How OLI Yoga & Pilates Tripled Membership and Lifted Retention to 82%
Yoga & Pilates Studio Growth
Membership & Retention
FIRST-TIME Studio Owner
Fitness Studio Consulting
“As a first-time boutique studio owner, so much of the path is unknown. The Telomere team completely changed that. They bring real expertise, clarity, and actionable guidance specifically for boutique studio owners, not generic advice, but strategies that actually move the needle! Within our first few adjustments, we started seeing real improvements. If you're a studio owner trying to figure it out, Telomere is the answer.”
— Andrea Casco, Co-Owner of OLI
Membership & Retention Turnaround
Telomere partnered with OLI Yoga & Pilates in Toronto to rebuild their membership conversion and redesign pricing and offers. We also reduced ClassPass dependency and put Studionomics-driven KPI reviews in place.
Nearly 3x
growth in active membership, up from under 20 members at the start of the engagement
57%
increase in class utilization, up from the low 30s
82%
first-visit client retention, well above industry benchmarks
2x+
increase in membership revenue, plus new revenue streams added to the mix
the telomere effect
How Telomere Helped OLI Yoga & Pilates Turn Data Into a Repeatable Growth System
01
The Challenge: A Beloved Yoga & Pilates Studio With No System to Convert Community Into Membership
When OLI Yoga & Pilates came to Telomere, it had many of the staples of a successful boutique fitness studio: a strong brand identity, a passionate founding team, and a connection to its community. What it lacked was the operations and marketing to translate into sustainable growth. Membership was thin at under twenty active members, class utilization hovered in the low thirties, and new clients were coming through the door but not signing on for long-term memberships.
The issues went beyond any single metric. ClassPass generated steady revenue but nearly zero guests became members. Class packs were just as attractive as membership, giving clients low-commitment options first. The schedule didn't reflect demand, and there was a lack of follow-up once a new client walked out the door. Most importantly, the team had no framework to connect what these numbers were saying to what they should actually do about it.
The Strategy: Membership Conversion, Pricing Redesign, and KPI Review
Telomere brought a structured process for identifying where the business was losing ground and a clear prioritization of what to address first.
Membership conversion was the most pressing issue. New clients were arriving but not staying because the path from first visit to committed member was unclear. Telomere worked with OLI to redesign the new client experience and ensure the right offer was reaching the right person at the right moment in their journey. Closely tied to this was pricing and offer structure, which was steering clients toward lower-commitment options. Telomere helped OLI reframe its offerings so that membership became the natural, obvious choice.
ClassPass presented its own challenge. It was generating revenue, but not the right kind. It attracted a high volume of clients but very few pathways to direct membership while undermining the perceived value of OLI's own offerings. Telomere guided OLI through a deliberate, phased approach to reducing that dependency without sacrificing short-term stability.
Underpinning all of this was the data. OLI could see the numbers but wasn't using them to drive decisions. From understanding schedule demand to aligning pricing options, Telomere helped OLI understand how to use key performance indicators, based in our Studionomics approach, to review and connect what the metrics were saying to what the business should do next.
Finally, Telomere helped OLI look beyond their studio floor entirely, developing a retreat program from concept through financial modeling and marketing strategy that reflected a strong step toward a diversified and resilient business.
02
03
The Results: Active Membership Nearly Triples, Retention Reaches 82%
The results OLI achieved were the compounding effect of getting the fundamentals right and staying the course long enough for them to take hold. Active membership nearly tripled. Class utilization climbed from the low thirties to a peak of 57%. First-visit retention reached 82% which is well above industry benchmarks. Membership revenue more than doubled, and new revenue streams that didn't exist at the outset began contributing to the studio's overall mix in a real way. Andrea and Mildret moved from reacting to their business to understanding it and having systems in place designed to make improvement predictable leading to lasting results.
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