How Business Unicorn Helped FITINN Grow Online Memberships by 20% Across 4 Markets

FITINN, a leading international gym chain with operations in Austria, Slovenia, Slovakia, Czech Republic, and Italy, faced a core challenge shared by many fitness brands: most new members still registered in-person, silently and offline. FITINN partnered with Business Unicorn to fix broken attribution, deploy cross-channel campaigns and transform digital into a consistent membership growth engine.

The challenge

‍

While FITINN had a strong brand presence and physical locations, their digital performance infrastructure was underdeveloped. Tracking online behavior - especially purchases - was unreliable, and campaigns lacked the data to optimize effectively.

‍

Here’s what was holding them back:

‍

• Missing or inaccurate data in GA

• No visibility into membership sign-ups through the website

• Meta and Google Ads were starved of key conversion signals

• Campaigns couldn’t scale because smart bidding had no feedback

‍

In short: great offer, poor data. That’s why Business Unicorn was brought in to fix the foundations, then build and scale paid acquisition across multiple markets - starting with a full technical reset.

What we did

‍

Our collaboration began with strategy, but it was built on solid infrastructure. We implemented tracking and channel frameworks tailored to FITINN’s complex, multi-market operation. 

‍

Complete online tracking overhaul

‍

We rebuilt FITINN’s digital tracking from the ground up, with a focus on visibility and attribution.

‍

Google Tag Manager & GA4 setup: Defined and implemented full-funnel events, from landing page visits to membership purchases. 

‍

Server-side tracking implementation: We routed key events server-side for data resilience. This significantly improved reliability and allowed us to send richer signals to ad platforms. 

‍

‍Cross-market adaptation: Tracking flows were translated and tested across all 4 countries (Slovenia, Slovakia, Czech Republic and Italy) to maintain consistency.

‍

Multi-platform ad strategy

‍

We structured FITINN’s paid media presence around platform strengths: 

‍

Google Ads

‍

Always-on presence: High-intent Search Network campaigns delivered steady conversions.

‍

Performance Max: Used as a full-funnel reinforcement channel for peak campaign seasons. 

‍

Meta Ads

‍

Demand generation & conversion: Strong results both in prospecting and retargeting. 

‍

January & September campaigns: Smart bidding with enhanced server-side signals.

‍

TikTok Ads

‍

Buzz generation: Used selectively during peak periods to create hype. 

‍

Viral early traction in Slovenia: 1.5M+ views and 12K+ likes in less than a month.

‍

Campaign calendar & seasonal scaling

‍

Together with FITINN’s team, we structured the annual media plan for two seasonal campaigns:

‍

• Fall campaign (September-October)

• Winter campaign (January-February)

‍

Each ran for approximately 6 weeks, backed by a cumulative €100K+ budget, across all active markets. These campaigns were scaled based on what worked. 

‍

Outside of these peak seasons, we maintained consistent lower-budget presence via:

‍

• Google Search Network

• Meta Ads

• TikTok organic/paid hybrid strategy (Slovenia)

‍

This ensured constant brand visibility and conversion flow even in “quieter” months.