ProgramsSpring 2027 Stevens Industry Capstone ProgramProjectsLab Indigo: Revival Crop and Craft Work in Guatemala

Project Title: Lab Indigo: Revival Crop and Craft Work in Guatemala

Lab Indigo

Details
Project Title Lab Indigo: Revival Crop and Craft Work in Guatemala
Project Topics
Skills & Expertise
Project Synopsis: Challenge/Opportunity
At Ken Pilates, we are facing two primary challenges that are limiting the growth and sustainability of our business:

  1. Third-Party Client Conversion: Our group fitness classes attract a younger demographic (ages 20-35) through third-party platforms like ClassPass and Gympass. While these platforms help us fill classes and give us exposure to new clients, they also offer steep discounts, which leaves little margin for reinvestment in marketing, workshops, or general business expansion. Our concern is converting these lower-paying, discount-driven clients into loyal members or private studio clients. We recognize the opportunity to build a more consistent and higher-value customer base, but are struggling to find effective ways to bridge the gap between group class offerings and private training services.

  2. Private Client Acquisition: Our private Pilates studio offers a top-tier, personalized experience with high-quality equipment and expert instructors. However, we struggle to attract new private clients, particularly those transitioning from group classes, which tend to be focused on price-sensitive individuals rather than those seeking premium, tailored services. Once clients do come into the private studio (typically ages 40-65+), they remain loyal, but new inquiries are sparse, limiting growth potential for this segment of the business.

We believe that there is a significant opportunity to refine our offerings and improve profitability without drastic changes, enabling us to continue delivering high-quality services while ensuring financial sustainability.
Project Synopsis: Activities/Actions Required
To address our challenges, we envision a multi-pronged approach focusing on both third-party conversion and private client acquisition. As an example, key activities could include:

  • Improving the Group Class Experience:
    • Class Upselling: Train instructors to introduce the benefits of private training during group classes, especially for clients who express interest in improving their practice or have specific needs (e.g., recovering from injury, improving form). A soft approach to upselling private sessions in this way could help drive conversions without seeming overly sales-focused. 
    • Instructor Commission: If determined to be financially feasible, provide a commission to instructors who upsell the private studio, group memberships, or other offerings.
    • Workshops and Masterclasses: Introduce occasional workshops or masterclasses that offer a bridge between group classes and private sessions. These can be specialized sessions that attract both current group clients and new prospects interested in specialized knowledge.

  • Maximizing Group Class Revenue:
    • Class Optimization: Evaluate the current group class schedule to identify peak hours and underutilized times and average mat pricing. Adjusting class schedules and pricing to optimize for demand could help increase attendance and reduce reliance on third-party platforms
    • Membership Plans for Group Classes: Create more flexible membership plans that encourage clients to commit without needing deep discounts. For example, tiered memberships based on frequency of visits or discounts for members who purchase packages upfront could help increase loyalty and revenue without sacrificing too much on pricing.

  • Private Client Acquisition Strategies:
    • Exclusive Promotions for New Private Clients: Offer introductory packages or discounted rates for new private clients who book a series of sessions. 
    • Seasonal Campaigns: Leverage the time of year to run targeted campaigns, such as New Year’s resolution promotions or summer wellness packages, that offer private session discounts for new clients. This could create a sense of urgency and prompt inquiries during slow periods.

  • Increase Brand Visibility in Local Community:
    • Brand Assessment: Understand how our brand and offerings are received to first-time clients and determine if the branding aligns with the offerings and services.
    • Partnerships with Local Health & Wellness Providers: Collaborate with local gyms, physical therapists, chiropractors, or yoga studios to offer referral programs, where clients from those businesses are introduced to our private Pilates offerings as part of a holistic approach to wellness.
Project Synopsis: Expected Results
For this project to be considered a success, we are looking for tangible improvements in the following key areas:

Increase in Private Client Inquiries:
A measurable increase in new client inquiries for the private studio, ideally leading to a higher number of consultations and sign-ups for private sessions.

Higher Conversion Rate from Group Classes to Private Training
A defined percentage of group class clients converting into private clients, ideally leveraging targeted marketing efforts and instructor conversations.

Increased Group Class Revenue:
A reduction in reliance on third-party platforms (ClassPass/Gympass) through a stronger core membership base, and an increase in direct bookings for group classes.

Sustained Client Retention:
A measurable improvement in client retention in both group classes and private training, demonstrating that clients are both engaged and satisfied with their experiences.

Improved Cash Flow:
We are looking to generate enough additional revenue from both group and private studio improvements to cover operational costs, allowing us to reinvest in marketing, staff training, and long-term business growth.

Ultimately, success for us will be about creating a more sustainable, profitable business model that allows us to continue providing high-quality Pilates training, while ensuring that we have the financial means to reinvest in and grow the studio for long-term success.

