29 Must-See Facebook Ads from 2019


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Facebook Ads in 2015 Launch a Facebook Ad for 10 people who want a CHALLENGE and get….
15 new members for $15 and 5 minutes of time…

Facebook Ads in 2019 Launch every Facebook ad you can imagine, post 62 images in a cerulean, turquoise and violet color palette on Instagram and get… 
26 likes, 1 comment from your Mother, and 0 new members for $296 and 23 hours of time.  

I know I’m not the only one who’s been there, staring at a blank screen, a dropbox full of pictures and a shiny credit card…

Crossing my fingers and hoping that I’m gonna nail the elusive right message, the right visuals, and the certain je ne sais quoi that makes make people stop, drop and buy.  

I could waste hundreds (and maybe thousands) of dollars going the old trial-and-error way, or I can save myself (and my clients) a good chunk of cash and Inspector Gadget my way to greatness. After all, my competition’s {and their epic budgets} are already doing the hefty lifting for me.  

Facebook has made getting the inside scoop on ads incredibly easy thanks to their ‘Info and Ads’ feature. By clicking on this tab, I’m able to easily scroll through the ads of fitness brands that have conquered the Facebook marketplace.

Don’t be surprised if you haven’t seen this…most of our clients had no idea this tool was already at their fingertips.   Here’s our roundup of the 31 of the best ads that major fitness and wellness brands are using to fill their studios with clients and recurring revenue in 2019.

Ad #1: Moon Juice

WHAT I LOVE:
The image stops me dead in my tracks (and pauses me mid-scroll). If you’ve never looked a color wheel it’s time (cause friends there’s an art to images). The orange and blues reflect off one another and rather than looking like the lovechild of Florida Gator’s mascot and Mozilla Firefox, this warm and cool palette seems sophisticated, modern, and dare I say chic, or well, at least as chic as vitamins can get.

THE LESSON:
Play with color and contrast, but tone down hues so the result is sophisticated instead of garish.

Ad #2: [solidcore]


WHAT I LOVE:
Video without a doubt works wonders on Facebook, but this one stands out with it’s black and white schematics and powerful message. “The hard things are the only things that change you” and this workout is gonna be hard. [solidcore] knows that their ideal client is looking for a routine that’ll leave them sore for days, so they emphasize the fact that this is going to be one of the hardest workouts they’ve ever done.

But, you won’t be doing it alone, that’s where our community comes in, and what a community it is. It’s the ultimate recognition that two of the greatest things we want are change and community, and few places are more apt to offer that than your local studio.

THE LESSON:
Know who your ideal client is and speak directly to them. If you try and win everyone over, you win no one over.

Ad #3: Tracy Anderson Method

WHAT I LOVE:
This is a woman who knows her target market. The 30+-year-olds who want to grow older with grace, a six-pack, and dance moves that shame kids half their age. The time-based call-to-action for the intro offer is important. One month, too long. One week, just not enough. But, two weeks is a perfect time frame to let people know it works and to keep them excited enough to commit. An excellent example of intro offers that will sell online.  

THE LESSON:
Don’t try and sell your year-long packages to a cold audience. Make your intro offer bite-sized to make it an easier sell.

Ad #4: Barry’s Bootcamp

WHAT I LOVE:
There’s not much more I love than finding a test live in action.  Case in point, these two Barry’s Bootcamp ads.

Ad #1:  The absence of color in the first ad is an excellent starting point for image tests. That with the clear message in headline and copy, make this a great control as you test different variations. The (literally) in brackets ads a touch of fun to an otherwise very minimalist ad.

Ad #2:  They’re adding in some red and getting rid of the model here (after all some people might not identify with the model in the first ad). I adore the headline here, it’s a great nod to new year resolutions (that often fail), implies powerful lasting change making it an excellent ad for January. They’re also swapping the copy on both images to see which combination is the most effective:

Which one will win? That begs to be seen, but it’s a clear reminder that simple tests of imagery and headlines can add up to big wins in marketing ROI.

THE LESSON:
When in doubt, thou shalt test.

