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Factory Weights
Factory Weights asked us to find the ceiling, not protect the margin. In 12 months we grew total sales from £3.28M to £5.58M and built a commercial gym fit-out channel that is now as big as the online store.
Factory Weights launched in Glasgow in 2021, when lockdown left gym equipment scarce and overpriced. Two very different customers buy from it: the home gym buyer, who searches and buys the same day, and the commercial buyer fitting out a whole gym, who is worth many times more per order.
The challenge? The most valuable customer starts with a decision, not a search. By the time a gym owner searches for equipment, they’re already comparing suppliers. We needed to reach them earlier, while they were still planning the gym.
Google Ads captured existing demand. Meta Ads created new demand. Blended return across the whole business kept score.
We rebuilt the account from the feed up. Each category runs as its own Performance Max campaign with its own return target, and a labelling script tags every product Over, Near or Under Index so budget follows proven sellers. Google search revenue more than doubled, up 118%.
A dedicated Meta programme reached gym owners, PTs, Hyrox gym owners and first-time studio owners with a full fit-out offer, while catalogue ads drove product discovery. Continuous creative testing found the winners. Commercial leads cost as little as £13.62 each.
Last click credited Facebook with just £49.1k for the whole year. Judged on that, the fit-out campaigns would have been switched off within a month. Managing to blended return across Shopify kept the second engine alive long enough to work.
A 34-second, presenter-led walk through the Factory Weights showroom, inviting buyers to test the kit in the custom-built gym and book a free session with the design team.
Four short steps sort gym owners from first-timers, and upgrades from full re-fits, before the sales team picks up the phone. The best commercial ad delivered 160 form leads on its own.
70%
Sales Growth
9.1x
Blended ROAS
Against a 7x target
£2.42M
Fit-Out & Trade Revenue
Up 98%, matching the online store
12/12
Months of YoY Growth
Up to +110% in July & Sept
18,639 orders, up 24%
£299 sales per order, up from £218
£353.5k net profit, up 12.2%
Quoted and trade orders, the way a gym fit-out is placed, nearly doubled to £2.42M. The product mix shows who was buying: 20mm rubber gym flooring tiles grew 215% and cast iron kettlebells 104%.
One Motherwell gym owner turned a single Meta lead into £7,000 of sales. That result led us to launch a dedicated Scotland and Northern Ireland lead campaign.
By pairing a feed-led Google account with audience-led Meta campaigns, and judging both on blended return, we helped Factory Weights grow total sales by 70% and turn commercial gym fit-outs into a £2.42M channel.
This campaign has been shortlisted at the Northern Digital Awards 2027.
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