David Lloyd Clubs
Social media strategy and content for Cheshire Oaks
David Lloyd Clubs
Social media strategy and content for Cheshire Oaks
Starting point
At Cheshire Oaks, reels were averaging around 1,000 to 2,500 views. Much of the content was promotional or static, and it was reaching mainly people who already followed the club. The opportunity was to make the everyday experience at the club more interesting to new audiences, without losing the David Lloyd brand feel.
At Cheshire Oaks, reels were averaging around 1,000 to 2,500 views. Much of the content was promotional or static, and it was reaching mainly people who already followed the club. The opportunity was to make the everyday experience at the club more interesting to new audiences, without losing the David Lloyd brand feel.
What I changed
I looked at what members and potential members might want to see, then brought the club’s activities, events and everyday moments into repeatable content themes. I planned a steadier mix of reels and useful updates, coordinated with the team on what was happening at the club, and used performance to decide what to repeat or change. Over 10 months, the regular reel range moved from 1K–2.5K views to 3K–6K+ views, with multiple posts reaching 7K–11K.
I looked at what members and potential members might want to see, then brought the club’s activities, events and everyday moments into repeatable content themes. I planned a steadier mix of reels and useful updates, coordinated with the team, and used performance to decide what to repeat. Over 10 months, the regular reel range moved from 1K–2.5K to 3K–6K+ views. Several posts reached 7K–11K and one reached 41.7K. In peak months, 65% of reach came from non-followers; October reached 157K monthly views, up 64%.
A day at the club, not a list of facilities
For the wider David Lloyd Clubs account, I planned, filmed and edited a lifestyle-led “padel, pool and pizza” video. It reached 145K+ views on TikTok, compared with the account’s usual 2K–15K range at the time, and 24K+ views on Instagram. The idea was simple enough to work across platforms.
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A day at the club
The “padel, pool and pizza” video showed how a clear, lifestyle-led idea could travel from TikTok to Instagram. It reached 145K+ views on TikTok and 24K+ on Instagram.
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Content
with a reason behind it
Content
with a reason behind it
Instead of filling the calendar with promotions, I looked for moments people might want to watch or share: a class, an event, a day spent at the club. Each idea needed a useful hook, a clear shot plan and a format that made sense on the platform.
The results in context
The results in context
Across 10 months at Cheshire Oaks, the regular reel range moved from 1K–2.5K to 3K–6K+ views. Several reels reached 7K–11K and one reached 41.7K. In peak months, 65% of reach came from non-followers. October reached 157K monthly views, up 64%. These figures show a more repeatable way to reach people beyond the existing audience, not a guaranteed result for future work.
