Results at a Glance
+120%
membership growth within 12 months
68%
increase in retention rate
320%
boost in community engagement
£0.60
average cost per lead
170+
monthly enquiries (target: 100)
The Challenge
After the pandemic, Lanes Health Clubs faced one of the toughest challenges in its history. Memberships had dropped to an all-time low, engagement had stalled, and the club’s online presence no longer reflected its premium facilities or loyal community.
Lanes needed more than marketing support — they needed a complete digital revival. The goal was to modernise the brand, reconnect with their audience, and achieve a consistent flow of new members while strengthening retention.
Their target was 100 online leads per month. Within the first few months, we were already delivering far more.
The Strategy
Our Partnership Approach
Rococo Digital was brought on board as Lanes’ outsourced marketing department, managing every aspect of their digital presence — from strategy and creative to automation and software integration.
We started by auditing every part of their digital funnel: website performance, keyword visibility, PPC structure, and CRM workflows. This holistic view allowed us to design a strategy that combined brand storytelling with measurable performance marketing.
01
SEO — Building Visibility and Authority
Our first step was to rebuild the club’s organic foundation. We optimised for high-intent local keywords such as gym membership West Sussex, swimming pool health club, and fitness classes near me.
Through strategic content creation, on-site optimisation, and backlink development, Lanes climbed to page one for its core search terms — resulting in a consistent increase in organic enquiries month after month.
02
PPC — Converting Traffic into Members
We launched a combination of Google Ads and social ad campaigns to generate high-quality leads at scale.
Using precise targeting and data-led creative testing, we achieved an average cost per lead of just £0.60, far outperforming industry averages. The campaigns consistently produced 80+ monthly enquiries, helping the club hit near-full capacity within the first year.
03
Social Media — Building a Thriving Online Community
Social channels became the heartbeat of Lanes’ digital presence. Through a balance of organic storytelling, paid growth, and community interaction, we transformed their audience engagement.
Posts highlighting member success stories, lifestyle imagery, and club updates led to a 320% increase in engagement, reigniting excitement among both current and potential members.
04
Development & Software Integration
To streamline the member journey, our development team integrated the club’s systems with Xplor and Ashbourne Management software using custom APIs.
This allowed seamless lead tracking, automated onboarding, and real-time reporting. We also developed new lead capture pages and optimised the site’s UX — reducing friction and maximising conversions.
05
Email Marketing with Klaviyo
We implemented a tailored Klaviyo setup, introducing bespoke automation flows such as:
- Welcome series for new leads
- Reactivation campaigns for past members
- Monthly newsletters and club updates
This not only increased member retention but also nurtured relationships and boosted event participation within the club.
The Results
The transformation was nothing short of remarkable. Within 12 months, Lanes Health Clubs had completely reversed its post-pandemic decline — achieving:
- Membership Growth: +120% growth in 12 months
- 68% increase in retention rate
- 320% boost in community engagement
- £0.60 average cost per lead
- 170+ monthly enquiries (target: 100)
The club now operates at near full capacity, with an engaged, growing community and a digital ecosystem built for long-term success.
Client Testimonial
“Working with Rococo Digital completely transformed our business. After Covid, we knew we needed to modernise everything — from our website to how we communicated with members.
The results have been outstanding. We’ve never had so many enquiries, our online presence finally reflects who we are, and our members are more engaged than ever.
The Rococo team feel like an extension of ours — proactive, creative, and genuinely invested in our success.”
– Ash Ali, Owner, Lanes Health Clubs
Behind the Work
This project was a true team effort — combining the skills of Rococo’s SEO, PPC, creative, and development teams under a strategic direction. Regular collaboration with the Lanes management team ensured every campaign was aligned with their real-world goals and member feedback.
Our approach focused on long-term digital maturity — building systems that not only drive growth but sustain it through automation, data, and human insight.