TurF

Ownership and scope

TurF is a workout studio, shop, kitchen, and coffee bar in one space. We partnered with the team through Assembly to build the brand and a digital platform that could carry the business, not just look good.

---

Operating problem: explaining a hybrid space

Hybrid spaces can be hard to explain. If the story isn’t clear, everything downstream breaks: discovery, booking, and repeat visits.

---

Operating loop: promise and conversion moments

In this case, the loop drove focus (a clear promise), conversion moments (classes, food, and products), and compounding (a platform that made updates and promotions easy).

---

What we built: brand system and platform

• A brand system that could stretch across studio, retail, and hospitality without feeling like three businesses.
• A digital platform that made schedules, offers, and core information easy to find and easy to update.

What changed: TurF went from “a lot of things at once” to a clearer story and a system the team could run week to week.

---

---

Results: legible conversion paths

These outcomes come from delivery artifacts and client review notes from this period. This page is the primary published record of this work.

• Delivered a cohesive brand and digital platform for a multi-use space.
• Made the core conversion paths legible: understand the offer, book a class, show up.
• Created a foundation the team could iterate on without redesigning every season.