OneTrack Club – Scaling Bookings and Membership for a Premium Health Collective
OneTrack Club is a members' private running club that provides something more than training - it provides access to pro-level support, a renowned coaching team and test-like features such as VO₂ max testing, lactate threshold testing, and tailored performance plans. OneTrack combines data-driven training with community, form, and more
Having been featured in The Sunday Times, Evening Standard, The Metro, and even Selfridges, OneTrack has carved out an up-market niche in the UK fitness market - targeting dedicated amateurs, high-achieving trainers, and professional health-aware individuals with a focus on performance, responsibility, and expert opinion.
The Challenge
OneTrack partnered with ExecuteConsult at a transition point in its evolution. With excellent media profile and loyal client numbers, they were looking to:
Generate more bookings for their specialist athlete support services, including VO₂ max and lactate testing.
Generate awareness and membership inquiry for their specialist running club
Compete for visibility in a very crowded market, where "running clubs" and "fitness testing" mean very different things to very different people
The Solution
We utilised a combination of targeted Google PPC search campaigns, technical SEO optimisation, and UX suggestions - all for the purposes of delivering short-term lead generation and long-term organic ranking.
Hyper-Local Google PPC Campaigns
We created and ran a Google Search campaign directed towards London's neighborhoods - ads targeting users who searched for very specific services such as:
"VO₂ max testing near me"
"Lactate threshold test London"
"Elite running coaching London"
These campaigns were constructed upon a performance-driven build that enabled us to:
Leverage geo-targeting to have spend targeted at precisely the right boroughs and postcode sectors
Deliver location-targeted ad copy addressing the user directly about their proximity to test sites or session locations
Utilise conversion tracking to track bookings back to the appropriate keywords and campaigns
This high-intent approach guaranteed the ads ended up in the hands of real runners or fitness enthusiasts.
Long-Term Optimisation through SEO
Concurrent to paid work, we also audited and optimised the site for search. The major steps were:
Keyword mapping to provide flagship services (e.g. VO₂ max, lactate test, one-on-one coaching) with specialised, search-optimized landing pages
On-page SEO enhancements, including metadata, organized headers, and internal linking
Media and image optimization to improve load speed and mobile usability
Schema markup implementation for services and local business to help Google understand and show site content in search results more effectively
We further discovered and addressed content gaps - with suggestion and support for the development of service-specific pages and learning material that would drive rankings as well as user activity.
UX and Conversion Flow Recommendations
Through analysis and review of user flow, we identified a number of friction points in the process of booking. We recommended:
Streamlining CTAs and service choice
Enhancing mobile UX for simpler form completion
Refactoring page structure to more effectively prioritize revenue-driving and brand-building services
These minor tweaks had a profound effect on conversion rates and site activity.
The Outcome
The resultant PPC, SEO, and UX approach delivered quantifiable results for short- and long-term objectives:
A number of new VO₂ max and lactate testing service appointments, directly linked to Google Ads
More organic search visibility, with OneTrack visible for key performance-driven keywords throughout London
Growing organic traffic and incoming interest, particularly from high-intent searchers looking for expert running services
A more robust, more defined in-site conversion journey—resulting in better enquiry rates and more successful lead capture