The Client.

Training the next generations of Ninja's

Ninja Nation is Australia's most comprehensive obstacle training facility for Ninja. Incorporating acrobatics, stunt training, and the best equipment with qualified trainers to deliver a world-class program. Ninja Nation is renowned for a diverse range of classes that prepare you for the Australia Ninja Warrior TV show.

Ninja Nation has a range of classes to get kids and adults motivated through structured Ninja training programs to deliver on improving mindset, flexibility, strength and athletic endurance. Incorporating elements of gymnastics and martial arts to promote technical skills and discipline.

For adults, there is a fully functional weight training area to improve strength, and expert guidance to prepare physically and mentally for competitions.

The ideal venue to host birthday parties, corporate programs, and functions for any occasion or celebration. There are several rooms available for exclusive use upon booking. A venue not just for kids, but for the entire family to enjoy and partake in a like-minded community of Ninja enthusiasts.

Our Objectives.

Increase school holiday revenue

With a majority of members under the age of 16, school holiday programs are a key revenue driver during holidays for the business and was a primary focus for marketing.

Improve attendance rate

To ensure each program was profitable, we had to achieve a booking rate above 70% for each program.

Increase awareness of programs

To overhaul content and key messaging to create a digital marketing plan to increase awareness and sign ups for of upcoming holiday programs.

Differentiate from competition

To position Ninja Nation as Australia's leading Ninja Obstacle training facility through quality content and messaging to reinforce their mission.

The Challenge.

To increase awareness and target parents who book children into holiday programs

An effort to massively boost school holiday program attendance required an immediate boost of awareness for school holiday programs across all marketing channels. We created an in-depth strategy to align key messaging on all content distribution channels to focus on the benefit of a school holiday program rather than the inclusions of the program.

The challenge was to target parents who have children between the ages of 4-16 and create simple content that describes the benefit and encourages parents to book children into school holiday programs instead of day care and various other competitive school holiday programs available.

Given parents have busy work schedules, we had to ensure that content was delivered at the appropriate time. and the entire customer journey was seamless and booking into a school holiday program was simple.

The Result.


Increase in no. class spots


Attendance Rate


Increase in revenue

The Solution.

A seamless ad campaign across Facebook & Instagram which generated leads for school holiday programs for $0.80 per click.

Parents have busy schedules and love to send their kids in for holiday programs as a replacement for daycare. Through a unique content strategy, we hyper-focused a marketing strategy on terminating the benefits that school holiday programs provide, rather than the inclusions and cost of the program.

We overhauled content and key messaging used for advertising and targeted parents who were members or patrons and had previously attended the gym. Allowing us to completely book out the program every day except for 2 x programs.

Every 90 days we employ the same strategy to book out holiday programs every term for NInja Nation.

“I've been working with Paul and his team for almost 2 years now. I believe in making sure we get the right people with the right skill set to manage our business.

Paul and his team have been actively managing our WordPress website and are responsible for planning and executing social media marketing plans. The direction and support we receive for our digital marketing initiatives has been imperative to growing our business and aligning key messaging to drive consistent awareness for our obstacle gym.

We immediately saw an increase in our school holiday program bookings with an increase in 64% in revenue. We now have a repeatable process to ensure our school holiday programs are booked out every quarter.

— S.G Lai

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