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Whether you’re thinking about selling soon or just curious what your options are for the future, you’re in the right place.
I’m thrilled to be joined by two incredible friends from Boutique Fitness Broker, experts who specialize in helping fitness studio owners navigate the selling process:
Mitch McGinley, Founder and President of Boutique Fitness Broker and all around great guy. Mitch brings years of experience in hospitality, and boutique studio ownership. He’s been in your shoes—he bought and sold his own yoga studio and now helps others prepare their businesses for sale.
Kristin Abel, Vice President at Boutique Fitness Broker, a CPA, former studio owner, and self-proclaimed math nerd. Kristin has spent years coaching boutique fitness owners on creating systems for success and is passionate about helping studios thrive.
In this episode, we’ll talk about what makes a studio attractive to buyers, the marketing strategies that can boost your studio’s value, and the biggest mistakes to avoid when preparing to sell. If you’ve ever wondered how to position your studio for a future sale, this conversation is for you.
Connect with Boutique Fitness Broker: https://boutiquefitnessbroker.com/
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Retreats are more than just a fun getaway—they’re an opportunity to deepen your community connections, create unforgettable experiences, and give your revenue a significant boost. But making them profitable and filling those spots? That’s where things get tricky.
To help us unpack it all, I’m thrilled to welcome back a very special guest: Jennifer Pahl!
Jen is a Certified mindbody Business Consultant, yoga studio owner, and retreat expert with over a decade of experience in boutique fitness. Since opening Twist Yoga in 2013, Jen has hosted retreats in stunning destinations and knows firsthand what works (and what doesn’t) when it comes to running and marketing these transformative experiences.
In this episode, we cover:
Jen’s journey with retreats, including where she’s taken her groups and her approach to planning. The truth about retreat profitability—can they really be a significant revenue driver? Proven marketing strategies for retreats, including how to craft messaging that resonates with your audience. Insights into what retreat-goers are looking for these days, like self-care, connection, and adventure. Practical tips for studio owners dreaming of running retreats or wanting to maximize the ones they already offer.Whether you’re new to the idea of retreats or you’ve already hosted a few, this conversation is packed with actionable advice and insider knowledge to help you make your next retreat a success.
Connect with Jen:
https://www.jcpahlconsulting.com
Retreats hosted by Twist Yoga: https://www.twist-yoga.com/retreats
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Are you wondering how to create a fitness brand design that visually brings out your business's best, most authentic side? Meet Olivia August, brand designer for team Pixality and designer at Bold August Design Studio.
A little bit about Olivia:
Olivia has been my branding go-to for over five years now. She designed the branding for my business, Pixality Design, and many of Pixality’s clients. Not only do I admire the creativity and quality of Olivia’s designs, but one of the things I appreciate most about working with her is her approach to branding beyond just a logo.
She helps business owners create and implement true visual brand systems that are practical for ongoing marketing needs.Here’s a quick rundown of what we covered:
What is branding and brand identity?
What makes a good logo for a fitness studio? And what should you avoid?
Besides a logo, what other elements does Olivia think are essential to having a practical brand set that helps a studio look cohesive across various platforms?
Once a studio owner invests in branding, it has logo variations, colors, fonts, and maybe some patterns, icons, or textures. What’s next?
How often should someone reassess their visual brand, and how do you know what it needs to stay current?
Links:
Add on Branding to any Pixality Web Design Project. Learn more: https://pixalitydesign.com/web-design
Olivia's website: https://boldaugust.com/
Bold August Design on Instagram: https://www.instagram.com/bold.august.design
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What’s one topic every business owner knows they should focus on but often finds overwhelming? The concept of financial wellness for fitness studios.
For this episode, we have the perfect guest to guide us through it: Nina Israel, founder of Taryn Financial.
