Believe it or not, there are leaders, politicians and policymakers out there who still think of fitness as recreation. 

And worse, they tax it the same way too. 

In reality, gyms and fitness studios play a critical role in empowering people to maintain their basic health, prevent chronic and acute illness and live happy, fulfilled lives. 

That’s why we need people like Brett Ewer to advocate for our industry and convince legislators and policymakers that what we do matters. In the face of ever-changing legislation and regulations, people like Brett are working to make a case for our industry and demonstrate how we critically impact society at the local, state and federal levels. 

Join me in Episode 557 of The Business of Boutique Fitness as I chat with Brett Ewer, Head of Government Relations at CrossFit, about the importance of shaping policies that protect the fitness industry and ensure that boutique fitness not only survives, but continues to thrive. 

Here’s what we talk about in Episode 557:

• Why the fitness industry needs advocates who can lobby for them at the state and federal level

• Brett’s day-to-day routine as Head of Government Relations at CrossFit

• The Community Gyms Coalition and its advocacy efforts during COVID-19

• The Gyms Act legislation, plus a behind-the-scenes look at what went into its development and advancement

• What studio owners need to know about sales tax and other key regulations

Links:

https://www.linkedin.com/in/brett-ewer-8151235a

https://twitter.com/brett_ewer?lang=en

https://www.linkedin.com/company/crossfit?trk=public_profile_topcard-current-company

https://studiogrow.co/

https://www.linkedin.com/company/studio-growco/

Here’s what we’re talking about in this episode:

• Lise chats with Rob Beale about the Third Space fitness concept, which aims to be the "third space" for its members and inspire them to be their personal best.

• Third Space's unique set of amenities and its focus on experience: Rob Beale explains how Third Space is more than just a typical health club, with a focus on building beautiful facilities, personalized service, and expertise to deliver the best experience for members.

• The challenge of ensuring quality experience across multiple modalities: Rob Beale discusses the challenge of upholding Third Space's philosophy and ensuring quality experience across various modalities, and how recruiting passionate and talented people is key to achieving this.

• Third Space's selection process for trainers and instructors: Rob Beale shares Third Space's selection process for personal trainers and group exercise instructors, which involves a multi-stage audition and training program to ensure that instructors are experts in their field and can deliver a five-star experience for members
  

Links:

https://www.thirdspace.london/

https://www.linkedin.com/in/rob-beale-a537a917/?originalSubdomain=uk

https://twitter.com/RobBeale

https://studiogrow.co/

https://www.linkedin.com/company/studio-growco/

Here’s what we’re talking about in this episode:

- The guest, Brian O'Rourke, is the CEO of Vedere Ventures, president of the Fitness Industry Technology Council, and co-founder of Moon Mission Media.

- Brian discusses how growing up in a military family taught him perseverance and adaptability and how hospitality has influenced his experience-driven fitness businesses.

- The importance of understanding which numbers matter when it comes to running a business is emphasized, including operating margin, lifetime value of customers, and acquisition costs.

- The challenges of reducing cost per acquisition in digital marketing are discussed, with Brian noting that not all attribution models from Meta or Google are reliable.

- The fitness industry has been built on venture capital models, but the importance of building sustainable, profitable businesses is emphasized.

- Knowing how to see is a guiding principle for Brian's investments, and he emphasizes the importance of understanding what numbers really matter when it comes to profitability and sustainability in a business.

Links:

https://www.bryankorourke.com/

https://www.vedereventures.com/

https://www.moonmissionmedia.com/

http://www.fittechcouncil.org/

https://studiogrow.co/

https://www.linkedin.com/company/studio-growco/

554: How to make your team an asset, not a burden - Coaches Peter and HP

Here’s what we’re talking about in this episode:

• HP shares her extensive experience in people development and how it relates to effectively managing teams.

• Peter and HP talk more on the importance of assessing candidates' human skills and values during the interview process.

• We also discuss the importance of transparently discussing career aspirations with employees and being upfront about the possibility of them leaving.

• HP and Peter emphasize the significance of hiring individuals whose values align with the business and taking an interest in their long-term career goals.

Links:

https://studiogrow.co/

https://www.linkedin.com/company/studio-growco/

Y’all, studio owners are often super reluctant to embrace new technology. 

I get it – the idea of adding another tool to your already overflowing plate can seem like a lot. Not to mention the fear that technology and automation will diminish the human element in your business. 

But I wanna let you in on a little secret today. 

The truth is, if you use it right, automation platforms can actually help you strengthen your relationship with your clients. 

These platforms can automate repetitive tasks, streamline studio operations and organize data efficiently, so you can free up your time to focus on what matters most – connecting with your clients and building your community.

