Bringing PWRFLOW CLUB™ from Concept to Conversion
Brand Ecosystem Launch & Marketing StrategyAjnci partnered with Regine Santa Maria to bring PWRFLOW CLUB™ to market as a fully realized class brand. From initial concept to direct customer conversion, we built a comprehensive marketing ecosystem that perfectly encapsulated the class's unique ethos: where strength meets stillness.
CHALLENGE
Launching a highly specialized, differentiated fitness concept requires crystal-clear communication. The challenge was introducing a novel blend of yoga and steel club resistance to the Miami market within an established facility (DBC Fitness). To succeed, Regine needed a ground-up brand identity, a scalable marketing strategy, and a seamless conversion funnel to attract the right audience of athletes and seasoned movers.
RESULTS
The launch successfully brought PWRFLOW CLUB™ to market with a polished, scalable content and marketing system. The campaign clearly communicated the class philosophy, successfully positioning it as a differentiated offering within the fitness space. By establishing a premium $38.00 per class price point and a dedicated digital funnel, the brand was perfectly positioned to drive enrollment and repeat attendance.
Regine Santa Maria / PWRFLOW CLUB™. PWRFLOW CLUB™ is a unique, strength-forward fitness class hosted inside DBC Fitness that blends mindful movement, yoga asanas, and steel club resistance for athletes and experienced movers.
APPROACH
PHOTOGRAPHY
To visually translate the experience, we executed a dual-pronged visual approach. We produced a studio-based promotional photo shoot featuring Regine, paired with dynamic in-class photography that captured the energy, precision, and intentionality of the steel club and yoga experience.
APPROACH
MARKETING
Our team developed the complete marketing ecosystem for the launch. We designed polished, branded visual assets and promotional materials that clearly communicated the PWRFLOW CLUB™ philosophy and established its premium positioning. To drive customer conversion, we designed and implemented a dedicated website sign-up flow. This streamlined the purchase process for the $38.00 workshop tickets while seamlessly integrating the necessary DBC Fitness liability waivers, ensuring a frictionless path from awareness to enrollment and repeat attendance.
APPROACH
SOCIAL MEDIA
Leveraging the new branded visual assets and photography, we built a scalable content system to elevate Regine’s personal brand. This social-ready ecosystem supported DBC’s broader performance-driven offerings, driving awareness and highlighting the "strength meets stillness" positioning across digital channels.