Curves is the world’s fourth-largest gym chain, with over 3,000 clubs, and the leader in the women’s health segment; in Spain it operates around fifty clubs. The brief wasn’t acquiring members but franchisees: a B2B lead with a €54,900 entry fee and a long decision cycle.
The challenge: generating leads with real investment capacity within a tiny audience. Paid was already active on the account, and we came in building our own structure in parallel — measured against the existing benchmark from day one.
PHASE 01 — SCAN
Strategic diagnosis and hypothesis formulation
In a niche, high-ticket category, the standard acquisition playbook doesn’t apply:
- The useful KPI is lead quality, not CPL: cheap volume only generates fruitless work for the expansion team.
- The bottleneck wasn’t volume but how many leads arrived with real investment capacity — and how fast they were contacted.
- Levers: qualify in the form itself, talk business model and return in the creative —not fitness—, and work with the client on lead traceability and contact cadence.
PHASE 02 — BUILD & RUN
Execution and channel activation
We built the B2B acquisition with qualification at its core:
- Meta Ads — native lead-form and web acquisition campaigns in parallel, with creatives centred on the franchise’s business model and return, not the fitness product.
- CRO on the form — iterative redesign of the acquisition form with qualification questions on available capital and decision horizon.
- Continuous testing of creatives, formats and audiences, measured against lead quality rather than lead cost.
PHASE 03 — RESULTS
Results and hypothesis validation
Our structure beat the account’s benchmark on the two dimensions that matter:
- Cost per lead below the existing benchmark — and after the form redesign, a further −28% CPL.
- Invalid leads cut from 17% to 2%.
- Twice the real conversations between the expansion team and candidates with investment capacity.
SUMMARY
Executive Summary
Bravante helped Curves acquire franchisees within a tiny, high-ticket audience: business-model creatives, a form with capital and decision-horizon qualification, and measurement against quality instead of cost. The result: CPL below the account benchmark (−28% after the form redesign), invalid leads down from 17% to 2% and twice the real sales conversations for the expansion team.