5 Ways Yoga & Pilates Studios Can Fill More Classes
Most yoga and pilates studios don’t have a client problem — they have a visibility and retention problem. When classes aren’t full, it can feel tempting to slash prices or run endless discounts. But all that really does is eat into your margins and attract the wrong kind of clients.
Instead, the studios that thrive are the ones that focus on long-term growth strategies — growth strategies that make you visible online, build loyalty, and create communities people want to be part of.
Here are five proven ways to fill more classes without discounting.
1. Local SEO – Be the first studio people find
Ever wondered how yoga and pilates studios actually show up when you type things like “yoga near me”, or “pilates classes near me” into Google? It’s not just Google magically knowing where you are, it actually comes down to how well your website and online presence are set up.
For yoga and pilates studios, Local SEO (search engine optimisation with a geographic focus) is one of the most powerful and effective ways to bring in new clients. Why? Because the majority of people looking for yoga and pilates classes or studio near them aren’t searching for “the benefits of yoga”, they’re searching for something like “yoga classes in [city]” or “reformer pilates near me.” If your website isn’t built to show up for those searches, you’re essentially invisible to the exact people who are looking for the services you offer.
When it comes to Local SEO, there are a few core things to understand:
Local SEO Schema
Schema is essentially a piece of hidden code on your website that tells Google exactly who you are, what you do, and where you’re based. Without it, Google might see the word “yoga” on your site, but it won’t necessarily connect that you’re a yoga studio in Leeds (for example). Adding this schema markup helps Google match your site to local searches like “yoga near me.” To ensure you’re showing up for local search terms, schema markup is essential, and it’s really not spoken about enough. When we take on new clients, one of the first things we check for is schema markup, and more often than not, it’s not been implemented on their websites.Google Business Profile (GBP)
Having a Google Business Profile is non-negotiable, if you’re reading this, I’m sure you already have a profile set up and verified. That’s a great first step, but just creating one isn’t enough. Google wants to know that you’re a legit business and uses certain signals to verify your business. Essentially, Google will scour the internet to check that your NAP (Name, Address, Phone) details are consistent everywhere online - your website, social media, and any directories. In fact, the more places you consistently list your business, the better! But, beware - even small inconsistencies (like “Street” vs “St.”) can cause issues, so it’s essential to pay attention and ensure your business NAP are listed in the EXACT same way anywhere online. A fully optimised GBP with consistent NAP data tells Google your business is legitimate, reliable, and worth showing to local searchers.On-site content + keywords
Your website needs to reflect what you do and where you do it. That means ensuring your website is set up to target your keywords. If you have a yoga studio in Manchester that provides yoga teacher training, hot yoga, vinyasa yoga etc… you need to make sure your website contains these keywords. And remember, weaving in your city or neighbourhood naturally, think: “Yoga classes in Manchester” vs just “Yoga classes” is going to get you showing up locally - which is where your target audience are. It’s not about stuffing keywords everywhere, but about making sure Google (and the real-life humans searching on Google ) know what you do and that you’re local to them.
When Local SEO is set up properly, it works in the background 24/7 - putting your studio in front of people actively searching for what you offer, in your exact area. Most studios don’t get this right, which means they’re missing out on a constant stream of ready-to-book clients.
(This is where we come in - setting up Local SEO the right way, with schema, optimised Google Business Profiles, and consistent NAP, so your studio can show up first when people are looking for you.)
2. Intro Offers – The gateway, not the end point
Intro offers are one of the most popular ways studios try to get new clients through the door. The problem? Too many studios see them as just a cheap trial — a “come in for a week and see how you like it” type of deal. And while that might get someone to show up once or twice, it doesn’t guarantee they’ll come back.
The truth is, your intro offer isn’t just about the price — it’s about the experience. This is likely the very first time someone is interacting with your brand. If you treat it like a throwaway trial, you’re wasting a huge opportunity.
A strong intro offer should:
Feel valuable – It shouldn’t look like you’re just discounting for the sake of it. Make it enticing, but make sure the client feels like they’re gaining something worthwhile (not just saving money).
Guide the journey – This is the first step in their relationship with you, so you need to think about what comes next. How will you transition them from “trying you out” to becoming a loyal member?
That means building a full funnel around your intro offer:
Automated welcome emails or texts to say hello and set expectations.
A personalised welcome pack (digital or in-studio) that explains classes, introduces instructors, and answers common questions.
Class recommendations tailored to their level or interests.
Opportunities to connect with your team — even small gestures like a follow-up message after their first class can make a big difference.
A clear path to upgrade — whether that’s moving into a membership, a class pack, or a loyalty program.
A win-back campaign — if someone didn’t upgrade, move onto a membership, or book another class with you, don’t just forget about them. The time might not have been right for them to upgrade at that stage, but that doesn’t mean you can re-engage them later.
Even better? Ask questions during the sign-up process. Why are they here? Are they looking to build strength, reduce stress, or meet people? Are they a beginner or experienced? With just a few simple data points, you can personalise their journey from day one. A beginner might get suggested “Intro to Pilates” classes, while someone with yoga experience might be nudged toward advanced flows.
The studios that nail this don’t just sell a cheap trial — they create an onboarding experience that makes clients feel seen, supported, and eager to come back. That’s where retention starts.
(And if you’re wondering how to build out those funnels, automations, and touchpoints — that’s the kind of thing we help studios put in place.)
3. Retention & Loyalty – Keep clients coming back
Bringing in new clients is only half the battle. The real growth for yoga and pilates studios comes from retention — keeping people engaged and excited to return. But here’s the challenge: retention takes consistent effort, and most studio owners are already stretched thin. That’s where automation can become your secret weapon.
