Case Study: The Pole Room achieves a virtual pole-fitness studio and 50% member retention with Mindbody

How The Pole Room Created a Virtual Pole Fitness Studio

The Pole Room is a Melbourne-based alternative fitness studio founded by Andy Eastoe and Jasmine Zapka that grew to four locations offering pole dance and related classes. When COVID-19 forced all studios and their in-person retail (10% of revenue) to close, the owners needed to rapidly pivot to a sustainable virtual model and overcome the challenge of delivering pole-focused programming without in-studio poles.

They moved operations online using Mindbody’s virtual platform and a fully branded app that combines live and on-demand classes, bookings, payments and an online shop for poles and accessories. The studio diversified its class mix, launched challenges and a rewards program, and now runs 30+ weekly online classes (some with 100+ attendees); about 90% of bookings occur through the app, they retained 50% of core members, and have grown their member base beyond geographic limits.

The Pole Room

Andy Eastoe

Owner