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The Ad Script That Generated 509 Gym Leads (and Why It Worked Everywhere)
A breakdown of the exact words used and how five studios turned one message into hundreds of leads.
Cardy Brothers
April 09, 2025
The success of a video ad comes down to one thing: the words you say.
If the script is weak, people won’t stop, they won’t click and you’ll burn through budget fast.
Towards the end of last year, we scripted an ad that would later turn into 509 leads across our client studios.
Here’s what happened:
Ben (East Sussex) – 141 leads
Us (Suffolk / Essex) – 43 leads
Alex (Devon) – 315 leads
Nick (Hertfordshire) – 10 leads
Boom. 509 leads in total.
Here’s a breakdown of what made it work:
1. It opened with what people actually want
“If you want to lose weight, tone up and feel healthier…”
No fluff. No overthinking. Just the results your ideal client already wants.
Ben asked his staff member to film his and it brought in 141 leads
2. It created trust by staying local
“…you might want to consider joining our fitness studio right here on the high street.”
People don’t buy from faceless brands. They buy from someone nearby who gets them.
We used the same script across both sites. 43 leads in total.
3. It explained the model in plain English
“Small group personal training… access to all of our coaches at a fraction of the cost.”
This presents a clear reason to choose your studio over the big-box gym down the road.
4. It tackled objections before they came up
“We know joining a gym can be scary… that’s why we’re offering a 6-week trial.”
This line builds instant trust. It removes the pressure and gives them a reason to try without committing long-term.
Alex’s ad generated 315 leads!
5. It sold the experience, not just the sessions
“Come to the next member event (which are by the way awesome!)”
Gyms that build community win. This line gives them a glimpse of what it’s actually like inside your studio.
6. It finished with a simple call-to-action
“The first step is to book a consultation with me in the studio…”
No high-pressure sales tactics. Just a friendly nudge to take the next step.
It generated 10 leads for Nick’s studio.
Why This Script Worked So Well
This wasn’t luck.
We spend thousands testing creative across our own sites. And every now and then, something pops. And when it does, we roll it straight out to our clients.
This is what we mean when we say: you don’t need fancier ads — you need better messaging.
If you’re running offers right now and not seeing traction, it’s not always your funnel or your branding.
Sometimes it’s just the words you say.
NEW EPISODE
Behind the Scenes of Scaling Our Gym: Full Q1 Recap
In this episode, we reflect on everything that happened for us in Q1 across both gym locations (and what we’re doing differently in Q2).
From team systems to sales flows, we break down what worked, what didn’t, and the real numbers behind both studios. Plus, we walk you through the exact quarterly review template we use inside Gym HQ—our full operating system for studio owners.
Here’s what we cover:
The biggest Q1 win across both gyms and how we’re doubling down
Our system for managing online consults (without losing the premium feel)
How we handle our waiting list differently now
What we learned from running events in Q1
Creative ways we’re telling better client stories
Our top 3 goals for Q2
The exact quarterly review template we use (free download)
That’s it from us. Reply any time…
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