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 whichever one replies. Yours can be the one that replies at nine: Formala works out what they are actually after and hands over the booking page for a first class while they still mean it.
Free plan, no card, no clock. 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.
- Does this mean rebuilding the 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.
10 conversations a month free, no card. The free plan keeps a small “Powered by Formala” line on the widget, and any paid plan removes it. Every plan has every core feature. Bigger plans add volume, and then Starter adds your own help center and learning from real chats; Growth adds team seats; Pro adds the AI follow-up engine and sending from your own domain; Business adds auto-sent AI replies. How billing works →
Free
$0/mo
10 conversations / month
no card, ever
- Every core feature
- Formala badge stays on the widget
Starter
$19/mo
150 conversations / month
about 13¢ per conversation
- Every core feature
- Your own help center
- Learns from real chats
Growth
$39/mo
400 conversations / month
about 10¢ per conversation
- Every core feature
- Your own help center
- Learns from real chats
- Team seats
Pro
$79/mo
1,000 conversations / month
about 8¢ per conversation
- Every core feature
- Your own help center
- Learns from real chats
- Team seats
- AI follow-up engine
- Send from your own domain
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 on the free one: 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 a month |
| 500 | $98/mo | $79/moPro · 1,000 a month |
| 2,000 | $330/mo | $149/moBusiness · 2,500 a month |
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.
Also worth reading
Stop losing the visitors who almost reached out.
Set Formala up in the time it takes to read this page.
Start freeNo card required · cancel anytime · your data stays yours