The Role
Shanna has been Upstate Studios’ fractional CMO since 2023. She sets the strategy and works closely with their paid media agency on campaigns across Victoria.
New studio launches: Shanna directed the “coming soon” campaigns for South Yarra, South Melbourne, Richmond and Elsternwick, built around Upstate’s 30-day unlimited intro offer for Pilates, Reformer, Boxing and Yoga.
Established studios: She grew awareness and conversions in Ascot Vale, Torquay, Fitzroy, Balaclava, Geelong and Ballarat. The result was +20% month-on-month growth in intro offers on average.
“By refining email flows and empowering the team with training, we created a long-term retention strategy that drives results.”
Growing a Fitness Brand Across Victoria
In 12 months Shanna has helped make Upstate one of the leading fitness brands in Victoria. SEO, paid media and retention now all work together.
“Our campaigns not only launched new studios with impact but ensured ongoing growth across Upstate’s established locations, achieving consistent results across the board.”
The Goal: Turning Casual Users Into Loyal Members
On top of SEO and paid media, Shanna runs Upstate’s retention marketing.
Remarketing: She built targeted ads for each customer segment to turn casual users into members and members into upgrades.
Messaging: She tailored the messaging to each segment, which lifted click-throughs, add-to-carts and memberships.
“This partnership demonstrates the power of targeted, data-driven marketing to achieve both immediate results and sustainable growth in the fitness industry.”
Email: The Biggest Retention Win
Email drove the biggest gains.
Flow audits: She rebuilt the designs, triggers and content across the email flows:
+155% revenue from offer redemptions
+10% open rates and +6% click-through rates
Team training: She wrote an email marketing course built for fitness, so Upstate’s team can keep the results going.
More Than a Client
Shanna is an Upstater herself. She knows the community from the inside and is in a class every Tuesday. Watching this team grow has been a highlight of her career.
Want results like this for your studio? Book a free call.