Gym + Coffee
How we helped Gym Plus Coffee—premium Irish athleisure—scale email revenue by 15% and double list growth in just 4 months, all while maintaining deep community engagement.
Email revenue growth in 4 months
Increase in sign-up form conversion (5.6% to 10.5%)
Increase in average campaign opens (45k to 80k) with high engagement
How We Helped Gym Plus Coffee Scale Revenue Without Breaking Community
Gym Plus Coffee is Ireland’s leading athleisure brand, known for their “Make Life Richer” philosophy and tight-knit community. Their challenge? Scale revenue from email marketing and CRM channels while preserving authentic engagement and brand trust. In just 4 months, our engagement grew email-attributed revenue by 15%—turning email into their #1 online channel—while list growth nearly doubled and campaign reach soared 80%. We did it by blending smart segmentation, automation upgrades, deliverability innovation, and deep respect for their brand voice.
Scaling CRM Without Breaking Authentic Community
Gym Plus Coffee had strong email performance and a beloved community, but further growth was blocked by list growth slow-downs, conservative contact strategies, segmentation gaps, and fear of damaging deliverability. Insights from our audit revealed opportunity: A sign-up conversion rate stuck at 5.6%, underutilized automation, market-specific messaging challenges (Ireland vs UK), and tens of thousands of engaged profiles not hearing from the brand.
How We Solved It
Strategy started with safeguarding deliverability—developing protocols to expand contactable profiles by 15% without open rate loss. Next: dual-market list segmentation solved the Ireland/UK brand voice challenge. We rebuilt the signup flow for conversion, redesigned automation for post-purchase cross-sell and VIP/LTV targeting, optimized frequency, and enhanced campaign targeting and testing. The result: bigger engaged list, revenue up, unsubscribes down, and a more sophisticated CRM engine ready for bold future growth.
Our integrated strategy focused on: deliverability protocols, dual-market segmentation, optimized signup flows, advanced automation, frequency rules based on engagement/value, and campaign enhancement through testing and design. This built a dependable CRM machine—one that doubled list growth, drove 15% more revenue in the “off-season,” and kept the heart of the G+C community strong.
Six Steps to Smarter CRM Growth
We established advanced segmentation and monitoring to safely expand email volume by 15%, ensuring high open rates (48–50%). Every send was tailored to engagement, protecting sender reputation and maximizing audience reach.
We created targeted messaging for Irish and UK audiences so each received campaigns that matched their unique preferences, culture, and shopping behavior—all while maintaining a unified community tone.
We rebuilt the signup journey, tested copy, visuals and timing—boosting sign-up conversion from 5.6% to 10.5%. The result? List growth nearly doubled without extra acquisition spend.
Flows for post-purchase, cross-category nurture, and VIPs were rebuilt for maximum LTV and frequency optimization. Journey-stage sub-segmentation and targeted messaging drove cross-sell, win-backs, and deeper loyalty.
We set new rules for message cadence based on engagement, purchase recency, and value—so the most loyal heard more, and no one felt overwhelmed. This unlocked more revenue without risking unsubscribes.
With strong original content, we focused on better campaign delivery: improved design, robust A/B testing, and precise segmentation. Campaign opens rose from 45k to 80k—an 80% lift.
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