← All work

Wellfit.

Six clubs across Dubai and Sharjah, one performance engine. End-to-end paid media, in-house creative and a CRM that tracked every lead to a sale or a lost reason.

RolePerformance MarketingPeriod2024 – 2025MarketUAEScopePaid · Creative · CRM · Launches
62K
leads generated, May 2024 – Oct 2025
AED 36
average cost per lead across six clubs
40%
of all closed-won revenue in the period came from digital sources
AED 20M+
closed-won revenue from digital sources, 9x the Meta spend

Lead and spend figures from the Meta ad account; revenue share from the CRM conversion report, closing dates May 2024 – Nov 2025. Digital = Facebook Ads, Google Search, Instagram, TikTok, Website, Chat and WhatsApp sources.

The brief

Fill six gyms, prove every dirham.

Wellfit runs large-format clubs in JVC, Madar, Marina, Meydan, Sport Society and Nasma Central Sharjah, plus a gymnastics academy. The job was end-to-end paid performance across Meta, Google, TikTok, Snapchat and Performance Max, the creative to feed it, and dashboards honest enough that the leadership team ran the business on them. Two of the clubs launched from zero on my watch.

What I did
01Ran always-on lead generation for every club with club-level budgets, reallocated weekly against revenue per club rather than cost per lead.
02Launched Marina and Sport Society from pre-sale to opening: founding-member offers, awareness films, then conversion campaigns the day the doors opened.
03Produced the creative in-house, script to edit: club tours, coach talking-heads, 1-day and 3-day pass offers, winter and summer camps, Arabic and English cuts.
04Built live Looker Studio dashboards for CPL, CPM, CTR and ROAS, tied to the CRM so spend read against closed-won revenue, not form fills.
05Ran A/B tests on instant forms versus Messenger flows, static versus video, and offer framing, and moved budget to the winners within the week.
06Reported digital against every other source in the CRM, so the leadership team could see what referrals, walk-ins and paid each actually closed.
The work

9 of the films I produced for the brand. Muted by default, tap for sound.

This is Wellfit · Marina
New era of fitness · Marina
This is Wellfit · JVC
This is Wellfit · Meydan
Lead-gen ad
Gymnastics winter camp
Dubai 30×30
3-day pass · Madar
Wellfit × Atrixtion launch
What changed
Digital became the largest revenue source at the newest club: three quarters of Marina’s closed-won revenue came through it.
AED 2.2M of media managed with one person producing the creative, 48 ads shipped, no agency.
Seven in ten leads in the period came from digital, and the dashboards became the weekly operating report for the business.