StudioRepublik
Turning around a failed launch.
SCOPE
GO TO MARKET
BRANDING
GROWTH
YEAR
2019—2022
INTRO
A fitness facility that opened just before COVID and closed after one month has rebuilt itself from nearly nothing to 3,000 members by redesigning its membership model, rebuilding every brand asset, and establishing the community infrastructure the original launch lacked.
APPROACH
Membership Architecture
The previous all-access bundle model has been replaced with specialized vertical programs. This change enables more accessible, intent-driven pricing. Each vertical now has its own dedicated marketing strategy, enabling messaging to directly address the specific motivations of different audiences instead of attempting to appeal to everyone at once.
Brand & Asset Rebuild
All brand assets have been completely reconstructed, including visual identity, photography, and the website. The objective was to clearly communicate the facility's genuine offerings, rather than what the original launch assumed the market wanted.
Junior Acquisition & Community
The successful open-day model that boosted FitRepublik's popularity has been adapted to fit StudioRepublik's program types and local audience profile. A comprehensive events program, featuring 30 activations across both facilities, has been developed to enhance trial participation, increase brand visibility, and foster community engagement.
