We come to train.
Our first task was to put a human face on personal training, allow potential clients to get to know the trainers and their ethos and particular skill sets and being comfortable that they are the right fit before committing to signing up for a block of training sessions. An emotive strapline formed part of the strategy, with the phrase “We come to train” illustrating the notion that Berkeley Fitness is an environment for serious people to get the desired results, based on putting in serious effort with the trainers to achieve their fitness goals.
We created a series of videos, firstly an overview of the facility with different trainers and their clients offering opinions on why its such a great place to train, and then a short video for each trainer, introducing them and allowing them to talk about their methods and ethos, for instance some of the trainers only train women, some specialise in Pre and Post Natal training and so on. These videos formed the main basis of content for the new mobile friendly responsive website we created, which is key to the strategy of engaging more visitors using mobile devices as the analytics from their old site was telling us that 90% of their visitors were using smartphone and tablets.
The new site was an instant success, with a sharp increase in enquiries and a significant jump in dwell time from 2 minutes to well over 5 minutes as visitors immediately engaged with the video content. The increased dwell time has also helped fuel a jump to page 1 on google for a variety of their key search phrases.