FIT Lane Cove
Going Digital
Digital Habitus has been working with FIT Lane Cove since 2019 with a single focus, showcase their world-class facility to a wider audience. Then COVID-19 hit our shores.
Built over two exciting floors, FIT Lane Cove is a destination rather than just a local gym. Over the last two years, FIT Lane Cove has opened four new studios, including the largest HIIT studio in North Sydney. The team behind FIT Lane Cove are passionate and motivated to help their members achieve their very best, every time they walk through the doors and with year-on-year growth they were set up to have one of the best years on record. That was until COVID-19 showed its ugly face.
Like many, we were instantly faced with a challenge that collectively we were able to overcome. We were tasked to make a physical destination into a digital one. Overnight FIT Lane Cove had to reposition its entire focus in response to this pandemic.
We initially took a close look at what was possible given the pending restrictions and limited understanding of what was about to happen around us. By looking at the data trends we pivoted the business model with a range of new digital assets including a new website, online membership portal, live recorded training sessions and more.
We shifted our messaging to educate existing members on the new features available from day one and launched a country-wide communication strategy promoting what was to be called FITLIFE - a digital experience for those seeking to live life fit.
As a result, FIT Lane Cove was able to keep a large portion of the existing members active and provide a platform that helped people overcome their challenges over the last year.
Managed Services
Social Media Management
Paid Search Advertising
Social Media Advertising
Email Marketing
Content Creation
How we did it.
Planning.
Build a strong digital strategy that allowed for scale and growth within the digital space including technical assistance with new live streaming products.
Develop a roadmap that outlined the product rollout to the existing members including a new website framework, product deliverables and shooting schedules.
Outcome.
Launched FITLIFE - a digital experience.
Developed 70+ articles that spoke about a range of fitness and nutritional topics.
Launched 90+ on-demand videos for members to watch at anytime throughout the day within a range o categories.
Implemented a new email marketing strategy to help communicate with existing and new members.
Strategy.
Realign all digital campaigns to promote and emphasise the importance to staying fit and healthy during the pandemic.
Create a new website that would host a new blog, on-demand training videos and live streaming including the integration of a new membership platform.
Create a new content platform that would help educate people in fitness, nutrition and recovery.