Social Meteor has worked with Heartbeat High since before it existed: branding, web development, content and ecommerce, built from a name and an idea into a real business. Eight years on, that same partnership now spans four studios and more than 180 classes a week. The brief was never just to launch a pilates studio, it was to build a brand people wanted to belong to.
White Gum Valley marked Heartbeat High's first expansion south of the river, into a Pilates market crowded with near-identical reformer content. Instead of announcing the location outright, the campaign used the site itself, a recognisable former video store with a bright orange façade, as its narrative engine, building intrigue through VHS-era nostalgia before the reveal.
White Gum Valley opened with a full roster of paying clients from day one, proof the phased launch model works even in a crowded market. That same playbook, tease, reveal, build and convert, launch, is ready for whatever studio comes next, adapted to a new building and a new story every time.
