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Operating review · June 2026
The call is about momentum and control: cheap demand is working, bookings are the leak, and the next step is a booking and follow-up layer StretchWell owns, changes quickly, and can reuse across every studio.
Thornhill note: the June 4 workflow miss stayed inside the pilot. Visit 1 → 2 remains paused; if affected clients still need a cleanup message, we align on that in the June 5 call and move.
01 — Booking economics
Cost per booked-or-further result on Guest Getter spend since Apr 1.
Guest Getter booked-or-further rate versus the existing JL/Hapana lead-handling benchmark.
Guest Getter leads with a front-desk task versus the existing benchmark. This is the handoff friction to fix first.
JL media spend is not in this data, so the comparison is conversion and handling, not JL cost per booking.
02 — First piece staged
This is not just campaign creative. The first-session page is the first piece of StretchWell's owned growth layer: offer, qualification, tracking, booking intent, and handoff control.
50 minutes. One-on-one. A clearer first step for the right people.
03 — What changes now
Visit 1 to Visit 2 is still the right lever. It stays paused until any cleanup message, entry rule, and test send are green-lit; the bigger focus is making every qualified lead easier to book and impossible to lose in the handoff.
People are responding to the offer.
The front desk needs a visible next action.
Inbound intent needs a faster response.
The accelerator is the right lever; the entry rule gets rebuilt.
The numbers we are trying to move.
The first 30 days should prioritize conversion quality over more raw lead volume. Spend can be throttled while the handoff is cleaned up.
04 — Cost picture
JL media spend is not available in the HighLevel data. The benchmark we can use today is booked-or-further rate and front-desk task creation.
05 — By studio
| Studio | Spend | Leads | CPL | Booked+ | Cost / booked |
|---|---|---|---|---|---|
| Lawrence Park | $1,330.90 | 83 | $16.03 | 3 | $443.63 |
| Rosedale | $513.32 | 54 | $9.51 | 0 | — |
| Thornhill | $507.92 | 42 | $12.09 | 3 | $169.31 |
| Total | $2,352.14 | 179 | $13.14 | 6 | $392.02 |
Lead → booked, since April 1.
06 — Visit 1 to Visit 2
1,111 clients have one visit; 501 have two. This affects every first-timer, not just paid leads.
07 — Owned growth layer
Demand · keep running
StretchWell-owned layer
Existing systems · keep for now
08 — Why build it
Today too much of the growth system sits across rented tools, vendor handoffs, and small paid changes. When every small improvement needs another platform or another $150/hour change request, momentum gets expensive.
The plan is not to rip anything out today. Start with the parts StretchWell should own, keep them connected to Hapana and HighLevel while needed, and give the business a cleaner path to reduce software cost, vendor dependency, and handoff friction over time.
09 — Next 90 days
10 — Today
Operating control: start moving booking, follow-up, worklists, and reporting into a layer StretchWell owns instead of waiting on vendor handoffs for every small change.
Next 30 days: launch the first-session pages, tighten the front-desk worklist, beat the 4.9% benchmark, and move cost per booked result toward $300.
Thornhill housekeeping: if affected clients still need a cleanup message, approve it in the June 5 call. Visit 1 → 2 stays paused until entry rules and test sends are verified.
Notes & sources
Cost data: live Meta lead-campaign spend, Apr 1–Jun 5, 2026, excluding $192.23 of Lawrence Park awareness/video; all-in spend $2,544.37.
Booking data: live HighLevel pull, Jun 5, 2026. Cost per booked result is an estimate until Meta and HighLevel records are fully matched.
Guest Getter leads identified by the gg_lead tag and/or Guest Getter source. JL/Hapana comparison uses a stricter split (jl_lead, JL, or LeadJig, excluding gg_lead) and excludes JL media spend.
Funnel-leak figures from a HighLevel scan of the Lawrence Park sub-account; directional, all lead sources.
Visit 1 → 2 uses the best available HighLevel attendance field; next pass separates true first-time clients from repeat clients.
Handling-gap sample: all 151 recent Guest Getter contacts and 50 recent strict-JL contacts per location.
June 4 Thornhill workflow incident: Chris Waugh escalation thread and HighLevel conversation-impact pulls from June 4, 2026. Reply counts changed between pulls; the operating commitment is to close every visible reply before relaunch.
Sources: Meta Ads export, HighLevel / Core-Hapana API checks, the HighLevel setup review, Gmail threads with Chris Waugh, and StretchWell Growth call notes through May 21, 2026.