Opening a studio is a massive milestone; if you're here, you already know that. Whether it's your first or your fifth location, you could be walking into an empty room on opening day if you don't build awareness and momentum effectively in the months beforehand. As a fitness studio coach, I hear from frustrated owners all the time who fell into the "if you build it, they will come trap and are disappointed with low attendance after launch, despite all the time, energy, and money they poured into their dream.

The good news? There's a formula that you can follow. Launching doesn't have to be chaotic or costly to be effective. What you do need is a clear game plan and about 90 days to make it happen.

Let's break down the simple, high-impact launch framework that's worked for hundreds of studios. Whether you're opening your very first location or expanding into a new one, this 3-month strategy will help you grow your list, build buzz, and open your doors to an engaged community.

Let's map it out.

Month 1: Lay Your Foundation

Three Months Before Opening

Goal: Start building interest and collecting leads

The first 30 days of your studio launch journey are all about setting the stage. Before you start promoting classes or spending money on ads, your priority should be building a solid foundation, one that captures interest and firmly positions your brand in your new community.

This is the phase where you create the assets and systems that will carry your marketing efforts through the next two months. A landing page, clear messaging, and early engagement will help you grow your list and generate real momentum before you ever open your doors.

Step one is all about creating a home base for your launch: a simple landing page with an email opt-in. This page will become your digital headquarters, the place where all early interest gets captured. Think of it as a waiting room for future clients who are curious, but not ready to commit yet.

What to focus on this month:

• Set up your pre-launch landing page and lead form (this is different from your full website).
• Clearly define your value proposition and messaging.
• Begin warming up your audience via email and social media
• Add "Coming Soon" signage to your window with a QR code linking to your page

The earlier you start building that list, the easier it will be to convert leads when you're ready to sell.

Month 2: Build Local Buzz

Two Months Before Opening

Goal: Get seen, known, and shared

Now that your foundation is set, it's time to get visible. Month two is all about showing up in your community, both online and offline, and building awareness where it matters most. You want people in your neighborhood to recognize your brand, feel curious about your space, and start talking about what's coming.

This is your opportunity to create meaningful connections through local partnerships, grassroots campaigns, and real-world events that bring your studio to life before it officially opens.

One of the most effective tactics this month?

Hosting a pop-up fitness event.

Partner with a local business (think Lululemon, a juice bar, or a park program) and invite people to try a short demonstration class. These events provide your studio with real-world exposure and help you establish trust quickly.

Other ways to build buzz:

• Start cross-promotions with other local businesses
• Launch low-cost guerrilla campaigns (chalk art, flyers, sticker drops)
• Reach out to local news outlets and online community calendars

Pro Tip: Make sure everything points back to your lead capture page so you can keep track of who's engaging and continue the conversation in their inbox.

Month 3: Countdown to Opening

One Month Before Opening

Goal: Turn interest into signups

With opening day around the corner, it’s time to shift your focus to conversion. Month three is where excitement meets action. Your job now is to turn warm leads into committed clients. A strategic soft launch or preview week helps people experience your studio firsthand, while a countdown campaign builds anticipation and urgency. By this point, if you've followed the blueprint, you’re not starting from scratch. Instead, you’re activating the community you’ve already built, and setting yourself up for a confident, high-energy opening week.

With a warm list and local awareness in place, this final month is all about conversion and confidence. You're building urgency and giving potential clients a reason to act.

My favorite strategy?

Run a soft launch or preview week.

Offer a short run of "invite-only" classes- just a few days where people can come try a class, meet your team, and sign up for your intro offer. These early events help you:

• Gather testimonials and social proof
• Practice your internal systems
• Train your staff to confidently sell your offer

Other smart strategies:

• Run a countdown campaign on Instagram Stories
• Launch targeted Meta ads to boost visibility
• Host a VIP pre-opening event for local influencers and partners

By launch day, you'll already have paying clients, a confident team, and a community that knows who you are.

Your Studio Launch Doesn't Need to Be Complicated

With a proven structure, your launch can feel focused, calm, and exciting.

To help you make it happen, I created the free 90-Day Studio Launch Blueprint, your step-by-step guide that breaks down what to do each month, along with a printable checklist to stay on track.

Download your free 90-Day Launch Blueprint here.

You only get one first impression. With a solid 90-day runway, you'll open your doors to a warm, ready-to-join membership base, not just curious walk-bys.