A little bit about Nina:
With over 25 years of experience, Nina takes a holistic approach to financial well-being for boutique fitness studio owners. She’s seen everything from bags full of crumpled receipts to clients who feel completely lost on where their money’s going – and she’s here to tell us it’s never as bad as you think.
Nina’s superpower isn’t just helping her clients organize and manage their cash flow – it’s giving them the confidence and clarity to understand what their numbers mean. She’s saved her clients thousands of dollars and countless hours of stress, making finances feel approachable and empowering.
Nina has helped me feel smart about the finances of my own business, and I can confidently say she’s the real deal. So, if you’re ready to turn your financial fears into financial resiliency, stay tuned! You’ll leave today’s episode with actionable tips and a new perspective on your business’s financial health.
Here’s a quick rundown of what we covered:
What Nina does at Taryn Financial and how she came to focus on the boutique fitness industry.
What advice does Taryn have for listeners who feel they don’t have a good handle on their business's financial health?
How do they start to get control of things?
How can they begin to feel confident with their studio finances?
In terms of marketing budgets, what range is considered “healthy?”
Percentage of gross revenue?
What do these marketing expenses typically include?
Where are studios spending money when it comes to marketing?
A primary goal for many clients who are in a period of focusing on marketing is growth. How does Nina approach growth goals from a financial perspective?
What software features does Nina find as critical (or at least really helpful) for supporting financial wellness?
Connect with Nina:
https://tarynfinancial.com/home
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Sales and marketing go hand in hand, and last season, on episode seven (Sales Process Industry Secrets), we talked to Chris Appiah and Stephanie Breaux Bradley from The Sales Arms. It was a great episode, all about sales and new clients. During that episode, we were a little short on time and didn’t get to talk much about retention marketing tools but then AI hit us all hard this year, sneaking into every tool we use, so I wanted to have them back on for another conversation.
A little bit about Chris:
Chris has worked with companies like 24hr Fitness, Peloton, and Xponential Fitness. Now, he’s the Founder and CEO of The Sales Arms (TSA), an outsourced sales and marketing team for fitness studios.
A little bit about Stephanie:
Steph is a former barre studio owner, independent fitness business consultant, and TSA Vice President of Business Development.
Here’s a quick rundown of what we covered:
Chris and Stephanie’s 3 T's of good sales and what’s new in tech tools to help your sales process.
What are the most important things to consider when evaluating a new tech tool supporting your sales system?
How are Chris and Stephanie balancing AI/automated outreach and real people outreach?
Lead generation and intro offer sales are much sexier and get most of the attention when people think of a sales strategy (or marketing, for that matter), but bringing a sales plan into your retention goals is probably equally or more important. What do studio owners need to know about sales when retaining clients?
What are their tips for studios to maximize Black Friday/Small Business Saturday and the January gym rush? What systems can they start implementing now? What offers work well?
Resources & Links Mentioned:
Sales Process Industry Secrets (Season 1, Episode 7) The Sales Arms Website -
Photos are crucial for how you present your studio online. On your website, in your Google business profile, on social media…they give prospects researching fitness options that all-important first impression. With every web design project I do, photo selection is one of the hottest topics, and websites always turn out better when there’s a great studio photo shoot.
For today’s episode, I’m excited to welcome Monika Normand to the show.
A little bit about Monika:Monika Normand is a Dallas-based creative director and brand photographer specializing in vibrant, authentic content for personal brands, commercial brands, and hospitality-based businesses.
I worked with Monika on MY last personal photo shoot in Dallas a few years ago while in town for the Cryotherapy Convention. All the recent photos of me you see online came from her camera. I was impressed with the quality of the photos I got, how organized she was, and the prep work that ensured I got everything I needed from the shoot.
Here’s a quick rundown of what we covered:
What exactly Monika does and the types of businesses she’s worked with.
What does the creative direction look like when someone works with Monika, and how does she help business owners arrive at the overall vibe they want for their photo shoot?
Video shoots and backgrounds are becoming more common. What does Monika look for when creating good website video backgrounds?
