Pilates Business Podcast: Episode Summary

Title: Inside the Marketing Playbook Fueling 40+ Top Fitness Studios with Zach Mills from ONBRND
Host: Seran Glanfield
Release Date: July 28, 2025

Introduction

In this episode of The Pilates Business Podcast, host Seran Glanfield delves deep into the intricacies of effective marketing strategies tailored for boutique fitness studios. Seran is joined by Zach Mills, the marketing maestro behind ONBRND, a boutique marketing agency that powers over 40 fitness studios globally. Zach brings a wealth of experience, having scaled Ybel Fitness to an international acquisition and managing marketing for Exponential Fitness's top brands, Yoga 6 and AKT.

Guest Background and Journey into Fitness Marketing

Timestamp [03:08]

Zach Mills begins by sharing his journey from sports marketing to the fitness industry. Initially working on the agency side, he transitioned to Wide Bell Fitness, where he played a pivotal role in building the brand from the ground up. His tenure at Wide Bell Fitness extended through its acquisition by TRX, bringing his career full circle. Subsequently, Zach joined Exponential Fitness, managing marketing for Yoga 6 and AKT. His hands-on approach, even taking phone calls and attending grassroots events, provided him with invaluable insights into studio operations and marketing dynamics.

Zach Mills [03:40]: "It was a little bit of a humbling experience going from like director, quote unquote of marketing to hey man, you're making phone calls, you're passing out flyers..."

Recognizing the potential to optimize marketing strategies on a larger scale, Zach founded ONBRND. Over two and a half years, his agency has grown to a team of 11, specializing in Pilates and yoga studios, delivering tailored marketing solutions grounded in real-world studio operations.

Effective Lead Generation: Quality Over Quantity

Timestamp [07:56]

One of the core discussions revolves around lead generation, where Zach emphasizes the importance of lead quality over sheer quantity. He critiques the prevalent industry focus on metrics like cost per lead (CPL) and lead volume, arguing that without considering the conversion rate, these metrics can be misleading.

Zach Mills [07:56]: "The vast majority... focus on lead volume and CPL... What they are not doing is how many leads they pump for your system and at what efficiency."

Zach advocates for higher-ticket offers, such as introductory packages priced between $60 to $110. These offers not only bring in leads who are more committed but also align better with the premium nature of boutique fitness studios.

Zach Mills [09:12]: "Customers don't have skin in the game with offers like 'first class free.' With higher-ticket offers, people know what they're signing up for because $60 to $100 is quite a bit."

Seran echoes this sentiment, sharing her own experiences advising studios to eliminate low-cost introductory offers in favor of more substantial ones that pre-qualify leads and enhance conversion rates.

Strategic Use of Digital Advertising and Landing Pages

Timestamp [12:22]

Zach discusses the necessity of a post-click experience to complement effective ad campaigns. Instead of directing potential clients to a generic homepage, ONBRND creates dedicated landing pages tailored to specific campaigns and offers. This strategy ensures consistency in messaging and enhances credibility, crucial in a highly competitive market.

Zach Mills [15:16]: "If what you're conveying online doesn't necessarily match that, you lose instant credibility with this new audience."

By customizing landing pages, studios can better communicate their unique value propositions, making it easier for prospects to understand and engage with the brand, thereby improving lead conversion rates.

Comprehensive Data Tracking and Integration

Timestamp [16:30]

An essential component of successful marketing is data tracking. Zach emphasizes the importance of integrating advertising platforms like Google Ads and Meta Ads with studio Point of Sale (POS) systems such as MindBody, Walla, or Club Ready. This integration allows for seamless tracking of leads from their initial click to conversion, providing actionable insights into campaign effectiveness.

Zach Mills [16:30]: "We ensure that the Google Ads and the Meta Ads are directly integrated with their POS system... So we can track exactly the second lead entered the system, how many folks actually purchased whatever intro offer it is."

To further enhance transparency and client trust, ONBRND is developing a custom reporting dashboard that consolidates data from various software providers, offering clients a clear view of their marketing performance in real-time.

Automation and Funnel Optimization

Timestamp [20:43]

Zach outlines the critical role of automation in nurturing leads throughout the marketing funnel. ONBRND employs a robust automation strategy segmented into eight distinct stages, ranging from lead acquisition to membership conversions. This approach ensures consistent engagement with prospects, minimizing lead loss and maximizing conversions.

