Hey — it’s the Cardy Brothers.

My car is getting serviced as I write this. Apparently my tyres need replacing. Apparently this guy is taking the bus everywhere now.

Estimated read time: 1 minute 42 seconds.

Breaking Down Our Christmas Campaign For Our Gym

1. Repackaged our offer

2. Re-offered our email list

3. Launched Christmas ads

4. Tweaked the email sequence

Christmas is a funny time for personal trainers.

Most people checkout before the end of the year and their health takes a back seat.

That's why Christmas offers are hard to gain traction.

So we thought we'd break down what our gym is doing for the festive period in the hope it’ll give you some Xmas inspo.

1. We Repackaged Our Low Barrier Offer

People generally don't like looking past Christmas when it comes to their fitness.

That's why we switched our regular "6 Week Challenge" to a "21 Day Challenge", kicking off 4th December.

We priced it at £199 and included our regular deliverables.

Our goal is to give members a great experience so they'll want to continue and lock in their new year’s spot.

2. We Re-Offered the Email List

The cool thing about new offers is that we're not repeating the same ol' stuff to our email list.

This is fresh and exciting, and is only relevant given the time of the year. No-one wants to join a Christmas offer at Easter.

(Unless you’re the band, Wizard. In which case, you’d want to join everyday).

We sent out a 3 day email campaign before opening this to the public on Monday.

Straight away, we managed to book 22 appointments and pick up 16 sales. So now our attention is on ads.

3. We Launched Our Christmas Ads

We like being creative with our advertising.

So when there's a chance to dress up as Santa for a couple of videos, we didn't need much persuading.

We created x3 ad concepts that have each performed well so far.

Concept 1 = Running Santas

This was a video of us both running through our local town dressed as Santa. A lot of people wondered what the hell was going on but hey… anything to get members!

Concept 2 = Direct Offer

A video where Jack dressed up as Santa and I demolished my chest with 10kg dumbbells in the background. There were a few techniques used in this video that I analysed here.

Concept 3 = Direct Offer Graphic

The most simple out the three but the highest performing. The contrast of the Santa costume stops people scrolling. Plus it combines elements of scarcity and social proof.

4. We Tweaked Our Email Sequence

Spoiler alert: We have one high performing email sequence.

So instead of writing a whole batch of new emails, we changed the subject name and first line of each.

For a bit of fun, we take on the role of Santa so all emails are from the man himself.

Last Word…

Our aim is to get to 30 new challengers in total (currently 18 at the time of writing this).

We have 11 appointments still in the diary so will need a few more over the next few days to hit our target.

Hopefully our Christmas wish will come true.

That’s it from us.

— Cardy Brothers