Maximizing Loyalty with Revamped Memberships
Talitha Franggos & Genevieve Hoellrich, Owner of Humble Warrior Power Yoga
This multi-location yoga studio saw a 27% increase in recurring revenue in less than 4 months with a thoughtful pricing revamp and revitalized marketing strategy.
The Challenge
Owners, Genevieve and Talitha had very quickly expanded from a single location to three locations without having a clear pricing or marketing strategy in place. Although they knew clients loved their services, they also were unsure what to focus on to really grow their customer base.
The Strategy
After analyzing their KPIs, we established that they needed to revamp their pricing model to accommodate a wider variety of clientele. This entailed adding new membership offerings and moving away from selling larger class packs. In addition, we found that their sales were often sabotaging their membership drive efforts, so a more thoughtful sales strategy needed to be implemented. Finally, with all of their grown a clear marketing plan needed to be created that focused on key areas of need—nurturing existing clientele, bringing in the new studios into the mix, and encouraging new clients to join in the fun at Humble Warrior!
The Result
In four short months, we have seen a significant increase in memberships with clients choosing more consistent pricing options that align to their needs. In addition, with the implementation of email marketing automations and a clear email marketing and social media marketing strategy, their overall retention has significantly grown—first visits with no return decreased from 60% to 30% in just four months.
If you’re curious if outsourcing your marketing is right for you, read our blog and deep-dive into articles like “Why Fitness Studios Should Consider Outsourcing their Marketing.”
Eager for more? At Telomere Consulting, we offer specialized boutique fitness business consulting and marketing services aimed at the boutique fitness and yoga markets. From strategy development to execution, we are your partners in marketing, eager to chat. Book your no-cost introductory call here.
