Post Featured Image

Building the Next-Gen Marketing Stack for My Gym

Building the Next-Gen Marketing Stack for My Gym

My Gym is a global franchise organization with 420 children’s fitness centers around the world. They have 160 locations in the United States and Canada, 200 in China, and another 50 in Europe.

MyGym is a beloved brand run by a team that is highly dedicated to the success of their franchises. They have one of the highest success rates of all franchise organizations in the world. MyGym typically attracts fitness minded entrepreneurs that also love working with children.

The Problem

MyGym faces the same challenge facing all modern digital marketing teams. The advertising technology (adtech) landscape has evolved so quickly over the last several years that professional marketers are paralyzed by choice. The Lumascapes do a great job of trying to organize the chaos but the fact remains: modern marketing teams must master and measure the impact of at least five foundational marketing channels to remain relevant and accountable to their organizations:

• Search
• Social
• Display
• Email
• Analytics

Not only must marketers understand the above channels individually they must also understand the relationship between them. For example, what impact does Facebook advertising have on Google search volume? Search often fulfills demand created via advertising on social channels but very few marketers in the world have insight into this symbiotic relationship. The biggest organizations in the world are struggling to navigate this chaos and tap the power and efficiency of digital advertising.

This problem is amplified for franchise organizations. Not only must they define and implement a corporate strategy they must also design digital solutions that simplify and elevate marketing skills at the franchise level.

The Project

My Gym engaged Plush Digital to design a holistic digital advertising strategy with three primary requirements: 

1) Measurability and Insights: The new plan must provide the ability to clearly measure the impact of My Gym digital marketing investment on behalf of its franchisees.

2) Franchisee Support: The new plan should provide a simple elegant solution designed specifically to support My Gym franchisees. It must elevate and reshape the corporate-franchisee marketing relationship. The new plan must solve the complexities of digital marketing and lead to increased enrollment and sales across the organization. 

3) Actionable: The new approach must be digestible and within reach given a specific and limited marketing budget. The plan must leverage the aggregate buying power of all MyGym franchisees across the country to identify and integrate the best advertising technology platforms in the world. 

The Plush Digital Approach

Plush Digital is a new breed of advertising agency. It is a network of seasoned digital advertising professionals each with a different area of deep domain expertise across creative, search, social, analytics and display advertising. Our teams come together to study client needs and create custom solutions for each unique business case. Plush Digital does not build technology but rather curates and integrates best in breed tech platforms into single solutions on behalf of its partners.

Building The MyGym Ad Stack

The design phase included extensive interviews with My Gym corporate resources and franchisees to understand the specific needs, challenges, and opportunities facing My Gym. The resulting solution emerged from these interviews as well as with extensive demos and conversations with over potential technology providers from across a variety of disciplines. The final solution or “Ad-Stack: was based on a combination of functionality, price, service levels, and design.

The solution above is designed specifically to meet the needs of a global franchise organization trying to harness to power of digital advertising on behalf of its valuable and demanding franchise base.

33 comments (Add your own)

1. Matkent wrote:
Generique Priligy Dapoxetine 60mg generic cialis canada Viagra Side Effects

9.6.2018 @ 6:39 AM

2. Bad Credit wrote:
lender credit card loans lender [url=]short term payday loans[/url]

24.6.2018 @ 6:12 PM

3. Payday Express wrote:
loans without a checking account lender interest free payday loans [url=]payday loans direct lender[/url]

24.6.2018 @ 8:02 PM

4. Paydayloan wrote:
direct lender payday loans direct lender payday loans lender [url=]lender[/url]

25.6.2018 @ 4:21 AM

5. Bad Credit wrote:
loan online online loan application hard money lenders [url=]loan online[/url]

25.6.2018 @ 1:15 PM

6. wrote:
Amazing! Its genuinely amazing article, I have got much clear idea about from this post.

