Project Overview
Pulse Fitness is a boutique strength and conditioning studio in South Yarra. Their training is serious and results-driven, and they needed social content that reflected the intensity and community of their studio — without falling into the generic fitness content trap of before/after shots and motivational quotes.
The Challenge
The fitness social media space is enormously crowded. Standing out requires either a charismatic personal brand (which the studio didn't want to build around one person) or a distinctive aesthetic and content voice that makes the studio feel like a place you want to be part of.
Our Solution
We developed a content strategy built around two pillars: the work and the people. The work pillar covers technique videos, session structure, and training philosophy — content with genuine educational value. The people pillar covers member milestones, coach spotlights, and real training moments. Visually we leaned into contrast and motion: fast edits with heavy sound design, and stills that capture the texture of real effort.
The Outcome
Studio membership increased by 28% in the 6 months following the launch of the new content strategy. Their Reels regularly reach 15K–40K accounts organically. Trial session enquiries through Instagram DMs increased by 180%.
