Fill Every Seat: 5 Proven Strategies from Mariana Tek’s Attendance All Stars 

In the competitive world of boutique fitness, consistently packed classes aren’t just good for business; they show that your studio creates experiences worth returning to. But what’s the secret formula for creating these moments that matter? 

We went straight to the source: Three of the winners of Mariana Tek’s Full House Awards for highest attendance. These attendance all-stars—CAMP (HIIT), MOXI3 (Spin), and Sweat and Tonic (Yoga)—have mastered the art of not only attracting clients but creating environments where people prioritize showing up, even on their busiest days. 

Let’s explore their five proven strategies for filling every spot in your studio, and how Mariana Tek can help you implement them. 

1. Prioritize Hospitality Over Everything

All three winners emphasized that they consider themselves hospitality businesses first, fitness studios second—a mindset shift that dramatically impacts attendance.

CAMP explicitly states, “We believe we’re a hospitality business first in the boutique fitness space, meaning people always come first—our campers, our instructors, and our crew.” This people-first philosophy ensures every interaction is designed to make members feel valued.

MOXI3 focuses on “meeting everyone where they’re at,” with staff who excel at reading the room: “Some people want an extra push, some need guidance to get comfortable with something new, and others just need to be greeted with real enthusiasm to shake off any nerves.”
 
Sweat and Tonic has built their entire model around “providing a friction-free guest experience” with amenities like towel service, complimentary equipment, and membership options that are “uncomplicated, price-protected, free of initiation fees or annual commitment.” Every aspect has been designed “to deliver a best-in-class experience with a hospitality approach.”
 
Takeaway: Train your team to think of themselves as hosts, not just fitness instructors or staff. Audit and remove friction points from every touchpoint in the customer journey.

Tek Tip: The instructor profiles on Mariana Tek allows instructors to share their social handles and Spotify playlists, creating micro-communities within the studio and extending the experience beyond class time.

2. Create Experiences, Not Just Workouts

The most successful studios understand they’re not just selling exercise—they’re offering transformative experiences that clients can’t get anywhere else.
 
CAMP positions their studio as “a place to play and explore,” not just somewhere to sweat. They aim to “bring people back to their childlike selves through movement, play, and connection,” framing fitness as something members look forward to rather than an obligation.

MOXI3 succeeds by “providing solid, effective workouts that take the guesswork out of fitness” while “constantly leveling up through research, experimentation, and openness to feedback.” This combination of reliability and innovation keeps the experience fresh while delivering consistent results.

Sweat and Tonic offers “unparalleled variety” with over 475 classes weekly across two locations, plus biohacking amenities like red light therapy and hot & cold therapy—creating a comprehensive wellness destination that meets multiple needs in one place.

Takeaway: Define what makes your studio experience unique and double down on those differentiators. Go beyond the workout itself to create moments that leave a lasting impression.
 
Tek Tip: Mariana Tek’s customizable membership options allow studios to create unique perks like earlier booking windows for members, automated retail discounts, and free guest passes—enhancing the overall experience.

3. Build a Genuine Community

Creating connection between members transforms occasional attendees into devoted regulars who wouldn’t dream of missing a class.

MOXI3 emphasizes that “group fitness is meant to be done in community, so breaking the ice and making sure everyone feels like they belong is a huge priority.” They view their members as “an extension of our own team” who help welcome newcomers and maintain the studio’s positive energy. 

CAMP creates a sense of belonging through “studio challenges to social events,” making the studio feel like “your home away from home” by focusing on “the energy, the connection, the little details.” 

Sweat and Tonic has built “a highly engaged community” with over 67,000 email subscribers and over 49,300 Instagram followers by creating “an experience that encourages being yourself, and doing new and challenging things.” Their approach makes members “naturally want to

Takeaway: Intentionally design opportunities for connection between members and staff, both in and outside of class. Create signature community events that members won’t want to miss. 

Tek Tip: Mariana Tek’s Challenges feature allows studios to run fully customized competitions through the mobile app, creating shared goals that unite the community. Whether it’s introducing new instructors through instructor-specific challenges or creating charity-focused initiatives, these digital touchpoints strengthen real-world connections. And with Goals and Streaks,  members can track consistency, creating accountability and celebration moments.

4. Invest in Exceptional Talent

Your instructors are the face of your brand and often the primary reason members return class after class. 

CAMP credits their “next-level talent” as a key contributor to their attendance success. Their instructors “don’t just lead workouts, they build connections. With an immense amount of personality, expertise, and passion, they create an atmosphere that truly feels special.” The result? They “curate an hour where campers look forward to their workout, rather than dread it.”

MOXI3 puts significant emphasis on staff development, noting “it all starts with our staff and the positive, welcoming environment they create.” Their team excels at personalization: “Our team is great at recognizing needs and showing up in a way that makes people feel seen and supported.” 

Sweat and Tonic’s impressive schedule of 475+ weekly classes requires instructors who consistently deliver excellent experiences, making talent a cornerstone of their success. 

Takeaway: Invest heavily in recruiting, training, and retaining exceptional talent who embody your values and can create memorable experiences. Consider what makes an instructor “right” for your brand beyond technical qualifications. 

Tek Tip: Mariana Tek’s data insights can help identify your most popular instructors based on attendance rates and booking speed, allowing you to strategically schedule your top talent during key time slots. The platform’s tagging system also allows your team to note member preferences, helping instructors personalize the experience by acknowledging birthdays, milestones, or knowing who might need modifications. 

5. Embrace Word-of-Mouth As Your Marketing Engine

While traditional marketing has its place, the top attendance studios succeed primarily through creating experiences so remarkable that members naturally become ambassadors.

CAMP states that “word-of-mouth is by far our most valuable marketing tool. Our campers love sharing CAMP with their loved ones because every experience is so unique.” They invest in creating “markets, happy hours, recovery days” beyond the studio walls that give members something to talk about. 

MOXI3 has grown “mostly through word of mouth, so we haven’t needed much paid marketing or referral programs.” They focus on “taking care of the people in our community, knowing they’ll spread the word if we do our job well.” Their promotions emphasize “in-studio competitions, special events, and community gatherings—things that bring people together rather than just trying to bring people in.” 

Sweat and Tonic drives buzz through “exciting brand partnerships and activations, events, or one-of-a-kind classes you won’t find anywhere else in the city,” creating natural FOMO and social sharing. 

Takeaway: Create remarkable, shareable moments in your studio experience. Consider what would make a member tell friends “you have to try this” and build those elements into your regular programming.

Tek Tip: Mariana Tek makes it simple to encourage bringing a guest with one-click guest booking, so members can easily bring their friends along for the experiences they love. The platform’s Year-in-Motion feature provides members with personalized annual statistics (class count, total minutes, top instructors) that they naturally want to share on social media, amplifying organic word-of-mouth.

The Final Rep: Your Studio Attendance Action Plan 

Based on insights from our attendance leaders, here’s a simplified action plan for to fill every seat in your boutique fitness classes: 

Remember, consistently full classes aren’t just about effective marketing tactics—they’re the natural result of creating an experience so valuable and a community so welcoming that members prioritize showing up, even on their busiest days.  

Looking for more insights on growing your fitness business? Check out our recently released eBook “Moments that Matter: Critical Engagement Points to Build a Strong, Vibrant Boutique Fitness Community”.