Lana Surnina - On Tap Digital

11/11/2025

Most ads fail before they even begin.

Why?

Because the headline sucks.

On Facebook, the first thing people see after the image…
is the headline.

And that one line?
It decides whether they read or keep scrolling.

Here’s what a great headline actually does:

Stops the scroll

Sparks curiosity

Promises a benefit

Feels instantly relevant

It’s not fluff.
It’s the fuse that lights the rest of the ad.

✅ And this is just one of many tactics covered in the full video.

Inside, you’ll learn how to:

- Build offers that fill classes without discounting your value

- Use trials, bundles, scarcity, and bonuses to drive action

- Build a lead-gen machine using retargeting and smart positioning

- Research winning offers using real tools like Meta Ad Library, Groupon, and AdSpy

Whether you run a fitness studio, yoga space, or a gym franchise—this is the ad framework you’ve been missing.

👇 Full video link is in the comments.

07/11/2025

“What if the sky isn’t the limit?”

That line from Krista stopped me in my tracks.

Because when you think about it, what if the real limits are the ones we’ve built ourselves?

In this clip, Krista shares how She Rises was born, a movement to amplify women’s stories, to show that behind every success is a journey of self-discovery, and that true growth starts when we meet every part of ourselves, even the ones we hide.

🎥 Full conversation with Krista in the comments.

03/11/2025

In my conversation with Jon Keating, one point really stood out — the idea that for too long, the leisure industry has operated on a “build it and they will come” mindset.

But that model doesn’t work anymore.

As Jon shared, the real progress happens when we listen to what communities actually need, use data and insight to guide decisions, and build programs that respond to people, not assumptions.

And this isn’t just true for public leisure. Whether you’re running a studio, gym, or any business that serves people, your success depends on understanding your audience — their challenges, motivations, and what truly moves them to take action.

🎥 Clip from my conversation with Jon Keating, where we discussed how GM Active is rethinking the traditional model and designing services led by insight and community voice.

Full interview is live on YouTube (link in comments).

30/10/2025

30/10/2025

So many people in my audience are yoga or fitness professionals passionate about what they do but sometimes unsure how to turn that passion into something sustainable.

That’s exactly where Krista’s work comes in.

She started by mentoring yoga teachers who had completed their 200-hour training but never took the leap to actually teach. Many struggled with confidence, clarity, or how to make it work as a career.

Through her coaching, Krista helps bridge that gap, guiding teachers and studio owners to step into their purpose, share their gifts, and build a life and business that truly align with who they are.

🎥 Clip from my conversation with Krista, where we talked about confidence, purpose, and creating a meaningful path in the wellness space.

Full interview is live on YouTube (link in comments).

27/10/2025

When people talk about the challenges of the past few years, most think of COVID.

But as Jon Keating shared, the real test for many leisure facilities came after, during the energy crisis.

With almost 100 facilities and countless swimming pools, some saw their energy bills rise to over a million pounds a year. How do you make that sustainable?

In smaller proportions, every business faces the same reality. You need to be prepared for fixed costs and unexpected crises that can shake your operations overnight. That means having strong systems in place: investing in marketing so people actually see your business, building consistent traffic, focusing on retention, and constantly revisiting your pricing strategy to stay competitive and profitable.

🎥 Clip from my conversation with Jon Keating, where we discussed how GM Active is addressing long-term environmental and financial sustainability, and what “future-proofing” really means for community facilities.

Full interview is on YouTube (link in comments).

23/10/2025

I find it fascinating how often yoga studio owners commit to long-term leases, sometimes seven years or more, and then say they don’t have a budget for marketing.

From a business perspective, that doesn’t make sense.

If rent is one of your biggest expenses, marketing should be right there beside it. It’s what keeps people walking through your doors and your business sustainable.

🎥 Clip from my conversation with Krista, where we talked about the realities of running a studio and what it really takes to grow in the wellness space.

Full interview is on YouTube (link in comments).

20/10/2025

In our chat, Jon touched on something that really stuck with me:

We can get people moving, but if they’re not also eating well, sleeping well, and staying hydrated, then we’re only part of the solution.

Physical activity is vital, but it’s not the whole story. It takes a full system working together to make real, lasting change.

🎥 Clip from my conversation with Jon Keating, Head of Business Operations at GM Active, where we explored how collaboration and community are driving a new approach to public health.

Full interview is live on YouTube (link in comments).

17/10/2025

“You cannot survive on drop-ins alone.”

That one line from Krista says it all.

Behind every successful studio is a clear strategy, not just passion. Having consistent revenue, not relying on one-offs, is what keeps the doors open and the mission moving forward.

🎥 Clip from my conversation with Krista, where we explored the realities of running a purpose-driven studio, balancing community with sustainability, and redefining success in the wellness space.

Full interview is live on YouTube (link in comments).

14/10/2025

Had a conversation with Jon Keating a few days ago and I’ve been super excited to share it with you.

Jon is Head of Business Operations at GM Active, a collaboration of leisure trusts across Greater Manchester.
What they’re doing? Genuinely inspiring.

We talked about:
→ How public leisure can prevent long-term health conditions
→ Why collaboration across the region is so powerful
→ Biggest challenge they faced
→ What “We Move as One” really means in action

This isn’t just about gyms or facilities, it’s about community impact at scale.

The full interview is live on YouTube (link in comments), but we’ll also be dropping weekly clips, so keep an eye out

Huge thanks to you, Jon! It was a pleasure learning about the work you and the GM Active team are doing 🙌

13/10/2025

You don’t need to be a marketing wizard to grow your biz.

You just need someone who already is.

We do it all for you. Risk-free.

DM me to find out how it works.