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Feel Better Pilates

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Feel Better Pilates aims at wellness-aware professionals, aged between 28–50 years, predominantly women and non-binary individuals. These individuals value inclusivity, autonomy, emotional wellbeing, and integrity, and are willing to pay for long-term health services that provide stress relief.

Audience Type

  • B2C
  • Wellness-focused professionals

Needs – Primary Buying Considerations

  • Inclusive and autonomous services promoting long-term health
  • Emotional wellbeing and stress relief

Demographics

  • Age Range: 28–50
  • Gender: All genders, strong presence of women and non-binary folks
  • Geography: Australia
  • Income Level: $80K–$180K/year
  • Profession: Professionals in education, health, creative industries, or public service, in mid-level to senior roles

Psychographics

  • Lifestyle: Busy professionals seeking stress relief
  • What they value: Inclusivity, autonomy, emotional wellbeing, purpose over performance
  • Pain Points: Rigidity, judgment, confusing restrictions on booking and up-sells
  • Buying Behavior: Influential in household decisions, willing to invest in beneficial health services

2. My Message to My Target Audience

Refined Elevator Pitch

  • Feel Better Pilates empowers busy individuals with sustainable movement habits through inclusive, all-access Pilates experiences, so they can regain strength, alleviate stress, and feel more like themselves again.

Understanding Their Pain Points

  • Stress from challenging workloads and demanding schedules
  • Struggling to find a consistent, flexible workout routine
  • Existing fitness options feel intimidating, rigid, or non-inclusive

Transformation

  • Rebuilding strength and relieving stress through consistent movement
  • Feeling emotionally and physically reconnected with their bodies
  • Finding a supportive, inclusive fitness community that respects life's realities

Unique Selling Proposition (USP)

  • Unrivaled freedom with all-inclusive access to any class, anytime
  • Real-life inclusivity beyond marketing: this is a safe place for all bodies
  • Our feel-first philosophy focuses on emotional and physical wellness, not just performance

Brand Values & One-Liners

  • "Move freely, feel better: that's our Pilates promise."
  • "Fitness for real life: flexible, inclusive, empowering."
  • "Ditch the rigidity—welcome to wellness that works for you."

Tone

  • Our voice embraces warmth, inclusivity, and professional expertise. We aim to make every client feel recognized, respected, and inspired to pursue their wellness journey without fear or judgment.

Hero Text Idea

  • Flag Text: "Feel Better Pilates - Australia"
  • Main Headline: "Empowering Movement for a Stronger, Stress-Free You"
  • Sub Headline: "Create consistent wellness habits with our inclusive Pilates classes. Get strong, relieve stress, and move pain-free—on your own terms."
  • CTA: "Book Your Class Today"

3. The Media I Will Use to Reach my Target Market

Website

  • Website built on Squarespace
  • Track conversions: memberships sales, class bookings
  • Focus on mobile-based design due to target audience's professional and on-the-go lifestyle.

Social Media

  • Instagram: Daily posts featuring classes, student highlights, educational content
  • Facebook: Share blog posts, event updates 2-3 times a week
  • LinkedIn: Share industry related content, studio updates weekly for professionals.

Paid Advertising

  • Facebook and Instagram ads targeting wellness-conscious professionals aged 28-50.
  • Google Ads targeting keywords related to Pilates and wellness in Australia.

Content Recommendations

  • Blog topics: Pilates benefits, successful student stories, health and wellness tips

Podcasts

  • Partner with health and wellness podcasts like 'The Wellness Couch' and 'The Wellness Mama Podcast' for guest appearances.

Directories

  • List on local directories like 'White Pages' and 'Yelp'
  • List on industry directories such as 'Pilates Industry Association'

Publications

  • Aim for features in local newspapers or magazines like 'The Sydney Morning Herald' and 'WellBeing Magazine'.