29.8.2018 @ 9:43 AM

7. wrote:
Howdy! I know this is kinda off topic but I was wondering which blog platform are you using
for this site? I'm getting sick and tired of Wordpress because I've had issues
with hackers and I'm looking at options for another
platform. I would be great if you could point me in the direction of a good platform.

1.9.2018 @ 10:24 AM

8. wrote:
Thank you for another informative blog. The place
else may just I get that kind of information written in such an ideal means?
I have a undertaking that I'm simply now running on, and I've been on the glance out for such information.

1.9.2018 @ 10:31 AM

9. wrote:
Howdy just wanted to give you a brief heads up and let you know a few
of the pictures aren't loading correctly. I'm not sure why but I think its
a linking issue. I've tried it in two different browsers and both show the same results.

1.9.2018 @ 10:46 AM

10. wrote:
Good day! I could have sworn I've visited this blog before but after going through some of the posts I realized it's new to me.
Regardless, I'm certainly delighted I found it and I'll
be bookmarking it and checking back often!

1.9.2018 @ 10:50 AM

11. wrote:
Hello, i think that i saw you visited my web site thus i
came to “return the favor”.I'm attempting to find things to
enhance my site!I suppose its ok to use a few of your ideas!!

1.9.2018 @ 10:59 AM

12. wrote:
I just couldn't depart your web site prior to suggesting that I extremely enjoyed the usual information a person supply
for your guests? Is going to be again incessantly to investigate cross-check new posts

1.9.2018 @ 5:17 PM

13. wrote:
Thanks for one's marvelous posting! I quite enjoyed reading
it, you could be a great author. I will always bookmark your blog and definitely will come
back very soon. I want to encourage you to ultimately continue your great posts, have
a nice weekend!

1.9.2018 @ 5:20 PM

14. wrote:
I was curious if you ever considered changing the structure of your blog?
Its very well written; I love what youve got to
say. But maybe you could a little more in the way of content so people could connect
with it better. Youve got an awful lot of
text for only having one or two images. Maybe you could space it out better?

1.9.2018 @ 5:20 PM

15. wrote:
I'm curious to find out what blog platform you
are using? I'm having some minor security issues with my latest website and
I'd like to find something more safe. Do you have any recommendations?

1.9.2018 @ 5:27 PM

16. wrote:
Today, while I was at work, my cousin stole my apple
ipad and tested to see if it can survive a 40 foot drop, just so she can be a youtube sensation. My iPad is now broken and she has 83 views.

I know this is totally off topic but I had to
share it with someone!

2.9.2018 @ 1:56 AM

17. wrote:
whoah this blog is excellent i like studying your articles.

Keep up the good work! You already know, many individuals are searching round for this information, you can aid
them greatly.

2.9.2018 @ 2:03 AM

18. wrote:
Hey! This post could not be written any better! Reading this post reminds me of my previous room mate!
He always kept chatting about this. I will forward this article to
him. Fairly certain he will have a good read.

Thank you for sharing!

2.9.2018 @ 2:22 AM

19. wrote:
I will immediately grasp your rss feed as I can not
find your email subscription link or e-newsletter service.
Do you have any? Kindly let me know in order that I may just subscribe.


2.9.2018 @ 2:31 AM

20. wrote:
I wanted to thank you for this great read!! I absolutely loved every little bit of it.
I've got you book marked to check out new stuff you post…

2.9.2018 @ 2:50 AM

21. wrote:
Hey there just wanted to give you a quick heads up. The text in your post seem
to be running off the screen in Firefox. I'm not sure if this is a formatting issue or something to
do with internet browser compatibility but I thought I'd post to let you know.

The layout look great though! Hope you get the problem resolved soon. Kudos

2.9.2018 @ 2:54 AM

22. wrote:
An impressive share! I've just forwarded this onto a friend who has been conducting a little
homework on this. And he in fact ordered me lunch simply because I stumbled upon it for
him... lol. So allow me to reword this.... Thanks for the meal!!
But yeah, thanks for spending some time to discuss this topic
here on your site.

