With its innovative software for gyms and fitness studios, startup company Glofox was expanding rapidly. However, its direct sales approach came with a high cost of acquisition. It needed to create an inbound machine to help it generate leads and close sales, so it joined the HubSpot for Startups program in June 2015. Since then, it has boosted its web traffic by 6X, its leads by 74% and its customers by 4X.
Increase in customers
Increase in website traffic
Increase in leads
Founded in 2014 in Dublin, Ireland, Glofox provides business management software specifically designed for the needs of the fitness industry. It offers a simple yet powerful SaaS solution that allows fitness studios and gyms to manage memberships, track attendance and sell appointments, courses and products. Glofox has a client portfolio of over 200 businesses across 11 countries.
Conor O’Loughlin, a former professional rugby player turned entrepreneur, founded startup company Glofox with Anthony Kelly in 2014. It provides fitness studios and gyms with a software solution that allows them to manage memberships, track attendances and sell appointments, courses and products. Glofox gained a lot of traction in the marketplace on the strength of its product, but the direct sales approach that it was using came with a high cost.
It was tracking leads with Google Sheets and using Google Analytics to try to figure out its web strategy. However, says Conor, they weren’t generating the results that Glofox needed. “We were using too many systems, and they were overly complex and not integrated with each other. It was paralysis by analysis; we had an overload of data but no way to make it work for us. We realised then that we needed to create an inbound machine.”
Conor was aware of the HubSpot software and was excited at what it could do for his business. “HubSpot was perfect for us. It had every tool that we could need to create a really powerful inbound marketing strategy. We joined the HubSpot for Startups program, which meant that we could get the software at a highly discounted rate for an initial period. It was a very easy decision. We signed up with HubSpot in June 2015 and we haven’t looked back since.”
Founder & CEO
Glofox’s plan was to transfer the vast majority of its marketing activities over to inbound, so Conor says he was surprised at how quickly the company got up and running with the HubSpot software. Within a week, it had set up its blog on the Blog App, created Landing Pages for its content and transferred all of its social media accounts on to the Social Inbox. It also added Forms and Smart CTAs to drive lead engagement.
“We knew that we had to build up our content and leverage it to convert more visitors, leads and ultimately customers. The HubSpot Marketing Platform allows us to do just that. We are positioning ourselves as industry experts and thought leaders in our field; we blog constantly, we have a weekly podcast and we produce ebooks and user guides.”
One important step for Glofox was to define its potential clients with buyer personas; it segmented them into four categories: Yoga, Crossfit, Fitness Studio and Gym. This means that it can now achieve a high degree of granularity with its lead-generating campaigns. It uses Workflows and the Email App to tailor follow-up communications to the visitor’s stage on the buyer’s journey and also to their specific business model.
Glofox decided to migrate its sales team over to the HubSpot Sales Platform – Conor thought it would be the perfect way to give the team the context they needed to develop prospects and close deals.
“It’s intuitive and simple to use, yet you have the ability to drill down if you want to get complex. Our selling process is now purely inbound. The HubSpot CRM makes it easy for our salespeople to identify what’s working and what isn’t.”
- Conor O’Loughlin
Making the change to the inbound method has been a hugely positive decision for Glofox, says Conor.
“The outbound approach that we were using was high cost and high touch – it didn’t really make sense for us as a business. With the HubSpot software, we can automate so many aspects of the process and get real insights into the buyer’s journey.”
Since partnering with HubSpot, Glofox has seen a 6X increase in its website traffic. Leads have been boosted by 74% and customers by 4X. Revenue is growing at 16% month on month, while it has reduced the cost of sales acquisition by 50%.
Conor notes that the quality of leads that Glofox is attracting has improved as well. “It has helped us to find our niche. Before, we were casting our net too wide, approaching bigger gyms that weren’t a perfect match for our product. The HubSpot software allowed us to segment and identify high-converting businesses, such as yoga studios, a sector where our solution really resonates.”
In the future, Glofox plans to automate its sales process even further, reducing the need for live sales demonstrations and instead nurturing leads until they are ready to download a free trial of its software.
“Once they do that, the sales team can step in depending on the prospect’s actions – for example, if we see they are viewing the pricing page, then that’s our cue to place a call.” It has set itself a target of maintaining its 16% revenue growth rate every month and also has “massive aspirational goals” for the future.
“We want to keep taking customers from our biggest competitors and expect to double our sales team by the end of the year. We’re in 11 countries at the moment, and plan to launch in new markets. We are truly committed to growth and the HubSpot software is going to allow us to achieve it.”
- Conor O’Loughlin
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