How [solidcore] uses Strella for Always-On Client Understanding
[solidcore] uses Strella's AI-moderated interviews to hear from prospects, active members, and past clients, turning weeks of research into days, enhancing decision making with real client voices.
[solidcore] is high intensity low impact strength training on a custom build reformer personalized to build physical, mental, and emotional strength that doesn’t just stay in studio - you leave stronger for it.
Understanding people at every stage of their relationship with the studio is key to growth: the potential first time client weighing a first class, the member deciding whether to keep coming back, and the client who has stepped away. Hearing directly from all three groups, at a scale large enough to act with confidence, traditionally meant weeks of scheduling, moderating, and synthesizing.
Strella has helped [solidcore] have more conversations with their customers while moving at the speed of their strategy.
"Strella helps us hear from clients on an ongoing basis and share those insights with the team quickly, so we can make decisions with real client voices behind them.”
Gillian Almeida, VP of Strategy & Insights [solidcore]
The Challenge: Client Understanding Across the Entire Journey
Most research tools are built for a single project at a single moment. [solidcore] wanted something harder: a continuous read on the full customer lifecycle, across both the digital and the in-studio experience.
Who are the people interested but not yet signed up, and what holds them back? What keeps active members coming back, and what quietly pushes them to pause or cancel? And once someone leaves, what would they tell you if you simply asked?
Act 1: Before They Walk In
Research type: exploratory discovery, Jobs-to-be-Done, barrier analysis, and journey mapping.
[solidcore] began with the question every brand wants answered: why do people join in the first place? The team found that clients arrive for very different reasons. Some come for the community and energy, some for the structure and routine, and some simply to push themselves. With that foundation in place, the team used Strella to go deeper. The interviews surfaced a mix of practical and emotional responses that hadn’t appeared in previous research.
Act 2: While They Are Members
Research type: evaluative and iterative research, concept and pilot testing, and churn-driver analysis.
Once clients are in the door, [solidcore] uses Strella to pressure-test potential changes before rolling them out and to gather feedback on recent pilots and launches. In one study, the team explored how members book their classes, generating insights that are now informing potential changes to booking.
Act 3: After They Leave
Research type: churn and attrition research, run as an always-on, continuous tracking study.
[solidcore] is extending the same approach to the hardest group to reach: people who have churned. Rather than a one-off exit survey, the team keeps an always-on study running, holding a continuous pulse on why members leave. Strella's light-lift setup and easy analysis make it practical to monitor client sentiment continuously and bring that signal into ongoing decisions.
The Result: Always-On Customer Understanding
"A one-time study provides a snapshot; ongoing, always-on listening provides a signal."
Gillian Almeida, VP of Strategy & Insights [solidcore]
[solidcore] no longer has to choose between depth and speed. By speaking with clients before, during, and after membership, the team enhances decision making with the input of real customer voices. What used to be a one-time snapshot is now a continuous signal.
How Teams Use Strella, Step by Step
The same simple workflow powers every study, whether it runs once or always-on.
1. Build the study in minutes. The team starts with its goals or a guide, and Strella partners with them to develop a focused discussion guide.
2. Let AI moderate the conversations. Clients join open-ended interviews on their own time. Strella's AI moderator asks thoughtful follow-ups in the moment, so every conversation goes deeper than a survey could, and many run in parallel.
3. Turn conversations into decisions. Every interview is transcribed automatically. Strella surfaces the themes and patterns across all of them, then turns the strongest moments into clips the team can share straight into product, marketing, and retention conversations.
Want to hear from your own customers at every stage of their journey? See Strella in action at strella.io.
