The Midweek Problem: Solved

Multi-Location Case Study: How multi-location spas convert midweek gaps into revenue

For years, spa marketing followed a familiar pattern: loyalty programs, seasonal promotions, and bursts of social media. Those tactics once worked. Today, they barely register. Guests are oversaturated, scrolling past offers they’ve seen a dozen times before. The problem isn’t whether guests know your brand. The problem is what happens after awareness: the unsold hours in the schedule, especially midweek, that quietly erode revenue.

At Woodhouse Spa, a longtime Lux214 client where our team manages local marketing for eight franchise locations, we set out to tackle an email CRM strategy head-on. The goal was simple: make smarter use of existing guest data to drive repeat visits and retail sales.
The results were immediate. One location saw a 17% increase in returning guests and double-digit growth in both service and retail revenue (+12% services, +14% retail). Same team. Same pricing. Same footprint.

What changed wasn’t the market, it was the precision of how the email strategy was executed. The franchisor, Reach.AI, and Lux214 Media Group worked together to align the CRM segmentation, timing, and messaging, and the results showed up fast.

Don’t get us wrong: the fundamentals still matter. Organic social, authentic engagement, email programs, and influencer visibility remain critical to maintain. But the lift we saw didn’t come from another Instagram promo or boosted Meta ad. It came from fully utilizing the CRM tools already in place, segmenting by guest behavior, and partnering with the Woodhouse team so the response matched the demand.
At the Dallas location, General Manager Sharee Helms described what happened after a Thursday campaign launched:

“We watched the schedule fill in minutes. One team member took calls, another monitored online bookings, another confirmed. The goal was simple: capture the volume quickly without losing the guest experience.”

That readiness, paired with email targeted campaigns, is what transforms a short-term lift into a repeatable model.

Reach.AI connects directly to Meevo, reading live scheduling data. When an opening appears, two types of campaigns can run. Automated campaigns fire inside the platform. Meanwhile, Lux214 designs and deploys manual campaigns: selecting timing, writing creative, segmenting by visit history or therapist preference, and weaving those messages into larger seasonal pushes, influencer campaigns, and community partnerships.

“There are two tracks,” said Donna Tanner, Partner at Lux214. “Reach runs the automated campaigns. Our team builds the manual ones. We sit with owners and managers, configure the filters, troubleshoot, integrate, and refine reporting. Most operators don’t have the bandwidth or marketing background for that while running day-to-day business. That’s where Lux comes in, and it’s a role I’m proud to fill, because it means owners can finally see the payoff their work deserves.”

Patrick Blickman, CEO of Reach AI, underscored the timing advantage:

“Because REACH ai is deeply integrated with scheduling systems like Meevo, it is able to see openings before many staff even realize they are there, send personalized text messages to clients, and book the appointment. Advanced marketing teams like Lux214, and leading franchise groups like Woodhouse Spas then get to see every dollar of attribution in the advanced REACH ai dashboards which pull booking data in real time and match it to every single text and email that is sent.”

With Lux’s campaigns layered on top, those signals don’t just get noticed. They get filled.

Across the spa industry, room utilization often ranges from 35 to 40 percent in comparable markets, a level that would cripple a hotel or airline.

The approach refined at Woodhouse eliminates that problem at its source. Instead of broad discounts, campaigns mirror actual guest behavior such as birthdays, visit cadence, and the massage therapist or esthetician who provided service during the last visit. The timing often coincides perfectly: the endurance athlete who booked recovery massages during last year’s training cycle gets a timely nudge before the next race. The husband who scheduled an anniversary surprise last spring is reminded when the date approaches again. The friend group that made a birthday spa day a tradition receives a prompt right when planning begins.

These touches don’t feel like mass marketing, they feel personal, because they are. And when they land, the team is ready: phones answered, online bookings confirmed, loyalty reinforced. Guests leave feeling like Woodhouse is their spa—part of an exclusive experience that keeps them coming back.

Most spa teams are already stretched thin, rushing from service to service. They don’t have the time or expertise to integrate systems, mine data, and build campaigns at this level. That’s the unseen but critical layer Lux214 provides: connecting corporate marketing to local execution, tying platforms to real revenue, and turning empty rooms into repeat business.

We’ve proven this across eight markets, from Texas to Colorado to Utah. The specifics vary, but the principle does not: when the technology is fully activated and supported by disciplined marketing, the midweek gap closes.

This isn’t about buying another tool or flooding the market with discounts that erode brand value. The platforms already exist. The difference is in how they’re used and who connects them. Reach.AI provides the signal. Meevo carries it. Lux214 makes the system perform by designing campaigns, writing the copy, setting the filters, and preparing staff so the guest experience holds up when the volume hits.

“Franchise owners have the brand. Corporate provides incredible tools and data. Our role is to help bring those resources to life at the local level, connecting the technology, timing, and guest experience so every campaign performs as intended. When that happens, owners finally see the payoff their work deserves.”

For Woodhouse franchisees and other operators on Meevo, the capability is already sitting there. The question is who will take advantage of it. At Lux214, we’ve shown the midweek problem isn’t a mystery. It’s solvable when technology, operations, and marketing actually work together.

Our clients who live the LuxLife alongside us know it’s not about running harder, it’s about running smarter. The results are real.

Ready to close your mid-week gap? It’s time to talk. Reach me directly at 214-906-6633 or lorib@lux214.com and Let’s see how this can work in your market.