Growth Strategy
STRONG Pilates
Geelong
A custom growth strategy to add 40 net members by June 30 and build systems for sustained +10 per month.
Prepared for Mitch Thompson
Date May 3, 2026
Data Source Hapana Core
01 | Snapshot
Where You Stand Today
A clear picture of your current membership base, revenue, and pipeline, pulled directly from your studio's data.
Active Members
57
Paying weekly memberships
Suspended
30
At risk of cancelling
Active Intro Offers
42
In the building right now
Weekly Revenue
$3.4K
~$14.6K per month from memberships
You have 57 paying members generating $3,367 per week. Another 30 are suspended, at risk of leaving without proactive outreach. And 42 people are currently on an intro offer inside the studio. The base is small, but the pipeline is there.
Net Member Movement
Memberships sold vs. cancelled, month over month (Sep 2025 to Apr 2026)
Key finding: In the last 8 months, Geelong has not had a single month of net positive member growth. Every month, more members leave than join.
Membership Plan Mix
57 active paid memberships by plan type
Revenue quality is strong. 54% of your members are on the premium Foundation plan at $59/week. The revenue per member is high. The base is just too small.
Plan Breakdown
All 57 active paid memberships ranked by weekly revenue contribution
| Plan |
Members |
$/wk (avg) |
Weekly Revenue |
|
Churn Summary
188 cancellations since August 2025
Context: The Sep to Nov 2025 spike (98 cancellations in 3 months) aligns with pre-sale commitment periods expiring. Churn has slowed since January, but it still exceeds intake every month. Top reasons where logged: Personal (45), Moving (16), Administrative (16), Financial (11), Medical (10).
02 | The Target
Where We're Going
One clear, measurable goal and the financial impact of hitting it.
Net Member Injection
+40
By June 30: from 57 to 97 active paid members
Sustained Growth
+10/mo
Systems that keep working after the push
40 additional members at your current average of $59/week adds $2,360 per week to your membership revenue.
That is $10,218 per month, taking you from $14.6K to approximately $24.8K monthly.
$24.8K
Target Monthly Revenue
Reality Check
The numbers behind +40 net
With current churn running at approximately 15 cancellations per month, hitting +40 net means selling roughly 55 to 60 new memberships between now and June 30. This plan is built to do that through two channels: a continuous intro offer funnel feeding your sales pipeline, and an Open Day event at the end of June designed to convert in volume.
The second goal matters just as much. After the push, the funnel, the automations, and the content engine stay running. +10 net per month is the baseline, not the ceiling.
03 | The Strategy
Two Tracks, One Push
Why this is not just "run more ads" and how both tracks work together.
Geelong does not have a lead generation problem. You have had 42 intro offers come through the door. The problem is threefold: leads are not converting to members fast enough, members are leaving faster than they are joining, and the marketing is not showing people who you are before they walk in.
Pilates is becoming a commodity. Your offer looks the same as Upstate and Core Plus from the outside. The difference only shows up once someone steps through the door. So we need to bring the experience forward.
Track 1
Weeks 1 to 8
Intro Offer Funnel
A persistent campaign running from day one through to end of June and beyond. This is the engine that keeps feeding the pipeline.
- Funnel over lead forms. A dedicated landing page that showcases the Geelong studio, the instructors, the experience, and social proof from real members. Not a two-field form that collects a name and phone number with zero context.
- Multi-avatar targeting. Geelong is not Bondi. The demographic is wide: young professionals, mums, older adults returning to fitness, people curious about Pilates for the first time. We run separate ad sets for different segments rather than one generic campaign.
- Proper nurture. When someone submits, they do not just get a generic "thanks for signing up" SMS. They get a sequence that builds trust, shows them what to expect, and connects them with a real person at the studio before their first session.
- CRM pipeline visibility. Every lead tracked from ad click to intro offer purchase to membership conversion. No more guessing who is where.
Track 2
Weeks 6 to 8
Open Day Event
The big moment. End of June. This is where the database you have been building gets activated in one concentrated push.
- Win comp. Launches two weeks before the event. Tag, share, follow to enter. Prizes drawn at the event, and you must attend to win.
