balance yoga barre

Creating infrastructure that converts

A strong brand foundation means nothing if people can't find you, understand what you offer, or easily book their first class. By late 2023, BYB had a cohesive visual identity—but their digital presence was fragmented. The website existed but didn't convert well. MindBody worked but wasn't optimized. Social media happened sporadically. Email marketing was mostly class schedule announcements.



With multi-location expansion plans on the horizon, we needed to build a complete digital ecosystem where every touchpoint worked together to move someone from "I'm curious about barre classes" to "I'm a committed member who brings friends."

Building the Website

The website design and build became the foundation for everything else. We designed it around the actual customer journey: discovery, trial offer, membership conversion. Every page had a clear job. The homepage established credibility and energy. Class descriptions were informative without being overwhelming. Instructor bios made you feel like you already knew them before walking in.

Integration with MindBody meant people could browse the schedule, book a trial class, and create an account without leaving the site. Mobile optimization wasn't an afterthought—most people were discovering BYB on their phones during lunch breaks or late at night when they were finally thinking about self-care.



The site needed to feel as welcoming and professional as walking into the actual studio. Clean design, intuitive navigation, and seamless booking removed every possible barrier between curiosity and commitment.

Managing the Technical Infrastructure

Beyond designing the website, I took over MindBody system management and became the go-to person when anything went wrong with the platform. This wasn't just about making things look good—it was about making sure the technical infrastructure actually worked.

When booking a class is easy, people show up. When the app works smoothly, they don't ghost after the first month. When instructors can manage their schedules efficiently, the whole operation runs better. I handled the troubleshooting, optimization, and ongoing relationship with MindBody so studio leadership could focus on teaching and community building.

The technical work matters because it's invisible when it works and catastrophic when it doesn't. Keeping the digital infrastructure running smoothly meant members had a friction-free experience from first click to hundredth class.

Building Ongoing Engagement

While the studio managers handled day-to-day social media posting, I created the branded content assets they needed. Event graphics, challenge announcements, promotional campaigns, seasonal content. Everything was designed to maintain brand consistency across channels while giving each manager the flexibility to post in their own voice.

Email marketing became more than announcements. We built campaigns that created accountability, celebrated milestones, introduced challenges, and reminded people why they joined in the first place. The goal wasn't just to fill classes—it was to keep members engaged and coming back.



These pieces—website, MindBody, branded social assets, email—worked together as a cohesive system. Someone might discover BYB on Instagram, check out the website on their phone, book a trial class through MindBody, and receive a welcome email sequence that made them feel like they were already part of the community before they ever walked through the door.

Why it Mattered

As the owner, Chris Province, describes it:

“The customer journey became clearer: discovery → trial → membership. Brooke helped make that path obvious and friction-light.”

The digital ecosystem stopped being a collection of disconnected tools and became an integrated system that worked as hard as the in-studio experience. This wasn't about having a pretty website or active social media—it was about building infrastructure that made it easy for the right people to find BYB, try a class, and become part of the community.

By early 2025, BYB had digital foundation strong enough to support multi-location growth and sophisticated enough to compete with much larger brands. Which turned out to be perfectly timed.

What we Built:

• Website design, development, and ongoing management
• MindBody system administration, optimization, and technical troubleshooting
• Branded content creation for social media campaigns and events
• Email marketing campaigns for retention and engagement
• Mobile optimization and seamless platform integration
• Complete digital ecosystem connecting all touchpoints into cohesive member journey
  

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