What prep work does Monika recommend business owners do before the photo shoot?
What do fitness studio owners need to know about how to find a good photographer near them?
How can people learn more about Monika and her work?
Connect with Monika:
https://monikanormandphoto.com/
https://www.instagram.com/monika_normand_creative/
Other Resources mentioned in this episode:
Pixality Design Website Photo Guide
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Welcome back, studio owners. If you’ve ever considered adding an instructor training program to your studio’s offerings, this episode is for you. Today, we’re talking with Suzy Levi of Defining You Business Consulting.
A little bit about Suzi:
Suzy is a Pilates and fitness trainer, Teacher Trainer, workshop presenter, and Business Consultant for Pilates, fitness, and wellness businesses. She’s spent 30 years working in the wellness space, both in a big corporate setting and owning and running her own boutique studio in St Paul, Minnesota.
Here’s a quick rundown of what we covered:
Suzy’s studio experience and her journey towards adding a teacher training program.
Why does Suzy like this approach over other revenue streams? (ie. Retail, expanding services, retreats, corporate wellness programs?)
When is a good time for a studio to add an instructor training program?
Should they be open for a certain amount of time?
What’s the experience level needed to pull something like this off?
How hard is it to fill a teacher training program?
What are some of the best ways Suzy has found to do that?
Open House Q&As are a common promotion before teacher training. Has Suzy found these to be effective?
Do smaller workshops throughout the year build to the big enrollments?
How has having the ‘school’ element influenced Suzy’s studio’s brand?
What about client retention?
Other tips for marketing a successful teacher training program.
Why testimonials matter.
Why you shouldn’t rely solely on digital marketing.
If someone is listening and thinking that adding a training program would be a great next step for their studio, how should they start?
What are the things they need to get the ball rolling?
Connect with Suzy
https://www.suzylevi.com/
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If you’re running paid ads for your studio or considering doing so, you’ll like this episode.
My guest today is Dave Pancham, founder and CEO of Go Pancham, a digital marketing agency specializing in the fitness industry. His company has become known for its innovative approach to lead generation, personalized client service, and a relentless focus on long-term success.
A little bit about Go Pancham:Go Pancham was created to be a trendsetter in reliable, results-driven marketing for health and fitness franchises. Whether you’re looking to increase memberships, grow your brand awareness, or drive more sales, they’ve made it their mission to expand your belief of what’s possible and deliver unmatched results.
Here’s a quick rundown of what we covered:
What does Dave do at Go Pancham, and how did he find himself in the fitness niche?
How are paid ads working these days for boutique fitness studios?
Are they worth it? Is the ROI really there?
How is the marketing landscape changing?
What do studio owners need to know to keep up with what consumers connect with?
What type of ad creative is performing the best in 2024?
A studio can run ads on many platforms (Facebook, Instagram, Google, YouTube, TikTok). Does Dave have a favorite right now?
How do you decide which platform to use if a studio has a limited budget?
Connect with Dave
https://www.gopancham.com/
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We’re back with another episode of the boutique fitness marketing podcast!
My guest today is Meghan Kinsey, who I met at the BFS Summit in NYC last year while she was attempting to walk across Manhattan in some fabulous, very tall heels. She’s one of those people you immediately like and want to hear more from, so I’m excited to welcome her to the show.
A little bit about Meghan:
Meghan Kinsey is the founder, owner, and health coach of Motivate.® Movement in Amesbury and Rowley, MA (and soon in North Hampton, NH) and globally on Zoom.
At 50+ years old, her extensive background as a classroom teacher, sales rep, community organizer, city councillor, childbirth educator, barre instructor, health coach, and studio owner has coalesced into her role of Joy Coach.
Here’s a quick rundown of what we covered:
Meghan’s backstory, including why she does what she does and how she got to where she is as a studio owner.
How have Motivate’s services expanded, and how did those additional revenue streams come about?
