Every customer is important—but should you treat them all the same? Data from Mariana Tek’s 2026 Boutique Fitness Industry Report illustrated how different stages of the customer journey have very different needs.  

Key Takeaway

In short

Studios will see success by tailoring actions to the tenure of each customer, and setting unique goals for each segment.

Read on for more insights on adapting your strategies for two critical stages in the customer journey – new member acquisition, and creating brand loyalists. We sought advice from two Mariana Tek marketing experts: Emily Huddle, who leads the Satellite marketing services program, and Anne Marie Shrader, a Marketing Solutions Consultant for some of Mariana Tek’s largest Enterprise customers.  

Early in the Journey: Optimizing for Newcomers  

There are plenty of obstacles to overcome with new clients. They might feel intimidated when attending a class format for the first time. Studios may have inconsistent communication or forget to follow up. Maybe the website or scheduling platform is confusing.  

This year’s industry report spent a good chunk of time on these newcomers: Getting them in the door, converting them to membership, and maximizing spend in those early days. Here’s a quick snapshot: 

  1. 17% of monthly studio traffic comes from first-timers – Studios we surveyed said their top methods for getting new clients in the door were word of mouth, social media marketing, and referral programs. 
  2. Paid intro offers convert better than free trials – Intro offers conversion rates are higher when the package includes multiple classes and there’s a fee attached. That tells us new clients need to have skin in the game as they build habits. 
  3. The 5th visit is the money visit – Two pieces of data tell us 5 is the magic number of visits to maximize revenue from customers: i) In the US, 5 is the average number of check-ins before conversion to membership. ii) Retention rates climb between visits 1–4, and they stay above 90% once you get someone to class 5. 
  4. Customer spending plateaus after the first 6 months – Average monthly revenue increases 33% from month 1 to month 6. After that gradual growth, spending stabilizes. So there’s a significant opportunity to increase a customer’s lifetime value if you boost it early. 

Here are a few suggestions from Emily – the leader of Satellite, our program for small business marketing services to tailor your marketing and customer experience for newcomers: 

  1. Prioritize “Welcome Energy”: The tone of your brand, both online and in person, should feel warm, personal, and encouraging. This means using real member photos, introducing instructors on social, and following up every first visit with a personal text or email (not JUST an automation). 
  2. Simplify first impressions: Focus on clarity and consistency across your marketing channels. New clients shouldn’t have to guess what your studio offers or how to get started. Streamline your intro offer, call-to-action, and class descriptions so they’re easy to understand and feel approachable to someone new to fitness or your modality. 
  3. Design a seamless onboarding path: Treat the first 14–21 days as an onboarding journey rather than a trial. Automate reminders, highlight what to expect, and invite new members into community moments (like a “newbie spotlight” post or buddy-class incentive). 

Example Goals for Your New Client Acquisition 

  1. Conversion: Move new customers from intro offers to long-term memberships (30-40% conversion to meet industry standards) 
  2. Engagement: Achieve 3–5 visits during the intro period to build routine and confidence. 
  3. Experience Consistency: Ensure every first-class experience mirrors what’s promised in your marketing, e.g. clean space, clear guidance, and approachable energy. 
  4. Community Integration: Aim for each new member to have at least one personal connection (staff or peer) by the end of week two. 

Later in the Journey: Optimizing for Brand Loyalists 

First comes a new member, then comes… the rest! Brand loyalists are not only the beating heart of your studio, they also provide much-needed revenue predictability each month. 

But the Industry Report showed one other way brand loyalists help your studio: They play a huge role in new member growth. Think word of mouth, engaging with and talking about you on socials, bringing guests, etc. 

Our survey of studio owners and operators found that word of mouth was the #1 most effective strategy to attract new clients for a whopping 86% of studios. It’s all a cycle: Strong retention powers strong acquisition.  

To power that retention, you’ve got challenges to overcome. Long-term members can get bored with their routine if you aren’t refreshing programming often enough or using gamification to motivate. They might not feel appreciation or recognition once they’re no longer a newbie you’re trying to convert. And they might find it annoying if the communication they receive is really meant for prospects, not them. 

Here’s what Anne Marie, Marketing Solutions Consultant for some of Mariana Tek’s largest Enterprise customers, has to say on crafting marketing and customer experiences specifically for your long-term brand loyalists: 

  1. Offer exclusive access: Offer early registration or small “member-only” moments that make brand loyalists feel valued and included in what’s next. Highlight these membership perks in your nurture messaging so newer clients consistently see the value of being a member. 
  1. Evolve their experience: It’s normal for long-term members to plateau, so do what you can to keep the journey dynamic. New class formats, workshops, or seasonal challenges are all great ways to re-engage motivation. 
  1. Encourage sharing: Inspire loyal members to spread their enthusiasm organically through community events or social engagement. If you ask for a referral, offer some sort of value to the member (like free merch or a membership discount) for helping your community grow. 

Example Goals For Creating Brand Loyalists

  1. Retention: Maintain a 90%+ retention rate among members with 6+ months tenure. 
  1. Advocacy: Generate 1–2 new memberships per month from referral programs or ambassador initiatives. 
  1. Community Engagement: Ensure consistent attendance in challenges, events, or referral programs. Aim for 40–50% participation from active members. 

Start Your Marketing Journey with Mariana Tek 

Don’t worry if all these ideas sound overwhelming—Mariana Tek has got your back. Our features are built to help boutique fitness studios convert and retain customers at every stage of their journey: 

  • Dig into Insights 2.0 – Uncover trends in conversion, attendance, and retention to identify exactly where clients are engaging or falling off.  
  • Activate the Gamification Suite – Gamify your studio with Goals, Streaks, Milestones, and Challenges to keep members motivated and emotionally connected to your brand.  
  • Simplify your days with automation – Use marketing automations to deliver personal, perfectly timed communication that helps every client feel seen, whether it’s a “first class” follow-up or a “five-year anniversary” celebration. 

And if you’re not sure where to start? That’s where Satellite, Mariana Tek’s in-house marketing strategy team, comes in. Satellite uses your business data to uncover insights and guide strategic decisions around automations, branded email journeys, and growth campaigns that align with every stage of your customer journey. The team helps you understand what to prioritize and why, ensuring each marketing touchpoint supports stronger acquisition, engagement, and retention within Xplor Growth, all while staying completely authentic to your studio’s voice. 

Get in touch with our team here, and don’t forget to download your copy of the 2026 Boutique Fitness Industry Report. 

Colleen Trinkaus Profile Picture

by Colleen Trinkaus Marketing Director, Mariana Tek

  • First published: October 30 2025

    Written by: Colleen Trinkaus