Retention by Design: How Yoga Deck Transformed Foot Traffic Into a Thriving Community
Adam Shevel, Owner of Yoga Deck
“We have been working with Telomere for over a year to help grow our yoga studio. The team has been amazing and instrumental in providing guidance, insight and tools to grow revenue, improve processes, structure services and to create marketing automations. Highly recommend them to up-level your fitness business.”
Through strategic pricing, membership offers, and automation, Yoga Deck built their community and their revenue, seeing results like:
Subscription revenue grew 23% over the year driving a meaningful increase in predictable profits.
The number of active members grew by 31% and remained at peak levels through the new year.
Overall revenue jumped 35%, with goals of seeing a similar increase in the coming year.
Strong Demand, Unpredictable Retention
Located in the historic and affluent Banker’s Hill in downtown San Diego, Yoga Deck had everything a successful studio needs: a beautiful brand, a gorgeous space, and classes that regularly filled up. But under the surface, the business model was missing a critical piece: most clients were engaging through drop-in visits and short-term class packs rather than committing as long-term members.
Studio owner Adam struggled with revenue predictability and retention. The pricing structure and onboarding journey weren't naturally guiding people toward continued membership. Instead, they were enabling one-time transactions that secured revenue but left community and culture floundering. The intro offer existed without a nurture process, functioning as a discounted trial rather than a true on-ramp to membership. If a guest wanted to return, class packs were priced so that they had an easy off-ramp away from recurring plans. On top of that, credit-based bookings from third-party vendors were filling coveted class spots. The result was high foot traffic with inconsistent monthly revenue.
Strengthening a Foundation that Scales
Telomere stepped in to support Yoga Deck by restructuring pricing architecture and client pathways from the ground up. Together, they designed a system built to support commitment and culture, not just bodies on the mat.
Repositioning the Intro Offer as a Bridge to Membership
The four-week intro offer had to be framed as the deliberate first step of the membership journey. Rather than a standalone product, it became a structured sequence personalized to ensure no new clients fell through the cracks. This also meant shifting the staff mentality from passive ("Do you want to book again?") to assumptive ("When do you want to come back?") for any new guest to the studio.
Redesigning Class Pack Structure
After evaluating Yoga Deck’s class packs, high-frequency packs were removed as they directly competed with recurring memberships options. Lower frequency options, like five and ten packs, were priced strategically to narrow the value gap between pack and membership tiers. By showing the greater value of memberships, it increased demand for clients who kept coming back.
Clarifying Membership Tiers and Pricing
Membership pricing needed a refresh to reflect what the studio was actually worth, with tiers aligned to match Yoga Deck's positioning in the market and against competitors in the area. A referral program was layered in at exactly the right moments in the client journey to let the community do what communities do best: grow organically.
Building an Automated Client Journey
Every new client deserved the same great experience and that can only be built through automation. Telomere designed an onboarding journey that guided people from first purchase to long-term membership through a series of intentional, automated touchpoints that felt personal, not robotic, weaving in team member tasks so as not to lose that bespoke touch. These systemic improvements eliminated guesswork for staff and inconsistency for guests.
From Good Studio to Setting the Standard in San Diego
In just 12 months, membership revenue grew by $57K and total year-over-year revenue increased 33%.
The numbers told a clear story: when the client journey is intentional and pricing reflects real value, people commit. Recurring membership revenue climbed as the intro offer began functioning the way it was designed to: not as a discount, but as an on-ramp. Clients who once would have cycled through class packs indefinitely are now finding a home in the studio as long-term members, developing a unique culture all their own.
Moreover, owner Adam now has a predictable revenue base, meaning his studio can plan ahead, invest in its people, and show up consistently for the clients who choose to stay.
A great studio deserves a business model that matches it. If you're ready to turn first-time visitors into lifelong members, Telomere can build the path to get you there. Book your free intro call, and, together, we’ll identify the gaps holding your studio back from reaching its full potential.
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Struggling to convert curious visitors into committed members? DM ‘STRATEGY’ to book a FREE INTRO CALL and and discover how the Telomere playbook for success can help you grow and thrive in today's competitive fitness landscape.Book your free intro call today and discover how the Telomere playbook for success can help you grow and thrive in today's competitive fitness landscape.