Forza Pilates – Influencer Relations
Forza Pilates is a female-owned boutique reformer studio in Nashville’s Wedgewood-Houston neighborhood that opened in December 2023. Forza offers a challenging yet attainable workout in a luxe, serene environment that encourages a neighborhood-oriented wellness lifestyle. Instructors are trained in the “Forza Method” of athletic, creative teaching. Forza is the first studio founded by WeHo resident and fitness coach Sydney Dumler. To reach the brand’s ideal clients, REED utilized influencer relations to create a buzz in Nashville, showcase the luxury fitness studio and inspire followers to sign up for a membership.
Insight
Partnering with influencers who represent a brand’s ideal client base is a surefire way to attract new leads within the same niche.
Strategy
Position the client as a luxury service by offering influencers complimentary sessions and discount codes to share with followers.
Activation
By leveraging existing relationships and creating new ones, REED targeted macro and micro-influencers who would visit Forza Pilates and share their experience on social media.
To secure in-kind partnerships, REED sent tailored invitations to influencers, offering various class packages and deliverables based on their social following and influence in the community. For macro-influencers and celebrities, we offered a private session with Sydney to create an exclusive and personalized opportunity. For more niche influencers, we provided a few complimentary classes and a discount code for them to share with their followers. These tactics encourage engagement with the influencers’ posts and benefit their followers. Each influencer was sent an agreement with details, deliverables and suggested talking points to guide the partnership.
REED also helped facilitate ongoing partnerships for individuals with a large following who were interested in attending class regularly. In exchange for a discounted or complimentary membership, influencers were asked to post monthly content to encourage more frequent social coverage and increase brand trust among followers.
Results
REED exceeded the client’s goals and secured 19 influencer partnerships from December 2023 to March 2024. The influencer partnerships resulted in more than 5.8 million social media impressions from over 27 posts on Instagram and TikTok.