105F’s Yoga Studio Gets a Hot Boost from Groupon
“We have been running on Groupon since 2010 and acquired over 13,000 new customers. Over 15% of those clients came back as regular members.”
Maura Vella, owner of 105F
became regular members
About 105F
105F, Chicago’s Original Hot Yoga, is known for “the best and the hottest yoga studios in Chicago”, in its owner’s, Maura Vella, words.
Since 2001, it has been a beacon for yoga enthusiasts, offering invigorating classes such as Bikram, Hot Vinyasa, and Inferno Hot Pilates, and has built a strong reputation in the yoga community.
At 105F, the focus is on inspiring individuals to achieve their best selves. The welcoming, nurturing environment offers a sense of home, and expert instructors guide participants through each pose, encouraging them to challenge their bodies and quiet their minds. For 105F, anyone can succeed, regardless of age, strength, or flexibility.
“What makes me the most proud of being an owner of 105F is the wonderful community that we have built with all of our staff, teachers, and yoga students. The coolest thing about my job is making people feel great.”
Maura Vella, owner of 105F
The Challenge
Despite steady membership growth, co-owner Maura Vella sought to accelerate their expansion and enhance their reach in 2010.
105F's core challenge was overcoming the hesitation many potential students feel about trying a new fitness routine. “One of the challenges we face is helping people get over their fear of trying something new”, Maura shares, “once customers practice hot yoga for themselves, they understand its benefits,” but first, they need an incentive to try it.
The goal was clear: get more people to experience a class and show them the positive impact of hot yoga.
The Results
Having tried other more traditional marketing avenues, Vella decided to approach Groupon to pick up the pace and attract new customers.
The first step in preaching the good-and-hot word was creating a deal that enticed customers to take a class and discover the benefits of hot yoga, such as detoxification and increased flexibility.
The results of the collaboration between Groupon and 105F have been impressive. Over the course of nine years, the studio welcomed 13,000 new yoga students through Groupon promotions. Notably, more than 15% of these Groupon customers decided to join 105F as regular members, helping to grow this vibrant and supportive community.
Top Tips for Working with Groupon
For businesses looking to replicate 105F’s success, here are some key takeaways:
👉 Offer an Enticing Deal: Craft an appealing Groupon offer that encourages new customers to try your service. For 105F, a compelling class deal helped draw in thousands of new students.
👉 Focus on Customer Experience: Ensure that new customers have a positive first experience. For 105F, it’s crucial to come with an open mind and a good attitude, and to be prepared for something new and fun.
👉 Build a Community: Foster a strong, welcoming community to retain new customers. “What makes me the most proud of being an owner of 105F is the wonderful community,” Vella notes.
An enticing new experience
“To prepare for a great experience at 105 F you should come with an open mind and a good attitude, come hydrated and be prepared to try something new and fun.”
Maura Vella, owner of 105F
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