Zach Mills [20:43]: "We have our kind of tried and true method in terms of our rather robust automation strategy across email and SMS... without that, the top of the funnel isn't bringing any value."

The agency customizes automation workflows based on each studio's existing infrastructure, whether starting from scratch or optimizing current systems. This tailored approach ensures that marketing efforts align seamlessly with operational processes, enhancing overall efficiency and effectiveness.

Recent Projects and Success Stories

Timestamp [23:00]

Zach shares notable success stories, highlighting the exponential growth achieved by studios through ONBRND's strategies. For instance, Natural Pilates expanded from four to seven locations within three years, attributing this growth to robust marketing foundations and strategic ad investments.

Zach Mills [24:21]: "They started with four locations... and to this point, we're set on opening the seventh location next month in Manhattan Beach."

Another example includes a studio in New York City that generated nearly $100K in revenue within its first month of operation, demonstrating the significant impact of well-executed pre-sale strategies and optimized marketing funnels.

Future Trends: Embracing AI in Digital Marketing

Timestamp [27:47]

Looking ahead, Zach anticipates significant advancements in Artificial Intelligence (AI) and its integration into digital marketing for fitness studios. He advocates leveraging AI tools like ChatGPT for content creation, email and SMS campaigns, and even customer service automation.

Zach Mills [28:04]: "ChatGPT is... essential for crafting emails, crafting social copy, creative direction... save yourself 5 to 10 hours a month."

Zach envisions AI playing a pivotal role in automating middle and bottom funnel processes, such as personalized lead nurturing and closing, thereby allowing studio staff to focus on core operations and client interactions.

Zach Mills [31:13]: "It's just leveraging the free versions of ChatGPT and even Canva from a design perspective to just get your brand intact and to really just mitigate a lot of that admin-esque type of work."

ONBRND is actively exploring AI-driven tools like AI voice agents and automated CRM integrations to enhance lead management and conversion processes, aiming to make front desk operations more efficient and less burdened by repetitive tasks.

Conclusion and Key Takeaways

In this insightful episode, Zach Mills provides a comprehensive overview of effective marketing strategies for boutique fitness studios. The key takeaways include:

1. Prioritize Lead Quality: Focus on higher-ticket introductory offers to attract committed leads with a higher likelihood of conversion.

2. Customized Landing Pages: Develop dedicated landing pages for specific campaigns to maintain messaging consistency and enhance credibility.

3. Integrated Data Tracking: Ensure seamless integration between advertising platforms and POS systems to track lead performance comprehensively.

4. Automation is Crucial: Implement robust automation strategies across the marketing funnel to nurture leads efficiently and maximize conversions.

5. Embrace AI: Utilize AI tools to streamline content creation, customer engagement, and administrative tasks, paving the way for more efficient operations.

Seran wraps up the conversation by encouraging studio owners to adopt these strategic, data-driven marketing approaches to build sustainable and profitable businesses without the overwhelm.

Notable Quotes

• Zach Mills [03:40]: "It was a little bit of a humbling experience... making phone calls, passing out flyers..."

• Zach Mills [07:56]: "The vast majority... focus on lead volume and CPL... What they are not doing is how many leads they pump for your system and at what efficiency."

• Zach Mills [09:12]: "Customers don't have skin in the game with offers like 'first class free.' With higher-ticket offers, people know what they're signing up for because $60 to $100 is quite a bit."

• Zach Mills [15:16]: "If what you're conveying online doesn't necessarily match that, you lose instant credibility with this new audience."

• Zach Mills [16:30]: "We ensure that the Google Ads and the Meta Ads are directly integrated with their POS system... So we can track exactly the second lead entered the system, how many folks actually purchased..."

• Zach Mills [20:43]: "We have our kind of tried and true method... without that, the top of the funnel isn't bringing any value."

• Zach Mills [28:04]: "ChatGPT is... essential for crafting emails, crafting social copy, creative direction... save yourself 5 to 10 hours a month."

• Zach Mills [31:13]: "It's just leveraging the free versions of ChatGPT and even Canva... to mitigate a lot of that admin-esque type of work."

Learn More

To explore ONBRND's services and gain further insights into optimizing your fitness studio's marketing strategies, visit their website at onbrandmarketing.com or connect with them on Instagram and LinkedIn at @on_brand.

Stay Connected:
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This detailed summary encapsulates the key discussions, insights, and strategic advice shared by Zach Mills, providing boutique fitness studio owners with valuable takeaways to enhance their marketing efforts and grow their businesses effectively.