36 MINUT
100% organic social media that build an engaged brand community
36 MINUT is a Polish network of boutique training studios developed in a franchise model. The brand concept is based on an optimized, 36-minute training focused on health and fitness, which directly reflects its strategic slogan “time is the result”. The essence of the service is combining advanced technology with the individual care of experts. The clubs use intelligent machines, such as Milon devices, which automatically adjust parameters and resistance to the user’s anatomy, eliminating the risk of injury. The entire process is carried out according to a personalized plan under the constant supervision of training and physiotherapy staff, and a dedicated system automatically monitors the user’s progress.
How did we start the year 2025?
- Refreshed strategy and DNA of the 36 MINUT brand – we developed it together during workshops at the end of 2024. This was our new base for action.
- Low engagement – comments appeared only sporadically on the Facebook and Instagram profiles, there was a lack of discussion.
- Club member retention as a challenge – after about 1.5 years, club members leave 36 MINUT, they get bored, they are not attached to the brand.
Business challenge:
- Run the brand’s profiles 100% organically and revive their community in a way that builds strong loyalty towards 36 MINUT.
Key KPIs
- Growth dynamics. We assumed a steady growth of the most important metrics at the level of +10% month-over-month (MoM) and year-over-year (YoY).
- Building the base (followers). We aimed at regularly attracting a new audience.
- The most important metric was the “human touch” of the brand. We defined success as the number of comments and sparking discussions instead of reach.
Results for 2025
- 5.6 million organic content impressions over the year.
- 12.2 thousand interactions with published posts.
- +1.6k new followers.
We built an engaged community:
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The audience regularly comments on Facebook.
From an average of 0-5 comments per post, we went to 5-20. A record post in December 2025 generated 402 comments.
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We attract new followers on both profiles.
We maintain regular organic growth on Instagram and Facebook.
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We build attachment to 36 MINUT.
Club members like more often, read about topics that concern them (because we choose them based on data analysis), participate in contests, and tag their clubs.
