Summary
CorePower Yoga believes in the transformative power of yoga—on and off the mat.
As the largest yoga studio brand in the United States, it offers intensely physical classes rooted in the mindfulness of yoga across more than 200 studios nationwide, along with livestream and on-demand options.
CorePower is committed to making yoga more accessible, but its original identity marketing program relied on a manual process—making it difficult to scale and operationalize personalized offers. With this challenge in mind, CorePower leveraged SheerID’s Audience Network in 2023 to launch exclusive offers for students, military, educators, first responders, and healthcare workers that quickly exceeded expectations.
After transforming its identity-based marketing through these programs, CorePower discovered SheerID’s age-based verification for young adults and seniors, inspiring it to create an innovative Young Adults program that quickly became a top-performing offer.
Challenge
Expanding access to yoga is at the heart of CorePower’s mission.
However, connecting with audiences who stood to thrive from CorePower’s discounted offerings was a time-consuming and frustratingly manual effort.
“We had an identity marketing program in place prior to partnering with SheerID, but our verification process was entirely manual – handled by instructors, studio managers, and our Customer Experience team,” explains Isabela Trapaga, Senior Strategy Manager at CorePower Yoga. “This created operational inefficiencies and limited our ability to extend discounts through digital channels. Partnering with SheerID aligned with our broader goal of making yoga more accessible.”
“Our partnership with SheerID has allowed us to build one of the most robust identity-based discount programs in the industry. We’ve activated every available verification group to expand access to yoga and have grown the program 47% YoY,” says Karolina Kielbowicz, VP of Brand Marketing at CorePower.
Having already built one of the most robust identity-based discount programs in the industry—CorePower’s SheerID CSM then pinpointed age-based verification for young adults and seniors as a potential area to unlock new growth for CorePower.
The CorePower team immediately recognized the potential to support CorePower’s inclusive vision and boost CLTV by attracting and retaining 18-to-24-year-olds, a demographic where an estimated 62% are not enrolled in postsecondary programs.
“We realized we needed to look beyond viewing our youth solely as students, so we can truly support them as they navigate this life stage. Young Adults opened a new category for customer acquisition and challenged us to rethink how we view and talk to this generation of consumers; it’s been a huge unlock for us,” says Karolina.
“We had an identity marketing program in place prior to partnering with SheerID, but our verification process was entirely manual – handled by instructors, studio managers, and our Customer Experience team. This created operational inefficiencies and limited our ability to extend discounts through digital channels. Partnering with SheerID aligned with our broader goal of making yoga more accessible.”
Solution
CorePower partnered with SheerID to create an exclusive offer for the Young Adults audience—20% off All Access Memberships and Class Packs—leveraging SheerID’s Audience Network. Young Adults seeking a discount complete a simple form, are instantly verified, and then can redeem their offer.
With an estimated 81% of Gen Z spending at least an hour daily on social platforms, CorePower strategically launched its Young Adults offer on social media with an educational feed post—followed by ongoing pulses of short-form reels designed to resonate with younger audiences.
CorePower also recognized an opportunity in its unverified user segment—those who had previously attempted to qualify for student or other audiences but weren’t eligible for the offer. A strategic email campaign testing this group against general subscribers revealed remarkable results: the unverified segment achieved a 25% click rate, significantly outperforming the general segment.
Since launching the Young Adults segment, we’ve seen significant growth in Gen Z engagement – it’s now our third-largest verified group, following students and medical professionals.
Results
The Young Adults audience was transformative for CorePower, quickly becoming one of its top audiences within a year of launch.
CorePower’s Young Adults segment also ranks as its top-performing audience on social media. The “I Won’t Gatekeep” TikTok became its top-performing audience-focused reel to date with over 3.4K engagements and nearly 1000 shares.
While the Young Adults program is a standout success, CorePower’s broader audiences continue to drive significant engagement, thanks in part to its focus on personalization.
By timing seasonal campaigns on social media and in newsletters around life’s most challenging moments—from holiday stress to college finals and back to school—CorePower ensures its content meets people exactly where they are, creating deeper individual impact and stronger community ties.
“Personalization can be a buzzword, but it’s critically important to our continued growth,” says Karolina. “Delivering tailored offers that speak to each community group in a way that reflects their individual experiences and needs will always be a major focus of our strategy.”
The 47% year-over-year growth of CorePower’s SheerID program is driven by its strong focus on personalization and targeted channel tactics. This growth reflects more than just business success—it embodies the brand’s mission by ensuring its expanding reach genuinely serves those who can benefit most.
Delivering tailored offers that speak to each community group in a way that reflects their individual experiences, needs and wellness journeys will always be a major focus of our strategy.