MARKETING FOR PILATES STUDIOS
How &Pilates Grew From a New Studio to a Thriving Wellness Brand.
The Business —
&Pilates launched as a boutique reformer Pilates and wellness studio in Melbourne, offering not just Pilates but an integrated approach that included physio and massage. From the beginning, the goal was to create a brand that blended movement, health, and community — but to grow, they needed a marketing system that could attract the right clients and sustain their membership base.
The Challenge —
Like most new studios, &Pilates faced the challenge of launching in a competitive market while needing consistent, affordable leads. They had a great offer and a strong brand, but lacked the systems and digital strategy to generate predictable bookings and turn new clients into long-term members.
The Strategy —
To drive growth, we implemented a full-funnel marketing system focused on three key areas — lead generation, conversion, and retention.
01 — Facebook Ads
We launched high-performing Meta campaigns built around two proven intro offers — the $69 2-Week Unlimited Reformer Intro Pass and the $199 Wellness Package. These offers delivered over 1,000 qualified leads at an average cost of $15 per lead.
02 — Google Ads
Complementary Google Ads campaigns captured high-intent searchers looking for Pilates and wellness services in the area, ensuring the studio appeared for the most relevant searches.
03 — Website & SEO
We designed a clean, conversion-optimised website and built out a local SEO strategy to increase organic visibility. Within months, the studio ranked in the top results for local Pilates-related searches.
04 — Growth & Retention Systems
Beyond lead generation, we developed an ongoing Growth Strategy that focused on client progression — from initial enquiry through to long-term retention. This included automated follow-ups, nurture campaigns, and reactivation systems to improve conversions and client lifetime value.
The Results —
— 1,000+ leads generated at an average of $15 per lead
— Consistent new client bookings each week
— Strong local SEO performance for key Pilates and wellness terms
— Sustainable growth through improved retention and reactivation systems
Client Details —
&Pilates
Services Provided —
— Website Design & Conversion Copy
— Meta & Google Ads Management
— SEO & Google Business Optimisation Lead System & CRM Automation
— AI Support Bot Development
Timeline —
Ongoing