How Craft Pilates opened a second NYC studio on Arketa

The vision: a neighborhood studio built on intention

Craft Pilates was never meant to feel like just another fitness studio. For owner Maayan, the goal was clear from day one: create a space that felt approachable, welcoming, and rooted in community.

"Think of Craft as your neighborhood Pilates studio where you come in, see familiar faces, and feel supported to try something new or progress your practice."

Today, Craft Pilates operates two thriving locations in New York City. But behind the calm, polished experience is a highly intentional operational foundation shaped by Maayan's background in tech.

Having spent years leading operations at a large tech company, Maayan understood that the platform she chose mattered just as much as the in-studio experience. That belief shaped one of her most critical early decisions: choosing Arketa as her business platform..

The challenge: first impressions start with booking

Coming from the tech industry, Maayan had high standards for software. She said, "I understand how important it is to have good software. It needs to be intuitive, easy to follow, reliable."

She had also experienced the client side. She'd used booking systems that felt clunky and confusing, and she knew how quickly that could turn someone away.

"If you experience confusion when trying to book a class, you're not going to come back."

As a first-time studio owner, Maayan faced countless decisions: pricing structures, class packages, memberships, scheduling. The learning curve was steep, and she needed a platform that could simplify operations without sacrificing a polished client experience.

"As a new studio owner, there are a lot of things you don't know."

The challenge wasn't just finding software. It was finding a partner that could handle the complexity of running a studio while delivering an effortless experience on both sides.

The solution: Arketa as the operational foundation

Arketa became the system that brought everything together. From the beginning, it allowed Maayan to build the experience she envisioned without adding unnecessary complexity to her operations.

"As a studio owner, what I'm looking for in my software is to simplify my operations so I can focus on what really matters: the client experience."

A client experience that actually works

On the client side, the impact was immediate. Booking a class felt simple and intuitive, without extra steps or confusion. Clients could navigate the system naturally, which made it easy for them to return.

"It's really seamless and reliable... it's easy to book a class."

The booking flow integrated smoothly with Craft's carefully designed website, maintaining brand consistency across every touchpoint.

"It felt like a very seamless experience. People still feel like they're in our Craft ecosystem."

Expert guidance when it mattered most

Behind the scenes, Arketa supported Maayan in ways that went beyond just software. During onboarding, she worked with a team that understood the realities of running a studio and could guide her through decisions she'd never made before.

"[The Arketa team] all have studio experience... so learning from them and letting them guide me through the process was very beneficial because they've been doing this for so long."

That guidance helped her move faster and with more confidence. Instead of guessing her way through setup, she had experts who had seen it all before.

Automation that actually saves time

Once Craft was up and running, automation became critical to daily operations. Client communication, waitlist management, and package expiration reminders all happened automatically in the background.

"Clients receive an email when their pack is expiring... I don't need to think about it. We don't need to send an email when a waitlist spot opens up. The system can do it automatically."

Even internal coordination became simpler. Features like instructor sub requests eliminated last-minute back-and-forth.

"Arketa has done a beautiful job with the sub request feature… That to me is magic because I don't need to be involved and text or email people the night before."

For Maayan, this meant fewer manual tasks pulling her away from what mattered. "A lot of the things that could potentially create headaches for a business owner, we offload, we don't need to do it, we don't even think about it."

That shift gave Maayan something more valuable than efficiency, it gave her time to focus on the in-studio experience, support her instructors, and strengthen the community that defines Craft.

The results: a foundation that scaled

Established from day one

With the right systems in place, Craft Pilates launched with a level of polish that made it feel professional from the start.

"Arketa really made us look established from day one."

Clients experienced a smooth, reliable booking process from their first interaction, which built trust and encouraged repeat visits. That consistency played a direct role in retention and growth.

Scaling Without the Stress

When it came time to open a second location, Maayan expected operational headaches. Instead, the process felt surprisingly straightforward.

"The easiest part was the Arketa part... we already had everything set up."

Rather than rebuilding from scratch, she built on a foundation that already worked. The transition required only minor adjustments, and the second studio launched without unnecessary friction.

That experience completely changed how Maayan thought about growth. "With Arketa, I don't feel like growth is a scary thing. It's like bring it on!"

The foundation for long-term success

Looking back, Maayan sees Arketa as fundamental to any studio's success — not the only factor, but one that can't be overlooked.

"Having a good business platform is critical... it doesn't guarantee success, but if you don't have a good one, you're probably not going to make it."

For Craft Pilates, the right system made it possible to deliver a consistent, high-quality experience at every stage of growth. It created the space for the business to evolve while staying focused on what matters most: the people walking through the door.

Ready to build your studio on a foundation that scales?

Maayan now has two locations, and the platform she chose on day one is still the one running both.

If you're opening your first studio, growing to a second location, or looking for a platform that handles the complexity so you don't have to, Arketa was built for exactly that.

Book a demo to see it in action →