What is the entry offer?
What’s the top of the marketing funnel for her services?
Do people come for the fitness classes and then participate in other things?
Do health coaching, retreats, and more bring people in?
How do you market health coaching and retreats?
How does Motivate retain clients?
Why is Meghan opening another location?
What are the things she looks for when considering a new location?
What, if anything, is she doing differently this time since she’s already done this once before?
What promotions or specials does she offer for a new studio’s grand opening?
Do they do founders' membership rates?
How does Meghan plan to launch the brand in a new community?
Motivate Movement recently rebranded (previously Motivate Barre); what were the challenges with that?
Looking back, is she glad she made the switch?
Connect with Meghan:
https://motivate-movement.com/
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Welcome back, studio owners! You’re listening to the Boutique Fitness Marketing Podcast, where we dive into all the things that can help you market and grow a profitable studio business.
Today's guest is my friend Seran Glanfield, CEO and Founder of Spring Three Studio Business Consulting. She’s also the host of the award-winning Pilates Business Podcast, which is a great listen. She’s a leading business coach and consultant to boutique fitness studio owners worldwide.
In this episode, we discuss some common marketing mistakes we make and how to avoid them.
A little bit about Seran:
With over a decade of hands-on experience, Seran has masterminded the growth and development of hundreds of studios, becoming the go-to expert for those looking to scale their studios, transforming them into sustainably profitable, streamlined studios.
She’s a graduate of the prestigious London School of Economics and is also a MINDBODY certified business consultant, Walla Business Consultant and both Power Pilates and Romana’s Pilates trained Certified Pilates Teacher.
Seran’s expertise encompasses all facets of business management, including marketing, retention, sales, team management, pricing, and strategic growth.
Here’s a quick rundown of what we covered:
Seran’s background in the boutique fitness industry and what drew her towards marketing for studios.
The most common mistakes studio owners make in marketing.
How can studio owners shift their marketing to communicate better what makes them unique?
What branding and messaging really mean for a boutique fitness studio.
What to do now if you’re making one of these mistakes.
Connect with Seran:
www.springthree.com
FREE DOWNLOAD: 30 REELS CAPTIONS
FOR YOUR FITNESS BUSINESS
Includes a step-by-step guide to creating reels that get your studio the visibility & brand awareness that leads to real growth!
https://www.springthree.com/masteringreels -
Welcome back to another episode of the Boutique Fitness Marketing podcast!
I’m so excited for this episode because if you know today’s guest, you know it will be packed full of good ideas.
Today, we’re discussing offline marketing ideas—marketing that doesn’t involve Facebook, Google, or any social media.
Our guest is Niki Riga, Owner of Limitless Studio.
A little bit about Niki:
Niki has been a client, a studio owner, and a coach in boutique fitness for over a decade. She became a coach because she was regularly asked, “How did you do that!?” by other studio owners who were drowning in the day-to-day of business ownership without support. She loves showing studio owners how they, too, can achieve their long-term entrepreneurial goals; they just need some guidance and a well-strategized to-do list.
Here’s a quick rundown of what we covered:Niki’s backstory, including how she transitioned from barre studio owner to running a coaching business.
What is guerilla marketing?
What are some of the best offline marketing campaigns Niki has seen work?
Tips on hosting free marketing events and getting people to come to the studio afterwards.
How does seasonality come into play with guerrilla marketing?
Is there a best time of year to put effort into these things?
Ideas for studio owners who are in a slump and don’t have a large budget to invest in paid marketing.
Where should they start?
Where you can find Niki, how you can work with her and some details on her Studio Sales Solution.
Connect with Niki:
https://www.yourlimitlessstudio.com/
https://yourthrivestudio.com
https://studiosalessolution.com/ -
Welcome back to the Boutique Fitness Marketing podcast – season two!
