Case study
How Hii.CLUB gained 11,000 followers across founder and company profiles
Hii.CLUB came to us to build an audience for a new wellness club on LinkedIn, across the company page and its founders. The content programme added more than 11,000 followers.
Headline figures
- 11,000+
- Followers gained across profiles
About Hii.CLUB
- What they do
- Wellness club: gym, studio, recovery rooms and coffee shop
- Industry
- Healthcare
- Headquarters
- Gosforth
- Engagement
- Content
TL;DR
Hii.CLUB is a wellness club in Gosforth, built into a former garage by founders Josh and Steph Barlow: a gym, a yoga and pilates studio, recovery rooms and a coffee shop in one building. noticed. ran a content programme across the company page and the founders' personal profiles together.
- Audience: more than 11,000 followers gained across the profiles in the programme.
- Method: founder profiles carrying reach into local business networks a brand page cannot earn.
Challenge
One independent site, against national chains with national budgets.
Opening a single independent club means competing for attention with operators who can outspend you everywhere. What a chain cannot do is be local, specific and run by two named people the community can recognise.
That is the asymmetry worth exploiting, and it only works if the founders are visible rather than the brand.
Why the founders carried it
A company page cannot reach a local business network. Two people can.
Engagement flows through human networks, so a post from Josh or Steph travels through the connections they already have in the area, while the same post on a brand page reaches the people who already follow it.
- Company page for the check, since it is what someone looks at when deciding whether a place is for them.
- Founder profiles for the reach, carrying the club into local business networks the page could not touch.
- Both running together, so the reach and the credibility were not happening in separate places.
What we judged it on
A follower in Gosforth is worth more than a hundred anywhere else.
For a single-site club, audience size is only meaningful inside a radius. National reach is a vanity number: the people it reaches cannot walk through the door, and chasing it would have pulled the content away from the local networks that actually matter.
So the programme was judged on who the content reached rather than how many it reached — local business networks, people who could plausibly become members, and the kind of familiarity that makes an independent feel established before it is.
Results
A single-site independent, building an audience before the building was busy.
- Audience
- More than 11,000 followers gained across the profiles in the programme.