Episode 110: Opened a Fitness Studio Mid-Pandemic. Now She Runs a Wellness Empire

On this episode of Marketing Moves, Ashtyn Morris sits down with Giovanna Knudsen, founder of Rogue Awakening and creator of Altitude Social House, to unpack how she turned a mid-pandemic studio launch into a thriving, community-driven wellness ecosystem. What started as a leap of faith has grown into a 15,000 square foot hub housing multiple businesses, all rooted in one core belief: fitness should adapt to people, not the other way around. From multimodality and member retention to TikTok growth and referral-driven marketing, this conversation is a masterclass in building a brand people do not just join, but genuinely belong to.

Giovanna Knudsen did not follow a traditional path into fitness, and she certainly did not wait for the “perfect” moment to start. After initially pursuing a career in veterinary medicine, she realized she could not picture herself doing it long term. The one thing she kept coming back to was fitness. It was where she felt energized, where she connected with people, and where she saw the most impact. That clarity led her to fully commit, stacking certifications, gaining experience across different studios, and eventually deciding to build something of her own.

That decision came to life in early 2020, when she signed a lease for her first studio. Just weeks later, the world shut down. Instead of backing out, she moved forward, opening Rogue Awakening in June of that year. It was not ideal timing, but in hindsight, it forced her to think differently from the start. She was not just opening a fitness studio. She was building something more intentional, more flexible, and more aligned with how people actually live.

From the beginning, Giovanna recognized a pattern in her own behavior and in the people around her. No one wanted to do the same workout forever. People bounced between studios, experimented with different formats, and often dropped memberships when things felt repetitive. Instead of fighting that behavior, she built her entire model around it.

Rogue Awakening became a multimodality studio, blending yoga, strength training, recovery, and reformer Pilates into one cohesive experience. Members are not locked into a single type of workout. They can choose what their body needs that day, whether that is intensity, recovery, or something in between.

That flexibility is not just a better user experience, it is a smarter business model. It keeps people engaged longer, reduces burnout, and creates a sense of ownership over their fitness journey. Instead of forcing consistency through obligation, it creates consistency through alignment.

As Rogue Awakening grew, so did Giovanna’s vision. What started as a single studio expanded into something much bigger with the creation of Altitude Social House, a 15,000 square foot wellness hub designed to bring multiple services under one roof.

The space now houses 12 women-owned businesses, offering everything from recovery services and aesthetics to massage therapy and co-working. Each business operates independently, but they are all connected through shared values and a collaborative ecosystem. Members might come in for a workout, then get a facial, book a recovery session, or spend time in the café.

The result is a destination, not just a stop. It is a place where people can spend hours, not minutes, and where every touchpoint reinforces the brand experience.

While the offerings are impressive, the real driver behind Rogue Awakening’s growth is the community. Giovanna and her team are deeply intentional about creating an environment where people feel welcomed immediately. New members are guided, introduced to others, and supported from their very first visit.

That level of care turns casual attendees into loyal members, and loyal members into advocates. Over time, those relationships extend far beyond the studio. Members become friends, attend events together, and in some cases, build lasting connections that carry into their personal lives.

In an era where digital fitness is more accessible than ever, Giovanna believes that in-person experiences win when they prioritize human connection. People are not just looking for workouts. They are looking for belonging.

Rogue Awakening’s marketing strategy reflects that same philosophy. Instead of relying heavily on paid media, the brand focuses on creating experiences worth talking about. The goal is not just to satisfy members, but to surprise them, to make them feel seen, and to give them something they naturally want to share.

That mindset shows up everywhere, from personalized onboarding to thoughtful communication and small details that elevate the in-studio experience. Members know what to expect, feel prepared when they arrive, and leave feeling like they were part of something special.

On the digital side, the team leans into organic social, especially TikTok, along with educational content that helps people understand what is happening in their bodies. Member spotlights, relatable content, and behind-the-scenes moments make the brand feel approachable and real. Paid efforts and SEO are used strategically, often tied to specific events or initiatives rather than as a constant investment.

One of the most effective parts of the business is how it approaches retention. Giovanna has built systems that remove pressure and replace it with flexibility. Membership credits do not expire, allowing people to engage on their own terms without feeling like they are wasting money.

At the same time, referral programs are built directly into the experience. Members receive buddy passes and incentives for bringing friends, creating a natural loop of acquisition driven by trust rather than advertising.

But the real reason it works is simple. People enjoy being there. When the product is strong enough, marketing becomes an extension of the experience, not a separate function.

As the business continues to grow, Giovanna is focused on strengthening what she has already built. The priority is deepening the local community, refining the Altitude Social House experience, and continuing to make the space feel intentional and cohesive.

Long term, Rogue Awakening has the potential to expand into additional locations, with systems already in place to support that growth. But expansion will only happen if it does not compromise the experience that made the brand successful in the first place.

For now, the focus is clear. Build something meaningful, stay close to the community, and let growth follow naturally.

Giovanna Knudsen’s story is not just about opening a fitness studio during a pandemic. It is about building a business that reflects how people actually want to live. By prioritizing flexibility, education, and community, she created an experience that people do not just use, but genuinely connect with.

For marketers and business owners, the takeaway is straightforward. Growth does not come from chasing every trend or channel. It comes from creating something so valuable that people choose to come back, and bring others with them.