Pilates: Your Elevator Pitch & Why It’s Important

How do you describe what it is that you do? I’m sure you’ve been in a conversation that goes similarly to this “What do you do? I’m a Pilates Instructor! I’ve heard of Pilates, but I haven’t done it. What is it?” And you say what? To fill your schedule, increase your income and reach your Pilates business goals you need a business and marketing strategy. A Pilates elevator pitch is a great thesis for these strategies.

I was at a Pilates conference, and there were about thirty Pilates instructors waiting for the elevators. This hotel guest asked a teacher next to him “are you all here for the same thing?” She said, “yes, we are here for a Pilates convention.” Which of course prompted the “I’ve heard of Pilates. But what is it?” And that’s when she froze. I don’t blame her. There are so many teachers standing around, listening to her every word. Many who had been teaching for decades and everyone was listening to this conversation. She gave him a reasonably general not very attractive description of what Pilates is.

It was then that I realized the problem is not that people haven’t heard about Pilates is that they don’t know what Pilates is. And while many would argue with me that because Pilates instructors cannot agree on what Pilates is the public cannot agree on what Pilates is. I don’t think that is the issue. At all. Because the public doesn’t know that teachers do not always agree on what is Pilates. The public doesn’t know what Pilates is because we teachers are not explaining what Pilates is to us, with us and how it helps them in our individual markets.

For you to attract more clients, to fill your classes and studio you don’t need the Pilates community to agree with what Pilates is.  You need to know what Pilates is in your studio. What do clients who come to your Pilates classes and sessions love, hate and benefit from? What is it that you do for your students? Or, what is it that you want to do for your students? You need a Pilates Elevator Pitch.

These answers are the basis for my next webinar! If you want to be excited when you look at your schedule, inspired by your students, attracting clients who value you and what you do then this webinar is integral to creating that business. If you find yourself wondering how to get the person who is walking by your studio or on your website to say YASS, book me tomorrow and here’s my credit card for a ten pack then you need to elevate yourself as the person, and studio clients are attracted to.

This is not a webinar requiring you to ride elevators or talk to strangers after (although I hope you feel more confident when those situations come up). This is not a webinar about being on social media more (after all many times you’re just talking to more Pilates instructors). This webinar is about elevating your value, your uniqueness and giving you the tools and helping you articulate in your own words what Pilates is with YOU! Why you are the teacher for their needs (which will also help them realize if you are not the person for them).

It’s time to focus on promoting the benefits of doing Pilates with you; it’s time to elevate what you do for your clients and future clients.

It’s time for YOU Elevated!

What things do you wish the potential clients in your area knew about you and your Pilates?

Why do you want to teach?

How are you unique in what you do and how you do it? Side note: this doesn’t mean you have to reinvent the wheel. We are all unique humans. How you teach the same exercises I teach is unique to you. What are those differentiating qualities?

Are these answers on your website, in blog posts, in how you describe what you do when you are at a party or in line for coffee? These answers plus a few more we will discuss in the webinar will help you create your own personal elevator pitch that will help you market and promote your Pilates business without selling yourself in a way that feels uncomfortable.


PS click here to register for your spot for the next webinar. We will be breaking down how to show off YOU and elevate how you build the business that you desire. One hour life workshop and replay good for one week.

How to Start Becoming Known for Pilates in Your Community

How known are you as a Pilates instructor or studio in your community? You’ve got your business cards, a website, maybe you have even left some flyers at a local business. But, you are still not getting the new clients you’re want to teach. You are wracking your brain with ways to market your expertise as a Pilates instructor. And, you are posting away on Facebook and Instagram. You feel like you are doing all the things and yet it feels like it is all falling flat. So, how do you start to become known for Pilates in your community?

Becoming Known in your community is the key to rocking your business bliss. It doesn’t matter if you are an independent contractor, Pilates studio owner or you teach Pilates in your own home. The beauty of our business is that you can still have a successful business of your design by marketing some of the “old-fashioned” ways. We dove deep into this in our course and blog about “Attracting New Clients.” New client referrals and local connections go a long way when you are known for what you do best. Because they speak directly from the heart and often to people who are similar to them.

