Third Space is a luxury fitness and wellness brand based in London, offering state-of-the-art gyms, boutique fitness classes, and spa-style recovery facilities. Each location is designed to fit the needs and comforts of a private members’ health club, combining premium training, holistic wellness, and expert coaching to deliver an elevated health experience.
With TikTok becoming a key platform for younger audiences interested in lifestyle, fitness, and wellness, Third Space identified an opportunity to establish a strong early presence.
The goal was to position Third Space as a relevant and aspirational fitness destination for younger audiences while showcasing its unique blend of luxury training facilities, spa recovery, and boutique classes.
Our objective was to quickly grow Third Space’s viewership, followers, and engagement on TikTok, with a specific target of reaching 10,000 followers. Based on spend, cost-per-follower benchmarks, and a mix of paid and organic content, the goal was forecasted to take five months.
Achieving this milestone early would provide Third Space with an established foothold on a fast-moving platform and set the stage for long-term engagement with younger audiences.
Entering the TikTok fitness space posed two major challenges.
First, the platform is crowded with numerous fitness brands, making it difficult to break through and capture attention.
Second, the brand needed to balance premium positioning with relatability to appeal to younger audiences while driving engagement and accelerating follower growth.
Third Space required a strategy that would establish credibility quickly, generate consistent visibility, and ensure early success in a highly competitive environment.
To achieve our objectives, we implemented a holistic TikTok strategy that combined compelling creative content with data-driven media tactics. Our goal was to ensure every piece of content reflected Third Space’s premium positioning while also resonating with younger audiences. By blending storytelling, influencer collaborations, and platform-specific optimization, we created a campaign that could drive rapid follower growth, maximize engagement, and establish a strong early presence on TikTok.
Creative Strategy
We adopted a content strategy that balanced aspiration and authenticity. Clean, high-end videos highlighted Third Space’s unique facilities, using narratives such as “The perfect way to end the day” and “New space. Same grind” to capture both relaxation and hard work.
To make content more relatable, we boosted collaborative posts with trusted creators, averaging a CTR of 0.95% (vs. UGC average of 0.81%), creating a UGC-style feel while maintaining the brand’s premium positioning. Over time, the creative approach expanded to showcase classes, the London environment, and branded collaborations, positioning Third Space as the go-to fitness and wellness hub in the city.
Media Strategy
We combined daily organic content with strategic paid boosting to accelerate growth. Dedicated budgets supported every organic video at launch for the first month to ensure visibility, establish benchmarks, and inform further optimization.
Insights from early campaigns allowed us to consolidate efforts into a single campaign setup for follower activity, using TikTok’s best practices: a broad campaign, set the budget at the campaign level. This enabled TikTok’s algorithm to optimize spend toward the strongest-performing posts whilst still maintaining an efficient CPF. However, to support each post’s visibility and reach, we continued to boost each post individually with a set budget, sustaining consistent channel engagement, and ensuring Third Space remained visible and relevant.
On top of our BAU boosting strategy, we boosted creator collaborations with the video view objective to reach the followers and similar audiences of each creator.
Alongside our boosting efforts, we have run multiple tests to ascertain more strategic optimisations for audiences, such as our lookalike audience test, which we ran in conjunction with our BAU campaigns to understand the impact of retargeting previous engagers of our content.
This was an A/B split test between 15s video viewers in the last 90 days vs. a broad audience using identical creative sets, which concluded that the broad was more efficient, with a 7% higher CPF for the lookalike audience. We have continued with our broad targeting in our BAU campaigns, as this has maintained our high performance.
Our approach delivered rapid and measurable results, exceeding expectations across key metrics:
53% Lower cost per follower compared to the UK benchmarks
10000 Followers reached in 54 days, faster than forecasted
90% Lower cost per view than the UK benchmark, ensuring consistent visibility across all content
89% Higher video completion rate than the UK benchmark, demonstrating highly engaging content
These results secured an early TikTok presence for Third Space and also established a foundation for long-term growth and sustained engagement with younger audiences in London.
In a competitive fitness and wellness market, our strategy helped Third Space break through the noise with high-quality, engaging content, strategic media optimization, and creator collaborations. By achieving early milestones ahead of forecast, the brand strengthened its position on TikTok and built the groundwork for a sustainable social presence that drives awareness, engagement, and long-term loyalty.
“As Third Space is already a well-known, luxury gym within London, our goal was to help expand their traditional media reach from Meta, LinkedIn, and Search, to younger audiences on TikTok. Our objective was to grow Third Space’s visibility and followers, evolving the page into an established place for all Third Space luxury gym content. With the organic team’s consistent, high-quality creative and a clear, upscale, yet inviting, messaging, it wasn’t difficult to maintain the clean and sophisticated brand image of Third Space, positioning it to be at the forefront of other competitor luxury gym pages. We have seen that with the push of Paid Media, we can achieve consistent views on each post and drive followers to create a community that extends outside of Third Space.”
“We launched Third Space on TikTok in April 2025 with the goal of growing brand awareness and community engagement amongst a younger demographic to fuel future member acquisition and ensure Third Space stays relevant and desirable for years to come. We had a content strategy in place to ensure platform relevancy whilst maintaining our luxury brand standards, but M+C Saatchi Performance’s paid media insight and support were instrumental in ensuring that our content reached the right audience. As a result, our presence on the platform grew faster than expected. I look forward to continuing work with MCSP on the growth of the Third Space brand into 2026.”
