5 Tips for Building your Fitness Business with Christa Gurka

I am thrilled to bring back the incredible savvy Christa Gurka of Pilates in The Grove! You may remember her from her previous guest blog post “Why Location Matters.” She is back here with 5 tips on success for fitness professionals. You can find the original blog post here. And, without further ado here is Christa’s 5 tips!


Okay, so you are crushing it as a pilates instructor, personal trainer, spin instructor or group fitness expert. And now you are ready to branch out and start your own fitness biz. Awesome! But here’s the thing: being a rockstar at your craft and running a successful business is not mutually exclusive. At all.

That’s a lesson that I – a fitness small business owner myself – learned after many, many years of hitting roadblocks, changing direction and learning what works (and what doesn’t). Through these lessons (which I share below), I have taken Pilates in the Grove from a 500-square-foot space to two, 1,600-square-foot locations that generate seven figures…and growing.

And now I want to help you build an infrastructure and cultivate a philosophy that will put you on the path to a thriving wellness brand. Here are my tips for creating a successful fitness business:

1. Understand Your WHY

It is crucial to not only understand WHY you are doing what you’re doing, but to be able to articulate that to your clients. Really think about it: what gets your juices flowing? What is your business’s purpose? And more importantly, why should your potential customer care about what you’re “selling?” In his book, “Start With Why” (which I highly recommend to any entrepreneur and their team), Simon Sinek writes, “People don’t buy what you do, they buy why you do it.” And that couldn’t be truer.

2. Understand Your WHO
I often hear fitness professionals say that “anyone can benefit from my services.” While that may be correct, it actually undervalues what you do and the service you provide. Creating a niche market and truly understanding your customer base (and how they think) will yield much higher returns, especially when budgeting where and how to spend your marketing dollars and time. So set out to become the go-to person for [fill in your fitness specialty]. Not everyone is your customer…and that’s ok.

3. Build A Community

People enjoy doing business with people that they like. It’s just human nature. It’s kind of like that restaurant you keep going back to, not because the food is the best, but because the host knows your name and the bartender remembers your favorite cocktail. Consumers like to feel special, and it’s no different with fitness clients. Growing a successful fitness business is not just about running your clients through a program of exercises, but about developing that personal relationship and creating trust. This approach cultivates clients for life, rather than for a season.

4. Keep Your Clients On Track
Set goals for your clients, and then demonstrate consistency in helping them achieve those goals. Clients seek you out because they want something different or better than what they have or had. They are looking to you for guidance and accountability to achieve their desired results, so communicate with them. Speak directly about how often they should work with you for optimal results, and encourage them to schedule sessions for weeks and even months in advance. Keeping your customers consistent with their schedule improves accountability and ensures a full schedule for you.

5. Continue To Learn & Grow
The world around us never stops moving forward, and neither should we. If you want your business to thrive, seek out opportunities to learn, grow and improve. With new studies about human biomechanics, treatment options and fitness protocols constantly emerging, there’s a lot of information out there. Attend fitness conferences/workshops, listen to podcasts and read. Read a lot. Train with an expert in your area, and soak up all you can from them. Surround yourself with a team that inspires and motivates you to be better. Even after 20 years in the wellness industry, I am still an education junkie that seeks every opportunity to learn from the best. And I believe that has been a key to my success.

I’ll be the first to admit that scaling a profitable fitness biz isn’t easy, but I can tell you from firsthand experience that it is possible. So get focused, work hard and prepare yourself to succeed. And finally, don’t worry about what the competition is doing. Focus on you, your clients and your goals. You are, after all, your best investment.

In Health,

Christa Gurka

 

 

 

 

 

 

 

 


Connect more with Christa on Instagram here. Or in person at her upcoming workshop in April! She’s talking all about understanding your bottom line. And, I’m joining her with my workshop on Becoming a Regional Rockstar! Both have PMA CEC’s attached so even more reason to join us.

Hope to see some of you in real life!

xx~LL 

Notes 2 Inspire: Want a Breakthrough? Do Something Different!

Yes, I know you’ve heard the saying the definition of insanity is doing the same thing over and over again and expecting something different.

Hearing something and getting honest with yourself is a much bigger deal.

It requires awareness and absolute honesty.