Partnerships & Outreach

  • Partner with local health clinics, hospitals for referral partnerships
  • Outreach for guest talk at local events, wellness festivals

SEO and Content

  • Develop a blog strategy focused on wellness, benefits of Pilates, and stress management.
  • Target locally relevant keywords for organic visibility.

Offline and Local Media

  • Sponsor local wellness events and marathons
  • Direct mail to local residents offering trial classes or discounts

Online Events

  • Host webinars on stress management through Pilates, benefits of consistent workouts

Online Networking

  • Engage in online wellness groups and forums like 'Better Health' and 'Health Forums'.

Cold Outreach

  • Email outreach to local businesses for corporate wellness collaborations.
  • Target schools, hospitals, govt offices.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Pilates Posture Assessment via questionnaires
  • Free Beginner's Guide to Pilates eBook exploring its benefits
  • Free at-home Pilates workout video for stress relief

Tripwire Offer

  • Special new member intro class package
  • Discounted one-on-one session with a trainer for personalized routine

Welcome Sequence

  • Welcome email introducing our inclusive philosophy, instructor profiles
  • Follow-up email showcasing testimonials of diverse clients
  • Mini-series of emails offering tips for sustainable wellness habits, overcoming common stresses

Segmentation

  • Separate CRM lists for new leads, one-time clients, and long-term members
  • Segment by demographics, reservations frequency, social involvement

Chatbot and Automation

  • Use chatbot on website for customer support, booking assistance
  • Automation to remind members to book their weekly class
  • Automate sending birthday, membership anniversary emails with special offers

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Unspecified
  • Automation capabilities: Welcome sequence and reservation reminders
  • Recommended improvements: Use a platform like Keap for integrating marketing and customer management (drip campaigns, segmentation, and tracking)

Sales CRM

  • Current platform: Not specified
  • Pipeline tracking or handoff process: Customers self-serve and book online
  • Recommended upgrades: Implement a solution like Pipedrive for tracking customer journey and handoffs

Automated Follow-Ups

  • Types: Welcome sequence, reservation reminders, birthday and anniversary emails
  • Frequency: As needed (e.g., after sign-up, before class, on anniversaries)

Newsletter

  • Frequency: Bi-weekly
  • Topics: Success stories, tips for sustainable wellness habits, Pilates information
  • Segmentation: New leads, one-time clients, long-term members

Retargeting & Ads

  • Platforms and goals: Google Ads for search-focused leads, Meta Ads for retargeting website visitors

Social Media and Content

  • Posting frequency: Daily on Instagram, 2-3 times per week on Facebook
  • Content type: Class highlights, educational content, student successes

Webinars and Events

  • Suggested cadence: Quarterly webinars on topics like stress management through Pilates

Other Nurture Channels

  • Chatbot on website for customer support
  • SMS automation for class booking reminders

3. Sales Conversion Strategy

Sales Process

  • Continue low-pressure, self-serve digital sales process
  • Streamline website navigation to improve online booking experience
  • Implement live chat for real-time support during booking
  • Send timely follow-up emails or texts post-class to keep clients engaged
  • Use drip-email series for students on intro offer leading them to most suitable membership option

Sales Assets

  • Create a detailed FAQ section on the website to resolve common client concerns
  • Design a digital welcome package to guide new clients through the process

Testimonials and Case Studies

  • Strategically place customer testimonials on website, class booking and checkout pages
  • Regularly request and collect testimonials post-class experience
  • Create case studies showcasing successful client transformations

Conversion Rate Insights

  • Analyze booking and conversion data through CRM
  • Set goals for improving conversion rates based on data insights

Urgency and Offers

  • Offer limited-time discounts or bonuses for new class subscriptions
  • Showcase limited slots for popular classes to induce urgency
  • Implement seasonal offers and packages

Guarantees and Risk Reversal

  • Offer a flexible cancelation policy
  • Introduce an introductory trial period with 'satisfaction or money back' guarantee

Shock and Awe

  • Surprise new clients with a small, branded merch gift after their first class
  • Send personalized welcome emails with a thank-you note from the founder
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • A warm welcome email introducing the "Feel Better Pilates" team and philosophy.
  • An invitation to an on-demand video tour of the "Feel Better Pilates" studio.
  • A starter guide with helpful tips on choosing the right classes and getting the most of their Pilates sessions.

