This is the full growth plan for Mind & Motion and the working brief for the two people running it. Read it top to bottom once; after that, your section is your to-do list.
Four traffic engines feed one database inside GoHighLevel. The database is segmented, nurtured, and monetised in planned offer windows. Nothing lives outside this loop.
M&M's own social following. Same Reset offer, own tracking link, content calendar towards each event.
Biggest current group. Captured in-studio (QR + perk) onto our own list — never via ClassPass data.
Cold paid traffic to the 14-Day Reset landing page. UGC-led, hook-tested, retargeted.
Hotels, residences, corporates, creators. Two jobs: content/ads collabs and offers to sell to their audience.
Every contact gets: source, studio, market, consent status. No spreadsheets, no side lists.
Two weeks of warm-up, a live event, then a 14-day membership window with a real deadline. Repeat monthly.
Both of you get access to the Mind & Motion sub-account in GHL. Split the work like this — every task in this playbook carries one of these chips.
Owns the backend. If it's a setting, an integration or an automation, it's yours.
Owns getting people in. If it's content, ads, partners or the studio floor, it's yours.
In build order. Don't start a phase before the one above it is done — the flows are useless without the plumbing.
| Source | Entry | Tagging |
|---|---|---|
| Organic | LP link ?src=organic in bio + stories | source=organic |
| ClassPass | QR at front desk → GHL form ?src=classpass | source=classpass + studio |
| Meta | LP ?src=meta + full UTMs per ad set | source=meta + campaign |
| Partnerships | Partner-specific link or promo code | source=partner + partner name |
Everything sold maps to one of these three. Don't invent a fourth without checking with Mitchell.
AED 200 · £35
2 reformer classes + posture & goals check + grip socks + guest pass. Value stack AED 670 / £131. Guarantee: love your first class or it's free.
Sold on the landing page. Meta + organic push this.
Free matcha
In-studio only: scan the QR, join the list (email + WhatsApp opt-in), get the perk. No discount — the goal is the opt-in, not the sale.
They then receive the event invite and window offer like everyone else.
3 / 6 / 12 months
Opens after each event, closes hard after 14 days. Escalating perks with commitment (exact tiers from M&M's price list — TBC). Reset price is deducted from month one: “you've already part-paid it”.
Pushed by email, WhatsApp and front-desk + phone calls.
Position the Reset as a mechanism, not a discount. Dubai is full of “3 classes for AED 250” ads — we don't compete on that line. Locations are creative assets: JBR 75th floor and Marina must be recognisable within one second.
| Funnel stage | Format | Job | Budget |
|---|---|---|---|
| Top | UGC — creator talking to camera + studio b-roll | “Your sign to start” — routine/reset framing, broad but local | 50% |
| Mid | UGC × hooks — same bodies, rotating hooks | Hook testing across 8 angles (below) | 30% |
| Bottom | Offer + retargeting — statics + POV lifestyle | Price, stack and guarantee on-screen; retarget engagers, LP visitors, abandoned checkouts | 20% |
| Static | Offer graphics | Support layer in every stage; value stack visualised | — |
The 8 hooks to film (one shoot, hooks recorded separately — 15 hook takes × 3 bodies × 3 CTAs = the whole matrix in editing):
| Hook | Angle | |
|---|---|---|
| A | “If you've been telling yourself for months you need to get back into a routine…” | Routine reset |
| B | “Dubai girls — if you've been wanting to try Reformer Pilates, watch this.” | Local + direct |
| C | “If the gym is the reason you keep falling out of your routine, try this instead.” | Pain / problem |
| D | “You've seen Reformer Pilates everywhere. Here's your excuse to finally try it.” | Trend / curiosity |
| E | “Never done Pilates before? Perfect.” | Objection |
| F | “This might be the most beautiful place to do Pilates in Dubai.” | Location / JBR |
| G | “Your next two weeks could look like this…” | Aspirational |
| H | “Want to try Reformer Pilates in Dubai without committing to a membership?” | Direct response |
Shoot vertical 9:16. B-roll list: creator walking in, exterior identifiers, reception, wide studio reveal, JBR/Marina views, reformer wides, extreme close-ups (straps, springs, grip), instructor corrections, beginner being helped, slow controlled movement, laughing members, post-class moment, empty studio 5–10 s clean. Targeting starts local: Marina, JBR and surroundings — the ad may literally ask “Live in Marina, JBR or nearby?”. Message match: ad promise = LP headline = offer.
This loop is the business model. Everything above exists to feed it.
| Week | What happens | Owner |
|---|---|---|
| 1–2 | Capture running everywhere. Warm-up content: “something is coming” — teasers on organic, one email + one WhatsApp to the list | Both |
| 2 | Event invite out: email → WhatsApp → story push. RSVP via GHL form | Systems sends, Growth fills |
| 3 | The event — open studio / community class per city. Everyone attending hears the window is opening | Growth |
| 3–4 | Offer window, 14 days: membership tiers with Reset price deducted. Cadence: open email + WhatsApp → value email → social proof → 72 h warning → last-day push → hard close | Systems runs flows, Growth + front desk call warm leads |
| 4 | Scorecard review, learnings, plan next loop | Both + Mitchell |
| Item | Status |
|---|---|
| Landing page (London/Dubai, offer, pre-checkout capture) | Built — needs deploy + real reviews + London prices |
| GHL sub-account | Created — Phase A setup next |
| Meta connection | Connected |
| Stripe (checkout links, webhooks) | Blocked — waiting on keys |
| Mindbody API (auto class credits) | Blocked — waiting on approval; until then credits are added manually after purchase |
| WhatsApp API | Not started — Phase C |
| M&M sign-off on offer details | Open — 6 points in section 4 |
| DNS (mail + start subdomains) | Open — request sits with M&M |
Order of operations: backend first, then ads. The shoot can be planned in parallel, but no paid traffic until checkout, recovery flow and tracking are live end-to-end — a test purchase must land in GHL with the right source, receive its booking link within a minute, and fire the Purchase event to Meta.