Movementality, A unique small group pilates studio, finding the right clients
After successfully running a thriving Pilates studio in Melbourne, the Movementality team relocated to Mount Lawley, Perth, to open a new boutique small-group Pilates studio. Unlike Melbourne, where Pilates awareness was high, they faced a market heavily dominated by large reformer studios. Their challenge was clear: educate the local audience about small-group Pilates, attract high-quality leads, and position themselves as a premium, expert-led alternative to mass-market reformer studios.
To achieve this, we leveraged targeted ad campaigns that spoke directly to their ideal clients, refining our approach through continuous testing to drive the right kind of leads, not just volume.
Challenges
No existing customer base in Perth
Competing against larger, well-known reformer studios
Educating the market on the difference between small-group Pilates and reformer Pilates
High-cost intro offer compared to budget-friendly competitors
Our Approach
Audience Testing & Refinement: Identifying Movementality’s ideal local clients and adjusting targeting to attract serious, high-quality leads
Tailored Messaging & Ad Creative: Positioning Movementality as a boutique, expert-led alternative to high-volume studios
Traffic & Awareness Campaigns: Instead of just lead generation, we focused on educating and warming up the audience first—a strategy that worked best for this business model
Conversion-Focused Strategy: Balancing brand awareness with direct-response ads that encouraged sign-ups
Continuous Optimisation: Reviewing ad performance against industry benchmarks and adjusting strategy for maximum ROI
Results
High engagement & click-through rates: Traffic and awareness campaigns performed above industry benchmarks, ensuring strong visibility and interest
Optimised Cost Per Lead: Despite a higher-priced intro offer, we successfully attracted quality leads who were serious about Movementality’s small-group model
Proven Traffic & Awareness Strategy: Traditional lead ads weren’t as effective, but traffic and awareness campaigns worked best for this unique business model
Improved Lead Quality: Testing and audience refinement allowed us to hone in on the right clientele—those genuinely interested in small-group Pilates over mass reformer classes
Key Takeaways & Next Steps
This campaign demonstrated that not all studios need the same approach - Movementality’s success came from testing, refining, and focusing on the quality of leads over sheer volume. Moving forward, we’ll continue optimising education-based ad strategies while scaling campaigns that attract serious, high-retention clients.
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