OPEX Fitness
Leader in personalized coach education · $16M revenue · 60+ locations
0 → 100 monthly signups in a niche nobody thought paid could reach
A full-funnel Google Ads build for an audience the platform models couldn't find on their own.
A business worth building around.
Built by James FitzGerald: coach, methodology obsessive, and the inaugural CrossFit Games champion (2007). Originally founded as O.P.T. (Optimal Performance Training) in 1999, the business rebranded as OPEX Fitness in 2011 when FitzGerald relocated to Scottsdale. The pitch was a different version of fitness coaching: individualized program design over class-style workouts, with a credential-led path for coaches who wanted to run their own books of business.
In a category dominated by hype cycles and influencer programs, OPEX has done the unfashionable thing for over a decade: built a coherent methodology and trained coaches in it. Their customer is the small-business operator running a coaching practice. The kind of customer who, once won, stays for years. Founder-led from day one, philosophy-first the whole way.
The receipts.
From zero to 100+ CoachRx signups per month inside six months.
Efficient acquisition in a market where industry consensus said paid search couldn't compete.
Google Ads had never produced a CoachRx signup. We built the program from nothing.
Where it started.
The ask.
The CMO brought us in with a specific problem. OPEX had cracked Facebook spend, but Google Ads wouldn't scale. The cost per click in their target categories was punishing, and the program had never produced meaningful CoachRx signup volume.
The diagnosis.
The audit surfaced why. OPEX's customer is a fitness coach building or running their own business. A B2B buyer, not a consumer. But the Google Ads account had been getting pulled into auctions against personal trainer apps, retail fitness products, and consumer-grade workout subscriptions. The platform was confusing OPEX with a category they don't compete in, and the bids reflected it.
The thesis to disprove.
The prevailing read inside the industry was that paid search couldn't reach this audience efficiently. The cohort was too niche, the auctions too crowded. The job we took was to prove that wrong.
What we did.
Quick wins.
We started with the same boring step we start most engagements with. Get the data honest. That meant rebuilding conversion tracking from the ground up, integrating CRM signals into the ad platforms, and segmenting the audience by the job-to-be-done a coach is hiring CoachRx for. The fixes were unglamorous and necessary, and they bought the room to build.
Integration.
From there we built a full-funnel program. YouTube generated awareness at the top, narrating the methodology to coaches who'd never heard of OPEX. Non-branded keywords at the bottom captured the coaches actively shopping for the tooling they needed. The targeting work kept us out of the personal-trainer and consumer-fitness auctions that had been bleeding the program dry.
Compounding.
We worked side-by-side with the CMO and the OPEX analytics team. Six months in, monthly signups went from zero to 100+ at a CAC under $100. The audience the platform models said couldn't be reached had been reached, and the program kept getting more efficient as the data deepened.
In their own words.
“Working with PCG over the past six months has allowed CoachRx to establish a sound paid search foundation. Ryan and team demonstrated expertise in campaign setup, seamlessly integrating our CRM and Google Analytics systems for improved tracking capabilities.”
For organizations seeking technical competence in paid search campaign execution, their team delivers consistent tactical expertise.
- Full-funnel strategy
- YouTube Ads
- Niche targeting
- CRM integration
- Conversion tracking
- Audience segmentation
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