From Passionate Dancer to Pilates Studio Owner: Part 2
Re-evaluating Business Expansion to Preserve Work Life Balance
Realisation and Reflection
As Jane gained momentum with the plans for her boutique Pilates studio, a growing sense of unease began to overshadow her initial excitement. The detailed business models and understanding from her evening classes and consultancy sessions made her realise that scaling her business could potentially create a 'monster.’ A business that demanded more than she was willing to give, particularly in terms of her time and presence away from family. At first she internalised her thoughts and did not share with her consultants and it build up a lot of anxiety which she also did not feel she could share with her husband who had been so supportive of her abilities to make her business vision happen.
Initial Vision Clashes with Lifestyle Values
Jane's vision of a larger studio with a group Reformer room and additional private spaces was compelling. However, it brought with it the realisation of significantly increased operational hours and responsibilities that extended well into evenings and weekends: times she cherished for family. This understanding led to a pivotal moment of self-reflection, where Jane began to question whether the pursuit of business growth was worth the potential sacrifice of her current lifestyle benefits.
Consultative Intervention: Needs Analysis
Eventually Jane vocalised her concerns to us and recognising the dilemma this was causing Jane, the consultancy suggested a thorough 'needs analysis' to align her business aspirations with her personal life priorities. This process was crucial in transforming Jane's vision from merely expanding her business to shaping a business that truly reflected her values and lifestyle needs.
Articulating Personal and Family Goals
Jane was encouraged to go away and spend time with her husband to articulate clearly what was most important to her and her family. Time, Money, Aspirations were all headings to be covered. This included being available for her children after school, maintaining her presence at home in the evenings and school holidays, and limiting work commitments on weekends. These priorities were crucial inputs in redefining her business model. We suggested to Jane that she only needed at this time to look 3 to 5 years ahead and she could reshape a business plan later when her children were independent should she then wish to do so.
Balancing Aspirations with Practical Realities
The consultancy facilitated sessions where Jane could explore the practical implications of her initial business plans against her lifestyle goals. This involved discussing potential trade-offs and reassessing her operational strategy to find a balance between growth and personal commitments.
Transitioning to a New Vision
Through the ‘needs analysis’, Jane realised that while she sought more challenges and opportunities, she did not want to lose the essence of what made her current setup fulfilling. This epiphany led to a strategic pivot in her business planning process.
Revised Business Model
Instead of a full-scale studio operating across extensive hours, Jane opted for a more contained approach. She planned to run her studio primarily during weekday mornings and early afternoons, times that suited her and her current at home studio target clientele, those who were available during off-peak hours like retirees and home-based professionals.
Utilising Peak Times Without Personal Involvement
To address the demand during peak hours without her direct involvement, Jane considered hiring trusted instructors or renting out the studio space during evenings and weekends. This strategy ensured that the studio remained productive and profitable without encroaching on her family time.
Operational Efficiency and Strategic Delegation
Jane carefully considered the option of hiring a manager to oversee the studio during her non-working hours but ultimately decided against it. She preferred to maintain direct control over her business without the complexities of managing additional staff. Instead, she chose to enhance her existing business model by scaling up the successful elements.
Studio Utilisation Plan:
Jane structured her week to focus on conducting group reformer classes and several private sessions from Monday to Thursday, during her preferred hours of morning to early afternoon.
Her Friday mornings continued to be dedicated to her popular community hall Matwork classes, which were instrumental in maintaining community ties and providing a steady client flow to her studio.
Optimising Studio Downtime:
To make the most of the studio space during evenings and Saturdays, Jane decided to rent it out to other Pilates instructors. She realised that if another studio owner offered her the chance to rent their studio during her preferred hours, she would gladly take it. This way, the owner could teach evenings while their partner handled childcare. Jane thought, why not reverse that idea and rent out her own studio during evenings and weekends?
This would not only generate additional income but also kept the studio active without her direct involvement.
The rental agreements were considered and templates structured to ensure that the studio was used in a manner that aligned with her business’s standards and quality and that she would not be undercut in price in the evenings. Jane also noted that she would need to be negotiating a clause in her lease with any landlord that allowed her to sublet to others. Her contract with her subletters would need to be able to accommodate any needs of a landlord to feel protected.
Weekend Flexibility for Additional Revenue
Understanding the potential of weekends for generating significant revenue, Jane planned a flexible model that allowed her to host or organise activities that would not demand her regular presence:
Instructor Education and Workshops:
Jane identified that there was a demand for continuing professional development among Pilates instructors in her area. By hosting certified Pilates education sessions and workshops on one or two Saturdays each month, she could provide valuable training opportunities while generating additional income.
Masterclasses and Community Workshops:
On alternative weekends, the studio could be used for masterclasses or workshops, either run by Jane herself or rented out to other professionals. This not only diversified the studio’s offerings but also strengthened its position as a community hub for wellness and fitness education.
Financial Projections and Business Viability
With the new operational model, Jane used the consultancy to generate financial forecasts, and these were promising:
Term-Time Work Structure:
By operating her business intensively for three 12-week terms per year, Jane effectively managed her workload while ensuring consistent revenue. This term structure also allowed her breaks to align with school holidays, maintaining her commitment to family time.
Revenue Streams and Financial Goals:
Forecasts indicated that with seven reformer stations running group classes and private sessions during her operational hours, along with the strategic use of the studio for rentals and educational workshops, Jane could realistically achieve an annual income of £80,000 to £90,000.
The rental income alone was projected to fully cover the annual lease costs of the studio (£25,000 to £30,000), effectively making Jane’s direct Pilates teaching and workshop revenue pure profit.
Through strategic business planning and the setting up of two businesses one holding the lease and subleasing to herself in the mornings and to others at the other times and a second business reflecting her income from her clients. Jane was shown that she could maximise her return by avoiding exceeding the VAT threshold in either business
A Tailored Approach to Business Success
Jane's thoughtful recalibration of her business model exemplifies how entrepreneurs can align their professional aspirations with personal values. By maximising her studio's potential through strategic planning and optimal scheduling, Jane created a business plan that not only met her financial goals but also supported her lifestyle priorities. This careful balance of personal and professional objectives ensured that her Pilates studio could thrive without compromising the work-life harmony that was crucial to her well-being.
Are you inspired by Jane's journey or thinking about starting your own Pilates studio? Contact us to see how we can help turn your passion into a successful business venture.
Read Part 3 of Jane’s story to see what happens as the business moves from plan to reality.
Author: Chris Onslow - Pilates Consultant
Chris Onslow, has run Pilates focussed businesses since 1998. He and his team specialise in supporting Pilates entrepreneurs and business owners. With a rich history of owning and running successful Pilates studios in the UK, and supporting others in Europe and the Middle East, Chris has broad expertise in maximising profitability and optimising operational efficiency. His agency provides top-tier advice on selecting new, pre-owned, and hireable Pilates equipment from renowned brands such as Align-Pilates, Balanced Body or Stott-Pilates/Merrithew. As the founder of Mbodies Training Academy, Chris continues to revolutionise Pilates education, offering premier online and hybrid CPD and qualification courses for Pilates apparatus instruction and special population CPD.