Project: CrossFit Fort Ashton – Video Advert Campaign for New Member Conversions

Part of CrossFit Fort Ashton’s marketing strategy to grow membership and boost first-time visitor engagement.

Breaking the Myths, Building the Community –Video Campaign by Superhuman Group

When CrossFit Fort Ashton wanted to grow its membership, the team knew they needed more than just promotional images and class timetables. They needed a video campaign that would educate, entertain, and inspire—tackling common misconceptions about CrossFit while showing that the gym is welcoming, playful, and inclusive.

Enter Superhuman Group. As their production partner, we provided a complete, multi-day shoot to capture every facet of the CrossFit Fort Ashton experience. From staff and member interviews to dynamic training sequences, our goal was to show potential new members exactly what to expect on their first visit —removing the intimidation factor and replacing it with excitement.

SERVICES WE PROVIDED

Pre-Production Shoot Planning & Logistics. Staff & Member Interviews. Multi-Day Location Filming. Aerial Drone Operation to showcase the gym’s location. End-to-End Post Production including Editing, Colour Grading, Mastering, Royalty-Free Music Licensing, and Motion Graphics for a social-optimised advert campaign.

CLIENT FEEDBACK

"Superhuman Group always bring fresh ideas and this time captured the exact energy and warmth of our community. The videos not only look fantastic but have been instrumental in converting new members —people tell us they felt confident to come in because they ‘already knew what to expect’ thanks to the campaign." 

—Dan Bond, Owner – CrossFit Fort Ashton

The Brief

CrossFit Fort Ashton wanted a marketing campaign that would target new member conversions by breaking down barriers of perception around CrossFit.

The aim was to create short, engaging videos that would educate people on what CrossFit really is, dispel intimidating stereotypes, and highlight the community’s supportive, inclusive nature. The tone had to be warm and playful, while still showing the skill, variety, and challenge that make CrossFit exciting.

The Solution

• Staff & Member Interviews to provide authentic voices and relatable experiences that new prospects could connect with.
• Aerial Drone Filming to showcase the gym’s location and surroundings, adding production value and a sense of place.
• Dynamic Training Sequences shot with multiple cameras to highlight variety, technique, and fun in workouts.
• Lifestyle Footage of members socialising, supporting each other, and enjoying the community.
• Pre-Production Planning & Storyboarding to ensure the shoot captured a balance of education and entertainment and remained on-brand within Crossfit Fort-Ashtons guidelines throughout.
• Full Post Production including Editing, Colour Grading, Mastering, Royalty-Free Music Licensing, and Motion Graphics to produce a social-first advert campaign optimised for high engagement and reach across platforms.

The Outcome

✅ Produced a visually engaging, multi-video campaign tailored for social media platforms.
✅ Effectively dispelled common myths about CrossFit, making the gym feel approachable to first-time visitors.
✅ Showcased CrossFit Fort Ashton’s community-driven and inclusive environment.
✅ Delivered a series of high-quality, branded adverts optimised for Facebook, Instagram, and Tiktok.
✅ Provided a complete end-to-end production service, from pre-production through to campaign-ready deliverables.
✅ Supported measurable increases in first-time visits and membership sign-ups following the campaign launch alongside a direct conversion funnel.