Three Brooklyn reformer studios, one feed, and 64% more class bookings from social in a year.
Slowform opened its third studio in Williamsburg last fall, with one Instagram account for all three, run by the front desk between check-ins.
Classes at 6 a.m. and 7 p.m. sold out; middays didn’t. And the DMs asking “is there space at 12?” sat unanswered until the class had started. Nina, the founder, didn’t need more followers. She needed full rooms at noon.
We gave the feed a weekly rhythm: a quote on Monday, a class teaser for each studio midweek and an instructor reel on Friday. Middays got their own series, Lunch Reformer, filmed once a month at each studio.
The bigger change was replies. Our community team answers DMs from 6 a.m. to 9 p.m. with access to Slowform’s booking system, so “is there space?” becomes a booking in the same chat, often before the class sells out.
Bookings that start on social grew 64% year on year. Midday classes went from about half full to 81%. Nine of the twelve peak classes now carry a waitlist, which made the case for a fourth studio easier to write.
The front desk went back to the front desk.
From their feed
Each studio gets its own teaser every week, so the feed reads like one brand and three neighborhoods.
“Our DMs used to be where bookings went to die. Now they’re where most of them start.”
Results
Figures from Slowform’s booking system, with social bookings counted from tracked links and DM bookings, compared year on year.
How we manage communities| Measure | 2025 | 2026 |
|---|---|---|
| Class bookings from social a month | 410 | 672 |
| Midday classes, average fill | 54% | 81% |
| Average reply to a DM | 3 h 40 min | 4 min |
| Peak classes with a waitlist | 3 of 12 | 9 of 12 |
