Route 1 Fitness
Founded in 2013, Route 1 Fitness is a vibrant, community-driven gym that specialises in semi-private coaching, located in Manor Royal, Crawley. As the gym evolved, so did the need to amplify its presence, both locally and online. With a growing reputation, a dedicated member base, and a team of expert, highly approachable trainers, the gym has become known for its inclusive, results-focused environment.
The challenge was to develop a comprehensive marketing strategy that aligned all aspects of the brand. Route 1 Fitness sought to improve the quality and consistency of its visual content, enhance its digital communications, foster stronger community ties, and generate greater public visibility. The plan also needed to include creative support for events, charity initiatives, seasonal campaigns, and award submissions, all designed to position the gym as a local leader in health, wellbeing and fitness.
The challenge was to develop a comprehensive marketing strategy that aligned all aspects of the brand. Route 1 Fitness sought to improve the quality and consistency of its visual content, enhance its digital communications, foster stronger community ties, and generate greater public visibility. The plan also needed to include creative support for events, charity initiatives, seasonal campaigns, and award submissions, all designed to position the gym as a local leader in health, wellbeing and fitness.
Over the years of working together, we have worked on developing a content calendar focused on quarterly touch points to ensure consistent and strategic output. To support this, we introduced regular content days dedicated to capturing high-quality photography and video, building a strong visual library for the gym. These assets are used across multiple social platforms, including the launch of TikTok, to deliver a variety of content, from behind-the-scenes glimpses and trainer tips to workout inspiration and community highlights. This approach has helped to keep the gym’s online presence active, engaging, and always relevant.
We introduced blog articles every quarter to support Route 1 Fitness’s organic SEO and help position them as thought leaders. Each blog provides valuable insight into fitness, nutrition or member life, helping to educate and inspire current and prospective members.
Alongside this, we also create email newsletters and distributed them to a segmented audience using the Fitness Business Profits (FBP) platform, a dedicated platform for Fitness marketing. These emails include key announcements, team and member updates and upcoming events, serving as a reliable touchpoint with the gym’s wider community.
Alongside this, Route 1 Fitness introduced a 'Charity of the Year' initiative, building a partnership with a local organisation, Safe Sussex, and hosting a series of fundraising events. These efforts were supported by outreach to local businesses, coverage in the local press, and promotional collateral, including brochures, leaflets and banners.
To complement their organic content strategy, we have launched a series of paid advertising campaigns across Meta. These ads were updated regularly with fresh visuals from content days and tailored messaging to capture local attention. Creative was optimised through A/B testing, helping the gym maximise its return on investment and drive consistent lead generation.
One of their latest campaigns, which included 3 different campaigns targeting multiple demographics around the Crawley area, gained nearly 60,000 impressions, which was great for the company's brand awareness. We also monitored conversations started from the ads and clicks through to their website.
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The Results
We were also so pleased to showcase the impact of all of the Route 1’s efforts and we worked with the team to prepare a compelling submission for the ‘Gym of the Year 2024’ award at the Business Awards UK 2024. For the entry, we focused on telling Route 1’s story, emphasising its growth and spotlighting the unique training experience it provides, and they won this award, which was fantastic!
As a result of this integrated approach, Route 1 Fitness experienced significant growth across its digital channels and member engagement. Social media followings increased, post engagement consistently outperformed industry averages, and the quarterly newsletter saw strong open and click-through rates. Paid campaigns delivered measurable returns, driving new enquiries and boosting awareness in the local area. The charity campaign raised funds for a meaningful cause, while the gym’s award submission showcased just how far the brand had come in a short space of time.
Social Media Engagement Rate:
Instagram: 4.87% (Industry Average: 0.75%)
Facebook: 8.7% (Industry Average: 0.30%)
Email:
Open Rate: 40% (Industry Average 35%)
From content creation to PR, community outreach to advertising, each element we work on together creates a more visible, trusted and engaged fitness brand. With a strong identity and an active local presence, the gym is now well-positioned for continued growth and future recognition.
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