How Reforming Foundations Grew Intro Conversion From 28% to 49%

The Strategy: Rebuilding Pricing, Automation, and Brand Through Studionomics

Audit & Shared KPIs

We began by auditing every layer of the business: pricing, automations, marketing channels, sales workflows, team structure, and back-end systems. From this, we defined clear priorities: streamline offers, increase intro conversion, build automated client journeys, and create consistency across locations. We established shared KPIs and built a custom dashboard to track progress in real time. This tool allowed both our team and theirs to monitor growth, identify breakdowns, and make informed decisions quickly. Every initiative tied back to a unified goal: turn a loosely structured operation into a repeatable, scalable business model.

Pricing Restructure

One of the earliest priorities was pricing. At intake, the studio had a wide range of intro offers and memberships, many of which overlapped or created confusion for the team and clients. We restructured the offer menu, consolidating redundant options and creating bundled pathways that paired private sessions with equipment classes. We introduced a tiered membership model that was easier to understand, aligned with retention goals, and scalable across all locations. A key piece of this work was sunsetting a legacy pricing option that lacked structure and clarity. It made client behavior difficult to track, created uncertainty in forecasting revenue, and offered little control over usage or engagement. We replaced it with a time-bound, clearly defined offer that aligned with the rest of the pricing model. This made it easier for staff to communicate, easier for clients to understand, and scalable across all locations. We also supported the client communication strategy to ensure a smooth and confident transition.

Marketing Automation Rebuild

Next, we tackled their automation systems. With clearly defined customer journeys, their marketing automations were built from the ground up. Every message, both for email and SMS, was rewritten to better reflect the studio's voice, support engagement, and move clients toward meaningful action. Automations were structured to nurture leads, guide intro clients through their journey, re-engage drop-offs, and promote long-term commitment. These sequences were integrated with tracking tools so we could monitor outcomes and continue refining based on performance.

Brand Refresh & Website

At the same time, we crafted a brand refresh, introducing new fonts to revitalize the brand and give it a more modern look. We then designed and built a new website on Squarespace. The new site was built to convert leads more effectively, support the revised offer structure, and provide a digital experience that matched the quality of the in-studio experience. We created landing pages for intro offers, integrated clear calls to action, and aligned the messaging with the updated automation and marketing flow.

Paid Ads & Organic Social

To drive traffic, we ran paid ad campaigns across key platforms, wrote ad copy, directed creative, and guided organic social strategy. All content and outreach were designed to support the new pricing and sales funnel. Design decisions prioritized clarity and alignment between the offer, visuals, and tone of voice to create a seamless experience from first impression to first visit.

Team Accountability Systems

Internally, we introduced systems for manager and instructor accountability. We created a studio manager scorecard to support performance tracking and coaching. We rolled out a lead instructor evaluation process to align class experience and provide a framework for continued development. These tools were supported with hands-on training and implementation guidance to ensure they became part of weekly operations.

In-Person Studio Visit

We also conducted an in-person visit across their two locations. The goal of the visit was to assess execution in real time, reinforce expectations, and support the transition from individual effort to team-wide alignment. We met with the Reforming Foundations owner, observed the client journey, and provided strategic recommendations to strengthen decision-making and follow-through across the business.

Software Migration

As the foundational systems began to stabilize, we guided the studio through a software migration across both locations. This transition happened in the final phase of our engagement and was structured to support long-term scalability. We helped manage offer mapping, data transfer, and reintegration of automations and reporting, ensuring that their next platform was aligned with the operational structure we had already put in place.