The Mat Club — Experiential Marketing Through Wellness

What We Deliver

Three reasons brands keep coming back.

01

Community Access

A warm, already-assembled Atlanta audience — style-conscious, wellness-driven, and predisposed to try what we put in front of them. You don't rent a list; you're welcomed into a room that already trusts us.

Loyal studio membership
Founder-led audience of 812K+
Every event sells out

02

Immersive Experiences

We produce the whole moment — studio, showroom, retail floor or rooftop. Movement is the entry point; your product is woven into the mat, the gifting, the after-class ritual, the room itself.

Full concept & production
Venue transformation
Curated partner ecosystem

03

Content & Conversion

Guests leave with your product in hand and your brand on their feed. Activations are built to end in an action: a shade match, a showroom walk-through, a purchase, a membership sign-up.

Organic guest content
Direct in-store pathways
Post-event email follow-up

Case Studies

Four brands, four objectives.

Every activation starts with a business goal — launch a product, fill a showroom, reach a new audience, convert in-store. Here's how each one played out.

Fenty Beauty2026

Bloom & Balance

Objective — Product discovery & in-store traffic

A launch-day wellness experience where beauty met movement. The Mat Club hosted two sold-out Pilates classes for 80 guests, with newly launched Fenty Beauty products waiting on every mat. After class, attendees were invited to the Fenty Beauty store for complimentary foundation shade matching — a seamless journey from product discovery to in-store engagement. Matcha from The Matcha Market, pizza from NiteOwl Kitchen & Cocktails, orchids from The Blossom Effect, and THC beverages from 9 Dot THC Company brought the “Bloom & Balance” theme to life through movement, beauty, community, and intentional self-care.

Activation Highlights

80 attendees across two sold-out Pilates classes
Same-day product sampling tied to Fenty Beauty’s foundation launch
Branded product bags placed on every mat
Direct pathway from the activation to an in-store shade-matching experience
Four complementary food, beverage & lifestyle partners

80

Attendees

Halani Lobdell holding Fenty Beauty products in The Mat Club studio

Fenty Beauty products displayed among studio equipment

Guest applying Fenty Beauty product at the studio mirror

A full Pilates class in session at The Mat Club

The Blossom Effect orchid cart at the activation

The Matcha Market vendor station at the activation

9 Dot THC Company beverage bar at the activation

Fenty Beauty product discovery led by The Mat Club founder Halani Lobdell.

01 / 07

Reel — Bloom & Balance

Posted by @thematclubatl

Reel — Maserati and Mats

Views: 119K

Posted by @mrs2weeksout · collab @thematclubatl, @jimellismaseratialfaromeo, @charettecosmetics

Maserati2026

Maserati and Mats

Objective — Showroom foot traffic & qualified leads

The Mat Club transformed a Maserati dealership into an immersive luxury wellness destination for 80 women and men. Surrounded by Maserati vehicles, guests participated in a Pilates class before exploring the showroom, connecting directly with the general manager, learning about current vehicle offers, and capturing content with the cars. The experience extended beyond movement with curated gift bags, refreshments, raffles, complimentary cosmetic treatments from Charette Cosmetics, and membership giveaways from The Mat Club. Maserati gained meaningful foot traffic, direct access to qualified prospective customers, post-event email engagement, and social exposure through The Mat Club’s platforms and founder Halani Lobdell’s audience of more than 800,000 followers.

Activation Highlights

80 attendees introduced to the Maserati dealership
Direct guest engagement with dealership leadership
Vehicle offers included in curated gift bags
Post-event email follow-up with attendees
Social promotion across an audience of 812,000+ followers
Organic attendee recaps and user-generated content
Luxury treatments, raffles, refreshments, and community giveaways

80

Attendees

Reel — Real Men Do Pilates

Views: 148K

Collab with @staydownej

Lululemon2026

Real Men Do Pilates

Objective — New audience reach & brand affinity

The Mat Club challenged traditional ideas about who Pilates is for with a men-focused wellness experience attended by more than 45 participants. Hosted at The Mat Club studio in partnership with Lululemon and Chop Shop, the activation created an inviting space for men to experience Pilates together while connecting movement, community, and personal style. Lululemon brought the partnership to life through curated products, participant gift bags, and an on-site brand ambassador. Attendees amplified the experience by sharing their workouts across social media, generating authentic conversation and visibility around men embracing Pilates and wellness.

Activation Highlights

45+ attendees, primarily men
Lululemon products and curated participant gift bags
On-site engagement with a Lululemon ambassador
Organic social sharing and community-generated content
Brand visibility within an underrepresented wellness audience
Increased interest in Pilates as part of men's fitness routines

45+

Attendees

Reel — The Mat Club at Fabletics

Posted by @thematclubatl

Fabletics2026

The Mat Club at Fabletics

Objective — Retail conversion & membership sign-ups

The Mat Club brought 35–40 wellness-focused consumers into Fabletics' Lenox retail store for a private movement and shopping experience. Guests received wellness shots before participating in a 45-minute Pilates class surrounded by Fabletics products, transforming the store into an immersive fitness environment. Following the class, attendees enjoyed 40 minutes of exclusive shopping, special discounts, product demonstrations, and personalized styling from Fabletics associates. The activation generated immediate purchases, new Fabletics membership sign-ups, social content, and exposure to new customers. Its success led Fabletics and The Mat Club to activate together for a second event.