If I were to ask you who were the popular fitness instructors in your area, you could tell me. Would your name be among them? Becoming popular isn’t a contest (I know it can feel that way). It’s something in your control. When you are clear as to who you are as a teacher, whom you are the ideal teacher for and you deliver results your clients will speak for you. They will be the best marketers money can buy. And, the best part of that kind of marketing is that it didn’t cost you anything. Your clients and those who have heard about what you are known for will help get your name out there better and faster than you could with buying ads or posting flyers.

Tell me what is something unique about taking Pilates with you? What is my Pilates experience like when I take a session or class with you or at your studio? What kind of client are you the best teacher for? What results do your clients gain after working with you? You can post these in the comments below or send them to me directly here.

Having the answers to who you are as a Pilates instructor and what space you best serve is just one step in getting you Known! Let’s start taking those steps together. Join me this Thursday (replay for one week) for our next webinar all about becoming Known. It’s time you take control of who you attract to your business and for your community to know what it is you do as a Pilates instructor.

Are you ready to become known? Register here.


How to Wear Cute Pants for a Living

I don’t know about you but I hate cold calls, I hate people trying to sell me stuff, I hate flyers on my car, shoved in my hands or even in my mailbox. I despise people trying to talk to me as I am going into Whole Foods. Ok, maybe hate and despise are strong words. But, I don’t want people trying to bug me about things I don’t want. But, if you and I bump into each other in Whole Foods, if you and I are standing in a long line together at Starbucks, airport security or any line you can pretty much bet we are going to chat, have a laugh, and you will know I teach Pilates.

Not only will you know I teach Pilates but you will know where I teach and what it is to do Pilates with me. I know, you’re thinking “LL you are kind of a hypocrite.” Nope, not at all. See, when people invade my space or litter their advertisements on my car that is annoying. I don’t know who you are. Ok, great you have a product or business you want to tell me about. But, you’re not there when I get to my car. Also, most often you’re trying to tell me about your new restaurant and I’m gluten and dairy free so how do you know I am even your customer. It’s a waste of paper, their time and money.

But, in a store when you and I are in line and you say “fun pants” and I say “thanks! I love them too. I mean, if I have to wear workout clothes for a living they should be cute!” and then you say “oh, yeah, what do you do?” Well, then I’m not pushing my business on you. You invited me into the conversation. I just found a way to bring up that I wear workout clothes for a living. When I tell you “I teach Pilates down the street at Westwood Pilates have you been?” I’m not pressuring you, I am just answering your question and asking you one back. My question about if they have been to my studio will get me a couple answers: 1) have they been to the studio where I work 2) if they have done Pilates ( I know I didn’t ask that but they’ll probably answer that hidden question) and given that LA is so neighborhood-based I’ll know if that is even convenient for them.

Based on their response I have a couple options. If I am enjoying the vibe and they haven’t closed the door I can then tell them how awesome Pilates is there, invite them to come and get their card to give them the info. I can give them mine ( I prefer to take theirs so I can follow up with them). Or, I can keep the conversation going. Maybe they need more info about Pilates. Maybe they have some misguided impressions, maybe they are just visiting. The point is until my time is up I am connecting with them about what I do, where I do it and how we can do it together. It’s my mini elevator speech sans an elevator!

My most favorite workshop and role-play to do is my elevator speech workshop. See, the thing is in Pilates many teachers spend a lot of time trying to get heard among the noise on the world-wide-web. Or, they go super old school and do flyers and word of mouth (nothing wrong with this!!! You just don’t have that much control over it). But, you do have control over whom you talk to and what you say and how you say.

  1. What do you do?
  2. Where do you do it?
  3. Why do you love it?
  4. Why should they do it with you?
  5. How can they contact you or more importantly you contact them?

Best part this whole convo cost you nothing! No marketing dollars. You were just out doing your thing!

