Metabolic London

Metabolic London Case Study

How B2B GTM Tactics Drove 247% Growth for a B2C Fitness Brand: The Creative RevOps Playbook

247% Sign-Up Growth | 87% Attribution Accuracy | 180% Corporate Client Increase

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Client Background

Metabolic London is a London-based boutique fitness studio specializing in HIIT (High-Intensity Interval Training) and functional group training. Founded by fitness professionals with deep expertise in body composition and performance training, Metabolic operates locations in Camden (London) and Brentwood, offering daily classes focused on fat loss and lean muscle building.

The studio differentiates through training methodology rather than luxury amenities. The 4,000 sq ft space features open training areas with high ceilings, natural lighting, and equipment designed for functional movement: kettlebells, plyo boxes, rings, battle ropes, sledges, and rowers. Classes include HIIT, strength training, rowing circuits, and movement flow sessions.

Metabolic uses Mindbody for booking and member management, participates in ClassPass for discovery, and maintains strong Instagram presence with 17K+ followers. Despite quality programming and loyal member base, the business struggled with predictable growth and data visibility that prevented strategic decision-making.

The Challenge

Metabolic faced the classic B2C fitness challenge: unpredictable member acquisition dependent entirely on walk-ins, ClassPass, and social media. But the problems ran deeper than inconsistent growth. The business was flying blind.

Unknown sign-up sources. Metabolic couldn’t track where members came from. Did that new member discover them through Instagram, ClassPass, Google search, or word-of-mouth? The Mindbody integration failed to capture source attribution, meaning every marketing decision was guesswork. They couldn’t identify which channels drove actual conversions versus vanity metrics.

Invisible revenue leaks. Without proper event tracking and analytics infrastructure, Metabolic couldn’t identify where prospects dropped off in the booking funnel. Website visitors who didn’t convert immediately disappeared into the void with no retargeting, no follow-up, and no way to measure the true cost of customer acquisition.

Untapped B2B opportunity. Like most boutique fitness studios, Metabolic focused exclusively on individual consumer acquisition (B2C). They never systematically targeted the obvious adjacent market: corporate wellness programs, team building events, and company fitness memberships. London businesses regularly invest in employee wellness, but Metabolic had no outbound motion to reach decision-makers.

Limited growth levers. The business relied on three channels: organic social, ClassPass discovery, and walk-in traffic. When ClassPass changed commission structure or Instagram’s algorithm shifted, revenue became unpredictable. They needed diversified acquisition channels that didn’t depend on platform whims.

No systematic retention or reactivation. Members who stopped attending simply churned. No data infrastructure to identify at-risk members, no automated re-engagement campaigns, no systematic approach to lifetime value optimization. Revenue was entirely dependent on new acquisition rather than maximizing existing customer value.

Broken analytics infrastructure. The Mindbody integration captured bookings but not the full customer journey. Website analytics showed traffic but couldn’t connect visitors to actual sign-ups. Marketing spend couldn’t be attributed to specific revenue outcomes. Every growth initiative was a shot in the dark.

The core problem wasn’t the fitness programming or member experience. Metabolic delivered exceptional results for clients. The problem was infrastructure. They operated a B2C business without the data systems, attribution tracking, or diversified acquisition channels needed to scale systematically.

The Solution: Creative GTM + RevOps Engineering

Pyrashyut approached Metabolic’s challenge through creative GTM + RevOps Engineering, applying B2B tactics to a B2C business while building the data infrastructure that made systematic growth possible.

The core insight: fitness businesses don’t have to rely exclusively on consumer marketing tactics. Corporate wellness is a massive untapped market that responds to B2B outreach. Meanwhile, every growth decision requires data infrastructure that most boutique studios never build.

Rather than spending more on Instagram ads or hoping for ClassPass discovery, we engineered a two-track approach:

Track 1 (GTM): Open a new B2B revenue stream using enterprise sales tactics

Track 2 (RevOps): Build analytics infrastructure that makes every marketing decision data-driven

This required both outbound systems (cold email, LinkedIn automation) and technical implementation (PostHog tracking, Mindbody integration fixes, dashboard development) working together.

Implementation

The implementation focused on two parallel tracks:

Track 1: B2B GTM Infrastructure

Corporate Targeting & Outreach

We built targeting infrastructure that identified London-based companies within 3 miles of Metabolic’s locations, focusing on tech startups, professional services firms, and businesses with 50-500 employees. Cold email sequences targeted HR Directors, Office Managers, and Heads of People with messaging focused on employee wellness ROI, team building outcomes, and corporate fitness programs.

LinkedIn Automation

Parallel to email, we deployed LinkedIn automation targeting the same decision-makers. Connection requests referenced specific pain points (remote team engagement, office culture, employee retention) followed by sequences introducing corporate fitness solutions. This multi-channel approach increased touchpoints without appearing spammy.

Corporate Packages & Proposal Infrastructure

We developed corporate-specific offerings: monthly team training sessions, quarterly wellness programs, and corporate membership packages. Proposal templates automated the sales process, allowing Metabolic to respond to corporate inquiries with professional, tailored proposals within hours rather than days.

