How EQ uses Spotfiller to boost midweek bookings and deepen customer engagement

Meet EQ

EQ is a modern wellbeing sanctuary in Melbourne, designed for high-performing professionals ready to invest in their mental and physical health. Rooted in science and led with intention, EQ offers a holistic suite of services — including light and sound therapy, breathwork and contrast therapy, and yoga and Pilates — all under one roof.

At the heart of the brand is Sarah-Louise, EQ’s Marketing Manager. While many customers first discover EQ through entry-point experiences like the bathhouse or studio classes, Sarah-Louise’s long-term focus is on deepening those connections and guiding more members into the transformative Signature Journey, a three-hour mind and body reset.

The challenge

EQ quickly became a go-to destination on weekends, but keeping bookings full during the week was a different story. Midweek bookings were inconsistent, and newer offerings like studio classes had to compete with a crowded local market.

Despite strong demand overall, EQ didn’t have a structured strategy for filling weekday spots. The team leaned on email sequences and occasional SMS outreach, but it wasn’t driving the kind of engagement they needed.

“To be honest, we weren’t really doing much to fill those gaps,” says Sarah. “We’d rely on our regular EDMs or maybe a last-minute text, but it wasn’t very targeted or proactive. It just wasn’t moving the needle the way we needed it to.”

The solution

Spotfiller gave EQ a way to reconnect with its existing customers and increase weekday visits without building campaigns from scratch. Instead of relying solely on email flows or hoping for walk-ins, Sarah could now send personalized offers to the right people at the right time.

The result was a more efficient way to boost bookings, especially from clients who had visited once or twice but weren’t yet deeply engaged.

“What we’ve seen is Spotfiller really works for our more casual or entry-point services,” she says. “It helps nudge people who might’ve come once or twice to come back again and hopefully stay in our ecosystem longer.”

The impact

In just two months, EQ filled 12 additional spots using Spotfiller, generating over $430 in incremental revenue with minimal effort from the team.

Beyond the numbers, Spotfiller supported one of EQ’s most important goals: driving repeat visits from customers who might otherwise drop off after a single class or bathhouse session.

“Some of the people who booked through Spotfiller had only come in a few times before,” says Sarah. “It reminded them about us and gave them a reason to come back.”

For EQ, Spotfiller is a simple but powerful way to maintain momentum during slower periods — and to turn casual visitors into more committed members.

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