Customers are often drawn to gyms and studios based on their brand identity. Despite this power to draw customers in, the DNA of these brands is frequently underutilized by marketing partners and tech providers.
SupaFitGrow, a leading digital marketing agency for gyms and fitness studios, has a new tool to make sure they never do. In the last few months, the brand introduced its AI Brand Identity Assistant, a program that looks at a brand’s guidelines, social media accounts, press coverage and more to better understand its ethos to eventually improve marketing and lead generation.
“It’s all based around understanding the gyms, wellness studios and boutiques on a deeper level,” said Benjamin Donhardt, co-founder and CEO of SupaFitGrow. “We need to understand their brand, understand what they do and what they don’t do.”
Finding the Right Targets
Once the AI Brand Identity Assistant conducts its research, it puts SupaFitGrow in a prime position to locate ICPs (ideal client profiles) who are more likely to sign up for memberships. Generating leads with greater conversion odds was SupaFitGrow’s central goal when designing the program.
“This is going to help us really understand the exact type of client that a gym, fitness studio or wellness studio is trying to attract — and generate the lead for that client,” Donhardt said. “There’s no point in generating leads to people that aren’t even interested in your brand, that have no interest at all in what you do, like marketing pilates to a bodybuilder.”
The tool also bears the potential to bring a necessary upgrade to the entire industry’s marketing sector.
“All the marketing that’s out there at the moment, a lot of it is cookie-cutter,” Donhardt said. “A lot of it is just offer, offer, offer, and everything looks the same. They’ve got a static image and an offer with X amount of classes for how many dollars, and it’s all just boring. There’s no real, true brand getting out there, telling their story of who they are and why they do what they do…That’s the whole point of this brand intelligence deep dive.”
In making that plunge, SupaFitGrow values quality over quantity. When it comes to lead generation, the brand is fishing in smaller ponds, but ones with a higher concentration of the catch they’re looking for.
“Everyone just focuses on getting the lowest CPL (cost per lead) rate and getting the max amount of leads possible,” said Donhardt. “There’s no real thought about conversions. We want to make sure that the leads you are generating do have high conversion rates.
“They think they need hundreds and hundreds of leads every single week or month — but they don’t,” he added. “What they need are the right type of leads. After getting 200 or 300 leads a month, brands will say, ‘Oh I’ve got all these leads,’ but their conversion rate is 2-5%. I would rather have fewer leads, around 100 a month, and convert 15-20%. That’s where you want to be.”
All Brands Benefit — And For the Long Haul
The AI Brand Identity Assistant is particularly effective for brands with distinctive offerings—those for which a cookie-cutter marketing approach would fall short.
“It’s going to give people a lot more clarity into what that specific brand does,” said Donhardt. “It’s going to really help highlight what one does versus what the other does, and again, get the right type of lead in.”
The AI Brand Identity Assistant is also flexible. As a brand’s needs grow and change, it can feed the tool updated information, allowing Superfitgrow to create more relevant campaigns—and thus, better leads.
“You can always change the prompt. You can always update as you go,” Donhardt said. “That’s definitely what I recommend because things change so quickly. The information you submit from the start, that can be your foundation and then you build off from that.”
The Efficiency Trickle Down
While this tool primarily helps with lead generation, the efficiency it spurs in that department increases productivity in others. Donhardt notes that with the time saved by the AI Brand Identity Assistant, operators or franchisors can spend more on what matters — interacting with members, conducting live training sessions or overseeing day-to-day operations.
“It speeds everything up,” Donhardt said. “Instead of sitting on a call for an hour trying to understand their brand, fill in this onboarding form or fill out these prompts, it gives us all that in about 10 to 15 minutes.”
Even though SupaFitGrow is only in the onboarding stage with a handful of clients at this point, they’re already beginning to feel the productivity jolt created by it.
“We’re already doing it with fitness studios now,” Donhardt said. “The clients’ expectations are being blown away.”
This article originally appeared in ATN’s Technology & Innovation Outlook 2025 report, which maps the emerging tools driving business impact across the industry, drawing on operator interviews, executive-level insights and new market data. Download the free report.
