Panoptic PR Final Plan

8/3/2019 Panoptic PR Final Plan

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PR Plan

Panoptic PR Agency


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Thrive Pilates 2

Table of Contents

Agency Philosophy.3 Executive Summary...4 Problem/Opportunity....5 Situation Analysis

Market.5Product6Competition...10Consumer..15

Meet Amy..16Meet Samantha...17

Meet Nancy18

SWOT Analysis and Strategic Decision.19Objectives..21Target Market..21

Media/Non-Media Connectors..21Positioning Statement/Brand Message...21Recommendations....22Timeline and Budget....25Measurement and Analysis.26

Appendices28 Works Cited. .46


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Agency Philosophy:

At Panoptic PR, doing exceptional work is the result of uniting diverse creative ideas

combined with having a relaxed ambiance based on open communication, and an overall positive

energy. Panoptic PR was created by four women, who have an extreme passion for the world of

public relations. Panoptic means taking in all parts and aspects into one single view. Our team is

all embracing and all inclusive when it comes to meeting our clients individual needs. Panoptic

PR takes into consideration all of its team members backgrounds, unique thoughts and ideas to

blend together in order to be as successful as possible. Our vision goes way beyond conservative

public relations thinking, and helps us establish true client partnerships by seeing the big picture.

Every idea is challenged to a new level in order to develop innovative, original, and effective

plans and campaigns.


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Executive Summary

Thrive Pilates, founded by Hally Bayer, is a full service Pilates studio located in the

Rittenhouse Square area of Philadelphia. The studio not only focuses on the physical goals and

achievements of its clients, but also the spiritual and emotional successes as well. Pilates is a

body conditioning routine that helps build flexibility, strength, and endurance. Thrive has the

problem of not having private session awareness. Thrive is looking to increase its private

sessions by 52.6% per week by the end of the year starting August 1, 2012. A private session

includes either a 30 or 55 minute one-on-one personal instruction, along with nutritional

counseling.

The three main competitors Thrive has are Centerpoint Pilates, UrbanFront Pilates, and

Star Pilates. These three Pilates centers are all located throughout the greater Philadelphia area,

and have clients attending private sessions. Unlike Thrive Pilates, the three competitors do not

offer nutritional counseling as an option for any client.

Thrives target audience for this plan is woman between the ages of 35 and 55, that have

disposable income who live near Rittenhouse Square. By attempting to reach this target market

to raise awareness of private sessions and get these women to attend Thrives sessions, Panoptic

PR has created a plan that will run throughout one year. First, the connection of social media

discussing private sessions will be put into effect, along with creating a new blog for Hally about

her life, how she started Thrive, and her expert nutritional advice. Panoptic PRs goal is to also

have Hally bylined in a featured article, about how to stay in shape for the holidays. During the

third quarter, Thrive will hold a self-produced event that will be an open-house to show potential

new clients all about Thrive. Finally, in the last quarter, Panoptic PR will pitch letters to

television networks to have Hally booked for an interview. Through these four quarters, success

will be measured mainly by word-of-mouth, a clipping serviceprimarily of print and online,


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but also a small amount of broadcastand follow-ups with the connectors to keep track of how

progressive the plan is.

Problem or Opportunity

Pilates is a body conditioning routine that helps build ones flexibility, strength, and

endurance, through coordination with the legs, arms, abdominals, and back. There are two ways

one can take part in Pilates at a studio; one is through a class (with multiple people) and the other

is through a private (one-on-one) session. Panoptic PR conducted research, and found that Thrive

Pilates is extremely successful in acquiring full attendance for its regular classes, but, has the

opportunity to increase the amount of private sessions taken at its studio. Hally, Thrives owner,

currently has at least 50 private sessions going on at the studio per week, and she aspires to

increase that number to roughly 95 sessions per week. The problem with private sessions, is that

many individuals are not aware of what exactly a private session entails, and are easily deterred

when they hear the words one-on-one.

Situation Analysis

Market

Pilates is a form of exercise that belongs to one of the largest and fastest growing

industries in America.1 According to Hoovers, the U.S fitness industry, including both profit and

nonprofit facilities, earn combined annual revenue of about $22 billion dollars, and U.S

consumer spending on health services increased 1.8 percent from July 2010 to July 2011.2 Due

to the continuing problem of obesity in America health trends are on the rise, and many people

are trying everything and anything in order to get healthy and stay fit. Within this industry there

are roughly 24,000 businesses in the U.S alone including: nutritionists, local gyms, national

1Article; Marketing Pilates for Long-Term Success

2http://www.hoovers.com
http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/


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gyms, and of course the smaller niche market of yoga and Pilates studios.3 As you can see,

Pilates studios have many competitors, and it tends to make it hard to differentiate themselves

especially when it comes to the smaller markets. This is a result of these yoga and Pilates studios

offering the same classes and packages, so its hard for one studio to stand out amongst the rest.

Although the Pilates market has plenty of competition it remains currently to be the

fastest growing exercise method in America. The method of personal training in both Pilates and

yoga has grown by 8% within the year of 2009.4However, competition isnt the only factor

hindering future growth of this smaller market. With the rough circumstances of current financial

situations in todays economy, people statistically have less disposable income available, thus

causing it to be more difficult to afford gym memberships, private classes, or make healthy food

choices. Therefore, it is important for a studio in this industry to correctly position itself in the

market, as well as, have appropriate and well defined target segments.

Product

Thrive Pilates offers a variety of fitness classes and health services in an atmosphere that

is fun, comfortable and filled with exceptional instructors. There are five main aspects to the

Thrive studio; Pilates, fitness, sculpt, health, and dance. The main product that will be focused

on, are the private sessions Thrive offers that are tailored to fit your specific needs and wants.

