Case Study — Mental Engine Athletics
FitGrowth Marketing
Case Study 001
Client Success Story

From Zero
to 156 Leads
in 60 Days

How we launched Mental Engine Athletics from scratch — generating qualified leads at $7.47 average CPL with zero prior paid ad history.

156+
Qualified Leads Delivered
$7.47
Average Cost Per Lead
0→78
Leads Per Month (Before → After)
The Situation

Starting From
Scratch

Kelli Fitzpatrick founded Mental Engine Athletics — a sports psychology platform helping CrossFit athletes enhance performance through mental skills training. She launched at the same time we began working together, meaning there was no existing audience, no lead history, and no paid ad infrastructure.

Her only marketing was organic infographics on Instagram and Facebook — no reliable lead source, no email list, no system. She had a powerful product in a category that's genuinely difficult to sell: the mental side of sport, where results are invisible compared to a before/after physique transformation.

Her goal going in? 15 interested people in the first month. She wasn't thinking in hundreds — she just wanted proof the market existed.

In Her Words: "It's very scary going from the mental side of the sport because it's really easy to sell the health and fitness side where people know when you work out you're gonna see the results. Being something new-ish to the fitness industry was a little bit scary — I don't have any reinforcement of people need this."

Core Problem No paid ad experience, no time to learn, and a product with no established demand signals — launching cold into a skeptical market.

Before Working Together
Zero paid advertising infrastructure
No email list, no contacts
Organic-only: occasional infographic posts
No reliable or predictable lead source
No system to qualify or follow up with leads
0 leads per month
→
After 60 Days
Full Facebook ad funnel built and optimized
156 active email subscribers
Quiz-qualified leads with automated follow-up
Consistent, scalable lead generation engine
7-day free trial funnel with email sequence
78 qualified leads per month run rate
Our Approach

The 3-Step
System

01
🎯
Broad Launch & Rapid Testing
Launched Facebook campaigns with intentionally broad targeting to gather data fast. Within 2 weeks we identified the winning ad creatives and audiences and eliminated everything else. No guesswork — pure data.
02
🧠
Quiz Funnel Qualification
Drove traffic to a landing page with a custom quiz. Leads self-qualified by answering relevant questions about their athletic mindset. Only genuinely interested athletes completed it — their name and email unlocked their personalized results.
03
📧
Automated Nurture to Trial
Upon quiz completion, leads entered a structured email sequence prompting them toward a 7-day free trial. The thank you page also converted traffic directly. Every lead was logged in a spreadsheet for the client to access in real time.
Performance Data

CPL Dropped
57% in 6 Weeks

Cost Per Lead — Week by Week (8 Weeks)
$8.63
W1
$8.59
W2
$9.18
W3
$7.47
W4
$5.98
W5
$4.55
W6
$3.81
W7
$12.07
W8 ★
★ Week 7–8: Strategy pivot to higher-quality targeting — intentionally trading lower volume for higher-intent leads. CPL increase reflects a deliberate quality-over-quantity decision, not campaign degradation.
$7.54
Mean CPL (8-week campaign)
$3.81
Lowest CPL Achieved (Week 7)
The Numbers

Results That
Speak

156+
Qualified leads delivered in 60 days
↑ From 0 baseline
$373
Total ad spend across full campaign
~$15/day average budget
82
Active email subscribers built from zero
↑ 85 total contacts
78+
Leads per month — ongoing run rate
↑ From 0/month prior
156
Qualified Leads
×
3%
Trial Conversion Rate
×
$69.99/mo
Revenue Per Customer
Estimated Monthly Recurring Revenue from Campaign
$327/mo MRR
Client Voice

"My goal was to have like 15 people interested in the first month. Going through it we've gotten about 60 leads through — I believe two months, maybe like a month and a half right now — which is really satisfying and just makes me a little bit more relaxed that people are interested in this. The results I've seen with Alex helps me move further because he's doing his job, the ads are working, people are interested — and that's one of the biggest roadblocks to starting a business: making sure you have a product people want."

KF
Kelli Fitzpatrick
Founder — Mental Engine Athletics

NOTE: Kelli referenced "a month and a half" in her testimonial. At time of recording, the campaign had been running for approximately 30 days — results were achieved faster than she realized.

Ready to Be Our
Next Case Study?

We build acquisition systems for fitness businesses that generate qualified leads on autopilot — without you touching a single ad.

Work With Us