Case study · Level Up by MedLife · Black Friday 2026
More than 50% up on Black Friday 2025.
The first Black Friday after the rebrand: a year at the gym for €365, sold as €1 a day, club by club.
+50%
total sales volume · Black Friday 2026 vs. 2025 · client data
3 yrs 6 mo working together, and every year better than the one before
Year on year
3 years and 6 months. Every year better than the last.
- 2023 Start We start working together, while the clubs are still called Sweat.
- 2024 ↑ Better results than in 2023.
- 2025 ↑ Better results than in 2024.
- 2026 +50% The first Black Friday as Level Up: total sales volume up more than 50% on Black Friday 2025.
Sales as the client reports them from its membership system. People paid online, from the buy buttons on the pages, and at the front desk, so the ad platforms never saw the sale.
The challenge
A two-month-old brand and a year-long offer, to sell in four days.
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2 months
Level Up went public in September. Many people still knew the clubs as Sweat.
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€365
A year paid at once looks like a lot when you see it as one sum.
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4 days
The offer ran from Thursday 5 November to Sunday at 23:59.
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7 clubs
Each club has its own neighbourhood and crowd, so the plan was made club by club.
The idea
“Charge up for €1 a day.”
„Încarcă-te cu 1 € pe zi.”
A 12-month membership in every club cost €365. Split into days, that is €1 — the smallest spend of the day, and the only one that charges you up. The small spends that drain us, like late deliveries or fast food, go unnoticed.
That gave us the counter: on the forearm, what is left of the year and a vitality bar. Each check-in at the club takes €1 off and fills the bar.
365 €
Vitality
The campaign, phase by phase
Two weeks, four phases, one counter.
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01
Teasing · 26 Oct – 1 Nov
The counter appears. No price, no offer.
At check-in, €365 lights up on the forearm. It drops to €364 and the vitality bar fills. The clips ended on a question — “Did you notice what changed?” — and “Coming soon · Black Friday”. The third put the choice on screen: at the fast-food counter the number drops and the bar drains; at the gym it costs €1 and the bar climbs.
26 Oct The scan · him 26 Oct The scan · her 29 Oct Fast food or gym 31 Oct The counter, training · him 1 Nov The counter, training · her -
02
Pre-launch · 2 – 4 Nov
The offer goes public. Sign up and the buy link comes to you first.
349 early-access sign-ups
The trainers announced the price and the date. The pre-launch page on level-up.ro collected sign-ups for the early-access list, straight into the club’s CRM and into Leadaro. On launch morning, the people on the list got the buy link first, on WhatsApp.
2 Nov “That’s what a year at the gym costs” 4 Nov “Black Friday starts tomorrow” 
Feed · pre-launch 
Newsletter · pre-launch -
03
Launch · 5 – 8 Nov
A new message every day. One campaign and one page per club.
Each of the 7 clubs had its own Black Friday page and its own campaigns, on Meta (video in feed, Stories and Reels) and on Google (Performance Max per club, plus Search). Budget moved during the campaign to wherever seats were left. The clip of the day changed with the offer, and a 10-second video went straight to the club’s page.
- Thu„A început.”
- Fri„Azi toată lumea cumpără.”
- Sat„Mai ai o zi.”
- Sun„Ultima zi.”
Thu 5 Nov “Black Friday is on” Fri 6 Nov “Today everyone’s buying” Sat 7 Nov “One day left” 5 – 8 Nov The 10-second video -
04
Last day · 8 Nov
The last day, run like the first. The counter turns green.
Creatives made for the last day, more budget for the clubs with the most seats left, and retargeting to people who had already engaged with the brand. On the pages, the countdown ran to 23:59.
Sun 8 Nov “Today is the last day” 
Story · last day 
Feed · last day, MAX
Everywhere
50+ formats. From the feed to the lifts at Tineretului.
One counter, adapted to every surface: social (1:1, 4:5, story), print (A1, A3, A4, roll-ups), the TV screens in the clubs and the video wall, MedLife co-branded pieces, newsletters for Level Up and MedLife, and the members’ app.
On level-up.ro
The site kept the campaign’s clock.
- One link for the whole campaign
- Ads, newsletters, WhatsApp and QR codes kept the same links. The pages switched themselves, on the minute, from pre-launch to sale to “ended”, with no change to the ads at midnight.
- Buy, straight to checkout
- The button opened the client’s checkout on the exact membership and club, with no form in between.
- Prices always current
- Read from the client’s membership system every morning.
- Seats left, per club
- A limited number of seats per club, with a counter updated several times a day from the sales the clubs reported.
- Countdown and campaign banner
- Across the site, with each phase’s message. Both took themselves down after the close.
- Honest prices
- No inflated “was” prices next to the offer, in line with the EU rules on showing discounts.
The results
More than 50% up on Black Friday 2025.
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+50%
total Black Friday sales volume vs. 2025
client data
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3.5 yrs
working together, each year better than the last
client data
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50+
formats, from stories to the club video wall
TheBrandoers
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349
pre-launch sign-ups
Leadaro
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2.04M
Meta impressions, whole campaign
Meta Ads
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17,125
visits to the club pages, from Meta
Meta Ads
What we learned
- Reframing beat discounting
- “€1 a day” was easier to say yes to than “€365”. The price did not change; the way you see it did.
- The club-by-club setup mattered most
- With one campaign and one page per club, the budget could follow the real stock, day by day.
- Measure memberships, not clicks
- Part of the sales happened at the front desk, so the result comes from the client’s data. The next step is a direct link from ad to membership.
What TheBrandoers did
- The “€1 a day” idea and the counter’s visual system
- The teasers with the counter animated on the forearm, and the daily clips
- 50+ formats: social, print, screens, newsletters, app
- Media buying on Meta and Google, one campaign per club
- The Black Friday pages on level-up.ro and the seat counter
- The early-access list, with sign-ups going into the club’s CRM and Leadaro
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