Launching a new reformer Pilates studio with 186,000 Instagram views in 90 days
Within the First 90, we'd built the audience, created the content and generated more than 186,000 Instagram views, 5,449 profile visits and 646 link clicks.
The Results
186k
Instagram views
5,449
Profile visits
646
Link clicks
+566
Follower growth
SOLD
Founder Memberships
90 Days
To Build Momentum
Launching a New Business Is Already a Full-Time Job.
Opening a new studio comes with enough to think about.
The premises. The equipment. The memberships. The timetable. The customer experience.
And somewhere amongst all of that, you're supposed to find the time to launch the business on social media too.
That was the position Melissa found herself in while preparing to open Sculpt House London, a new reformer Pilates studio.
She knew social media would play an important part in the launch.
She just didn't have the time, energy or headspace to manage it properly herself.
So she handed it to us.
Over the following 90 days, we created and managed Sculpt House's Instagram content while Melissa focused on getting the studio open.
The result was 186,000 views, 5,449 profile visits and 646 external link clicks.
More importantly, Melissa didn't have to carry the social media launch herself.
“Sometimes the value of outsourcing isn't just what gets posted. It's knowing the job is being done properly while you get on with running the business.”
— Hussell Up
The starting point
Sculpt House London was starting from scratch.
Melissa had a clear vision for the studio and knew how she wanted the brand to feel, but managing an entire social media launch alongside opening the business wasn't realistic.
She wanted someone who understood the health and wellness sector and could take responsibility for the content.
Our previous experience launching reformer Pilates studios including Enclave and Lakes Pilates helped give her confidence that we understood what was needed.
Melissa joined our First 90 programme.
From there, the job was simple.
Turn the vision for Sculpt House into content people would actually see, engage with and act on.
Before vs After
Before
❌ Brand-new studio preparing to launch
❌ Limited time to focus on social media
❌ No capacity to consistently create and manage content
❌ Needed to build awareness around
a new name
❌ Social media competing with
everything else involved in opening
After 90 Days
✅ 186,000 Instagram views
✅ 5,449 profile visits
✅ 646 external link clicks
✅ Consistent Instagram presence
✅ Three months of content created
and managed
✅ Continued working with Hussell Up
after First 90
One Content Shoot. Three Months of Marketing.
As part of First 90, Tess travelled to London to capture the content we needed for the campaign.
The aim wasn't to constantly ask Melissa for photos, videos and ideas.
We wanted to create enough strong material to take responsibility for the account properly.
From that content, we planned, created and managed Sculpt House's Instagram presence throughout the programme.
The content supported the studio through its launch period and gave potential customers somewhere to discover the brand, understand what it offered and take the next step.
646 People Clicked Beyond Instagram.
Views are useful.
But we also want to know what people did next.
Across the 90 days, Sculpt House received 5,449 Instagram profile visits.
646 external link clicks then took people towards the studio's waitlist,
founding membership information and website booking journey.
We're deliberately not calling those 646 clicks memberships or bookings.
They aren't.
But they show that the content wasn't only being watched.
People were interested enough to leave Instagram and find out more.
For a completely new studio establishing itself in the market,
that's exactly the kind of action we want the content to create.
Taking Social Media Off Melissa's Plate.
One of Melissa's biggest reasons for working with us was time.
By the end of First 90, she felt the social media side of the launch had been taken off her shoulders and handled to a standard she wouldn't have had the time to maintain herself.
The account was growing.
People were seeing the studio.
Traffic was moving through to the links.
And Melissa could focus on actually running Sculpt House.
Following the initial 90 days, she continued working with Hussell Up on a monthly retainer
