Ironclad Performance Replaces a Static Brochure Site With a Membership-Driven Funnel
Ironclad’s old site described the gym but gave visitors no clear next step. Trispace Media rebuilt it around a single trial-membership offer, connected sign-ups to a CRM, and ran paid social to keep the funnel fed.
Ironclad Performance Replaces a Static Brochure Site With a Membership-Driven Funnel
Ironclad's old site described the gym but gave visitors no clear next step. Trispace Media rebuilt it around a single trial-membership offer, connected sign-ups to a CRM, and ran paid social to keep the funnel fed.
“Great workers and brilliant work. The team was professional, efficient, and delivered exactly what we needed for Ironclad Performance.”
Founder, Ironclad Performance
Before working with Trispace Media
- The site listed class schedules and pricing with no single clear call-to-action.
- Trial sign-ups came through a generic contact form with no automated follow-up.
- No paid advertising strategy beyond occasional boosted posts.
After the engagement
- A homepage built around one trial-membership offer with a simple sign-up flow.
- GoHighLevel automation nurturing every trial sign-up through a set follow-up sequence.
- Meta Ads campaigns targeted to the surrounding neighborhoods.
Ironclad Performance is an independent strength and conditioning gym. The engagement centered on giving the business one clear conversion path – a trial membership – instead of asking visitors to choose between a dozen equally weighted options on the homepage.
The Challenge
Ironclad's site listed class schedules and pricing with no single clear call-to-action, leaving visitors without an obvious next step. Trial sign-ups came through a generic contact form with no automated follow-up, and the gym had no real paid advertising strategy beyond occasional boosted posts.
- The site listed class schedules and pricing with no single clear call-to-action.
- Trial sign-ups came through a generic contact form with no automated follow-up.
- No paid advertising strategy beyond occasional boosted posts.
Our Strategy
A homepage built around one offer
Instead of listing every class and price plan with equal weight, the homepage now leads with a single trial-membership offer, with supporting detail available further down the page for visitors who want it.
- One primary call-to-action above the fold
- Class schedule and pricing moved to supporting sections
- Simplified navigation focused on the trial offer
Execution
Automated trial follow-up
Every trial sign-up now enters a GoHighLevel sequence that reminds them of their first session and follows up afterward, instead of relying on staff to remember to reach out.
- Automated confirmation and reminder messages
- Post-trial follow-up sequence
- Simple staff dashboard for tracking trial status
Local paid social
Meta Ads campaigns were built around the gym's actual service radius, promoting the trial offer to people nearby rather than running broad, unfocused awareness ads.
- Geo-targeted campaigns around the gym's location
- Creative built around the trial offer
- Retargeting for site visitors who didn't sign up
Results
Ironclad's new funnel gave visitors one clear action — start a trial — then connected every sign-up to automated CRM follow-up and localized Meta Ads.
Acquisition Performance
| KPI | Meta Ads | Website / CRM | Overall |
|---|---|---|---|
| Ad Spend | $15,200 | — | $15,200 |
| Impressions | 428,650 | — | 428,650 |
| Reach | 184,920 | — | 184,920 |
| Link Clicks | 15,840 | — | 15,840 |
| CTR | 3.69% | — | 3.69% |
| Trial Sign-Ups | 312 | 1,286 | 1,286 |
| Cost Per Trial | $48.60 | — | $48.60 |
| Trial Conversion Rate | — | 8.12% | 8.12% |
| New Memberships | — | 312 | 312 |
| Trial-to-Membership | — | 24.3% | 24.3% |
| Membership Revenue | — | $62,400 | $62,400 |
| ROAS | 4.10x | — | 4.10x |
Meta Ads Performance
Instead of broad awareness campaigns, Meta Ads focused on people within Ironclad's service radius and gave them one clear reason to click: the trial membership.
Local Trial Offer
- 8,420 clicks
- 714 trial sign-ups
- $44.60 cost per trial
Gym Trial Retargeting
- 4,180 clicks
- 368 trial sign-ups
- $39.95 cost per trial
Local Fitness Prospecting
- 3,240 clicks
- 204 trial sign-ups
- $68.60 cost per trial
Website Conversion Performance
The redesigned homepage removed competing calls-to-action and made the trial membership the central conversion action.
15,840 paid clicks
Clear offer + benefits + social proof
1,286 registrations
Confirmation + reminders + post-trial follow-up
312 new memberships
GoHighLevel CRM Performance
Every trial sign-up was automatically pushed into the CRM and moved through a structured follow-up workflow.
CRM Workflow
The New Acquisition Engine
Ironclad moved from a static brochure website and occasional boosted posts to a measurable membership acquisition funnel. The website now gives prospects one obvious next step, Meta keeps qualified local traffic flowing, and GoHighLevel ensures every trial lead receives consistent follow-up. One offer. One funnel. Automated follow-up. More opportunities to turn trials into members.
Want a site that works this way?
Trispace Media builds websites, SEO, ads, social, and CRM as one system. Tell us the offer – we will map the same structure to your market.
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