If you’ve been trying to exercise more but you don’t make room in your schedule, you don’t sign up for classes that hold you accountable then will “more exercise” magically happen?

Of course not.

If you want to make more money but you don’t increase productions or costs on what you do to make money then how will “more” happen?

If you’re sitting here, reading this wishing you were more present, less judgmental of your own self or just doing the thing you’ve been wanting and believe you should be doing and you are not approaching any of these areas from a different start then you will not have the breakthrough you are desiring.

It’s pretty simple really.

Maybe not in application but in explanation.

If path a leads to the forest and path b leads to the river and patch c leads to the magic and you keep choosing A either enjoy the forest or try a different path.

But, don’t stand there in the forest and wonder why you’re not finding the magic.

If you want today to end up differently than yesterday try a new route to work, linger somewhere a little longer, say hi to a stranger, tell a friend a goal you’ve been keeping secret, say out loud what you’re avoiding, do something bold!

Tomorrow can be different if today you adjust your compass.

Life’s a process, not a loop.

Xx~LL

Pilates Business: How to Take More Time Off and Maintain Your Business

Saying no to a client is already hard enough. Taking time off is even harder. That’s multiple sessions you are canceling, rescheduling. And, I hear ya, as a Pilates instructor any time off is lost income. Or, is it?

Sure, you can take time off when your clients take time off. But, what if they love to travel in May and you have a trip in October? Do you lose money and sessions both times? Do you skip your trip because you “can’t” take time off? Who do you work for you or your clients?

I hope you said YOU!

It is possible to take time off when you want to and it is possible to teach the hours of the day you love and the dates you want to teach. But, you have to set your business up that way!

Tell me, how often do you say yes when you mean and desire to say no?

How often do you let clients move their sessions around in a day and you say yes?

Do you convince yourself that it’s just for “this” one time? Or, it’s only for a little bit? Maybe you even think you have to move them or compromise otherwise you’ll lose them as a client.

When I used to manage teachers I would hear clients talk about their upcoming trips and yet when they finally told the teacher the dates they were leaving it would be right before they left. The instructors would feel like they heard it for the first time.

Truth is the clients had been telling them about their trip for a while. But, clients don’t think about our schedule the way we do.

It’s not personal it’s just not their biggest concern in the world. I talk about this in my courses “never a dull moment” and “teaching your schedule.”

Whether you are an independent instructor or owner of a studio it’s integral that you train your clients how to engage with you and your business.

  1. Know when you are taking time off as much ahead of time as possible. Tell your clients so they have a heads up. Believe it or not, if they see Pilates missing from their schedule and are about to call you to cancel the following week they will realize they need to make up their sessions or in the future plan their events around you
  2. Swim with the current if the stream is strong. I know teachers who live in places where half the year everyone is in town, tourists come in and the business is booming. Then the other half the year its half the amount regular clients. Take advantage! How amazing that you know great times to take off, can enjoy half a year where you work part-time and have tons of free time to create, study and do your thing.
  3. Change your terminology. Instead of saying “we need to cancel next week’s sessions.” Use, “reschedule.” This way when clients are planning their lives they are thinking about how many Pilates sessions they need to reschedule.

If you start a client out with the mindset of telling you their dates out in advance it’s so much easier to know when you have availability or extra time to do your thing. If you have been letting your clients determine when you work you will have a little more training to do.

The more you have clients schedule their life around Pilates instead of the other way around the easier it is for you to run your business and take time off when you want to. It’s integral to staying inspired that your business works for you and not you for it.

You may be in the service industry but you are not of service to people, you are not the hired help.

For more on client, scheduling check out my courses, a previous blog on taking a vacation and my blog on how to have a life as a Pilates instructor. On April 12th I’ll be covering more steps to taking time off for yourself and maintaining your Pilates business. Join me if you’re ready to enjoy the breaks you deserve.

xx~LL

Notes 2 Inspire: Getting Comfortable with Discomfort

I heard Tony Robbins share this, “the quality of your life is determined by the level of uncertainty you can live with.” Gonna get honest with you. Ten years ago I would have rolled my eyes at that. Actually, maybe 12 years ago I would have. Because ten years ago, during a recession, I quit my bi-monthly paycheck with benefits, vacation time and commission to be a Pilates instructor. Yep, during a time when people were canceling their water deliveries, cable, gym memberships and more I decided to go into a business that is still seen as a luxury for many. Pilates.