I’m excited to be dusting off the podcast for another round, and I’ve got a long list of great guests already lined up for this season, so if you’re new to this podcast or returning from season one, welcome.
To kick things off for the season, we’ll have a little ‘state of the industry’ chat with my friend, yoga studio owner and fitness business consultant Nicole D’Andrea.
A little bit about Nicole:
Nicole owns Blackbird Yoga in New Jersey and founded Spark Strategies, a growth and marketing agency with one goal: to help women in the wellness world stop undervaluing themselves and their businesses.
I can’t think of a better person to help kick off season two with insight into what’s happening in the boutique fitness industry. Nicole’s in it every day in her own business and has a first-row seat to what’s working, what’s shifting, and what’s new in the world of studio ownership.
Here’s a quick rundown of what we covered:How Nicole got started in the industry.
What the industry looks like right now in fall 2024.
What trends and conversations is Nicole seeing?
Services and pricing options that are selling well?
Studios niching or expanding services?
Studios looking to add locations? Scale back and focus on profits?
What does Nicole see working well for intro offers right now?
What’s the intro offer at Blackbird?
What processes does Nicole have behind it to ensure people stick around?
Are there any other intro offers or special offers Nicole has seen work well recently?
What tech tools is Nicole using at Blackbird? Why?
What are the most important things you think someone should look for in a tool?
What marketing channels or activities are Nicole and her clients focusing on today?
SMS, Email, Instagram, Paid ads, etc.
Nicole’s thoughts on the secret to success of running a profitable studio in the long run.
Connect with Nicole:
Nicole's consulting business: sparkstrategies.co
Nicole's free facebook group for studio owners:
https://www.facebook.com/groups/501496037087061 -
As we close out season 1 I want to take a look back at some of the big takeaways from prior episodes. This is Your cliffs notes review for those of you who have listened to all the episodes and a chance to highlight some of my favorite bits and action items that you may or may not have had a chance to accomplish yet. If you’re just tuning into this podcast for the first time, then this episode will give you an overview to help you decide which episodes to listen to next!
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Hiring and team management doesn’t at first feel like it’s very related to marketing however So many of our previous guests have mentioned the importance of having the right team members to support your marketing goals…., whether it’s to get your people on-board with the required sales process or to ensure you’re providing an excellent customer experience day in and day out.. So it’s clear to me that having a good employee culture and training is critical to your marketing success. With me today to talk all about building that employee brand is my friend, former Pilates studio owner and the founder of Fitness HR, Katie Santos.
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I talk to fitness studio owners daily about their web presence and through all the vision boards, feedback calls and rounds of revisions, it boils down to this. Everyone wants the same thing: a website that is modern and easy to navigate. In this episode we’ll break down those 2 things with a look at what your boutique fitness studio website needs to be doing right now..
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Recent studies have shown that over 90% of online experiences start with a search engine, and nearly 80% of users ignore paid ads and focus on the non-ad search results. Wondering what you can do TODAY to get a piece of that? This episode is for you.
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Google ads vs Social ads… which one is right for your studio? If you’re considering dipping your toes into paid ads or you’ve been boosting posts here and there kind of randomly, this episode is for you!
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You’ve heard the buzz about Chat Gpt, it's the marketing news story of the year. You’ve probably also seen AI writing assistants start to make their way into the tools you use daily, but what does that actually mean for the day-to-day operations and communications of your fitness studio? Is all this AI talk just trendy noise, or is AI for fitness marketing the way of the future for boutique fitness?
With me to answer those questions and more is Nt Etuk, Founder and CEO of FitGrid
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In recent shows we’ve touched on the idea of what it means to really “be boutique”... and this is a critically important concept for boutique fitness brands if—as an industry, we want to be different from traditional gym fitness options. Client experience is at the forefront of the boutique fitness business model, so today we’re talking to a favorite client of mine and the owner of Yoga Pod Tucson, Lisa Cutts about how she created a standout client experience in her studio.
- Visa fler
