All Work
Internal Tool · A-11 · v0.3
Pulse Club
Fill the quiet classes without discounting the full ones. Capacity Heatmapv0.3 / LAB
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SHIFT MEDIA → AVAILABLE CLASSTHE PROBLEM WE ADDRESSCan media fill empty classes without discounting full ones?
01Modelled business scenarioCompany and figures are fictional
02Working mechanismCapacity Heatmap
03Modelled outcomeFor commercial orientation
MODELLED BUSINESS SCENARIO
Fill quiet classes without discounting the full ones.
BUDGET$47,000 media / monthPERIOD8-week model
Modelled with schedule capacity connected to local ad spend.
BUSINESS MODEL
What is sold and where the problem starts.
Fill low-demand class times without discounting peak hours or overwhelming individual clubs.
One national lead campaign ignored local timetable, travel radius and whether a free trial was attended.
Reduce attended-trial CPA below $32 and raise off-peak occupancy above 62%.
THE EXPERIMENT STORY
Saturday had no free spots. Tuesday had no people.
This narrative uses a modelled scenario. The company, budget and outcomes are fictional; the diagnostic and operating logic show how a real engagement would unfold.- 01
01 / THE BRIEF The first symptom was not inside the ad account.
Local campaigns kept promoting the most popular classes because they generated the easiest bookings. The dashboard looked efficient while coaches in weaker time slots stood idle and members could not find space when they actually wanted it.
18-location fitness network was selling memberships and small-group classes across Poland. The model was recurring membership. On the surface, the brief sounded direct: Fill low-demand class times without discounting peak hours or overwhelming individual clubs.
- MODEL
- Recurring membership
- 02
02 / WEEK ONE Full classes winning
One national lead campaign ignored local timetable, travel radius and whether a free trial was attended. The trap was that isolated metrics still looked acceptable: Local ad CTR was 1.36%, trial-page cpc was $1.74, and attended-trial cpa was $43.
Popular sessions generated the best click and booking rates but needed no demand. That changed the diagnosis. The issue was not one toggle inside an ad account; it was what the system counted as success and which signal reached the team. The work had to connect media to the outcome that actually created business value.
- Attended-trial CPA
- $43 → <$32
- 03
03 / THE TURN Let live capacity choose the offer, audience radius and class shown in every local ad.
The first decision was “Live timetable.” Connect class, coach, club and remaining places to campaign feeds. It was followed by “Local radius”: Use travel-time zones instead of broad city targeting.
Weighted campaign value by remaining capacity and off-peak priority. Once the measurement logic was shared, the team could see what to stop, what needed a different message, and where the real constraint sat in the page, lead handling or product availability rather than traffic.
- FIRST DECISION
- Live timetable
- 04
04 / THE BUILD Your class is already happening nearby—show the exact coach, time and atmosphere.
Your class is already happening nearby—show the exact coach, time and atmosphere. The production plan became 18 club kits, 24 class videos, dynamic timetable cards and reminder sequences. The tests were not about abstract taste; they covered coach, distance, class format, free trial, quiet-hour benefit and member story.
The journey was assembled as one chain: Local class ad → Available slot → Trial booking → Check-in and membership. Meta, Google Search, TikTok, Google Maps no longer lived in separate reports, while GA4, Club CRM, Offline Conversions, SMS, Metabase connected spend, behaviour and the final outcome. Added slot commitment, reminders and check-in optimization.
- SYSTEM
- 4 channels · 5 tools
- 05
05 / THE DECISION A local service should advertise the capacity it wants to fill, not the service already selling itself.
In the model, local ad ctr moved from 1.36% to 2.28%, attended-trial cpa from $43 to $29, and off-peak occupancy reached 67%. These are not promises; they make the decision thresholds explicit before real data enters the system.
Weeks 7–8: Optimize to attendance and membership. The main conclusion reached beyond a single campaign. The network stopped buying generic gym leads and started buying attendance exactly where capacity was available. That is the logic a real engagement would retain, using the client's actual evidence, constraints and accountable decision makers.
- Off-peak occupancy
- 67%
KPI / CTR / CPC / CPA
Not one vanity percentage. The full metric chain.
Every figure in this section is modelled to demonstrate the scenario economics.01Local ad CTR
- BEFORE
- 1.36%
- TARGET
- 2.00%
- MODEL
- 2.28%
Local relevance
02Trial-page CPC
- BEFORE
- $1.74
- TARGET
- <$1.35
- MODEL
- $1.18
Cost of local visit
03Attended-trial CPA
- BEFORE
- $43
- TARGET
- <$32
- MODEL
- $29
Real acquisition cost
04Trial attendance
- BEFORE
- 54%
- TARGET
- >65%
- MODEL
- 69%
Lead quality
05Off-peak occupancy
- BEFORE
- 48%
- TARGET
- >62%
- MODEL
- 67%
Capacity use
STRATEGY
Four decisions that change the economics.
- 01Live timetable
Connect class, coach, club and remaining places to campaign feeds.
- 02Local radius
Use travel-time zones instead of broad city targeting.
- 03Attended event
Return check-in and membership purchase to platforms.
- 04Capacity pricing
Promote underused slots and stop offers when a class reaches the limit.
CREATIVE IDEA
Your class is already happening nearby—show the exact coach, time and atmosphere.
18 club kits, 24 class videos, dynamic timetable cards and reminder sequences.
Coach, distance, class format, free trial, quiet-hour benefit and member story.
PATH TO OUTCOME
- 01Local class ad
- 02Available slot
- 03Trial booking
- 04Check-in and membership
WHAT DID NOT GO TO PLAN
Problems are part of the work. So are the fixes.
Full classes winning
PROBLEM
Popular sessions generated the best click and booking rates but needed no demand.
FIX
Weighted campaign value by remaining capacity and off-peak priority.
No-show leads
PROBLEM
Free trials created low-friction but weak intent.
FIX
Added slot commitment, reminders and check-in optimization.
OPERATING CADENCE
What happens while the project runs.
- 01Weeks 1–2
Join timetable and CRM events.
- 02Weeks 3–4
Build local creative kits.
- 03Weeks 5–6
Launch capacity campaigns.
- 04Weeks 7–8
Optimize to attendance and membership.
MAIN TAKEAWAYThe network stopped buying generic gym leads and started buying attendance exactly where capacity was available.
This demonstrates how we think — it does not fabricate a case study.
Discuss a Similar Solution This is not a client result; the numbers are sample data. For your project, we adapt the solution, tools and measurement to the task and budget.