Staffordshire health and fitness venue strengthens its business with Mpowering campaign from Lesniak Swann

Already having Staffordshire's leading health club to his name, when influential entrepreneur Mo Chaudry secured a second gym site in Newcastle-under-Lyme, he had just 8 weeks to transform the venue to match the state-of-the-art facilities at his original club, and to attract a new membership. Keen to expand the business, and offer the complete lifestyle experience to a wider audience, Mo turned to Staffordshire’s leading marketing communications agency Lesniak Swann.

With extensive experience in brand development, Lesniak Swann designed a campaign to promote the new club, M Club 2, whilst cementing M Club 1 as the premier health and fitness venue in Staffordshire. An introductory membership fee of £29.95 was offered to those who signed up before the club launched, and the campaign was developed to reach as wide an audience as possible, using outdoor media and direct mail.

The concept for the campaign, “MPower Your Life” was designed to communicate the fact that M Club is more than just a gym, offering a complete lifestyle facility. Combining outdoor and direct mail methods, Lesniak Swann ensured that residents of Newcastle-under-Lyme and Stoke-on-Trent were familiar with the M Club brand, and associated it with a premium fitness facility.

The Mpower Your Life campaign ran using outdoor media and direct mail

The fantastic introductory offer, coupled with the extensive marketing campaign, has resulted in a massive uptake of members before the gym opened its doors for the first time last week. Over 1400 members have already signed up, and as news of the prestigious facilities spreads, Mo is confident that this will continue to rise over the coming weeks.

Mo Chaudry commented, “I chose to work with Lesniak Swann for two reasons. Firstly, they understand the strategy behind developing a brand proposition. Secondly, they fit with my preference of using excellent Staffordshire suppliers where possible.”

Mark Lesniak, director at Lesniak Swann, said, “Exercising our brand expertise, we have been able to strengthen the M Club proposition, whilst growing the brand and increasing membership. And all without breaking a sweat; being based locally to M Club we have been able to work closely with Mo to develop a campaign that has delivered excellent results.”

To find out more about how working with Lesniak Swann can get your brand into shape, visit www.lesniakswann.com