WorkFitness, Pilates
Forma by ACE: 253 founding members in five months.
ACE opened a new reformer and mat Pilates studio inside the gym in King City, starting with no Pilates members. Five months later: 850 leads, 253 founding members and $83,367 in studio sales, a 20.2x return on ad spend.
Client result
253
founding members in five months.
253
Founding members in five months
$16
Cost per founding member
$4.86
Cost per lead on $4,127 total spend
20.2x
Return on ad spend
At a glance
| Metric | Result |
|---|---|
| Campaign period | Nov 2025 to Mar 2026 (5 months) |
| Ad spend | $4,127 |
| Leads | 850 |
| Cost per lead | $4.86 |
| New members | 253 founding members |
| Cost per member | $16 |
| Sales | $83,367 in sales |
| Return on ad spend | 20.2x |
The challenge
A new studio. Zero Pilates members.
ACE opened a new reformer and mat Pilates studio inside the gym. The space was ready. The Pilates member list was empty.
A gym crowd and a Pilates crowd aren’t always the same people. Forma needed its own members, and it needed them from launch.
What we built
A launch built on founding members.
Founding offer and launch campaign
A founding member offer with launch pricing, and a campaign built around it, so people had a reason to join at the start.
Lead generation (Meta)
Meta lead campaigns putting the founding offer in front of the local market: 850 leads in five months.
VIP grand opening campaign
An event campaign for a VIP grand opening. 202 people signed up before the doors opened.
Video content
Video content to introduce the new studio and its classes.
CRM and automated follow up
Every lead captured in a CRM with automated follow up, so interest turned into founding memberships.
The Stellr Growth System. One partner. Every channel. One goal: founding members.
Why it worked
A warm audience from day one.
- Founding pricing gave people a reason to join at launch
- 202 people signed up for the VIP grand opening, which built buzz before the doors opened
- ACE’s existing gym community gave Forma a warm audience from day one
The results
$83,367 in sales. A 20.2x return.
From November 2025 to March 2026, five months:
- $4,127 in ads brought in 850 leads at $4.86 per lead
- 253 founding members at $16 per member
- 202 sign ups for the VIP grand opening
- $83,367 in studio sales, a 20.2x return on ad spend
The math
$4,127 in ads. $83,367 in studio sales. A brand new studio inside a gym, with 253 founding members in its first five months.
The takeaway
Opening a new studio? Launch it full.
A new studio doesn’t have to build slowly. A founding offer, a launch event and fast follow up gave Forma 253 founding members in five months.