When Five Peaks Yoga opened its new studio in Purcellville, Virginia, it faced a familiar challenge in the wellness world — standing out in a competitive local market while staying true to its mission.
The goals were clear:
Drive local awareness ahead of the grand opening
Build trust and authenticity through genuine storytelling
Convert community interest into class bookings and memberships
The Strategy: Lead with People, Not Promotions
SW Creative developed a strategy rooted in storytelling that highlights the people behind the brand: the founders, instructors, and the culture they were creating.
The campaign focused on three pillars:
Authenticity – Share the personal vision that inspired Five Peaks to open.
Credibility – Secure earned media in trusted local publications to build authority.
Connection – Repurpose content across digital channels to deepen engagement.
Execution
To bring this strategy to life, SW Creative:
Secured feature coverage in Middleburg Life’s profile of Five Peaks Yoga, Washington Business Journal’s article on the studio launch, and Loudoun Times coverage of the Purcellville studio.
Amplified storytelling through social media and email marketing, ensuring consistent messaging before and after the launch.
Activated on-site storytelling during the grand opening — capturing live content and photography that extended the event’s impact well beyond opening day.
The Results
The campaign exceeded expectations, delivering both short-term buzz and long-term momentum.
✅ Earned media placements in top regional outlets
✅ A strong turnout at the grand opening events
✅ An ongoing content pipeline fueling Five Peaks’ marketing well after launch
In Their Words
“So many are recovering physically, mentally and spiritually from the pandemic, which made me realize I could take the new studio beyond a yoga and group fitness center – and transform it into a sanctuary for those seeking true health, vitality and self-realization.”
— Lauren Christian, Founder of Five Peaks Yoga
Five Peaks didn’t just open a yoga studio — they created a sanctuary for renewal, connection, and growth.
Let’s Build Your Next Success Story
Ready to turn your vision into a story that moves people — and grows your business?
📩 Contact SW Creative today to start your next brand campaign.
