Boutique fitness, digital membership and retailFlorida-Based Global Fitness Transformation Brand
A global boutique fitness brand with a celebrity following unified its digital membership and retail businesses on Salesforce, replacing disconnected tools with a single customer record and automated lifecycle marketing.
Founded in 2012 in Mexico City by a former professional soccer player dubbed the 'King of Fitness,' the client is a Florida-based global fitness transformation brand with studios across the United States, Colombia, and Mexico. The brand's signature 54-day high-intensity training program has attracted a devoted following of top supermodels, elite professional athletes, and chart-topping artists including Adriana Lima, Alex Rodriguez, Juanes, Fonseca, and Jorge Posada. During the COVID-19 pandemic, the founder took to Instagram Live to host daily workouts, drawing over 35,000 live viewers per session and over 150,000 daily views, adding more than 1 million followers in six months and amassing over 16 million Instagram video views. What began as a single-studio concept in Coral Gables, Florida, grew into a multi-revenue-stream business spanning in-person studios, digital membership, online retail, and branded content. As the business scaled, its operational stack could not keep pace with customer data fragmented across disconnected tools with no unified view across membership and commerce.
The challenge
Growth had outpaced the existing systems. The team managed customer relationships, fitness memberships, online class signups, and retail orders in separate platforms with no consolidated customer record. Marketing was reactive and manual, driven largely by social media posts rather than data-driven outreach to existing members and customers. Despite a massive, highly engaged audience, the business had no systematic way to activate it, retain members, or identify its most valuable customers across fitness and retail.
The solution
SiiMPLY7 implemented Sales Cloud and Marketing Cloud as the unified data and engagement layer for the business. Shopify served as the retail commerce engine, integrated into Salesforce so that retail purchase history, product preferences, and lifetime value were visible alongside fitness membership data in a single customer record. Marketing Cloud was configured to power automated lifecycle journeys for both business lines: welcome sequences, class reminders, and re-engagement campaigns for lapsed members on the fitness side, and post-purchase follow-ups, product reorder campaigns, and VIP customer identification on the retail side. Segmentation models were built to allow the marketing team to target audiences based on engagement patterns across both business lines.
Implementation highlights
What we built.
- Sales Cloud implemented as the unified system of record spanning digital membership and retail customer data
- Shopify integrated into Salesforce, surfacing retail purchase history, product preferences, and lifetime value on the customer record
- Marketing Cloud configured with automated lifecycle journeys for fitness membership onboarding, re-engagement, and lapsed-member recovery
- Retail lifecycle journeys built for post-purchase follow-up, product reorder campaigns, and VIP customer identification
- Cross-business-line segmentation models enabling targeted marketing based on engagement across fitness and retail
- Ongoing support relationship established to support platform evolution across digital and physical presence
Results
For the first time, every customer's fitness membership, online class activity, and retail purchase history is visible in a single Salesforce record
Campaigns moved from manual, social-driven outreach to automated, data-driven journeys running without team intervention
The business can now identify and build targeted retention programs around its most valuable customers across both revenue streams
Engagement summary
SiiMPLY7 delivered a Sales Cloud and Marketing Cloud implementation with a Shopify integration, giving the brand a unified customer record across fitness and retail and replacing manual, social-driven marketing with automated lifecycle journeys. The Salesforce foundation scaled with the business as new studio locations opened and the online membership continued to grow. SiiMPLY7 has maintained an ongoing support relationship with the client as the business continues to evolve.
What's next
Ongoing priorities include expanding Marketing Cloud personalization as the member and retail databases grow, refining segmentation models as new studio markets open, and evaluating additional automation around the digital membership renewal and upsell cycle.
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