Building Momentum from Day One: How The Press Pilates Launched with Precision
Courtney & Devin Thomas, Owners of The Press Pilates
With Telomere’s guidance, the launch of The Press Pilates was met with huge wins:
90-minute founding membership sellout: a testament to strategic pre-launch marketing and pricing that created urgency and excitement
65% studio capacity in month one with waitlisted classes, proving the power of optimized scheduling and strong demand generation
85+ intro offers sold in month one, fueled by targeted marketing and a seamless booking experience
High intro-to-membership conversion rates with 140 members by the end of month two, driven by strategic automation sequences that guide clients naturally toward commitment
Starting Strong with Strategic Systems
Owned by Courtney and Devin Thomas, The Press Pilates is a boutique reformer Pilates studio located in Sumner, Washington. With a passion for creating an elevated wellness experience rooted in community, 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.
Precision Planning Meets Purposeful 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.
A Launch that Exceeded Expectations
The Press Pilates didn't just open — they 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.
Smart Systems = A Spectacular Launch
The Press Pilates' story proves that when you combine strategic planning, smart systems, and intentional automation, you can launch not just successfully, but spectacularly.
From sold-out founding memberships to waitlisted classes and glowing reviews, The Press built momentum from day one — and positioned themselves for sustainable, scalable growth from the very start.
Ready to launch with confidence? Telomere gets it. We’re here to optimize, automate, and help you prepare for scalable growth. Let’s get started on the studio of your dreams.
Looking to launch? 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.
