Initially, they were marketing all of their programs to everyone. I redesigned their offering to separate beginners from any other program, and to funnel them exclusinvely to a 10-week initial program. This simplified operations, and allowed for upsells at the end of 10 weeks. I focused all private lessons to intermediate and advanced players, and rebranded them from ‘lessons’ to ‘coaching’. This removed the beginner feel of the word ‘lesson’ and created an vibe of exclusivity.