Actiforme Saint-Jean

Ursa Marketing's Mandate for Actiforme Saint-Jean

In 2024, Actiforme hired Ursa Marketing to strengthen its digital performance, increase its online visibility and generate more sign-ups through online advertising.

Founded in 1991 and located in Saint-Jean-sur-Richelieu, Actiforme is a hybrid fitness centre that combines a gym supervised by kinesiologists with clinical services.

With a team of health professionals, rehabilitation services and group fitness classes designed for a wide range of needs and abilities, Actiforme helps its members reach their goals, regardless of age, fitness level or experience.

Like many small businesses in the fitness industry, Actiforme operates in a market characterized by ongoing member churn and strong price competition.

Our mandate was to position Actiforme as a local leader in supervised training and generate a steady flow of sign-ups for its gym, group classes and clinical services.

The Challenges Tied to the Mandate

Improving Conversion Tracking

One of the main challenges was tracking conversions for group classes and certain specialized workshops.

Actiforme uses a third-party booking platform to manage registrations, which limited our ability to directly measure the results generated by ad campaigns.

Working with the agency responsible for the website and SEO, we recommended creating a dedicated landing page for each class Actiforme offers.

This structure now allows us to track clicks to the external booking platform, while also driving more qualified traffic to the website and strengthening the business's organic search presence.

Standing Out in a Competitive Fitness Market

Another major challenge was positioning Actiforme in a highly competitive market, especially against large chains like Éconofitness and Crunch, which offer a similar service at a lower price.

We chose to focus on Actiforme's added value by highlighting what truly sets it apart: on-site kinesiologists, access to clinical services, an expert team and a personalized approach.

This strategy shows that Actiforme offers far more than simple access to gym equipment.

The Marketing Strategies

An Advertising Strategy Built Around the Customer Journey

To meet the mandate's objectives, we deployed an advertising strategy that combines capturing existing demand with creating new opportunities.

On Google Ads, Search campaigns reached users with clear intent, especially people searching for a gym in Saint-Jean-sur-Richelieu, group fitness classes or clinical services.

These campaigns were complemented by a Performance Max campaign to expand Actiforme's reach across the Google ecosystem and uncover new conversion opportunities.

This approach allowed us to optimize ad delivery based on the best-performing audiences and placements.

In addition, Meta Ads campaigns focused on traffic and conversions introduced Actiforme's services to new audiences, while supporting key periods such as filling group classes and promoting limited-time offers.

The Results

Sustained Membership Growth

Since the partnership began in March 2024, Actiforme has experienced significant growth, driven by a digital strategy focused on acquiring new members, promoting its specialized services and continuously optimizing its ad campaigns.

In the first six months, memberships increased by 23%, a trend that continued with a 34% increase after the first year and 42% since the start of the partnership.

In a market where members leave every month, maintaining this upward curve requires a constant flow of new acquisitions.

Lasting Revenue Growth

This growth is also reflected in the company's financial performance.

Actiforme's revenue grew by 14% in the first year, then by 12% the following year, for a total increase of 36% since the start of our collaboration.

Strong Growth in Specialized Services

Kinesiology coaching services also grew significantly, with a 90% increase in sales since the start of the partnership, including remarkable growth of 78% over the past year.

These results show the effectiveness of a positioning that highlights the team's expertise and Actiforme's personalized services.

Growing Popularity of Group Fitness Classes

Group classes saw exceptional growth, with a 45% increase in the first year, 52% over the past year and 119% since the start of the mandate.

These results confirm that the strategies deployed successfully increased the visibility of each offer and reached new local customers.

Increasingly Profitable Ad Acquisition

This growth is powered by an ad account whose efficiency has steadily improved. The average cost per conversion has dropped by more than 60% since the start of the mandate, and the conversion rate now reaches 23.6%.

These results were achieved with an intentionally modest media budget, which made rigorous optimization all the more critical against competitors with far greater resources.

The launch of the Performance Max campaign was a turning point. By leveraging multiple Google networks at once, it now generates nearly 66% of the account's conversions, at a cost per conversion more than 58% lower than traditional Search campaigns.

This is the lever that allows Actiforme to acquire new customers profitably, month after month.

What's Next

Since the mandate began in March 2024, Actiforme's performance has continued to improve thanks to a data-driven approach and ongoing campaign optimization.

Over the next year, we will keep working to increase the business's visibility, reach new audiences and support the growth of its various services.

The goal is to keep maximizing return on ad spend in a demanding market, while showcasing the expertise and personalized approach that set Actiforme apart.