Ropewalk
Ropewalk now fills its intro classes year round, at $18 a booking and 38% of those trials turning into members.
- Industry
- Fitness studios
- Year
- 2025
- Intro class bookings
- 4.3x
Ropewalk
Fitness studios
4.3x intro class bookings
- Cost per trial booking
- $18
- Trial to membership
- 38%
Ropewalk runs four strength studios and sells one thing first: the intro class. Demand spikes in January and collapses by June, so the same budget bought wildly different results month to month. Classes also cap at 14, so overselling a slot costs more than missing one.
What we built
- A booking-first paid search and social account split by studio and class time, so spend follows the timetable instead of the month.
- A rebuilt intro class page that loads live availability first, then a three-field form, with the timetable visible before any copy.
- A twelve-touch email and SMS sequence from booking to first renewal, plus a separate reactivation track for lapsed members.
What it produces
Ropewalk now books 4.3x the intro classes at $18 each, fills off-peak slots first, and converts 38% of those trials into members. Summer spend is planned, not rescued.