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8/3/2019 Panoptic PR Final Plan
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PR Plan
Panoptic PR Agency
8/3/2019 Panoptic PR Final Plan
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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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Thrive Pilates 3
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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Thrive Pilates 4
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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Thrive Pilates 5
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
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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.html8/3/2019 Panoptic PR Final Plan
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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
10http://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.htm8/3/2019 Panoptic PR Final Plan
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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.
11http://www.thrivepilatesphiladelphia.com/privates.html
12http://www.thrivepilatesphiladelphia.com/
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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-philadelphia8/3/2019 Panoptic PR Final Plan
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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
http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/http://www.cpointpilates.com/prices-policieshttp://www.cpointpilates.com/prices-policieshttp://www.cpointpilates.com/prices-policieshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.facebook.com/cpointpilateshttp://www.cpointpilates.com/prices-policieshttp://www.cpointpilates.com/8/3/2019 Panoptic PR Final Plan
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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/
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Thrive Pilates 13
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
24http://urbanfrontpilates.com/rates.php
25http://urbanfrontpilates.com/rates.php
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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/
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.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.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.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://www.facebook.com/profile.php?id=1833423294&sk=wallhttp://www.facebook.com/profile.php?id=1833423294&sk=wallhttp://www.yelp.com/biz/urbanfront-pilates-philadelphiahttp://www.yelp.com/biz/urbanfront-pilates-philadelphiahttp://www.yelp.com/biz/urbanfront-pilates-philadelphiahttp://www.yelp.com/biz/urbanfront-pilates-philadelphiahttp://www.yelp.com/biz/urbanfront-pilates-philadelphiahttp://www.yelp.com/biz/urbanfront-pilates-philadelphiahttp://www.starpilatesphilly.com/http://www.starpilatesphilly.com/http://www.starpilatesphilly.com/http://www.starpilatesphilly.com/http://www.yelp.com/biz/urbanfront-pilates-philadelphiahttp://www.yelp.com/biz/urbanfront-pilates-philadelphiahttp://www.facebook.com/profile.php?id=1833423294&sk=wall8/3/2019 Panoptic PR Final Plan
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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
36http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=543330/display/i
d=582354?select_selection=58235537
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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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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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Thrive Pilates 22
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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