And that’s exactly what we’re discussing in this week’s episode of The Business Of Boutique Fitness! Join Studio Grow Coach Peter as he chats with Nathan from LoyalSnap, an automation platform designed to help boutique fitness studios build stronger relationships with their clients. Learn all about the role of automation in boutique fitness, the pitfalls you need to avoid, and how simple, functional tech tools can be a game-changer for studio owners.

Here’s what we’ll cover in this episode: 

• Common misconceptions about automation and examples of bad automation practices

• Nathan’s checklist for building authentic client relationships

• How automation platforms like LoyalSnap can streamline client management and help you communicate meaningfully

• The role of AI in automation software & why simple functional tools are most effective for small business owners

Links:

https://www.loyalsnap.com/

https://studiogrow.co/

https://www.linkedin.com/company/studio-growco/

Boutique Fitness 552: Surviving Strong: The building of my brand with Susan Holden

There’s more to living than not dying. 

That’s what Susan Holden told herself after being diagnosed with invasive cancer in 2004. 

The cancer had spread, the prognosis wasn’t good, and overnight, Susan's life became an endless series of doctor’s appointments, chemotherapy and hospital visits, with just one key goal – to keep Susan from dying. 

Susan’s battle with cancer made her realize there had to be more to life than just avoiding death. She built Surviving Strong as a safe space for anyone who’s struggling –  to help them live life to the fullest and give them a community that will be there for them no matter what. 

Tune in to this week’s episode to learn about Susan’s mission, understand Surviving Strong’s unique philosophy and get a glimpse into what marketing looks like for mission-driven businesses like Susan’s. 

Here’s what we’ll cover in this episode:

• Susan’s background, her experience with cancer, and how she found a need that was not being met in her area. 

• Surviving Strong’s journey since 2009 and Susan’s resilience through personal setbacks and a global pandemic

• The philosophy behind Surviving Strong & how it’s different from the mainstream idea of fitness

LINKS:

https://survivingstrong.org/ 

https://studiogrow.co/ 

https://www.linkedin.com/company/studio-growco/

551: Your CEO Day Makeover with Michelle and Beth

Here’s what we’re talking about in this episode:

• Introduction to the CEO day concept and the importance of having a CEO mindset.

• Discussion about the CEO mindset and how to adopt it. The importance of self-care and protecting your time and energy.

• Implementation of the CEO day and how to make the most of it. Discussion about the importance of having a structured format, setting boundaries, and making it a non-negotiable in the calendar.

• Preparing for CEO days. Michelle and Beth recommend creating structure in your week, delegating tasks, using technology to automate tasks, analyzing your time usage, and doing self-care activities to get into the right mindset. They also discuss the importance of reviewing your finances, KPIs, and big picture projects during CEO days. 

• They also offer tips on overcoming obstacles to having CEO days and announce their upcoming virtual CEO day event.

Links:

https://studiogrow.co/ceoday

https://www.linkedin.com/company/studio-growco/

https://studiogrow.co/

Here’s what we’re talking about in this episode:

• Overview of KPIs that are important indicators of the studio's financial performance.

• Overview of KPIs that indicate the quality of the customer experience in a fitness studio.

• Explanation of four KPIs to evaluate the quality of the customer experience: 

• Conversion Rate

• Attrition Rate

• Net Member Change

• Average Membership Link.

• Emphasis on the importance of tracking KPIs to understand and target the needs of customers and achieve business growth.

Links:

https://www.linkedin.com/company/studio-growco/

https://studiogrow.co/

Here’s what we’re talking about in this episode:

• Introduction to KPIs: KPIs (key performance indicators) are quantifiable measures used to evaluate the performance and success of a business.

• Importance of tracking KPIs: Without tracking KPIs, businesses operate blindly and make decisions based on feelings or hunches instead of actual data.

• Vanity KPIs: Not all data is valuable and some KPIs, like followers on Instagram, may not translate to increased revenue. Focus on KPIs that drive growth.

• Starting with financial performance KPIs: Michelle recommends starting with a few important financial performance KPIs, such as monthly revenue and revenue per member, to get a baseline understanding of the business.

• Revenue per member: This KPI measures the average amount of money generated by a member each month and can help improve revenue by upselling or adding new services.

• Revenue per square foot: This KPI measures the revenue generated per square foot of physical space and can help optimize utilization of the space to increase revenue.

• Payroll as a percentage of revenue: Payroll should be no more than 30% of total revenue and tracking this KPI can help make informed decisions on hiring and class scheduling.

Links:

https://www.linkedin.com/company/studio-growco/

https://studiogrow.co/

Here’s what we cover in Episode 548:

• The future of capital investment in the fitness industry 

• A deep dive into which KPIs are most important from an investment standpoint 

• Pete’s insights on leasing out space, bringing in other partners and focusing on optimizing your studio space 

• What you need to do as a studio to attract investors – and seal the deal with them!

