How to Get More Pilates Clients as a Small Business

There are two big challenges that every Pilates studio faces, especially at the start: cash flow and securing new clients. Not only are these significant obstacles to growing your business, but they can often feed off of each other. Less cash flow means less money for reaching out to prospective clients, and fewer new faces means less revenue. Get out of that negative cycle with these four effective marketing strategies that can increase attendance at your Pilates studio: going digital, offering good pricing, providing a good experience, and in-person outreach. 

Optimize Your Online Presence

The first step to reaching new clients is to build a good website. It doesn't have to be a huge, sprawling site, but it does have to showcase your expertise, results, and unique value. Create a mobile-first website where interested locals can find your credentials, your class schedules, and information about your studio. 

Over time, build up a portfolio of images and a library of blog posts or articles establishing your expertise. This will provide SEO benefits, especially if you target the right topics and give your audiences a reason to stay on your site longer. 

Offer Introductory Specials and Packages

For many Pilates studios, pricing strategies are always in flux. However, there is one common element: you can use pricing tactics to get new clients to test you out and commit to your studio. Here are some potential strategies you can use to increase your number of new Pilates clients: 

• Create a package and plan deals with a lower per-class rate in exchange for a commitment or subscription plan.
• Offer discounted rates on initial classes, either through direct discounts or bring-a-friend promotions.
• Develop a referral program that incentivizes current clients to bring friends or encourage people to attend.  
• Offer short-term access to advanced classes or one-on-one sessions with advanced equipment at your introductory prices.

You can also create engaging marketing opportunities by holding introductory seminars or survey classes, cross-promoting your events with other small businesses that share your target market, and promoting your class packages or discounts online.

Use High-Quality Equipment

One of the best ways to get new clients is to offer services that are in demand but aren't well-served in your local area. For example, you can outfit your studio with Pilates Reformers, Reformers with Towers, and other specialty equipment that other studios simply don't offer. This can draw in intermediate and advanced crowds who are ready to commit to a studio that serves their needs.

High-quality equipment also provides a lot of benefits for your brand reputation. Your attendees and clients will be able to spread the word about the quality of their experience, your studio's unique features, and the expertise you have. It can feel like investing in Pilates equipment is a risky expense, but it makes your studio stand out and gives you access to new markets. High-quality equipment also won't develop the wear and tear that lower-end units will, so your investment stays good for longer.  

Engage With Your Local Community

Finally, engage in marketing efforts directly in your local community. Becoming a familiar name and brand keeps you top of mind for audiences who are considering Pilates. Directly engage with local community members through:

• Public classes and demos that will get the attention of people walking by
• Participate in local health and wellness events or programs
• Hold introductory classes at local gyms and fitness centers

You can also indirectly gain new members by sponsoring charitable events and creating a networking group with adjacent local professionals such as chiropractors. 

Build Your Core Audience With High-Quality Equipment From BASI