Buti Movement

The Challenge

Buti Movement needed to convert class attendees into recurring digital studio subscribers. The fragmented platform setup meant their most engaged customers — certification graduates who had invested $500+ in instructor training — had no natural path into the digital studio subscription. Members who wanted to pause their subscription were forced to cancel entirely because there was no self-serve pause option, driving preventable churn from members who planned to return. The certification and studio offers were effectively invisible to each other's customer bases despite serving overlapping audiences with complementary needs.

Our Solution

We built a Shopify storefront integrated with subscription billing, class content access, and a members portal. Recharge was implemented for monthly and annual subscription billing with self-serve pause and frequency controls — the single most impactful change for reducing churn. A content-gated members portal was built with class schedules, video content, and instructor resources accessible only to active subscribers. The certification program PDPs were redesigned with upsell prompts for studio membership, creating a natural conversion path from certification buyer to recurring subscriber.

Results

Tech Stack