In a world where fitness is about more than just reps and routines, Kingfisher Health Club in Reddish has set itself apart by creating something truly special—a place where members feel like family. Through smart marketing, authentic social media presence, and a deep focus on community, Kingfisher has successfully expanded its membership base and built a loyal, engaged fitness community with the help of The Harris Group.

We were instructed by Kingfisher just after the COVID-19 pandemic when gym memberships were at an all time low.

This is the story of what we did.

The Goal: More Than Just Numbers

Like many independent health clubs, Kingfisher wanted to grow. But it wasn’t just about signing up more members—it was about:

 - Attracting new members

 - Creating a welcoming, inclusive atmosphere

 - Building a community that supports each other

 - Making every member feel like part of the family

To do that, they needed more than just gym adverts—they needed a strategy built on connection.

Step 1: Human-Centred Social Media

Kingfisher revamped their social media presence with a clear focus: show the real people behind the gym.

What We Did:

 - Member stories: Sharing photos and stories of real members achieving personal milestones

 - Staff spotlights: Introducing the Fitness Coaches, front desk staff, and behind-the-scenes team

 - Weekly content themes: Motivation Mondays, Wellness Wednesdays, and Transformation Fridays

 - Community shoutouts: Highlighting local businesses and partnerships

The Result:

 - Instagram and Facebook engagement increased by over 200% within the first 6 months.

 - Members began tagging the gym in their own posts, creating organic word-of-mouth marketing

 - Prospective members cited "friendly vibe" and "family feel" as reasons for joining

Step 2: Smart, Local Marketing Campaigns

Instead of generic ads, Kingfisher focused on hyper-local, highly personal marketing to connect with people in Reddish and nearby areas.

What Worked:

 - Referral incentives for members who brought in friends and family

 - Family memberships tailored for couples and parents with teens

 - Community partnerships with local schools, sports teams, and small business owners

 - Targeted Facebook Ads featuring member testimonials and welcome offers

The Impact:

 - New memberships increased by 35% in less than a year

 - Local community events brought in dozens of first-time visitors

Step 3: Creating a Community, Not Just a Club

The biggest shift came from treating every member as part of something bigger.

Initiatives That Made a Difference:

 - Monthly member socials (from coffee mornings to music nights to bingo)

 - Rewards in the FitSense app - the membership app

 - Introducing a local hairdresser and salon owner to the business to work inside with members

 - Informative workshops about mental health, well-being and women's health

 - Weekly 'fun' classes on a Friday - an alternative to a Friday night out

Feedback From Members:

“It’s not just a gym, it’s a second home.”

“Everyone knows your name, and the support is amazing.”

“I was nervous to join a gym, but at Kingfisher, I felt welcomed from day one.”

Key Takeaways

Kingfisher Health Club’s success is a lesson in heart-led, community-driven growth:

 - People connect with people—not just equipment or workouts.

 - Authenticity wins on social media. Showing real faces builds real trust.

 - Community-first marketing leads to lasting loyalty and word-of-mouth growth.

The Outcome

 - A loyal online community that actively engages and shares

 - A club atmosphere that feels more like a family gathering than a fitness facility

 - An increase in social media followers by 210%

Kingfisher Health Club has proven that the best way to grow isn’t to just sell memberships—it’s to build relationships. By using social media to connect, marketing to invite, and in-person culture to retain, we've helped to create something special in their little corner of Stockport.