CRM
Basic Fit
Creating marketing activities for commercial member journeys like referrals, upsells and converting leads into members.
Year :
2025
Industry :
Fitness
Client :
Basic Fit
Project Duration :
5 months
Challenge:
As one of Europe’s largest fitness chains, Basic-Fit operated across BENELUX, France, and Spain, serving millions of members with diverse needs and expectations. Like many in the fitness industry, the company faced a common but critical challenge: keeping members engaged long-term. While acquisition numbers were strong, churn and cancellations — persistent issues across the sector — threatened recurring revenue.
The need was clear: existing customer journeys needed personalization and targeted upselling opportunities.
Solution :
I was brought in to reimagine the member lifecycle through CRM-driven initiatives. My approach combined data, behavioral triggers, and member-centric messaging to create commercial journeys that felt both relevant and timely. Key initiatives included:
Referral Program: Designed and launched a referral journey that rewarded members for bringing friends, boosting both loyalty and acquisition.
Personalized CRM Journeys: Built lifecycle campaigns tailored to different stages of the customer journey, ensuring communication matched the member’s needs.
Upsell Triggers: Implemented contextual prompts for higher-tier packages and add-ons, strategically placed within existing engagement touchpoints.
By aligning these efforts with the company’s broader commercial strategy, the CRM became not just a support tool but a driver of growth.
Results :
The impact was measurable and immediate. The churn rate dropped to 3.8%, well below industry benchmarks. Membership cancellations fell to 3.4%, indicating stronger satisfaction and retention. Most impressively, targeted upsell initiatives achieved a 44% conversion rate, proving that personalized, well-timed offers could significantly increase member lifetime value.
Summary :
What started as a challenge to fight churn turned into an opportunity to reimagine how members experience their journey with Basic-Fit. By transforming the CRM into a revenue engine, we not only kept members longer but also encouraged them to see more value in upgrading their experience. It wasn’t just about reducing losses — it was about turning everyday interactions into growth opportunities.
More Projects
CRM
Basic Fit
Creating marketing activities for commercial member journeys like referrals, upsells and converting leads into members.
Year :
2025
Industry :
Fitness
Client :
Basic Fit
Project Duration :
5 months
Challenge:
As one of Europe’s largest fitness chains, Basic-Fit operated across BENELUX, France, and Spain, serving millions of members with diverse needs and expectations. Like many in the fitness industry, the company faced a common but critical challenge: keeping members engaged long-term. While acquisition numbers were strong, churn and cancellations — persistent issues across the sector — threatened recurring revenue.
The need was clear: existing customer journeys needed personalization and targeted upselling opportunities.
Solution :
I was brought in to reimagine the member lifecycle through CRM-driven initiatives. My approach combined data, behavioral triggers, and member-centric messaging to create commercial journeys that felt both relevant and timely. Key initiatives included:
Referral Program: Designed and launched a referral journey that rewarded members for bringing friends, boosting both loyalty and acquisition.
Personalized CRM Journeys: Built lifecycle campaigns tailored to different stages of the customer journey, ensuring communication matched the member’s needs.
Upsell Triggers: Implemented contextual prompts for higher-tier packages and add-ons, strategically placed within existing engagement touchpoints.
By aligning these efforts with the company’s broader commercial strategy, the CRM became not just a support tool but a driver of growth.
Results :
The impact was measurable and immediate. The churn rate dropped to 3.8%, well below industry benchmarks. Membership cancellations fell to 3.4%, indicating stronger satisfaction and retention. Most impressively, targeted upsell initiatives achieved a 44% conversion rate, proving that personalized, well-timed offers could significantly increase member lifetime value.
Summary :
What started as a challenge to fight churn turned into an opportunity to reimagine how members experience their journey with Basic-Fit. By transforming the CRM into a revenue engine, we not only kept members longer but also encouraged them to see more value in upgrading their experience. It wasn’t just about reducing losses — it was about turning everyday interactions into growth opportunities.
More Projects
CRM
Basic Fit
Creating marketing activities for commercial member journeys like referrals, upsells and converting leads into members.
Year :
2025
Industry :
Fitness
Client :
Basic Fit
Project Duration :
5 months
Challenge:
As one of Europe’s largest fitness chains, Basic-Fit operated across BENELUX, France, and Spain, serving millions of members with diverse needs and expectations. Like many in the fitness industry, the company faced a common but critical challenge: keeping members engaged long-term. While acquisition numbers were strong, churn and cancellations — persistent issues across the sector — threatened recurring revenue.
The need was clear: existing customer journeys needed personalization and targeted upselling opportunities.
Solution :
I was brought in to reimagine the member lifecycle through CRM-driven initiatives. My approach combined data, behavioral triggers, and member-centric messaging to create commercial journeys that felt both relevant and timely. Key initiatives included:
Referral Program: Designed and launched a referral journey that rewarded members for bringing friends, boosting both loyalty and acquisition.
Personalized CRM Journeys: Built lifecycle campaigns tailored to different stages of the customer journey, ensuring communication matched the member’s needs.
Upsell Triggers: Implemented contextual prompts for higher-tier packages and add-ons, strategically placed within existing engagement touchpoints.
By aligning these efforts with the company’s broader commercial strategy, the CRM became not just a support tool but a driver of growth.
Results :
The impact was measurable and immediate. The churn rate dropped to 3.8%, well below industry benchmarks. Membership cancellations fell to 3.4%, indicating stronger satisfaction and retention. Most impressively, targeted upsell initiatives achieved a 44% conversion rate, proving that personalized, well-timed offers could significantly increase member lifetime value.
Summary :
What started as a challenge to fight churn turned into an opportunity to reimagine how members experience their journey with Basic-Fit. By transforming the CRM into a revenue engine, we not only kept members longer but also encouraged them to see more value in upgrading their experience. It wasn’t just about reducing losses — it was about turning everyday interactions into growth opportunities.