After almost a year in business, boutique Pilates studio AllSport needed a cut-through way to acquire new customers and stimulate lapsed members in a highly saturated fitness market. They wanted to communicate that Pilates was a fun way to improve fitness and flexibility.

We decided to throw a party. Our thinking was that no-one can resist a freebie, and by offering free party classes for a week, many customers would bring their friends along. Then, to communicate the key messages of fun, fitness and flexibility we made special party blowers featuring a very flexible Pilates model. We mailed these out to their database inviting everyone along.

What a party. 79% of customers responded within 48 hours to book their free classes. Several others got in touch to say that although they couldn’t make the free class they loved the invite and they’d be back very soon. More importantly, almost everyone brought at least one friend resulting in a week of packed out ‘birthday’ classes and 260% increase in paid bookings for the weeks following. For All Sport that meant an ROI of 50:1 and a very, very happy birthday.