How Moxie Fitness Grew Memberships by 37% with Lifecycle Automations
Pilates Studio Retention
Recurring revenue Growth
Established Studio Owner
LifeCyle Automations
Pilates studio Conversion
Telomere built a lifecycle automation system for Moxie Fitness, centered on a curated customer journey, that helped convert new Pilates clients into members at a 43% rate and increased the West Virginia studio's loyal members.
37%
growth in active memberships
43%
intro-to-unlimited AutoPay conversion
21%
year-over-year revenue growth
the telomere effect
How We Built an Automation System That Turned Intro Clients into Loyal Members
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The Challenge: Changing Manual Follow-up to Structured Systems Without Losing the Human Touch
Moxie Fitness had built a strong studio community and a loyal client base, but the business needed more structure around lead follow-up, client retention, membership conversion, and ongoing engagement. The journey from a first interaction or introductory offer to a consistent, long-term relationship with the studio had room to be more intentional.
Many processes also relied heavily on manual follow-up. That made consistency harder to maintain and added to the day-to-day workload of the team. Moxie wanted to automate where it made sense, and to understand its data well enough to use key performance indicators when making decisions about revenue, memberships, attendance, retention, scheduling, and programming. Looking further ahead, the studio wanted stronger systems and operations to support long-term growth, including new revenue opportunities and events.
The Strategy: Connecting the Client’s Pilates Journey to a Foundational Communications Strategy
Telomere approached Moxie's growth in three phases: build the foundation, connect the client journey, and keep optimizing through ongoing consulting. Together, these phases moved the studio from basic follow-up to a full lifecycle system covering acquisition, conversion, retention, and re-engagement.
Phase 1 — Build the foundation
The work began with an audit of Moxie's existing Momence automations to find the gaps across the client lifecycle. From there, Telomere built new sequences at each touchpoint in the client lifecycle. The goal was conversion and retention: turning first-time customers into studio members, and creating experiential touchpoints that keep them coming back. These created clearer pathways based around what we already knew about Moxie’s client behavior, meaning new and existing students felt guided and supported no matter where they fell in the funnel.
Phase 2 — Connect the client journey
In the second phase, the focus shifted to making communication more responsive to what clients were actually doing. Telomere developed behavior-based messaging tied to visit frequency, purchase behavior, and client status, and added targeted touchpoints after key intro visits to encourage continued attendance and membership conversion. Follow-up sequences for expiring class packs created a natural opportunity to move clients into memberships. Because Moxie operates without a front desk, Telomere also established instructor-facing processes to strengthen the first-timer experience.
Phase 3 — Optimize through ongoing consulting
The third phase kept the system improving. Twice-monthly consulting calls gave Moxie a regular chance to review revenue, membership growth, utilization, first-visit retention, intro retention, and intro-to-membership conversion, and to adjust based on what the data showed. The automation ecosystem kept growing to include milestone messaging, membership upsell and downsell flows, win-back and save sequences, referral campaigns, event follow-up, and seasonal campaigns. Telomere also developed systems around the All Access pass and other evolving membership and package structures as Moxie's offerings evolved.
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The Results: New Client Conversion and Membership Growth
New client offers converted strongly into recurring memberships. Unlimited AutoPay conversion reached 43% for the New Client Special and 29% for the Pilates Equipment intro.
Active memberships grew roughly 37% over the course of the engagement, and membership revenue rose alongside that growth. Overall revenue also finished 21% higher in September 2025 than in September 2024. Studio utilization stayed consistently strong, reaching 80% in January 2026 and holding at 78% through mid-March.
Beyond the numbers, the more robust lifecycle automation system now supports acquisition, conversion, retention, re-engagement, referrals, and long-term membership growth. The result is a stronger foundation for sustainable revenue, with much less reliance on manual client communication and follow-up.
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