Measure
Track the path from ad and content through to intent, booking and purchase — not the click alone.
Knowing what to scale, and what to leave behind.
POSTURE.’s On Demand product made modest progress, but the evidence showed it was not becoming the growth engine first imagined. Pace Projects and POSTURE. kept the learning, changed focus and moved effort towards the stronger studio opportunity.
Client
548early-access sign-ups / target 200
POSTURE. / Public method statement
Published by POSTURE.
“We don’t just sell Pilates. We teach it.”
01 / The question
Where should POSTURE. invest to grow?
POSTURE. is a boutique Pilates and wellness brand in Dubai. After COVID, an On Demand subscription offered a way to reach people beyond the physical limits of its studios.
The opportunity made sense. The market was also crowded. Larger online fitness businesses had deeper content libraries, established audiences and more money to acquire customers.
Early campaigns attracted attention, but the funnel showed the real constraint. In April 2024, only 7.3% of first opens progressed to the Join Us stage, against an internal target of more than 25%.
Pace Projects needed to learn whether better advertising could solve the problem, or whether the product and proposition would make scalable acquisition too expensive to sustain.
02 / The process
Test the market. Keep the learning.
Pace Projects treated the plan as a hypothesis: measure the whole journey, narrow the offer and let customer behaviour decide the next move.
Narrow
Break ‘online Pilates’ into specific offers for different needs, disciplines and life stages.
Compare
Improve the funnel while comparing On Demand signals with demand for the physical studios.
Transfer
Move the useful splinter-offer method into studio campaigns, content, search and measurement.
The decisive change
The product changed. The useful method did not.
The On Demand funnel improved. First-open-to-Join-Us conversion rose from 7.3% to 15.6%. Google Ads interaction moved from 4.7% to 5.8%, then 6.6%. Later, checkout-to-purchase reached 16.4%, above its 15% target.
But surveys continued to flag content depth and perceived value. Subscriber growth remained limited, churn was a concern and the product needed ongoing investment to compete. Better campaign metrics did not remove the commercial constraint.
The studio signal was different. Downtown generated 548 early-access sign-ups against a target of 200, plus 194 referrals against a target of 100. Pace Projects moved the growth focus back to the core business and took the splinter-offer method with it.
Broad offer→Specific reason→Measured intent→Scale or stop
03 / What changed
The focus changed. Specific offers then sharpened the signal.
POSTURE. sunset the original On Demand growth programme and moved priority back to the studios. In May 2026, niche-led splinter offers produced stronger Meta traffic signals than the generic offer on selected measures.
May 2026 figures come from POSTURE.’s Meta Ads export. Across the niche-led campaigns, blended link CTR was 1.94% versus 1.77% for the generic offer. These are traffic signals, not a controlled sales test: spend and campaign set-up differed, and the export contained no tracked sign-ups, purchases or revenue. Current studio, discipline and teaching details come from POSTURE.’s public website, reviewed 13 August 2026.
04 / Built over time
The plan changed as the evidence changed.
Apr 2024
The broad offer shows friction
Advertising creates interest, but only 7.3% of first opens move to Join Us. The team starts testing narrower splinter offers.
Jun 2024
The funnel improves
First-open-to-Join-Us conversion reaches 15.6%, while interaction and returning-visitor signals also rise.
Later 2024
The studios answer more clearly
Downtown exceeds its early-access and referral targets. Specific local demand proves stronger than the broad digital proposition.
Q1 2025
The priority changes
On Demand becomes a lower-priority objective. Studio growth moves higher on the commercial agenda.
May 2026
Specific offers sharpen the Meta signal
Niche-led Meta campaigns outperform the generic offer on selected traffic measures. The data supports more specific entry points, while conversion tracking remains incomplete.
Next
The method moves with the business
Specific offers now give different audiences a clearer doorway into POSTURE.’s core studio packages and experiences.
05 / What lasted
What did not scale still taught us what could.
A test is useful when its result changes the next decision. The On Demand hypothesis did not become the growth engine first imagined. It still produced a clearer way to find, explain and scale demand for the studio business.
Specificity before scaleMeasure beyond clicksKeep the learningReallocate without ego
Pace Projects / Pilates / wellness
What are you still funding because it was the original plan?
We measure the process, keep the learning and move effort towards the stronger commercial signal.
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