I know you think easier said than done. But, you can totally do this too! I will tell you how on April 27th in my next webinar (think Workshop on the web). Register here. If you can’t do the time or the date have no fear. I know some of you are live halfway around the globe from me and will be asleep. Some of you are down the street teaching. That’s the beauty of a “replay.” Register anyway and you’ll get an email to watch the replay (it will be up for a few days). You can send in your questions ahead of time at lesley@profitablepilates.com


PS can’t wait to watch some Business workshops? Check out my Courses here and my latest tutorials for PilatesAnytime.com here you can use my promo code LLOGAN for a 30 day trial.



Are You Marketing Your Pilates Business the Best Way

Marketing yourself as a Pilates instructor is easier said than done. When I first became a Pilates instructor, I paid way too much for a website. Not that I was robbed or anything. The site was fantastic. Beautiful! It did everything and more. Honestly, it was more than I could afford but at the time all I knew was that I needed a website and it needed to up and running before I finished my last exam. How else was anyone going to find me? Continue reading

3 Ways to Get More Comfortable Selling Pilates with You

Two weeks ago I posted “Why It’s Hard for you to Sell Pilates.” I wanted to follow up with some tips you can do today to make the process easier, more comfortable and less “sales-y.” For more help on getting new clients to purchase, client retention and marketing be sure to check out our one on one coaching, webinars, and past blogs. As promised here are some tips to help you get comfortable “selling” Pilates: Continue reading

Why it’s Hard for You to Sell Pilates

I get it; you want Pilates to sell itself. You want people to walk into the studio take a session and hand you their credit card. But, you are not getting a lot of new clients in, or you are, and they are not committing. I’ve heard all the reasons (excuses why). Ditch them. They are not serving you. Yes, there are lots of studios, lots of teachers and many are doing deals that are unheard of.

In my many years coaching Pilates teachers I have seen instructors leave great studios because they don’t want to “sell.” Well, I hate to burst your Pilates-doesn’t-require-sales-bubble but it doesn’t matter where you teach Pilates you have to “sell” Pilates with YOU to stay in business. Continue reading

Do You Have the Body for Pilates? Busting some Myths

I fell in love with the practice of Pilates in 2005. Three years later, I became certified to teach. In working with clients since 2008 I’ve learned that there are a lot of misconceptions about who can/cannot practice Pilates. (If you don’t have the time right now to read this entire post, let me tell you upfront that every body—yes, every body! —is a Pilates body.) Keep reading to get the 411 on who can/can’t do Pilates: Continue reading

Sandy Shimoda: Build a Personal Elevator Speech and Stay Current in the Ever-Evolving World of Social Media

(Today’s guest post is written by Sandy Shimoda, owner of Vintage Pilates, in Los Angeles. has been a private student of Jay Grimes since 2004, and opened Vintage Pilates with the hope of providing a place for students to access the wealth of understanding that Jay has to offer. I have conducted a workshop for Sandy’s instructors, and I asked her to write about the experience and how it benefited her team.) Continue reading

Talking Pilates with a Capital “P”

Within the first 30 seconds of meeting someone new, chances are that I will share how I became hooked on Pilates from my very first class; quickly shifted my career path to becoming a Pilates instructor; and that I now dedicate a large portion of my time to helping other Pilates instructors and studio owners hone their business model. Continue reading

Client Referrals: Identifying your Ambassadors (3 of 4)

We already know I am a big fan of my hairdresser. While so many of my referrals continue to see her on a very regular basis (often more than I), they are not all shouting from the rooftops about how amazing she is. Why is that? Your clients love you or they wouldn’t come back week after week, package after package. So, what makes some shout and others zip up? Continue reading

Client Referrals: Reward Your Ambassadors (2 of 4)

Welcome back to another challenge in Client Referrals. Several of you have emailed me on your progress.  Client referrals do not happen over night. Once you let yourself off the hook on the pressure to get those referrals “yesterday” you can start planting the seeds of referrals today. Continue reading

Client Referrals: How To Get Them (1 of 4)

How do I get more clients? How can I get more people to know my studio exists? What’s the best way to get client referrals? These questions are in my inbox, brought up on phone meetings and asked at my workshops. Whether you are a Pilates Instructor or Studio Owner, an inflow of clients is necessary for building your business and for maintaining consistent business. Continue reading