Crossfit About Life, located in Surfers Paradise, was struggling to increase membership despite their efforts with Facebook image and carousel ads, as well as Google Ads. While these campaigns generated some visibility, they weren't producing the kind of results needed to drive significant sign-ups. The gym needed a fresh approach to capture the attention of potential members, particularly those unfamiliar with CrossFit but looking for a unique fitness challenge.

1. Previous Ad Performance: Crossfit About Life had tried various Facebook image and carousel ads, as well as Google Ads, but none had delivered significant results in terms of membership growth.
2. Lack of Engagement: The ads lacked the engagement needed to capture potential members' attention and encourage them to take action.
3. Competition in the Fitness Market: The gym faced stiff competition in the Surfers Paradise area, making it difficult to stand out with generic ads.
4. Difficulty in Converting Leads: While the ads brought in some leads, they were not converting into actual memberships or bookings.