Try to reach everyone and you reach no one.
The right message, to the right person, at the right time.
If they don’t feel spoken to, they keep scrolling.
Adjectives are opinion. Specifics are evidence.
The Yard Gym Marrickville
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The Yard Gym Marrickville The Yard. Where training meets community. 3 Sessions for $30. Strength and conditioning in a coached group environment, with expert guidance and the support to keep you progressing. Find your rhythm. Find your crew. Take the first step - claim your trial offer.
The Yard Gym Marrickville
Sponsored
The Yard Gym Marrickville Need a reset? Start fresh here. 3 Sessions for $30 Structured strength and conditioning in a coached group environment. Simple. Consistent. Effective. Tap to start your trial
The Yard Gym Marrickville
Sponsored
The Yard Gym Marrickville The Yard. Where training meets community. 3 Sessions for $30. Strength and conditioning in a coached group environment, with expert guidance and the support to keep you progressing. Find your rhythm. Find your crew. Take the first step - claim your trial offer.
What every gym says
“The coffee after Saturday’s sweat session.”
“Greeted by name when you walk in. By the coaches, and by everyone in your morning class.”
“A coach is with you from the moment you walk in. Every weight you lift, you lift safely.”
“New members get a buddy, and a coach on every movement until it feels comfortable.”
Only say it if it’s true at your studio
Start with what they want, not what you do.
Backwards
Start with the product
13-week blocks, coached classesInvent a reason to care
In our words, not theirsA product description
Speaks to no oneThe right way
Find what they already want, and fear
From our members, in their wordsSpeak to it
The way they say itPoint it at your studio
The answer they were looking forAsk the right questions
The answers write our ads, and help our coaches look after every member.
Member chats
What was life like before you joined?
What was the moment you decided to do something about it?
What would you miss most if you couldn’t train here anymore?
What’s changed outside the gym?
How do you describe REVL to friends?
What had you tried before, and why didn’t it stick?
Looking back, what nearly stopped you joining?
Has anyone noticed a change in you? Who, and what did they say?
What would you say to someone who’s where you were before you started?
How would you describe yourself now, compared to then?
What does community mean to you?
From answers to an ad
Example“Two years at a group gym down the road. Four mornings a week. I looked exactly the same.”
“I didn’t think I’d be fit enough to keep up in the sessions.”
“A coach who knows my numbers. They tell me when to go heavier.”
“It’s not just the coaches who know my name. Everyone in the 6am class does. They push me through the session and lift me up.”
Stuck at another gym
Training hard somewhere else. Nothing’s changing.
Years of training, no change.
Not sure they’re fit enough for REVL.
A coach who knows their numbers.
People who know their name and push them.
Before
The Yard, as it runsThe Yard Gym Marrickville
Sponsored
The Yard Gym Marrickville The Yard. Where training meets community.
3 Sessions for $30.Strength and conditioning in a coached group environment, with expert guidance and the support to keep you progressing.Find your rhythm. Find your crew.Take the first step - claim your trial offer.
After
REVL Training
Sponsored
REVL Training You’re already training four mornings a week. You should be getting stronger.At REVL, every session builds on the last. Your coach knows what you lifted last week, checks your form on every exercise, and tells you when you’re ready to go heavier.Your first week is built around where you are, not where everyone else is.2 weeks of classes, $35 per week. Grab your pass and choose your first session.
REVL Training
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REVL Training When you walk in for your morning class, you’re greeted by name. By the coaches, and by the members you train with.They push you through the last round, and they celebrate with you when you hit a new best.Training is better with people who want the same thing you do.2 weeks of classes, $35 per week. Grab your pass and choose your first session.
Posting reaches your members. Ads reach your area.
About 7%
of your followers see a post. About 166 of 2,500.
Mostly the people who already like your posts. Usually members.
Your area
You choose where it shows.
People near your studio who don’t follow you yet.
Instagram accounts with 1,000 to 5,000 followers reached about 6.65% of their followers per post.
