A Blueprint for Lasting Client Loyalty
With a wealth of experience, the Founder of Barre Body, Emma Seibold has honed her understanding of what it takes to attract and retain clients in the competitive fitness studio market. Over her 13 years in the industry, she has sold and closed 18 studios, and today, she operates two studios with a strong focus on teacher training platform. Her primary takeaway? Success goes far beyond marketing and client acquisition—it lies in the overall experience you offer clients from the moment they step through the door.
"Yes, you have to attract new clients, and that's where most new studio owners focus," says Emma, "but in my opinion, your priority should be on the customer experience. There's often a lack of focus on the experience people have when they come into the studio. It’s everything. Every client needs to feel like the most important client of the day."
From how clients are greeted to the ambiance and small details like the hand soap you provide, every interaction contributes to how clients perceive your brand. Emma advises studio owners to map out the entire client journey before thinking about how to get more clients in the door.
"If you don't have the client experience journey mapped out, there's no point in focusing on attracting new clients," she says. "It’s about building a momentum that takes time. New studios often don’t see success right away—it takes time to grow, especially in competitive areas. But if you open in a location without a lot of competition, like in an area without an existing reformer studio as an example, you’re more likely to make a bang."
Location is a key factor in determining whether a new studio can succeed right off the bat. Emma emphasises the importance of choosing an area where there isn’t already a saturated market, as it gives you a better chance to stand out and make a strong first impression. But even if you’ve got a great location, that’s just the beginning. A targeted marketing strategy is essential.
"Make sure you're using Facebook and Instagram ads, Google ads too. You need community engagement as well—work with local businesses, and make sure everyone in the area knows you're there."
Once you've attracted clients, the next focus should be on converting them into long-term members. Emma suggests leveraging tools within your studio management software to guide clients through the process and figure out what they need. "It’s about walking them through the journey—what do they need help with? It’s your role to guide that conversion process."
For Emma, creating a positive client experience is deeply tied to building community. "In our studios, there is always a place where people can gather, sit, and chat. We don't have receptionists, so the connection is made directly with instructors. It builds a sense of community because it’s always the teacher who’s getting to know the clients."
“In our studios, there is always a place where people can gather, sit, and chat. We don’t have receptionists, so the connection is made directly with instructors. It builds a sense of community because it’s always the teacher who’s getting to know the clients.”
Community-building starts with how studio owners treat their teachers. Emma’s approach to teacher engagement is clear: "I care for our teachers first. We don't do tier pricing for our instructors. I expect every teacher to be a great teacher. A great teacher's energy creates community."
Emma also uses challenges, workshops, and events to keep members engaged without charging extra. "We run these to make members feel like they’re getting added benefits. It makes them 'sticky,' and they feel more connected to the studio."
When it comes to promotions, Emma is selective about offering free classes. "I only do that during opening week or maybe for someone personally like a brand I’m trying to work with. Any introductry offer needs to be appealing—not too long, but long enough for them to try out a few classes, experience the studio, and feel the vibe."
For ongoing retention, Emma’s studios have leveraged platforms like ClassPass to fill excess capacity. However, she notes that ClassPass has significantly changed the industry, and while it’s useful for some, studios need to carefully evaluate how they incorporate it into their strategy.
Emma firmly believes that social media is the new website, particularly for younger audiences. "Anyone under 40 goes to social media first. Your feed should reflect the brand and the vibe you’re creating, and give potential clients a sense of what they can expect. Stories are for fun, behind-the-scenes moments. It’s essential to collaborate with brands that share similar goals. Loop giveaways can also be a great idea— that’s where 6 or 8 brands create a prize pack and promote across all their channels and tag each other —it’s a great way to expand your reach across audiences."
Looking ahead, Emma sees the fitness industry shifting towards a blend of strength training and boutique environments. "I think we've hit the top of the market for Pilates, and while it won’t shrink, I’m seeing more interest in strength training. The challenge is how to bring that into a boutique studio setting."
She also predicts that more studios will focus on catering to specific lifestyle stages, tailoring programs for distinct audiences, like women in their 40s, or clients going through menopause as an example. "It's all about how people feel when they engage with your brand, and making sure they have a great experience both in-studio and beyond."
In an increasingly competitive market, Emma Seibold’s insights emphasise that while attracting new clients is important, focusing on the overall experience and community within your studio is what leads to long-term success. By building a strong foundation of client care, thoughtful marketing, and teacher engagement, studio owners can create a loyal client base that grows through authentic relationships and a positive atmosphere.
Emma Seibold is one of Australia’s most sought-after wellness entrepreneurs, as the founder and creator of Barre Body, Australia’s first barre studio concept, Bende Byron, and Teacher Love Club. Barre Body has flourished since its inception in 2012, with an incredible online platform, world-class teacher training programs, and a cult following. Bende is its highly successful sister studio in Byron Bay and Ocean Shores. And Teacher Love Club is a mentoring and professional development app for Pilates & barre teachers. Passionate about female entrepreneurism, Emma is an inspiring entrepreneur who knows what it's like to single-handedly build a business from ground up.
FAQs
1. What is Emma Seibold’s main takeaway for attracting and retaining clients in the pilates industry?
Emma believes the key to success lies in focusing on the client experience, from the moment they walk in the door. Every interaction, including small details like greeting and ambiance, shapes how clients perceive your brand and can help build long-term loyalty.
2. How important is location for the success of a new fitness studio?
Location plays a crucial role. Emma advises opening a studio in an area with less competition to stand out and make a strong first impression, giving new studios a better chance to succeed.
3. What strategies does Emma recommend for converting new clients into long-term members?
Emma suggests using studio management software to guide clients through their journey and identify what they need. By understanding their goals and providing the right support, you can help convert them into long-term, loyal members.