How The Press Pilates Sold 55 Founding Memberships in 90 Minutes Before Opening Day
Reformer Pilates Studio Launch
Founding Membership Sellout
First-Time Studio Owner
FITNESS STUDIO CONSULTING
“Hiring Telomere was truly the best decision we made. From day one, they were with us every step of the way, answering every question and guiding us through each decision with clarity and care. We have had full classes and a robust community since opening, something we couldn’t have imagined without their support and expertise. We are incredibly thankful to the Telomere team in our corner”
— Courtney Thomas, CO-Owner OF THE PRESS PILATES
REFORMER PILATES studio launch
Telomere partnered with The Press Pilates in Sumner, Washington, to work on their launch through pricing strategy, software selection, hiring support, and automated email marketing.
55
founding memberships sold in 90 minutes.
65%
studio capacity in month one with waitlisted classes
85+
intro offers sold in the first month.
5
additional weekly classes added within 5 weeks of opening.
the telomere effect
Our Strategy for Launching with Founding Membership Momentum
01
The Challenge: Launching a Reformer Studio Without a Roadmap
Owned by Courtney and Devin Thomas, who are both Sumner locals, The Press Pilates is a boutique reformer Pilates studio. With a passion for creating an elevated wellness experience rooted in community and precision, the owners knew they wanted to build something special, but they needed a roadmap to bring their vision to life.
With just three months until launch, The Press Pilates came to Telomere looking for comprehensive guidance. They weren't just seeking advice on one piece of the puzzle; they needed support across every critical area: business planning, studio buildout, software selection, pricing strategy, hiring, marketing, and more.
The challenge was clear: how do you set up a brand-new studio for immediate and sustained success while building the systems that would support long-term growth? Without the right foundation in place, even the most beautiful studios can struggle to convert excitement into revenue, retain clients, or scale operations efficiently.
The Press Pilates needed a launch strategy that would not only generate buzz and fill classes from day one, but also establish automated communication flows that could nurture clients at every stage, from pre-launch interest to loyal membership.
The Strategy: Founding Membership Pricing, Studionomics-Backed Systems, and Full-Funnel Automation
Our team took a full-spectrum approach, building The Press Pilates from the ground up with intention at every step.
Business Foundation & Buildout
We developed a comprehensive pricing model designed to balance accessibility with profitability, including a strategic founding membership sale to drive early momentum and build a committed community base. After evaluating software options, we selected Arketa as the booking platform and built out the complete customer journey within the system. We also analyzed the studio space and identified an opportunity to add one additional reformer, maximizing both capacity and revenue potential.
Operational Systems & Hiring
We created a full class schedule optimized for launch, mapped out a hiring strategy, and supported Courtney and Devin through critical hiring decisions to ensure they built a team aligned with their brand values and teaching philosophy.
Pre-Launch Marketing & Communication
We developed a complete pre-launch marketing plan designed to generate anticipation and drive conversions before the doors even opened. This included a full email marketing suite with automated flows tailored to every touchpoint in the client journey:
Pre-Sale Communication for founding members, keeping them engaged and excited leading up to the Grand Opening.
New Client Welcome Flow to introduce The Press experience and guide clients through their intro offer.
Intro Upsell Sequence strategically designed to convert trial clients into committed members with personalized messaging and timely prompts.
Each automation was carefully timed and crafted to reflect The Press Pilates' brand: warm, welcoming, and results-driven. The goal was to ensure that every client felt supported from their very first interaction, creating a seamless experience that extended beyond the studio floor.
02
03
The Result: A Launch That Exceeded Expectations
More than having their opening, The Press Pilates exploded onto the scene with results that set the tone for long-term success.
Founding Membership Sale
55 founding memberships sold in just 90 minutes, creating an instant community and locking in committed revenue from day one.
First Month Performance
Studio capacity averaged around 65% with several waitlisted classes, demonstrating strong demand and effective scheduling.
More than 85 intro offers sold, bringing a steady stream of new clients into the studio.
High conversion rates from the intro upsell sequence, with trial clients moving seamlessly into memberships.
Rapid Growth & Expansion
Within just five weeks of opening, demand was so strong that The Press added five additional classes each week, with plans to continue expanding the schedule over the coming months to meet growing interest.
Client Experience & Feedback
The response from clients has been overwhelmingly positive, with testimonials reflecting the quality of the experience and the power of strong first impressions:
"My class was fabulous! It was my first ever Pilates & Zoe was incredible! Can't wait for my next one 🙂"
"Loved it! Can't wait come back"
"Hi!! Oh my goodness I loved it so much! The perfect start to my morning :) I'm already trying to convince my mom to come along and try. Can't wait for my next class! Thank you so much!!"
Operational Efficiency
With automated communication flows in place, The Press Pilates team can focus on what matters most: delivering exceptional classes and building community, while their marketing system works seamlessly in the background to nurture, convert, and retain clients.
Launch with confidence with Telomere’s specific studio strategy.
We’re here to optimize, automate, and help you prepare for scalable growth.
We've helped countless studios open their boutique fitness businesses through proven marketing strategies, studio consulting, and comprehensive studio growth solutions.
Book your free intro call today to learn how Telomere can help your studio be destined for success, right from the start.