Pilates on the Bay: From Niche Studio to Bayside Community Hub
How targeted demographic research and brand message realignment led to a 45% increase in local client acquisition.
THE CHALLENGE
A Disconnect with the Local Bayside Community
Pilates on the Bay offered excellent classes but their branding felt generic and wasn't resonating with the vibrant, diverse demographics of the Brisbane bayside area. They struggled to attract young professionals and active retirees, key local segments, resulting in slow growth and under-utilized class spots.
Key Pain Points
- Marketing messages were not attracting the right clientele.
- Low brand recognition in the immediate local suburbs.
- Difficulty differentiating from other local gyms and studios.
- Stagnant social media growth and low engagement.
- New client acquisition was slow and costly.
THE SOLUTION
Hyper-Local Brand & Messaging Strategy
We developed a strategy to deeply connect the 'Pilates on the Bay' brand with its unique location and community. This involved a multi-faceted approach combining demographic research to understand the local audience, member surveys to pinpoint core values, and message experimentation to find the most resonant voice.
Discovery & Research
3 WeeksConducted deep-dive research into the demographics of the surrounding bayside suburbs. Simultaneously, we deployed feedback surveys to current members to understand what they loved about the studio.
Message & Offer Development
4 WeeksBased on the research, we crafted new brand messaging, value propositions, and targeted class offerings (e.g., 'Sunrise Flow for Early Risers', 'Active Agers Reformer') designed to appeal to specific local personas.
Implementation & Rollout
5 WeeksDeployed the new messaging across the website, social media, local partnerships, and in-studio communications. We monitored real-time feedback and engagement to make minor adjustments.
Technologies & Tools Used
IMPLEMENTATION TIMELINE
Research Synthesis
Completed all demographic and member research, identifying three key local personas to target.
Digital Asset Overhaul
Rewrote website copy, updated social media bios, and launched initial ad campaigns with new A/B tested messaging.
Community Engagement Launch
Initiated partnerships with a local cafe and allied health clinic, and promoted the first community workshop, which sold out.
THE RESULTS
The re-positioning strategy created a significant, measurable shift in client acquisition and brand perception.
Client Demographics
Clients Aged 25-40
Clients Aged 55+
Brand Engagement
Local Search Mentions
Social Media Engagement Rate
"We always had a great studio, but we struggled to communicate our value. This process helped us find our voice and truly connect with our bayside community. We're not just a studio anymore; we're a local hub."
KEY LEARNINGS
Your Community is Your Niche
Instead of generic fitness marketing, focus on the specific needs, schedules, and lifestyle of the people in your immediate vicinity.
Your Current Members Know Best
Your happiest clients are a goldmine of information. Surveying them reveals your true unique selling propositions.
Authenticity Beats Polish
Messaging that reflected the real, relaxed bayside lifestyle outperformed slick, corporate-style fitness advertising every time.
WHAT'S NEXT
With a strong brand foundation, the next phase is to expand community-focused initiatives.
- Launch a hyper-local referral program with partner businesses.
- Develop a series of specialised workshops based on member feedback.
- Sponsor a local community fun run or market day.
READY FOR YOURTRANSFORMATION?
Let's discuss how we can create similar results for your business.