Working In Parallel
Founded by former professional athletes, FORM is a boutique fitness studio with two London locations in Notting Hill and Queensway, known for its holistic approach to wellness and award-winning small classes that attract locals, celebrities, and a global audience.
in.Parallel redefined the FORM brand, building it into both a physical destination and a digital presence. We led the strategy, design, and launch of the Queensway studio, transforming it into a commercial success and setting a new benchmark for boutique fitness in London. Alongside the buildout, we reshaped FORM’s marketing channels with a redesigned website, refreshed email strategy, and growth initiatives that boosted retention and reduced reliance on ClassPass. To expand visibility, we secured partnerships with leading brands including Healf, Hunza G, and By Rotation, amplifying awareness and strengthening FORM’s position as a category leader.