Was I freaked out…sure! I thought I knew where my life was going. I was certain the life I was going to live was one filled with travel, jewelry, great persons and fashion. But, that’s the thing about the universe. She likes to be the one in charge. And, so instead of continuing down the path, I knew I chose the door that opened and shined a light on me.

See, I couldn’t know what was to come because I had no clue what the Pilates world was. Just that I loved doing Pilates and I was being called. That calling was towards my purpose. The path I thought I was so certain about was getting more and more negative and comfortable. I could absolutely have stayed and gone around the circle of fun, fashion and nasty. Or, I could go to the path of uncertainty yet attractiveness.

Over the last decade anytime I felt like I knew what was ahead of me I would see two doors. One door was what I thought I knew. The guarantee. The other door was uncertainty and the gamble.

The walk of the same isn’t awful. It has its highs and lows just like all of life. But, the walk of same is a guarantee, you know what’s going to happen, you know the end to that story. It’s safe and sometimes necessary. But, behind the door of uncertainty is growth, your next level and the treasure of getting past the fear of the unknown.

When setting this years goals, this month’s intentions and what I’ll be doing tomorrow the more I lean into what feels uncertain the more I know I’m doing my purpose. It’s not the easiest choice. But it’s the one that lights my soul!

This week, in just one area, where can you go towards uncertainty?

xx~LL

Creating a Community, Collaboration and Why it’s Better Together!

The age-old saying “two minds are better than one” and other phrases ” it’s better together” are not just random woo quotes. They are said and offered as advice because there is so much truth to their meaning. I know I wouldn’t be where I am today if I did it all alone. I had to create a community. I had to ask for help. I had to collaborate with other amazing humans.

After a weekend talking tribes and following your purpose I would be remiss if I didn’t share with you all how important having a community helps you on your journey.

See, if it wasn’t for the suggestions and support of a few women over ten years ago I wouldn’t be a Pilates instructor. If it wasn’t for my first Pilates boss asking me a question I wouldn’t be coaching the business side of Pilates. If it wasn’t for my current tribe of strong women I would have no one to high five me, hold me accountable to my own goals and even help me see I can do bigger things that I set out to do.

Mastermind groups, Tribes, accountability partners and friends who want the best for you are essential is this world. I think the universe purposefully made it so that you can only go so far on your own.

We were all given strengths. Areas we rock the best. And, the opposite of strengths isn’t weakness but areas that just don’t vibe with us. But, those areas are someone else’s strength!

When I choose a partner in crime on a project I don’t just pick someone who thinks like me or is absolutely in love with all that I do. Living in Los Angeles I have seen what too many “yes” people get you. I partner with people who are excited about what I am about to do but who can come at it with a whole other box of tools.

I was listening to Lori Harder and Lewis Howes talk about their mastermind group. And, she shared her goals with the group and Lewis’ response was how can you double that? Her gut instinct would have been similar to mine. Double it!? I thought that goal was great and that’s all I can do. But, then the mind clears. How could she double it? A network, tribe, mastermind or accountability partner doesn’t just go “Yay!” for you they help you do more, think about it from a different perspective and challenge you to do more.

Currently, I have a couple collaboration partners. I have a tribe and I have a coach. My tribe is there for wins, losses and random life moments. My collab partners have helped me do projects that without them I might not have done or wouldn’t have had the same effect. And, my coach is integral in helping me get out of my head and onto my path. Just like when I coach teachers, as a coach I’m not in the ditches, I get a bird’s eye view. My coach isn’t at my sea level, she’s on a mountaintop and able to guide me. We all need someone or in my case someones who help us make our magic happen.

Are you looking for a community? Do you wish your network helped you grow more? Who is in your tribe?

This coming year I’ve got several offerings for you to help you find the people you need! This Sunday 2 pm pst Andrea Maida is joining me for one of my Pila-Tequila Talks and we are talking collaborations! I’ve got a webinar all about building a network coming up soon. Be sure you’re on the newsletter list or join Agency to see it and check out the roundtable I am leading at the next Pilates Method Alliance gathering in October.

A community doesn’t build over night. But, over time trust and growth are possible and because of this beautiful opportunities arise.