Project Timeline

Lab Indigo - Lab Indigo: Revival Crop and Craft Work in Guatemala
Due Date
Activities
Deliverables
Status
Action
Tue, 01/20/26
12:00 AM UTC
Academic Calendar
We’ve linked the Academic Calendar for this semester (below) to help you stay on track. It includes key dates such as university holidays, class schedules, deadlines, and other important academic milestones.

Be sure to review it carefully so you’re aware of when your team meets, when assignments are due, and how your Capstone work fits into the broader semester. Staying organized starts here!

https://www.stevens.edu/office-of-the-registrar/academic-calendar
No Deliverables
No deliverables are required for this action item.
Guiding Questions:
We’ve linked the Academic Calendar for this semester (below) to help you stay on track. It includes key dates such as university holidays, class schedules, deadlines, and other important academic milestones.

Be sure to review it carefully so you’re aware of when your team meets, when assignments are due, and how your Capstone work fits into the broader semester. Staying organized starts here!

https://www.stevens.edu/office-of-the-registrar/academic-calendar
Fri, 04/10/26
11:59 PM EST (UTC-05:00)
Spring 2026 Midterm Student Evaluation
Required Evaluation
Evaluation submission is required.
View
Fri, 04/10/26
11:59 PM EST (UTC-05:00)
Spring 2026 Midterm Presentations
Required Action Item
The Midterm Presentation is a key milestone in your Capstone experience. It gives your team the opportunity to showcase your progress, clarify your project goals, and gather valuable feedback from your faculty advisor and School of Business staff. 

This is your chance to demonstrate your understanding of the challenge, the approach you’re taking, and any early insights you've uncovered. Clear communication and thoughtful analysis at this stage will help ensure a strong finish to your project in the second half of the semester.

Treat it as both a checkpoint and a strategic opportunity to refine your work moving forward!

Christina Alwell will coordinate with team leads in February to schedule the midterm presentations. These will take place in mid-March.

Team Leads: Please upload a copy of your team’s Midterm Presentation here. This submission helps us keep track of progress and ensure faculty and industry partners have access to your work.
Required Deliverable
Deliverable submission is required.
View Calendar
Guiding Questions:
The Midterm Presentation is a key milestone in your Capstone experience. It gives your team the opportunity to showcase your progress, clarify your project goals, and gather valuable feedback from your faculty advisor and School of Business staff. 

This is your chance to demonstrate your understanding of the challenge, the approach you’re taking, and any early insights you've uncovered. Clear communication and thoughtful analysis at this stage will help ensure a strong finish to your project in the second half of the semester.

Treat it as both a checkpoint and a strategic opportunity to refine your work moving forward!

Christina Alwell will coordinate with team leads in February to schedule the midterm presentations. These will take place in mid-March.

Team Leads: Please upload a copy of your team’s Midterm Presentation here. This submission helps us keep track of progress and ensure faculty and industry partners have access to your work.
Fri, 05/22/26
11:59 PM EST (UTC-05:00)
Spring 2026 Final Student Self Reflection
Required Evaluation
Evaluation submission is required.
View
Fri, 05/22/26
11:59 PM EST (UTC-05:00)
Spring 2026 Final Presentations
Required Action Item
The Final Presentation is the culmination of your semester-long work and a chance to demonstrate the impact of your project. This is where your team presents your findings, recommendations, and overall contributions to your industry sponsor and faculty advisor.

It’s not just about what you accomplished—it’s about how you approached the problem, collaborated as a team, and applied your skills to deliver meaningful outcomes. Think of it as your professional showcase: a polished, confident presentation that reflects your effort, growth, and real-world readiness.

Take pride in what you've built and finish strong!

Christina Alwell will coordinate with team leads in early April to schedule the final presentations. These will take place in early/mid May (last week of classes and/or final exam period).

Team Leads: Please upload a copy of your team’s Final Presentation here. This submission helps us keep track of progress and ensure faculty and industry partners have access to your work.
Required Deliverable
Deliverable submission is required.
View Calendar
Guiding Questions:
The Final Presentation is the culmination of your semester-long work and a chance to demonstrate the impact of your project. This is where your team presents your findings, recommendations, and overall contributions to your industry sponsor and faculty advisor.

It’s not just about what you accomplished—it’s about how you approached the problem, collaborated as a team, and applied your skills to deliver meaningful outcomes. Think of it as your professional showcase: a polished, confident presentation that reflects your effort, growth, and real-world readiness.

Take pride in what you've built and finish strong!

Christina Alwell will coordinate with team leads in early April to schedule the final presentations. These will take place in early/mid May (last week of classes and/or final exam period).

Team Leads: Please upload a copy of your team’s Final Presentation here. This submission helps us keep track of progress and ensure faculty and industry partners have access to your work.

Teams

Team Name  Project Name  Team Members 
No Teams Available