These sessions are offered as either private or semi-private (duets). As mentioned earlier, private

sessions are one-on-one personal attention with the instructor; and semi-privates, also known as

duets, are for groups of two with personal attention from the instructor. When signing up for a

session one can choose to either sign up for a 55 or 30 minute session. During these sessions

access is provided to state of the art equipment including the Reformer, Tower, Wunda Chair,

3http://www.ibisworld.com/industry/pilates-yoga-studios.html

4http://www.pilates-pro.com/pilates-pro/2009/8/3/pilates-still-showing-stable-growth.html
http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.ibisworld.com/industry/pilates-yoga-studios.htmlhttp://www.ibisworld.com/industry/pilates-yoga-studios.htmlhttp://www.ibisworld.com/industry/pilates-yoga-studios.htmlhttp://www.pilates-pro.com/pilates-pro/2009/8/3/pilates-still-showing-stable-growth.htmlhttp://www.pilates-pro.com/pilates-pro/2009/8/3/pilates-still-showing-stable-growth.htmlhttp://www.pilates-pro.com/pilates-pro/2009/8/3/pilates-still-showing-stable-growth.htmlhttp://www.pilates-pro.com/pilates-pro/2009/8/3/pilates-still-showing-stable-growth.htmlhttp://www.ibisworld.com/industry/pilates-yoga-studios.html


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and Mat as well as a variety of small props including: weights, exercise balls, resistance bands,

and resistance circles.

The Reformer provides exercise resistance that allowsone to work very precisely to

develop good alignment, core strength, and flexibility.5 The Pilates Tower is another piece of

equipment which is commonly attached to the Pilates Reformers.6Additionally, this studio offers

the Wunda Chair. Similarly to the Reformer, the Wunda Chairalso known as the Pilates

Chairis another type of resistance exercise machine. The Wunda Chair is a box with one side

that can be pressed down against the resistance of springs, like a large pedal.7 Thrive also, offers

nutritional counseling as an optional add-on for any private session. For nutritional counseling

there is an introductory price for $275 which includes three one hour meetings; after these initial

sessions each additional session is priced at $90.8

These private sessions are held in either one of the two studio spaces available at the

Thrive Pilates facility. The room dedicated to the Reformer and other equipment is a space that

provides an intimate, at-home and very personal feeling. The space as whole is in the style of a

loft, and is both unique and urban. This space allows clients to feel more at peace during their

workout, thus, allowing them to become fully balanced through the body, mind and spirit. These

private sessions are offered conveniently all throughout the day, and can be scheduled at the ease

of using Thrive Pilates online appointment book or through personal contact via phone or e-

mail.9 Depending on the option chosen as well as the length of the session, the prices range

between $35 and $90 per session.10 If one wants to take a 55 minute private session with Hally, a

single session costs $90, a package of five costs $425 and a package of 10 costs $ 800. For a 30

5http://pilates.about.com/od/gettingstarted/ss/ReformerAnatomy.htm

6http://pilates.about.com/od/pilatesequipment/ig/Large-Pilates-Equipment-Pics/TowerMontage.

7http://pilates.about.com/od/pilatesequipment/tp/Pilates-Chair.htm

8Interview;Owner,Hally

9http://www.thrivepilatesphiladelphia.com/privates.html

http://pilates.about.com/od/gettingstarted/ss/ReformerAnatomy.htmhttp://pilates.about.com/od/gettingstarted/ss/ReformerAnatomy.htmhttp://pilates.about.com/od/gettingstarted/ss/ReformerAnatomy.htmhttp://pilates.about.com/od/pilatesequipment/ig/Large-Pilates-Equipment-Pics/TowerMontagehttp://pilates.about.com/od/pilatesequipment/ig/Large-Pilates-Equipment-Pics/TowerMontagehttp://pilates.about.com/od/pilatesequipment/ig/Large-Pilates-Equipment-Pics/TowerMontagehttp://pilates.about.com/od/pilatesequipment/tp/Pilates-Chair.htmhttp://pilates.about.com/od/pilatesequipment/tp/Pilates-Chair.htmhttp://pilates.about.com/od/pilatesequipment/tp/Pilates-Chair.htmhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://pilates.about.com/od/pilatesequipment/tp/Pilates-Chair.htmhttp://pilates.about.com/od/pilatesequipment/ig/Large-Pilates-Equipment-Pics/TowerMontagehttp://pilates.about.com/od/gettingstarted/ss/ReformerAnatomy.htm


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minute session with Hally, it costs $40, and $35 for students. A 55 minute private session with

any of the other staff members cost $80 for a single session, $375 for a five-pack and $700 for a

pack of 10. For the 30 minute sessions with another staff member one could choose from a 10-

pack for $365 or a five-pack for $190. The duet sessions cost $50 per session, or can be

purchased in a five-pack for $225 and a 10-pack for $400. Also available are introductory

package deals which include private sessions and regular classes. These come in two options;

three private equipment sessions plus three group mat classes for the price of $225, and three

private mat sessions plus three group mat classes for the price of $175.11According to owner,

Hally, Thrive currently schedules an estimated 50 private sessions per week. There is ample

space, time, for instructors to conduct at the most 15 sessions per day during the week, and 10

sessions per day on the weekends.

All of Thrives staffmembers are certified, and well trained in their fitness expertise,

Hally especially. Hally has an unbelievable passion for health and wellness that began early in

her life. Starting as a dancer, she was always interested in physical fitness. Unfortunately, when

she was only fifteen years old, she was diagnosed with Ulcerative Colitis. Over the course of the

next couple of years she went through a series of three operations in order to save her life. This

experience altered Hallys life in way that has inspired her to help others. Through her passion

for overall health and wellness, Hally became a certified Pilates instructor. She trained for over

700 hours with Power Pilates, which is known as the Harvard of Pilates training programs12.

