The Brand
SweatPals is a fitness-and-wellness marketplace where workouts feel more like hangouts.
It connects two sides of a community: hosts and clubs who create real-world events.
The real-world events include run clubs, yoga, pickleball, social wellness clubs, and retreats.
The people who show up join the real-world events.
The category it plays in isn’t really fitness. The category is belonging. People don’t sign up for a sweat session so much as for the crew, the routine, and the feeling of being part of something local and ongoing.
SweatPals turns belonging into a platform. Hosts get the tools to run and fill events. Members get an easy way to find their people and their next workout.
The Situation
SweatPals needed to scale both sides of a marketplace at once.
SweatPals needed to fill events with members.
SweatPals needed to recruit the hosts who create the events.
SweatPals needed to do both without losing efficiency as spend grew.
SweatPals set a concrete bar. The bar was a 3x return on ad spend against event GMV.
Two things made the situation hard. A marketplace only works when supply and demand are matched locally. A generic “join a workout” message doesn’t move someone to buy a ticket to a specific event in their own city this weekend.
Scaling paid acquisition responsibly requires trustworthy measurement across both app and web. That requirement meant the tracking foundation had to be rebuilt before spend could be pushed. The conversion that mattered was a purchase. A purchase meant an event registration or ticket. Everything had to ladder to the purchase.
The Solution
SocialQ started with the foundation.
Before scaling spend, SocialQ implemented cross-platform conversion tracking (AppsFlyer).
SocialQ standardized UTM and campaign-naming conventions tied to community and event IDs.
SocialQ stood up live reporting.
Live reporting let every dollar be measured against a real purchase rather than a guess.
On acquisition, Meta carried the program. The program was structured around the thing people actually buy: events. Event-support campaigns mapped paid spend to specific local activations.
“Lineups” and “Editors’ Picks” video creative gave each market a concrete, scroll-stopping reason to register. The video creative themes included week-in-my-life, what’s-on-this-weekend, and choose-your-vibe.
On the supply side, SocialQ ran Google host-acquisition search. SocialQ used high-intent terms to recruit hosts where they were already searching.
Underneath the media, SocialQ used landing-page A/B testing. SocialQ used lifecycle email/SMS flows. The landing-page testing and lifecycle flows tightened conversion and retention.
Throughout, campaigns were judged against their objective. Purchase-driving campaigns were judged against the ROAS target. Awareness efforts were judged on their own terms.
Point of Resonance:
The workout is the excuse.
The people are the point.
Results
Across the June–December 2025 program, an events-first paid social strategy turned local activations into efficient, repeatable purchase volume.
Metrics
- 2.9X BLENDED ROAS
- 15,254 PURCHASES DRIVEN
- $11 CPA
Client
SweatPals
Services
Paid Media
- Paid Media Strategy
- Paid Media Management
- Creative Development
Landing Page Strategy & Testing
- Landing Page Strategy & Testing
Conversion Rate Optimization
- Conversion Rate Optimization
Lifecycle Marketing
- Lifecycle Marketing
Measurement Strategy
- Measurement Strategy
- Tagging Foundation & Data Analysis
Paid Media
- Social Media
3-Month Campaign
SERVICES
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