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Phillips JoineryCase study · The MMA Clinic · High Wycombe and London From the mats to the membership.
The MMA Clinic runs mixed martial arts, boxing and fitness classes across three locations in High Wycombe and London. Since January 2024 we have filmed their classes, cut the footage into Reels, run the social channels for all three sites, built the CRM that follows up every trial, and helped them move their membership system from Ashbourne to Clubright. The owner’s Google review gives the result better than we could.
Three gyms, and nobody free to film
A martial arts and fitness gym with three sites, a broad timetable and a community that runs from first timers to competitive fighters. Membership businesses live or die on two things: how many local people know the gym exists, and how many of those walk in for a first class. Both are social media jobs, and in January 2024 nobody at the gym had the time to do either.
Follower counts for a gym only matter if the followers are local. Buying reach from far away does nothing for a business that needs people on the mat.
Real members, real sessions, three sites
Our videographer visits the gyms through the year and films classes, sparring, pad work and the people. Real members in real sessions, because that is what persuades a nervous beginner to book a trial. The footage is cut into short, fast Reels built for Instagram and Facebook and published on a schedule, so every location stays visible every week.
Two thousand followers who can walk in
We aimed the content and the follower growth at people near each site rather than at vanity numbers. The owner’s review makes the point himself: over 2,000 new followers in twelve months, which might not seem like a lot, but they are all local and very engaging, and they convert into paying members every day. That is the whole strategy in one sentence, and he wrote it, not us.
The CRM, and a migration nobody enjoys
Behind the content sits the CRM: every trial booking and enquiry from every site lands in one place, gets a reply and a reminder, and is followed up if it goes quiet. When the gym outgrew its membership software we helped move it from Ashbourne to Clubright, which is the kind of unglamorous job that keeps a three site gym running and that nobody puts on Instagram.
In the owner’s words
Over 2,000 new followers in twelve months, all local, a community of like minded people who stay in touch, and new paying members every day. Membership and revenue figures are the gym’s own and are not published here. The review is below, unedited, and the agreement has renewed every month since January 2024.
How it unfolded
Two and a half years across three gyms.
- January 2024The brief
Three sites, no content. Filming starts at all of them.
- 2024Reels every week
Classes, sparring and pad work cut for Instagram and Facebook, per location.
- July 2024The review
Over 2,000 new local followers in twelve months, in the owner's words.
- Since 2024The CRM
Every trial booking answered, reminded and followed up, across three sites.
- Along the wayAshbourne to Clubright
The membership system migrated with the gym running throughout.
- 2026Third year
Still filming, still month to month.
The work, in the open
Why we do not chase big numbers
A gym in High Wycombe gains nothing from a follower in Manchester. Every piece of content and every pound of reach is aimed at people who could walk in for a class, which is why the owner’s two thousand matter more than someone else’s twenty thousand. Membership figures are his and stay private.
Hear it from the owner, not from us
The MMA Clinic’s Google review from July 2024 is below, unedited. It says what the content did, who the followers are and what they turn into, which is everything a case study is for.
Client since January 2024, month to month, three sites.
Amir has been creating reels from classes at all 3 of our locations over the past year, hes work has not only brought a lot of new members but have increased our followers by over 2000 in 12 months…
Questions
How do gyms get more members from Instagram?
How often should a gym post on social media?
Can you help a gym change membership software?
How much does gym social media management cost?
Do local followers actually matter, or is it vanity?
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