Ad #5: Barre 3

WHAT I LOVE:
This is a great way to announce your arrival (without hiring a town crier, but if you’ve got the budget for that, you do you boo). The image is crisp, one woman in focus, there’s an instructor assisting someone else in the background. Both the image and the copy speak to barre3’s commitment to support and community. While the copy is simple, it introduces barre3 to people who might not have heard of it before.

THE LESSON:
Make sure your copy and image work harmoniously together. Look to tie in the theme of your message through both.

Ad #6: Peleton

WHAT I LOVE: 
How do you sell a REALLY expensive product? You make it feel reasonable. You might not be charging $58/month for your services, but you might be charging $60/hour (that’s a dollar a minute). So instead of saying you charge $480/month or $120 a week, switch the focus, talk about the results they can get with you for in just 120 minutes a week, and the amount of time they’re saving.

THE LESSON: 
When you’re charging higher rates, change the conversation so you aren’t focusing on the price, focus on the impact you’re making in their lives instead.

Ad #7: I Love Kickboxing

WHAT I LOVE: 
This ad combines both a GIF and an image carousel, and the result is a simple eye-catching ad. The copy spells out the offer and gives people a discount code to get 3 classes and free boxing gloves for $9.99. But, what really caught my eye here was the discount code: “YOURYEAR”, little touches like that are easy ways to speak to your ideal client. And, if your clients are looking to make 2019 the year they’re getting their fitness game up to scratch, then you can bet that’s going to resonate with them. Bonus points because January is a great time to use language that ties into resolutions.

THE LESSON: 
The devil’s in the details. Use every last bit of real estate to support your message.

Ad #8: Title Nine

WHAT I LOVE:
Active, athletic woman
Alliteration
Gorgeous image
Clear call-to-action
Speaks to pain points

This is a great ad from Title 9, and what makes it even better is the link description: “Sweat-Wicking & Sagfree”. Most athletics are sweat-wicking (or at least market themselves as sweat-wicking) but you don’t often see leggings being marketed as sag-free. It almost acts as a bit of a pattern disruptor here. We’re all used to see leggings marketed as wicking, shaping, booty-lifting, and what not. As a proud member of the Leggings Forever club, I can tell you that saggy leggings aren’t a good look on anyone. This is a great way for Title 9 to stand out. I’d love to see them test a version with more emphasis on pain points.

THE LESSON: 
Don’t be afraid to stand out, you don’t need to be talking about yoga for weight loss just because your competitors are. Find a unique angle for your products and services and stand out.

Ad #9: Third Space London


WHAT I LOVE: 
If you’re charging luxury rates, you need to be showing up as a luxury service. That means going the extra mile with your marketing. Third Space does a brilliant job of this – all the models are wearing color-coordinated bottoms (and socks!), the movements are all choreographed so everyone’s moving in time with the music, and the overall video feels streamlined and professionally made.

THE LESSON: 
Take a moment to make sure you’ve dotted all your i’s and crossed all your t’s to make sure the end result is as polished as possible.

Ad #10: Mark Fisher Fitness


WHAT I LOVE: 
I love, love, love brands that don’t take themselves too seriously. Unlike the previous ad, this ad isn’t about being perfect or polished, it’s about standing out, having fun, and being approachable. And, best of all, they turn an intake into something people actually WANT to do, rather than having their client assume it’s just another sales meeting.

THE LESSON: 
Find an on-brand way to push the envelope with your marketing. Treat it as an experiment, you never know how your audience might respond.

Ad #11: Goop


WHAT I LOVE: 
Stop-motion graphics are amazing! They’re fun, playful, and your audience doesn’t need headphones to enjoy them. When you’re scouring the interwebs for inspo, don’t forget to check out brands outside of fitness that your target audience might be interested. Complimentary brands in the wellness space are doing such cool things with ads. Another great thing Goop does here using really natural language, who hasn’t said “Why am I so effing tired?”, at some point?

THE LESSON: 
Use copy that’s relatable to your target audience.