Are you ready?

xx~LL 

Notes 2 Inspire: How Quick Do You Recover?

Life’s a roller coaster! I swear, good stuff happens and then sometimes it feels like in the next second something is ripped from me or goes so wrong. For example, I was enjoying the high I received while at the bliss project with Lori Harder. And then, I came home and found out that an email did kick off the way it was supposed to. And, that email was to go out to a ton of people who had just signed up for information. I was annoyed, bummed, frustrated and could feel this overwhelming urge to just lose it all. To go to that feeling that “nothing” goes “right.” Are you with me? Have you been there?

Well, I took a moment and got some real perspective. It’s an email. And, sure that email and most emails are important for my business to continue to run, for me to pay my bills and more importantly to continue to do what I love which I feel is my purpose. But, I’m not a heart surgeon. I can be “late” on this. AND! The reality is no one knew (until now) that I was late.

I’m sharing this story with you because it is so important that we recognize that the stuff is gonna hit the fan. And, more often than we want. But, it is in balance. And, if we take stock of the situation and focus on moving forward we will have more time to enjoy the good stuff that is happening. If I had gone to that place of feeling like nothing goes right I would have probably started to list all the things in the past week, month, year that had not gone right. Omitting all the stuff that had gone right or better than I could have imagined. Forgetting all the things that didn’t go as planned but in fact, went better!

Feeling your feelings is important! But, letting them take the driver seat and going on a detour from your path just means that it’ll take you longer to get to the good stuff. I’ve listened to many people interviewed and they all shared stories about how a quicker recovery was integral to their success. Actor Vince Vaughn shared on a podcast with Tim Ferris that if he didn’t get a part he would take a whole week off. But that week really turned into two weeks because it would take him a few days to get back in the groove. Two weeks less spent towards rocking his goals.

Things won’t go your way all the time. That is a guarantee. But, how quickly you recover will guarantee you getting to your good stuff!

So, this week, how quickly will you recover?

Notes 2 Inspire: Awareness not Obsession

Competition is key. It can be healthy and a good thing. But, if you find yourself obsessed with the competition than we’ve got a problem.

Your competition keeps you on your toes. If you had no competition there may not be a sense of urgency or drive to grow, change, educate yourself and get creative. Don’t believe me? I’ve seen it! I’ve seen studios where they are the only studio in town and while that seems like a good thing the big complaint I get is the feeling of loneliness, boredom or just the overall feeling of “is this all there is?”

What would Google or Apple be today if they didn’t have their competition to force them to push themselves to the limits?

Knowing who your competition is key.

Understanding where you rock and where they rock is even more integral. Becuase you cannot be them and they cannot be you there will be areas where you soar, standout and shine! Having the ability to step back and see the similarities and the differences and then using that information to level up yourself is using your competition to your benefit.

Obsessing over what they are doing, the mistakes, the strengths and constantly comparing yourself to them will hurt you. You’ll make decisions that are reactive or worse because you are constantly watching what they are doing you may lose sight of your own journey and then begin chasing them on theirs. Why would you want to be on their path?

This week, get honest with who your competition is. Be thankful you have it. Be honest with where you slay and where they are stronger. Write out your goals and how you can use your strengths to get there. Keep them in your peripheral vision and out of your mind’s eye.

Rock what you got! You’re the only YOU

xx~LL

How to Talk Less and Teach Your Clients More!

When I first learned how to teach Pilates I was provided with a framework on what say for the first rep, second rep, and third rep. And, while that framework was great for me as a  newbie instructor I soon realized that all those words did not add up to teaching my client anything. It’s easy as Pilates instructors to think we have to cue, correct and talk a lot to help our clients “get” Pilates. But, what if you could talk less and your clients could learn even more?

In a recent interview I did with Breathe Educations Raphael Bender I shared a story about how Jay Grimes told me and my fellow Work crew how you cannot “talk” Pilates into a client. That a clients body will be the best teacher for them. And, how our job is to provide them with the exercises that will allow their body to connect, move and grow stronger.

I know for me, when I heard this, I was slightly skeptical. But, then after practicing it as a teacher, I realized that not only did I have more energy after a day of clients my clients felt that the workout was automatically harder. One client even thought I was “mad at them” because he felt like I had anti-upped their workout. I hadn’t. It was the same workout as the week before. The only thing I did differently was start them off on the exercise and then asked them to feel something while they moved. I didn’t give them any other corrections or cues.

