Scaling a Wellness Membership with a Marketing Flywheel

PROJECT OVERVIEW:

A physical therapist wanted to grow her membership program and position her unique methodology as a signature framework that could eventually be licensed or acquired. She needed more than just campaigns — she needed a marketing ecosystem that fueled itself.

the challenge

• Stalled membership growth despite a strong offering

• Messaging lacked clarity and differentiation

• Marketing efforts were siloed (social, podcast, email, SEO not working together)

• No consistent, repeatable system for nurturing leads or sparking membership growth

my approach

We built a marketing ecosystem where every activity fuels the next:

• Messaging & Positioning: Refined her methodology into a clear signature approach — strengthening authority and setting her apart in the industry.

• Content Ecosystem: Used membership questions to spark content for podcasts, Instagram, blogs, and email marketing. Members became both learners and contributors, adding value to the community.

• Funnels & Nurture: Built multiple lead magnets and strong nurture sequences to consistently bring new leads into the membership.

• Promotional Calendar: Created campaigns throughout the year to strategically spike growth.

• Thought Leadership: Planned and promoted a bold, unconventional virtual summit that became a cornerstone of her positioning and content flywheel.

the results

• 50% growth in membership YTD (2025 over 2024)

• Strong, repeatable promotional process now in place for consistent growth

• Clear differentiation in the market with a signature methodology

• A thriving ecosystem where content, community, and sales reinforce one another