The Little Gym Wimbledon

The Little Gym Wimbledon, the latest addition to The Little Gym network, is a welcoming and vibrant space dedicated to children’s gymnastics, offering structured classes that build confidence, enhance physical skills, and foster friendships.

Co-owned by Marlene Welburn and managed regionally by Emma Hardy, the gym joined Add People to replicate the strong success Marlene and Emma had already experienced with their other two locations, The Little Gym Wandsworth and The Little Gym Chiswick.

Given their previous success with Add People and specifically, their PPC account manager, Coby Bolton, Marlene and Emma were confident in Coby’s expertise to spearhead the marketing campaign for The Little Gym Wimbledon.

Read on to find out how he did it 👇

The Challenge

Their goal for the new location was ambitious: to establish brand recognition and reach key pre-launch sign-up milestones in a competitive market.

As a new location, The Little Gym Wimbledon needed a strategy to build awareness quickly, create an efficient sign-up process, and reach parents in the local area actively searching for quality children’s activities.

Our strategy

Coby designed a Google Ads campaign specifically for this purpose. 

The strategy included the following steps:

Targeted Advertising for Maximum Reach 🎯:

Coby launched a Performance Max (PMax) campaign designed to engage parents in the Wimbledon area, whose interests aligned with children’s gymnastics.

By focusing on this audience, he ensured ads reached the right people early and effectively.

Localised Keyword Strategy for Immediate Search Visibility 📍:

Knowing the website for The Little Gym Wimbledon was brand new, Coby set up targeted ads for branded and local search terms like “Little Gym Wimbledon” and “Little Gym near me.”

This way, the gym could appear prominently in search results and attract parents actively seeking children’s classes.

Enhanced User Experience with a Dedicated Landing Page 💻:

Recognising the importance of a smooth user journey, Coby collaborated with The Little Gym’s Head Office to create a focused landing page for Wimbledon.

This page was designed to be conversion-friendly, making it easy for parents to find everything they needed to sign up on their first visit.

Adjusting to Local Market Shifts 📈:

Shortly after the campaign began, a competitor in the area announced its closure.

Coby quickly adapted the strategy to reach parents of former customers, ensuring no opportunity to expand the gym’s reach was missed.

Collaborative Client Partnership 🤝:

With Coby’s long-standing relationship with Marlene and Emma, they worked closely on every campaign detail, from budget adjustments to enrolment targets.

Regular updates allowed them to align fully with campaign objectives and fine-tune them as necessary.

The results

Coby’s targeted approach delivered a highly successful launch for The Little Gym Wimbledon. 

Within 4.5 months of going live, the campaign achieved:

These outstanding results enabled The Little Gym Wimbledon to onboard additional staff sooner than expected, meeting the growing demand. 

With their solid start, Marlene and Emma are now looking to expand their digital marketing with Add People, including social media, to keep up the momentum.

Looking Ahead

Building on these successes, Coby plans to refine the campaign further, eliminating low-performing keywords and optimising ad targets. 

His next steps include remarketing campaigns to re-engage visitors who didn’t initially convert and making further improvements to the website to enhance the customer journey.

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