Making a Wellness Club become THE location in Dubai with influencers
How THE LOB Built a Loyal Community Around Both Padel and Wellness in Dubai
Padel and wellness don't naturally belong together. One is competitive, loud, social. The other is slow, intentional, recovery-focused.
THE LOB made both work under one roof, beautiful courts, reformer pilates, and a wellness programme that serious athletes and lifestyle-driven members both wanted to be part of.
That combination is rare in Dubai. But rare doesn't market itself.
View more of our work in our Influencer Marketing Portfolio.
The Challenge
The dual identity that made THE LOB interesting was also what made it harder to market. A padel creator's audience isn't automatically interested in reformer pilates.
A wellness creator's followers don't always play padel. Sending one type of creator to cover everything would have watered down both messages.
The campaign had to speak to two distinct audiences simultaneously without losing either of them.
What We Did
26 micro-influencers across padel, fitness, wellness, and lifestyle, each briefed to cover the part of THE LOB that matched their audience.
Padel creators posted match highlights and court energy. Wellness creators covered reformer sessions and recovery moments. Together they gave a complete picture of what THE LOB actually is.
We ran weekly on-site creator sessions rather than one-off visits. Real sessions, real energy. Staged promotional posts don't work for wellness audiences. Authentic in-session footage does.
100+ UGC pieces produced across both content streams.
The Results
+275% increase in Instagram reach
6,900+ profile visits from creator content
1,900+ booking-page clicks
Consistent growth in court bookings and class sign-ups
One of Dubai's most posted padel and wellness destinations on Instagram
Why It Worked
By month three, two separate audiences were discovering THE LOB every week through two separate creator streams. The padel crowd found the wellness programme. The wellness crowd found the community. That crossover was built into the creator structure from day one, not stumbled into.
Weekly activations kept the content from going cold. Most venues spike once and go quiet. THE LOB stayed consistently visible, which is why bookings held rather than dropped off after month one.
We didn’t change their identity - we just made sure everyone finally saw how good it is.
Two audiences. One venue. One system that served both.
If your venue has more than one product and more than one type of customer, that's not a complication. It's an opportunity.
Most agencies don't know how to use it.