A Growth Engine, Forged Before The Doors Open.
FORJ is not building a gym. It is building a dojo: small-group coached training where every member gets the first-class treatment. Two parts: a growth engine we run, and a sales engine we design.
What We Understand About FORJ
Before any design decision, what makes FORJ structurally different, and what the engagement has to deliver.
The dojo, not the gym
Six to seven per session, one coach, a relationship that continues through breaks and setbacks. The brand should feel like a first-class cabin, not a franchise.
The intimidated, and the obsessed
One wants safety and belonging; the other has a marathon, HYROX or Everest Base Camp to train for. Members discover their goal here.
Precision beats reach
Seats are limited, so FORJ needs the right few hundred people around Meydan, not mass marketing.
Experiments over campaigns
Ship weekly, measure fast, kill what fails. Month one calibrates; targets are set from real data.
Two Engines, One Set Of Infrastructure
Growth Engine
Everything that creates demand, run by us as an extended team with the founders' voices at the centre. No generic fitness content.
- Brand and positioningThe dojo positioning as a usable system: messaging for both personas, Chris's voice, visual language.MessagingVoiceVisual direction
- Content engineInstagram-led, built around Chris and real members. AI-heavy production, human taste on what ships.ReelsCalendarCommunity assets
- Growth experimentsWeekly and disposable: HYROX prep, an Al Qudra ride club, an Everest Base Camp programme, the presale.CohortsReferralEvents
- Conversion pagesBuilt outside vibefam for brand control. The founding checkout first.Presale pageLandersTracking
Sales Engine
Every human touchpoint from enquiry to loyal member. Run manually first, automated only once the data says what works.
- Speed and qualificationEvery lead answered fast, qualified against the two personas, moved to a taster.
- The moments that matterDay-one message, post-taster follow-up, win-back after two to three months. In Chris's voice.
- Manual first, then playbookAastha runs early comms with our support; we codify what converts over months one and two.
- The handoffLead, qualified, taster, member: tracked in vibefam, reported every Friday.
On numbers, honestly: no leads figure invented before running a single experiment. Month one calibrates; from day 30 targets are set from real data. Committed from day one: experiments shipped per week, content volume, speed.
One Retainer, Spread With The Launch Curve
A three-month launch retainer: a pod of roughly 100 hours a month across strategy, design, content, video and build, through one point of contact.
Billed monthly in advance, exclusive of taxes. Excludes ad spend (retargeting-only recommended), vibefam (~$159 a month) and WhatsApp Business API costs. December and January continue month to month on the same retainer, decided at the end of November. Open to a performance component once month one gives a real baseline.
Four Unequal Phases, Not A Hundred Even Days
September is for cash, October and November are the acquisition window, December is retention, January is the second wave.
DFC Only Works If The Studio Is Operating By Late October.
Dubai Fitness Challenge is the single largest free-attention window FORJ gets in year one. The opening date is a bigger risk to the numbers than any budget line.
Buy The Operations. Build The Brand Layer.
- vibefam PrimaryBookings, memberships, CRM, branded member app. FORJ owns the account.
- Presale paymentsThrough vibefam first; Stripe UAE or Tap behind our page if needed.
- Custom landing pages We buildPresale and experiment pages, outside vibefam.
- Google Business ProfileLocal search and reviews, started in September.
- WhatsApp Business APIPersonal comms, PDPL-compliant opt-in.
- GA4 and Meta PixelEvery funnel step measurable from day one.
- Claude CoreStrategy, copy, code, research.
- Cursor CoreAll landing and checkout code.
- HeyGen, ElevenLabsProduction accelerators, never replacing Chris on camera.
Projects Relevant To Yours
- GranimalsFitness coaching brand: design, development and the first phase of social growth.Fitness
- lysto.ggGaming community platform: brand, website and product, community-led growth.Community
- vierarealty.inPremium real estate brand built for credibility and trust.Premium
- joincabinet.comConsumer product with clear two-audience messaging.Consumer
- Case studiesThe wider record across brand, product and growth.All work
A Few Honest Reasons
AI-first, taste-led
AI across research, production and build; human judgement on everything that carries the FORJ name.
Research before proposal
The dossier came first, unpaid, with the open questions named.
Experiment-led growth
Ship, measure, kill, double down. Targets calibrated at day 30.
We have done fitness
Granimals gave us the exact span: brand, product and early social growth.
Extended team, not vendor
One point of contact, a full pod behind it, surge capacity when the launch needs it.
Built for the long game
Open to performance-linked upside once the baseline is real.