Communication Cadence

  • Weekly email newsletters with updates, tips, and motivational stories.
  • Fortnightly SMS reminders for class bookings and cancellations.
  • Quarterly Member Forums via zoom for direct interaction, feedback, and Q&A with the instructors.

Client Education

  • Informative "Pilates 101" videos on the website for beginners.
  • A comprehensive FAQ and knowledge hub covering all aspects of Pilates and wellbeing.
  • Periodic webinars or workshops discussing topics like posture, breathwork, stress management, etc.

Personalized Touches

  • Surprise "Wellness Kits" for new members.
  • Birthday and membership anniversary emails with special class discounts.
  • Handwritten affirmation cards given at the end of each class.

Visuals and Documentation

  • Tailored "Progress Reports" emailed to members every quarterly.
  • Digital badges for hitting certain milestone workouts to share on social media.
  • Display of members' success stories (with their consent) on the website or waiting area.

Feedback and Proactive Support

  • An easy, anonymous feedback system on the website.
  • Prompt and compassionate response to any concerns or issues.
  • Proactive communication when scheduling changes or issues arise.

Guarantee or Promise

  • A "Love It or Leave It" assurance after the first month of membership.
  • Guarantee of a no-judgment, fully inclusive environment.
  • An assurance of credits refunded in case of any booking system glitches.

Operational Excellence

  • Strict adherence to timely start and finish of classes.
  • A clean, well-maintained studio, with all equipment in perfect condition.
  • Instructors adhere to a professional, friendly, and approachable communication style.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce pre-booking discounts for advance sign-ups (e.g., book for a quarter, get 5% off)
  • Offer half-yearly or yearly membership contracts with benefits (free workshops, extra credits)

Upsells & Cross-Sells

  • Encourage private pilates sessions as an upsell for personal guidance
  • Partner with local health and wellness businesses for cross-promotions and shared discounts

Bundling & Packaging

  • Offer different packages combining group classes, private sessions, and workshops
  • Propose an 'Unlimited Classes' premium package for a fixed higher fee

Loyalty & Retention Programs

  • Create a referral program, rewarding existing clients for bringing in new clients
  • Implement a points system for booking classes to use for discounts or freebies

Custom Services and Personalization

  • Provide personal training and nutrition consultation as white-glove services
  • Introduce personalized wellness plans based on customer's health goals

Pricing Strategy

  • Incentivize longer term purchases with lower per-class prices
  • Implement a value-based pricing, focused on the transformation and results

Customer Data and Insights

  • Monitor client booking habits and preferences for personalized offers and reminders
  • Leverage CRM data to track frequent buyers, class popularity, and churn rate

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a free class to customers for every new referral who signs up for a class pack
  • Give new guests a one-time 20% off discount for their first class pack

Shareable Assets

  • Design ready-to-post Instagram Stories with branded graphics, taglines, and a swipe up link to the booking page
  • Create 'Refer a Friend' business card with discount codes

Timing and Triggers

  • After a client has attended 5 classes (indicating satisfaction), automate an email to introduce the referral program
  • Train staff to mention the referral program in class closure chats

Client Success Stories

  • Share testimonials on social media, website, and email newsletters to inspire referrals
  • Offer a free class to clients who provide a video testimonial for marketing use

Referral Contests

  • Run quarterly 'Bring a Friend' campaigns where the top referrer wins a free month of unlimited classes

Partner or Affiliate Programs

  • Establish partnerships with local health & wellness businesses to cross-promote services and offer mutual referral benefits

Thank-You Experience

  • Send handwritten thank-you notes to top referrers, thanking them for their support and offering a surprise bonus class credit

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