Steady Revenue Increase through Major Membership Gains and Intro Offer Conversions
Matt Giannini, owner of The Studio Mill Valley, and his instructors!
A full email automation build, migration to Momence, new membership tiers and newsletters have helped monthly autopay revenue grow by 25%
The Challenge
The Studio Mill Valley is a yoga studio located in Marin, just north of San Francisco. From yoga classes to sound bath and sauna sessions, there is something to relax everyone.
When they came to Telomere, The Studio’s recurring revenue sales made up on average 60% of their total revenue each month. They were seeing a high number of clients choose “non-committal” options and wanted to increase memberships and overall revenue while reducing churn.
The Strategy
After carefully evaluating their pricing structure, existing memberships and upsell procedures, we developed and implemented a full-scale marketing strategy aimed at increasing the number of intro offer conversions to autopay. These automations upsell both existing clients and new ones to memberships. We then created a second round of automations to nurture those clients after they converted.
We conducted an in-depth evaluation of their client retention by assessing their key performance indicators and provided recommendations for what memberships to offer and other strategies to increase intro offer conversions. These findings were discussed with The Studio team on regular consulting calls.
The Result
Through a full suite of upsell and nurture automations, a new membership tier and increased intro offer conversions, The Studio saw its percentage of autopay increase from 60% of total revenue to over 80%.
The Studio has also doubled its number of active memberships since it started with Telomere, and increased its percentage of intro offer conversions to autopay by 25%. They also experienced their largest month in sales in business history in January.
Thank you for taking the time to read! For more valuable advice on enhancing your fitness studio's growth and marketing strategies read our blog and deep-dive into articles like “Upcoming Email Trends for 2024: What You Need to Know”.
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’re your partners in marketing, eager to chat. Book your no-cost introductory call here.