50%
Reduced Agency Fees
50%
Reduced Ad Spend
15%
Increase in Sales
50%
Increase in website traffic
Building a Social Recovery Brand Through Integrated Digital Strategy
INDUSTRY
Recovery / Fitness / Hospitality / Lifestyle
SERVICES USED
Website design & development • Social Media Marketing • Content creation & editing
The Challenge
BREATHE entered a rapidly growing recovery market where many brands were communicating the same messaging around saunas, cold plunges and fitness recovery.
The challenge was creating a brand that felt:
- community-driven
- lifestyle-focused
- emotionally connected
- socially engaging
- experience-led
while still supporting membership growth and long-term retention.
The strategy needed to move beyond simply showcasing:
- recovery facilities
- fitness-focused messaging
- treatment-style recovery content
and instead reposition BREATHE around: social recovery.
A major challenge was helping the audience understand that BREATHE was not just somewhere to recover — it was a place people could spend time, move, connect and genuinely enjoy being part of.
This became a defining gap in the market and a major part of the new brand positioning rollout.
The Strategy
Sun Media partnered with BREATHE to create a connected digital ecosystem designed to support the rollout of the new brand positioning while strengthening engagement, visibility and membership growth.
The strategy focused on:
- founder-led storytelling
- social media strategy
- Google Ads campaigns
- Meta campaign management
- content production
- customer education
- event promotion
- email marketing automation
- integrated campaign rollouts
- community activations
Rather than marketing BREATHE purely around recovery services, the strategy repositioned the brand around:
- belonging
- movement
- lifestyle
- social connection
- routine
- shared experiences
One of the strongest positioning directions developed through the strategy became: “We thought we were building a recovery space… but accidentally built a social club.”
This shifted the perception of the brand entirely and became central to the rollout of the new positioning across campaigns, content and communication.
The Execution
Sun Media implemented an integrated digital strategy designed to support both brand positioning and measurable membership growth.
This included:
- purpose-shot content production
- founder-led campaign storytelling
- social media management
- Google Ads strategy
- Meta Ads campaign management
- membership campaigns
- lifestyle-focused videography
- email marketing automation
- launch campaigns
- customer communication strategy
- event registrations and promo code automation
- community activations
- giveaway campaigns
- drone videography and photography
A major component of the strategy involved supporting: community days, events and activations
Designed to strengthen engagement, increase social connection and reinforce BREATHE’s new market positioning.
Sun Media worked closely alongside the BREATHE team to launch integrated giveaway campaigns combining:
- content production
- Meta campaigns
- promotional automation
- social engagement
- email communication
This supported both organic audience growth and paid campaign performance while strengthening overall visibility and engagement.
Drone footage and cinematic content production became a major part of the visual rollout strategy, helping: put BREATHE on the map
Through elevated storytelling showcasing magnesium pools, cold plunge, infrared sauna, reformer Pilates, café interaction, member experiences, social environments.
The communication strategy was intentionally designed to make audiences feel: “I want to be part of that.” rather than simply “I should join a recovery centre.”
How We Build Momentum
Website Design & Development
Content Creation
Meta Ads Social Media Marketing
Google Ads
Email Marketing
The Results
Reduced Agency Fees, Increased Sales & Stronger Brand Awareness
Additional Outcomes
- Reduced overall agency fees by approximately 50%
- Increased membership sales and enquiries
- Increased website traffic
- Stronger social engagement and brand awareness
- Successful community activations and event engagement
- Automated promotional codes and registration systems
- Improved customer communication pathways
- Elevated visual identity through cinematic content and drone production
- Stronger emotional connection with the target audience
- Increased perception of BREATHE as a social recovery destination
The strategy helped reposition BREATHE from a recovery facility to a social recovery destination built around lifestyle, movement and connection.
Sun Media continues to support BREATHE through integrated digital strategy, content production and ongoing marketing designed to evolve alongside the brand’s growth and community.
The partnership focuses on building a connected digital ecosystem where storytelling, campaigns, activations and customer experience work together to strengthen long-term membership growth and audience connection.
The strategy was never simply about promoting recovery services. It was about building a place people genuinely wanted to belong to.
Other Case Studies
746%
Increase in ROI
29%
Increase in Membership Page Views
234
Average Monthly Leads
Industry
Fitness / Health & Lifestyle
Services
Website design & development • Social Media Marketing
Empire Fitness Centre
Fitness
116%
Increased Sales
292%
ROI
18%
Increase Engagement
Industry
eCommerce / Electric Bikes / Lifestyle Retail
Services
Website design & development • Social Media Marketing • Content creation & editing
BlitzinBikes
E-commerce
We worked with various clients across numerous industries.
Ready When You Are
For more than 16 years, Australian businesses have trusted Sun Media to deliver strategy, content, technology and communication that support measurable business growth.
Industries
Service
Newsletter
© All Rights Reserved 2026 Sun Media