Agency 6B × SHINE Movement Pilates · April 2025 – March 2026
A full marketing engine.
Built from zero.
SHINE Movement Pilates opened in Williamsburg, Brooklyn with no email list, no ad accounts, no Instagram, and no playbook. Eleven months later: 1,038% list growth, 418 paid leads at $10.31 each, and a client base that kept buying across multiple offers before converting to Founding Membership.
1,038%
Email list growth
122 → 1,388 contacts
418
Paid leads via Meta
$10.31 average CPL
$0.71
Google Ads CPC
3,366 clicks
3–4
Offers per member
intro to Founding Member
The Brief
SHINE Movement Pilates is a boutique studio in Williamsburg, Brooklyn. When Agency 6B engaged in April 2025, the studio was brand new: no owned audience and no acquisition channels. The mandate was to build the entire marketing engine from the ground up, launch through offboarding.
All figures below are sourced from platform reporting and the Agency 6B offboarding report, shared with SHINE's permission.
Section 01
Email: 122 contacts to 1,388.
A 1,038% net increase in ten months, with engagement climbing the entire time.
List Growth: April 2025 to February 2026
+1,038%
From 122 contacts at engagement start to 1,388 at offboarding. A durable, owned asset SHINE carries forward independently of any ad platform.
| Period | Result |
|---|---|
| April 2025 | 23.41% |
| January 2026 | 44.06% |
| February 2026 | 38.67% |
| January 2026 | 2.19% |
Industry average open rate for fitness brands runs roughly 20 to 25%. SHINE's January 2026 peak nearly doubled it, and February held at 38.67%.
Section 02
Meta Ads: 418 leads at $10.31 each.
The fitness industry benchmark is $15 to $30 per lead. Multiple leads converted through multiple offers, a direct signal of funnel depth and repeat purchase behavior.
Total Investment
$4,091.79
Spend concentrated in high-intent windows: $805.49 in May 2025, $762.87 in March 2025.
Qualified Leads
418
Across intro packs, grand opening specials, Black Friday, and apparatus packages.
Cost Per Lead
$10.31
The fitness industry benchmark runs $15 to $30 per lead. SHINE paid a third of the ceiling.
Section 03
Google Ads: $0.71 per click.
Launched November 2025 to capture high-intent local search during the grand opening window, on a lean budget.
Total Clicks
3,366
High-intent local search traffic from a November 2025 launch through offboarding.
Cost Per Click
$0.71
A fraction of typical boutique fitness costs for local search.
Total Budget
$2,386.39
December 2025 peaked at $1,312.33 for the grand opening window, then stabilized near $415 a month.
Section 04
From first class to Founding Member.
The client roster shows a clear pattern of multi-offer purchasing and intro-to-membership conversion. The acquisition strategy was attracting the right clients.
Key Insight
Clients bought 3 to 4 different offer types before converting, and many moved through the full funnel: intro pack, then apparatus classes, then a Black Friday package, then Founding Member.
01
Intro offer
New clients entered through the 3-for-$75/$85 intro pack, driven by Meta and Google campaigns.
02
Multi-offer purchasing
Clients bought 3 to 4 different offer types: apparatus packages, duo classes, Black Friday specials, and private sessions.
03
Community touchpoints
Kidsgiving, Mom and Movers, the Grand Opening, and McCarren Park mat classes reached attendees outside the standard funnel.
04
Founding Membership
Intro clients converted directly to Founding Membership. Private session clients converted to repeat packages.
Section 05
Instagram: zero to 656 followers.
Built entirely from scratch alongside the paid campaigns driving local awareness.
Followers at Offboarding
656
A solid organic foundation for a brand-new local studio, compounding with the paid activity that drove awareness across the neighborhood.
After the Engagement
What SHINE carries forward.
Everything Agency 6B builds stays with the client. SHINE owns every system and every contact from the engagement.
An owned email list
1,388 contacts opening at 38% and above. The list works independently of any ad platform.
A 418-lead dataset
Qualified local prospects with offer history, ready to seed future audiences.
A proven conversion pattern
Intro clients convert to memberships. The path from first class to Founding Member is documented and repeatable.
A community event playbook
Four event formats that reached attendees no paid campaign touched.
Work With Agency 6B
Ready to build from zero, or fix what stalled?
Agency 6B is a growth partner for founder-led businesses generating $1M or more annually. If you need a strategic partner, let's start with The Fit.