The challenge
Nine studios, nine different offers, and no consistent follow-up. Trial-to-member conversion sat at 19% and paid social CPL varied 5x between locations.
What we did
We standardised on a single 14-day challenge offer, produced location-specific creator content at volume, and built an SMS and email follow-up sequence triggered at sign-up, day 3 and day 11. Each studio got its own landing page and call tracking.
The outcome
1,840 trial sign-ups in one quarter at $21 CPL, with trial-to-member conversion up to 44%. The playbook now runs identically across all nine locations.