Ad #12: Outdoor Voices


WHAT I LOVE: 
Never underestimate the power of a happy face and someone who looks like they’re enjoying themselves. This ad is fun and happy lets people envision themselves having a good time in Outdoor Voices!

THE LESSON: 
Most people naturally gravitate towards warm, happy, sunny visuals, use that to your advantage!

Ad #13: HUM Nutrition

WHAT I LOVE: 
Thanks to influencers, flatlays are HUGE. They let you lay out your products in an aesthetically pleasing way, and the colours stop users mid-scroll. The copy’s great too → “Transformation Starts With” speaks to the change that most people in the health and wellness space are seeking.

THE LESSON: 
Juxtapose bright colors on crisp backgrounds to create images that’ll people dead in their tracks.

Ad #14: Core Collective


WHAT I LOVE: 
This is a great ad for a multi-specialty studio. It’s simple but gets the message across loud and clear without overwhelming anyone watching it.

THE LESSON: 
Break the text up on videos so you’ve got fewer words on screen at a time. It’s easier to read and maximizes the impact.

Ad #15: Spiritual Gangster

WHAT I LOVE: 
For everyone with retail, this is a lesson in putting your new merchandise in front of people as soon as it arrives through your door. For everyone else, this is a lesson in templating your images. Left side image of our model wearing her oh-so-happy shirt takes of 60% of the frame and is overlapped by a color wash pink rectangle identifying the current offer. And you don’t to be a designer to make this work, head on over to Photoshop or Canva and use this template to offer up your own goods and services without breaking the bank or draining your creative juices.

THE LESSON: 
Make the focus of your ad crystal clear.

Ad #16: Another Space


WHAT I LOVE: 
The copy is great: “blood pumping, mind-clearing classes” is exactly what I want heading into a workout. The image carousel’s a great way to introduce the offer and give people a sneak peek into your studio.

THE LESSON: 
Traditionally, single image ads have a higher click-through rate on Facebook, and carousels on Instagram, but experiment and find out what works for your business.

Ad #17: Barre 3

WHAT I LOVE: 
Hallelujah to those who are finally acknowledging the power of Facebook and Instagram ads to build recruiting! We’ve been doing it for over five years and have watched this tiny tool become our greatest tool to get the ideal instructors, teachers, and trainers.

THE LESSON: 
The image is so powerful because our instructor’s gaze takes us right back to the message and it’s a powerful one. Consider where the gaze of your image will take your viewers, cause they will go there and it’s one more way to direct them back to your core message.

Ad #18: Sweaty Betty Legging Test

WHAT I LOVE: 
Another test! All three ads use the same copy, so I’m guessing the copy beat out its competitors, making it time to test the images. The little star emoji in the copy is a great way to attract attention and get more eyeballs on your ad.

Ad #1: I love that this ad includes a testimonial excerpt on the image. Also has a full-length shot of the leggings, which is important to get the entire product into these types of shots.

Ad #2: Unlike the first version, this ad has no copy on the image except the logo and a bar with “The Power Legging 30 Day Promise”. This image also shows the leggings in action.

Ad #3: No full-length legging shot, model’s faced away from the camera and the same bar at the bottom. If I had to put money on it, I’d say this ad performed the worst of the three. With the first ad likely performing the best. Here’s what I’d want to test: Image from the second ad with the testimonial. And ad copy with at least a sentence on what the 30 Day Promise is.

THE LESSON: 
Test all variations of your copy with all variations of images to find the winning combination.

Ad #19: Frame London


WHAT I LOVE: 
There’s so much to love about this ad! 

The image is popping with personality, and so is the copy!
They could have said:

“All classes pre 7.30am just £10! *offer does not include Reformer Pilates. Book now!”

And it would’ve conveyed the same information. But your brand voice is about so much more than conveying information, it’s about the way you make your readers feel. And this ad hits just the perfect notes, it’s warm, funny and clear. And that’s a winning combination if I’ve ever seen one.

THE LESSON: The last thing in the world you want to be is boring, dry, or rude. Infuse personality into your studio’s brand, and have fun with it!