From this she took her own experiences in healing through nutrition and began further training.

While she was sick she sought out fitness, nutrition and healing coach, Catherine Carrigan. She

studied with her in her Nutritional Mastery Course, and continues to do research with her.


12http://www.thrivepilatesphiladelphia.com/
http://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/privates.htmlhttp://www.thrivepilatesphiladelphia.com/http://www.thrivepilatesphiladelphia.com/http://www.thrivepilatesphiladelphia.com/http://www.thrivepilatesphiladelphia.com/http://www.thrivepilatesphiladelphia.com/privates.html


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Hallys passionate background for overall health and wellness will inspire others to achieve a

healthy lifestyle goal of their own.

Thrive Pilates primarily use flyers and brochures located in the lobby of its building and

at the Saxbys Coffee located down the street to generate word-of-mouth. Thrive creates

awareness and demands by media relations, instructor announcements, e-mail broadcasts,

bulletins, posters, and flyers. This is important because Thrive is looking to create large local

customer database.

Thrive Pilates also chooses not to spend ample amounts of money for advertising. Rather,

it promotes the company products and services mainly through local communications and social

media such as Facebook, Twitter, and group deal sites. As of December 5, 2011, Thrive Pilates

has 196 fans on its Facebook page. The company does not post statuses or updates daily, and it

has no consistent pattern as to which time of day it creates posts. It seems as though it makes

posts sporadically, whenever it has something to share. In addition, through research it is evident

that private sessions have hardly ever been mentioned in a Facebook post. The same information

applies to Thrive Pilates Twitter as well. Again, its Twitter has no specific pattern, and it posts

the same information as Facebook, only shortened. Thrive Pilates has 60 followers as of

December 5, 2011 on Twitter, and has only tweeted 218 times, never mentioning private sessions

as well.

When it comes to public relations, the company relies heavily on word of mouth.

Thrives customers can spread the word by making Facebook posts to their friends about things

they found interesting, as well as, re-tweet a Thrive Twitter posts. Thrive has a great program

and it is very confident in its work, so its word of mouth is always positive. One could see this

through its member return rate and new member rate, which is steadily increasing.


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According to yelp.com, a customer named Carla stated, After taking mat classes for a

few months and bringing friends I decided to try my own private session and now I'm hooked!13

A large part of Thrive Pilates philosophy is to provide a welcoming, inspiring atmosphere,

superior instruction and personal support to empower customers to provide optimal health and

fitness.Kelly, a Thrive customer said, Hally and her team at Thrive are attentive, enthusiastic

and extremely dedicated to your individual goals.14 (For more consumer testimonials see

Appendix A) As one can see, Thrives unique selling point is that it offers a broad range of

services to reach healthy goals that lead to an overall healthy lifestyle, while establishing

personal relationships.

Competition

As for the competition, there are various locations all throughout the greater Philadelphia

area that people could go to, to take a private session Pilates class other than Thrive. These

places include: Centerpoint Pilates, UrbanFront Pilates, and Star Pilates. According to Yelp, out

of all the Pilates studios in the Rittenhouse area, Thrive ranked number three. One of Thrives

top competitors is Centerpoint Pilates, which came in at number two on the Yelp list.

Centerpoint Pilates is a studio that is also conveniently located just out of the Rittenhouse

area, on Chestnut Street. Centerpoint promotes that its companys provides an experience that is

non-judgmental and nurturing, so that one can focus on created their new Pilates body.15 This

studio bases their ideals around the concept that at this studio, one can leave their day behind and

take some time to focus on themselves. With consistent practice, you will have more strength,

13http://www.yelp.com/biz/thrive-pilates-philadelphia

14http://www.thrivepilatesphiladelphia.com

15 www.cpointpilates.com
http://www.yelp.com/biz/thrive-pilates-philadelphiahttp://www.yelp.com/biz/thrive-pilates-philadelphiahttp://www.yelp.com/biz/thrive-pilates-philadelphiahttp://www.thrivepilatesphiladelphia.com/http://www.thrivepilatesphiladelphia.com/http://www.thrivepilatesphiladelphia.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.thrivepilatesphiladelphia.com/http://www.yelp.com/biz/thrive-pilates-philadelphia


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better posture and balance, joint flexibility, and more energy to get you through your busy

day!16

Centerpoint offers the same exact services with the same names that Thrive does; these

being private sessions and duets. According to its website, private sessions are offered at three

different price options. The first option is a new client special which includes 3 private sessions

for around $150-195. Then, one can either purchase a single session for $75, or, a package of 10

for $700. Duets, which as previously mentioned are private sessions where two people use of all

the equipment, have three price options as well. For these private sessions there is no new client

special. One can either purchase a single session for $50, a package of 5 for $240, or a package

of 10 for $450.17

Centerpoint Pilates targets people of all ages and levels and reaches out to them through

using both Facebook and Twitter. On Facebook, Centerpoint has 428 friends, and the company,

like Thrive, also does not post statuses daily. Also like Thrive, Centerpoint has no set time that it

creates its posts. However, while many things remain the same, Centerpoint does post about its

private sessions. For example, a recent Facebook post by Centerpoint Pilates on October 19th

2011 stated Always wanted to try a private Pilates session? Now is your chance! Come in on a

Wed or Thursday and get a $50 session. All are welcome! Call or email for more

[email protected], (215)-568-0550.18

As for its Twitter page, it has 230 followers and has around 197 tweets. Centerpoint posts

to Twitter the exact messages that are on Facebook as well. There is also no specific time of day

that it posts and it do not post consistently every day. One thing that it does differently from

16www.cpointpilates.com

17http://www.cpointpilates.com/prices-policies

18http://www.facebook.com/cpointpilates
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Thrive on their social media sites is that Centerpoint Pilates is very engaging with its audience on

Twitter. For example, Centerpoint often tweets messages that state: Happy Tuesday everyone!

