Marketing, strategy, content.

The situation

OK GYM Pardubice Dubina is the only fitness centre in the city combining a gym, three types of sauna, a climbing wall, bungee workouts and massage, at a price comparable to competitors offering a quarter of that. The centre was opening a new lower floor, but none of this range showed up in its communication: customers still saw it as a standard gym.

What wasn't working

• Communication focused only on the gym. Sauna, climbing and bungee were never mentioned at all.
• No competitor analysis. The centre didn't know where its real edge was.
• Posts were random, with no content strategy or consistent tone

The approach

We started by analysing five main competitors in Pardubice. None of them offered gym, sauna, climbing and massage under one roof, yet OK GYM's own communication never mentioned that gap. From there, we built three communication pillars, a positioning statement, and two 30-day content plans with ready-to-post captions, plus a marketing guide split for the owner and for whoever runs the social accounts.

Positioning statement

For people in Pardubice who want more than just a gym, OK GYM Pardubice Dubina is the region's only complete sport and wellness centre, combining serious training, adventurous activities and real relaxation, at a fair price, in a place where you're known by name.

The situation

OK GYM Pardubice Dubina is a Czech fitness centre we work with long-term. Its new lower floor had just opened, with three types of sauna, a climbing wall, a bouldering wall, a MoonBoard, massages and group classes. The offer was strong, but many people in Pardubice didn't know about it yet. The goal: bring in as many new visitors as possible on a Meta Ads budget of about €205.

What we were up against

• A small local market, limited to the Pardubice Region
• Many different offers to explain, each for a different kind of visitor
• A small budget for the whole campaign

The approach

We built one campaign with three ad sets, split by what a visitor is looking for: Relax, Fitness and Climbing walls. Every activity got its own ad, 11 in total, so each had a message of its own. All ads share one layout: a photo, a two-line headline, three short steps and one call to action, so they look like a family. The copy is in formal Czech, in line with the gym's voice. We kept the audience broad, the Pardubice Region and ages 18 and up, and let the creative do the targeting. The campaign ran for 14 days and ended on 24 October 2026.

What we learned

Climbing was the cheapest offer to promote, Relax the most expensive. Interest peaked in the first days and then drifted down, so next time we would swap the creatives after about a week.

The situation

The client offered an eight-week graphic design course. The content was solid and the instructors experienced, but the page wasn't convincing anyone. It talked about hours and modules instead of what a student would actually walk away with, and most visitors were people who had been thinking about it for a year. The page needed to say one thing: you can do this.

What wasn't working

• The hook talked about the course, not the customer
• No clear answer to "who is this for"
• Objections were never addressed

The new architecture

• Hook, naming the frustration directly
• Problem, stated specifically
• Solution, positioned as the answer
• What you get, framed as outcomes, not modules
• Who it's for, and who it isn't
• Four objections, answered directly

The situation

The client sent a single email: a welcome message with a discount code. Customers used the code, bought once, and disappeared. There was no relationship built before the second purchase. The goal was trust, not another sale, shown early enough that the second purchase would follow naturally.

The philosophy

Every email has to give the customer something, even if they don't buy: information, a perspective, a useful tip. The sale follows naturally once the customer believes the brand understands them.

Sequence structure

• Email 1 (immediate): a welcome message with the brand story and the code
• Email 2 (day 2): how to read an ingredient list
• Email 3 (day 4): the most common mistake when choosing skincare
• Email 4 (day 7): recommendations by skin type
• Email 5 (day 10): a question, and a soft nudge to buy

The situation

The client sold unique hand-blown glass from Czech glassmakers. The products were beautiful and the story behind them strong, but the descriptions read like a catalogue: dimensions, colour, material. No context, no emotion, no reason to buy.

Our approach

We treated every product as an object with a history, asking who made it, how long it took, and what makes this particular piece unusual. Each new description carries three layers: the story of how it was made, a description, and a reason to buy.