As the beauty and wellness industry’s premier summit, Innergize is more than an event on the calendar. It’s a feeling. It’s the moment when the Zenoti community pauses the day-to-day, looks up from operations, and asks bigger questions: What’s next for my business? How do I grow smarter? Who else is solving the same problems I am? Innergize has always been about energy – to think bigger, connect deeper, and leave with clarity. But as Zenoti has grown, we knew the event had to grow up too. To nail the direction for this growth, we focused on intention, experience, and impact.
Innergize 2025, held Sept. 14-16 in Seattle, Washington, went beyond a refresh. It was reimagined. What started as a user conference has evolved into Zenoti’s flagship brand moment: a place where customers, partners, and industry leaders attend sessions and shape conversations. From sharper storytelling to deeper partner collaboration and a renewed focus on brand-led growth, Innergize 2025 reflected where Zenoti is headed and who it’s building for.
A Q&A with Campaign Manager Tapsi Bansal
We sat down with Tapsi to explore how she led the transformation to bring the new vision for Innergize to life.
Tapsi: At some point, you stop asking ‘How do we promote an event?’ and instead reflect on ‘What do we want people to feel when they think of Innergize?’ For me, that shift changed everything. As a marketer, I like to blend strategy with empathy, and structure with creativity. Last year, I had the opportunity to own the end-to-end journey of Innergize 2025: defining the narrative, aligning cross-functional teams, and ensuring every touchpoint – from the first Save the Date to the on-site experience – felt intentional, elevated, and human.
Background
Tapsi, what was your role in bringing Innergize 2025 to life?
To bring clarity to complexity. To turn many ideas, teams, and ambitions into one cohesive journey. From shaping the campaign strategy to guiding how it came to life across channels and moments, I focused on making Innergize feel deliberate, relevant, and deeply aligned with Zenoti’s future.
What were the biggest goals you set for the 2025 campaign?
I wanted Innergize to feel less like an event you attend and more like the moment you truly understand the Zenoti world. The goal was to showcase how AI and innovation are driving growth for every stage of a business, from prospects discovering Zenoti’s ecosystem to customers unlocking more value through add-ons.
Above all, we set out to make Innergize the most impactful business event in the beauty, wellness, and fitness industry where growth feels possible, practical, and inspiring for everyone in the room.
Evolution and strategy
How did you approach evolving the campaign from 2024?
The previous year taught us a lot about what needed to change. In 2024, we had momentum, but it was fragmented. We had strong tactics without a single, unifying narrative. For 2025, the biggest shift was moving from activity-led marketing to brand- and outcome-led marketing. We simplified the story. We clarified why Innergize matters, who it’s for, and what makes it distinct in the industry. That clarity allowed us to build campaigns that were more cohesive, more confident, and easier for teams and partners to rally around.
What was the biggest creative or strategic risk you took this year?
The biggest risk was saying “no” more often. We intentionally narrowed our focus: fewer messages, fewer one-off ideas, and more repetition of what truly mattered. That can feel uncomfortable in marketing, but it paid off. The campaign became easier to recognize, easier to remember, and easier to amplify.
Strategically, we also leaned harder into brand-led growth, investing in storytelling, experience, and ecosystem activation even when the ROI wasn’t always immediate. That long-term mindset was a conscious choice.
Your Zenoti dream team (yes, they’re this fun in real life). Campaign manager Tapsi Bansal with Dawn Cassidy (VP, Marketing), MaryKelly Rich (Director, Marketing), and Allison Metcalfe (Chief Revenue Officer)
Execution and challenges
Walk us through the campaign timeline. When did planning start and what were the key milestones?
Innergize 2025 planning began almost as soon as Innergize 2024 wrapped. We took the learnings while they were fresh and started shaping what needed to evolve next. Early milestones were less about external launches and more about internal alignment: bringing Sales and Customer Success teams into the plan early, equipping them with the right marketing assets, and aligning on shared goals around registrations, sponsorships, and customer growth.
