Driving leads and bookings for strength and conditioning programs through targeted social media collaborations and video content. This project illustrated the effectiveness of athlete endorsements and multimedia production in converting engagement into tangible business outcomes for fitness services.
Context
As Digital Communications Manager at MotionLab, the initiative focused on promoting Wouter Verhoest’s strength and conditioning programs by leveraging athlete collaborations to attract new clients interested in personalized training plans.
Details
Time Frame:
Feb 25 – Apr 25
Role:
Digital Communications Manager at MotionLab
Involvement:
Video production and social media strategy
Overview
The goal was to generate leads and signups for strength and conditioning programs by creating engaging reels featuring current athletes, tapping into their follower communities to highlight program benefits and drive conversions.
Challenge
Needed to produce compelling content quickly with limited resources; balancing authentic athlete stories with promotional elements to appeal to a fitness-oriented audience while competing for attention on social media.
Solution
Collaborated with gymnast Norah Demierre, who has a strong follower community, for two Instagram reels; shot and conducted one interview with a current athlete under Wouter Verhoest’s coaching, then edited the video, added subtitles, and shared it as collaborative posts to maximize reach. Created a dedicated landing page with a CTA for a free session, directing users to sign up and capturing quality leads.
- Identified an athlete with a big community among Wouter's athletes
- Shot and conducted an interview
- Came up with a strategy to share on social media to maximize reach and conversion
Results
The reels and landing page achieved strong performance, generating quality leads and 10+ signups for free sessions. During these sessions, Wouter converted 7 participants to paid memberships at 300+ CHF per month. Boosted program visibility through athlete endorsements, demonstrating a high conversion rate from social media engagement to paid subscriptions.