Ad #20: Welleco


WHAT I LOVE:
Another great stop-motion ad! This one takes you through the steps to make yourself a bottle of Super Elixir. Use Facebook Ads as an opportunity for a mini-tutorial, show your audience exactly how to use your product or service.

THE LESSON: 
Make your content both promotional and informative so they can quite literally picture themselves using it!

Ad #21: Kayla Itsines

WHAT I LOVE: 
Let’s be real, the copy here isn’t exactly Ogilvy. The title case is annoying, but it also forces readers to slow down and read each word. What really caught my eye though was the static woman with the subtle arrow animation behind the offer: It’s simple, but it draws your eye to the offer.

THE LESSON: 
Pay attention to the parts of the ad you want to highlight, and use colour, animation and structure to do it!

Ad #22: Alo Moves


WHAT I LOVE: 
One of the best ways to get people into the studio?  Show them what they’ll experience, and tell them exactly what to expect. Instagram and Facebook have made a content-based experience a crucial part of the game.  

THE LESSON: 
Use video to bring people within your studio and show them exactly what to expect.

Ad #23: Equinox


WHAT I LOVE: 
The video is beautiful, but you can nail the same vibe without Equinox’s marketing budget. Aspirational ads are a power move, they immediately convey confidence and success, think Nike and Adidas, and they make people want to associate themselves with the brand.

THE LESSON: 
If you’re looking to position yourself as a luxury brand like Equinox, you’ll need to tap into something deeper than fitness.

Ad #24: Classpass

WHAT I LOVE: 
Classpass may seem like the enemy of all fitness studios, but it’s really because their marketing is so doggone good.  Case in point: Corporate Philanthropy done right. People like to feel like they’re part of something bigger, and if you can help them feeling by supporting your studio they’re supporting their community, then you’re just that much close to building some real brand loyalty.

THE LESSON: If your studio is involved in some sort of charitable work or philanthropy, talk about it!

Ad #25: Mark Fisher Fitness

WHAT I LOVE: 
This is a great spin on the “there are no excuses for not working out” angle that’s so popular. Y’all know as well as I do that half the battle is consistency, well your clients know that too, so speak to their fears and tell that. Any workout is better than no workout.

THE LESSON: 
Use content based ads to answer common objections that your clients have.

Ad #26: Peleton


WHAT I LOVE: 
Between polar vortexes, snow storms, and hurricanes, this one that’ll really resonate with North Americans in the winter. Bad weather is a very real reason why people can’t work out outside and often not make it to the gym. This ad offers Peleton as the answer so people can work out rain or shine.

I’m also a big fan of the modern font overlay over the video. The result is professional, beautiful, and most importantly, effective!

THE LESSON:
Position yourself as the solution to your competitor’s drawbacks.

Ad #27: BLOK

WHAT I LOVE: 
Proof that even a Finance Manager job description can be sexy.  Wow. One more reason to grab social media and put it to use as your best means to find your best candidate for the job.   Use Upwork or Fiverr to create GIF’s (the type of video used in this ad) inexpensively. They go a long way to making sure everyone sees your message.  

THE LESSON: 
You don’t have to have a massive budget to create an effective ad!

Ad #28: Betty Rocker


WHAT I LOVE: 
This is such a great way to use Facebook for content marketing. Create informational content (either about your field or a complementary field) and turn it into a Facebook ad. Add in a free challenge at the end like Betty did or include your intro offer, either way it’s a surefire way to establish that you know what you’re doing, humanize yourself and your studio, and start building that relationship with potential clients.

THE LESSON: 
Experiment with long-form copy and informational content to build a base of potential clients.

AD#29: BONUS INSPO

The flatlay from HUM makes my day. As for my 70’s chic studio going friends, I grabbed this from a BRILLIANT overseas studio that I can no longer find (please, please, let me know who this is if someone has a source). I am all in for anyone that can make my belly laugh and I have a feeling working out here will be one of those things I look forward to each and everyday.

What are some of your favorite fitness and wellness brands? Tell us in the comments!

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