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Make Me FeelNew studio model

A Pilates studio that had no memberships in June earned a third of its studio income from them in September.

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Make Me Feel

Proof at a glance

Studio income from memberships in September (none before the July plan)
33.4%
Weekly group occupancy from mid-August (July: 33–⁠46%)
58–⁠73%
People who took a membership since August and are still members
30 of 35
How to read this

Figures come from the studio's own operations, finance and reactivation sheets, read on 3 October 2026, with September as entered by then. Memberships started in August and most members joined in September. When these figures were read, 30 of the 35 people who had taken a membership were still members, and October renewals were still coming in. Part of the occupancy change is probably seasonal, since July is a summer month.

How the studio's system works

A new client's path through the studio

  1. First contact
    Instagram, a referral or a call to a past client
  2. Start
    Three paid sessions within two weeks
  3. A call after the first session
    The studio's manager checks in
  4. A call after the third session
    An offer of a membership (Balance or Flow) or a pack
  5. A membership
    Renews every month until the client cancels
After Start, each client has one status
  • Member
  • Pack
  • Not now

Every “not now” gets a next-contact date.

The order it was built in

  1. 3 Jul
    Written plan
    What to change, in what order, and which numbers to watch
  2. 23 Jul
    First calls to past clients, first Start sold
  3. 1 Aug
    Monthly memberships go live
  4. 31 Aug
    Two new trainers take over a departing trainer's classes
  5. 3 Sep
    Finance split and a weekly check
    The month's result, the studio's cash and the owner's money kept apart; a 20-⁠minute check with seven questions

The Context

Make Me Feel is a Pilates and stretching studio in Tallinn with a mostly Russian-speaking community. The owner is also the lead coach, and her blog is the studio's main way of finding new people. She wanted the studio to earn steadily on its own, separately from her personal coaching. In early July we gave her a written plan for getting there, then built it with her team over the summer.

Where the studio started

Nothing renewed by itself.

Regular clients bought packs of 4 to 15 sessions. When a pack ran out, the income stopped until the client bought another one. There were no memberships.

New people came for one trial class.

There was no record of who came back afterwards, and enquiries were handled in Instagram messages.

The owner's money and the studio's were in one pot.

It wasn't possible to say whether the studio covered its costs without her own sessions. Separating the two was one of the first things she asked for.

Group classes were less than half full.

In July group classes ran 33–⁠46% full week to week, and one of the trainers was leaving in September.

A new way of earning, built week by week

The plan changed what the studio sells and in what order things get fixed: memberships, a paid first step and calls to past clients first, then fuller classes, and advertising only once the studio keeps the people it already has. We then built it with the owner and her team in weekly working sessions from July to early September, with help in Telegram between them.

What we built

  1. A written plan on 3 July: what to change in how the studio sells, in what order, and which numbers to watch every week.

  2. Two monthly memberships that renew every month until the client cancels, live from 1 August, with written rules for payment, freezes and agreements.

  3. Start as the new first step: three paid sessions within two weeks, with a call after the first session and after the third.

  4. A call script for past clients, with the questions to ask, the Start offer and answers to common objections, plus a daily call report. By the end of September the studio's manager had made 553 calls with it, reached 315 people and sold 17 Starts.

  5. Three live Google Sheets: client flow and Start progress, membership payments due, weekly classes per trainer and overall group occupancy, the month's result, the studio's cash and the owner's own money.

  6. A draft cooperation agreement for new trainers, written before a departing trainer's classes moved to two new trainers.

How it works

  • Three Google Sheets, for operations, finance and reactivation, with two dashboards and a daily call report

  • A next-contact date on every open client, so a follow-up doesn't depend on someone scrolling back through a chat

  • The month's result counts when the service was given; the cash counts the day the money arrived

  • A 20-⁠minute weekly check built around seven questions answered from the sheets

What changed

Memberships went from nothing to a third of studio income.

There were no memberships before the July plan. In September they brought in 33.4% of studio income, and memberships and packs together 46.5%, against 28.7% for packs in July.

Members are staying, and new ones keep joining.

Of the 35 people who have taken a membership since August, 30 are still members. 10 of the 13 who joined in August stayed through their first renewal, and 2 more joined in October.

Some of October's income arrived before October began.

Membership payments for October started coming in on 22 September. With packs, income waited on each client deciding to buy again.

Classes are fuller, and there are more of them.

Weekly group occupancy rose from 33–⁠46% in July to 58–⁠73% from mid-August. The studio went from 7 to 12 group classes a week, and from about 36 group visits a week in July to about 88 in September.

The month's numbers are in front of the owner while it is still running.

The sheets show who is in Start, whose membership payment is due, who needs a call today, how full the group classes were each week and where the month stands. They are set up for a 20-⁠minute weekly check built around seven questions.

Change how your business earns

The Workflow Architecture

  • Instagram and referrals
    New people
  • Past clients
    Reactivation calls
  • Payments
    Entered daily
  • Three live sheets
    Operations · finance · calls
  • Weekly check
    20 minutes
  • Owner
    Result · cash · own money

*Simplified visualization of the actual solution delivered.

Next step

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