If you’re planning to take some big swings in 2023, don’t miss this episode, y’all!

LINKS:

https://www.integritysq.com/

https://www.thehaloacademy.com/

https://thecamptc.com/

https://www.orangetheory.com/

https://www.soul-cycle.com/

Here’s what we’re talking about in Episode 547:

• How Anne Marie started her career in the fitness industry with programming
• Her suggestions for building programs that ensure cohesive client experience
• How Anne-Marie approached the project of building a boutique fitness concept in a 22,000 square feet space
• How Anne Marie and her team rolled out their idea of “boutique meets big box” in their marketing and messaging 
• How to build a wellness center model with physical therapists, drip labs and recovery centers by partnering with local, well-known businesses
• Anne-Marie’s tips on structuring management and sales teams 

Y’all don’t wanna miss this one. Tune in now to start listening!

LINKS: 

https://www.linkedin.com/in/annmariebarbour/

https://themine.fit/

https://www.instagram.com/themine.fit/

https://www.soulbody.fitness/

https://www.technogym.com/

Balance Is Bullshit: A Realistic Approach to Integrating Healthier Habits into Your Life by Alicia McKenzie

https://www.wimhofmethod.com/

https://hapana.com/

Here’s what we’re talking about in this episode:

• Debra’s first steps into boutique fitness and how her passion for the industry started 
  
  
• What happened when her passion evolved into her profession 
  
  
• The lesson Debra learned on false starts for clients and the way that led to her launching Row House
  
  
• How to approach digging deep into your client avatar and setting the stage for a strong brand 
  
  
• Some of the biggest things Debra has learned since she started her very first studio 
  
  
• Why she chose franchising as the path for her business with so many different options available 
  
  
• Deb’s tips to help you get into the minds of your consumer 
  
  
• Her thoughts on embracing all users or sub-avatars
  
  
• A prediction on what is to come for our industry in 2023

LINKS:

• https://www.linkedin.com/in/debrastrougo/
  
  
• https://www.therowhouse.com/
  
  
• https://connectedhealthandfitness.com/

These are some of the key trends and findings that I’ll highlight in this episode:

• Which sectors have seen exceptional growth in 2022 (and which ones haven’t) 
  
  
• Why human resources will be the most important conversation we have next year
  
  
• The industry-wide problem with retention rates and what’s on the horizon
  
  
• The sales process that’s our only way forward in 2023
  
  
• The radical shift in digital marketing which affected the studio industry (& what the new marketing funnel will look like in 2023).

If you want 2023 to be the year you witness unmitigated, unparalleled growth, tune in now to learn, assess and understand what’s on the horizon for the boutique fitness industry and start planning for next year ASAP!

Here’s what we’re talking about in this episode:

• How the iOS 14 update impacted advertising and marketing 
  
  
• The rise of in-platform marketing and how it can benefit business owners
  
  
• The best digital marketing funnel strategies to adopt right now (+ examples of what worked and what didn’t for Studio Grow clients)
  
  
• Why your follow-up system is more important than ever before right now & how SMS messaging can play a role in this process
  
  
• The 2 metrics that make marketing on TikTok totally worth it

Y’all, if you’re in the process of building out your marketing strategies for 2023 right now, this is advice you cannot afford to miss. Go grab a notebook and start listening now!

LINKS:

https://www.successfuladsclub.com/

https://www.linkedin.com/in/tara-zirker-23a24035/

Here’s what we’re covering in Episode 543:

• Why it’s important to divide your New Year’s goals into 3 key categories
  
  
• Why your professional goals need to be separate from your business goals
  
  
• The best approach for setting business goals (& understanding what you need to improve to move the needle in your business)
  
  
• How to break your goals into S.M.A.R.T ones (& how further education can help bring them to life)
  
  
• Tips for identifying and overcoming obstacles, starting right now 

If you’re ready to dive into goal-setting for the new year and set goals you’ll actually achieve this time, grab a notebook and tune in now!

Here’s what we’re talking about in this episode:

• A closer look at some amazing Black Friday results for our Studio Grow clients 
  
  
• What “sales stacking” is and how you can get the most out of this strategy 
  
  
• Why a membership-oriented promotion is your best strategy for Black Friday 
  
  
• A few examples of what to offer on each of the 5 days of the “Black Friday loop” 
  
  
• Some strategies that we started testing last year and the results that we achieved 
  
  
• What are the two audiences that you should be focusing on during your Black Friday promotions
  
  
• Where to market your Black Friday offers, plus examples of social media posts that you can use

LINKS:

https://studiogrow.co/blackfriday

https://studiogrow.co/episode541/ 

Here’s what we’ll cover in Episode 541:

• The 5-day Black Friday loop and what you need to know about it as a studio owner 
• My personal history with this holiday and what I’ve learned over the years
• Black Friday marketing strategies I’ve adopted with my studios
• Ideas and case studies you can get inspired by
• What you can do this week to start prepping for Black Friday

If you’re ready to bring in dozens of new leads this Black Friday and turn them into long-term evangelists, you can’t miss this one. Tune in now to start listening!

