.webp)
1. Why you should be using email marketing for your studio
Email marketing is one of the best ways for boutique fitness studios to keep attendance consistent and classes filling up.
Why? Because it’s personal, direct, quick, and delivers a high return on investment.
If you already have an email list and platform, click here.
If you want to learn how to get started from scratch, click here.
Whether you run a yoga, pilates, or fitness studio, email marketing helps you:
- Fill class spots
- Keep clients coming back regularly
- Promote high-ticket offers like memberships, workshops, or retreats
Best of all, you don’t need to be a marketing expert. This guide gives you everything you need to succeed, even if you’re short on time or tech skills.
What’s an email platform?
An email platform (also called an email marketing service) is a tool that helps you design and send, and automate professional emails to a list of subscribers.
It’s built specifically for businesses. Unlike Gmail or Outlook, it’s designed to send messages to hundreds or thousands of people at once, track performance, and make your emails look polished.
Why you should use an email platform (Gmail won’t cut it)
Using a regular Gmail account to run your business emails can actually hurt your studios’ reputation and results:
❌ Emails can get flagged as spam – Gmail isn’t meant for mass emails
❌ No analytics – You won’t know who opened or clicked your message
❌ No automation – You’d have to manually send every welcome or follow-up email
❌ No design tools – Your emails will look plain and unprofessional, a polished email fosters trust in your clients
An email platform solves all of that. It helps you:
- Send beautiful emails with drag-and-drop templates
- Automate messages based on actions (like signing up or booking a class)
- Segment your list so the right message goes to the right person
- Track who opens, clicks, and books—so you know what’s working
What should I look for in an email platform?
As a boutique studio owner you should be looking for:
✅ Ease of use – You shouldn’t need a marketing degree to send an email
✅ Beautiful templates – So your messages look as high-quality as your studio
✅ Automation features – To send welcome emails, reminders, or follow-ups without lifting a finger
✅ Segmentation – To send different messages to new clients, regulars, or lapsed members
✅ Budget-friendly pricing – Especially if you’re just getting started
Our top picks:
- MailerLite – Free up to 1,000 subscribers, powerful automations, great value
- Flodesk – Flat monthly rate, super simple editor, visually stunning templates
- Fitune – An all-in-one fitness studio management solution, it integrates emails with bookings, payments, and your website to make your marketing tasks even easier
3. Build your Email List
What’s an Email List (And Why It’s So Valuable)?
An email list is a collection of names and email addresses from people who’ve given you permission to contact them.
These can be clients, leads, or even just locals interested in wellness.
This list is one of your most powerful marketing tools—you own it, you control it, and it connects you directly to people who’ve already shown interest in your studio.
Why your email list matters
- Higher sales – By sending reminders and offers, people on your list are more likely to book again
- Direct access – Unlike Instagram or Facebook, your message won’t be lost in an algorithm
- Quick and easy – Simple emails can fill classes, remind clients to reduce no-shows, promote packages, new classes or re-engage members
- You own it – Social media accounts can disappear, your list stays with you no matter what
How to build your Email List
Your list is your most valuable asset. Grow it with these smart tactics:
- In-studio signups: Place an iPad at your front desk for newsletter signups after class.
- Class booking integrations: Booking tools like Fitune, let you collect emails automatically when clients book or create an account
- Website signup form: Offer a lead magnet like “Get Your Free Warm-Up Guide” or “Join the 28 Days Fitness Challenge”
Segment Your List
Don't send the same email to everyone. Organize your list into:
- New clients: People who’ve just signed up, you want to send them welcome emails and intro offers
- Regulars: Loyal attendees who come often, you want to reward them from their loyalty, remind them of their next class, share new classes and products
- Lapsed members: Haven’t booked in 30+ days, you want to re-engage them. Send special offers if they purchase a monthly membership or a challenge to motivate them
- VIPs: Package holders or long-term clients, unique communications like nutrition programs, 1 on 1 time, special offers
This way, every message feels personalized and has a higher chance of making clients take action.
4. 8 Proven Email Strategies (With Templates)
Strategy 1: Waitlist Email
Let clients know when a class spot opens.
Subject Line: “Your spot just opened up! 🎉 Book now before it’s gone.”
Send Time: As soon as a cancellation happens or 24 hours before class.
Template snippet:
“Hi [First Name],
Great news—someone just gave up their spot in our [Class Name] at [Time]!
Click below to grab it before someone else does.
👉 [Book Now Button]”
Why it works:
This creates urgency and excitement. Waitlisted clients are already eager, so letting them know a spot opened up drives instant bookings with minimal effort.
Tracking cancellations and sending emails manually requires a lot of attention, with a booking platform you can send them automatically.
Strategy 2: Progress Check-In
Build loyalty by checking in on fitness goals.
Subject: “How’s your strength training going? Let’s adjust your plan.”
