The Challenge
Most gyms post the same content. Membership deals. Class schedules. Before and after photos. It blends together. Wells is built on something different. A community of real people, built around a founder who has lived the thing he coaches. That story was not being told. The content was not doing the gym justice.
Our Strategy
The content strategy was built around Ian. His experiences. His struggles. The real life behind the business. Not promotional content. Human content. Stories that people in the area recognised as their own. Video content spread across the local area without paid promotion. Views climbed. Reach grew. Because people wanted to watch it and share it. Member stories became a pillar. Real people. Real reasons for being there. Real outcomes. Every piece of content was built to make someone feel like they already belonged at Wells before they had walked through the door. The membership grew. The views grew. The community around the gym grew with it.
What Made the difference?
A gym built on people. Run by someone who understands that the hardest part of fitness is not the training. It is everything around it. When the content started reflecting that truth, the audience responded. Selling the gym by never selling it at all.
The Results
55%
Reduction in food waste
90%
On-time delivery rate
35 days
To full deployment
