UPSTATE STUDIOS - AchievING Record Growth in 12 Months
The Role: Elevating Awareness & Driving Engagement
As Virtual Chief Marketing Officer, I’ve worked closely with Upstate Studios’ Paid Media agency to execute impactful campaigns across Victoria. Key achievements include:
New Studio Launch Campaigns: Directed strategic "coming soon" campaigns for South Yarra, South Melbourne, Richmond, and Elsternwick studios. These campaigns promoted Upstate’s highly sought-after 30-day unlimited Pilates, Reformer Pilates, Boxing, and Yoga intro offer, creating buzz and attracting new members.
Ongoing Studio Growth: Designed tactics to boost awareness and conversions for established locations in Ascot Vale, Torquay, Fitzroy, Balaclava, Geelong, and Ballarat. This resulted in +20% month-on-month growth in intro offers on average.
“By refining email flows and empowering the team with training, we created a long-term retention strategy that drives results.”
Transforming Fitness Marketing in Victoria
Since 2023, I’ve had the privilege of serving as the Virtual Chief Marketing Officer for Upstate Studios. Over the past 12 months, our collaboration has delivered remarkable results, cementing Upstate's position as a leading fitness brand in Victoria. From SEO strategies to retention marketing, we’ve elevated their digital presence and driven significant business growth.
“Our campaigns not only launched new studios with impact but ensured ongoing growth across Upstate’s established locations, achieving consistent results across the board.”
The Goal: Turning Casual Users Into Loyal Members
Beyond overseeing SEO and paid media campaigns, I managed Upstate Studios' retention marketing, focusing on:
Remarketing Strategy: Developed targeted ads for specific customer segments to convert casual users into members and encourage membership upgrades.
Customer Engagement: Delivered tailored messaging that increased click-through rates, add-to-carts, and memberships.
“This partnership demonstrates the power of targeted, data-driven marketing to achieve both immediate results and sustainable growth in the fitness industry.”
Retention Marketing Success: Enhancing Email Strategy
Email marketing became a pivotal area for retention growth. Key improvements included:
Email Flow Audits & Optimisation: Updated email designs, triggers, and content, resulting in:
+155% revenue growth from offer redemptions.
+10% increase in open rates and +6% higher click-through rates.
Staff Training: Designed a bespoke email marketing training course tailored to the fitness industry. This course equipped Upstate’s team with the skills to maintain and build on these results.
Final Thoughts: More Than Just a Role
Working with Upstate Studios has been more than a professional collaboration—it’s been a personal passion. As an Upstater myself, I know firsthand the dedication and community spirit that define this brand. Whether driving digital campaigns or sharing a class every Tuesday, it’s been an incredible journey to see the growth of such a dynamic team.