Heartcore rebrands to achieve full online experience

Heartcore, a chain of London-based boutique studios of dynamic pilates, worked with creative agency Yonder Consulting to take its fitness classes online, without losing the ‘Heartcore feeling’ that loyal customers have followers to love.

The challenge for Yonder was to capture Heartcore’s ‘approach-to-life-brand’ and bring it to life in every touchpoint of their online experience. The need to move online became even more urgent with the Covid-19 induced lockdown forcing the brand to close down all its studios and move the  business online.

The central concept of the brand became ‘Positive Movement,’ stemming from the idea that everything Heartcore does is driven by and creates positive movement, both physically and mentally.

Whilst Heartcore grew up in London, the idea was born in California and a ‘California cool’ aesthetic is prevalent in each of their studios. Yonder sought to bring elements of this to the new visual identity, by creating  something fresh, light and inspired by the forces of nature.

To create a soli online presence, Yonder moved straight into acquisition strategy, developing a comprehensive digital acquisition plan to rapidly expand the online guest base. This was complimented with a refresh of CRM, building the journeys and the emails needed to convert guests from free trial to paid up members. Working with a SEO and paid media partner, the agency formulated the short- and medium-term growth plan for the business, rooted in the long-term strategy defined in the branding work.

The new website and platform allows users to join classes, manage memberships and keep connected with Heartcore. The website acts as more than such, becoming an online destinations where users can have a full experience e of the brand.