Local Spotlight: How Equinim Grew a Community & Partnered With Sweaty Betty
Overview
Equinim is a boutique wellness studio built around movement, mindfulness and community. With a growing reputation for high-quality classes and an inclusive, empowering brand identity, Equinim sought to transition from reliance on third-party platforms toward a loyal, organic member base. The goal was to create a deeper sense of belonging, strengthen retention, and position the studio as a leading wellness hub through community-driven growth.
Challenge
Before our involvement, Equinim faced several key challenges:
Heavy dependence on ClassPass, which limited profitability and diluted brand loyalty.
A lack of structured community channels to connect with members outside the studio.
Minimal storytelling and brand narrative online, resulting in lower engagement and unclear identity.
Limited PR presence and few partnerships within the broader wellness ecosystem.
Our Strategy
Equinim needed a strategy that would increase organic memberships, build emotional connection, expand visibility, and create a loyal membership culture that lived both inside and beyond the studio walls.
Building a WhatsApp Community
We created a dedicated WhatsApp group to give members a sense of belonging and direct access to the studio. It quickly became the brand’s heartbeat — a space for updates, conversations, exclusive access and daily motivation.
Sweaty Betty Collaboration
We assisted with an in-store Sweaty Betty community event, strengthening Equinim’s local authority and aligning the brand with a high-value audience.
