Project Description

About The Village

The Village Health Clubs & Spas, a premier healthy lifestyle club with four premier locations in Arizona, came to StringCan to improve their health club marketing efforts. Each club has about 82,000 square feet of high-end amenities and provides their members with access to the best equipment, pool and spa features, dynamic programming, quality instructors, and personal trainers to help bring the community together.

tennis to improve health club marketing efforts
DC ranch club


In 2015, the Village hired StringCan to help build brand awareness and increase the number of new leads to their four clubs across the Phoenix area.

tennis courts to improve health club marketing efforts
group exercise to improve health club marketing


We first took a deep dive into understanding the Village Clubs brand by secret shopping each of their locations. We then did an in-depth brand audit that included an analysis of their competitors, both direct and indirect, a website and marketing technical analysis, and member interviews. The interviews give a better understanding of the buyer’s journey and their reason for joining and staying with the Village which helped structure their key personas. Through brand immersion, from the depths of the web to the cafe and cardio room, we understood their members’ motivations and pain points when selecting a high-end health club which allowed the Village to launch successful campaigns that targeted their ideal personas.

By the Numbers

Leads Generated
Conversions to Members
Ranking Keywords
Click Thru Rate


After our first year working together, we helped the Village improve their health club marketing efforts by:

  • Driving 6,511 leads which resulted in 24% of them converting into members
  • Increasing blog traffic by 310%
  • Ranking for 1,110 organic keywords and phrases
  • Increasing click-through from the blog to the main site by 220%

In early 2019:

  • We continue to see growth and had a 39% conversion rate from tours to sales
  • The average Google Ads cost/lead decreased by 38%
Ocotillo Village improve health club marketing
spin class setting the bar for health club marketing


  • Persona Development

  • Website Obstacles & Opportunities Analysis

  • Brand Audit

  • Member Interviews

  • Landing Page Consulting and Development

  • Competitor Audit

  • Online Review Audit

  • Secret Shopping

  • Local Search Optimization

  • Google Ads and Facebook Ads

  • Monthly Reporting

  • Ongoing Strategy, Ideation & HubSpot Support

  • SEO

  • Content Development, Syndication & Optimization

  • Online Review Improvements

  • Website Maintenance

Hear What The Village Has to Say!

Meredith DeAngelis

By immersing themselves in our business StringCan focused on what we really needed to get our marketing and sales teams focused on driving our ideal prospective members to our clubs. Since then, we’ve hit capacity at one club, built our Ocotillo location, and continue to expand the benefits of being a member of the Village Clubs.

Meredith DeAngelis, CMO of Village Clubs

If you want these kind of results, contact us!