At The Collective Studios, “together we sweat” is far more than just a tagline.
Owner Ashley Iwanicki is passionate about delivering welcoming, five-star experiences for all clients. She has long embraced the idea that a boutique fitness studio should be a “third space” for their clients – a place to enjoy, connect, and truly feel at home.
A winner of Mariana Tek’s 2025 Community Choice Award, The Collective Studios (TCS) offers Pilates, cycling, yoga, megaformer and mixed-intensity strength training classes to clients in southern New Hampshire.
I visited the studio and talked with Ashley about her impressive balance of growth-oriented business decisions and personal touches. While the business is rapidly growing, it’s not at the sake of the experience. The TCS team is committed to delivering a memorable experience that truly makes you want to keep coming back!
The Collective Studio’s journey began in 2021 when Ashley opened their flagship location in Londonderry, New Hampshire. Since the beginning, Ashley has been focused on making data-driven business decisions and adapting to the needs of her clients. “Any seasoned studio owner knows that running and scaling a thriving business is a delicate balancing act—one that requires constant adaptability, strategic decision-making, and a relentless pursuit of excellence,” said Ashley. While a lot has gone into building the business, here are five key strategies that have contributed to TCS’s success.
5 Key Success Strategies That Fuel A Growing Boutique Fitness Studio
- Well-Structured Systems and Automated Processes – TCS has built well-structured workflows and embraced automation of repetitive tasks to streamline operations, enhance efficiency, and maintain consistency. Collective Studios takes full advantage of the suite of marketing automation features in Xplor Growth, including forms, landing pages, emails and SMS. The team is intentional with the timing of campaigns and promotions, aligning them with seasonal trends, member behaviors, and key business objectives. TCS is able to provide predictability for their team and clients. The team isn’t weighed down by logistical challenges and can focus creative energy and time on delivering an unforgettable client experience.
- A Passionate and High-Performing Team – The heart of TCS’s success lies in its team—talented, dedicated, and deeply committed to excellence. “Our team is the driving force behind the energy, creativity, and the sense of belonging that keeps our members coming back,” she said. Instructors at Collective Studios are focused on evolving, refining their skills, and continuously improving. Ashley leads this by making a substantial investment in training and development. ”We provide our team with the tools, education, and mentorship necessary to refine their craft and push the boundaries of what’s possible,” says Ashley. “This investment doesn’t just benefit our team, it directly enhances the experience we provide to our members, ensuring that every class is led with expertise, creativity, and a deep understanding of how to inspire and challenge those who walk through our doors.”
- A Data-Driven Approach and Relentless Learning – The Collective Studios team embraces experimentation, viewing every challenge as an opportunity for growth. Using Mariana Tek’s insights and reporting, Ashley and team consistently uncover what’s working and what isn’t. “Rather than taking a one-size-fits-all approach, we continuously analyze data to refine our strategies,” says Ashley. The TCS leadership team and Ashley leverage monthly and quarterly reports from Mariana Tek, analyzing insights across nearly every category. These reports serve as a crucial tool in shaping schedule adjustments, promotional development, marketing ROI assessments, retail strategy and inventory management. “By continuously evaluating performance metrics and analyzing trends, we ensure that every decision aligns with business growth, member demand, and operational efficiency, allowing us to optimize resources and enhance the overall studio experience,” reaffirms Ashley.
“By continuously evaluating performance metrics using Mariana Tek’s insights and reporting, we ensure that every decision aligns with business growth, member demand, and operational efficiency, allowing us to optimize resources and enhance the overall studio experience.”
- Referrals From Loyal Clients – Referrals are a powerful driver for Collective Studios, because nothing speaks louder than a personal recommendation. “We’ve built a strong culture where members are eager to share their experiences, and we fuel that momentum with well-structured referral incentives that feel natural and rewarding,” says Ashley. “With Mariana Tek integrations such as Perkville and IPStudio in-app ads, our community can not only stay up to speed on referral programs but easily and effortlessly help champion our brand.”
- Promotions with a Long-Term Mindset – TCS’s promotions are designed with long-term retention in mind. Rather than relying on deep discounts, Ashley creates offers that attract the right members—those who will engage, commit, and become part of the community for the long haul. Whether it’s an exclusive trial, a special event, or a partnership with like-minded businesses, every initiative is carefully crafted to drive real, lasting growth. For example, this week Collective Studios is hosting a special sound bath and guided journaling session on International Women’s Day.
The Little Moments that Turn New Clients into Brand Loyalists
It’s clear that The Collective Studios has a thoughtful execution of a clear business plan, but they also excel at the little things that make clients feel at home. Speaking from personal experience here: signing up for and attending a class at Collective was informative, welcoming, and truly made me feel special.
Here are a few moments that impressed me as someone attending the studio for the first time:
- The email I received immediately after sign-up was full of details – where to park, what to bring, what to wear, and generally what to expect. I felt totally prepared for my first class.
- I was able to pick my spot when booking. Because it was my first class, I was happy to choose a spot toward the back so I could learn the ropes and not feel intimidated!
- The staff gave me a hand-written note and a tour when I arrived, showing me the locker rooms and even introduced me to another client taking the class I was signed up for.
- The instructor Claudia made sure I knew how to get set up, and what equipment to choose. She instructed us all to use a battery-operated tealight to signal if we were open to adjustments during the class. I thought that was such a special touch!
- The class itself was fun, energizing, and a great workout, and Claudia shouted out a number of names during the class to keep everyone motivated and encouraged.
- After class, there was a fridge of eucalyptus scented towels available to cool off with. This was the icing on the cake!
As a full-time remote worker and Mom of a toddler, I’ve been seeking a community to nourish my body and mind, outside of my busy day-to-day life. Collective Studioswas a space where the workout didn’t feel like ‘work’, but instead like I was treating myself to something special.
Congratulations again to The Collective Studios on their 2025 Community Choice Award! I left my experience at TCS feeling refreshed, energized, and knowing that I’d be back again.
Learn from Ashley and Other Successful Studio Owners and Operators
On April 2nd, Mariana Tek is running a panel and Q&A session on Creating a Third Space: Community Engagement Strategies that Lead to Business Growth. Ashley and three other boutique fitness experts will share what it takes to create a studio where members feel seen, supported, and inspired—both inside and outside of class. Sign up here – you can submit your questions when you register, or ask them live during the session!
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First published: March 12 2025
Written by: Colleen Trinkaus