Activation Highlights

35–40 attendees introduced to the Lenox retail location
45-minute in-store Pilates experience
40-minute exclusive shopping window
Special discounts, styling, and product education
New Fabletics membership sign-ups and same-day purchases
Organic social content and customer exposure
Successful partnership repeated for a second activation

35–40

Attendees

Activation Formats

Choose how your brand moves with us.

From ongoing studio visibility to fully branded experiences, The Mat Club creates partnerships designed to place brands directly inside an engaged wellness community. These three activation formats define the kind of experience we build together.

The Mat Club Studio, Atlanta

Your brand, thoughtfully integrated into the everyday Mat Club experience.

01

Studio Brand Integration

Become part of the everyday Mat Club experience.

Your brand is thoughtfully placed inside The Mat Club studio, allowing members to discover and engage with your products during their regular wellness routines.

Potential inclusions

Product placement throughout the studio
Samples or products placed on mats
Branded hydration, recovery, beauty, or wellness stations
Product integration within select classes
In-studio signage and QR codes
Member offers or discount codes
Organic social inclusion
Recurring visibility over an agreed campaign period

Best for: Ongoing awareness, product discovery, sampling, and consistent access to The Mat Club community.

02

Signature Branded Experience

An original Mat Club experience created around your brand.

We develop a custom event inspired by your campaign, product launch, or brand story. The experience can carry your brand's name, incorporate your products throughout the class, and include dedicated content before, during, and after the activation.

Potential inclusions

Custom event concept and branded event name
“Presented by” or naming-rights integration
Product placement on every mat
Product sampling or demonstrations
Custom class format inspired by the campaign
Branded gifting and attendee touchpoints
Dedicated photo and video capture
Social promotion and event recap content
Creator or community amplification
Attendee registration and post-event follow-up
Optional vendors and complementary brand partners

Best for: Product launches, campaign moments, content creation, cultural relevance, social reach, and high-impact community engagement.

03

Destination Takeover

We bring The Mat Club community into your space.

The Mat Club transforms your retail store, showroom, venue, headquarters, hotel, or event space into an immersive wellness destination. The experience is designed to generate meaningful foot traffic while encouraging guests to explore your products, services, and environment.

Potential inclusions

On-location Pilates experience
Curated guest attendance
Guided product discovery
Shopping, styling, demonstrations, or consultations
Exclusive offers or purchase incentives
Direct engagement with brand representatives
Lead capture and attendee follow-up
Dedicated social and event content
Organic attendee-generated content
Optional gifting, refreshments, and wellness partners

Best for: Retail traffic, customer acquisition, lead generation, membership sign-ups, showroom exposure, and same-day sales.

Not sure which experience fits your goal?

Let's design a custom activation around your audience, campaign, and desired outcome.

Create an Activation

First, choose the type of experience. Then, select the level of brand ownership and amplification.

Partnership Levels

Choose your level of ownership.

Three levels of brand ownership — each engagement is tailored to your brand's goals and audience.

Community Partner

Get in the Room

• Logo placement at the event
• Social mention to 812K+ combined reach
• Product in gifting & goodie bags
• Post-event recap feature

Inquire

Signature Partner

Own the Experience

• Branded class, fully curated
• Dedicated content feature
• On-site product integration
• VIP & influencer invitations

Inquire

Title Partner

Name the Moment

• Event naming rights
• Premium placement throughout
• Full campaign content rights
• First right of refusal, next season

Inquire

Halani Lobdell holding an extended plank pose on a mat

The Space

The founder's practice

01 / 04

The Platform

Halani Lobdell & The Mat Club

Halani Lobdell is the founder of The Mat Club and a results-driven fitness expert known for transforming bodies through intentional movement and disciplined training. With a background in Fire Rescue — where she retired as a Battalion Chief — and years of experience in the fitness industry, she brings structure, precision, and purpose into every workout.

Specializing in glute development, sculpting, and high-intensity Pilates, Halani has built a reputation for delivering workouts that are both effective and elevated. Her method blends strength, control, and endurance — creating a signature experience that challenges the body while refining movement. What began as a class became a venue brands return to: a light-filled Atlanta studio designed to be transformed, and a community that shows up for the workout, for each other, and for the brands that become part of the experience.

Her audience and the studio's reach combine for more than 812,000 followers, giving partners a founder-led voice behind every activation — before, during and long after the day itself.

Atlanta

Home studio

812K+

Combined reach

Partnership Inquiry

Let's move together.

Tell us what you're launching and when. We'll come back with a concept, a date and a scope.

We turn movement into product discovery.

Three reasons brands keep coming back.

Community Access

Immersive Experiences

Content & Conversion

Verified impact

Four brands, four objectives.

Bloom & Balance

Maserati and Mats

Real Men Do Pilates

The Mat Club at Fabletics

How we activate

Brief & Objective

Concept & Curation

Fill the Room

Activate & Convert

Follow Through

Choose how your brand moves with us.

Studio Brand Integration

Signature Branded Experience

Destination Takeover

Not sure which experience fits your goal?

Choose your level of ownership.

Get in the Room

Own the Experience

Name the Moment

Halani Lobdell & The Mat Club

The Q4 calendar

Be Well Wellness Day

Home Depot Backyard

Spelman Homecoming

BMW Founder-Led Experience

Clark Atlanta Homecoming

ChangeHER Pilates

Lush Breast Cancer Awareness

Mat Club Friendsgiving

Falcons & Chiefs Suite

Twelve Days of Babes

Let's move together.

Take the full deck to your team.