Punchy, playful copy to launch dynamic pricing in the Mindbody app.
Mindbody
Fitness and wellness businesses use Mindbody for online scheduling and business management. Backed by more than 20 years of product innovation, Mindbody has earned its title as the most-used scheduling SaaS in the wellness industry. To help fitness studios optimize class-based revenue, Mindbody acquired Lymber, adding dynamic pricing to its product platform.
The Background
- “Will lowering off-peak pricing devalue my classes?”
- “How will this impact my most loyal members?”
- “Will I lose control over my class prices?”
- And, “What the heck is dynamic pricing anyway?”
Our task: demystify the concept of dynamic pricing. The messaging needed to clearly explain what it does – and why fitness studios need it – without giving anyone a headache.
The Challenge
Our mission was clear: take the tech jargon out of dynamic pricing and communicate the what, why, and “so what?”
We led with the outcome: dynamic pricing helps you earn more from every class. To make the concept less scary and spark a few “ah-ha!” moments, we created an explainer video featuring familiar examples of dynamic pricing: hotels, events, and ride shares.
The video complements a landing page. Here, we focused on presenting the benefits, addressing concerns, and hard numbers that show the value of dynamic pricing. The page even includes an interactive calculator, where customers can crunch their own numbers.
The tone is clear and conversational, with playful language that gives a nod to the fitness industry (e.g., “flex your class prices” and “crunch the numbers"). Puns intended ☺
The Solution
*This project was completed in-house in conjunction with the Mindbody Creative team.
THE VIBE
BOLD / PLAYFUL / EASY / INNOVATIVE
THE EXPLAINER VIDEO