Today should be a beautiful day so try to get outside for a bit and get moving!19

Here is what consumers have to say about Centerpoint Pilates on Yelp! Jennifer states I

signed up for several private lessons with Margie and they have been great so far. The classes are

very reasonably priced and the studio offers a variety of classes. I am so happy to have found a

place that is not at all intimidating, especially since Im such a beginner with Pilates.20 Another

consumer Wafa stated: I began with Margie back in the fall of this year, and I can honestly say

she is amazing, patient, and effective! She makes you feel so comfortable and doesnt force or

pressure you into anything.21After observing what consumers on Yelp are saying one can see

why Centerpoint is one of Philadelphias top rated Pilates Studios and a strong competitor for

Thrive.

Another competitor for Thrive is UrbanFront Pilates, which ranks #4 on the Yelp list of

top Pilates studios in the Rittenhouse Area. UrbanFront Pilates is located on Sansom Street and

offers diverse programming, as well as a flexible class schedule in order to accommodate the

average persons busy life. Its philosophy is that it doesnt matter if youre looking to begin an

exercise program, intensify the one you have already or become an avid Pilates student,

UrbanFront Pilates makes a promise to meet your individual needs.22

UrbanFront Pilates offers services similar to Thrive and with the same names as well. For

their individualized Pilates sessions, one can choose from a private session, a duet session or a

semi private session. A private session at UbranFront is a one-on-one session with your teacher

19http://twitter.com/#!/CpointPilates

20http://www.yelp.com/biz/centerpoint-pilates-philadelphia

21http://www.yelp.com/biz/centerpoint-pilates-philadelphia

22http://urbanfrontpilates.com/
http://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://twitter.com/#!/CpointPilateshttp://twitter.com/#!/CpointPilateshttp://twitter.com/#!/CpointPilateshttp://www.yelp.com/biz/centerpoint-pilates-philadelphiahttp://www.yelp.com/biz/centerpoint-pilates-philadelphiahttp://www.yelp.com/biz/centerpoint-pilates-philadelphiahttp://www.yelp.com/biz/centerpoint-pilates-philadelphiahttp://www.yelp.com/biz/centerpoint-pilates-philadelphiahttp://www.yelp.com/biz/centerpoint-pilates-philadelphiahttp://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://www.yelp.com/biz/centerpoint-pilates-philadelphiahttp://www.yelp.com/biz/centerpoint-pilates-philadelphiahttp://twitter.com/#!/CpointPilates


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that can utilize any of the equipment ranging from the Reformer, mat, Wunda chair, wall unit,

Cadillac and barrels. These private sessions are known to help one better understand and connect

with the Pilates fundamentals, as well as, key in on your individual needs. There are 3 pricing

options for private sessions; one can purchase 10 sessions for $700, a single session for $75 and

a student session for $70.23 A duet session is identical to the private sessions; except for instead

of one on one, two students are in a class with one teacher. There also are three pricing options

for these; one can purchase 10 sessions for $400 per person, a single session for $45 per person

and a student session for $40 per person.24 A semi-private session is used for those who feel

comfortable with the Pilates language, and movement, and are able to work out with others.

Semi-private sessions use the same equipment as the private and duet sessions, but, allows one to

work out in an intimate group setting at your own level with 2 or 3 other students. As like the

other sessions, the semi-private session has three pricing options as well; one can purchase 10

sessions for $450 per person, a single session for $50 per person and a student session for $40

per person.25

Similar to Centerpoint Pilates, UrbanFront Pilates targets customers of all ages, and

reaches out to them through social media. The only difference is that UrbanFront uses Facebook

only whereas most of the competition uses both Facebook and Twitter. UrbanFront has 321

friends on Facebook, and does not post daily or at a specific time. UrbanFront uses very

engaging posts on its Facebook page, and also posts about their individual session classes, for

example: New Semi-Private session added to our May schedule! On Tuesday at 1:30 with

23http://urbanfrontpilates.com/rates.php


http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/http://urbanfrontpilates.com/rates.phphttp://urbanfrontpilates.com/rates.phphttp://urbanfrontpilates.com/rates.phphttp://urbanfrontpilates.com/rates.phphttp://urbanfrontpilates.com/rates.phphttp://urbanfrontpilates.com/rates.phphttp://urbanfrontpilates.com/rates.phphttp://urbanfrontpilates.com/rates.phphttp://urbanfrontpilates.com/rates.phphttp://urbanfrontpilates.com/rates.phphttp://urbanfrontpilates.com/rates.phphttp://urbanfrontpilates.com/rates.php


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Thrive Pilates 14

Karen. Call (215)-564-4410.26 Another thing that UbranFront does that the competition does

not, is that it hosts an annual open house and fundraiser for its studio.

UrbanFronts customers on Yelp had nothing but great things to say about this local

studio. Sarah stated, I will definitely be adding UrbanFront to the would totally come back

list. Heres why: 1) Sparkling clean facility with mats so plush they could double as travel

mattresses, 2) Varied workout incorporating just the right mix of cardio, strength and stretching

to elave you feel refreshed and not overworked and 3) Bright, cheerful instructors who guide you

through the whole workout.27 Another customer Allie stated: Amazing Pilates Studio-

instructors know how to teach well, and really care about the advancement of your practice.

