Launching with Intention: How Soma Movement Created a Studio that Feels Like Home
Ashley Carson, Owner of Soma Movement
“Working with Telomere Consulting was one of the most steadying parts of launching my yoga and pilates studio. In a phase full of big decisions, unknowns, and self-doubt, their presence was consistently grounding and their advice always thoughtful and actionable. ”
Ashley launched Soma Movement with clarity, confidence, and a waitlist of ready-to-book clients. Thanks to intentional branding, pre-launch automations, and a membership-first pricing strategy, Soma saw:
45 intro offers sold within the first two weeks
21 clients converted to recurring memberships
70% of first visits retained
A seamless client experience from online discovery to in-studio connection
Turning a Felt Experience to a Studio Blueprint
Ashley had been practicing yoga for years and felt something was missing from the studios she had experienced. She envisioned a space that treated movement as a ritual and a return to self. A studio rooted in presence, depth, and connection.
When she came to us in March 2025, the concept had a name (She had already named it Soma Movement) and a clear vision for the experience. So we got to building, to turn her vision into reality.
We first tackled the brand, bringing it to life by creating logos, a color palette, and selecting fonts that would do her vision justice. Our work came to fruition beautifully (if we say so ourselves!), see below.
In addition to the branding, we designed and built the Soma website and the email & sms marketing automations. Parallel to the marketing, we got to work on building the business. Selecting a booking software, processes, systems, a class schedule and everything in between.
From services and class schedules to staff onboarding and studio policies, we were there to guide the decisions and build the systems that would allow Soma to open successfully, grow intentionally, and stay aligned with Ashley’s values.
Designing the Details, Honoring the Why
We partnered with Ashley to build Soma Movement from the ground up, starting with the heart of the brand. Together, we explored what she wanted clients to feel the moment they walked through the door — the sense of calm, spaciousness, and intention that would set Soma apart. From there, we shaped a complete brand identity, defining the studio’s voice, tone, and visual language in a way that captured her philosophy of movement as medicine.
View the website here.
The website became the first expression of that identity. Every detail was crafted to reflect the in-studio experience — clean design, thoughtful copy, and a layout that felt welcoming and effortless to navigate. We built dedicated landing pages designed to capture interest from early marketing campaigns, nurture leads toward booking their first class, and support ongoing education for new clients. It served as more than just a digital presence; it became the central hub connecting every part of Soma’s client journey, from discovery to first visit to long-term membership.
Once the brand and digital foundation were set, we guided Ashley through software selection and onboarding, ultimately implementing Momence as her operating system. We mapped every stage of the client lifecycle and designed custom automation flows to support it. Lead capture campaigns, intro offer nurture sequences, drop-off recovery messages, and member onboarding journeys were all built to feel personal while driving action. Win-back flows and autopay conversion strategies were layered in to ensure no lead or client slipped through the cracks, giving Soma a powerful, automated engine for growth that still felt aligned with Ashley’s authentic style of communication.
Pricing was another critical piece. We created a membership-first structure designed to reward consistency and long-term commitment. Each offer was deliberate — accessible enough to welcome new clients but built to reflect Soma’s values of regular practice and deep connection to the work being done in the studio. The model balanced client experience with revenue goals, providing a sustainable pathway to recurring membership growth from day one.
Operationally, we worked alongside Ashley on every decision needed to prepare for launch. We collaborated on the class schedule and naming conventions, ensuring each session was
positioned clearly while matching the tone of the brand. We advised on client-facing policies, including booking rules, cancellation windows, and no-show management, to create clarity and fairness from the start. We supported staff structure and hiring, built onboarding systems, and provided a framework for instructor training and expectations so the team could deliver a consistent, high-quality experience. A referral program was set up and tied directly into the automations, giving early members the tools to help Soma grow organically through word of mouth.
Rather than focusing on high-profile events or a one-time marketing push, our approach was to build a studio prepared for steady, sustainable growth. Every system, message, and offer was crafted with care so that Soma could open with confidence, operate seamlessly from day one, and evolve in a way that always stayed true to Ashley’s vision.
Seamless, Soulful, and Already Scaling
Lead Generation: Website and Waitlist
From the moment Soma’s website went live, it was designed to do more than serve as an online presence. It was built to capture interest and build momentum ahead of opening day. A dedicated lead capture feature was placed strategically across the site, making it effortless for locals to register for early access. Visitors could explore Soma’s philosophy, review class styles, and see founding pricing, while clear calls to action guided them toward signing up. By the time the first classes were on the schedule, Soma already had a pool of prospective members ready to engage.
Conversion Systems: Automations and Founding Pricing
Every lead from the website or early outreach was immediately entered into a structured automation flow inside Momence. The pre-opening email sequence introduced Ashley’s story, prepared clients for their first class, and highlighted limited founding membership spots. The pricing strategy, built to reward consistent practice, gave prospective members a clear reason to commit before they ever walked in the door. These systems captured attention, provided education, and prompted action consistently without requiring manual follow ups.
Early Traction, Client Experience, and Ongoing Support
By opening week, classes were already filling from early interest generated through the website and automations. In the first two weeks, Soma sold 45 intro offers, converted 21 clients into recurring memberships, and retained 70 percent of first visits. New members described the experience as seamless, from discovering the studio online, to receiving thoughtful emails, to stepping into their first class. The groundwork gave Ashley a calmer, more confident launch experience, knowing every detail of lead capture and conversion was running smoothly.
We remain closely involved as Soma grows, providing strategic support across pricing, scheduling, instructor development, marketing planning, and operational systems to ensure the studio continues scaling with strength and clarity.
“From pricing and scheduling to refining my offerings and trusting my vision, I felt guided through this chapter with more clarity and insightful advice. I’d wholeheartedly recommend Telomere Consulting to any studio owner or wellness entrepreneur who’s craving both structural support and a team that truly has their back in business.”
Interested in discovering what's possible before you even open your doors? Our signature Studionomics Launch service provides the clarity, strategies, and support you need to ensure your opening is groundbreaking. Book your free intro call today to launch the studio of your dreams!
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