Since that session, we haven’t gone back to the old ways of me guiding them through every rep.

How do you know you might be talking too much? 

Well, there are a few signs. One, they get confused from rep three and four, they don’t “get” or “feel” the exercise and the last one is my favorite. They come in telling you something you have been trying to tell them for years!

I had a client that I had been telling for a couple years how to stand up straight only to just let it go when I decided to stop “talking” Pilates into my client’s bodies. One day she came in and showed me how she discovered to stand up straight on her own. It was all the cues I had been giving her for years. She finally was ready to do it on her own. And, her body was at a place of strength, ability, and coordination to do the thing.

So, how can you try to incorporate talking less and allowing them to feel more?

  1. Ask them a question? What can they try to discover on their own while they move?
  2. Allow it to be ugly. Safe but ugly. Don’t correct their bodies to make them look like they are doing the exercise. Looks can be deceiving. It can look like a Teaser but they can be totally in their quads and lower back and not their center at all.
  3. What other exercises around the room can teach the concept of the exercise you are trying to correct. Or, trying to teach them. I never teach Horseback on the Reformer until they are doing Spine Stretch, Arm Circles, Side Splits, Standing Arm Springs, and Push-down. All of those exercises have key elements of Horseback on the reformer. So, when they go to do the horseback I can ask them for more push down or more teaser or more side splits.
  4. Give them permission to take ownership of their workout and remember their exercises. Think up daily life activities that an exercise help them do and encourage them to think about them as they are out and about. They will be so excited when they are out doing their life and they can call upon their Pilates that they’ll want to dive into it, even more, to see what other activities get easier.

Why does talking less help your clients?

  1. When you take one sensory away the others step up a notch. If they are not constantly trying to do whatever you say the mind and touch sensors will pick up the slack and connect quicker.
  2. Clients will always try to appease you and do what you say and will get frustrated with themselves and Pilates when they feel they cannot do what you are asking. If you let their bodies see what they can take each exercise your client will feel more successful.
  3. On their own, they will be more inclined to do their Pilates homework because they won’t have you coaching them through as a crutch.
  4. Their body is smart, and given the chance to be its own captain it will step up!

How can do begin to incorporate this into your next session?

  1. Start small. Don’t go from talking every rep to being silent and miming. Instead, see how much they can do an exercise without your coaching. Maybe talk every other rep.
  2. Think about your client and think about the exercises they struggle with the most. Then give them other exercises that could teach them at the beginning of the session. Then call upon what they felt in those exercises throughout the rest of their session.
  3. When in doubt about what to say try “Keep Going.” And, just see what happens.
  4. Self check-When you work yourself out how much are you correcting every move you make? Try to talk half as much the next time.

Change takes time. Whether you are trying to change how you teach and talk or how a client does an exercise. Pilates is a practice and they have their whole life to “get it.” So, give them the freedom to make some errors along the way. Give them permission to move. Give yourself credit for all that you know and get creative with what your client needs to do the exercises you want them to do.

For more on this stay tuned for an upcoming webinar or check out a mini-course on this topic. Or, if you’re wanting more training on this contact me here and we can do some personal training and observation on your teaching. In the meantime enjoy saying few words and watching Pilates teach more.

xx~LL 

Notes 2 Inspire: You can do Anything. But…

I have done a few different interviews in the last week and they have all included a question about “how do I do it all?” And, the truth is I don’t. But, I have tricks up my sleeve for figuring out how to do all the things.

  1. Know what my strengths are and do those things
  2. Hire/Delegate things that are my weaknesses to that fall into others strengths.
  3. Do what lights my fire and let go of what doesn’t.

But, then I was listening to Pilates Unfiltered and Pilates Nerd Karen Ellis referenced the David Allen quote “You can do anything! But, you cannot do everything.”

I love this! And, especially while I am in Siem Reap, Cambodia I’m 15 hours ahead of my local time, and I only have a few things handy. Plus, I am leading a Pilates Retreat. I cannot do all the things I always do and really cannot do everything that needs to get done.

Giving myself permission to do anything but not everything is key to being present and letting go.