Small atmosphere- so you really feel connected to your instructor.28

Lastly, the third competitor for Thrive is Star Pilates which ranked #6 on the Yelp list for

top Pilates studios in the Rittenhouse area. Star Pilates is located on Locust Street, and is a

classical and private Pilates studio that offers strictly one-on-one private sessions. Star focuses

on your bodys needs as the exercises strengthen, stretch and lengthen your body. All of the Star

instructors are certified by Romana Kryzanowska, the protg of famous Joseph Pilates. Some of

clients that currently attend Stars facilities are: busy center city professionals, members of the

dance community, active retirees, college students, stay-at-home moms, and even men! Star

believes that the Pilates Method is beneficial to just about everyone and it welcomes people of all

skill levels and body types.29

As previously mentioned, Starr Pilates is a studio that offers only Private one-on-one

sessions. If one wanted to purchase a private session, the session could be purchased in single

26 http://www.facebook.com/profile.php?id=1833423294&sk=wall

27http://www.yelp.com/biz/urbanfront-pilates-philadelphia

28http://www.yelp.com/biz/urbanfront-pilates-philadelphia

29http://www.starpilatesphilly.com/
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Thrive Pilates 15

session or in package form. The single sessions are priced as followed: a 55-minute private

session is $70, a 30-minute private session is $40, and a 45-minute private (which is a lunch

special, weekdays from 12pm to 1:30pm) is $55. If you want to purchase a package, you have

two options: five 55-minute sessions can be purchased for $325 or ten 55-minute sessions can be

purchased for $600.30 One of the most interesting things about Star Pilates is that they do

something that is so unique that none of the other competitors do. Star offers a 20-minute

complimentary session to anyone who would like to try it out.

Star Pilates as already noted, targets people of all ages, however, it is quite new to the

social media scene, unlike their competitors. Like UrbanFront, they dont have a Twitter, and its

Facebook page is fairly new; it only started up in October of 2009. On Facebook, it has a page

with roughly 127 likes and it doesnt post consistently at all. It looks as if it only posts once or

twice a month, if that. Despite the lack of social media presence, Star is still getting great

reviews from their clients. One woman, named Marie stated: At age 64+, I had pretty much

given up all hope of ever having a waistline again. A friend had recently become a Pilates

student and highly recommended that I try it. What a discovery! Not only have I redefined my

waist I have strengthened my entire body! Finding Amy Berger and Star Pilates has truly

changed not only how I look, but also how I feel.31

Consumer

The possible target markets for Thrive Pilates are external. Panoptic believes that there

are three potential consumer segments that Thrive could possibly target. These target segments

include females between the ages of 35-55 that have disposable income who live around the area

of Rittenhouse Square; young professionals around the area of Rittenhouse Square; and college

30http://www.starpilatesphilly.com/rates/

31http://www.starpilatesphilly.com/testimonials/
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Thrive Pilates 16

students within the city of Philadelphia. To further illustrate the three possible target markets,

Panoptic PR has assigned real life identities to each.

Meet Amy:

Amy represents a potential customer segment at Thrive. This segment consists of female

college students between the ages of 18 and 23. Amy lives in the urban area, with a lower to

middle class income. She rents an apartment and drives a Volkswagen GTI. Amys favorite store

to shop at is Banana Republic, but enjoys shopping at other stores such as Forever-21 and Urban

Outfitters. While attending school, she likes to stay active, playing sports, especially soccer.

Watching young culture talk shows such as Ellen DeGeneres and Tyra are some of Amys guilty

pleasures. She is staying in contact with friends via social media websites such as Facebook and

Twitter. Because Amy is a college student, she has plenty of free time, but lower income. Given

her open schedule, Amy has the time to join fitness classes/gyms, so attending private lessons at

a Pilates/yoga studio is a potential activity for her.32

The article Attitudes Towards Health and Fitness Clubs gives three key insights on the

young gym members such as college students. The article shows how younger gym members

believe that gyms are overcrowded. This shows how many young adults would prefer small,

intimate workout classes in comparison to a jam-packed gym. Due to the overwhelming

atmosphere of a crowded workout facility, college students enjoy the ability to register for

private sessions that smaller studios allow. The priority of being able to register for classes and

32http://www.claritas.com/MyBestSegments/Content/tabs/filterMenuFrameWork.jsp?page=../Segments/sn

apshot.jsp&menuid=91&submenuid=911
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Thrive Pilates 17

reserve exercise equipment strictly for their own personal use is an encouraging factor for

choosing private sessions over gym memberships.33

Thrive Pilates currently has many college students participating in its classes, however,

not as many students become regular private session clients.

Meet Samantha:

Samantha is a young professional who lives in the urban area. She recently graduated

from college, and is eager to start her career. She still rents her apartment because she makes a

moderate level income. Samantha is not married nor does she have a family yet, so she has

plenty of time for herself. Samantha is into athletic activities, the latest technology as well, as

nightlife and entertainment. Samantha drives a Nissan Xterra, and watches television stations

such as MTV and E!. One can find Samantha shopping at stores like Express and Macys.34

After interviewing eleven female young professionals, Panoptic PR came up with four

key insights to better understand this specific target market. When surveyed whether they

preferred to work out with instruction or without it, six out of the eleven preferred with

instruction. Additionally, the survey revealed that the women questioned preferred smaller work

out environments in comparison to larger facilities. Nine out of the eleven females surveyed said

they would prefer private classes than having a gym membership. However, nine out of the

eleven females surveyed said they would feel more motivated to work out if they had someone to

go with them going against the whole essence of the personal and one-on-one instruction

provided through private sessions (See Appendix A). Thrive Pilates currently has many young

professional clients attending both classes and private sessions because they enjoy the

33http://academic.mintel.com/sinatra/oxygen_acaedmic/search_results/shows&/display/id=543330/display

/id=582354?select_section=58234334

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Thrive Pilates 18

atmosphere and the one-on-one instruction. Nonetheless, due to their busy work schedules, as

well as their desire to attend with other people, it can be difficult to plan out their private

sessions or duets, so many just attend workout classes that fit their schedule and comfort levels.

