StudioRepublik
A portrait series that turned coach diversity into an acquisition strategy — connection before credentials. FitRepublik & StudioRepublik.
Drive new member acquisition by showcasing the full diversity of personal trainer profiles across both facilities.
The goal was to break the PT stereotype — showing that regardless of background, goal or personality, every prospect could find their perfect match — and convert that connection into trial sessions.
People don't choose a personal trainer for their credentials — they choose someone they trust, someone they can see themselves with.
By leading with who the coaches are rather than what they can do, we created connection before the first session ever happened.
Each film was a portrait, not a pitch — and that human specificity was the acquisition hook.
Top funnel. Each coach's individual portrait film ran across Meta and YouTube to warm audiences and lookalikes — deliberately elevated in production to stand apart from the category. The diversity of profiles was the creative strategy: the more coaches shown, the more likely any prospect was to find someone they connected with.
Mid funnel. Shorter edits and stills retargeted engaged audiences, reinforcing individual coach personalities and narrowing the consideration set. Content shifted from discovery to preference — giving prospects a reason to choose a specific coach rather than the brand generically.
Bottom funnel. Retargeting drove warm audiences to book a free trial session — a low-commitment conversion moment designed to get prospects through the door and into a coach relationship.
Organic content ran in parallel across both brands, amplifying community engagement without additional spend.
"Connection before credentials.