Wednesday 23rd July Business Briefing mid year business review

Mid-Year Business Review

• Encouragement to assess progress and set goals for the rest of the year

• Reminder to streamline efforts and double down on what’s working

Community and Online Strategy

• Focus on keeping community classes that are full or have waiting lists

• Avoid spreading thin with too many in-person offerings

• Seasonal online programs preferred over long-term memberships

Memberships and Pivots

• Memberships are difficult to maintain and can become burdensome

• Example shared of successful instructors closing memberships

• Flexibility and pivoting to new models is encouraged

Automated Programs

• Use 5- or 7-day challenges as funnels into courses or memberships

• Automate via email sequences and paid advertising

• Build a library of short, fully-automated programs (e.g., 7-day abs, posture, back strength)

Search Visibility via Content

• Blog posts, course pages, and FAQs improve discoverability via search and AI tools

• Emphasis on publishing helpful content related to fitness and wellness topics

• Example terms: “how to improve back pain,” “pilates near me,” “fitness classes in [city]”

Mailing Lists and Lead Magnets

• Importance of segmented email lists for better targeting

• Build lead magnets like free guides (e.g., menopause health tips) using tools like Canva

• Example: free 5-day email course with embedded YouTube links

Website Optimization

• Ensure “about,” program listings, and event dates are clear and updated

• Create toolkits explaining different class offerings to avoid confusion

• Example: videos or PDFs explaining what “Boost Fit” or “Club Size” classes entail

Shift from Memberships to Courses

• Recommend creating flexible short-term programs instead of ongoing memberships

• Suggestions include 3-week programs tied to seasonal events

• Offer packages for access to all upcoming programs

Content and Reels Strategy

• Use social content that highlights modifications (e.g., “if you can’t do that, do this”)

• Focus on helping users overcome fears about joining classes

• Create reels addressing specific goals: balance, mobility, core, posture

Event Planning

• Plan local or international events and retreats well in advance

• Look for inspirational venues and unique experiences (e.g., candlelight classes, rooftop sessions)

Consolidation Tips

• Review and update MailorLite, signup boxes, blog, and content calendar

• Aim for higher-quality, informative reels and diversified marketing touchpoints

• Final note: space and simplification create room for business growth