Biofitness

How I increased Biofitness’s conversion rate by 60%

positioning – brand strategy – visual identity

I created a rebrand for performance coach Biofitness which resulted in higher quality enquiries, conversion rate increased by 60%, increased profits and an additional full time trainer onboarded within six months of the launch.

By understanding their clients’ motivations, I increased client retention at the point most coaches lose business by introducing the Biofitness Cut Club.

Problem
In their marketing, Biofitness was saying the say as every other coach – work with us and you will lose weight. They worried that being different from the market norms would lead to them losing market share. The reality was that their marketing offer didn’t align with what they actually delivered, weight-loss as the first step to life changing high-performance coaching.

The problems for the business were: attracting enquiries from the wrong people meaning time wasted on enquiry calls and a low conversion rate, and some of the wrong people signing up, not engaging with the programme and dropping out after a few months. In both cases time and money lost.

What I did
Working through my five step process, I created a strategy and rebrand that changed all that. I researched Biofitness’s clients and identified the different drivers behind why clients sign up and why they stay with the brand. I created a strategy and branding that bridged those two mindsets, get the body you want and use it to live life.

I created new brand language, tagline – Commit to life – and visual identity built around their USP. I rolled out the brand to a brand world of social media assets, marketing, presentations and merch. The shift in their approach opened new avenues for promo and marketing, no longer competing in the world of weight-loss, Biofitness stand above their competition working only with people willing to commit to life.

Result
In the 12 months after the rebrand launched, Biofitness saw a 25% increase in enquiries. The new messaging meant people enquiring were more aligned with the Biofitness method so the conversion rate increased by 60% leading to increased profits and an additional full time trainer onboarded within six months of the launch.

Money moment
Losing 10kg is a common goal in the fitness industry and research showed, once that goal is achieved, trainers often lose clients. I introduced the Biofitness Cut Club to enable the brand to celebrate the member’s achievement while creating a clear moment of conversation to change the client’s training and goals.

Since the introduction of the Cut Club member retention increased allowing Biofitness to expand their team and, along with new marketing assets, grow the business.

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