Turning cold audiences into buyers and high-ticket clients for Flow Shala

A movement educator with a high-ticket offer ecosystem -- and a sales system to match

Summer Huntington is the founder of Flow Shala and creator of Steel Mace Vinyasa -- an internationally recognized movement educator with a Master's in Kinesiology and 15+ published online courses. Her offer ecosystem spans $37-$97 digital products, mid-ticket certifications and retreats, and high-ticket coaching programs priced at $2,000-$6,000.

The sales campaign work focused on one job: converting cold and warm audiences into buyers at the low and mid-ticket level -- creating a pipeline of customers who would move up through order bumps, upsells, and eventually into high-ticket programs.

A $97 sale is not a $97 sale

In Summer's funnel, the entry-point purchase is a door -- not a destination. A customer who buys a $97 course is immediately presented with order bumps and upsells, enters an email nurture sequence, and becomes a warm retargeting audience for mid and high-ticket programs. The real value of a $97 buyer compounds over time.

Cold traffic into buyers. Warm buyers into high-ticket clients.

We ran two distinct types of sales campaigns -- cold traffic campaigns targeting new audiences with entry-level offers, and warm retargeting campaigns moving existing buyers up the funnel.

Before scaling cold traffic, internal flash sales validated each offer with Summer's existing list. This generated early revenue, built social proof, and confirmed the offer was converting before paid ad dollars were committed to cold audiences.

Cold campaigns used interest-based and lookalike audiences, with ad creative built around Summer's unique positioning -- Steel Mace Vinyasa, flow state science, and her track record as an internationally recognized educator. Warm campaigns retargeted buyers and email list segments with higher-ticket offers and masterclass invitations.

$8,200+ in tracked revenue. 2.37x ROAS. Buyers primed for high-ticket.

Across the tracked sales campaigns, $6,460 in ad spend generated $8,461 in tracked revenue -- a blended 1.31x ROAS on direct purchase attribution alone. The warm audience campaign in December 2024 hit 2.37x ROAS, with 23 checkout initiations on $2,242 in spend.

These numbers reflect only directly attributed purchases. They don't capture order bumps, upsell revenue, downstream email conversions, or high-ticket sales generated from the buyer audiences created by these campaigns.

Every buyer created by these campaigns entered Summer's email nurture system and became a warm retargeting audience -- making the value of each sale extend well beyond what the ROAS numbers show on their own.