Lumen Studios · Fitness · 9 months
A boutique fitness studio group that had the community but none of the reach. We rebuilt the content engine around member stories.
Lumen had eleven studios, a genuinely loyal membership and 12,000 followers who barely engaged. The feed was a wall of class timetables and stock gym photography. Nothing in it sounded like the people who actually trained there, and nothing gave a prospective member a reason to care.
We stopped producing content about the studios and started producing it about the members. A standing weekly shoot captured real sessions, real coaches and real progress, cut into short-form built around the moments people already talked about. Coaches were given a simple kit and a two-page guide so the volume did not depend on us being in the room. Community management moved in-house with our playbook, so replies came from people who knew the members by name.
Followers grew from 12,000 to 190,000 across Instagram and TikTok in nine months, with engagement rising from 1.2% to 8.4% — growth and depth together, which is the harder combination. Class bookings rose 62% year on year, and the group stopped buying local paid media entirely.
“They stopped asking what we wanted to post and started asking what our members actually talk about. The difference showed up in bookings within two months.”
Atelier Nine
Pre-launch demand generation for an independent label, built entirely on organic short-form and creator seeding.
41,200Launch waiting list— sign-ups before the first product went on sale
Tell us what you are trying to move and we will tell you honestly whether we are the right studio for it.
We reply to every enquiry within one business day.
