Case study
Studio Form: brand, website and launch strategy for a new movement studio
Move. Breathe. Form.
This case study is fictional and created for demonstration purposes. Figures in the results section are projected outcomes based on comparable campaigns.
- Client
- Studio Form
- Industry
- Health and Wellness
- Location
- Epsom, Surrey
- Services
- New business brand and website launch
The brief
Studio Form was launching its first studio in Epsom and needed everything from scratch before the doors opened. Brand identity, website, class booking integration and a digital presence ready to attract members from day one. The brief was bold and energetic: nothing like the generic pastel wellness brands that dominate the market. Stand out. Launch properly. Fill the classes.
The work
What we built
Brand identity
A bold, gradient-led brand built around movement and energy. Logo, colour palette, typography and brand guidelines that work across digital, print and signage. Nothing soft. Nothing generic.
Bespoke website
Fast, mobile-first, built around the booking journey. Class descriptions, timetable integration, instructor profiles and a first-class-free offer optimised to convert first-time visitors into paying members.
Social media setup
Instagram profile, bio, highlight covers and twelve content templates. A consistent posting framework ready for launch day.
Launch campaign
A coordinated launch campaign across organic social, email and paid Meta ads. Designed to build a waitlist before opening and fill the first two weeks of classes on day one.
The strategy
Three channels to open with momentum.
01 / Local SEO
Be found when someone searches for Pilates in Epsom.
Local search is how most new studio members find their first class. "Pilates Epsom", "reformer Pilates Surrey", "Pilates classes near me", high intent, local searches from people who are ready to book.
- Google Business Profile fully optimised with class types, photos, booking link and a review generation strategy from week one.
- Dedicated service pages for each class type targeting specific search phrases.
- Location pages for Epsom, Sutton, Cheam and surrounding areas.
- Schema markup for local business, services and events.
- Page speed under two seconds, mobile-first, the technical foundation that most new studios skip.
02 / Email
Build a list before you open. Keep members coming back.
Pre-launch: a landing page with a first-class-free offer and an email capture form, live four weeks before opening. Every sign-up went into a welcome sequence: three emails building anticipation, sharing the story and confirming their free class booking.
Post-launch member emails:
- Monthly newsletter: new classes, instructor spotlights, member stories.
- Re-engagement sequence for members who have not booked in three weeks.
- Birthday email with a free class credit.
- Referral programme: bring a friend, both get a free class.
03 / Paid social
Meta ads that fill classes, not just generate likes.
For a new studio, Meta ads are the fastest way to reach the right local audience. We targeted women aged twenty-five to forty-five within eight miles of Epsom town centre, the core Studio Form demographic.
Campaign structure:
- Awareness phase (weeks one to two pre-launch): video ad showing the studio and classes, objective brand awareness.
- Conversion phase (week three pre-launch onwards): first-class-free offer, objective lead generation.
- Retargeting: anyone who visited the site but did not book gets a second touchpoint with a testimonial-led ad.
Budget: £300 to £500 per month. For a studio with six classes per day and eight spots per class, filling even sixty percent capacity covers the ad spend many times over.
Results
180 sign-ups before opening day
Pre-launch waitlist
94 percent capacity
Classes filled in week one
£3.20 average
Cost per lead (Meta ads)
Figures are projected outcomes based on comparable Makeproper campaigns. Studio Form is a fictional client created for portfolio purposes.
What a proper studio launch looks like
A new studio lives or dies on its first month. If you open with empty classes and no digital presence, the momentum never builds.
We made sure Studio Form launched with a waitlist, a full first week and a brand that looked like it had been running for years. The website converted. The ads filled the classes. The email list kept people coming back.
If you are launching a studio or a fitness business and you want to do it properly, this is what it looks like.
Talk to us about your launchWebsite mockup
The live mock shows the fictional Studio Form site: orange-led hero, class cards and timetable built for quick booking.
This mockup is best viewed on desktop.
Open full site →Key deliverables
- Logo design
- Brand identity
- Launch website
- Social media templates
Next project
Next project →PEAK