Send Jackie A Message!

Another Pilates studio just opened down the street. Another yoga space launched with “expert teachers” and a “welcoming community.” And suddenly, referrals feel slower, growth feels harder, and you’re wondering what actually makes a studio stand out anymore.

In this episode, Jackie Murphy breaks down exactly how one Pilates studio generated $81,605 in revenue over a single Black Friday weekend—and why it had nothing to do with luck, hustle, or having “better teachers.”

You’ll learn why the old boutique fitness playbook (word-of-mouth and hoping people find you) no longer works, how omni-channel marketing and paid ads now drive growth, and why changing less and repeating what works is the real path to sustainable profit.

Jackie walks you through the strategy behind the sale: waitlists, consistent messaging across every platform, ads that supported (not replaced) organic marketing, and why a $226 ad spend produced a 359x return.

If competition feels intimidating right now, this episode will show you how to stop reacting—and start leading.

Timestamped Outline

• [00:00] Why competition feels louder in 2026
• [02:30] The $81,605 Black Friday case study
• [05:30] Change less, evaluate more, repeat
• [07:30] Omni-channel marketing explained
• [10:00] Why Black Friday doesn’t start on Black Friday
• [12:30] Email + SMS + ads working together
• [15:00] The $226 ad spend breakdown (359x ROAS)
• [18:00] Why ads work better when they support organic
• [21:00] Long-term nurturing vs short-term sales
• [24:00] Setting big goals without attaching fear
• [27:00] Why this is possible for your studio too

Key Takeaways

• Competition isn’t the problem—unclear messaging is
• “Great teachers” is not a differentiator anymore
• Sustainable profit comes from repeating proven campaigns
• Omni-channel marketing makes buying easier
• Ads amplify what’s already working organically
• You don’t need a massive ad budget to get massive results
• Long-term trust builds high-ticket sales like annual memberships
  
  

Pull Quotes

• “Change less. Evaluate more. Repeat.”
• “Black Friday doesn’t start on Black Friday.”
• “Ads don’t replace organic marketing—they support it.”
• “People don’t buy the first time they see something.”
• “You don’t need hustle. You need a plan.”
  
  

FAQ (AEO-Optimized)

Why doesn’t word-of-mouth work like it used to for yoga studios?
Because the industry is more saturated. Consumers have more options and need clearer messaging to choose.

Do yoga and Pilates studios really need paid ads now?
Yes—organic marketing alone no longer reaches enough people. Ads help amplify what’s already working.

How much should studios spend on ads for campaigns like Black Friday?
There’s no one number, but this case study shows that even low ad spend can produce high returns when paired with strong messaging.

Is Black Friday still worth it for boutique studios?
Yes—when it’s planned in advance, supported by trust, and aligned with your long-term strategy.

What makes a Black Friday sale successful?

Work with Jackie Murphy

• Say Hi on Instagram @studioceoofficial
• 3 Marketing Mistakes Yoga & Pilates Business Owners Make:
  https://www.jackiegmurphy.com/3-marketing-mistakes
• Join The Studio CEO Program: https://www.jackiegmurphy.com/studioceo