- Local partner activation. LSK already reached out wanting to feature Geelong. Co-marketing: they bring their audience, you bring the studio.
- Sell before, during, after. Anyone who purchases in the lead-up counts. On the day, a membership offer for attendees. After the event, a follow-up sequence for everyone who came but did not convert.
- A face for the brand. Your business partner is in-studio full-time from mid-June. For the first time, there is someone on the ground every day to lead the push.
Track 1 fills the database. Track 2 converts it.
Neither works alone. Without the funnel, you do not have enough people to invite. Without the event, the leads sit in the CRM and decay. Together, they create a moment that generates momentum.
04 | The Funnel
Why a Funnel, Not a Lead Form
The difference between collecting names and building trust before someone walks through the door.
Lead Form (what you are running now)
- Two fields: name + phone number
- No context about who you are or what the experience is like
- Person fills it out and forgets within 24 hours
- Sales team calls a cold lead who barely remembers submitting
- CPL looks good on paper ($19.80) but cost per actual membership is high
- The database grows but the conversion rate stays low
Funnel (what we are building)
- Dedicated landing page showcasing STRONG Geelong specifically
- Studio imagery, instructor profiles, member testimonials
- The offer explained clearly with what to expect at your first session
- When they submit, they have already seen who you are and want to come in
- Nurture sequence continues building trust automatically
- By the time your team calls, the person is warm
What the Funnel Includes
Top to bottom, every element of the landing page
1
Hero: Studio imagery, headline that speaks to the avatar, clear offer (e.g. "5 sessions for $50")
2
Social Proof: Real member quotes, before and after experiences, "why I chose STRONG"
3
What to Expect: The STRONG experience explained: reformer Pilates, strength, cardio, the vibe
4
The Offer: Clear pricing, what is included, no ambiguity
5
Inquiry Form: Name, phone, email, preferred class time
6
Thank You Page: Next steps, booking link, what happens now
✓
Mobile first: 90%+ of traffic comes from Meta ads on mobile
How It Connects to Your Sales Pipeline
From ad click to membership conversion
Ad
Meta Ad drives traffic to the funnel
✎
Funnel form submission creates a contact in Grow CRM, tagged by campaign and source
✉
Nurture sequence fires automatically: SMS Day 0, Email Day 1, SMS Day 3
☎
Sales team picks up: Call, book first 2 sessions, follow up at session 3 to 4
✓
Intro offer converts to membership
Your sales team already has a great process: call immediately, book the first two sessions, follow up at session three. The funnel does not replace that. It feeds it with warmer leads who already know who you are.
05 | The Event
Open Day: Sunday, June 28
One event, one day, designed to convert your database into members.
What
Open Day
Free classes, partner activations, prize draws
When
June 28
Sunday, 2 days before EOFY
Who
Everyone
Leads, intro holders, lapsed members, community
The Day Itself
Schedule and flow for the Open Day
8am to 12pm
2 to 3 free STRONG classes, staggered so people can try one
Between sessions
Partner activations (LSK, local businesses), refreshments, studio tours
Throughout
Prize draws from win comp. Must be present to win.
All day
Membership offer: sign up on the day at a special rate
Capture
Photos and video from the day for ongoing social proof
Win Comp Mechanics
Organic audience growth that drives event attendance
How It Works
- Launches: 2 weeks before the event (mid-June)
- Entry: Follow @strongpilatesgeelong + tag 2 friends + share to stories
- Draw: At the event. Must be present to win.
Prize Pool
- 1-month free membership x3 (from Geelong)
- LSK product prizes
- Local business vouchers (2 to 3 partners)
Purpose: Builds audience organically, creates anticipation, drives genuine event attendance.
The Two Week Promo Window
Multi-channel push leading up to June 28
| Channel |
Action |
Audience |
| Email |
Event invitation + offer details |
All contacts excluding active members |
| SMS |
Event reminder with RSVP link |
Same as email |
| Meta Ads |
Event campaign (separate from intro offer campaign) |
Geelong area, existing + new audiences |
| Organic |
Win comp posts, countdown content, partner reveals |
Instagram + Facebook |
| Personal Outreach |
Direct contact by sales team |
42 active intro offer holders |
Reminder cadence: 2 weeks out (launch), 1 week out (reminder), 3 days out (final push), day before (last call)
Before (Weeks 1 to 6)
The intro offer funnel runs continuously. Anyone who purchases an intro offer before the event is invited personally. Every intro offer sold is a potential membership conversion at the event.
