A Delhi gym that trains like an athlete brand
Iron Yard needed to compete with cheap 24/7 chains without competing on price. We built an unapologetic athletic identity and a performance-marketing system that filled three coaching batches in a quarter.
- Fill three 12-week coaching batches at premium pricing
- Establish credibility with serious lifters and athletes
- Build a content engine that converts on Meta and Google
- Competing with ₹999/month gyms nearby
- Founder-coach was camera-shy at launch
- Zero baseline in ad accounts or creative library
Analysed 20 fitness brands globally, audited 30 Meta ad libraries and shadowed 3 coaching sessions.
Chalked hands, raw iron, editorial sports photography and brutalist typography references.
'Train like you mean it.' — a brand voice that made premium coaching feel earned, not exclusive.
Selected work from the launch
How we shipped it
- Step 1Identity
Wordmark, badge system and typographic language.
- Step 2Content
Photography, reels and coach-led content playbook.
- Step 3Ads
Meta + Google performance system with weekly iteration.
Real, measurable outcomes
Filled all three coaching batches in the launch quarter with a 38% lower cost-per-lead than the industry benchmark.
“The ads look like a Nike campaign, not a local gym. Leads come in ready to commit.”
More work like this
Want a launch like Iron Yard's?
Share your goals — we'll come back with a brief, timeline and an indicative investment in INR within one working day.