Reducing Customer Acquisition Cost for a Gym by 44%
We changed the Meta Ads strategy, focusing on authentic workout videos instead of stock photos.
The Siła i Ruch Mokotów gym had a problem with expensive ads that weren't bringing in new club members. Syrenka Media Lab stepped in to throw out boring photos and show how the place actually buzzes with life.
The challenge
In December 2023, the gym owner was paying an average of 18.12 PLN for one phone number from a potential customer. With a budget of 4,500 PLN per month, they managed to acquire about 248 contacts, but their quality was poor. The ads relied on graphics with smiling people from internet photo databases, which completely didn't fit the raw, industrial vibe of their room in Mokotów.
People scrolling Facebook and Instagram simply ignored these posts because they looked like hundreds of other ads. The problem grew because competition near Puławska St opened two new locations, and the number of new passes at Siła i Ruch started falling by 12% month over month.
Our approach
In January 2024, our team – Bartek on video and Agata on strategy – spent 6 hours at the club. Instead of staged scenes, we recorded real effort, sweat, and smiles from regulars. We focused on short, dynamic formats that look like they were recorded on a phone, because those build trust best.
We laid it out clearly: we'll deliver if they allow us to turn off all the old campaigns and start from scratch. Our method involved testing 12 different video versions to see which trainer and which type of exercise most attracts the attention of Mokotów residents aged 25-45.
The solution
We prepared an ad system based 100% on video format (Reels and TikTok). Each video lasted from 15 to 24 seconds and ended with a specific call to pick up a free trial training. We ditched long texts in favor of short, punchy slogans about the lack of machine queues and professional care.
We set precise targeting for people within a 4-kilometer radius of the gym. No fluff – we focused only on the ad reaching people who could actually drop by for training on their way from work or home. We make noise that sells, so every video was edited to rhythmic, energetic music that stopped the finger on the screen.
Results
Within two months, we drastically changed the profitability of marketing spend, delivering a record number of trial training sign-ups.
Timeline
-
January 2024Ad account audit and one-day recording session in Mokotów.
-
February 2024Launch of the video campaign and daily bid optimization.
-
March 2024Results analysis and reception training on closing sales from leads.
"Syrenka Media Lab threw our old photos in the trash and recorded something that finally works. People come in and say they saw us on TikTok. Check their numbers, it's worth it."