During (Event Day)
Membership offer available on the day. Intro offer holders at the event get a targeted conversion pitch. New walk-ins can purchase an intro offer or go straight to membership.
After (Week 8+)
Follow-up sequence fires for every attendee who did not purchase. Day 1: "Thanks for coming" recap. Day 3: "Here is what you missed" with the offer extended. Day 7: Final follow-up.
Pricing guardrails: Upstate is at $59/week. You are better. Do not price below them. The event offer should be compelling (e.g. first month at a reduced rate, or waived joining fee) without devaluing the membership. Your pre-sale members are at $59 to $60. Do not undercut them. The goal is urgency, not desperation.
06 | Content
What to Post and Why It Matters
A content playbook specific enough for your social media team to execute, starting this week.
Your social media is currently full of trendy reels that get views but do not build trust. 4,000 views on a Beyonce reel is meaningless if nobody knows who you are, what the studio looks like, or why they should walk through the door. Views without context is the same problem as leads without conversion.
2 per week minimum
Social Proof Reels
Member spotlight: 15 to 30 seconds. Real member talking about their experience. Instructor introduces the member, member shares one thing they love. Example: "This is Sarah, she started 3 months ago and could not hold a plank. Now she is in our advanced class." This is the single most missing piece.
2 per week minimum
Studio Experience Reels
Show the workout. The reformers, the energy, the class atmosphere. Not a tutorial. Not a trendy transition. Just authentic footage of what it feels like to be in a STRONG Geelong class. Capture the sounds: the music, the instructor cueing, the reformers moving.
1 per week
Instructor Personality
Short clips of instructors being themselves. Coaching cues, encouragement, post-class banter. Makes the studio human. People do not join brands. They join people.
1 per week as needed
Behind the Scenes
Setting up for class, cleaning the reformers, the team chatting before doors open. Shows professionalism and care. Builds trust that the studio is well-run.
What Not to Post
✗Trendy lip-sync or dance reels
✗Memes that do not feature the studio
✗Generic fitness quotes on stock imagery
✗Anything that could be posted by any studio anywhere
✗Content with no face in it
Weekly Content Calendar
Suggested cadence for your social media team
| Day |
Content Type |
Owner |
| Monday | Social proof reel (member spotlight) | Social media team |
| Tuesday | Studio experience reel (class footage) | Social media team |
| Wednesday | Rest or behind the scenes | Social media team |
| Thursday | Social proof reel (second member spotlight) | Social media team |
| Friday | Studio experience or instructor personality | Social media team |
| Weekend | Story content only (class recap, weekend vibe) | Whoever is in studio |
How organic supports paid: When someone sees an ad and clicks through, the first thing they do is check the Instagram page. If the page is full of trendy reels with no substance, they bounce. If it is full of real people having real results in a real studio, they convert. The organic feed is the trust layer for your paid campaigns.
When the Business Partner Arrives (mid-June)
The missing piece for Geelong's content
He becomes the face of content. Quick, authentic clips:
- "Hey, I'm [name], one of the owners. This is our studio in Geelong..."
- Walk and talk through the studio, introduce the team
- Event lead-up content: "We have got something coming at the end of June..."
Not scripted. Not polished. Genuine. This is the piece that has been missing: a person who represents the brand on the ground.
07 | The Timeline
8 Weeks to June 30
Week by week. Who does what. No guesswork.
Week 1
May 5 to 11
Onboarding + Foundation
Kaizen
- Onboarding call with Mitch (30 min: goals, voice, brand review)
- Full audit of Hapana Grow workflows and current pipeline
- Begin funnel design (layout, copy, imagery selection)
- Set up dedicated Slack channel for communication
Geelong
- Send raw studio photos and video footage to Kaizen
- Confirm intro offer pricing (5 for $50)
- Brief sales team that the lead flow process is about to change
Milestone: Onboarding complete. Funnel in design.
