Substation, having opened a new state-of-the-art fitness centre and climbing wall in Brixton a year prior, needed to shake its climber-only, macho brand identity. With founders passionate about sustainability, inclusivity and wellbeing, the brief was straightforward. Working within a hub of other freelancers, we quickly diagnosed problem areas for the company - website conversion, event awareness and lack of data foundations for strategic decision-making. Inevitably, this impacted their ability to communicate value and justify higher prices than neighbouring competitors. Three months in, we'd proven the importance of eCRM, cleaning up their database of more than 30,000 customers, calculated their ideal cost of acquisition and built a concrete budget plan to accommodate. Impressions had increased six-fold and we'd celebrated the best January, February and March the site had ever seen. After launching a rebrand across all channels, social engagement was up five-fold and traffic-to-site was converting at two-times the likelihood. Consequently we'd helped raise the funds for the founders to reinvest in a new website that unpicks their value proposition with segment-specific segment messaging. As of writing this, we've helped over 3,000 people discover the health benefits of climbing.