There’s been a lot of conversation lately about the changing wellness industry and what people are actually looking for when they spend money on their health.
People aren’t necessarily just buying the workout anymore.
They’re looking for something that fits into their life and makes them feel good, and that can mean very different things depending on the person. It might be getting stronger or moving better, but it can also be having a regular routine, seeing familiar faces, making friends, getting out of the house or simply having an hour in the week that is theirs.
For a lot of studios, particularly smaller independent studios, this is actually a huge advantage.
You already have the opportunity to offer something that a gym, an online workout or an app can’t quite replicate.
So what are people really buying?
Of course, the class itself matters. Your instructors, programming, equipment and timetable all need to be good.
But when someone becomes a regular member, they’re often getting much more from their studio than the actual 50-minute class.
They might be buying:
- A reason to get out of bed on a Monday morning
- A routine that helps them stay consistent
- A place where people know their name
- A sense of community and belonging to combat loneliness
- Accountability
- Time for themselves (away from the stresses of the day)
- The confidence that comes from feeling stronger and healthier
- Friendships and connections outside of the studio
- Something that makes them feel good for the rest of the day
That’s worth thinking about when you’re looking at your marketing.
Are you selling the class, or what the class gives them?
This is something I see quite often when I’m reviewing studio marketing.
The marketing focuses heavily on the actual service:
- “45-minute reformer Pilates classes.”
- “Improve your strength and mobility.”
- “Book your class today.”
There’s nothing wrong with any of that, but it doesn’t necessarily communicate why someone should choose your studio or why they should keep coming back.
Think about what your members actually love about being there.
Maybe it’s the instructor who knows everyone by name. Maybe it’s the coffee catch-up after class. Maybe it’s the fact that they’ve finally found a form of exercise they genuinely enjoy. Maybe it’s having somewhere to go each week where they don’t have to think about work, kids or everything else on their to-do list.
Those things are part of your offering too, even if they aren’t technically included in the class description.
And this is where retention comes in
If someone is simply looking for somewhere to exercise, there are plenty of options.
They can do a workout at home, join a different studio, use an app or find something cheaper.
But if your studio has become part of their weekly routine and they feel connected to the people there, leaving becomes a much bigger decision.
That’s why I think the small things studios sometimes overlook can have such a big impact on retention:
- Instructors remembering members’ names
- Staff actually talking to people rather than just checking them in
- Noticing when someone hasn’t been in for a couple of weeks
- Creating opportunities for members to connect outside of class
- Celebrating member milestones
- Making new members feel genuinely welcomed
- Giving people a reason to feel like they’re part of the studio, rather than simply someone who has purchased a class
None of these things replace good classes or a good business model. But they can make a very good studio much harder to leave.
What does this mean for your marketing?
I don’t think the answer is to completely change your marketing strategy or stop talking about your classes.
It’s more about looking at what you’re already doing and asking whether you’re communicating the full value of your studio.
- Instead of only promoting your new timetable, show the people and personalities that make those classes worth coming to.
- Instead of posting another photo of a reformer with “Book your class”, tell people what they can expect to feel when they walk out of the studio.
- And if your members are constantly telling you how much they love the community, use that in your marketing. Get testimonials. Share member stories. Take photos of people actually interacting with each other. Let potential members see what being part of your studio feels like.
Because ultimately, your members are buying something much bigger than the class itself.
And I think that’s something worth putting a little more of the spotlight on in your marketing.