The article, Struggles with Exercising gives three key insights on males and females

between the ages of 18 and 34. The survey revealed that women with gym memberships are

more likely than men to have a difficult time getting motivated to actually go. Young female

professionals live stressful lives which can make it hard for some to find motivation to go to

private Pilates sessions. As the women got older in their late 20s and 30s they became more

interested in workout classes, and more routine work outs with structure.

35

Although they still

were more likely to join an all-purpose gym they were more likely to participate mostly in

classes at the gym that fit their time schedule.36

Meet Nancy:

Nancy is a stay at home mom living in the Rittenhouse Square Area. Her husband makes

a steady, high income allowing her to use some of their familys disposable income on private

work-out classes. She loves to shop at Banana Republic and Ann Taylor. Nancy drives her

children to school in her Lexus IS, and because they are in school, she has a lot of free time

during these couple of hours each weekday. 37

After researching and interviewing women from ages 18-55, it became apparent that

women ages 30 and older were the first age group to say that they would join a gym solely for

classes such as yoga, Pilates, kickboxing and nutrition (See Appendix B). Women 35-55 realize

what types of exercise they like or dislike and can easily chose which classes they would like to

35http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=543330

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Thrive Pilates 19

sign up for. This age group of women will work out for themselves, and will eagerly participate

in the classes in which they enjoy.

Mothers are becoming more health conscious. According to the article, Moms, Food and

Nutrition,apparently, Most moms claim to read nutrition labels, and about a third say they aredoing so more than a year ago, reflecting increasing attention to nutrition 38. This quote from the

article explains that mothers are more concerned with healthier options. This can be a benefit for

Thrive, because they offer nutrition classes that can help mothers learn more when they are

cooking and providing for their family. Moms are ordering takeout or deliver foods (that are

usually more costly and not as healthy) for meals less often than they were a year ago (Moms,

Food and Nutrition). When a survey was conducted for 1,020 female adults ages eighteen and

older, they were asked: out of a list of twelve factors, which they consider to be the top three

factors that contribute to healthy living for them. Out of all of the respondents replies, the main

two percentiles that stood out, and were much higher than any other factor52% percent

answered, Eating a balanced diet, while forty-five percent answered, regular exercise39

Although there were other choices, it is obvious that exercise is important to women of this age

group.

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SWOT Analysis and Strategic Direction

The strategic direction that Panoptic PR has decided to take is to focus on turning a

weakness into strength. The weakness Panoptic is choosing to focus on is gaining awareness of

private sessions.

STRENGTHS

Convenient location Private sessions are offered throughout

all hours of the day

Full attendance at classes Variety of services available Staff focuses on their customers

individual needs

Intimate atmosphere Superior instruction Offers a variety of services in nutrition

counseling, stress management andhealthy lifestyles

Uses social networking such as Twitterand Facebook

WEAKNESSES

No awareness of private sessions Hard to navigate website Expensive private sessions No word-of-mouth for private sessions

OPPORTUNITIES

Increase in healthy lifestyle trends

THREATS

Lower competitor prices Many local competitor studios in the

area

Possibility of new entrants


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Thrive Pilates 21

Objectives

Panoptics marketing goalfor Thrives PR plan is designed to increase the amount of

private sessions taken by 52.6% per week within 1 year of the plan. As previously stated, Hally,

the owner of Thrive, already obtains about 50 sessions per week, and aspires to reach 95 sessions

a week. One other objective for this plan, from a communications perspective, is to acquire at

least 8 media mentions by the end of the year.

Target Market (Publics)

Through the market research conducted it is clear that the best possible consumer

segment to target for this plan will be women who range in age from 35-55 (Aka Nancy). These

women, as previously stated, will be located around and within the area of the studio, near

Rittenhouse square, as well as, have both the time and the disposable income to dedicate

themselves to their workout.

Media and Non-Media Connectors

Panoptic PR wishes to gain coverage from traditional media as well as non-traditional

media through the appropriate connectors.For the media connectors, Panoptic has chosen the

NBC 10 Morning Show, Foxs Good Day Philadelphia Morning Show, Philadelphia Magazine,

and the Metro Philadelphia.As for the non-media connectors, the plan will use The Publics

Health Blog, Be Well Phillys Facebook page, With Love Philadelphias Facebook page, and

Rittenhouse Rows Facebook page. (See Extensive List -Appendix D)

Positioning Statement/ Brand Message

The positioning statement for Thrive will go as follows: For women ages 35-55, Thrive

Pilates is the one Pilates studio which provides private sessions plus nutrition counseling to

promote an overall healthy lifestyle unlike Centerpoint Pilates which provides private sessions


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only. Through our positioning statement we want to convey the message that the Thrive brand

maintains an intimate atmosphere under the professional, personable, and superior instruction

provided by all of its dedicated and highly involved staff members; and provides not only

healthy exercise methods, but an overall healthy lifestyle.

When consumers think of Thrive Pilates we want a few words to stand out to them:

energizing, supportive, elite, trendy, personal, and uplifting. Some of the words we dont ever

want Thrive to be associated with is: ordinary, overwhelming, inadequate, and boring.

