While Form was originally created to capitalize on Sami Clarke’s massive social media following, it has grown into a fitness brand that can stand on its own with fitness content, activewear and more
Form was founded in 2021 by fitness influencer Sami Clarke, who has built a loyal following with her Pilates-like workouts, most of which are under 30 minutes long. As her following grew, she hired marketing executive Sami Bernstein Spalter to expand the business.
Form’s membership has grown 300% in the past year, and “Samis” has partnered with Dear Media to launch a podcast called “Convert”, the two share tips for healthy practices.
Clarke grew up dancing but moved to Los Angeles at age 17 to pursue a modeling career.During the pandemic, Clark built her Instagram and Youtube With a fan base of nearly a million fans, he teamed up with Bernstein (now Spalter) to bring Form to life.Forbes Spalter, who received a “30 Under 30” award for her work as an influencer marketing executive at Markett, said her personal wellness journey helped her lose more than 80 pounds and inspired her to join Form.
this form platform Initially it only offered workout videos, but has since responded to feedback from the Form community with content including nutrition, activewear and more.
“We now offer self-guided meditations, affirmations, weekly recipes, meal plans and a local WhatsApp group for members to connect,” Clark told Athletech News. “In addition, we launched merchandise and eventually launched our activewear line.”
Form’s weekly workout plans can be pure Pilates, strength training, or a combination of the two. Users can also search the workout library based on exercise type and length. Form posts new content every week, including workouts and healthy recipes.
Because the brand was born on social media, Form uses platform data extensively to inform business decisions.
“We rely heavily on social media to guide our branding decisions, with the majority of our marketing efforts targeting our social channels,” Spalter shared with ATN. “Regular analysis of engagement metrics helps us understand what content is resonating with our audience and informs our strategy accordingly.”
“We’re really lucky that our community is constantly sharing on social media where they’re working out, what they’re wearing while working out, and more,” Spalter said. “In addition, we have begun to focus more on email marketing.”
Form’s newest product is activewear.The brand’s The first sportswear collection It sold out in just 90 minutes and was removed from the second line on April 8.th. Based on feedback from Clark’s social media followers and activewear trends, the collection features neutral shades of blue, brown, pink and black. Form will launch new activewear collections every month to satisfy the needs of its followers.
Although Form is driven by her social media influence, Clark noted the importance of keeping the identity of the consumer brand separate from her life as an influencer.
“It’s critical for brands to have their own identity and be able to stand on their own even if influencer engagement changes,” Clark said.
