As the fitness industry became increasingly competitive with the rise of low-cost gyms and new wellness offerings, Nautilus Plus sought to increase memberships for its annual Boomerang program. Since most memberships were still purchased in-club, the challenge was to connect digital marketing efforts with offline results and better understand the customer journey leading to conversion. 

The creation and launch of the Boomerang membership which includes a credit for every day you train is another demonstration of our powerful differentiation and market leadership; everything has been set up to support regular participation, which is an essential condition for our members to get the results they’re looking for. -  Martin Légaré, CEO, Nautilus Plus 

So the mandate was to increase the number of in-club prospects and annual memberships while improving the measurement and optimization of digital initiatives driving offline conversions.