This week, what will you give up to someone else, give up entirely and what will you keep for yourself?

xx~LL

PS I’ll be back in LA the week of the 25th, London Mid March and back here in Siem Reap in November. Which is good practice for doing anything I want but not everything I want or need.

 

 

Teaching Pilates Part-Time: Have Your Cake & Eat it Too!

When I first became a Pilates instructor my original intention was to keep my “desk job.” Technically, I was a manager of a high-end women’s boutique but you get what I mean. I loved working in retail. I had the best clients and I loved my co-workers. But, I also loved teaching Pilates. I wanted to do both, at least for awhile. I wanted to have my cake and eat it too!

I’m often asked if it’s possible to make a living teaching Pilates full-time. But, I think it’s important to share that you can keep your “day job” and teach Pilates on the side.

In fact, if you look at the recent Pilates in America study you’ll find that the majority of Pilates teachers are part-time teachers. Now, some of these teachers may be part-time because they have another job and others because their family life only allows for part-time teaching availability.

Let’s talk about how you can have a successful side Pilates business and not work 24/7!

1) Know your availability: It’s important that you don’t work 24/7 when Pilates is a part-time business. I know it’s hard to say no to a client and no to money but if you want to continue to enjoy teaching Pilates you need to set and maintain an ideal schedule and only offer those times. Don’t lose the love you have by overworking, check out how to maintain your sanity here and create your ideal schedule here.

2) Get clear on who your client is: This is key no matter how many hours you teach. But, even more, necessary for a teacher who also has to work somewhere else. Think about who can come to sessions when you’re free to teach? What do these people do and where else do they go shopping, life etc. It’s important that you don’t waste your free time marketing to clients that aren’t right for when you can teach. Attracting the right clients for you is key to filling the part-time hours you have available.

3) Know your Why: Why do you want to keep your “desk job” and why you want to teach Pilates? There will be weeks when one or the other is driving you mad. If you have written down why you love your “day job” and why Teaching Pilates is important for you it will help you from tossing out the “cake.”

4) Maintain your Pilates practice! It’s easy to let work and teaching Pilates take over your time and then there is no time for YOU! Maintain your sanity by having your Pilates session on your calendar first. For more self-care tips check out my Pilates Anytime tutorial and why all teachers should have a teacher.

5) Don’t overindulge in the continuing education: But, do get continuing education. When you work and teach Pilates your time is limited. Focus your continuing education on what will help the clients you have today! It’s easy to want to take all the Pilates workshops that come up. But, if you’re spending all your Pilates dollars on sessions and education you may stretch yourself too thin. Or, if you don’t you may feel like you should be and then worried about not doing enough. Be intentional about what you take and it will continue to help you grow, retain your clients and stay inspired.

6) Have your systems in place: How do people schedule, cancel, pay you? What’s the process to do these things? What policies do you have in place? Can any or all of it be automated? The more you are not working in your Pilates business the easier it will be to maintain your Pilates business.

To sum it up, You can have your cake and eat it too! You can teach Pilates and keep your “day job.” You can teach Pilates when you want to teach. And, if you feel like you’re teaching too much then here’s some help for you.

xx~LL

Cómo atraer a más hombres al Pilates

Es irónico para aquellos de nosotros en la industria de Pilates que el creador de Pilates fue un hombre, que creó la ‘Contrología’ para los hombres y luego se convirtió en EL entrenamiento que las mujeres aman y los hombres que no están al tanto, no lo piensen dos veces. acerca de. ¡La verdad es que Pilates es genial para cualquiera, mujeres y hombres! Pero, una de las preguntas que me hacen los instructores y los propietarios de los estudios es cómo atraer a más hombres a sus estudios de Pilates.

Durante décadas, las celebridades han estado compartiendo su amor por el método Pilates y eso atrae la atención y la prensa de Pilates en todas partes. Y, aunque nosotros, los maestros, sabíamos que no solo era genial para las mujeres, también es increíble para los hombres. No había muchos hombres promocionando sus beneficios.

¡Hasta hace poco!

¡Desde hace varios años, muchos atletas comparten su amor por Pilates como la razón por la que se desempeñan mejor! Echa un vistazo a estos siete jugadores de la NFL compartiendo las razones por las cuales Pilates es parte integral de su desempeño. Por supuesto, incluso antes de este artículo, había otros atletas profesionales que decían que Pilates era el arma secreta. Y a medida que más y más hombres comparten los beneficios del método Pilates, más atletas no profesionales comienzan a considerar agregar Pilates a su repertorio.

