Case 01 · ThreeSix Pilates, Royal Wharf · 2026

Nine reformers. Two thirds of the seats empty.

The studio opened in Royal Wharf in late 2025. Even with a beautiful fit-out, eight months after opening, most classes ran with under half the reformers filled. Below is the before versus after comparison, with every figure from the studio's own booking system.

01 · Before
The fifteen weeks before 13 June 2026, before we started working together
31%
of seats booked, leaving nearly 3,000 empty places
1.19
baseline monthly sales of its £180 membership since opening
11%
of intro offer buyers became members
4.9
baseline total monthly new membership sales
02 · After
14 June to 14 September 2026, the thirteen weeks we worked together
12×
the studio's own membership sales rate, held for twenty-one days
+79%
new memberships a month, up from 4.9 to 8.8
+101%
monthly recurring revenue added, £1,980 to £3,978
03 · Measure by measure
Measure
Before → After
Change
New memberships a month
4.9→8.8
+79%
Revenue per class run
£58→£81
+40%
Yield per reformer bed-hour
£6.47→£9.04
+40%
Membership revenue a month
£3,883→£5,188
+34%
Seats filled per class
2.8→3.7of 9
+33%
Active paying members
27→35
+30%
Revenue per day
£263→£318
+21%
020%40%60%80%

Before: 1 March to 13 June 2026. After: 14 June to 14 September 2026. Both periods measured the same way, from the same export.

04 · Member quality

The members acquired were worth more to the studio.

More members only benefit a studio if they have a higher lifetime value. The new members bought more expensive memberships, came to classes more often and stayed longer than the members acquired in the fifteen weeks before.

£1,980 → £3,978
Monthly recurring revenue added by the new memberships
1 in 6 → 1 in 2
New members choosing the highest tier plans
76% → 94%
Still paying sixty days after they joined
£116 → £147
Average monthly price of a new membership
3.5 → 4.7
Classes attended a month in a new member's first sixty days
£547 → £659
Expected lifetime value of each new membership
05 · Return

What every £1 of growth spending brought back.

The studio kept its ad budget as it was and added my fee on top. The £1 below is every pound of that combined spend, not the cost of one customer.

£4
Back for every £1 spent
01
£1 goes out. Every pound the studio spent winning customers over the thirteen weeks: its usual ad budget, plus my fee.
02
£2.10 was already in the bank during that same thirteen week period, from memberships, class packs and passes bought by the customers that spending won.
03
£4 is what those same customers are worth in full: the £2.10 above, plus the £1.90 still to come across the time a member of that plan typically stays.
Spent winning customers
£1
Already in the bank
£2.10
Full value of those customers
£2.10 banked
£1.90 still to come
£4
Healthy range: £3 to £5 back per £1
£0£1£2£3£4£5

All three bars share one scale. ThreeSix lands at £4, inside the range a studio should aim for.

06 · Method

How it was done.

No new ad budget and no discounting. Two phases, thirteen weeks.

01
Phase one · The £180 membership

Repackaged the offer around transformation, so the plan sold a result rather than a number of classes.

Built the content and communications to carry it across every touchpoint the studio had with past and current clients.

Prescribed the membership in conversation, working with prospects to find how their membership could fit their week. It sold ten times in twenty-one days, against 1.19 a month baseline.

02
Phase two · Intro offer to membership

Added an intro offer sequence to nurture and guide the buyer through their intro offer.

Opened the conversation with each buyer to prescribe the plan that matched what they needed, rather than leaving them to choose alone.

Conversion to membership went from 11% to 25%.

What I'd do differently
Build the system first, then the campaign.
“She doesn't just help you create content. She helps you build a stronger business.”
Gia, ThreeSix Pilates
The Key To Recurring Members · Free

See your studio the way a new member sees it.

Your studio is one of 593 Pilates studios in London. Every month you stay the same, you lose more clients to your competitors.

In a free 15-minute call you'll know why you're losing them, the 5 studios nearby most likely to be winning them and roughly what it's costing you every month. First I check how your studio looks to a new member choosing where to book a class:

01
Your prices
02
Whether your intro offer builds a habit
03
How easy it is to buy from you
04
What makes you different
05
How you show up on social media
06
What clients say about you

It's free and there's nothing for you to prepare. Book at least 4 hours ahead so I have time to do the analysis first.

Source and method

Fifteen booking-system exports covering 28 September 2025 to 14 September 2026. Before is 1 March to 13 June 2026; after is 14 June to 14 September 2026. Revenue is net of refunds, before card fees. New memberships count every membership started in a period, including members returning after a break: 17 before, 27 after. Sixty-day retention compares the memberships old enough to be measured, 17 before and 16 after. Expected lifetime value uses each plan's own observed length across the studio's full history. Intro conversion compares 182 buyers before with the 12 in the final group old enough to convert. Shared with ThreeSix Pilates' permission; no customer is identifiable.