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Stretching studio: from one studio to a chain of eight, including Dubai
Before
We joined the project when it was founded: one studio, no client base, and a fitness market that revolved around gyms. Demand had to be grown from scratch: explaining to people what Pilates and barre are, why they need them and how they differ from regular workouts. The goal wasn't just to fill the first studio but to build a flow of clients strong enough to open the next ones.
The key decision
Create demand instead of chasing hot leads.
The hot audience (people already looking for stretching) runs out fast, and after that the cost per lead starts to climb. So we grew the flow of leads instead of catching ready buyers.
What we did
- 1
Calculated payback on LTV. We looked not at the first payment but at how much a client brings over the whole membership. This showed we could pay several times more per client than the first purchase suggested, and gave the ad budget room to grow.
- 2
Launched ads for each district and for the whole city at once. District campaigns brought people to the nearest studio, while city-wide campaigns built brand awareness.
- 3
Created a strong first-class offer to remove the main barrier: deciding to come for the first time.
- 4
Worked on demand separately, so the flow of leads didn't depend on people who were already ready to buy.
The market grew with us
Later, other stretching studios started opening on the demand we had created, and some of them grew into chains too. We were glad: healthy competition pushed us forward and sparked new creative solutions. We kept growing year after year and kept growing demand.
Result
On this flow, the studio opened one location after another: today it's a chain of eight studios, including Dubai. ROMI of about 14,200% on LTV, meaning every euro invested in marketing came back and brought about €142 on top.
«We've worked with Nadejda and her team on targeting and marketing since the company was founded. In that time we've opened 8 studios and scaled abroad, including Dubai. What I value most in their approach is that it's not contractor work, it's a real partnership»
Dmitrii DenisovFounder & CEO, stretching studioWhat this meansfor you
If your business runs on repeat purchases, you are most likely underestimating how much you can pay per client. Calculate payback on LTV rather than the first payment, and you'll find the budget can grow more boldly.
Review my situationWe'll show you where your next growth is. 30 minutes, free
- we'll find where the ceiling is and why growth has stalled;
- we'll show you where your next leads are;
- we'll tell you where we'd start if we were you.
If we're not a good fit, we'll say so right away. If you decide to do it yourself, you keep the plan. Meanwhile, while you wait, your budget goes into an overheated audience and competitors win the people you haven't reached yet.