TYG’S ELITE MULTI-CHANNEL PRE OPEN CAMPAIGN

Our comprehensive marketing strategy to build brand awareness, engage your audience, and deliver foundation membership sales for your new TYG location.

SETTING THE TONE FOR SUCCESS AND REINFORCING OUR POSITION AS INDUSTRY LEADERS.

With our extensive experience in executing launches, we at HQ have perfected the TYG PRE OPENING PROCESS, our strategic multi-channel approach to ensuring a successful opening for your location.

Please read through all the information on this site so you are equipped to run your pre-open marketing campaign.

KEY DATES

The day your location is announced to the public, and your social media and webpages go live. This is the day you begin receiving leads and selling Foundation Memberships.
The day your Foundation Memberships become officially available to the public, approximately one week before opening.
Your first day of operation! This is also the first day you can start promoting your trial offer.

THE STRATEGY

The goal of the pre-open period is to generate maximum awareness and excitement, driving as many registrations as possible to your “Be The First to Know” list. This forms your VIP lead database, which typically ranges between 300-500 leads across successful locations.

From this database, you’ll begin selling Foundation Memberships off-market, using urgency and exclusivity to drive early commitment before your official opening.

On average, high-performing locations convert 30% or more of their VIP database, opening with 100-150 Foundation Members already secured. However, this level of success is achieved by executing all five pillars of the pre-open strategy: lead generation, digital communications, personal follow-up, local marketing, and in-studio experience.

No pillar works in isolation. Consistent execution across all areas is essential to maximise your conversion potential and build strong early momentum. This is your opportunity to create buzz, drive demand, and open with a solid member base that sets the tone for long-term success.

A Note from Co-Founder & Head of Brand, Tiarne Bova

Being a Brand Custodian – The Power of a Strong Launch

Every new territory we enter is an opportunity to make a statement, to establish The Yard Gym as the premier fitness brand from day one. A powerful, on-brand launch not only sets the tone for success but also reinforces our position as industry leaders.

A cohesive and high-impact brand presence is what drives awareness, trust, and ultimately, business growth. From the very first social post to the grand opening, every touchpoint must reflect the strength, energy, and exclusivity of The Yard Gym.

This is why it’s crucial that all creative assets, messaging, and social activity align with our brand identity. A scattered or inconsistent presence dilutes our impact. But when we launch with precision, style, and consistency, we create a wave of momentum that fuels lead generation, member acquisition, and long-term success.

As franchisees, you are the face of The Yard in your community. We ask that you uphold this standard by ensuring all launches and social activity are approved and aligned with our brand vision.

This is more than just opening a new location, it’s about making The Yard Gym the most sought-after fitness brand worldwide.

Your TYG Pre-Opening Checklist

01. Elite Socials Launch

Our 4-Phase Social Science strategy ensures a seamless journey from Location Drop to Open Day.
LEARN ABOUT SOCIALS
02. Dialled-in Digital

Digital Comms are the cornerstone of any successful launch, enabling a streamlined, proven and consistent process to manage leads.
LEARN ABOUT DIGITAL COMMS
03. Think Local

There is no substitute for word-of-mouth, and nothing creates buzz like local area marketing tactics.
LEARN ABOUT LOCAL AREA MARKETING
04. Mastering Sales

Sales is the most crucial part of the launch which you can impact. Our trialled & tested sales process will set you up for success from Day 1.
LEARN ABOUT SALES
05. Paid Advertising

What’s the point of having all this amazing content if no one will see it? Learn why Paid Advertising is a no-brainer for your pre-open period.
LEARN ABOUT PAID ADS

Package Inclusions & Other Costs

Everything you need for your pre-opening campaign.

The Elite Launch Marketing Package

Investment: $7,500

One off payment

Cost type: Mandatory

✓ Over 20 hours of video content
✓ The Elite Launch Multi-Channel Marketing Strategy
✓ Instagram account set up and initial management
✓ Website set up and management
✓ Digital communications planning and management
✓ Local area marketing support
✓ All-inclusive management for key launch events such as location drop and foundation drop
✓ Creative assets for all channels
- Social media stories
- Social media stories
- Bespoke location graphics
- Branded email templates
- Print assets (flyers/posters)
- Singage assets

The TYG Technology Stack

Investment: $850

Monthly payment

Cost type: Mandatory

✓ MINDBODY
✓ Op Central
✓ TYG Website Landing Pages
✓ KITCAST
✓ Google Workspace
✓ ELEVATE CRM, including ongoing customer support
✓ Twilio SMS (excluding SMS/MMS credit)
IMPORTANT: SMS Charges
Marketing SMS messages, including your lead automation messages, are charged by Twilio at approximately 6c per 160 character segment. Using emojis doubles this cost, so we recommend avoiding them. Keep in mind that SMS costs can add up quickly when sending campaigns to your database (e.g. 1 × 3-segment message x 500 contacts = $90).