How Move Madly turned one standout studio into a scalable brand experience

Kylie Transki had always dreamed of a fun, community-first Lagree experience that felt like a social event from start to finish. So, when she couldn’t find one that measured up, she built one
herself.

“Your workout does not have to be something you check off your to-do list every day,” she shares. “It can be something that you look forward to. I wanted to create a space where we could do Lagree in a dark room with loud music and make it feel like a party.”

Based in San Diego, Move Madly has carved out a distinct identity rooted in high-energy movement, playful pink branding, and a welcoming atmosphere. But as the beloved studio expanded to its second location, Kylie faced a dilemma many boutique fitness owners know well: how to scale while preserving the DNA of the brand she had worked so hard to build.

The challenge with opening location #2: replicating the magic behind the Move Madly brand

For Kylie, opening Move Madly’s second location in Pacific Beach was exciting — but it also came with a new level of pressure.

“The decision to open a second location, it’s very scary,” she recalls. “There are a lot of things you have to think about as you scale and grow because it’s more than just opening up a new physical space.”

For boutique fitness brands, consistency is everything. The interactions at the front desk. The booking experience. The way instructors engage with members. The feeling someone has when they walk into the room for the very first time.

Using the first location as a blueprint for growth

By the time Move Madly was ready to expand, Kylie and her team had a clear understanding of what made the original Encinitas location successful.

“Opening the first location was so challenging, but it’s what made opening the second location smoother,” Kylie says. “We already had so many of the little details worked out and we were able to copy and paste a lot of that to the second location.”

Mariana Tek became a key part of making that repeatability possible, both operationally and from a customer experience standpoint.

“Working with Mariana Tek, it was super easy to get the second location up and running because we had built out everything that we really needed in our software,” Kylie adds. “We already knew what reports we were pulling weekly. Our clients were already familiar with how the software works.”

The team also approached the second location with a stronger understanding of how to use Xplor Growth to create a more seamless and consistent customer journey.

“I think that was a big learning curve with my first location. I was not maximizing my marketing through Xplor Growth,” Kylie explains. “Adding that piece onto our Mariana Tek experience with the second location has been a complete game changer when it comes to creating a consistent online and in-person experience across both locations.”

Providing a welcoming client experience

Part of what keeps customers coming back to Move Madly is the positive experience, from the energy in the studio to how easy it feels to book and show up for class. That starts long before a client first walks through the door.

“Fitness is so intimidating and those of us who do group fitness all the time don’t realize how scary it can be for a first-timer coming in,” shares Kylie. “So what really stands out with our studio and the experience we provide is tearing those walls down and making it feel welcoming.”

That’s why delivering a seamless, intuitive booking experience has always been critical.

Supporting clients also depends on giving staff the right tools and ensuring they feel confident using them from day one.

“Our entire team here at our second location is operating at the same level as our front desk workers who have been at my first location for years because of how easy it was for them to learn the software and function within it,” shares Kylie.

What’s next for Move Madly

With two successful locations and a scalable operational foundation in place, Move Madly is positioned for continued growth without compromising the experience that made the studio successful in the first place.

As the brand continues to scale, Mariana Tek supports Kylie in fine-tuning the customer experience, giving her deeper insight into what people respond to and where small adjustments can make a big impact.

Inspired by Move Madly’s story? Discover how Mariana Tek can help you create a standout studio experience, build stronger client relationships, and scale with confidence. Book a demo today to see how the right technology can support your studio’s next stage of growth.