Pilates studio marketing: 10 ways to boost your business

After watching an experienced practitioner perform the movements, the first-timer may think Pilates is simple. When first-timers try these movements, they are usually all red faces and gritted molars.

Marketing is no different. Creating videos and photos and sharing them on social media may seem easy. It’s a whole other story to turn this into a marketing strategy that drives leads to your Pilates Studio!

In 2019, the total revenue for yoga and Pilates was expected to reach $ 12 billion. The industry has grown by 9.1% from 2014 to 2019. You would be correct to think that the time is now for you to open a yoga and pilates studio. It’s not true that its popularity will guarantee success.

In today’s market, industry growth brings increased competition. It is easy to get lost in the crowd. Marketing and promotion are key to growing your business and attract new members. Here are 10 tips on how to market your studio. We have both classic and creative ideas.

1. Know Your Audience

Your marketing strategy is only complete with identifying your target audience. This will be the foundation of all your marketing efforts, from how to develop and label classes to what channels to use to promote them.

Remembering that your audience isn’t “everyone” would be best. To be successful in your niche, you need to define and understand it.

Pilates is a very versatile exercise that can benefit many different societal groups. It’s excellent for young mothers, office employees, injured athletes, and even older people. Is your studio located near a large office building? Do you like to see people get back in their sport after rehabilitation, or do you prefer taking them through the rehab process yourself? Do you teach reformer and mat or something more specific?

Use these marketing opportunities to talk to your target customers about your unique products and services.

Start your Pilates business in Kentucky

Kentucky, known as the Bluegrass State, offers a vibrant and promising landscape for individuals looking to establish a successful career or business in the Pilates industry. With its rich cultural heritage, picturesque landscapes, and a growing emphasis on health and wellness, Kentucky provides an ideal setting to tap into the increasing demand for Pilates studios and services. From the bustling cities of Louisville and Lexington to the serene countryside, this state offers a diverse market of fitness enthusiasts eager to embrace Pilates’s physical and mental benefits. Kentucky’s supportive business environment, affordable real estate, and strong community spirit make it an attractive destination for aspiring entrepreneurs and instructors looking to forge their path in the Pilates industry.

To protect your business from unexpected liabilities, exploring the acquisition of errors and omissions insurance in Kentucky is crucial, as this invaluable coverage ensures comprehensive protection for you and your business.

2. Offer Specialised Classes

Offering specialty classes will help you expand your customer base and stand out. Here are some ideas to help you get started.

Pilates for Kids: Allow parents to attend class with their children! Offer a family-friendly experience to stand out in the competition.

Pilates for Expecting Moms: Pilates is exceptionally beneficial for expecting mothers. This low-impact workout focuses on strengthening and lengthening the muscles vital to pregnancy and afterpartum. Prenatal Pilates has many benefits, including breath control, abdominal strength and alignment, and pelvic floor activating.

Pilates for Athletes. Top athletes have been incorporating Pilates into their training programs for years. An athlete must have a well-rounded training program to succeed and avoid injury. Pilates can improve an athlete’s overall strength, coordination and balance. It also helps them to be more flexible.

Pilates for Men: Many males may be intimidated by joining a Pilates session. Offer men-only classes in your community and encourage them to attend.

Pilates for Older Adults: Physical activity is essential for our mental and physical health at any age, but it becomes more critical for seniors. Pilates focuses on quality and controlled breathing, which benefits older people.

3. Use Social Media

It would be best if you had a presence on social media. Whether you are a local studio owner or run a national gym, it is essential to any marketing strategy. Social media platforms can help you connect with potential and current customers, increase awareness of your brand, and boost sales. People need to hear about you to come to your studio.

Social media can be a great way to increase your visibility with potential clients. You can now advertise your business to the world within seconds, whether using Instagram or Twitter. Before creating a plan for social media, consider your target audience. What platforms do they use? Who are they, and where are they located? Who are they? Where are the people? Choose the right social media platform for your business by answering these questions.

You can promote your studio in many ways once you have chosen your platform and created your profile. Upload engaging content, such as photos or videos of Pilates poses. You can also add fun facts or instructional videos, or nutrition tips. Show the world what makes you unique and what you offer, and pique interest in your studio.

