The opportunity, at a glance
The upside here is not more visitors. It is value already walking through the door that the current site lets slip: seats left empty, drop-ins who should be members, and lapsed regulars with no way back. The three questions below turn each into something you can act on.
Start here
What's already working
Before the opportunities, the foundations you are building on. These are genuine strengths, not padding, and they are why the questions below are about growth rather than repair.
You own the customer relationship
Bookings come to you directly, by phone and email, not through a third-party class marketplace that takes a cut and sits between you and your members. The plumbing is dated, but you keep the full value of every booking and the direct relationship. That is worth protecting as you modernise.
Prices are clear and upfront
Pay-as-you-go at £16, Unlimited at £89 a month, and a £140 class pack are all shown plainly. Nothing is hidden behind an enquiry, which lowers the effort it takes someone to decide to join.
A strong, low-risk hook
The free first class is a genuine, low-commitment invitation and it is a real asset. The offer itself is right. The questions below are about what happens in the days after that first class, where the real value is won or lost, and where the current site is silent.
A recurring-revenue spine
The £89 Unlimited membership is the kind of predictable monthly income a class-by-class studio often lacks. It is the single asset most worth protecting and growing, and most of what follows points back to it.
Question one
Have you mapped the member journey end to end?
A member doesn't arrive fully formed. They discover you, try a class, decide whether to come back, join, stay, and (eventually, for some) lapse. Each step is a place to keep or lose them. Here is that journey walked against your current site, with the gaps named.
Discover
The basics are covered: a visitor learns what you do and where you are.
Leak: the opening does little to stand out, and a visitor who is interested but not ready to call today has no way to leave an email, so anyone not ready in the moment simply leaves with no trace.First class (free)
The free class is a genuine, well-placed hook.
Gap: it can't be booked online at all, only by phone or email in office hours, and with no deposit or card on file, a booked free spot can quietly no-show. The most motivated visitor, browsing on a phone in the evening, has nothing to act on.Second and third visit
The first few visits are where a habit forms or doesn't.
Biggest quiet gap: nothing nudges a first-timer back. No "book your next class" prompt, no follow-up, and no email to send one to. This is the most valuable stretch and the site is silent here.Join
Pricing is clear and the case for Unlimited is easy to make.
Gap: joining doesn't take payment online, so the moment of highest intent, right after a good class, isn't captured. The visitor has to come back later, in person, and act again.Stay
The Unlimited membership is a real retention asset once someone joins.
Room to grow: there's no members area and nothing that builds belonging beyond the class itself, so leaving never feels like a loss.Win back
Some members will always drift away for a while.
Gap: with no email list, a lapsed member is gone rather than one message away from coming back.Question two
Where might revenue be quietly leaking?
Four places worth a look. Each is grounded in what your site shows today, each figure is illustrative and built from your published prices, and each names what a change would cost as well as what it might save. These are options to weigh, not instructions.
No-shows on free and booked classes
Your timetable shows real classes with limited spots, and a free first class that takes no deposit and can only be reserved by phone or email. With no card on file and no automatic reminder, a booked spot, and especially a free one, can quietly no-show, and an empty mat costs the same as a full one. Across 40-plus weekly classes even a couple a week is a steady trickle of lost seats.
The honest trade-off: a deposit adds a little friction to a first booking. This is a balance between protecting the seat and keeping the free class genuinely frictionless, a call worth making on purpose.
Build onceonline booking with an optional refundable deposit (the Professional package plus the payments add-on).Grow monthlythen a recurring Recover flow that reminds, chases and re-fills missed spots. This only works once booking captures who's coming, so the build comes first.
The drop-in who should be a member
Pay-as-you-go is £16 a class; Unlimited is £89 a month, so a member breaks even at roughly five to six classes. A keen drop-in coming twice a week is paying around £128 a month for what £89 would cover, and probably hasn't done that maths. Nothing on the current site does it for them, and nothing knows they are a frequent drop-in in the first place.
Build oncethe on-site assistant and a members area (the Professional package, with a members area as an up-tier).Grow monthlythen a recurring Qualify and nudge: the assistant spots the frequent drop-in and offers an honest "you'd save this much on Unlimited" prompt at the moment they'd act.
No owned list, so no way back to non-bookers
To be clear first: your live enquiries are handled. The contact form emails you, and you answer from your inbox like any studio does. The gap sits one step further out. There is no owned email list, so the people who visited or enquired but did not book, the no-show, the lapsed member, the "not today" browser, have no way back. You can reply to anyone who writes in, but you have no way to re-open the conversation with the ones who went quiet without ever sending a message. A single win-back note to someone who came once and drifted is the cheapest booking you will ever make, but only if you have a list to reach them on.
Build onceemail capture wired to a real, owned list (part of the Professional build, with a win-back flow as an add-on).Grow monthlythen a recurring Reactivate engine that recalls dormant members and nurtures "not today" visitors back. It can only run once there is a list to run it on.
Nothing to sell for the weeks people can't get in
Members pay for classes they attend. For the weeks they travel, get ill, or life gets busy, there is nothing to keep them engaged or spending. A small library of recorded flows, or an at-home track, is a modest ownable revenue line that also softens the reasons people cancel.
The honest note: this is real content to produce and keep fresh, so it earns its place only if members would genuinely use it. Worth testing the appetite before building it, which is why this is a conversation, not a build we'd propose today.
Question three
Who is your most valuable, underserved member?
On a boutique studio site, the visitor who is ready to book gets served well: clear timetable, clear prices, instant booking. The member served least by the current site is usually your most committed one.
Your most loyal member is already on Unlimited at £89 and would happily give you more, but there is nowhere for them to go. No premium tier, no small-group or one-to-one coaching, no workshops, no teacher training or retreat: nothing that turns real enthusiasm into a higher-value booking. They are your best word of mouth and your highest lifetime value, and the site speaks to a fifty-visit regular in exactly the same way it speaks to a stranger browsing the timetable.
What we could build
A few directions, in no particular order. Which fits is a founder's-taste call, not a sequence, so read them side by side rather than top to bottom.
A "beyond Unlimited" offer
Workshops, a founding-member tier, or occasional one-to-ones, given a home on the site and bookable like any class.
A members area
A reason for regulars to log in (their bookings, their progress, member-only slots), and the home for the upsell nudge and any at-home content.
Recognition for loyalty
Today the site says nothing to a fifty-visit regular that it doesn't say to a stranger. A small change with an outsized effect on how valued they feel.
How we looked at this
This is a passive, outside-in read, the same non-intrusive review as the website audit. We worked from your public site and its published prices, not from your booking data, member numbers, or financials. So everything above is a hypothesis to test with you, not a finding about your business. The figures are illustrative and deliberately ranged: put your real numbers in and some will change. The paid Deep audit is where your actual data replaces our estimates, and where the calls that are yours to make get the time they deserve.
When you are ready
Book your walkthrough
Marking up where you stand as you read is optional, but it is how you get the most from the call: it gives us these questions to work through together. Either way, book a call. No pressure, just a chat, and no cost.