balance yoga barre

Competitive Transformation

Turning threat into opportunity

On May 9, 2025, PowerLife Fitness—a national chain with deep pockets, proven systems, and aggressive expansion plans—announced they were opening a location in Tulsa by fall 2025. For Balance Yoga Barre, this wasn't just competition. It was an existential threat.



Chris and I had spent nearly two years building a brand and digital foundation that positioned BYB as a premium local option. Now we needed to prove that foundation could support rapid strategic acceleration. We had roughly six months to transform BYB from "beloved neighborhood studio" into "the clear choice over a national brand."

Rebuilding the Digital Presence

The website we'd built in 2023 was solid, but it wasn't built to compete with a national chain's marketing budget and brand recognition. We rebuilt it from the ground up with strategic repositioning at the core.


I art directed and coordinated professional video production that captured what made BYB different. Not generic fitness footage—real members, real instructors, the actual energy of the studio. Chris explaining the BYB philosophy. Class experiences that showed the warmth and challenge simultaneously. These videos did sales work 24/7, converting curious browsers into trial members at rates we'd never seen before.


We also did a complete photo shoot to refresh all visual assets. New instructor photos, class imagery, environmental shots of the transformed studio space. Everything needed to feel current, professional, and intentional—not like we were scrambling to respond to a threat, but like we'd been planning this evolution all along.

Data-Driven Strategy

We weren't making decisions based on gut feelings. We established KPI frameworks and tracked performance metrics religiously. I gathered and analyzed data across class attendance, membership conversion rates, retention patterns, and marketing performance. Over two years of data collection, we identified what was working, what needed improvement, and where to focus resources for maximum impact.



That data-driven approach informed every decision during the PowerLife response period. Which classes to promote. When to run challenges. How to optimize the schedule. Where members were dropping off and how to re-engage them. The result: 75%+ membership growth during the transformation period.

The Physical Transformation