Pero, ¿cómo puedes atraerlos a tu estudio? ¿Cómo logras que los hombres de tu comunidad tomen tus clases? ¿Y tienes que cambiar la forma en que enseñas? Todas estas preguntas y más serán respondidas cuando mi cliente Michael Myers (lo conoces en IG como Michael Myers Fit). Únete a mí en vivo para responder tus preguntas. Hasta entonces, aquí hay algunas cosas que puede hacer hoy para ayudarlo a ganar más clientes masculinos.

1) ¿Qué dice tu copia? Paso mucho tiempo en los sitios web de docentes y estudios y lo constante que veo son los beneficios del método Pilates que son más atractivos para las mujeres que la mayoría de los hombres. O bien, existe la historia de ser bailarín y usar Pilates para rehabilitarse después de una lesión. Por cierto, ninguna de estas cosas está mal. Es su sitio web y su historia y debe compartir cómo resuena con usted. Pero, si soy un hombre sano y veo “músculos largos y delgados”, es posible que no corra a su clase. Considere agregar publicaciones de blog y beneficios que su Pilates brinda a clientes potenciales. Incluso puede hacer que un hombre lo lea y vea si lo atraía a hacer clic en “reservar ahora”.

2) Clases solo para hombres: si ya tienes unos pocos clientes masculinos, tienes una “clase de caballeros” y permíteles invitar a los amigos. La música que tocas, los accesorios que usas y las pistas que le das se pueden adaptar a ellos. Real Pilates en Nueva York tiene una clase exclusiva para hombres y Carrie Pages tiene una clase exclusiva para hombres en su estudio. Son fáciles de comercializar porque está hablando a un grupo demográfico específico. ¡Lo cual siempre es mejor que tratar de hablar con todos!

3) Tu información: como profesores, es fácil acostumbrarse a usar las mismas imágenes para describir los ejercicios que enseñamos a menudo. Pero, algunas señales son bastante específicas de género. “Levanta los talones como si estuvieras en un tacón alto”, “rizo donde está la correa de tu sostén”, “piso pélvico” por nombrar solo algunos, son señales que pueden hacer sentir a tu cliente masculino, incluso a nivel subconsciente, como si no fuera el maestro adecuado, o peor aún que Pilates no es el adecuado para ellos. Lo que he encontrado genial sobre enseñar a los hombres es que a menudo puedes decir lo que quieres que hagan y luego lo harán (explicaré esto más cuando me uniera a Michael).

4) Manténgalos en movimiento: Esto es realmente algo que creo para todos los clientes saludables. Pilates no siempre es bonito y no es perfecto. Manténgalos en movimiento, seguros y concéntrense en las conexiones, no en el ideal. Tienen toda su vida para “conseguirlo”.

Mira, no es nada nuevo que Pilates sea genial para hombres y mujeres. Y, los hombres pueden no ser su cliente ideal y eso está bien. Pero, si buscas atraer a más hombres a tu estudio, haz algo de autorreflexión. ¿Qué dicen tu sitio web y tu estudio sobre ti? Entonces, ¿cómo se comunica lo que quiere que hagan sus clientes cuando trabajan con usted? Estas son cosas simples con las que puedes comenzar hoy.

Si está buscando más, únase a Michael y a mí para una conversación de una hora sobre cómo atraer, desafiar y retener clientes masculinos para su negocio de Pilates.

¿Tienes consejos que quieras compartir con nuestros lectores? ¡Publiquelos en los comentarios a continuación!

Cuantas más personas se enamoren de Pilates, mejor será para todos los profesores.

xx ~ LL

PD: lee más sobre por qué Michael Myers hace Pilates aquí.

Propietarios de Pilates Studio: ¿Cómo compran los clientes las clases?

