Case Study: Helping Pause Studio Become East London’s Destination for Pilates, Yoga & Wellness

When Pause Studio first opened its doors as a pop-up in Leyton, it was a fresh, friendly space for yoga lovers. Fast forward seven and a half years, and Pause has evolved into a multi-site wellness hub, offering everything from Pilates and Tower Reformer to Barre, Sound Baths, and holistic treatments, becoming a cornerstone of East London’s wellness scene.

Photo by Laura Martinez

But behind every thriving community studio is a story of strategic marketing, creative content, and social media that truly connects. Here’s how Dove Social & PR helped Pause Studio grow its presence, launch new locations, and build a brand so strong, they were able to bring their marketing in-house.

The Challenge: Scaling a Boutique Studio in a Growing Market

Pause Studio, founded by Louise Jackson, is a female-owned business with a mission: to make yoga and Pilates accessible, inclusive, and genuinely welcoming. With a loyal base of local clients—ranging from pregnant women and new mums to working professionals and long-time East Londoners—Pause needed to:

• Launch a new flagship studio on High Road Leyton, and later reopen their original Francis Road site as “Little Pause,” a specialist Tower Pilates studio

• Stand out as the only Tower Reformer Pilates studio in a five-mile radius

• Grow their community, increase bookings, and attract new audiences in a competitive local market

• Maintain a consistent, elevated, and personable brand voice across all platforms

Like many independent studios, Pause was busy running classes, opening new spaces, and supporting clients—leaving little time for the strategic, creative marketing needed to fuel sustainable growth.

Our Solution: Social Media, Content Creation & Brand Storytelling

Dove Social & PR stepped in as an extension of the Pause team, providing end-to-end social media management and content creation from Spring 2023 through Summer 2025.

Here’s what we delivered:

1. Strategic Social Media Management

• Developed and managed content calendars for Instagram and Facebook, aligning with class launches, events, and seasonal campaigns

• Injected humour and personality into posts and stories, while keeping visuals polished and on-brand

• Showcased instructors, highlighted student testimonials, and celebrated community milestones

2. Content Creation & Paid Social

• Produced high-quality photo and video content, including Reels used for paid ads on Meta platforms

• Created a launch video for the new High Road Leyton studio and the reopening of Little Pause on Francis Road, supporting website rebrand and driving bookings

• Collaborated with local content creators for collab Reels, expanding reach to new audiences

3. Email Marketing & Automation

• Set up automated welcome sequences in MailChimp for new sign-ups, ensuring every client felt connected from their first interaction

• Supported ongoing newsletter content to keep the community engaged and informed

4. Brand Positioning & Community Engagement

• Developed messaging that made everyone feel welcome, from complete beginners to seasoned practitioners

• Pushed Tower Pilates as a unique selling point, positioning Pause as the only local studio offering this in-demand format

• Responded to DMs, comments, and community questions, building genuine relationships online

Key Campaigns & Milestones

1. Launching the New Studio:

When Pause opened its larger space on High Road Leyton in 2023, we produced a launch video and social campaign that showcased the new facilities, class variety, and signature welcoming vibe.

2. Tower Pilates Launch:

With “Little Pause” reopening on Francis Road as a Tower Pilates hub, we created a targeted content series demystifying Tower Pilates and inviting both seasoned Reformer fans and curious newcomers to try it out.

3. Community-Driven Content:

From instructor spotlights to client testimonials and behind-the-scenes peeks, we made sure Pause’s socials reflected its diverse, down-to-earth community.

4. Paid Social Success:

Reels we created for Pause were used as paid ads on Meta, driving both brand awareness and direct bookings for classes and workshops.

The Results: Growth, Community, and a Seamless Handover

1. Brand & Community Growth

• Pause Studio’s following and engagement grew significantly, with posts regularly prompting positive feedback and direct messages from both new and long-time clients

• The launch of Tower Pilates helped position Pause as a destination studio, attracting Reformer Pilates fans from across East London

2. Increased Bookings & Studio Expansion

• Strategic social and paid campaigns supported the successful launch of new locations and increased class bookings, even in a competitive local market

• The studio’s reputation for warmth, inclusivity, and expertise spread well beyond Leyton, leading to plans for a third location in South Woodford

3. Elevated Brand Presence

• Pause’s social media became a talking point among clients—many told founder Louise Jackson how much they loved the studio’s online presence

• Humour, personality, and consistent branding helped Pause stand out in a crowded wellness market

4. A Successful Transition to In-House Marketing

• By Summer 2025, Pause Studio had grown enough to bring marketing in-house with a dedicated manager—a testament to the strength and systems we helped build

• Our parting was amicable and a mark of success: we’d helped Pause reach the next stage of their journey

What the Client Says:

“Vic is amazing to work with! Before Vic arrived I hadn’t had anyone helping with our social and I can honestly say she’s changed my life! She’s such a joy to work with, always has lots of creative ideas and gets the job done quickly and professionally.”

— Louise Jackson, Founder, Pause Studio

Lessons for Wellness Businesses in East London

1. Unique Offerings Deserve a Spotlight:

If you’re the only Tower Pilates studio in your area, make it known! Strategic content and targeted campaigns can put your USP front and centre.

2. Community is Everything:

Wellness studios thrive on connection. Social media isn’t just about promotion—it’s about building trust, sharing stories, and making every client feel seen.

3. Outsourcing Can Accelerate Growth:

Bringing in a specialist agency can help you reach the next level—freeing your team to focus on service, not just content.

4. Handover is a Success, Not a Loss:

When a business grows enough to bring marketing in-house, it’s a sign the strategy worked. Our role is to build strong systems, not create dependency.

How can Dove Social & PR help your wellness business?

We specialise in social media strategy, content creation, and brand storytelling for studios and wellness brands across East London and beyond.

Ready to Grow Your Studio or Wellness Brand?

If you’re looking to boost bookings, grow your community, and build a brand that stands out in East London, get in touch.

At Dove Social & PR, we help studios and wellness businesses tell their story, reach new audiences, and scale with confidence.

Contact us for a free discovery call and let’s make your space the next local success story.