Beyond Peak Hours: Creating a Timetable That Maximises Revenue Throughout the Day

The classic studio scheduling approach focuses heavily on the reliable 6-7am and 6-7pm peak slots. While these hours are indeed valuable, truly optimised studios generate significant revenue throughout the entire day.

The Cost of the "Dead Zone"

Many studios operate at just 30-40% capacity during midday hours. With fixed overhead costs, these underutilised hours directly impact your bottom line. A studio with 10 reformers operating at 35% capacity between 10am-4pm is potentially leaving £3,000-5,000 in monthly revenue untapped.

Strategic Approaches to All-Day Profitability

Based on our work optimising timetables for studios across the UK, these strategies have proven most effective:

1. Targeted Demographic Programming

Different audiences are available at different times:

Mid-morning (9:30-11:30am): Retirees, freelancers, parents after school drop-off
Lunchtime (12-2pm): Nearby professionals, flexible workers
Early afternoon (2-4pm): University students, shift workers, early school pickup

Develop class types and pricing that specifically appeal to these demographics rather than using a one-size-fits-all approach.

2. Tiered Pricing Strategy

Implement dynamic pricing that:

Creates incentives for off-peak attendance
Offers better value for consistent off-peak users
Maintains premium rates for peak hours

3. Format Variation

Different class formats perform better at different times:

Express 45-minute classes during lunch hours
Specialised workshops during traditionally quieter periods
Progressive series classes (6-8 weeks) during reliable off-peak slots

4. Instructor Alignment

Match your strongest instructors with challenging time slots. While it might seem logical to put your best teachers in peak hours, their following can help establish new "peaks" in previously underperforming slots.

The most profitable studios are busy all day, not just during traditional peak hours. What strategies have you found effective for your off-peak times?