About Catalina
Sales works best when the studio experience does.
11+ years inside the F45 ecosystem
Who I am
I'm Catalina del Castillo — an F45 aficionado for over 11 years, global community leader, marketing strategist, and wellness business consultant with deep experience inside the F45 ecosystem. I've worked across sales, operations, retention, community building, third-party affiliate conversion, member experience, marketing campaigns, trainer development, and studio growth strategy.
Most recently I supported F45 Marina del Rey across sales, operations, member engagement, and growth strategy. I understand the pressure F45 owners face balancing payroll, staffing, marketing, community, and sales goals — because I've been inside it.
What I believe about sales
Long-term memberships beat quick wins. Three and six-month sales build studios that last.
First impressions are everything. The lead-to-trial journey is where most studios bleed quietly.
Coaches are part of sales. The best conversion happens in class, not just on a call.
Community is the retention strategy. Members stay where they feel seen.
Data tells you where to look. Instinct tells you what to do next.
Third-party users are members in waiting. ClassPass and Wellhub are an opportunity, not a leak.
How I work with studios
01
Diagnose.
Either take the audit (if you're curious where you stand) or sign on for sales support (if you're ready to bring me in).
02
Discover.
We have a real conversation. I share what I see, you share the story behind the numbers, we agree on where to focus.
03
Deliver.
I build the systems and rhythms. Sales scripts, follow-up cadence, onboarding flow, retention systems — whatever your studio needs first.
Beyond the studio
My work extends beyond F45. I write, speak, and build community at the intersection of wellness, healing, and human connection. You can find more of that work at healignwithcat.com.
Visit healignwithcat.com →