LOCKER Case Study: A Digital Overhaul.

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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Under new ownership, Locker had strong roots in the national fitness community but had grown stale and outdated.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.​

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Our Approach:
ThumbStop Social delivered a complete brand and marketing overhaul – combining creative storytelling, system design, and digital infrastructure to relaunch Locker as a bold, modern fitness brand.

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1. 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”
    

2. 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.
    

3. 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 being that there has been minimal drop off and the gym has retained 95% of its core membership.
    

4. 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. The biggest success was an entirely automated Run Club sign-up process yielding a 97.8% conversion rate.

 

​The Impact:
Locker’s rebrand and new marketing ecosystem transformed its presence and performance:

• 200k+ consistency monthly content views

• An automated Run Club (launched in July) with 139 members.

• 2 event launches generating over £1k+ with no ad spend.

• 150+ new email subscribers 

• 20+ MQLs, all organically

• CPA of £8.72

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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.