From there, the campaign rolled out in phases. Audience-led campaigns meant tailoring messaging based on whom we were speaking to, and partners looking to activate their presence in a meaningful way. Partner activation focused on enabling sponsors with clear playbooks, ready-to-use content, and defined moments to show up before and during the event.
As we got closer to the event, the focus shifted to storytelling, spotlighting real moments that made Innergize feel tangible. That included customer journeys, behind-the-scenes planning, speaker reveals, and on-site experiences.
Behind the scenes, strong operations powered everything. We leaned heavily on automation and tooling: HubSpot workflows for campaign execution, Power BI dashboards for real-time reporting, and advanced Excel models to track registrations, sponsorships, and performance across channels in one place. Having that single source of truth allowed us to move quickly, stay aligned, and make smarter decisions as the campaign evolved.
What surprised you most during the execution phase?
Honestly, how quickly alignment changed outcomes. Once teams clearly understood the why behind the campaign, execution became smoother. Sales conversations improved, partners leaned in more proactively, and I noticed internal stakeholders using the same language to talk about Innergize. That consistency was incredibly powerful.
What was the toughest challenge you faced, and how did you overcome it?
Balancing ambition with operational reality. Innergize touches so many teams, timelines, and priorities. The toughest part was keeping momentum without burning people out or overcomplicating execution. I focused on clear prioritization – what truly has impact versus what’s just “nice to have.” Thorough documentation, transparent communication, and staying close to data helped keep decisions grounded and moving forward.
Results and impact
What metrics or moments told you the campaign was resonating?
It was patterns across multiple metrics. We saw stronger engagement across channels, higher-quality conversations with prospects, and more organic amplification from partners and customers. Internally, teams began referencing Innergize as a growth lever rather than just an event. That mindset shift made a difference.
How did attendee engagement or registration compare to previous years?
Engagement quality improved significantly. Registrations were far more intentional. They were higher in volume and sharper in focus. We were deliberate about who we invited and why. That meant prioritizing our Top 100 customer accounts and high-fit prospects, leaning into local Seattle brands, and running targeted road-trip campaigns to bring in salon, spa, medspa, and fitness leaders from surrounding regions like Arizona, Montana, Idaho, and even parts of Canada.
Because the audience was thoughtfully curated, participation across sessions, networking, and on-site activations was stronger and more meaningful.
More importantly, Innergize became a platform for ongoing conversations. It launched relationships and growth discussions that continued well beyond the event, rather than peaking and fading once Innergize ended.
Lessons, and the way ahead
What advice would you give to other marketers running annual events?
Don’t think of your event as a deadline. Think of it as a relationship. The magic doesn’t come from doing more, but from caring more about how people feel when they interact with it.
Start early, listen closely, and let each year teach you something new. Most importantly, build with intention. When your event has a clear purpose, everything else, including the messaging, the momentum, and the results, begins to fall into place.
Finally, Tapsi, what are you most proud of about this campaign?
I’m most proud of how intentional it became. Innergize 2025 reflected strategic thinking, collaboration, and trust across teams. It’s a campaign that feels true to Zenoti’s growth, our customers, and our future. Being able to lead that evolution has been incredibly fulfilling.
What’s next
Innergize 2025 proved something important: When you bring the right people together with the right intention, real momentum follows. Ideas turn into action. Conversations turn into growth, and a community turns into a movement.
As Zenoti continues to evolve, so will Innergize, pushing boundaries, spotlighting innovation, and creating space for leaders to think bigger about what’s possible for their businesses and the industry at large.
If 2025 was about reimagining what Innergize could be, 2026 is about amplifying it even further. We’re excited to bring the community back to Seattle in September 2026, with more insight, more inspiration, and even more energy. If you believe in building smarter, growing stronger, and shaping the future together, we’ll see you there.
Gita Mani
