Brooklyn Sports Club Case Study
How three teams, one scoreboard, and a flat ad budget delivered three consecutive years over the annual membership goal.
Most commercial fitness operators can tell you what their marketing costs. Far fewer can tell you what their marketing earns. Brooklyn Sports Club had digital advertising running, an on-site sales team in motion, and an internal marketing team. Yet, the three groups were operating on three different scoreboards. Leadership kept asking the question every marketing leader has heard from finance: what is marketing actually doing for our business?
Fly Pages came in to answer that question with data. The work covered digital advertising, conversion tracking, lead routing, and reporting. The real deliverable was alignment among marketing, sales, and operations around a single set of metrics tied to membership revenue.
How It Started
A Commercial Fitness Client Without a Clear ROI Story
In 2021, WTS International brought Fly Pages in as the digital advertising partner for Brooklyn Sports Club, a commercial fitness facility in Brooklyn, New York. WTS managed the client relationship and on-site coordination. Brooklyn Sports Club ran the floor and the sales team. Fly Pages owned digital strategy, ad management, tracking, and reporting.
The pre-engagement picture is one many fitness marketing leaders will recognize. Digital ads were running. Leads were coming in. Memberships were being sold. None of it was connected in a way that proved the marketing dollar was driving the membership number, and the client was understandably skeptical about paying for activity without a clear ROI story.
Phase 1: Baseline Analysis and Tracking Infrastructure
Before launching new campaigns, the Fly Pages team ran a full audit of the digital funnel. The goal was to map what the data could and could not tell us, then close every gap that was hiding the relationship between ad spend and membership sales.
Our audit and setup work included:
- Conversion goal tracking. We defined specific form-fill goals in Google Analytics so every conversion type was measurable and attributable.
- Call tracking. We set up CallRail so phone leads from ads were captured, attributed, and counted alongside form fills.
- Site speed and SEO improvements. We fixed page-load and on-page issues that were quietly eroding ad landing-page performance.
- Lead nurture flowchart. We documented a process for routing every web lead into InTouch, alerting the sales team for a call within two hours, and triggering automated follow-up via email and text across three touches over seven days.
- Planning and review spreadsheet. We built a shared monthly view of lead trends, ad performance, and membership outcomes so all three teams worked from the same numbers.
Phase 2: Ongoing Integrated Campaign Management
With tracking in place, the work shifted to monthly campaign management and continuous optimization.
Our scope included:
- Monthly Facebook, Instagram, and Google ad campaigns built around themed promotions and value messaging, with separate local and non-local audience targeting.
- Weekly campaign monitoring and optimization to adjust creative, targeting, and budget in real time based on performance data.
- Monthly reporting and key-learning reviews with the WTS team and the on-site sales and operations team.
- Quarterly and annual scorecards documenting wins, gaps, and recommendations for the next planning cycle.
- Cross-team meetings to align ad strategy with on-site events, member retention efforts, and seasonal sales pushes.
Metrics Tracked Across All Three Teams
Every campaign tied back to the same scoreboard. The teams reviewed these metrics together each month so marketing, sales, and operations all worked from the same set of facts at the same time.
Digital Ads Metrics
- Click-through rate (CTR)
- Cost per click (CPC) on Meta and Google
- Landing page views and cost per view
- Cost per conversion on Google
- Form fills and tracked phone calls
Lead and Sales Metrics
- Total digital leads (form fills plus calls, with spam removed)
- Cost per lead (CPL)
- Lead-to-tour conversion rate
- Tour-to-sale conversion rate
- Membership sales versus monthly goal
Business Outcome Metrics
- Memberships sold versus annual goal
- Aquatics and personal training sales
- Year-over-year membership trends
- Year-over-year ad spend efficiency
Three-Year Results Summary
Full-year performance from 2021 through 2023. Brooklyn Sports Club exceeded its annual membership goal in all three years while the digital ad budget held essentially flat year over year.
