Stop Leaving Money on the Mat: How Studios & Apparel Brands Can Unlock Hidden Revenue

Kyle Olmstead
Sep 17
3 min read

Updated: Sep 19

Because "just post more on Instagram" isn't a strategy. It's a treadmill. And most brands are running in place.

Let’s start with the unpopular opinion:

Your gym, studio, or apparel brand probably doesn’t need more followers, influencers, or flashy ads. You need a better system to squeeze every ounce of revenue from the customers you already have.

Harsh? Maybe. True? Absolutely.

I’ve seen too many fitness-forward brands obsessed with new eyeballs… while completely ignoring the goldmine sitting right in their existing list.

Email and SMS. Yep. The boring channels everyone thinks are “set it and forget it.”

Spoiler: They’re not boring. They’re your silent revenue engine, if you know how to use them.

Where brands leave money on the table

Think about it:

Class bookings: You’ve got open spots in tomorrow’s 6 AM HIIT class. Do you blast a generic post on social? Or do you trigger a quick SMS to your segment of “early risers” with one tap booking? Guess which fills faster.
Retail sales: That new drop of joggers? Don’t just toss it on shelves and pray. Warm your list with hype-building teasers, sneak peeks, and first-dibs texts. Lifecycle marketing turns inventory into events.
Tier upgrades: Your members already paying $99/month? They’re your easiest upsell to $129 if you frame it as access, exclusivity, and belonging...not “pay more.”

And here’s the kicker: You can do all this without dangling constant discounts like a clearance rack.

The problem isn’t effort. It’s direction.

Most studios and apparel brands hustle hard. New content. New launches. New campaigns. But without lifecycle logic, it’s like pouring water into a leaky bucket.

Every time you ignore:

Welcome flows that actually sell,
Win-backs that prevent churn before it starts,
Seasonal drops that feel like Nike-level hype events…

…you’re basically donating profit to your competitors.

Lifecycle marketing = your secret weapon

Here’s what that looks like in practice (hypothetically, of course):

Apparel drop: Instead of spamming “NEW HOODIE OUT NOW!!!” to everyone, you warm your loyal buyers with an early access SMS, follow with a behind-the-scenes email for “window shoppers,” and then hit the broader list on launch day. Outcome? Faster sellouts, fewer leftovers.
Studio promo: Let’s say it’s January, and people are resolution-crazy. Instead of running a “20% OFF MEMBERSHIP” promo (aka margin suicide), you build a tiered upgrade journey: text-only VIP perks, early class reservations, or free access to members-only events.

This isn’t guesswork. It’s strategy. Lifecycle marketing makes your customer feel seen, valued, and nudged at exactly the right moment.

Why discounts aren’t your best friend

Quick reality check: Discounts are crack. Fast hit, short-term high, long-term damage. Train your people to wait for 20% off, and guess what? They’ll never buy full price again.

The smarter play? Use exclusivity, timing, and personalization to drive sales. People don’t just want a cheaper hoodie. They want to feel like that hoodie was made for them.

The punchline nobody tells you

Revenue growth isn’t about chasing “new.” It’s about respecting “existing.”

If you’re a studio or apparel brand, the next $100K in revenue is not hiding in TikTok ads or hoping your Reel goes viral. It’s sitting quietly in your email and SMS list, waiting for you to send the right message, to the right person, at the right time.

So here’s my question for you:

What would change for your business if every apparel launch, class schedule, and membership tier actually hit its full revenue potential, without you slashing prices or burning out your team?

The real takeaway

Most people think growth comes from pushing harder on ads. But that’s just noise.

The real wins? They come from how you guide the people already paying attention.

Because when your timing and messaging finally click, small changes start compounding into big wins. Fast.

And here’s the best part: you don’t need a giant team or a discount machine to make it work. You just need a smarter system.

If you’re curious what that could look like for your own brand, start exploring here: inboxercise.com.