4. Referral and Rewards Programs

Rewards programs are a classic marketing tool that works well for Pilates studios. It will help you keep your current clients and attract new ones. According to The New York Times, 65% of an SMB’s new business is generated by referrals.

When new students register for your classes, offer them a loyalty card. These loyalty cards can be used in a variety of ways. There may be a package offer. Consider offering members points they can use to earn prizes.

You can also reward your most dedicated members by rewarding them for their dedication. You can offer a “Gold Rewards Card”, reduced fees or even a class for free after a certain number of sessions. Read our Quick Guide on Creating an Effective Gym Referral Program for more information.

5. Cross-Promote Classes

A good cross-promotional strategy can help even the busiest of us attract more customers.

How?

Joining forces with credible businesses with similar clients will help you reach out to your existing customers more efficiently and with greater credibility and even gain new ones. Cross-promotion can have a significant marketing impact. Partners can expand their reach by using each other’s client base. Both parties benefit from the introduction of a new customer base.

Pilates studios are also able to benefit from cross-promotion in their territory. You can provide a free Reformer class to participants in your mat classes or a private session for a regular member. You can also offer other yoga or spinning studios a free sample session. This concept works well with weightlifting or cardio programs, as Pilates has direct benefits.

6. Open Days or Taster Sessions

Few things work better than offering people the opportunity to ‘try before they buy’. You can do this in many ways. You can provide a free first class or host a taster session for your community. Many people are afraid to try new things, so offer them a free class.

If you plan to work one-on-one with private clients, begin with a 15-20 minute trial. Freebies will encourage the law of reciprocity, i.e. When we do something good for someone else; we are rewarded.

Alternatively (or additionally!) You can also host an open day to inform your local community of your studio. You can make the most of it by hosting workshops, mini-seminars and taster classes. Allow people to try and encourage them to bring their friends and families.

7. Engage Local Media

Remember to underestimate the power of local magazines or paper ads. Ad space in local newspapers is an excellent place to begin if you want to increase brand recognition, sales, and repeat customers. Place an advertisement in your local newspaper to encourage people to attend if you host a free tasting session or an open day.

Local paper publishers try to maintain and develop positive customer relationships to create a loyal following. Associating with a local newspaper can help you build a good reputation in the community.

The rates are usually affordable, and your local newspaper will also target the local geographic market. This allows you to reach a population likely to invest in your offer.

8. Blog Regularly

A blog can help you grow your business by increasing online visibility for your business, educating customers and promoting it.

A successful blog can:

Increase traffic to your site

Increase sales by generating more leads

Create a second stream of income from advertising

Make your customer service a great tool.

You can speak to your clients in a way that is more casual and “human” by using blogs. Encourage comments to engage your audience. Blogs can also be informative, funny, or a place to share thoughts and conversations. A more personal approach will draw readers in. Blogs also allow you to create content that is rich in relevant keywords for your website. This will increase traffic and help you gain more traction on search engines.

Keep your content informative and straightforward. Encourage your instructors to write guest blogs. Or even encourage some of your clients. Use your blog to answer questions your website may still need to answer. This is an excellent tool for providing more detailed information.

You must commit to your blog if you decide to do so. The key to blogging is consistency. If you need to figure out what you can achieve, use Facebook or Twitter to share news and tips.

9. Create Video Content

It’s no secret from YouTube to Snapchat to Instagram Stories, video is a part of our everyday lives. Video is a great way to reach out to consumers. It is also a very shareable medium.

Pilates studios will benefit from promotional videos. Make a promo video to introduce people to your classes and programs. Let people see what it’s like to work in your studio.

Making short instructional videos is another excellent investment. You can offer advice to newbies, and you could also set challenges for your more experienced students. These videos are great for use on social media.

10. Reviews and testimonials

You can only create some of the content you need for your Pilates marketing kit. Your customers are the ones who make it. Reviews can have a significant impact on potential clients. People want to know what others think about your classes, the studio etc.

Ask for customer reviews! Feel free to ask clients for help to increase the number of studies on a specific platform. Include testimonials on your website or even in promotional videos.

In summary,

Your studio will stand out if you use marketing to its fullest. If you have the best teachers, space, and equipment available, how can your studio be successful if nobody knows about it?

You must be unique and engage people to capture their attention. Remember to talk to people. Consider every person as a potential client, instructor or referral! You will get more referrals if you promote your studio.