Send Time: After a client has been active for 2-3 months.
Template snippet:
“Hi [First Name],
Just checking in—how’s your progress toward [Client’s Goal]?
Let’s set up a quick session to tweak your plan and keep you on track.
📅 [Book A Session]”
Why it works:
It shows personal care, reminds them of their goals, and keeps them accountable. That personal touch increases session bookings and long-term loyalty.
Pilates, fitness, and yoga studio’s clients will have different goals. Adjust the template for yours, you know your clients better than anyone.
Strategy 3: Member Milestone Celebration
Celebrate your clients’ achievements to increase retention.
Example: “50 classes? You rock! Here’s a free smoothie on us.”
Send time: When a client reaches a certain time with a subscription or attends a number of classes.
Template snippet:
“Hi [First Name],
You’ve just hit [Milestone]! We’re so proud of your progress.
Enjoy this little gift as a thank-you for your dedication.
🎁 [Gift/Discount Code]”
Why it works:
Recognizing accomplishments makes clients feel valued. When people feel seen, they’re more likely to stay committed and spread the word.
Send them discount coupons for their next monthly payment, a free class for a friend, or merchandise.
Strategy 4: The “Bring a Friend” Incentive
Encourage referrals with a free class for a guest.
Example: “Your friend’s first class is free, share the love!”
Send time: Bi-monthly campaigns.
Template snippet:
“Hi [First Name],
Ready to work out with a friend? Give them a free first class and train together!
Use this unique link to invite them: [Referral Link]”
Why it works:
Fitness and wellness can be a more rewarding experience when done with a friend.
A free class lowers the barrier to entry for new clients while building community (and your client base).
Strategy 5: Last-Minute Motivation
Fill empty spots on slow days.
Example: “Need a mid-week boost? Join our 5PM Flow today.”
Send Time: Morning or one day before the class
Template snippet:
“Hi [First Name],
Feel like skipping the slump? Join our special 5PM Pilates Flow. There’s only one spot left!
Stretch it out, shake off the day, and feel amazing.
👉 Book Now”
Why it works:
It leverages impulse behavior and FOMO.
People often decide what to do just hours in advance, this catches them when they’re looking for something energizing to do, and helps you increase attendance in slow days
Strategy 6: Exclusive Challenge Invite
Run a members-only challenge via email.
Example: “VIP 7-Day Core Challenge starts Monday!”
Send time: 2 weeks before the challenge starts
Template Snippet:
“Hi [First Name],
You’re invited to our email-exclusive 7-Day Core Challenge!
No cost, just fun, accountability, and stronger abs. 💪
Starts Monday—join here: [Sign Up Button]”
Why it works:
Challenges boost engagement and consistency.
Making it “email-only” gives subscribers something special—building trust and FOMO at the same time.
Strategy 7: Lapsed Client Re-Engagement
Bring inactive clients back.
Example: “We miss you! Come back with 20% off.”
Send Time: After a client has been inactive for 2-3 months
Template snippet:
“Hi [First Name],
It’s been a while—we miss seeing you in class!
Here’s 20% off your next session to get you back on the mat.
Use code WELCOME20 at checkout. [Book Now]”
Why it works:
It reopens the door with a gentle nudge.
The discount reduces the friction of rebooking, while the personal message reminds them they’re welcome back anytime.
Strategy 8: Behind the Scenes Story
Share your passion and build connections.
Example: “Why I opened this studio…”
Send time: On an anniversary or any other milestone
Template snippet:
“Hi [First Name],
Ever wonder how [Studio Name] got started?
It all began when [short origin story].
Here’s a 10% off coupon for your next class! Thank you for being part of this journey. 💙”
Why it works:
People connect with people, not brands. Sharing your origin story builds trust and emotional resonance, which strengthens long-term loyalty.
Offer something to your clients so they take action and book their next class or subscribe for a membership.
Conclusions for Email Marketing for Your Boutique Fitness Studio
Conclusion
Email marketing isn’t just a nice-to-have—it’s one of the most effective and affordable tools for boutique fitness studios to grow their business.
Whether you run a yoga, pilates, or fitness space, sending the right emails helps you fill up classes, bring clients back, and promote your higher-ticket services like memberships or workshops. And with user-friendly platforms like MailerLite, Flodesk, or Fitune, you don’t need marketing experience to send beautiful, professional, and automated emails that actually drive results.
As you build and segment your email list, every message becomes more personal and impactful—whether it’s celebrating a milestone, re-engaging lapsed clients, or inviting loyal members to exclusive challenges.
The eight proven strategies shared in this guide are simple to set up and powerful enough to boost retention, increase bookings, and deepen client relationships. Start small, stay consistent, and let your emails do the heavy lifting in keeping your studio full and thriving.
Ready to try Fitune? Start now for free or book a demo to learn how to grow your fitness business.
