FORM founder Sami Clarke shares how movement, mindset and connection are driving the brand forward
Sami Clarke’s journey into fitness started early, with movement acting as a personal refuge. “Fitness has always been such a grounding part of my life,” she said. “It was my therapy, my structure and my safe place during so many transitions starting at a young age.”
That foundation ultimately inspired her to build FORM, a digital fitness platform focused on intentional movement, functional strength and sustainable wellness routines.
Launched with a vision to create something “bigger than myself,” Clarke designed FORM to help women feel good in their bodies and confident in their lives. Today, the platform offers hundreds of guided workouts, targeted programs and mindset resources and has become a go-to for women looking for results without burnout.
Clarke sat down with Athletech News to share how FORM is evolving, what makes its approach stick and what’s next in 2025 and beyond.
Athletech News: What inspired you to create FORM?
Sami Clarke: I started my career in the wellness space through content and training and over time, I realized I wanted to create something bigger than myself. FORM was born out of a desire to share that feeling of strength and clarity with as many women as possible. I wanted to build a platform that went beyond the physical, to help women feel good in their bodies and confident in their lives.
ATN: The FORM Method has resonated with thousands. How do you describe it and why do you think it sticks?
SC: The FORM Method is about working smarter, not harder. It’s about honoring your body while still challenging it through intentional movement, proper form and consistent practice. My sweet spot is a 30-minute workout—that’s all you need to feel your strongest. A lot of our members are busy and navigating different seasons of life. They want something sustainable that actually delivers. FORM is empowering and I think that’s why it resonates.
ATN: FORM has long included strength training. How do you help members build confidence with weights?
SC: Strength training has always been my go-to form of movement. Our programs are designed to remove the intimidation factor. We always bring it back to how you feel in your body. It’s about more than muscle—it’s about inner confidence, too. Whether someone is at home or in the gym, we want them to feel equipped and empowered.
ATN: Community seems central to FORM. How do you build meaningful connection in a digital space?
SC: Community is everything to us. From day one, I wanted FORM to feel like a space where women felt seen, supported and celebrated. We create that through daily check-ins, live events, community walks, challenges and our city-specific WhatsApp groups. Our community leads also play a huge role in sharing the FORM mission locally. And we’re always listening—what our members are loving, asking for, or needing more of. That ongoing dialogue is what turns this into more than just a workout app.
ATN: You’ve launched specialized programs like Bridal Sculpt and the Pregnancy Series. What guides the development process for these?
SC: It always starts with listening. We have such open communication with our community—whether that’s in our DMs, on Instagram, or in 1:1 live chats. When we hear consistent feedback or requests, that’s a signal. From there, we design programs that are both elevated and accessible. We also bring in outside experts who align with our mission, like Roxie Nafousi and Niki Novo, to make the experience even more impactful.
ATN: As you expand your team, what do you look for in new FORM trainers?
SC: Our trainers are an extension of the brand, so alignment is essential. We look for women who are technically skilled but also deeply care about people. There has to be heart. We want trainers who live what they teach, who can hold space for our members and who bring creativity and energy to the platform while staying grounded in our shared mission.
ATN: FORM includes nutrition and mindset content alongside fitness. How do you balance these elements?
SC: We never wanted FORM to be just a workout app. We believe transformation comes from addressing the whole self—movement, mindset and lifestyle. Nutrition is a big part of that. We work with registered dietitians to develop realistic, non-restrictive guides and recipes that support our members. Our goal isn’t perfection—it’s sustainability. We always check in to make sure we’re helping, not overwhelming.
ATN: What’s keeping you grounded as a founder and what can we expect from FORM in 2025?
SC: I stay grounded by remembering why I started—helping women feel confident and connected in their bodies. That mission is still at the core of everything we do. I also make time to refill my own cup, whether that’s unplugging, moving my body, or spending time with my people.
For 2025, it’s all about expansion with purpose. We’re planning more in-person events, new workout programs, deeper education through masterclasses and continuing to grow FORM as a lifestyle brand. We want to support women in every season of life—not just with fitness, but with tools that help them feel whole.
