Launching your studio isn’t just about class quality or location. In an increasingly competitive market, a successful opening largely depends on your ability to build a structured, targeted, and sustainable marketing strategy.
Too many wellness entrepreneurs dive into marketing actions without an overarching plan—sporadic Instagram posts, last-minute trial offers, or unsegmented email campaigns. The issue? These efforts may work short-term, but they rarely build lasting brand awareness or an engaged community.
This article will walk you through how to create a marketing strategy aligned with your brand positioning, business goals, resources, and target audience. The goal: lay a strong foundation for long-term growth right from the start.
Understanding your audience: The foundation of any strategy
Before investing in tools, crafting offers, or producing content, ask yourself one key question: Who are you speaking to?
Go further: How to define your ideal audience for your studio
Knowing your audience lets you align your entire marketing strategy with their expectations, lifestyle, and consumer behaviour. This means conducting a detailed, structured, and actionable analysis of your potential client segments.
Analyse your segments
For each potential client type, ask yourself:
- What are their needs? Wellness, performance, routine, social connection, discovery?
- When are they available? Mornings, lunch breaks, evenings, weekends?
- Where do they get information? Social media? Search engines? Word of mouth? Local flyers?
- What matters to them? Studio aesthetics, teacher expertise, ambiance, pricing, founder story?
Tailor your actions
This in-depth understanding allows you to tailor:
- Your tone of voice (expert, warm, inspiring…)
- Formats (videos, carousels, newsletters, posters…)
- Frequency & channels (weekly on Instagram, monthly emails, local visibility in organic stores…)
Assess your resources: Build a realistic plan
An effective strategy isn’t the one that sounds ambitious on paper—it’s the one you can implement consistently, efficiently, and without burning out. One of the most common mistakes founders make is setting overly ambitious communication goals, then dropping them a few weeks later due to lack of time, tools, or organisation.
Before choosing your channels or building your content calendar, take time to objectively assess your available resources. This will help you avoid frustration and focus your efforts where they’ll have the greatest impact.
Key things to consider:
- Available time: How many hours per week can you dedicate to marketing alongside teaching, admin, and business dev?
- Skills: Are you comfortable with visuals, writing, or video? Or do certain tasks drain your energy?
- External support: Will you delegate any part of your communication (to an intern, freelancer, or agency)? If so, for what tasks and under what supervision?
- Budget: Do you have a monthly budget for paid ads, graphic material, or tools like a CRM or email platform?
Example: If you're opening solo with no external help, focus on two key channels—Instagram for local visibility and a newsletter to stay in touch with leads. Plan one content day per month, use scheduling tools, and prioritise simple, regular formats.
Craft a strong brand image: Your first impression matters
Your marketing strategy can only work if it’s built on a clear, recognisable, and distinctive brand identity.
Your brand image includes everything that reflects who you are: values, positioning, tone, visual identity, and customer promise. A strong identity helps you create consistency in your messaging and stand out in your clients’ minds.
Go further: Create a strong brand identity for your studio
The marketing plan: Attract, convert, and retain clients
A good marketing plan is not just a checklist of Instagram posts or one-off email campaigns. It’s a clear system designed to guide each prospect from awareness to becoming a loyal (and referring) client, through a sequence of high-value actions.
This journey, often represented as a funnel, breaks down into 6 main phases. Each step requires tailored actions, adapted to the client’s needs, maturity, and objections.
Lead Generation — Attract qualified attention
Goal: Get on the radar of people who don’t know you yet and spark their interest.
Recommended tools:
- Geo-targeted Meta or Google Ads
- Local SEO (optimised Google Business Profile)
- Landing pages with lead magnets (trial class, wellness check, etc.)
- Local partnerships (shops, micro-influencers, wellness practitioners)
Example: Run a geo-targeted Instagram ad for “Women 25–45 – Strasbourg” offering a free first class.
Lead Nurturing — Build trust and reduce friction
Goal: Develop interest and reassure. Your leads are curious but not ready to book. They need information, reassurance, and relationship-building.
Recommended tools:
- Automated email sequences with educational content
- Retargeting ads
- Value-rich social content (testimonials, behind-the-scenes, FAQs)
- Social proof (reviews, photos, quotes)
Example: 3-part email sequence: “Why Pilates is great for beginners” → “What to expect at your first session” → “Book your trial now.”
Conversion — Drive action
Goal: Turn interest into booking or purchase.
Recommended tools:
- Smooth, mobile-first booking experience
- Strong CTAs across platforms
- Time-limited offers for urgency
- Trust-building on conversion pages (testimonials, cancellation policy, quick contact)
Example: “Book your free trial” button included in every email and on Instagram bio link.
Retention — Turn one-time clients into regulars
Goal: After the first class, build habits and consistency. Otherwise, your acquisition investment is lost.
Recommended tools:
- Class packs or memberships
- Personalised follow-up (email, call, tips)
- Exclusive member content (videos, events, challenges)
- Engagement gamification (badges, rewards)
Example: After 3 classes, send a personalised email offering a discounted monthly membership valid for 48 hours.
Referral — Activate word of mouth
Goal: Turn happy clients into ambassadors—one of the most powerful, cost-effective growth levers.
Recommended tools:
- Simple, attractive referral program
- Review requests (Google, Trustpilot)
- Client testimonials (videos, stories)
- Featuring your clients on social media and website
Example: “Refer a friend and you both get 10% off your next class.”
Reactivation — Win back inactive clients
Goal: Identify and re-engage lapsed clients with tailored approaches.
Recommended tools:
- Email automation based on inactivity (30, 60, 90 days)
- Gentle return offers
- Quick surveys to understand drop-off
- Targeted messages (SMS, push, DMs)
Example: “We’ve missed you… Come back with 20% off your next class.”
Measure, Test, Adjust: Iteration = Performance
A great marketing strategy is a living system. Let your data drive decisions.
Track key metrics:
- Email open and click rates
- Conversion rates (visitor → trial → member)
- Customer Acquisition Cost (CAC)
- Lead source distribution (ads, referrals, SEO…)
Example: Do 70% of your conversions come from Google My Business? Optimise your profile, add photos, and ask for reviews.
Test new ideas:
- Try new formats: reels vs carousels, short vs long emails
- Experiment with timing, CTAs, and offers
Success isn’t about getting it perfect the first time—it’s about learning fast and iterating smart.
A marketing strategy that evolves with you
Don’t aim for a perfect strategy from day one. What matters most is to start with a clear, realistic foundation, adapted to your audience and your capacity—and to improve it as you go.
As your community grows, your goals evolve, and your resources expand, your strategy will naturally become more sophisticated. The key is to build it step by step, always with your ideal client in mind.
Ready to launch a marketing plan that truly reflects your studio and sets you up for sustainable growth?
