Strategy, Scope of Work and Investment — Prepared by Chris Lee Marketing
Meta45 has a product most gyms can't copy: 45 minute high intensity sessions, capped at 8 people, coached like personal training but priced like a class. The training delivers. The commercial engine around it doesn't yet match it.
The website undersells the experience and there's no paid acquisition bringing new faces through the door.
Around 60% of your traffic arrives via ClassPass: discounted rates, no customer relationship, and peak spots going to drop-ins instead of full-rate members.
Your membership is roughly 80% female. With proper weight racks now in place, there's a clear opportunity to grow the male segment — but it has to be done without alienating the community that built the gym.
Long-running building work nearby has suppressed walk-past footfall for around two years, which makes digital and direct channels matter more, not less.
Member results live in WhatsApp threads and memory rather than a system that proves progress and keeps people committed.
A digital front end that sells the Meta45 experience as hard as the sessions do. A Meta ads engine I'll have ready to switch on, with creative built for both the core female audience and the male growth segment. A members-only Transformation Programme tool that becomes your retention engine and your strongest argument for converting ClassPass drop-ins into members. And a phased roadmap that takes Meta45 from launch, to conversion, to community hub. All of it built around the Wix booking flow and CRM you already run.
A website I'll build to sell the Meta45 experience as hard as the sessions do.
Ready to switch on, with creative I'll build for both the core female audience and the male growth segment.
Your retention engine and the strongest argument I'll give you for converting ClassPass drop-ins into members.
From launch, to conversion, to community hub — all built around the Wix booking flow and CRM you already run.
Eight spots per class isn't a limitation, it's the pitch. Everything I build sells "group personal training" and small-class coaching, not "gym classes". That framing justifies premium pricing and separates Meta45 from every budget gym and bootcamp nearby. It also becomes a membership benefit: members get priority booking, drop-ins take what's left.
Meta ads, social content, flyers and the website all drive to the same place: a compelling landing experience with a clear intro offer, converting straight into your existing Wix booking flow. No new systems for you to learn, no change to how members book.
The Transformation Programme tool I build gives every member visible progress: macros, workouts, goals, trainer check-ins. Visible progress keeps members longer, and documented transformations become the most credible ad and social content you can run.
The brand stays neutral. Male growth comes from dedicated ad sets that only men see, leading with the weight racks, progressive overload and measurable strength gains, and showing men training in the actual room. The barrier for most men isn't awareness, it's "will I be the only bloke there". The targeted creative I build answers that without the shared brand surfaces going all chalk and deadlifts. The cheapest male channel is already in the building: a partner and "bring him along" offer to your existing female base costs nothing and arrives pre-trusted.
ClassPass fills seats but owns the customer and pays wholesale rates. The medium-term goal is to shift the mix: cap ClassPass inventory, steer it off-peak, and convert regular drop-ins into direct members using the one thing ClassPass can't offer — a coach who tracks their progress and a programme built around them. That's something only you can deliver.
Five focused areas of work, each designed to build on the last and deliver a complete commercial engine for Meta45.
I'll redesign and rebuild the website so it looks and feels like the premium product Meta45 is. Clear positioning, the intro offer front and centre, the class format explained, trainer credibility, social proof, and strong calls to action throughout.
I'll audit the local market and competitor advertising on Meta, then set up the account and pixel properly: Meta Business Suite, tracking, audiences and retargeting foundations. The campaign structure will be built around the growth goal.
I'll build a bank of ready-to-run ad creative and copy so campaigns can go live the moment you're ready. Multiple angles tested against each other across feed, Stories and Reels placements.
I'll build a gated, members-only area on the new website using Lovable. Members will be able to track macros, log workouts and see their progress. You'll be able to monitor progress, set goals and message members directly.
I'll put together a clear strategy for what Meta45 posts, where and why. Content pillars built around transformations, coaching credibility, community and class energy, with strength content woven in rather than bolted on.
A gated, members-only area on the new website, built in Lovable and connected to the site.
Members log in to: track macros and nutrition, log workouts, see progress against goals.
You log in to an admin panel to: monitor member progress, set and adjust goals, and message members directly.
This is also your ClassPass conversion asset. Drop-ins get a workout; members get a coach who tracks their progress. That's the upsell.
I'll deliver this as a working first version within this engagement. We'll agree a full functional specification before build starts, and future versions can extend it based on real usage.
A phased approach that builds momentum, uses real data to inform each next step, and grows Meta45 from a great product into a thriving community hub.
New website, ads engine set up with segmented ad sets, launch ad bank, Transformation Programme v1, social strategy and calendar. Live within a few weeks of kick-off.
Months 2 to 4, scoped separately. ClassPass conversion playbook, pricing and packaging review, male landing page if data justifies it, and ongoing ad management and social execution.
Timed around the building work completing. Coffee and smoothie bar, direct mail tests with trackable QR codes, and a new-resident welcome offer targeting the hundreds of new locals arriving as each development completes.
Once the launch engine is running and we have real data:
Everything listed in the five Phase 1 workstreams, delivered ready for you to launch.
A new conversion-focused website built on your existing Wix setup
Meta Business Suite, pixel, audiences and retargeting foundations
A full launch ad bank across all placements and audience segments
Transformation Programme v1, built in Lovable and connected to the site
A social media strategy and monthly content calendar
Phase 1 is approximately 2.5 to 3 days of my senior marketing time at £750 per day, itemised below. I'll scope and cost Phases 2 and 3 separately once I have launch data in.
Three simple steps to get the Meta45 growth engine moving.
Take a look through this scope and flag anything you'd like adjusted. I want this to feel exactly right before I begin.
We'll agree the intro offer I'll build the funnel around. This is the commercial centrepiece of the launch, so it's worth getting right together.
We'll kick off with a short working session to gather brand assets, access and content. From kick-off, my aim is to have the new website and ad bank ready to launch within a few weeks, with the Transformation Programme v1 following close behind.
Meta45 Growth Plan