Recommendations

As previously stated, Thrive is focusing on turning a weakness into a strength. Through

market research Panoptic PR has found that Thrive Pilates is the only studio in the Rittenhouse

area that offers nutritional counseling. In order to achieve this marketing objective of increasing

the number of private session by 52.6 % per week, Thrive will capitalize on the idea of an overall

healthy lifestyle. The big idea of this plan will be to package private sessions with nutritional

counseling, and position Hally as a local fitness guru. Using Hallys inspirational background,

and expertise Panoptic wants the target audience to understand that with Thrive its not just

about healthy exercise methods, but a healthy lifestyle. Hally can help show the way, through her

private sessions plus nutritional counseling.

In order to obtain our communications objective of acquiring at least 8 media mentions

by the end of the year Panoptic proposes a series of recommendations. During the first quarter of

the plan, Hally will start to make more posts about private sessions plus nutritional counseling.

By using the social media platforms Thrive already uses, such as Twitter and Facebook to build

awareness of private sessions and creating word-of-mouth (See Appendix E for Facebook

sample). Then, Hally will start up a blog of her own, in which she can make posts about daily


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health tips regarding an overall healthy lifestyle, but always referencing back to Thrives private

sessions and nutrition counseling (See Appendix F for Sample Blog). As a supporting objective

for the first quarter, Panoptic would like Hally to be featured in at least one publication in order

to increase the traffic to her blog, website, and social media platforms by the end of the quarter.

In doing so, a press kit will be sent to all of our connectors, along with a pitch letter to each

editor explaining why writing an article about a hidden health and fitness guru within

Rittenhouse Square would be beneficial for both the editor, and his or her audience (See Sample

Pitch- Appendix G). As of now, most women are unaware of what a private session entails;

getting this story out, will let people know what it is, where it can be taken and why its

beneficial.

Once Hally gets her name out that she is the number one Pilates instructor (guru) for

private sessions, Panoptic would like our second quarter supporting objective for acquiring at

least 8 media mentions by the end of the year, to be, to have Hally placed in a bylined article in

at least one publication. Similar to the first quarter, we will send out a pitch letter to all of our

connectors, positioning Hally as an expert. We will search the connectors editorial calendars for

holiday related health articles, such as beat the holiday bulge in which Hally can participate in.

These types of articles would be beneficial because during the second quarter months of

November and February because everyone is working on watching their weight for the holidays.

In an article titled Holiday weight management Dr. Roger A. Clemens, states "We have four

months of constant feasting. If we do feast, as many people do, without control, then we set

ourselves up for bad patterns, ill health, and weight gain."40 Panoptic wants owner, Hally, to talk

about how its not only important to watch their weight and make healthy choices half of the

40http://www.medicinenet.com/holiday_weight_management/article.htm
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year; she will give easy tips on how important it is to work to achieve a healthy life, made by

healthy choices.

At this time, Hally and the Thrive brand will become increasingly more popular, as more

people realize that she really does know her stuff when it comes to private sessions. The target

audience will also hopefully become more interactive with the brand via the social media

platforms. For the third quarter in order to reach our communications objective, Thrive will plan

to host its first ever self-produced event at its studio. Here at this event, Hally and her staff, will

be conducting an open-house for anyone who wants to come down throughout the day to receive

a personal information session, as well as tour the faculties. The purpose of this event is to create

an intimate and inviting atmosphere in which our target audience is able to feel out their own

thoughts on Thrive, before they commit to attending a session. For this event, all of the local

press outlets and connectors will be alerted ahead of time via a press release, as well as contacted

during, and after the event. Special reminder invites will also be sent to the media, the followers

of Hallys blog andThrives Facebook and Twitterfollowers. At the event, the attendees will not

only receive valuable information regarding the private sessions plus nutritional counseling, but

each person will walk away with a coupon for 10% off their first private session purchase.

The fourth quarter is the quarter in which Panoptic hopes Hally, and her company can

reach the next level. By this time, most of the local Rittenhouse Square area will know all about

Hally, the Thrive brand, and the importance of having healthy lifestyle patterns including both

fitness and nutrition. In order to reach our communications objective it is important to go after a

much larger audience, by pitching a letter with an idea for an interview to the connectors of local

broadcast mediums. With this pitch letter, a press kit and B-roll will also be sent, so that the

networks can have visual aids for what a private session plus nutritional counseling would look
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like, as well as a tour of the studio. The idea behind this is to have Hally tell her story, and why

it is important to have healthy exercise methods as well as nutritional habits, thus,

referencing/promoting Thrives Private sessions. By the fourth quarter the summer months will

be approaching and one topic Hally can discuss during her interview is about how everyone is

crash dieting to try to get their beach body ready, but, if you follow these tips, you can have your

beach body all year round. From this quarter Panoptic hopes to reach a supporting objective of

being named Best of Philly by the end of the plan.

At the end of this extensive plan, Panoptic wants Hally, and the Thrive brand to be well

known for Hallys story and Thrives private sessions and nutritional counseling, Thus, reaching

our main marketing goal of increasing the amount of private sessions by 52.6% per week within

one year of the plan.

Timeline and Budget (See Appendix I)

The PR plan will begin on August 1, 2012 and end on August 1, 2013.

In the first quarter which runs, August 1, 2012 to November 10, 2012; the goal is to get

Hally more recognized via social media. The beginning of the plan will be concentrated on

updating Thrives Facebook. On August 1, 2012Hally will also begin a blog about the

importance of living a healthy life. While this renovation of the social media and blog startup

will take place at this time, it will be a continuous effort. On August 26, 2012Panoptic PR will

send out press kits ($500) and pitch letters to our connector list that Hally is a Hidden Fitness

Guru. On August 1, 2012 will also begin the clipping service for print and online media

($3,500) each); which will be a constant effort.

In the second quarter which runs from November 11, 2012 through February 9, 2013; the

plan is to have Hally bylined in a feature article related to keeping fit through the holidays.
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Panoptic PR will pitch this story, along with the press kit, to the media outlets on November 11,

2012.

