ABOUT THE PROJECT

San studio is a holistic workout experience with a sculptural, spatial, and soulful heartbeat—and I felt that from my first conversation with founder, Alex Hesse. Before they officially opened in March 2024, we partnered to shape the voice of the brand: the tagline “Sculpt. Strengthen. Elevate.”, a clear vision and mission, Alex’s founder story, and the san methodology—a blend of Pilates-inspired, resistance-based, low-impact movements on XFormer® machines with conscious practices that build strength and empowerment from within. We wanted the studio to read as both sanctuary and substance: a place to move, to breathe, and to discover your own power, with an elevated boutique offering high-end activewear, loungewear, accessories, and wellness goods to match the experience.

On the website, clarity and invitation led the way. I focused the copy on demystifying XFormers for first-timers, mapping each class style with “what to expect” guidance, articulating the pillars of the methodology and why it works, and highlighting the team’s expertise and the studio’s differentiators—think fashion-forward retail and thoughtful pop-up wellness events. I also wove in strategic, locally relevant SEO keywords and phrases so people searching for this kind of low-impact, resistance-based workout in their area could discover san studio. The result? A sold-out founder’s membership before doors opened, waitlisted classes from day one, and within a year, plans for a second location. It’s the kind of growth that happens when a message meets its moment—and when a community recognizes itself in the words. Sculpt. Strengthen. Elevate. In voice, in body, in brand.