A local gym opens its doors to a full house

Using a few free tools and a plug-and-play platform, Type 26 helped Los Gatos Elite launch their business through driving demand, building and designing a functional website, and executing on email campaigns to build a pipeline.

A focus on the customer experience 

Understanding the customer was the first step in determining the best web strategy for Los Gatos Elite (LGE) and we quickly realized that busy parents needed a website that was easy to navigate. Using bold, bright colors and fun graphics along with straight forward content, we accomplished our goal to connect with parents and their kids. We also integrated the class schedule from third party tool directly into the web site ensuring a seamless user experience.

Making leads count from ground zero

As a brand-new business, every new lead for LGE was critical. Months prior to the opening of the gym, Type 26 defined a strategy to help LGE build their customer base and build buzz. We created a “Notify me” landing page that would allow us to gauge interest and also drive awareness and demand. Using the headline “Be the first to know”, we intentionally made customers feel that they would have the inside scoop and ideally get them to give us their information. Using a free HubSpot account, we embedded a HubSpot form on the page and collected over 100 parents’ names and email addresses. 

 “Type 26 was amazing to work with. They helped me surpass my enrollment goals in the first few weeks.”

-Kristina Williams, owner of Los Gatos Elite

Keeping prospects in the know

Facebook and Instagram were the primary social media tools used to keep prospects informed of LGE’s progress and to promote upcoming activities such as opening day. We also used HubSpot to create email marketing campaigns as another outlet to keep customers informed and engaged. 

Pre-enrollment strategy

Since the facility was still under construction and a grand opening date wasn’t set yet, we implemented a strategy invite parents to pre-enroll for classes, thereby holding spots in their children’s favorite courses. By collecting pre-enrollments, we were able to provide LGE with data to gauge overall demand and provide insights to inform their class schedules, times, and sizes. 

Early registration

Those who were provided their names and emails during the pre-enrollment period were awarded three days’ early access to registration. We sent emails letting them know registration was open to them and communicated with them again when general registration availability was going to start. By creating urgency and a level of exclusivity, we quickly established a solid base of paying customers.

Open house 

To ensure smooth operations, the gym was open about 10 days before the official opening to give prospects an opportunity to visit the facility, talk to coaches, and try out classes. By offering free classes during this time frame, Los Gatos Elite successfully reached their goals of customers for the first month. 

Exceptional program management and client support

Throughout our engagement with LGE, Type 26 prided ourselves on providing top notch program management and client support. Using our project management tool, Asana, to track every deliverable, we successfully met every milestone. We also had regular meetings with LGE to check-in on timelines and make adjustments where necessary. 

“Type 26 helped me manage every aspect of opening a new business and I truly couldn’t have done it without their partnership and marketing expertise.”

-Kristina Williams, owner of Los Gatos Elite

As our engagement came to a close, the Type 26 team transitioned marketing activities over to owner Kristina Williams. With Kristina at the helm and armed with an array of marketing tools, her new business continues to thrive and crush enrollment goals for classes and camps, as well as, private lessons and birthday parties. 

We still check-in with Kristina to find out how the business is doing and answer any questions she and her team may have. Kristina is an inspiration for anyone who is thinking of taking that leap and starting a business. But you don’t have to do it alone—help is available. From discovery and design to execution and analysis, Type 26 is a full-service marketing agency that helps businesses grow through scalable, digital channels.