⚠️ *MUST READ* ⚠️

Hey Team,

I hope you’re all doing well! I want to dive deep into our strategies for advertising and class schedules because getting these right is crucial for drawing people to your classes and keeping them coming.

Class Scheduling and Advertising:

We kick off our targeted advertising campaigns in your city when you have at least two weekly classes on our website ready for bookings. Why? Because having multiple classes increases the effectiveness of our ad spend. Basically, the more classes you have, the more we can justify a larger advertising budget, which helps create more visibility for you

The Importance of Multiple Class Times:

Having just one class or sporadic pop-up sessions has shown us that potential attendees often find the timings don’t work for them. This is why having multiple regular slots each week is so beneficial:

Consistency is key: When classes are at the same times each week, it lets people plan their schedules around them, helping turn first-timers into regulars.

Profit-sharing studios are partners in your success: Studios that share profits are more motivated to promote your classes because they benefit directly from every attendee.

Avoid changing the schedule too much: People crave routine. If they know exactly when and where your class happens each week, they’re more likely to stick with it.

Why Pop-Up Classes Don’t Work:

Let’s tackle the tricky topic of pop-up classes head-on — these are often not the best strategy for building a lasting IMD Breathwork presence. When you or a studio opts for a pop-up class to ‘test the waters’ without any follow-up sessions planned, it rarely works to build a loyal attendee base. *Why?* Because there’s typically no substantial promotion backing from either our side or the studio’s end for these one-off events. This lack of promotional support means these classes often don’t draw enough attendees to be deemed successful, and even worse, it can make us look unestablished or unpopular.

More critically, a failed pop-up class can damage our brand reputation, as potential regulars might perceive us as unreliable or not worth their time. This perception is a big deal because the trust and interest of new attendees are fragile, especially with a new wellness practice like ours that requires a bit of a leap of faith.

To steer clear of these pitfalls, it’s crucial to communicate the strengths of our regular, scheduled classes to studios. Make it clear that our model thrives on consistency and regularity, not one-off trials. Building a regular class schedule might take more time initially, but it pays off with a dedicated community and reliable income for both you and the studio.

When Pop-Up Classes Work:

That said, pop-up classes aren’t always a misstep. They can be quite successful when part of a targeted event or corporate wellness day, where one-off experiences are expected and appropriate, or if you’ve already built a substantial local following that guarantees a good turnout. In these cases, pop-ups can shine by showcasing our unique offering in a condensed format, perfect for special occasions.

Our Commitment to Your Success:

I’m here to back you up every step of the way. For us to start pumping resources into advertising your classes effectively, it’s essential to have at least two weekly classes on the schedule, ideally three. More regular classes not only improve ad effectiveness but we have also noticed a massive correlation with more private and corporate bookings. Essentially, this strategy increases your visibility and potential income, turning what can essentially be part-time hours into substantial returns.

Let’s make sure our class offerings are robust, regular, and ready to meet the needs of our growing community. Together, we can make IMD Breathwork a cornerstone of wellness in every city we touch.