Genesis Saw Mill Club: From Zero Paid Social to 158 Leads in 6 Weeks
Genesis Saw Mill Club had no paid social presence and relied on unpredictable word-of-mouth for new members. Digitality built their entire acquisition system from scratch: offer strategy, video ad creative, conversion funnels, and automated nurture sequences. Within 6 weeks of campaign launch, the system generated 158 qualified leads at $15.03 each.
Qualified Leads in 6 Weeks
Cost Per Lead
Member Lifetime Value
The Challenge
Genesis Saw Mill Club is a premium fitness facility in Mount Kisco, NY. Before working with Digitality, they had zero paid social media presence. New member acquisition was scattered across walk-ins, referrals, and word of mouth. Some months were strong. Others weren't. There was no system, no predictability, and no way to scale what was working.
The club had a great product. Members who joined tended to stay for two to three years, paying roughly $140 per month. The lifetime value was there. What was missing was a consistent way to put the right offer in front of the right people and move them from interest to commitment.
What We Built
We started with a full audit of their current marketing. No ads running, no funnels in place, no automated follow-up. Everything was manual or nonexistent.
From there, we built the entire acquisition system:
Offer Strategy — We identified a compelling entry point that lowered the barrier for new prospects to experience the club firsthand.
Video Ad Creative — We scripted, filmed, and edited video ads designed for Meta (Facebook and Instagram). Not stock footage or templated graphics. Real creative, shot on location, built to stop the scroll.
Conversion Funnels — We built dedicated landing pages and lead capture flows optimized for the offer. Every step was designed to reduce friction and move prospects toward booking.
Automated Nurture — We set up email and SMS sequences that engage leads automatically after they opt in. Hot leads get pushed toward booking. Cooler leads stay in the nurture loop until they're ready.
Meta Advertising — We launched a top-of-funnel conversion campaign targeting the right demographics in the club's service area.
The Results
Campaign data from the first 6 weeks of ads running:
- 158 qualified leads generated
- $15.03 cost per lead
- $2,374 total ad spend
- 18 booked trials with 33 more in the hot pipeline
- 130,000+ impressions across Meta platforms
- 28,900+ people reached
The math tells the rest of the story. Each new member is worth an estimated $3,500+ over their lifetime (based on average retention of 2-3 years at roughly $140/month). Even a conservative conversion rate on those 158 leads produces a return that dwarfs the ad spend many times over.
And the campaign is still early. Leads continue to move through the nurture sequences, and the pipeline keeps growing.
Why It Matters
Genesis didn't need more marketing tactics. They needed a system. A repeatable process that turns ad spend into qualified leads, qualified leads into trials, and trials into long-term members.
That's what we built. From zero paid social presence to a predictable, scalable acquisition engine in under 10 weeks.