Apex Power
Apex Power is a premium city-center fitness club, four years in business with 200 active members at the start. Online channels generated only one or two new clients a month; 90% came through referrals.
The challenge
What needed to change
Increase the flow of new clients over seven months through premium positioning and a systematic multi-platform content engine.
The work
What I did
- 01Established premium positioning and a dark, high-contrast visual direction.
- 02Built content across five platforms: transformation stories, workouts, trainer profiles, nutrition and recovery, motivation, and community across Instagram, TikTok, VK, Telegram, and YouTube Shorts.
- 03Ran paid media with a ₽295,000 seven-month budget and created a landing page with online booking.
- 04Introduced an enquiry-handling standard and cut response time to two hours.
Outcomes
The results
Growth by platform
| Platform | Change |
|---|---|
| 280 → 6,400 followers; engagement 2% → 12% | |
| TikTok | 0 → 8,200 followers; views 300 → 8,000; one challenge reached 250,000 views |
| VK | 150 → 2,800 followers; engagement 5% → 10% |
| Telegram | 0 → 3,200 subscribers |
| YouTube Shorts | 40 videos, 32,000+ views, 380 subscribers |
Cost per click was approximately ₽32, cost per enquiry approximately ₽810, cost per trial visit approximately ₽1,209, and cost per new client approximately ₽1,612.
New clients increased from 8–12 to 25–30 per month, approximately 2.5×. The advertising funnel generated 183 new clients in seven months.
Potential membership revenue uplift reached ₽640,500 per month, before churn and cross-sell revenue.
*Instagram is owned by Meta, an organization designated as extremist and banned in the Russian Federation.
