A refreshed brand and AI agents for a network of 150 franchisees
Domicil'Gym · In-home personal training · France and Switzerland
Domicil'Gym is France's leader in in-home personal training: thirty years in business and a network of 150 franchisees in France and Switzerland. I refreshed its brand, rebuilt its website, restructured its acquisition, and deployed AI agents to produce content and qualify prospects.
The starting point
An established brand, but marketing that had stood still for years. Every point of lost performance hit all 150 franchisees: organic traffic was falling, cost per lead was rising, the brand lacked consistency online, and there was no way to measure how campaigns and acquisition channels were performing.
What I put in place
I first brought the brand and its fundamentals back in step with the market, then rolled out AI agents across every channel to speed up execution.
Brand and positioning
Bring a thirty-year-old brand back in step with its market.
- A new brand identity, aligned with today's market.
- A formalized positioning and strategy that feed the AI agents.
AI agents
Speed up production and qualification without adding headcount.
- AI agents that produce content.
- An AI agent that qualifies prospects on the website.
Rollout
Get the website and acquisition pulling in the same direction for the whole network.
- A rebuilt website: architecture, content and structure.
- Restructured acquisition campaigns: targeting, budget and channels.
The results
- Organic traffic doubled.
- Cost per lead cut in half.
- A brand back in step with its market.
- Content production accelerated by AI agents.
- A franchise network backed by a consistent brand.
Work in progress
- A central AI agent, connected to all the data, to measure the performance of every campaign and acquisition channel.
“Like a true fractional CMO, your strategic vision and ideas were a real plus for us, and your advice on AI was spot on. I also really appreciated the execution side, which helped us make real progress, fast.”
Amandine Bouchand
Marketing Manager, Domicil'Gym