Week 2
May 12 to 18
First Campaign Live
Kaizen
- Funnel built, tested, and live
- First Meta ad campaign goes live (intro offer, multi-avatar targeting)
- Nurture sequences built and loaded in Grow (SMS + email)
- CRM pipeline configured: every stage visible
- Weekly metrics dashboard set up
Geelong
- Brief sales team on new lead flow (leads come through funnel, tagged in Grow)
- Sales team begins calling funnel leads using existing process
Milestone: First campaign live. Leads flowing. Nurture firing.
Week 3
May 19 to 25
Optimize + Content Kickoff
Kaizen
- Optimize campaigns based on first week of live data
- Deliver content direction document to social media team
- Provide ad creative feedback loop
Geelong
- Social media team starts producing social proof reels (2/week minimum)
- Begin identifying local partners for Open Day (LSK confirmed, need 2 more)
- Weekly strategy call #1 (30 min)
Milestone: Content engine starting. Campaigns optimizing.
Week 4
May 26 to Jun 1
Scale + Event Prep Begins
Kaizen
- Second ad set testing different audience/avatar
- Creative refresh on ads if needed
- Begin event funnel build (Open Day registration page)
- Draft event email + SMS copy for database blast
Geelong
- Confirm Open Day date (Sunday, June 28)
- Secure 2 to 3 local partners (LSK + 2 others): confirm prizes, involvement
- Continue social content cadence (4 to 5 reels per week)
- Weekly strategy call #2
Milestone: Event date locked. Partners confirmed. Event funnel in build.
Week 5
Jun 2 to 8
Event Campaign Ready
Kaizen
- Event funnel live (registration page, event details, RSVP)
- Event ad creative designed and approved
- Win comp assets created (social graphics, entry mechanics, terms)
- Full event marketing plan delivered to Mitch
Geelong
- Finalize event logistics (class schedule, partner activations, prizes, food and drink)
- Business partner content prep: plan first appearances in social content
- Sales team personally contacts all 42 active intro offer holders about the event
- Weekly strategy call #3
Milestone: Event campaign ready to launch. Win comp assets ready.
Week 6
Jun 9 to 15
Event Launch + Business Partner Arrives
Kaizen
- Win comp goes live on social
- Event ads go live on Meta
- Email + SMS blast #1 to entire database (excluding active members)
- Intro offer campaign continues running in parallel
Geelong
- Business partner arrives in-studio full-time
- Business partner starts appearing in content (walk and talk, introductions, event teasers)
- Daily social content ramping up: event countdown begins
- Weekly strategy call #4
Milestone: Event is live. Win comp running. Two campaigns in parallel.
Week 7
Jun 16 to 22
Final Push
Kaizen
- Reminder sequence fires (1 week out): email + SMS blast #2
- Optimize event ads: push hard on high performing creative
- Final event follow-up sequence loaded (post-event nurture)
- Prepare day-of social content plan (stories, reels)
Geelong
- Final event logistics locked: staff briefed on schedule and roles
- Membership offer finalized (pricing, terms, how it is presented on the day)
- Business partner continues daily content
- Last push on personal outreach to intro offer holders
- Weekly strategy call #5
Milestone: Everything locked. Ready for the day.
Week 8
Jun 23 to 29
Open Day
Kaizen
- Day before: "Last call" email + SMS to registered attendees
- Day of: Social media coverage support (remote if needed)
- Day after: Post-event follow-up sequence fires automatically
- Day 1: "Thanks for coming" + event recap with photos/video
- Day 3: "Here is what you missed" + offer extended 7 days
- Day 7: Final follow-up with direct booking link
Geelong
- Execute the Open Day. Free classes. Partner activations. Prize draws. Membership sales.
- Capture as much photo/video content as possible (this fuels the next 3 months of social)
- Sales team converts on the day: intro offers and memberships
- Business partner is the face of the event
Milestone: Event complete. +40 net member target assessed.
