1RM Fitness
Discover how we powered the launch of 1RM Fitness, a premium gym brand, through full-funnel marketing and creative strategy.
1RM Fitness set out to launch a premium fitness studio in Kochi, rooted in a bold vision of strength, transformation, and community. The brand’s identity was built around “1RM” or One-Rep Max—a metaphor for pushing limits both physically and mentally.
1RM Fitness approached TCD to lead the full-scale launch of its new fitness studio in Kochi. The mandate was to build the brand from the ground up and create a compelling go-to-market strategy that would drive awareness, engagement, and conversions across digital and offline platforms.
TCD roles can be summed up as follows.
The major challenge was to create maximum buzz and lead generation within a very short window. 1RM was a new brand in a competitive market, and everything—from awareness to engagement to conversions—had to be achieved in under 40 days, without an existing follower base or prior visibility.
To launch 1RM Fitness as a bold new entrant in Kochi’s fitness scene, TCD developed a structured go-to-market plan that combined strategic storytelling, local visibility, and community engagement. The approach was tailored to build awareness fast, spark curiosity, and convert attention into leads.
Detailed Breakdown
Pre-launch (Build Curiosity + Tease the Brand)
Social media teasers, reels, and story campaigns
Metro Pillar Ads and Lift Ads with sharp, localized copy
QR code offers, UGC-driven polls and challenges
Website and landing page development with lead capture
Launch Day (Drive Buzz + Public Visibility)
On-ground event at Kaloor Stadium with fitness games and pull-up challenge
Influencer Instagram Lives, walkthroughs, and brand reels
Giveaways and launch-day coverage across stories and reels
RED FM ads and local flyer distribution
Post-launch (Sustain Momentum + Build Loyalty)
Referral programs and reviews
Customer story content and follow-up lead nurturing
Meta and Google ad retargeting
With a tight timeline and ambitious targets, TCD moved quickly from strategy to execution—ensuring all digital, physical, and experiential elements of the campaign worked in sync. The focus was on maximizing impressions, driving footfall, and generating qualified leads within a 40-day window.
Execution Highlights
Digital Channels
We’re using online platforms to reach people where they spend most of their time — on their phones and social media. This helps us create awareness, generate leads, and follow up with potential customers easily.
Website with lead forms and WhatsApp integration
Targeted Meta & Google Ads
Instagram giveaways and boosted reels
Real-time campaign optimization
WhatsApp-based follow-ups and conversion
Offline Marketing
To make sure everyone in the city sees us, we’re using outdoor ads, newspaper flyers, and radio — channels people come across in their everyday lives. This boosts our visibility and builds trust locally.
20 Metro Pillar Ads installed in high-traffic areas across Kochi
Lift Ads deployed in 40+ apartment buildings
FM radio ads broadcast via RED FM 93.5
Newspaper flyers and inserts distributed through local networks
Influencer & Content Activations
We’re partnering with popular local creators to showcase our gym in a fun and relatable way. Their videos, challenges, and giveaways will help spread the word and build excitement among the community.
Teasers, walkthroughs, and Insta Lives by local creators
“Lift the City” community challenge
Timelapse of gym setup and high-quality video content
Instagram giveaways with free memberships and branded merchandise
On-Ground Experience
We’re creating real-life experiences that allow people to interact with our brand directly. Fun challenges, booths, and giveaways at public events will make our gym memorable and increase sign-ups.
Kaloor Stadium activation: pull-up challenge, booths, and giveaways
Live coverage and QR-based lead collection
On-site brand experience amplified through social content
The integrated 40-day campaign delivered strong results across brand visibility, lead generation, and digital engagement. Despite being a first-time launch, 1RM Fitness broke through the clutter and established itself as a serious contender in Kochi’s fitness market.
The website launch was met with highly positive feedback. Users appreciated the modern interface and the brand’s story felt more relatable. Engagement rates have risen, and the platform now serves as a strong digital foundation for future marketing initiatives.
1,125 total leads generated, with 524 qualified as hot leads
50 confirmed conversions (~4.44% conversion rate)
6.7 lakh+ total reach across Meta ads and content
1.27 million ad impressions
Best CPR of ₹0.38 from giveaway campaigns
Instagram: +446 followers, Facebook: +38 followers
Top Instagram post organically reached 55K+ users
WhatsApp CTAs were the most effective for inquiry conversions
The 1RM Fitness launch stands as a compelling case of how TCD delivered a full-spectrum go-to-market campaign—building brand awareness, generating leads, and creating city-wide buzz in just 40 days. With zero prior presence, TCD helped position 1RM as a premium fitness destination and exceeded campaign targets through strategic planning, creative storytelling, and integrated execution.
Key Takeaways:
Full-Funnel Execution: TCD handled strategy, creative, media, performance marketing, and content production under one roof—ensuring speed, cohesion, and agility.
High-Impact Visibility: Metro Pillar Ads, Lift Ads, and influencer reels created strong recall and virality both online and offline.
Lead Generation Success: 1,125+ leads were captured, with over 50 sign-ups and a CPR as low as ₹0.38—validating the campaign’s targeting and messaging.
Platform & Process Insights: Instagram drove the highest engagement, while WhatsApp CTAs were best for conversion. Future campaigns can benefit from stronger lead nurturing mechanisms and deeper content on YouTube.
Overview (SEO-Optimized)
Discover how TCD launched 1RM Fitness—a premium gym in Kochi—through a powerful go-to-market strategy. This 360° marketing campaign combined digital ads, influencer engagement, and offline activations to build brand awareness, drive leads, and position 1RM as a standout fitness destination.