Inclusive Movement is a wellness startup that delivers accessible, expert-guided exercise programs that anyone can do from home. From those beginning their fitness journey, to athletes recovering from injury, to the folks looking to combat aging–Inclusive Movement offers workouts and coaching that remove the barriers that many people experience with traditional exercise.
Initially introduced as The Balanced Method on TikTok, Justine Treadwell began posting accessible workout videos for others based on her experience as an osteopath, athlete, and mom. Over the next two years, Justine’s following exploded into the millions across multiple platforms–and she’s turned an active following into an engaged community built around her unique approach to fitness.
"Thanks to Sawmill, I now have a successful subscription program with monthly recurring revenue, freeing up my time to focus on making my product the best it can be.
I would highly recommend working with Sawmill."
Challenge
Postured for progress
Justine realized the fitness industry was broken. Most fitness services and communities approached potential clients with aspirational imagery and messaging–without actually responding to their real needs. With her experience as an osteopath, helping people with a range of abilities, she knew that high intensity exercise can be attractive but unsustainable for many people.
She wanted to do things differently. Her initial workout videos that featured simple workouts people can do anywhere led to an enthusiastic online response, and we knew we had to create offerings that didn’t compete with Justine’s free content, but enhanced it. We wanted to take the mission of the brand and expand on it, giving committed followers an experience that elevated their current fitness routines and gave them even more connection.
Approach
Race to the starting line
When our engagement kicked off with Inclusive Movement in November, we made a goal to launch a beta platform before the end of the year. We wanted to capitalize on early sales as people started their New Year's resolutions.
Only 27 days later, we launched the beta version of Inclusive Movement’s new digital experience and marketing strategy. In it, we delivered modified branding, a new e-commerce website, and high-quality educational content. We invited people into this beta through a digital marketing campaign that included a revamped social media strategy and email flows to strengthen the customer journey. After the beta launch, we continued to push, adding a mobile app experience and activating the rest of our marketing strategy.
We focused our efforts on a three-stage approach: first, we would produce high-quality program content that helped her offering stand above other offerings. Then we would develop a platform for all the workout programs and fitness offerings she could scale with increasing demand. Last, we would invite her existing online community to join this platform by positioning it as an extension of their wellness journey.
As Justine continued to serve her audience as a guide and educator, it was up to us to build something that would only add to their experience.
A quote from the client
"Working with Sawmill, right away, we saw a huge increase in social media engagement which is really important for my business growth, helping to build my community."
Justine Treadwell
Founder, Inclusive Movement
Work
Pumping up the platform
With Inclusive Movement, people want an achievable approach to fitness that feels personalized to them. We wanted the user’s experience browsing the platform to feel just as personal.This meant creating educational information so members could compare the array of programs and plot their own path.
We understood Inclusive Movement–as a startup–would need solutions that could grow with the brand. We built a scalable web platform to handle subscriptions and stand-alone course sales–along with a membership hub and content library for courses. We also wanted to provide her subscribers with access to a community to interact with other members and Justine herself through chats and live sessions.
But we went beyond aesthetics for Justine and her team by building a backend site to capture user data and easily chart a course for Inclusive Movement’s future–tracking member activity like exercise history and course participation.
Work
Sweat equity
We knew the success of Inclusive Movement would hinge on the exercise content the platform offered. We produced guided workout programs with Justine in extensive sequences to fill the platform with four program offerings at launch and are now developing a new additional program for the program every month.
Our goal was to enhance the style and simplicity that attracted her audience in the first place. Instead of taking a busy, flashy approach, we shot these videos to make her members feel like they were receiving the same personal guidance they would get from Justine if they visited her clinic.
Work
Reps for more reach
Next, we invited her audience into this community through a data-driven email and social media marketing campaign. We wanted her followers to see the platform as a natural extension of their relationship with the Inclusive Movement brand.
This meant listening to her community and developing resources that matched their needs and desires. It also meant building upon existing viral content to create an experience funnel for newcomers to Justine’s content.
We worked closely with Justine to boost the sense of community among her followers. The success of her platform depended not just on great content and a seamless e-commerce experience: it would grow at the pace of her community engagement.
We built the community as part of the Inclusive Movement platform to foster deeper connections among users, both on and off the platform. This fulfilled our initial goal of creating a better kind of fitness experience from beginning to end. Now, Inclusive Movement can bring anyone–no matter their level of prior fitness experience–from isolation to exercise, and from curiosity to community.
The results
We saw a 250% increase in website traffic as the Inclusive Movement audience followed our funnel from free content over to our platform landing page.
Now, Inclusive Movement continues to grow and establish itself as a new and unique alternative in the fitness industry–and we continue to partner with Justine to make sure that the experience she offers to her audience is consistent and ready to keep up with her ambitious growth.
10X
month-over-month revenue increase
200%
increase in engagement on social media 2 months after launch
24,000
site visits in first two months with no ad spend
80+
course modules within 1 month
9,000
new Instagram followers in five months
Content
Short-form video production
Course video production
Hero photography
Digital Marketing
E-mail campaigns
E-mail flows
Social media strategy
Social media content
E-commerce
Subscription platform
Single-purchase storefront