Pulso
Social media strategy, content creation and community management for a Porto-based fitness brand — from zero to 12k followers in six months.
/ OVERVIEW
From zero to 12k followers in six months — a social presence for a Porto fitness studio that converts to memberships.
The challenge
Pulso opened with great programming and zero audience. Every other gym in Porto posts the same thing — workout clips, motivational quotes, before-and-afters. The brief was to build a following that actually converts to memberships, not just vanity numbers.
The studio had no budget for a full production crew and no time to be on camera all day. The content system had to be lean enough to shoot in batches and still feel premium and consistent week after week.
The approach
Positioning
We dropped the hype-culture tone everyone else uses and leaned into craft: form, technique, the discipline of training. Sports-editorial, not gym-bro.
Content engine
One monthly shoot day produces four weeks of Reels, stills and stories. A fixed set of formats keeps production fast and the feed coherent.
Community
Active comment and DM management turned followers into members — every enquiry answered within the hour, with a clear path from question to trial class.
Content pillars
Technique breakdowns
Short, high-contrast Reels dissecting one movement — the highest-saving, most-shared format on the feed.
Member stories
Real members, real progress — social proof that converts browsers into trial bookings.
Studio culture
Behind-the-scenes of training days and coaches — builds the sense of a place worth belonging to.
Results
Sample figures — illustrative placeholders until real metrics are added.