DEFINE Oakley

Fitness Studios · High-Energy, Low-Impact Group Fitness

Lift Stage Active Since February 2024 3,655 Followers AM: Emily

@defineoakley defineoakley.com Performance Reports

Package

Signature

Start Date

February 2024

Primary CTA

Book a Class

Posts / Week

Current Phase

No Accordion

Latest Score

7.2 — Building

This Month's Focus

AM-updated each month — active CTA, content priority, and any running campaigns

Monthly Focus — AM Managed

March 2026

Active CTA

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Content Priority

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Active Campaigns / Notes

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Strategic Direction

Account narrative and Instagram's role for this client

DEFINE Oakley is a boutique group fitness studio offering high-energy, low-impact classes — Rev (cycling), Body (barre/strength), and Bounce (trampoline) — designed for women who want to prioritize their health without sacrificing their schedule. The studio's key differentiator is its mom-friendly positioning: on-site childcare, flexible scheduling, and a community built around women who are ambitious about their fitness and their lives.

Instagram's role is to drive new member acquisition and community retention by educating on the class formats, showcasing the studio culture, and positioning DEFINE as the fitness home for the Ambitious Mom and Busy Professional.

Drive class bookings — format education and direct response content that moves new prospects to book their first class

Build community culture — behind-the-scenes energy, member spotlights, and instructor personalities that make the studio feel alive

Mom-friendly authority — childcare access, flexible scheduling, and wellness education that speaks directly to the target IVP

Content Strategy Map

TOFU / MOFU / BOFU — goals, KPIs, and content formats per funnel stage

Top of Funnel — Awareness

Reach New Audiences

50% of content

Reach & Impressions
New Followers
Shares

Formats

Quick-Shot B-RollFounder POVBefore/After TransformationTrending Hook

Middle of Funnel — Consideration

Build Trust & Engagement

30% of content

Saves & Comments
Profile Visits
Watch Time

Formats

Educational How-ToDo This Not ThatFormat ExplainerMember Spotlight

Bottom of Funnel — Conversion

Drive Class Bookings

20% of content

Link Taps & CTR
Profile Conversion Rate
DM Inquiries

Formats

Customer TestimonialDirect ResponseChildcare HighlightFirst Class CTA

Content Pillars

Core content themes every post should align to

PILLAR 01

Efficiency & Format Education

Education, Authority, Curiosity

Sell the Rev + Body 30:30 combo and the full class format lineup. Explain why the format works, who it's for, and what makes it different from a traditional gym — in a way that makes new prospects say 'I need to try this.'

PILLAR 02

Community & Culture

Connection, Trust, Social Proof

Show the human side of DEFINE. Behind-the-scenes class energy, member spotlights, instructor personalities, milestone celebrations, and the culture that makes members stay for years.

PILLAR 03

Mom-Friendly Positioning

Connection, Trust, Authority

Emphasize childcare access, flexible scheduling, and the fact that DEFINE is built for women who want to prioritize themselves without sacrificing their family. Make the decision to join feel easy and guilt-free.

PILLAR 04

Authority & Wellness Perspective

Education, Authority, Trust

Build trust through education. Share insights on training principles, recovery, consistency, and the psychology of sustainable fitness habits — positioning DEFINE as a wellness partner, not just a workout destination.

IVP Profile

Ideal Viewer / Prospect — who we are talking to and what they need

The Ambitious Mom / Busy Professional

Core Motivators

Efficiency Over Everything

Wants maximum results in minimum time. The 30:30 format and low-impact approach speak directly to her — she can get a real workout without wrecking her body or her schedule.

Community Without Judgment

Wants to work out somewhere that feels welcoming, not intimidating. DEFINE's culture of encouragement and real-women energy is a major draw.

Childcare Access

The on-site childcare is often the deciding factor. It removes the last barrier between her and consistent fitness — and it needs to be front and center in the content.

Key Challenges

Time Scarcity

Genuinely doesn't have time for a long workout. Needs to know that 30-45 minutes at DEFINE is worth it — and that the format is designed for her reality, not a fitness influencer's.

Format Confusion

Doesn't know what Rev, Body, or Bounce are. Format education that makes the classes feel approachable and exciting — not intimidating — is the first conversion hurdle to clear.

Posting Schedule

Content cadence and format assignments by day

Feed Posts

Tuesday

Quick-Shot B-Roll, Founder POV, Before/After Transformation

Thursday

Educational (How-To), Do This Not That, Customer Testimonial

Stories

Monday / Wednesday / Friday

Behind-the-scenes, polls, educational tip cards, customer spotlights, direct response story links

Performance Dashboard

Last 3 months — key metrics by funnel stage