| Metric | 2021 (Apr–Nov) | 2022 (Full Year) | 2023 (Full Year) | 3-Year Trend |
|---|---|---|---|---|
| Ad Spend | $23,561 | $31,305 | $32,057 | Flat year over year at full-year run rate |
| Total Digital Leads | 3,649 (8 mo.) | 6,552 | 6,288 | Sustained high-volume lead flow |
| Average Cost Per Lead | $6.46 | $4.78 | $5.10 | 21% reduction vs. 2021 baseline |
| Membership Sales | 1,387 (8 mo.) | 2,104 | 2,060 | Annual goal exceeded each year |
| Performance vs. Goal | +10% over goal | +10% over goal | +5% over goal | Three consecutive years above goal |
Source: Brooklyn Sports Club monthly planning and review spreadsheets, 2021 through 2023 (Fly Pages internal reporting). 2021 totals reflect April through November, the reporting window in the WTS 2021 Year in Review.
Putting the Cost Per Lead in Context
Brooklyn Sports Club’s three-year average cost per lead of roughly $5.40 sits well below published fitness industry benchmarks for paid social and search.
- Meta average CPL for fitness and training centers. $29.70 (2025 benchmark from SuperAds, based on $3 billion in advertising data).
- WordStream Facebook ads benchmark for Health and Fitness. $60.95 cost per lead for the leads campaign objective.
- Google Ads average CPL in the fitness industry (Keepme, 2024). $61.56.
Brooklyn Sports Club’s CPL ran roughly 80 to 90 percent below those category benchmarks across all three years.
How Three Teams Got There Together
Performance like this is the product of three groups deciding to measure the same outcomes, meeting monthly to act on what the data showed. Here is what made the work click.
A Shared Monthly Scoreboard
Every month, the same spreadsheet went to the WTS marketing team, the on-site sales and operations team, and the Fly Pages team.
Theme, offer, ad spend, leads, cost per lead, landing page performance, calls, form fills, membership goal, membership actual, aquatics, and personal training sales all sat on one page.
Lead Routing Built for Speed
The lead nurture flowchart routed every web lead into InTouch, alerted the sales team for a call within two hours, and triggered automated email and text follow-up across three touches over seven days.
Fast follow-up is one of the highest-leverage actions in fitness lead conversion, and the documented process meant it happened consistently rather than depending on who was on shift that day.
Monthly Themes Tied to Local Reality
Campaigns were built around monthly themes and offers chosen in collaboration with the on-site team. The people behind the front desk knew what was driving traffic into the club, and that knowledge directly informed the ad creative and offer mix.
When ad fatigue hit a message, the teams shifted together rather than waiting for a quarterly review.
Budget Discipline as Proof of Efficiency
Annual ad spend held essentially flat from 2022 to 2023 at roughly $32,000. Lead volume held above 6,200 in both years. Membership goals were exceeded in both years. The teams treated a steady budget as proof of efficiency, and the data backed them up.
Why This Matters for Fitness Marketing Leaders
If you lead fitness marketing, you have heard some version of the question this case study answered. The honest answer requires three things that most teams do not have in place at the same time.
- Tracking that connects ad spend to membership sales. Leads, tours, sales, and revenue all need to be measurable, attributable, and tied back to the dollars that produced them.
- A lead funnel the sales team actually follows. It needs to be documented, automated where possible, and built around a defined response window and follow-up cadence.
- Monthly reporting your CFO and your sales manager both find useful. Same numbers, same source, same conversation.
Without those three, marketing performance becomes a debate without clarity. With them, marketing, sales, and leadership all know without a doubt that they’re building revenue, and how to measure impact back to the marketing spend.
Ready to Answer the Question?
If the connection between your marketing budget and your revenue isn’t clear, we can help. Fly Pages partners with mid-market growth-oriented companies to build the tracking, reporting, and team alignment that turns marketing into a measurable contributor to revenue.
Book a discovery call with a Fly Pages strategist to talk through how the same approach could work for your business.
Related Projects
HVAC Industry Case Study: Strategy, Partnership, and ROI
Two teams turned a broken marketing engine into an ROI growth engine, driven by strategy and collaboration.
Case Study: Integrated SEO & Paid Advertising Fuels Record Growth
Witness the power of SEO + paid ads for ROI.