Week 9+ | July Onwards: Sustained Growth
Monthly strategy reviews (60 min). Campaign optimization continues. Creative refresh with new content from the event. Systems handover documentation if you want to take over any components. +10 net members per month becomes the baseline. The funnel stays running. The content engine stays running. The sales team stays executing.
08 | Proof
STRONG Pilates Kelowna
A STRONG location that faced similar challenges. Here is what happened when the same approach was applied over 14 weeks.
Gross Revenue
$13.1K → $23.7K
+81% in 14 weeks (per week)
Total Members
231 → 276
+45 members
Intro Offers / Week
1 → 52
Peak week (Jan 5, 2026)
Ad Spend
~$260/wk
$37/day average
Kelowna Weekly Revenue
Dec 8, 2025 to Mar 2, 2026 (14 weeks)
The Kelowna Playbook
Lower spend ($37/day vs $50 to $100/day). Better lead quality through funnels, not lead forms. Proper nurture systems. Focused intro to member conversion. The same approach we are recommending for Geelong, and it is already working.
Key milestones: Weeks 1 to 4 = system setup + first campaigns live. Weeks 5 to 8 = intro offers climbing. Weeks 9 to 14 = membership conversions accelerating, revenue up 81%.
Relevance to Geelong: Kelowna is not Sydney or Toronto. It is a smaller market with a wide demographic, not unlike Geelong. The same principles apply: you do not need a massive budget, you need quality over quantity, and you need systems that build momentum week over week.
09 | The Investment
$300 Per Week
The full Kaizen Done With You service, with elevated inclusions built specifically for Geelong's push.
Weekly Investment
$300
No lock-in contracts
What's Included
Full DWY + Custom
Intro offer funnel + event campaign + content direction
Break Even
5
5 new memberships covers the monthly investment
What $300/Week Includes
Everything Kaizen delivers and provides
Execution (Kaizen Delivers)
- Meta ad campaign management (intro offer + event)
- Ad creative design (graphics + video editing)
- Copywriting (ads, emails, SMS, nurture sequences)
- Custom intro offer funnel (built for Geelong, not a template)
- Open Day event campaign (event funnel, event ads, follow-up sequences)
- CRM pipeline build-out and automation in Grow
- Nurture sequence setup and optimization
Strategy + Support (Kaizen Provides)
- Weekly strategy calls (30 min)
- Content direction playbook for social media team
- Multi-avatar ad targeting strategy (multiple audience segments)
- Database marketing (email + SMS blasts to existing contacts)
- Win comp setup and management
- Business partner content coaching (mid-June onwards)
- Weekly metrics tracking and reporting
- Dedicated Slack channel for ongoing support
What Your Team Provides
The pieces only you can deliver
- Raw studio photos and video (before Week 2)
- Social media content production (4 to 5 reels per week per direction provided)
- Sales execution (calling leads, booking sessions, converting intros to memberships)
- Event logistics (venue setup, staff coordination, food/drink, partner management)
- Attend weekly strategy call (30 min)
- Fresh content as it comes (ongoing)
Ad spend is separate. Paid directly through your Meta ad account. We manage the campaigns; you control the budget. Recommended: $40 to $50/day (you are already at $40/day). This stays the same. We make the spend work harder, not bigger.
The math speaks for itself.
At $300/week ($1,200/month), you need just 5 additional members at $59/week average to be cash-flow positive on this investment. The target is +40 net in 8 weeks. Kelowna added 45 in 14 weeks at $37/day spend.
10 | Next Steps
Let's Go
Three steps to get started.
1
Confirm
Review this strategy with your business partner. One response is all we need: "we're in." And we start.
2
Send Studio Assets
Raw photos and video from the studio: interior shots, classes in action, instructors, the vibe. This is the fuel for the funnel and ad creative.
3
Onboarding Call
30 minutes. We align on goals, timing, brand voice, and brief you on the new lead flow. First campaign goes live within 7 days of this call.
You have 8 weeks to June 30.
Every week that passes is a week the funnel is not running and the database is not growing. The system works. Kelowna proved it. Your team is ready. Your partner is about to be in studio full-time. The timing is now.