Back to Case Studies
Membership Growth
Revenue Increase
Churn Reduction
Referral Members
Iron Summit Fitness is an independently owned CrossFit and functional fitness gym in Nashville, Tennessee with 180 members. They were using a patchwork of tools: a basic website with no class scheduling, a spreadsheet for membership tracking, Venmo for payments, and Instagram DMs for class signups. Member churn was 12% monthly because there was no structured onboarding or community engagement between classes. Meanwhile, two new boutique fitness studios had opened within a mile, competing aggressively for the same audience.
We built a unified membership platform with online class booking, automated billing, and member progress tracking, combined with a social media and community growth strategy to attract new members and dramatically reduce churn. The platform replaced their disconnected tools with a single system that handles everything from first-visit booking to monthly payments to workout logging.
Audited the member journey from discovery to long-term retention, identifying that the biggest drop-off points were between first visit and sign-up (no online booking) and between months 2-4 (no community hooks beyond showing up to class).
Built a Next.js web app with class scheduling, online booking for drop-ins and intro sessions, membership signup with Stripe-powered recurring billing, and a member portal with workout history and personal records tracking.
Designed an automated onboarding sequence: post-signup welcome email, coach introduction, first-week check-ins, and a 30-day progress review -- all triggered automatically to ensure no new member falls through the cracks.
Created a social media content strategy focused on member stories, transformation photos (with permission), daily WOD previews, and coach spotlights. Shifted from sporadic posting to 5x per week across Instagram and TikTok.
Launched a referral program built into the member portal: existing members get a personal referral link, and both referrer and new member receive a free month when the referred member signs up.
Ran geo-targeted Instagram and Facebook ad campaigns promoting a free intro class offer, targeting fitness-interested users within 5 miles of the gym. Landing pages were A/B tested for maximum conversion.
Integrated Google Business Profile optimization with class schedule posting, professional interior/action photography, and a review generation program to build local search presence.
Total membership grew from 180 to 365 in six months, exceeding their 300-member goal.
Monthly revenue increased 85% through a combination of membership growth and reduced churn.
Monthly churn rate dropped from 12% to 4.5% after implementing onboarding automation and the member portal.
The referral program generated 42 new members in the first quarter, with a $0 acquisition cost.
Online class bookings average 94% capacity, compared to the previous unpredictable attendance patterns.
Instagram following grew from 2,100 to 8,400 with member-generated content accounting for 35% of all posts.
Jake Morrison
Iron Summit Fitness
Let's discuss how we can help your business achieve stellar growth.
Start Your Project