Socialinsider study of 872,075 Facebook and Instagram posts, Jan 2025 to Aug 2026
Every gym only talks to people ready to buy.
Not thinking about it
Hasn’t noticed anything needs to change.
Member stories they see themselves inLife before, and what changed.
Thinking about it
Knows they want something different.
The worry that holds them back, answeredNot fit enough? A member who felt the same.
Getting ready
Looking at the options.
What it’s really like insideThe coffee after Saturday’s session. A coach on every exercise. Your first week.
Ready to buy
Knows you. Choosing a gym.
The offer2 weeks unlimited, $70. 5 classes for $35.
We can’t push anyone down. We can be there as they move.
Don’t turn the early ads off.
Ads work. The same ad doesn’t.
Most gyms swap the photo, keep the words, and decide ads don’t work.
Persona
Stuck at another gym→New to the area
Angle
Getting stronger→Fit enough
Offer
2 weeks of classes, $35 per week→5 classes for $35
A new photo on the same words is the same ad.
The shape, not exact numbers · Blue Sense Digital, citing a Meta article on repeat views
ExamplePersona. Angle. Offer.
Every ad is three choices. Together they make a concept.
Persona
Who they are, and their situation.
- Stuck at another gym
- New to the area
- Runs on their own
- In their 30s, never a gym person
Be specific. A situation, a want and a reason to act now. Never “people who want to get fit”.
Angle
The one thing the ad talks about.
- Getting stronger
- Fit enough
- Community
- What coaching looks like
One thing per ad. Not everything at once.
Offer
What they get to start.
- 2 weeks unlimited, $70
- 5 classes for $35
- 2 weeks of classes, $35 per week
- 5 classes, $7 each
Run one, then switch it. The same price can land differently.
Change any one of the three, and it’s a new ad.
Two personas, many ads
Your studioMeta ads. $30 to $60 a day, always on.
Stuck at another gym
Training hard somewhere else. Nothing’s changing.
New to the area
Just moved here. Wants a routine, and their own people.
Getting stronger
REVL Training
Sponsored
REVL Training
Sponsored
REVL Training
Sponsored
REVL Training
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2 weeks of classes$35per weekFit enough
REVL Training
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REVL Training
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REVL Training
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REVL Training
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2 weeks of classes$35per weekCommunity
REVL Training
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REVL Training
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REVL Training
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REVL Training
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2 weeks of classes$35per weekStart with 2 personas from your member chats
1 persona × 3 angles = 3 ad sets
1 persona × 3 angles × 3 to 4 ads = 9 to 12 ads
One person’s ad journey
Stuck at another gym. Thinking about it, then getting ready.
The Yard Gym
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The Yard Gym
Sponsored
The Yard Gym
Sponsored
The Yard Gym
Sponsored
The Yard Gym
Sponsored
The Yard Gym
Sponsored
The Yard Gym
Sponsored
The Yard Gym
Sponsored
The Yard Gym
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The Yard Gym
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REVL Training
Sponsored
Getting stronger
Member photoREVL Training
Sponsored
Fit enough
Member videoREVL Training
Sponsored
Community
Greeted by nameREVL Training
Sponsored
Community
Member videoREVL Training
Sponsored
Community
The coffee afterREVL Training
Sponsored
Community
Coach videoREVL Training
Sponsored
2 weeks of classes$35per weekCommunity
The offerBooks a session
The offer ad gets the credit. Every ad before it did the work.
So we judge the ad set, not the single adWhere to start
Take your time to build this out.
Ask the questions
Learn your members, and how they talk.
Build your personas
Look at the answers and work out who to speak to.
Pick your angles
2 to 3 ways to speak to that person.
Make the content
Start with what you’ve already posted. Member stories, videos, community moments.
Build the packs
- Persona your campaign
- Angles as ad sets
- Ads talking to the angle
Do it properly from the start. It’s what gets you there.