Cookies on the Merrithew website
Merrithew has updated its cookie policy. We and third-parties use cookies on this site to improve your experience, personalize content, optimize your shopping experience and to show you relevant advertising. By continuing to use this site you give consent for all cookies to be stored locally on your computer or device. To learn more about cookies and how to manage them visit our cookie policy.

How a boutique studio in Australia uses social media to define its brand and connect with customers

Social media tips for boutique Pilates studios

We spoke with Zibby Valtenbergs, general manager and co-owner of Downtown, a beautiful, light-filled boutique studio and Merrithew Host Training Center in Melbourne CBD, Australia, about how they use social media to define their brand, connect with their community, and engage with prospective clients.

Q: When did you start using Facebook and Instagram to actively promote your business?

A: We started as soon as we opened in April 2018. It's not just about promotion for us, it's a way to connect with our clients and community outside the studio.

Downtown Boutique studio

Q: When did you start using Facebook and Instagram to actively promote your business?

A: We like our Instagram @downtown.studio to look like our studio does. This gives people who haven't been in person an insight into what goes on here and what to expect. Our studio is in a historic building, it’s spacious and full of natural light and lots of plants, we are very lucky to be here.

Our studio is situated in Naarm, we respectfully acknowledge the Traditional Custodians of this land, the Boon Wurrung and Woiwurrung (Wurundjeri) people of the Kulin Nation.

When we photograph people practicing yoga and Pilates, we take a natural and relaxed approach; we try to capture the in-between moments. We love to include our clients; the people you see in our photos are regular clients and instructors. Community makes our space what it is. 

Q: Do you post similar content on both Facebook and Instagram, or do they have different ‘personalities’?

A: Similar stuff to be honest. That isn't to say differentiating them is not a good idea, but I just don't spend much time on that.

Q: Do multiple people run the account, or one designated person? Do you have a designated or professional photographer?

A: Just one person. We take some photos in-house, but will get photographer friends in to shoot every now and then.

Students at Downtown studio

Q: How do you decide what to post and what type of posts work best for your audience?

A: This is always evolving. We often post about our values and will highlight issues that are important to us and our community. We specifically do not advertise weight loss. Fat phobia is a problem in our society and especially in the health and wellness/movement/fitness/gym space.

We will never do a before and after, or use words like sculpt or burn. We are just not about that. We move for the feeling.

Moving relieves tension, stress, reduces pain, increases strength and mobility, and makes us happier, all these benefits are so powerful for our overall well-being.

Q: What sort of benefits or results have you seen from having an active social media presence?

A: For the business, it’s important for visibility so people can discover the studio. But on a personal level, the benefits have been connecting with and learning from values-aligned people.

Acknowledgement of Country

Downtown Studio is situated in Naarm, we respectfully acknowledge the Traditional Custodians of this land, the Boon Wurrung and Woiwurrung (Wurundjeri) people of the Kulin Nation. We recognize their connection and contribution to Country and pay our respects to their Elders, past, present and emerging. We also acknowledge that the people of this land hold knowledge about health and movement that has been practiced for generations.

Find Merrithew training near you >

Tag @Merrithew on Instagram to share your story and get featured!

Related posts