Case Study
Resonance Design and Marketing Leadership
Business Challenge: When Bergen’s previous live-streaming fitness platform made a rapid pivot away from its day-to-day business, Bergen was faced with an incredibly short window to create her next move. In less than one week she launched Bergen Wheeler Fitness as a completely new business, brand and platform. Her top priority was to serve her students without a missing a single day of classes, and migrate as many as possible to become members of BWF. As a solopreneur, she needed to increase membership prices compared to what her former platform charged, and could only offer 60% of the number of classes they were used to.
Marketing Responsibility: Migrate as many members as possible from her former digital platform to Bergen Wheeler Fitness. Create and launch personal brand in less than one week. Design pricing strategy optimized for luxury-brand price points that still offer incredible value to loyal followers. Develop simple, on-brand, refined website with flawless integration to scheduling platform. Create an inverse email and social media strategy optimized toward quality vs. quantity and a sense of intrigue.
Results: 90+% conversion to BWF, 97% member retention in first quarter, 54% of base is at highest membership tier, 2,000 average bookings/month in first quarter, first quarter in business was the highest earning quarter of Bergen’s career.
Resonant Truth
Your limit is just a suggestion.
When your mind says no, I will always remind you: you’ve got more.
Resonant Campaigns
1. It’s a yes, or a yes. 2. By design. 3. There you are.
Former professional dancer turned iconic NYC fitness instructor is known as the most brutal, witty and big-hearted body-changer around.
For those who make it past the first uphill climb of classes, they wake one day to realize they’re addicted. It isn’t just their body that is changing. It is their entire life - their mindset, their confidence, their fundamental sense of self.
For 15 years Bergen taught in-person at Exhale Spas around Manhattan, carrying a 2-year waitlist of clients. When Covid shuttered Exhale’s doors, an investor who was also a devoted athlete took her Zoom class, receiving the hardest workout she’d ever gotten. This investor built bande, one of the most audacious new fitness technology platforms in the Covid era, inspired by Bergen.
The bande technology never made it to market and the company closed on May 31, 2022. On June 1, 2022 Bergen launched Bergen Wheeler Fitness to continue teaching her fanatical following.
