How One Pilates Studio Made $81,605 on Black Friday (Without Burning Out Their Team)

When most studio owners hear about a big Black Friday number, their first thought is:
“That must have been chaos.”

Long hours.
Constant posting.
Stressful decisions.
Burnout waiting to happen.

But that’s not what happened here.

One of my private coaching clients — a Pilates studio with two rooms — generated $81,605 over Black Friday weekend, and the process was calm, strategic, and repeatable.

So let’s break down how this actually worked — and what you can learn from it.

Start Here: Change Less, Evaluate More, Repeat

This is the most important lesson.

This wasn’t a brand-new strategy.

We ran the same Black Friday playbook two years in a row.

In 2024, this client made an extra $13,000 in November using this play.
We evaluated everything.
Then we repeated it in 2025 — better.

Most studio owners change too much, too fast.

But sustainable profit lives in repetition.

Black Friday Doesn’t Start on Black Friday

If you release your offer on Black Friday with no warm-up, you’re already behind.

This studio:

• built a waitlist weeks ahead

• pre-seeded the offer to warm audiences

• created demand before opening the cart

By the time Black Friday arrived, people were ready to buy.

Omnichannel Marketing: Be Everywhere (Clearly)

One reason this worked so well?

They were obvious.

Website banners.
In-studio signage.
Organic social.
Email.
SMS.
Ads.

Everywhere someone interacted with the brand, the offer was clear.

People don’t usually buy from one touchpoint.
They see → remember → get reminded → buy.

Ads Supported the Strategy (They Didn’t Replace It)

Here’s the part people don’t believe:

Total ad spend over three days: $226.

That’s it.

Ads didn’t do the heavy lifting.
They supported what was already working:

• organic marketing

• email conversations

• in-studio promotion

• warm audience trust

Ads reminded people who already cared to actually click “buy.”

Why Funnel-Based Ads Matter

We ran:

• top-of-funnel ads for new people

• middle-of-funnel ads answering questions

• bottom-of-funnel ads focused on conversion

Meta did the matching.
We did the messaging.

That alignment is what created results.

Long Buyer Journeys Create Big Sales

A huge portion of this revenue came from annual memberships.

That doesn’t happen from one good Instagram post.

It happens when people are nurtured all year:

• emails with value

• community touchpoints

• consistent care

By Black Friday, saying “yes for 12 months” felt safe.

Big Goals Without Emotional Attachment

The original goal was $71,000.

They surpassed it by over $10,000.

Why?
They set a big goal — and didn’t attach their worth to it.

They focused on execution.
They trusted the process.
They worked as a team.

Even with a newborn in the picture.

The Real Lesson

This wasn’t luck.
It wasn’t hustle.
It wasn’t magic.

It was:

• repetition

• clarity

• alignment

• and leadership

And yes — this is possible for your studio too.