Track 2: RevOps Engineering & Analytics Infrastructure

PostHog Implementation & Event Tracking

We implemented PostHog across Metabolic’s website to track the complete customer journey. Event tracking captured every interaction: page views, class schedule views, pricing page visits, booking attempts, sign-up completions. This created visibility into drop-off points and conversion optimization opportunities that previously didn’t exist.

Mindbody Source Attribution Fix

The Mindbody integration was losing source attribution data when prospects converted through the mobile app. We rebuilt the tracking infrastructure to preserve UTM parameters and source information throughout the entire booking flow, ensuring every sign-up could be attributed to its acquisition channel. This transformed marketing from guesswork into science.

Analytics Dashboards & Reporting

We built comprehensive dashboards showing real-time metrics: sign-ups by source, conversion rates by channel, customer acquisition cost by marketing activity, member lifetime value by acquisition source, and cohort retention analysis. For the first time, Metabolic could make data-driven decisions about where to invest marketing resources.

Organic Retargeting Infrastructure

Using PostHog data, we built retargeting audiences based on behavior: visitors who viewed pricing but didn’t book, prospects who abandoned sign-up flows, members who hadn’t booked in 30 days. These audiences fed into email sequences and social retargeting campaigns that recovered previously lost conversions.

Results

The transformation was dramatic across both consumer and corporate channels:

Metric / Impact

Overall Sign-Up Growth / +247% in 6 months

Corporate Clients Acquired / +180% new B2B revenue stream

Attribution Accuracy / Unknown → 87% tracked

Marketing ROI Visibility / Complete channel-level CAC

Retargeting Recovery Rate / 31% of abandoned bookings

Website Conversion Rate / +156% improvement

Revenue Channel Diversification / 3 → 7 active channels

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The B2B channel proved particularly valuable. Corporate clients generated higher average revenue per member, longer retention periods, and predictable monthly recurring revenue. A single corporate wellness contract often brought 10-20 regular attendees, replacing the need to acquire each individual consumer separately.

The RevOps infrastructure transformed decision-making. For the first time, Metabolic could answer critical business questions: Which marketing channels drove the highest lifetime value members? What was the true cost of acquiring a customer through each channel? Where did prospects drop off in the booking funnel? Which retargeting campaigns generated positive ROI?

Perhaps most importantly, the business achieved growth predictability. Rather than hoping social media would drive traffic or depending on ClassPass commission rates, Metabolic could systematically invest in proven channels and forecast growth based on data rather than intuition.

Client Testimonial

“Pyrashyut completely transformed how we think about growth. The B2B channel opened a revenue stream we didn’t know existed, and the analytics infrastructure finally gave us visibility into what actually drives sign-ups. We went from guessing which marketing worked to making data-driven decisions that predictably grow the business. The 247% growth speaks for itself, but the real value is having infrastructure that scales with us.”

Lawrence Hannah

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The Validation

Metabolic’s continued growth trajectory validated both the creative GTM approach and the RevOps infrastructure investment. The business expanded from relying on walk-ins and ClassPass to operating seven distinct revenue channels, each tracked and optimized independently.

The B2B corporate wellness channel became a significant revenue contributor, accounting for 35% of new monthly recurring revenue within the first year. This diversification reduced platform dependency and created predictable cash flow that enabled strategic investments in additional locations and programming.

The analytics infrastructure became a competitive advantage. While competitors continued marketing blindly, Metabolic made decisions based on accurate attribution data, lifetime value calculations, and channel-specific ROI. This data-driven approach enabled efficient scaling that boutique studios rarely achieve.

What This Means for Your Business

The Metabolic London case study demonstrates a critical principle: B2C businesses don’t have to limit themselves to consumer marketing tactics.

Most boutique fitness studios, wellness centers, and lifestyle businesses focus exclusively on B2C acquisition: social media, influencer marketing, paid ads, marketplace discovery. This creates platform dependency, unpredictable growth, and vulnerability to algorithm changes. It also misses obvious adjacent markets.

Creative GTM + RevOps Engineering takes a different approach: apply B2B tactics to B2C businesses while building the data infrastructure that makes systematic growth possible. Corporate wellness, team building, and B2B partnerships represent massive untapped markets that respond to outbound sales tactics. Meanwhile, proper analytics infrastructure transforms marketing from guesswork into science.

The result isn’t just growth. It’s diversified revenue channels, predictable acquisition, data-driven decision-making, reduced platform dependency, and infrastructure that scales systematically rather than hoping social algorithms favor you.

Ready to Apply Creative GTM to Your B2C Business?

If you’re a boutique fitness studio, wellness center, lifestyle business, or local B2C brand struggling with:

• Unpredictable growth dependent on social media algorithms

• Unknown sign-up sources and broken attribution tracking

• Platform dependency (ClassPass, Instagram, Google)

• Untapped B2B opportunities in corporate market

• No analytics infrastructure to measure marketing ROI

• The need to diversify revenue channels systematically

Then it’s time to apply creative GTM + RevOps Engineering to your business.

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Schedule a Strategy Session

Visit pyrashyut.com to learn how creative GTM + RevOps Engineering can transform your B2C business.

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Pyrashyut | GTM + RevOps Engineering | pyrashyut.com