discovery call

Form & Field

Members rated it 4.9. Strangers never saw it.

location
Singapore
service
Content
result
3.4× bookings, no ad spend

Form & Field runs two studios, in Katong and Bukit Timah, combining reformer Pilates, strength and yoga. Members love it: both studios are rated 4.9 on Google, and the reviews name the coaches for their patience and clear cues. New people weren’t finding it:

  • The plan: the next ten weeks of posts were all static graphics, and almost half were schedules, prices, policies and “download our app” reminders. Useful for members, invisible to everyone else.
  • Reels: the best of them, a coach laughing through a core challenge with a trainee, had nothing to follow it up.
  • The first step: to ask a question, a newcomer had to download an app and create an account.
  • Competition: new Pilates studios were opening within walking distance of both locations.

The owners didn’t want to run ads yet. They wanted their profile to be worth finding first.

“I’ll get fit first, then I’ll join.”

Most people who aren’t doing Pilates aren’t short on motivation. They’re intimidated, unsure where to start, and worried they’ll look lost. So we stopped selling the equipment and started selling confidence and belonging.

One word

A 41-year-old in Katong watched “You don’t need to be in shape to join. That’s what we’re here for” three times over a week. She’d never followed the studio. Then she sent one word: START. A coach replied within the hour with the Foundation class, the intro offer and a reminder to bring grip socks. She booked for Saturday, and in month three she brought her sister.

The system, month by month

Outreach“If this is your first ever class, watch this”, “The studio for people who hate gym culture”, reformer myths versus reality.Stops strangers scrolling.
ConnectionCoaches on camera, members’ first days (filmed with permission), “things our members were scared of before joining”.Builds trust before anyone visits.
Guidance“Start here”: one class to book, one intro offer, what to bring. Then “DM START and we’ll walk you through it.”Removes the last fear.
The loopNew members filmed on day one, reshared tags, the bring-a-friend referral pushed every month, a review request after the third class.Every new member becomes next month’s outreach.

Their time: one planning call a month, approvals, and a shoot day at each studio. We plan, script, film, edit and publish everything else.

The team it replaced

Content strategistAtlas: monthly plan across all three stages
ScriptwriterAtlas: openings, scripts and shot lists with Meridian
Videographer and editorAtlas: monthly shoot day at each studio, plus editing coach clips
Social media executiveAtlas: publishing on Instagram and TikTok, Stories, captions
9% → 63%
of views from non-followers
0 → 112
“START” messages a month
38% → 61%
of trials becoming members

Six months later

  • Views from non-followers went from 9% to 63%.
  • 112 “START” messages a month, each one tagged with the video that brought it in.
  • First-class bookings up 3.4×, with no ad spend.
  • Trials becoming members went from 38% to 61%. People arrived already knowing their coach.
  • Referrals made up 22% of new sign-ups by month six.
“We didn’t need more ads. We needed strangers to see what our members already see. Now they walk in feeling like they’ve been here before.”
Discovery call WhatsApp