Building the Marketing Engine for a New Category of Wellness.
A full-stack marketing partnership with Evolve Social Wellness Space - the walk-in recovery facility rewriting the rules of how people experience wellness.
20+
Modalities under one roof
0
Appointments required
4
Google Ads campaigns
5
Email nurture sequence
The Client
A wellness playground. No appointments. Ever.
Evolve Social Wellness Space is a science-backed recovery and wellness facility in Round Rock, Texas. With 20+ modalities under one roof - Norwegian sauna, cold plunge, red light therapy, compression therapy, BrainTap, contrast therapy, spinal decompression, guided meditation, and more - Evolve is built around a single, category-defining promise:
No appointments. Ever.
It's a fully self-directed, walk-in model that lets members and day-pass guests build their own recovery flow, on their own schedule. The space is positioned as a “wellness playground” - science-credible, but socially accessible.
At a Glance
Client
Evolve Social Wellness Space
Location
Round Rock, TX
Industry
Health, Wellness & Recovery
Model
Walk-in, membership-based. 20+ modalities, no appointments.
Engagement
Full-service marketing partner (ongoing)
Stack
Google Ads, Meta Ads, GoHighLevel, GA4, GTM, PushPress, FlareAI
The Challenge
Solving a problem most wellness consumers don't know they have: friction.
Traditional spas require booking. Recovery clinics feel medical. Gyms don't offer sauna and cold plunge in one place. Evolve combines the science of high-end recovery with the spontaneity of a coffee shop - but that's a hard story to tell when most prospects default to mental models built around spas, day clubs, or physical therapy.
Category education
Evolve isn't a spa, isn't a gym, isn't a clinic. We had to teach the market what "social wellness" means while still meeting people where they search today.
Trial conversion
Walk-in is the unlock, but getting someone through the door for the first time required a frictionless promotional offer and clear, science-backed value.
Multi-channel attribution
With PushPress handling membership transactions and ad traffic landing across multiple paid channels, native cross-platform attribution wasn't possible out of the box.
Spontaneity vs. discoverability
A walk-in model thrives on impulse, but impulse requires awareness. We needed to seed the brand widely enough that a Round Rock resident driving past on I-35 would recognize the name.
Our Approach
We approached Evolve as a system, not a series of campaigns.
Three principles shaped every decision we made across paid, organic, automation, and creative.
Value Before Discount
The 50% off first Day Pass is a powerful trigger - but it's not the story. Every campaign leads with experiential and science-backed benefits, with the offer playing a supporting role. We don't sell discounts; we sell better recovery, sharper focus, and a wellness routine without scheduling overhead.
Honest Positioning
Evolve doesn't offer traditional spa services. So when we built search campaigns targeting spa-intent keywords, we didn't pretend otherwise. We positioned Evolve as a superior alternative to a traditional spa - more science, more access, no appointments - rather than implying spa services exist. Honest framing builds trust and protects the brand from review-driven backlash.
Attribution Before Optimization
We resisted the urge to optimize for vanity metrics. Until conversion tracking infrastructure was solid, we reported blended CPL - not channel-level CPL we couldn't defend. We built the measurement system first, then turned the dials.
What We Built
Infrastructure, not campaigns.
Six interconnected systems, each designed to compound over time. Keyword lists were refined against local Round Rock search volume data to eliminate waste.
