Case Study Local Gym · NL

Geo Shorts + Google Business: local gym in NL

How one neighbourhood gym turned weekly 8-piece Shorts batches and Google Business posts into more profile actions and trial visits — without filming big productions.

This is a representative, anonymised case. Exact numbers vary by niche and city, but the workflow stays the same.

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+2.4 pp
CTR lift (A/B winners)
+26%
Avg. watch time
+15%
Profile actions on GBP
8 Shorts
per weekly batch

Snapshot

A suburban gym with a loyal base but inconsistent organic content. The goal: show up where people search (“gym near me”, “personal training + city”) and turn more local interest into trial passes.

Context

  • Population: ~120k city in NL
  • Mix of commuters + students
  • Strong word-of-mouth, weak content

Baseline

  • Irregular posts on IG & Google Business
  • CTR and watch time below niche averages
  • Few video assets the team felt proud of

Goals

  • More profile actions: calls, route clicks
  • Simple, repeatable content system
  • Low time cost for owners & trainers

What we did in the first 4 weeks

We started with a MINI Local-style setup: one half-day of relaxed recording, then recurring 8-Shorts batches that mapped to local search, objections and seasonal offers.

Step 1
Capture day
We planned 1 half-day of filming: coaches working with members, quick tips, facility shots. No big crew, just a clear shot list and a phone with good light.
Step 2
Content map
We turned that raw footage into a map of 12–16 potential Shorts: “membership myths”, “tour” snippets, coach intros, FAQ-style clips.
Step 3
8 Shorts + 1 thumb A/B
We produced the first 8 Shorts with captions and lightweight SFX, plus one thumbnail A/B test for a “hero” video that also ran on YouTube.
Step 4
Geo + hashtag layer
For each clip, we suggested copy and hashtags combining local area, intent (“personal trainer”) and brand language — plus optional Google Business post variants.
Step 5
Posting calendar
We created a simple “traffic light” calendar: 2–3 posts per week, with best days and times based on their busy hours and seasonality (January, pre-summer, back-to-school).
Step 6
KPI & refinement
After the first 4 weeks we checked watch time, CTR and profile actions, then doubled down on the top content angles for the next month.

Shorts angles that worked best

  • “Real people” progress (not extreme transformations)
  • Coaches answering common beginner fears
  • Quick gym tours with emphasis on vibe, not machines

Angles we dropped

  • Overproduced, generic motivation clips
  • Technical exercise breakdowns with low local intent
  • Stock footage-heavy edits that didn’t feel “local”

Results (first 4–6 weeks)

Numbers are directional and anonymised, but give a realistic sense of what a MINI Local pack can do for a gym-sized business starting from a light baseline.

Engagement & discovery

  • +2.4 pp CTR lift on A/B thumbnail winner vs original cover
  • +26% average watch time on Shorts vs previous content
  • More saves and replies on IG vs static posts

Local intent & actions

  • +15% profile actions on Google Business (routes, calls)
  • Members mentioning “I saw you on Reels/TikTok” at the desk
  • Better alignment between promos and content calendar

Process & team impact

  • Owners spent <1h/week giving feedback
  • Trainers had a shot list instead of “just record something”
  • Content felt on-brand without constant oversight

Want similar results for your local business?

Email hello@mrxdigital.io or send a short brief using the form on the main page. Mention “MINI Local” and this gym case.

In 24–48h you’ll get a 3–4 slide outline of what your first month of content could look like, plus indicative impact on reach and profile actions.

🔒 GDPR-ready ⏱ 24–48h reply 📁 Zero meetings
See MINI Local pack
See MINI Local pack