The third quarter which begins February 10, 2013 through May 11, 2013; will be focused

around the event ($1,000), which will take place March 24, 2013. Panoptic PR will send a press

release ($250) on February 10, 2013 to the media connectors about the event.

The fourth quarter; May 12, 2013 through August 1, 2013, will be fixated on Hally being

booked on a local television network. Panoptic PR will send a pitch letter press kit, and B-roll

($1,200) to the connectors on May 12, 2013. The week of May 19, 2013, begin utilizing the

clipping service for broadcast media ($3,500).

Measurement and Analysis

Panoptic PR will measure the progress and success of the results with respect to the goals

of the plan by using metrics such as media mentions and word-of-mouth. First, media mentions

will be applied by keeping track of the traffic of the various social media websites that will be

usedFacebook and the blog. In each of these cases, the amount of likes, followers, fans,

and comments will be kept track of, in order to see the improvement of the tactics. Determining

how many people are discussing Thrivespecifically the private sessions and nutritional

counselingwill be important as well. This will show how well the point is getting across, and

what the opinions are of the target audience members.

In order to measure the success of the featured article of Hally, it will be essential to stay

in contact with the media connectors that Panoptic PR has chosen to pitch the idea of the article

to. This will be done through follow-ups with each contact person. Panoptic PR will need to

gauge the depth of coverage to make sure that the article was the same or similar to what was

pitched to each media connector, and make sure that it is a featured article, like it was intended to
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be and not just a sentence or two. This will help determine if the coverage was favorable. Once

an article has been written and published, it must be clipped and saved, so show that the goal was

achieved. It will be important to use a clipping service for both print and online to check if there

were any mentions formed from that one article. Also, in order to effectively measure the impact

of our article, it is important to have a clipping service to keep track of the various media

mentions because some mentions are more impactful than others.

During quarter three, there will be an event to promote awareness on the private sessions

along with the nutritional counseling that is available. This will explain why it is useful for

Thrives target market to take these sessions at Thrive. The event will be measured by first

seeing how much media comes to the event, then follow-up with each contact. It will also be

measured by using a clipping service to see how much it is being mentioned both before and

after the event. Because the event will have a take-away coupon for its attendees, it will be

measured by determining how many people redeem their coupon.

The success will be measured by seeing which local television networks Hally is featured

in. It will be a goal to have Hally featured in one specific network, so the measurement will be to

see which network decides to pick up the story and interview Hally. This will be a similar

measurement to how the featured article about Hally will be measured. There will be a paid

clipping service for broadcast used during this time to track the mentions.

The overall measure of success will be by continuous word-of-mouth. Because a

relatively small social media campaign will be executed, it will be easily manageable to

personally monitor each medium. A weekly check can be done by using a paid print and online

clipping service to evaluate the progress and updates throughout the entire plan, adding on the

paid broadcast clipping service to the final quarter of May 2, 2013 to August 1, 2013.
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Appendices

Appendix AConsumers view/perceive Thrive Pilates as a positive energy in which they excitably

attend and continuously return. Thrive customers have stated:

Being new to Pilates, I was nervous about going into a class setting. Thrive Pilatesmade me feel welcome from the moment I stepped into their building. Everyone talkslike they've known you forever. The teachers remember your name and what youhave trouble with and pay special attention when you need it. The environment isfriendly and very clean, but best of all, it was fun. There are a good variety of classesoffered at Thrive Pilates which you could also sign up for online. The teachers knowhow to instruct in a way that doesn't make you feel defeated. They truly help yourform and self esteem. Everyone is welcomed into the classes no matter what levelyou're on but you also have the choice of selecting a class based on your level for

maximum comfort. A very comfortable setting. Wow. Well what can I say...this place rocks for so many reasons: Hally Bayer is at

the helm of Thrive Pilates, which is the Pilates "arm" of PhillyPowerYoga. She isfantastic, and her instructors are all very different but have their own unique way ofteaching pilates. The studio resides upstairs from PPY on the second floor. It'sconveniently located right off of Rittenhouse Square. I've actually taken privatelessons with Hally for some time now, so when she went to start the new program atPPY, I obviously wanted to see what it was like. The vibe at the classes is reallynice--communal. Whatever level you're at, there's a spot for you in a matclass. People are friendly, instructors are helpful. Overall a good spot to learn PowerPilates in a friendly, approachable environment. There's a lot more room in this

studio than others I've been in, so the mat classes easily fit 12+ people at a time. PS -Get to know Hally - she is fantastic!

As a new comer to the world of Pilates, I was happy to find a class that suits mylevel and my schedule. For 2 weeks I have attended Jay-Hoon's Saturday morningPilates mat class, and I'm hooked! I find the class challenging but easy to followthrough Jay-Hoon's instruction. He gives several options of modification for eachpose so that if you injured or want to really push it, there's a modification to suit you.The studio itself is beautiful and the price ($50 for 5 mat classes) is very reasonablefor the quality of the class. Certainly would recommend this studio to friends.

It's been a long time since I've come across such a great Pilates studio! Thrive at firstseems very low-key and laid back. The instructors are young yet have an amazing

wealth of knowledge of the Pilates Method and are all certified under the mostrigorous certification process. Each instructor brings a different flavor to class withbackgrounds ranging from dance to nutrition to counseling to even law! This studiois a great place to really dive into the Pilates method, no extra. Even though theatmosphere is easygoing (a welcome change from the Pilates "factories" in town andthe hustle and bustle of the gym) as soon as the class starts it is all serious anddedicated work. Every instructor is easy to approach and can answer any questions Ihave whether in class or after. There are mat classes everyday but several Private
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