How Metro Fitness Studios achieved 58% CPA reduction.
What Metro Fitness Studios needed to solve.
Metro Fitness Studios — a premium fitness brand with 8 locations across NYC — was entirely dependent on seasonal spikes and walk-in traffic. Their Meta ads used generic gym imagery with broad New York targeting, driving leads at $380 per new member. TikTok had never been tested despite their target audience being highly active on the platform.
TikTok was the unlock we didn't know we needed. Synap built a native content strategy that our target audience actually engaged with — membership grew 61% in five months and our cost per acquisition more than halved.
How we delivered the results.
We developed platform-specific creative strategies: Meta for retargeting and lookalike audiences from their existing member database, TikTok for top-of-funnel awareness using trainer-led content native to the platform. A neighborhood-level geo-targeting approach split campaigns by proximity to each studio location.
What changed.
- 58% reduction in cost per new member (from $380 to $159)
- TikTok delivered 42% of new member inquiries within 60 days of launch
- Neighborhood-level targeting reduced wasted spend by 34%
- Combined membership grew 61% across all 8 NYC locations in 5 months
- January campaign produced highest single-month membership sales in brand history
The decisions that made the difference.
- Generic gym imagery was replaced with native content that looked and felt like the platforms it ran on.
- TikTok was tested for the first time and quickly became a strong acquisition channel for the target audience.
- Targeting moved from broad New York audiences to the areas around each of the eight studios.
Lessons for your business: Multi-location fitness brands win when creative feels authentic and targeting follows each location. Testing new platforms where the audience already spends time can unlock growth that saturated channels can’t. Read more about our sports & fitness marketing or see more paid media results.