Their Challenge.
Under new ownership, Locker had strong roots in the national fitness community but had grown stale and outdated. The brand lacked energy, structure, and a unified digital presence — it needed a full reset centred around trust-building under new ownership and a fresh look.
Locker wanted to modernise its image, relaunch with confidence, and build a sustainable system for growth. They needed an agency to reflect the new era the gym was about to enter, reconnect with the community and build trust in the new leadership and their vision.
Our Approach.
Rebrand & Relaunch
We rebuilt the Locker identity from scratch — refining visuals, messaging, and tone to reflect a more confident, high-performance brand. The first post of the new campaign introducing the new era became Locker's best-performing post ever. The account regularly reaches over 40 times its following and has infiltrated new areas of the community, such as the Thumbstop-led "Run Club".
Founder-Led Content
We implemented an authentic, people-first approach with high-performing video content featuring the new owners, combined with community-centred social proof. These short, personal videos acted as anchors to the vision, increasing views and traffic whilst the community strategy drove engagement and sign-ups.
New Offerings & Services
Locker's relaunch went beyond aesthetics. The gym needed to reinvent its business model and bring it into the new age. The biggest challenge: the messaging to the members. Thumbstop was tasked with orchestrating a strategic campaign centred around the core messaging of why the gym was changing, as well as communicating a steep price increase through benefit-led marketing. The result: minimal drop-off and the gym retained 95% of its core membership.
Digital Infrastructure
To support growth, we built a complete marketing pipeline from the ground up — including an efficient email marketing system, automated lead funnels, and a Meta Ads campaign driving to a custom landing page. This system now captures, nurtures, and converts leads efficiently.
Quiz Funnel — "The Six" (LGPT Offer)
To tackle low-quality leads and inefficient conversion, we built a quiz funnel designed to pre-qualify prospects, educate them on the service, and segment intent before enquiry. Initially paired with paid ads, it continued to perform organically as a standalone conversion asset — generating 50 conversions with an ~85% close rate due to the high quality of leads entering the sales process.
Fully Automated Run Club Sign-Up
Manual onboarding was creating friction and operational overhead. We built a fully automated sign-up system via Instagram entry point: users sign up via IG, Zapier automations trigger onboarding, waivers are completed automatically, and users are added to WhatsApp groups instantly. The result: 175+ sign-ups since launch with 100% automated onboarding — zero manual input from the owners, reduced liability, and a scalable community growth system.
The Results.
- →200k+ consistently monthly organic content views
- →175+ Run Club sign-ups — fully automated, zero manual input
- →~85% close rate on quiz funnel leads ("The Six")
- →50 conversions from the quiz funnel alone
- →2 event launches generating £1k+ with no ad spend
- →150+ new email subscribers
- →20+ MQLs, all organically
- →CPA of £8.72
- →95% membership retention through a steep price increase
The Impact.
In short, Locker went from dated to in-demand. ThumbStop Social turned a tired gym into a thriving, modern fitness brand — blending strategy, storytelling, and systems to make Locker relevant, powerful, and built for growth. From a full rebrand to automated funnels and community engines, every part of the business now works harder.
Gallery.
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