For studio owners

In this 60-minute training + Q&A, studio owners will learn how to build a Black Friday promotion that generates meaningful revenue without relying on bigger discounts or undermining their everyday pricing.

Shannon McCasland, Owner of Radiance Yoga and Creator of AYC’s Studio Business Accelerator, will share how her own Black Friday strategy has evolved over the years—including the strategy behind her studio’s first six-figure month—and the biggest lessons she’s learned along the way.

1. The biggest Black Friday mistakes studios make: Why simply discounting your normal products isn't a strategy—and how the wrong promotion can actually work against your business.

2. Design offers around behavior, not discounts: Start with “What do I want this person to do?” instead of “What can I put on sale?”

3. Build a Black Friday Offer Stack: Create different offers for different customer groups and business goals rather than expecting one promotion to work for everyone.

4. Create urgency without deeper discounts: How quantity limits, bonuses, exclusivity, and VIP access can make an offer more compelling without continually lowering the price.

5. Protect your everyday pricing strategy: Black Friday should complement the pricing and purchasing behaviors you're building all year—not undermine them.

6. Remember: the campaign matters more than the offer: A great offer won't sell itself. Shannon will walk through the high-level timeline she uses to strategize, build, prime, launch, and close a mega successful Black Friday campaign.

7. Set your Black Friday goal: We'll finish the teaching with a quick exercise to define your revenue goal, business outcomes, and key audiences.