A content strategy for s34, designed for the 30–60 health-motivated buyer — not the algorithm.
"VP at a tech company. Two kids. Postnatal back issues physio half-fixed. Tried HIIT, hurt her knee. Reads Huberman. Member at s34 for four months."
Proof · Safety · A teacher who knows her name · Something worth sending to her sister.
Founder on camera. Methodology, philosophy, why this studio exists.
Real s34 members 35+. What hurt, what changed, what finally worked.
Physios, orthopedists, Move Union trainers. Authority by association.
60-second "fix your X." One move, one mistake, one correction.
Pilates is just stretching? Reformer is for women? One myth, one fact.
3 founder Reels. 1 member story. iPhone + natural light.
1 physio sit-down (cut to 3 Reels). 5 myth-bust carousels.
"Routines of people like you." 3 episodes. Members 35+.
Recap top 3 winners. Reshoot the format. Lock cadence.
Saves per Reel ≥ 5%. DMs from feed +50%.
Members + Form-Fix at episode 3+. First doctor co-sign.
Bio-link CTR >4%. IG-attributed signups +25% MoM.