Case study · Urban Sports Club
“With regard to projects and metrics, SOLID completed all their tasks and overachieved their goals — for example by more than doubling the projected conversion rate.”
Torsten Müller
Head of Marketing & PR, Urban Sports Club
2x
Projected conversion rate
90%
Higher open rates
+22%
Average transaction value
The client
Urban Sports Club reinvented the market for leisure and company sports with their single-membership solution. Members get access to thousands of fitness clubs across Germany, France, Italy, and other European countries — all through one flexible membership.
From yoga and climbing to HIIT and swimming, Urban Sports Club gives its members the freedom to try any sport, at any partner venue, at any time. It's the kind of product that sells itself once people experience it — the challenge is keeping them engaged and bringing back those who've drifted away.
Health & fitness
Germany
Email marketing
D2C membership
The challenge
Urban Sports Club came to SOLID seeking help improving email marketing communication with current and past members. The primary objective was to improve the reacquisition campaigns used to recover members who had stopped using the service.
Previous campaigns had performed well at a smaller scale but needed to be expanded to work across the company's entire customer base — without losing the personal touch that made them effective.
The company also wanted automated campaigns that reduced the likelihood of membership cancellations before they occurred, plus a complete revamp of the newsletter to further strengthen engagement with existing members.
Our approach
We structured the engagement around two parallel workstreams: building a predictive reacquisition and churn-prevention engine, and revamping the entire newsletter experience to keep active members deeply engaged.
Pillar 1
Pillar 2
Execution
We partnered with Urban Sports Club's Business Intelligence team to build predictive data models that identified behavioural patterns across millions of members. This segmentation went far beyond basic demographics — we mapped engagement frequency, activity type preferences, seasonal usage patterns, and early signals of declining interest to create precise audience cohorts for every campaign type.
Using the models we co-developed, we identified which churned members had the highest probability of reactivation — and which active members showed early warning signs of dropping off. This allowed us to shift from reactive “win-back” blasts to proactive, precisely timed interventions that reached members before they made the decision to cancel.
We rebuilt the reacquisition campaign architecture from the ground up. Previously effective small-scale campaigns were redesigned and stress-tested to perform across the company’s entire member base. Every element was optimized — subject lines, send timing, content personalization, and CTA placement — through systematic A/B testing that doubled the projected conversion rate within six weeks.
Rather than sending one-size-fits-all promotions, we developed a content strategy that blended editorial blog content (workout tips, partner studio spotlights, wellness guides), personalized activity recommendations based on each member’s usage history, and carefully timed promotional offers. This mix kept open rates high while avoiding the subscriber fatigue that comes from purely promotional messaging.
The existing newsletter templates were outdated and inconsistent across devices. We redesigned every template from scratch — mobile-first, on-brand, and optimized for readability. Clean layouts, strong visual hierarchy, and prominent CTAs replaced the cluttered designs, contributing directly to the 90% increase in newsletter open rates and a significant lift in click-through rates.
To support the complexity of Urban Sports Club’s member base, we implemented a granular tagging and grouping system within their email platform. Custom tags tracked member lifecycle stage, activity preferences, engagement recency, and campaign interaction history — enabling hyper-targeted sends that felt personal rather than automated. This infrastructure made it possible to scale campaigns to the full member base without sacrificing relevance.
Results
Urban Sports Club's willingness to invest in data-driven infrastructure, combined with our CRM expertise, produced results that exceeded every original target — often within weeks, not months.
Reacquisition campaigns didn’t just meet targets — they exceeded them by 2x. Predictive targeting and systematic optimization turned previously inactive members back into paying subscribers faster than anyone expected.
The combination of refreshed design, personalized content mix, and optimized send timing transformed newsletter performance. Members started looking forward to emails instead of ignoring them.
Targeted upsell campaigns and personalized membership tier recommendations drove existing members to invest more — increasing revenue without acquiring a single new customer.
How we work
Most email marketing engagements start and end with template design. We rebuilt the entire CRM infrastructure from data models to delivery.
“I've worked with SOLID on a large CRM project for Urban Sports Club. I was looking for support with reacquisition and reactivation campaigns and automations, as well as a revamp of our newsletter template. From the get-go, SOLID showed a very high degree of self-organization, pro-activeness and excellent communications as well as flexibility while temporarily integrating into our team. With regard to projects and metrics, SOLID completed all their tasks and overachieved their goals, for example by more than doubling the projected conversion rate. I would recommend Ruba and her team as digital marketers with great skills and the eagerness to learn new things and put in an extra effort when required.”
Torsten Müller
Head of Marketing & PR, Urban Sports Club
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