New Year Pricing Campaign
A deadline-driven email campaign designed to convert existing customers before CRUSH Fitness introduced its first pricing increase.
Turning a price change into a reason to act.
CRUSH Fitness was preparing to increase membership and package pricing for the first time since opening in 2015. The campaign gave customers advance notice while creating a clear opportunity to lock in existing pricing before the January 1 change.
The message also incorporated holiday scheduling and New Year’s Eve programming, allowing one communication to handle both an important operational update and a time-sensitive sales opportunity.
Create Urgency
Positioned December 31 as a concrete purchase deadline rather than relying on vague promotional language.
Make the Value Clear
Explained that customers could secure current package and membership pricing before the increase took effect.
Keep Customers Informed
Combined the promotional message with holiday closure information and New Year’s Eve class scheduling.
“Have you thought about your fitness goals for 2018? Let CRUSH continue to help you achieve your short and long-term goals.”
“This is the LAST CALL to stock up on PACKAGES before the turn of the year.”
“Effective Monday, January 1st, 2018 our membership options and package prices will increase for the first time since we opened our doors in 2015.”
The campaign moved from the pricing announcement directly into a purchase CTA, minimizing the distance between learning about the deadline and acting on it.
3-Year Anniversary Campaign
A customer appreciation campaign built around CRUSH Fitness’s third anniversary, combining loyalty messaging, limited-time offers, partner brands, and in-studio events.
Celebrating loyalty while giving customers a reason to return.
CRUSH Fitness’s third anniversary created an opportunity to thank longtime customers while generating renewed engagement around the studio.
The campaign paired customer appreciation with a weekend of limited-time promotions, partner-brand giveaways, product discounts, and themed classes — turning a milestone into both a community moment and a sales opportunity.
Lead With Loyalty
Opened with direct appreciation for the customers who had supported CRUSH from its earliest days.
Create a Limited Window
Positioned anniversary promotions as a Friday-through-Sunday opportunity to encourage timely action.
Extend the Brand
Incorporated partner brands, giveaways, retail offers, and studio programming into one cohesive anniversary message.
“A big THANK YOU to all our loyal crushers who have been with us since day 1!”
“We are so excited to celebrate all weekend long with our badass crushers.”
“This Friday - Sunday ONLY take advantage of our b-day weekend promotions!”
The anniversary campaign offered distinct incentives across class packages, hydration products, and apparel, giving customers multiple ways to participate in the promotion.
Community Engagement Campaign
A customer engagement email connecting new in-studio offerings with member participation, local fitness events, and community advocacy.
Giving customers more reasons to engage beyond the workout.
CRUSH used email to connect members with more than class schedules. This communication introduced new studio experiences, encouraged participation in local fitness initiatives, and promoted events tied to the wider Austin fitness community.
The email balanced product education with direct calls to action, helping reinforce CRUSH as both a workout destination and an active community brand.
Educate
Introduced new recovery tools and hydration products by explaining their practical benefit to members.
Invite Participation
Used direct calls to action to move customers from passive readership into voting, event registration, and studio participation.
Connect Locally
Promoted Austin fitness initiatives and CRUSH-sponsored events to strengthen the studio’s relationship with the broader community.
“Have you seen our new Recovery Zone at Crush? If not, make sure you check it out either before or after your next class.”
“Don’t forget to vote! We are giving ANY CRUSHER that completes the survey a FREE CLASS!”
“As in past years, Crush is a proud sponsor of the 40 yard dash event. Sign up to compete easily and FREE.”
Rather than relying on a single conversion action, the communication gave members several ways to engage with the brand — from participating in local events to exploring new studio offerings.
saul.ley@me.com AUSTIN,TX