Objective: Position MVP Lab as a unique lifestyle destination, not just a gym—merging performance, design, and community. Build consistency, boost organic engagement, and generate qualified foot traffic.
Strategy
We developed a hybrid approach combining on-site content production, reels creation with coaches, and consulting on digital presence and tone of voice.
The storytelling focused on three pillars:
- Performance – Athletic training & coaching expertise
- Vibe – Art direction & visual identity (warm tones, cinematic shots)
- Community – Events, tournaments, and member highlights
Execution
- Weekly photo & video shoots with coaches and members
- Production of Reels mixing training sessions, motivational edits, and BTS footage
- Strategic content calendar: 4 posts/week, 3 stories/day, 2 reels/week
- Monthly reporting decks tracking engagement KPIs, audience growth, and best-performing formats
- Real-time community interaction: DMs, comments, and resharing user-generated content
Results
- +30% organic follower growth in 3 months
- Average reel reach multiplied by x4
- Engagement rate increased from 1.1% to 3.6%
- 30% of new members said they discovered the club through Instagram
- Coaches became brand ambassadors with micro-influencer potential