The right systems can do the heavy lifting for you — creating those little touchpoints that make clients feel valued, without you needing to manually remember every birthday or milestone. When done well, personalised automation can feel less like marketing and more like genuine care.
A few powerful ways to build loyalty:
Birthday incentives – Send clients a free class or a small discount for their birthday month. It’s personal, thoughtful, and a proven way to get them back in the studio. If you can’t quite stretch to a freebie, just a happy birthday message is a nice way to add a personal touch from your business. If the client has lapsed and is no longer attending classes or doesn’t have an active membership, an incentive to come back is essential.
Referral rewards – Automate a “Refer a Friend” campaign that gives both the existing client and their guest a perk. You’re not only rewarding loyalty, but also tapping into word-of-mouth growth.
“Bring a Friend” passes – An automated email that goes out after someone’s 10th class, inviting them to bring a friend for free, can be the nudge that turns your happy clients into your biggest promoters. Plus, it’s another easy way to tap into word-of-mouth and get new clients into your classes without having to spend on paid ads.
Loyalty schemes – Whether it’s points for classes, exclusive access to events, or milestone rewards, loyalty programs make people feel part of something bigger.
Class milestones – Imagine the impact of an automated message congratulating a client on their 25th or 50th class. It costs nothing, but the recognition can turn a casual member into a loyal advocate.
The key to making automation really work for you is personalisation. Don’t just send blanket emails — tailor your messages based on the client’s journey. A beginner might get encouragement after their first week, while a long-term client might get recognition for their consistency.
Retention is about more than just getting someone back in the door — it’s about making them feel like your studio truly values them. And when clients feel valued, they stick around.
(We help studios set up these automated systems so you can focus on teaching, while your marketing runs in the background building loyalty for you.)
4. Events – Build buzz & community
If you want to reach a whole new audience, boost your brand awareness and get a whole host of new people into your space, events are one of the most powerful tools in your studio’s marketing toolkit. They create moments people talk about, bring new faces through the door, and deepen relationships with your existing clients.
Events can take many shapes:
Workshops – Think beginners’ series, inversions masterclasses, or mindfulness sessions. These appeal to current members and give newcomers a low-commitment way to try your studio.
Seasonal experiences – Full moon flows, new year resets, or summer outdoor yoga in the park all create a buzz that goes beyond your regular schedule.
Community partnerships – Collaborate with a local café, juice bar, or wellness brand for a “yoga + brunch” morning. This not only makes the event more attractive, but also taps into your partner’s audience.
Charity classes – Hosting a donation-based event for a good cause not only fills your space, but also positions your studio as a community leader.
The magic of events isn’t just the event itself — it’s what happens afterwards. They give you content to share (photos, reels, testimonials), fresh reviews to collect, and most importantly, new leads to nurture. Someone who comes in for a sound bath workshop might be your next long-term member — if you follow up with them properly.
That’s why having a post-event funnel matters:
Automated thank-you emails with links to book another class.
A special “new member” offer only available to attendees.
Tagging event sign-ups in your CRM so you can personalise future communications.
Events aren’t just a fun extra — they’re a strategic way to grow your reach, build brand awareness, and strengthen client loyalty.
(And we help studios not just plan events, but build the follow-up systems that turn one-off attendees into lifelong members.)
5. Reviews – Social proof that sells
Think about the last time you searched “yoga classes near me”, or any local business on Google. You probably saw a list of local studios pop up on Google Maps. Now be honest — which one were you more likely to click? The studio with two reviews… or the one with hundreds of glowing testimonials?
That’s the power of reviews. They’re not just “nice-to-have” — they’re one of the biggest deciding factors for new clients, and they act as a trust signal to Google too. The more reviews you have (especially ones that naturally include keywords like “yoga,” “pilates,” or your city), the more likely Google is to push your business higher up in local searches.
The challenge? Most clients won’t leave a review unless you ask them. Which is why the best studios automate their review process. For example:
Automated follow-ups – After a client’s 2nd or 3rd class, send a friendly message with a direct link to leave a review.
Incentivise reviews – Offer a small perk (like a discount on their next class pack or entry into a prize draw) for anyone who takes the time to share feedback.
Run review campaigns – Periodically encourage your community to share their experience, especially if you’re launching something new or trying to boost your Google ranking.
Reviews don’t just attract new clients — they also reinforce loyalty. When a client sees their feedback featured on your website or social media, it makes them feel valued and connected to your studio.
The bottom line: reviews are free marketing. They influence prospective clients, they boost your SEO, and they build credibility in your community. But they only work if you make them part of your process.
(We help studios set up automated review systems that keep fresh testimonials coming in — without you having to chase clients one by one.)
My final thoughts
You don’t need to race to the bottom with discounts to fill your classes; whilst discounts are one way to get new clients, there are so many better ways! By focusing on visibility, creating valuable intro offers, nurturing client loyalty, hosting community events, and building a steady flow of reviews, your studio can grow sustainably — without sacrificing your brand or your margins.
Most studios know they should be doing these things. The challenge is knowing how to do them. You can’t be expected to be an incredible yoga teacher who does inversions for breakfast and also a marketing whizz writing code into your website by tea time.
You’ve already built something amazing on your own — but sometimes you just need a helping hand. I’d never expect to master a press to handstand without guidance from my yoga instructor, so why are you trying to tackle your marketing without a marketing expert in your corner?
If you’re ready to build a strategy that fills classes, keeps clients loyal, and grows your community — let’s chat. Request a complimentary consultation today.
