From 4,200 to 31,000 followers and 78 trial bookings a month

The challenge

A premium fitness studio chain in Bangalore had an Instagram account with 4,200 followers and very little coming out of it. The feed was photos of equipment, the studio interiors and motivational quotes. It brought in about 12 direct-message enquiries a month and 6 trial bookings.

People pay premium studio prices because they trust the trainer and believe the programme will work for them. The feed showed neither. Someone comparing studios on their phone could not see who taught the classes or what had happened to the people who took them.

The approach

Webzenia rebuilt the account around the two things people want to see before they join: the members and the trainers. The team produced 8 short videos a month. Member stories followed real progress over several weeks, told in the member's own words and posted with their consent. Trainer Reels showed one cue or one correction in under 30 seconds, the kind of tip people save and send to a friend.

The micro-influencer framework brought in local fitness and lifestyle creators with smaller, engaged followings. Each creator took a class at the studio and posted about it with a booking link that could be traced back to them.

Every Reel ended with the same ask: message the studio to book a trial. The number the team reviewed each week was inbox enquiries.

The results

Trial bookings from Instagram went from 6 to 78 a month over 6 months. Instagram is now a steady source of trial classes for the studio.

DM enquiries rose from 12 to 94 a month. Each one is a person who has already watched a trainer teach and wants to know when they can start.

Followers grew from 4,200 to 31,000. That gives every new Reel a much larger local audience to start from.

The stack behind it

• InInstagramSocial
• MBMeta Business SuiteSocial