voco Lythe Hill Hotel & Spa, a historic country house hotel set amidst 22 acres of scenic countryside, underwent a successful relaunch in May 2023 under the IHG franchise agreement.
The refurbishment efforts encompassed revitalising the 'tired' health club, restoring its reputation, and enhancing facilities, including the gym and spa, overseen by an experienced spa project manager.
Choosing Creative Fitness Marketing stemmed from a strong recommendation by the General Manager, who had prior positive experience with their services. This decision was aimed at bolstering the membership base and enhancing local community engagement.
The campaign yielded remarkable success, welcoming 216 new members, contributing to a total projected profit of over £238,000 for the club. This achievement, spanning over seven weeks, surpassed the regular monthly sales targets.
The order of the most successful marketing methods were:
- Targeted social media 2. Direct mail 3. Referral scheme 4. Open day 5. Promotional signage 6. Community Outreach
Speaking with Vince the Spa Manager at voco Hotel, he had this to say: “The team have been absolutely outstanding to the point that most of our members thought they were a part of our team now. They’ve helped out every step of the way. They’ve gone above and beyond everything we would expect them to do and we couldn’t be happier with the results.”
The multifaceted marketing campaign was tailored to voco's unique identity and aspirations. With a dedicated onsite team from CFM comprising a seasoned marketing manager and a perceptive sales consultant, we deployed an empathetic sales approach, aligning membership offerings with patrons' intrinsic wellness goals. The campaign not only elevated voco's profile but also fostered a sense of trust and belonging within the community, heralding a new era of growth and prosperity.
Jonny Packard, Business Development Manager for CFM said “Our high membership sales figures are driven by our team's 80% close rate, unlike many clubs with only 10-20%. We prioritise sales training, focusing on building rapport and trust rather than showcasing amenities. Our approach involves understanding prospects' fitness goals and motivations and fostering genuine care for their lifestyle change.”
To explore the potential for a CFM campaign at your gym, grab an info pack here or call us on 0115 777 3333.
