ConceptWellness · Website

Form Studio

A boutique pilates and movement studio in London. Designed to convert curious visitors into committed members, without feeling like a gym website.

Make it feel premium and calm, communicate the small-group ethos clearly, and make it easy to understand the class timetable and pricing without having to call anyone.

Form Studio is a boutique reformer and mat pilates studio operating in a competitive London market. Their clients are urban professionals who are health-conscious, aesthetically minded, and used to quality.

The website needed to reflect that. That was the brief in full — premium, calm, and clear, so a first-time visitor never has to pick up the phone just to understand the offering.

What was built

Split hero layout

Left column carries the headline and CTAs; right column shows a full-height studio image. On mobile it stacks cleanly. The split signals editorial quality immediately. This is not a template.

Class timetable section

A simple weekly grid showing class types, times, and days. No third-party embed, just clean HTML that loads instantly. Clients can see availability at a glance without clicking away.

Three-tier pricing cards

Drop-in, monthly, and founding member pricing clearly laid out with a highlighted "most popular" card. Removes the need for clients to ask about cost, so they can make a decision before they enquire.

Instructor profiles

Round portrait images with certifications and specialisms. People book people, not studios. Making the instructors visible builds trust and reduces drop-off.

First class free CTA

The lowest-friction possible entry point. A specific offer with a specific button reduces the mental barrier to booking for first-time visitors.

Design direction

Warm, earthy, movement-focused. The palette uses terracotta, sage, and warm white. It feels like somewhere you'd actually want to spend an hour. Clean enough to feel premium, warm enough to feel welcoming.

Typography: DM Serif Display for headlines (gives it editorial weight), DM Sans for body (modern, legible, friendly). The combination reads as boutique without trying too hard.

Terracotta

#c4714a

Sage

#8a9e7a

Warm white

#faf8f5

Near-black

#2c2c2c

Concept build by

Sophia, Glow Digital

This is a concept project demonstrating what I'd build for a wellness studio client. Want something like this for your business?

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