For yoga, pilates & fitness studios
They decide to join at nine at night
Nobody signs up on a Tuesday afternoon. They decide on the couch at nine, open three studio websites, and go with the one that answers them. Formala answers on your website, works out what they're actually after, and hands over the booking page for a first class while they still mean it.
30-day trial, no card. One line of script on the site you already have.
Sound familiar?
The desk is not always staffed
Teaching a class, resetting the room, or closed. The questions keep arriving anyway, and most of them arrive after nine.
Three answers are the whole decision
What does membership run, am I tied into anything, and can I try a class first. Those three are sitting on a pricing page nobody scrolled far enough to reach.
A first class that never gets booked
They say they'll come by. Nothing goes in a calendar, nobody follows up, and the intention quietly dies over the weekend.
What Formala does about it
Answers at nine at night
Membership options, whether there's a contract, class times, what a first class is like, whether beginners are welcome. It answers from what you've told it, and says it doesn't know rather than guessing.
Books the first class while they mean it
As soon as somebody is interested it hands over your booking page for an intro session, instead of asking them to remember to come by.
Tells you who walked up to the line
The ones who asked and didn't book arrive in your inbox with what they asked about, so a follow-up can be specific rather than a cold hello.
What lands in your inbox
Not a name and a phone number.
Formala pulls the conversation apart into the fields you asked for, so the thing that reaches you is something you can act on without reading a transcript.
- Interest
- Beginner intro class
- Prefers
- Evenings
- Name
- Devon Ashby
- Phone
- 615-555-0126
A scripted example, not a real inquiry. Your fields are yours to choose.
Questions fitness studios ask
- Will it tell people what membership costs?
- Only what you give it. If you publish your tiers it quotes them exactly. If you'd rather people come in first, tell it that, and it will say pricing gets covered at the intro session and book the intro session instead.
- Can it sign somebody up?
- It hands over to whatever you already use to take bookings or payments. Formala's job is the part before that: answering the thing that was stopping them, and getting them to the link while they still want to go.
- Can it handle our class schedule?
- It answers from what you tell it, so a fixed weekly timetable works well. If yours changes often, point it at your schedule page rather than pasting times in, so there's only one place to keep up to date.
- What if somebody asks about an injury?
- It doesn't give medical advice, and it shouldn't. It takes the detail down, says an instructor will go through it before their first class, and flags it for you.
- Do I need a new website?
- No. One line of script on the site you already have. It sits in the corner, or right inside your timetable page if you'd rather.
The chat in the corner is live, not a screenshot. It is Formala's own assistant answering questions about Formala, which is the same software your visitors would be talking to about you. Ask it what it says when it doesn't know the answer to something.
How it works
From nothing to live in three steps.
No IT department required. Formala is built for contractors, studios, clinics, agencies, and realtors. Every small team whose next customer starts as a website visitor.
Build it in two minutes
A guided wizard drafts your greeting, the openers visitors can tap, your questions and your FAQs, tuned to your business. You pick a persona and a voice, then tweak anything you like.
Paste one line
Drop a single script tag on your site. That's the whole install. WordPress, Webflow, Shopify, or hand-written HTML.
<script data-form-id="frm_a1b2c3d4" />Get real leads
Formala greets visitors, presses for specifics, and hands you a structured lead in your dashboard and inbox.
…and this is what you wake up to.
Not transcripts to read. Leads to call. Every conversation arrives named, categorized, prioritized, and summarized.
Dashboard
Leads
2 new leads waiting · 1 marked high priority
- 2m ago
Wedding for 120 guests in June, budget around $8k. Wants a call this week.
Priya ShahEventsHigh priority
- 1h ago
Website redesign with a Q3 launch, budget around $30k. Ready to scope.
Marcus LeeSales
- 3h ago
Asked for a balayage on Saturday morning and left a number to confirm on.
AnonymousBooking
- Yesterday
Bathroom remodel, roughly $15k, hoping to start next month.
Sam RiveraSales
Pricing
Simple pricing. Every core feature included.
Start with 30 free conversations over 30 days, no card. Every plan has every core feature. Bigger plans add volume, and Growth and up learn from real chats, Pro adds the AI follow-up engine, and Business adds auto-sent replies plus seats for your team. How billing works →
Growth
$39/mo
400 conversations / month
about 10¢ per conversation
- Every core feature
- Learns from real chats
- Team seats
Pro
$79/mo
1,000 conversations / month
about 8¢ per conversation
- Every core feature
- Learns from real chats
- Team seats
- AI follow-up engine
- Send from your own domain
Business
$149/mo
2,500 conversations / month
about 6¢ per conversation
- Every core feature
- Learns from real chats
- Team seats
- AI follow-up engine
- Send from your own domain
- Auto-sent AI replies
And it never switches off
$0 a monthNo card to start. Your first 30 conversations are answered by the AI, over 30 days. After that the AI stops answering and the rest of it keeps working, for nothing, for as long as you like, carrying a small “Powered by Formala” line that any paid plan removes.
- The contact formThe widget falls back to your own form, so a visitor who wants to reach you still can, and the lead still lands in your inbox.
- Direct messagesVisitors can still leave a message for you or for a named person on your team, and reply to yours from the same thread.
- BookingYour booking page keeps taking appointments, with the reminders and the calendar sync that go with them.
Add voice: let visitors talk to it out loud
A microphone in the chat. Visitors speak instead of typing and hear the answer back, and you get the same transcript and the same lead as any other conversation. Works with any plan, on as many forms as you like.
$59/mo200 spoken minutes a month
Not sure what something does? Every feature, explained in plain English →
Every plan starts with a free 30-day trial: no card required, cancel anytime. If Formala catches one job you'd have missed, it's paid for itself.
Priced for small businesses, not enterprises.
You get the qualifying, structuring, and follow-up you'd expect from tools that cost far more, at pennies per conversation.
| Formala | A plain contact form | Chat / chatbot suites | |
|---|---|---|---|
| Turns vague visitors into qualified leads | — | Limited | |
| Clean, structured leads, no transcripts to read | Limited | — | |
| Answers 24/7 and follows up on its own | — | Limited | |
| Live in minutes. One line, no code or setup fees | Limited | — | |
| Your brand, no “powered by” badge (any paid plan) | Limited | — | |
| Typical cost | From $19/mo · ~6–13¢ a chat | Free, but converts like a form | ~$30–130/seat + ~$1 per AI chat |
You pay less at every size
| Chats / mo | A comparable AI form tool | Formala |
|---|---|---|
| 250 | $59/mo | $39/moGrowth · 400 included |
| 500 | $98/mo | $79/moPro · 1,000 included |
| 2,000 | $330/mo | $149/moBusiness · 2,500 included |
Up to ~2.5× cheaper per conversation, and it does more.
Other tools' prices reflect major providers' publicly listed rates (AI form tools by conversation tier; live-chat suites per seat plus a per-AI-answer fee) and may change, so compare current plans before deciding.
Stop losing the visitors who almost reached out.
Set Formala up in the time it takes to read this page.
Start free for 30 daysNo card required · cancel anytime · your data stays yours