We love the way they use the email newsletter to promote upcoming events, interview special guest fighters, and provide results from recent matches.
They even provide a "fitness tip" and "move of the month" which are great ideas to keep recipients looking forward to each new issue.
They get great response, plus traffic to their website (also designed by ICE) spikes and sets new records each month. It’s really viral, too—recipients are always forwarding the emails on to their friends, generating 20-30 new signups per campaign. Another nice touch is the coupon for a free week at the gym. That’s one of the ICE Design guys in the picture, locking the other dude with that crazy upside-down leg move there.