Consistent Growth Through Community Building
Seacoast Flote is a float therapy and recovery studio offering sensory deprivation therapy, massage, sauna, and holistic wellness services. While the experience consistently delivered meaningful results, growth relied heavily on education. Many first-time visitors enjoyed it, but floating had not yet become part of their regular routine.
Breakthrough partnered with Flote to increase adoption, normalize the experience locally, and drive consistent client growth by positioning the studio as a weekly wellness behavior rather than an occasional appointment.
Strategic Consulting
Photography and Videography
Influencer Marketing
Social Media Marketing
Public Relations
Paid Ads
The Challenge
Flote had strong client satisfaction and retention once someone experienced a float — but initial adoption was slower than desired.
• Floating was unfamiliar to much of the local audience
• New clients struggled to explain the experience to others
• Social content existed but did not create behavioral momentum
• Visits occurred occasionally instead of predictably
The service worked. The challenge was helping people understand when and why it belonged in their life.
The Approach
We identified early that once someone floated, they were highly likely to return.
The growth constraint wasn’t performance — it was familiarity.
People needed to see others experience it before feeling comfortable trying it themselves.
Instead of focusing solely on explaining the service, we focused on making floating socially understood within the community.
Consistent Storytelling Content
Developed recurring social content that explained when people float, how it fits into weekly routines, and what the experience feels like in clear, relatable language.
Influencer Experience Program
Hosted local athletes, creatives, and professionals for documented first visits. Their authentic reactions helped normalize the service faster than brand-led education alone.
Community Visibility
Highlighted real clients, testimonials, and repeat visitors to create recognition and familiarity within the local market.
Routine-Based Messaging
Shifted positioning from “try floating” to “add this to your week,” reinforcing habit formation instead of one-time visits.
The Impact
New visitors began arriving already comfortable with the concept and frequently referenced seeing others they knew participate.
Education time in-studio decreased as awareness increased.
Repeat visits became more consistent as floating shifted from novelty to routine.
The studio evolved from an unfamiliar wellness service into a recognized local ritual
Services Provided:
Social Strategy
Content Creation
Influencer Partnerships (Heavy focus on genuine, authentic partnerships)
Community Building
Brand Positioning
Key Takeaways
1. Familiarity drives adoption
Unfamiliar services require repeated exposure. As floating became more visible locally, hesitation decreased and first-visit conversions improved.
2. Community accelerates trust
Seeing peers participate reduced uncertainty faster than promotional messaging. Social proof became the primary driver of new client acquisition.
3. Retention begins before the first visit
By setting expectations and normalizing the experience through content, clients arrived prepared — increasing the likelihood of return visits.
4. Habits outperform promotions
Positioning the service as part of a weekly routine generated more consistent engagement than discount-based marketing efforts.
5. Growth follows behavior change
The most effective lever was not louder advertising — it was shifting perception from “interesting concept” to “part of my lifestyle.”
Client Testimonials
Catherine Markovsky
Owner and Operator
Breakthrough did a fantastic job managing Flōte’s social media presence and influencer partnerships. Their team was creative, responsive, and really understood how to communicate our brand’s voice and values. They brought consistency, fresh ideas, and a polished aesthetic to our content through photo and video work. I truly appreciate their partnership and would recommend them to any small business looking for a thoughtful and effective marketing team.
Jillian Way
Director Of Operations