LINKS:

https://studiogrow.co/blackfriday 

Here’s what we’re talking about in this episode:

• The real purpose that developing a budget has in your business 
  
  
• The 5 benefits of budgeting for the health of your business
  
  
• How budgeting will empower you as the CEO of your studio 
  
  
• 3 steps to take to start developing your own budget right now 
  
  
• Which categories you should be including in your budget

Here’s what we’ll cover in Episode 539:

• The most common business objections around money and how it could be holding you back
• The stories we tell ourselves about raising our prices and what you can do to change that narrative
• Tips for starting a business with debt (and how you can utilize it in your favor)
• How to incorporate cash infusions into your business right now

If you feel like you’re ready to get out of your way and rewrite the money stories you tell yourself, grab your headphones and tune in now!

Here’s what we’ll cover in Episode 538:

• The key aspects of building an exceptional workplace for your team
• What to include in a job description (and why clarity is everything here)
  
  
• Do’s and don’ts to keep in mind when posting your job description
  
  
• How to create and use a hiring matrix that helps you zero in on your strongest candidate
  
  
• A list of interview questions that can help you hire better

If you’re ready to get the right people on your bus and build something truly special, start listening now!

LINKS:

Good to Great by Jim Collins

Here’s what you can expect from this episode:

• A few basic things you can do right now to protect yourself using insurance 
  
  
• Why insurance is good for day-to-day operations while helping you grow your business {and not just for traumatic events}
  
  
• Some of the insurance products that a boutique fitness studio owner needs to think about purchasing 
  
  
• Common scenarios that could occur that business owners do not necessarily think about, and what should be in place to be prepared for these situations 
  
  
• How to go about finding the right insurance as a new or established business

Curious to know what types of insurance your business needs? Take a look at this Guide by Gild Insurance. It outlines the different types of business insurance and presents the options which may be best for your wellness business.

Click here if want to learn more about Gild and how it can help you future-proof your business!

LINKS:

https://training.studiogrow.co/dare

https://yourgild.com/insurance

Here’s what you can expect from this episode:

• What a CRM is and why it’s necessary to use one in your business
  
  
• The big questions to ask yourself to make sure you choose the right CRM for you
  
  
• The 3 core features to look for in a CRM, and the elements that people tend to overlook in this process
  
  
• The best ways to manage leads so that they don’t “fall through the cracks”
  
  
• What will kill your referral program and how you can prevent this from happening
  
  
• Key metrics that studio owns should be looking at and how they should show up in your CRM 

LINKS:

https://training.studiogrow.co/dare 

https://momence.com/

https://www.linkedin.com/in/vojta-drmota-84b493166/

Here’s what we’ll cover in episode 535:

• The 3 common reasons behind cancellations and the best way to address them
  
  
• How to put in place communication systems that can handle and prevent cancellations
  
  
• How to build the foundation for preventing a cancellation from Day 1
  
  
• The best way to respond to a cancellation you can’t prevent

Remember, just because someone came in to cancel doesn’t mean they always need to. Tune in now to learn all about how you can retain members when they’re right on the brink of cancellation!

LINKS: 

https://training.studiogrow.co/dare

https://fierceinc.com/fierce-conversations/

Here’s what we’re diving into in this episode:

• The very first thing to do when setting boundaries in your business
  
  
• How we are always in control of our own boundaries
  
  
• What Beth does to establish boundaries with her team and clients
  
  
• Why it’s a good idea to have clear guidance on response times for your support team
  
  
• Beth’s thoughts on payment and cancellation boundaries
  
  
• Ways to start creating physical boundaries and tips for working at home
  
  
• Why it’s perfectly okay to remove things that aren’t serving you or your business
  
  
• Steps for building new boundaries today

LINKS:

https://training.studiogrow.co/dare

Here’s what we’ll cover in Episode 533:

• The mindset shift you need to consider as you prepare yourself for selling your studio
  
  
• What I do differently when I view my business as an investment
  
  
• Why you need to have an exit plan and how it shapes every business decision 
  
  
• How your tax strategy will need to change as you prepare to sell your studio
  
  
• How to approach and nurture prospective buyers
  
  

LINKS:

https://training.studiogrow.co/dare

https://www.facebook.com/studiogrowco