AirSpace: How repositioning a brand and redesigning the website experience increased class sign ups by 30%.

AirSpace (formerly AirYoga) was founded in 2013 by circus aerialist Ashley Lau and ex-Cirque Du Soleil physiotherapist Trevor Aung Than. Their vision was to develop an aerial strength and conditioning workout inspired by their experience in the circus world - a fun and rewarding workout that was accessible to all.

Initially, Ash and Trevor made contact with Little Village Creative to discuss plans for a website redesign. However, it quickly became apparent we had another challenge to resolve first. Many first-time clients didn’t understand what AirYoga was, and there was a common misconception that the classes were more akin to a gentle, relaxing yoga session than an active, strength-building workout.

We realised that we needed to reposition AirYoga in a way that clearly communicated its unique benefits, attracted the right clientele, and compelled them to return.

Understanding the context

In order to successfully reposition AirYoga, we needed to understand their business inside and out, as well as the wider market context. We spent time with the AirYoga team at their purpose-built studio in Perth, where we discussed their business journey to date, goals, aspirations and challenges.

We also used this opportunity to gain a greater understanding of their client base and location in which they operate, and to audit all aspects of their existing marketing activity, both online and offline. This enabled us to hone in on AirYoga’s key target audience and identify how we could speak to them in a way that would resonate.

As a final step, we conducted research into the current state of the health and fitness market both in Australia and globally, and looked at emerging trends to identify new areas of opportunity for AirYoga.

Bodyweight Aerial Fitness

Through a series of brand development exercises, we used the insights we had gathered to articulate AirYoga’s key point of difference, develop a positioning statement (elevator pitch) and value proposition, which led to the creation of the positioning line: Bodyweight Aerial Fitness.

During this process, we also identified the need for a name change to align with the new positioning. AirSpace was the original nickname for the studio space, and it felt like a natural evolution to rename the business accordingly.

Online presence

With the AirSpace name and positioning locked in, Little Village Creative set to work on creating a fresh new website. We delivered all aspects of the project from start to finish, including a site structure that made it super easy for clients to book (a problem on the previous website), overall design, copywriting, testing and build. We ensured that AirSpace’s scheduling software (Mindbody and Cliniko) integrated seamlessly with WordPress and that the site architecture, page template structures, content and build were appropriately optimised for search without compromising user experience.

The results

Since launching the new name and website in May 2018, AirSpace have enjoyed a 30% increase in class sign ups and a 13% uplift in new users compared with the previous year. In June 2018 alone, class sign ups were up 32% compared with the same month the previous year. With little marketing support at the time other than maintaining social media channels, this indicates that the website was doing the heavy lifting in driving these results.

Demonstrating that the website is communicating what it needs to, Ash says he’s experienced a notable drop in inquiries asking what AirSpace does - resulting in an invaluable time saving for him as a busy company owner.

And in terms of praise for Little Village Creative? “(They) were fantastic, timely and professional. There were very few revisions throughout the whole process - they pretty much got it in one!”

Looking to boost sales and sign ups in 2019? Get in touch to find out how we can achieve results for your business.