Aurum Gym

The challenge

Aurum had built a genuinely premium facility and was marketing it like a budget chain — price-led offers that attracted exactly the members least likely to stay, and trained the market to wait for the next discount.

Our approach

We stopped the discounting entirely and rebuilt the case around the floor, the equipment and the coaches. A film crew spent three days capturing real sessions rather than stock-looking fitness footage. Paid media shifted to a consultation-booking funnel with a calendar integration, so the sales conversation happened before the price did.

The result

Qualified enquiries more than doubled at a higher average contract value, and the gym has not run a discount campaign since.