Lewis is the owner of Strongevity UK, a gym created specifically for people aged 50 and over, with a focus on strength training and helping clients become fitter, stronger and more capable.

After years of working with this demographic through his other gym, Lewis saw an opportunity to build a more specialised service. The challenge was launching a completely new brand and generating enough demand to fill the gym.

What followed was a highly targeted marketing strategy built around consistent content, a clear audience, a strong personal brand and a refined sales process. The first intake generated more than £30,000 in just ten days, while the waiting list eventually grew to more than 800 people.

The Challenge

Lewis wasn’t simply opening another version of his existing gym. Strongevity UK was built around a specific audience: people aged 50 and over who wanted to improve their strength and fitness.

The goal was to create an environment that felt different from a traditional gym and made strength training more approachable for an older demographic.

Lewis understood that many people in this age group could feel intimidated by traditional gyms or unsure about where to begin. Some had previous injuries, while others believed they needed to focus primarily on cardio.

The marketing therefore needed to make it immediately clear who Strongevity UK was for and why it was different.

The Strategy

Creating Content Around Real Questions

Content became a major part of the Strongevity UK launch.

Rather than trying to constantly come up with completely new ideas, Lewis started turning the questions he received from potential and existing clients into content.

One example was parking. Because the gym was located in a town centre where parking was limited, people regularly asked where they could park.

Lewis turned that common question into a video.

“Every question that I get asked, I’m just going to make that into some content.”

The approach meant that content was not created simply for the sake of posting. It was designed to answer real questions, remove objections, and give prospective members useful information before they ever contacted the gym.

Lewis also committed to posting consistently, aiming to publish at least once a day.

Building A Personal Brand

One of the biggest lessons from the Strongevity UK launch was the importance of having a real person behind the business.

Lewis initially intended to eventually hand social media over to his team. However, the response to his content changed his mind.

Prospective members were arriving at the gym already feeling familiar with him because they had consumed so much of his content online.

As Lewis explained, members would tell him things such as:

“I feel like I’m meeting a celebrity.”

Another member told him:

“I feel like I know you.”

That familiarity helped create trust before the first face-to-face interaction.

Lewis ultimately decided that being the face of the business was something he wanted to continue doing rather than something he wanted to delegate.

Building Demand Before The Launch

The Strongevity UK launch also focused heavily on building anticipation.

The first post on the new account was published 41 days before the launch. Lewis began sharing regular updates about the gym, the concept, and who it was designed for.

The messaging remained highly specific, repeatedly communicating that Strongevity UK was a gym for people over 50.

The content initially encouraged people to follow the account before introducing calls to action around joining the waiting list.

This helped create an audience before the gym officially opened and gave Lewis a pool of people who were already familiar with the business when places became available.

Over time, that waiting list grew to more than 800 people.

A Sales Process Designed Around Fit

As demand increased, the focus moved beyond simply generating leads.

Strongevity UK introduced an application process to help identify people who were genuinely suited to the gym.

Lewis was comfortable telling prospective members when he didn’t believe the gym was the right fit for them. The aim was not to convince everyone to buy, but to make sure the people who joined were aligned with the service and its approach.

Before each intake, Lewis also recorded a longer video explaining how the process worked, what Strongevity UK looked for in a client and what it didn’t look for.

This meant many potential objections were addressed before the sales call even took place.

The calls themselves were around 20 minutes long and payments were taken over the phone.

For the latest intake, 776 calls were booked in less than three minutes after the calendar opened. Of those who attended, 83% purchased.

The Results

The numbers from the first two intakes demonstrate how quickly the demand translated into revenue.

For the first intake, the six-week programme was priced at £247 as a special introductory offer. Lewis generated just over £30,000 from the intake, completing the sales calls over ten consecutive days.

He closed 84% of those calls.

After seeing such a high close rate, Lewis recognised that the offer was underpriced and increased the cost of the programme to £447 for six weeks.

The next intake took on around 60 people and generated £27,000.

Despite serving fewer people, the business generated almost the same revenue in just four days rather than ten.

As Lewis explained:

“Less made more money for serving less people, which as a business means that we can deliver a better service.”

The latest intake also saw 776 calls booked in less than three minutes, with 75 people attending and 83% purchasing.

Meanwhile, the waiting list grew to more than 800 people.

“FMA Has Been Probably One Of The Best Investments”

Lewis has worked with Fitness Marketing Agency for approximately two and a half to three years.

His initial intention was largely focused on having support with Facebook advertising. However, his experience developed into something much broader.

Through working with the FMA team, Lewis says he gained a deeper understanding of marketing, sales and the wider business process. He also valued being able to discuss ideas, receive support and learn from the team.

“Honestly, FMA for me has been probably one of the best investments.”

He continued:

“The amount that I’ve learned about marketing and about the sales process, everything.”

For Lewis, the value wasn’t simply in having someone manage advertising. It was in developing his own understanding of how marketing and sales worked together.

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