1RM Fitness

1RM Fitness – Go-to-Market Launch in Kochi.

1RM Fitness – Go-to-Market Launch in Kochi.

1RM Fitness – Go-to-Market Launch in Kochi.

Discover how we powered the launch of 1RM Fitness, a premium gym brand, through full-funnel marketing and creative strategy.

Go to Market

Go to Market

Launch Activities

Launch Activities

360 Degree Marketing

360 Degree Marketing

Social Media

Social Media

Influencer

Influencer

Client:

Client:

1RM Fitness
1RM Fitness

Location

Location

Palarivattom, Kochi
Palarivattom, Kochi

Year

Year

2025
2025

Industry

Industry

Health & Wellness
Health & Wellness

Service Category

Service Category

Marketing
Marketing

Background:

Background:

Background:

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.

Project Brief:

Project Brief:

Project Brief:

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.

Role of TCD:

Role of TCD:

Role of TCD:

TCD roles can be summed up as follows.

Go-to-market strategy

Go-to-market strategy

Brand narrative & positioning

Brand narrative & positioning

Digital strategy development

Digital strategy development

Social media management

Social media management

Offline media planning

Offline media planning

Influencer coordination

Influencer coordination

Paid ad campaigns

Paid ad campaigns

Analytics & performance tracking

Analytics & performance tracking

Challenge:

Challenge:

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.

Approach:

Approach:

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


In Action:

In Action:

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

    • 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

    • 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

    • 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

    • Kaloor Stadium activation: pull-up challenge, booths, and giveaways

    • Live coverage and QR-based lead collection

    • On-site brand experience amplified through social content


Results:

Results:

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


Conclusions:

Conclusions:

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:


  1. Full-Funnel Execution: TCD handled strategy, creative, media, performance marketing, and content production under one roof—ensuring speed, cohesion, and agility.

  2. High-Impact Visibility: Metro Pillar Ads, Lift Ads, and influencer reels created strong recall and virality both online and offline.

  3. 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.

  4. 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.

From marketing strategy to campaign execution, we take care of it all. The emphasis here is on creating growth.

© TouchCraft Digital Private Limited

From marketing strategy to campaign execution, we take care of it all. The emphasis here is on creating growth.

© TouchCraft Digital Private Limited

From marketing strategy to campaign execution, we take care of it all. The emphasis here is on creating growth.

© TouchCraft Digital Private Limited