How Brave Bison Unlocked Community Wellbeing and National Growth for GLL Through Hyper-Local Performance Marketing

The Challenge

GLL's mission to get local communities moving was hampered by poor local search visibility across their 250+ centres. The challenge: deliver a scalable approach to strengthen local presence, increase memberships, and drive business growth.

The Strategy

A two-part local-first SEO strategy optimised over 200 Google Business Profiles and launched hyper-local landing pages with bespoke content targeting gym-goers in specific locations, starting with Belfast and rolling out to Cardiff.

Execution and Innovation

Doubling category coverage across Google Business Profiles boosted local ranking potential and drove a 42% year-on-year uplift in non-brand organic traffic.

Results

A threefold year-on-year increase in non-brand traffic, a 25% rise in membership sign-ups, and number one ranking for 69 related keywords such as "gyms near me" in the Belfast pilot, with plans to expand to 67 locations UK-wide.

Judge's Verdict

"An excellent hyper-local SEO strategy that successfully delivered measurable community impact and commercial growth."

"A clever approach for tackling localised issues within a budget-constrained sector."