Wednesday 11th February briefing

Encouragement to use the Pure Energy app’s new “Eternal” mix and upcoming cover releases, highlighting how fresh music can elevate classes such as warm-ups, cool-downs, fitness Pilates, and reformer. Emphasis on staying current with music trends to enhance participant experience.

Strong focus on running masterclasses as a key business strategy. A masterclass is defined as a special, one-off class that differs from the regular timetable. It can be any format—Pilates, mobility, dance, step, salsa, kettlebells, technique sessions, or collaborative team-teach sessions.

Clarification that instructors do not need to be presenters to host a masterclass. Any experienced instructor can position themselves as an expert by offering a special event-style class in a different venue or format.

Masterclasses are described as event marketing. They function as mini-events that elevate your brand, create buzz, and attract new clients. They also act as an additional “vertical” within a hybrid fitness business model.

Emphasis on consistency. Initial numbers may be modest (e.g., around 20 participants), but growth happens over months of repetition. Running them monthly builds momentum, reputation, and stronger attendance over time.

Nostalgia and retro formats are highlighted as particularly powerful right now, especially for midlife women. 90s step, retro aerobics, disco, salsa aerobics, and throwback formats tap into emotional connection and positivity during challenging times.

Explanation of multiple benefits:

• Positions you as an expert.

• Creates a memorable experience.

• Generates new leads.

• Drives additional revenue.

• Produces strong social media content.

• Increases engagement and ticket sales for future events.

Examples of successful event marketing in other industries (e.g., fitness brands, apparel launches, Red Bull) illustrate how events build brand identity rather than directly selling a product.

Suggestion to incorporate charity events, local hall openings, and community initiatives as masterclass opportunities. These create goodwill, local PR, and exposure in community Facebook groups.

Marketing guidance:

• Use Canva to design exciting promotional graphics.

• Feature yourself prominently in marketing materials.

• Reassure participants about accessibility (e.g., basic step breakdown).

• Choose an attractive venue with parking and accessibility.

• Consider goodie bags, collaborations, merch, and partnerships with local businesses.

Pricing strategy example: charging £11 for a masterclass. Even at a lower price point, the long-term payoff includes increased course enrolments, reformer sign-ups, social media engagement, and broader brand visibility.

Advice to schedule events strategically before Easter, particularly during the four-week window in March, before seasonal disruptions like bank holidays.

Encouragement to test demand via social media polls and interest posts if unsure. Emphasis on overcoming fear that “no one will come” and understanding that growth starts small and builds.

Final call to action: choose a format, book a venue, set a date, and start selling tickets. Consistent event delivery can become a major PR and revenue driver.