2.9.2018 @ 3:05 AM

23. wrote:
Hello, constantly i used to check website posts here in the
early hours in the break of day, because i enjoy to find out more and more.

2.9.2018 @ 3:09 AM

24. wrote:
Hello, I log on to your new stuff on a regular basis.
Your humoristic style is awesome, keep doing what you're doing!

3.9.2018 @ 1:46 PM

25. wrote:
We absolutely love your blog and find many of your post's
to be just what I'm looking for. can you offer guest
writers to write content in your case? I wouldn't mind publishing a post or elaborating on a
number of the subjects you write in relation to here.
Again, awesome weblog!

3.9.2018 @ 1:47 PM

26. wrote:
Hi there colleagues, nice piece of writing and pleasant arguments commented at this place, I
am in fact enjoying by these.

3.9.2018 @ 1:53 PM

27. wrote:
It's really a cool and helpful piece of information. I'm happy that you shared this useful information with
us. Please keep us informed like this. Thank you for

3.9.2018 @ 2:26 PM

28. wrote:
Admiring the time and energy you put into your
website and in depth information you provide.
It's great to come across a blog every once in a while that isn't the
same old rehashed material. Great read! I've saved your site and I'm including your RSS
feeds to my Google account.

3.9.2018 @ 2:44 PM

29. wrote:
Greetings from California! I'm bored at work so I decided to browse your site on my iphone during lunch break.
I love the knowledge you provide here and can't wait to take a look when I get home.
I'm amazed at how fast your blog loaded on my mobile .. I'm not even using WIFI,
just 3G .. Anyways, very good site!

3.9.2018 @ 2:57 PM

30. wrote:
Hmm it looks like your site ate my first comment (it was
super long) so I guess I'll just sum it up what I submitted and say, I'm thoroughly enjoying your blog.

I too am an aspiring blog writer but I'm still new to everything.
Do you have any tips for rookie blog writers?

I'd definitely appreciate it.

3.9.2018 @ 3:03 PM

31. wrote:
Hi, i think that i saw you visited my website thus i got here to return the prefer?.I
am trying to to find issues to improve my web site!I guess its ok to use a few of your ideas!!

3.9.2018 @ 3:05 PM

32. wrote:
Hi! This post couldn't be written any better!
Reading through this post reminds me of my previous room mate!
He always kept talking about this. I will forward this page to him.
Pretty sure he will have a good read. Many thanks for sharing!

3.9.2018 @ 3:08 PM

33. wrote:
Your style is really unique in comparison to other folks I've read stuff from.

Many thanks for posting when you have the opportunity, Guess
I'll just book mark this page.

3.9.2018 @ 3:40 PM

Add a New Comment


Comment Guidelines: No HTML is allowed. Off-topic or inappropriate comments will be edited or deleted. Thanks.

The OTT Rodeo Blog

Taming the chaos of our industry into bite sized morsels of knowledge.

  • Ad Networks… What the f*ck happened to them?


  • Post Featured Image

    The Supremacy of OTT

    Saturday I walked into my parent’s living room to find a giggling middle-aged man. There in my family home was my Dad, laughing hysterically as he eagerly shuffled through hours of Snoop Dogg’s Double G News Network, a Youtube-broadcasted digital series. It was the first time...  CONTINUE READING

  • Post Featured Image

    Day One (Sort Of)

    I’ve been waiting for this day for 20+ years. Well, maybe a few less… But I do vividly remember being dropped off at kindergarten, and watching the adults walk off in button-up shirts and fancy shoes thinking ‘...where are THEY going?!’ Monday I started full-time at Plush Digital heading...  CONTINUE READING

  • Post Featured Image

    Still Televised

    THIS JUST IN: Television isn’t dead yet. Film at 11! You’ll of course have to sit through the commercials — but in this case, that’s kind of the point.You see, contrary to the widespread belief that digital media is unstoppably ascendant, TV advertising is projected to keep pace, more or less...  CONTINUE READING

RSS Feed