StudioRepublik — turnaround & relaunch
StudioRepublik
A fitness facility that opened just before Covid and closed after one month. Built from near-zero back to 3,000 members — by redesigning the membership model, rebuilding every brand asset, and creating the community infrastructure the original launch never had. Dubai, UAE.
StudioRepublik — turnaround & relaunch
StudioRepublik launched just before Covid and closed after one month — 200 adult members and 20 junior against targets of 3,500 and 300. The positioning was wrong: an all-inclusive lifestyle membership at a premium price point in a market that wasn't ready for it. Brand assets were poor, the website was unusable, and the junior strategy was built on a member database that didn't match the facility's catchment area or programme typology.
"The first move was diagnosis, not execution.
The all-access bundle model was replaced with vertical programmes — making pricing accessible and intent-driven. Each vertical received its own dedicated marketing strategy, allowing messaging to speak directly to specific audience motivations rather than trying to sell everything to everyone.
Every brand asset was rebuilt from scratch: visual identity, photography, website. The goal was to finally communicate what the facility genuinely offered — not what the original launch assumed the market wanted.
The open-day model that had driven FitRepublik's success was adapted to StudioRepublik's programme typology and local audience profile. A full events programme of 30 activations was built across both facilities to drive trial, brand visibility and community engagement.
"Start with the problem, not the campaign.