Paid Search - Google Ads
- Spa-Intent Campaign - competitive category framing positioning Evolve as the modern alternative to traditional spas
- Massage Campaign - capturing massage-chair, percussive, and bodywork search intent
- Sauna Campaign - Norwegian and infrared sauna keywords, leading with cardiovascular and longevity benefits
- Cold Plunge Campaign - recovery, performance, and resilience messaging anchored to peer-reviewed research
- Every stat in every ad is verifiably attributed to the correct modality - no exceptions
Paid Social - Meta Ads
- Traffic campaigns using facility walkthrough video to drive cold audiences to the offer page
- Retargeting campaigns built on video-view custom audiences, re-engaging users who showed early interest
- Modality-specific 15-second video ads for sauna, cold plunge, and red light therapy
- Page-follow campaign to grow organic reach and seed long-term retargeting pools
Conversion Tracking & Attribution
- Audience-named landing page slugs (/athlete-recovery, /workplace-wellness) instead of platform-labeled URLs
- Page-level traffic data immediately identifies the converting audience without UTM lookups
- Custom GA4 conversion events (event_offer / click_offer) wired to offer CTA via GTM
- Full GA4 + GTM stack for funnel-level visibility from impression to PushPress checkout
Marketing Automation - GoHighLevel
- 5-email post-visit nurture sequence converting day-pass purchasers into recurring members
- Enrollment trigger: waiver signed + non-member purchase
- Exit trigger: membership purchased (auto-removes converters from the sequence)
- Every email is benefit-led, modality-aware, and designed to deepen understanding of what the next visit could unlock
SEO Foundation
- Blog infrastructure live at /news/, integrated with FlareAI for content generation
- Framework in place for long-form content covering recovery science and modality deep-dives
- Round Rock community content to build local authority
- Footer navigation updates planned to surface content across the site
Creative Production
- All creative produced against Evolve's brand system: Deep Teal #0A7B8A, Energetic Coral #FF6B4A
- Typography: Bebas Neue (display), Montserrat (body)
- Tone: friendly, science-credible, non-clinical, socially inviting
- Full technical specs (hex codes, typography, layout, aspect ratios) baked into every brief
Principles That Guided the Work
These weren't theoretical. They were operating rules.
Stat accuracy is non-negotiable.
Every claim in every ad traces to peer-reviewed research, attributed to the correct modality.
Slugs are analytics signals.
Audience-named URLs (/athlete-recovery, not /fb-campaign-3) turn page-level traffic into instant audience insight.
Defensible metrics over comprehensive ones.
We'd rather report blended CPL we can stand behind than channel-level numbers we can't.
Implementation-ready, always.
Every deliverable - copy, asset, automation - ships with the specs needed to deploy without interpretation.
The Modality Universe
Every claim is research-verified and modality-specific.
All statistics used across creative and content are sourced from peer-reviewed research and attributed to specific modalities. A cold plunge stat belongs in cold plunge creative. Period.
530%
noradrenaline boost
Cold Water Immersion
66%
lower dementia risk
Traditional Sauna
63%
lower cardiac death risk
Infrared Sauna
50%
faster healing
Red Light Therapy
43%
cortisol reduction
BrainTap / Meditation
40%
DOMS reduction
Contrast Therapy
20-30%
inflammation drop
Compression Therapy
30%
muscle power in 10 min
Vibration Platforms
75%
back pain reduction
Inversion / Spinal
Tools & Tech Stack
The infrastructure behind the system.
Paid Media
Google Ads, Meta Ads Manager
Marketing Automation
GoHighLevel (landing pages, blog, sequences, workflows)
Analytics
Google Analytics 4, Google Tag Manager
Payments
PushPress
SEO
FlareAI
Creative
Nano Banana, Holo AI, UXPilot
On the Horizon
The partnership continues to evolve as the data deepens.
Smart Bidding migration
Transitioning Google Ads to Target CPA / Maximize Conversions once conversion volume supports it.
FlareAI content engine expansion
Scaling the blog with SEO-targeted content and adding footer navigation to surface it.
Outdoor visibility strategy
Closing the awareness gap a walk-in model requires; passive drive-by tactics for a high-traffic I-35 location.
Dell employee campaign
A dedicated proximity-based campaign targeting Dell campus employees with HSA/FSA messaging via dellevolve.com.
The Takeaway
Evolve isn't competing in an existing category - it's building a new one.
Our job at Green Pants Studio is to give that category a marketing engine that's as honest, science-backed, and accessible as the experience it sells.
We don't run ads. We build systems that compound.
Ready to build a marketing engine that compounds?
Green Pants Studio builds integrated marketing infrastructure for brands doing something genuinely new.
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