Base Training Gym: Over 100 leads in one month — Best result since opening North Lakes

Partnering with Industry Leaders to Ensure Your Growth.

Base Training Gym is one of Queensland’s leading martial arts centres, offering world-class training in Brazilian Jiu-Jitsu, kickboxing, and mixed martial arts for both adults and kids. With two locations: North Lakes and Brendale, and a reputation built on discipline, expertise, and community, the business is spearheaded by Damien Brown, a former UFC fighter and respected coach.

Despite their strong local presence and legacy of impact, Base Training Gym was under-leveraging its digital potential. In just one month, our work helped deliver over 100 leads to the North Lakes location, their best month since launching two years ago.

Our Impact

100,000+ impressions across campaigns

156 leads

across both locations

$33.38

Cost per Lead

5+ creative

angles deployed simultaneously

The Situation

Base Training Gym came to Digital Six after their in-house marketing support exited the business. The prior marketing efforts lacked traction, with underwhelming lead generation and little creative variation.

They were looking for consistent, scalable lead generation, a team who could move quickly to increase sign-ups, clear messaging and diversified creative angles and better budget control without sacrificing results

Our Challenge

Before partnering with Digital Six, Base Training faced several roadblocks holding back their growth

No structure

no strategic marketing structure in place

Limited variety in creative

fatigue had set in among their target audience

Interest-based targeting

no longer converting effectively

Needed to generate

consistent leads for both Brendale and North Lakes locations

Strategy

Phase 1

Story Mapping & Audience Re-activation

With years of recycled creatives, the local audience had grown disengaged. We refreshed brand storytelling by introducing:

New angles focused on transformation, lifestyle, and real member stories
Contextual relevance tied to seasons, school holidays, and promotions

Phase 2

Intent-Based Targeting

We transitioned from basic interest-based targeting to high-intent targeting using:

Meta’s AI-powered audience recommendations
Website retargeting and custom lookalike audiences
Geographic heat-mapping around each location

Phase 3

Regular Creative Refreshes

Monthly ad reviews and new creative drops to avoid fatigue
Angles adjusted based on performance, seasonality, and lead quality feedback

Phase 4

Active Campaign Management

Daily monitoring of lead costs, conversions, and audience overlap
Immediate budget reallocation based on performance
Pruning of underperforming creatives to focus spend on top-performing variations

Phase 5

our results

Leads

Over 100 leads delivered to North Lakes, their best month on record

Sign-Ups

22 confirmed sign-ups from one campaign alone

Pipeline

A full sales pipeline for the following month

Campaign

Brendale location now benefiting from campaign duplication and targeting adjustments

156

leads generated across two
gym locations

Impact

We’re now laying the foundation for a sustainable, scalable selling system that is being replicated across both locations. Early returns show strong momentum, with 43 leads generated in just the first week of the following month.

This has positioned Base Training Gym to meet its FY26 goal of 150 new sign-ups and grow from 350 to 500+ members.

The Conclusion

Base Training Gym’s partnership with Digital Six has already produced transformational results, with North Lakes seeing record-breaking leads and Brendale now gaining traction with refreshed campaigns.

The next step? Continue refining performance and capitalise on their strong brand to dominate the local martial arts market, one lead at a time.

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