Why Community Matters More Than Just Great Classes?

Posted on May 29th, 2025

As a Fractional CMO, I work with wellness and fitness brands that are doing a lot right—they offer excellent classes, high-energy instructors, great facilities. But even with all that, many of them struggle to retain clients long-term.

The missing piece? Community.

When people come for the workout but leave without making meaningful connections, you feel it. The studio energy is transactional. Members show up, do the work, and leave. What keeps them coming back is not just the class—it is the connection.

What I Did Differently

I worked with a wellness brand that had strong offerings but lacked community. To shift that, I introduced strategies to help members build relationships with each other.

We launched accountability challenges, shared transformation stories, and celebrated those stories across social and in-studio spaces. Suddenly, members started talking to each other. They showed up early. They stayed late. They invited friends.

The business went from being “just another gym” to being the place people felt part of something bigger.

Community Is Not a Bonus—It’s a Growth Lever

This kind of transformation does not happen by accident. It is the result of intentional strategy.

If you want your brand to scale, you cannot rely on classes alone. You have to build belonging. That is what drives retention, referrals, and long-term revenue.

Digital Spaces Need This Too

The same principles apply online. Whether you run a hybrid model, a coaching program, or an app-based service—your clients still crave connection.

Are you creating opportunities for clients to interact with one another? Are you elevating their stories? Are you giving them space to feel seen and supported?

If not, you are leaving growth on the table.

I build brands that people stick with—not just because of the pricing or product, but because of how the brand makes them feel.

Community is not a marketing trend. It is a strategic asset.

If you are ready to build a brand people want to belong to, let’s talk.