Pero, ¿cómo compran los clientes las clases? En el estudio más reciente (y el primero) de Pilates en Estados Unidos, descubrieron que la mayoría de los participantes de la clase compran sus clases según el paquete. Con un pequeño porcentaje comprando una clase a la vez. Aún menos comprando en paquetes ilimitados. Cuando me convertí en instructor de Pilates empecé a dar clases de Mat Pilates. Alquilé espacio en un estudio, escogí mis tiempos y establecí mis propios precios de clase. Y luego establecí una tasa de paquete. ¿Por qué? ¡Porque los paquetes mantienen un cliente comprometido! Y si un cliente se compromete a venir a la clase, entonces cosechan los beneficios de Pilates y luego continúan viniendo paquete tras paquete. ¡Los paquetes pueden parecer la forma de ahorrar dinero para un cliente, pero son clave para la retención de clientes en su estudio de Pilates!

Ahora, a primera vista, puedes ser como ¡sí! Pero, lo que esta información no nos dice es cuántas personas tienen la oportunidad de comprar de manera ilimitada, pero se olvidan de comprar los paquetes. O bien, si las personas están comprando personas porque no pueden comprar un paquete.

Entonces, ¿qué significa todo esto para ustedes, dueños de los estudios de Pilates? ¿Qué debería estar tomando de este poco de información?

  • ¿Ofrecen paquetes para sus clases? En caso afirmativo, ¿qué paquetes son los mejores vendedores? ¿Cuáles son los menos vendedores? Sé que la norma es ofrecer algunos niveles de paquetes de clases, pero si la mayoría de la gente adora su paquete de diez y casi nadie está comprando el cinco o el 20, entonces ¿por qué siquiera ofrecerlos? Ahórrese el tiempo de explicar todos los tipos de paquetes y simplemente mantener el más popular y el mejor para su negocio. Las pocas opciones son menos confusas para un nuevo cliente que determina qué hacer a continuación. Si no, ¿por qué? ¿Es un problema de seguimiento, una cuestión de plataforma o una elección personal? Los clientes que tienen paquetes desean usar sus sesiones. ¡Es menos probable que revisen las clases en la calle si ya están en un paquete comprometido con usted!
  • ¿Estás ofreciendo una opción ilimitada? Lo que descubrí es que una membresía de clase ilimitada, aunque es tentadora para el cliente y el estudio, existe una buena posibilidad de que si no tiene los números para respaldarla, acabe pagando para que las personas vengan a sus clases. Entonces, si estás ofreciendo esto, haz una doble verificación y asegúrate de que valga la pena. Si no lo estás ofreciendo, pero lo has estado considerando, ten en cuenta que esto funciona muy bien SI tienes un montón de gente que lo compra y muchos que no aprovechan al máximo la oportunidad de venir todos los días y todo el día. Esta membresía funciona muy bien para los estudios de yoga y gimnasios donde no están limitados por el número de reformadores en un estudio o el número de torres. Puede descubrir que una membresía mensual limitada es más beneficiosa tanto para usted como para su cliente.
  • ¿Cuántos de sus clientes usan sus paquetes de manera oportuna? Usted puede estar pensando, “LL, tengo esto. ¡Todos los paquetes de compra de mi pío!” Y, voy a chocarte cinco! Son excelentes noticias. Pero, si están comprando un paquete de diez y solo vienen una vez por semana, pero les toma de quince a veinte semanas usar ese paquete, entonces eso no es bueno. La clave para la retención de clientes es que sientan los beneficios de venir a su estudio regularmente. Entonces, ¿está ofreciendo suficientes opciones que permitan a las personas con grandes paquetes usarlas de manera oportuna? Si no lo eres porque no puedes, tal vez paquetes un poco más pequeños para mantener tus ingresos consistentes. O, si lo es pero parece que no pueden llegar a Pilates constantemente, ¿cómo puede incentivarlos a venir extra cuando van a salir de la ciudad o a usar su paquete en un tiempo determinado?

¡Los precios, el embalaje y los horarios de clase son obras de arte! No hay un tiempo, número o cantidad perfectos que pueda darte. Todos los negocios son únicos para ellos y su comunidad. Sin embargo, es bueno tener alguna evidencia para respaldar lo que puede hacer para respaldar su negocio y retener a sus clientes de la clase Pilates. Para obtener más información sobre cómo rellenar y comercializar sus clases grupales, consulte mi curso. ¡Sumérgete en tus números y asegúrate de que estén trabajando para ti!

xx ~ LL

PD para obtener más información sobre la retención de clientes, consulte este curso aquí.