Scaling through high-converting funnels and precision-targeted media.
Last Cycle Challenge is a health and lifestyle community brand in South Africa, built for those looking to push their physical and mental limits through a change in lifestyle that accommodates for a healthier life. They have created a dedicated following in South Africa. As the brand transitioned from a local movement to a national phenomenon, they required a digital infrastructure that could move beyond organic hype and into a predictable, scalable model for filling event rosters and selling registrations across multiple cities.
For event-based businesses, timing is everything. Last Cycle Challenge faced a significant bottleneck: their registration process was "leaky."Of concern, the conversion rate from "interested viewer" to "paid participant" was lower than industry standards. Potential challengers were dropping off during a friction-heavy checkout process that wasn't optimised for the high-speed, mobile-first nature of their audience. This led to high customer acquisition costs (CPA) and a reliance on last-minute manual sales rather than a streamlined, automated booking engine that could build early momentum. On running traffic (for the first time) to their current funnel which sought to pitch cold traffic on their offer and tie them down on the program, we find ourselves with an unprofitable CPA which required a new approach altogether to cold traffic.
We deployed the Quantum Growth Model with a primary focus on "Urgency Engineering" and frictionless conversion. We completely rebuilt their registration funnel, stripping away every unnecessary step to ensure participants could secure their spot in under 60 seconds. We implemented specific CRO tactics, including tiered pricing countdowns and social proof triggers, to drive immediate action. Once the funnel was airtight, we launched an aggressive Paid Media strategy across Meta and Google. We utilised high-energy video creative to build massive desire and implemented a "retargeting loop" that followed users who viewed the registration page but didn't finish, ensuring no lead was left behind in the lead-up to event day. On discovering that a direct approach to selling the program was unprofitable, we then shifted the model to a webinar-pitch model whereby we re-directed registrant to a webinar sign up page as opposed to a direct offer. We then optimised this process to a point where we managed to bring a 20%+ conversion rate on the webinar which had us breakeven on enrolments and the business is currently driving profits through a backend upsell.
