From Passionate Dancer to Pilates Studio Owner : Part 3
Sustaining Success and Overcoming Challenges in Jane’s Pilates Studio
The Studio
Jane used statistical analysis of census data to pinpoint a couple of areas that maximised her target market: Affluent retired and higher income professionals working from home. Jane now has a studio in one of the pinpointed areas; it is 2. 5 miles from Jane’s home and has on road free car parking as well as a free car park associated with the 3 retail units, with space for 16 cars.
Jane collaborated with us to identify the ideal space and secured a ground-floor retail unit in a small shopping and housing area. Previously a beauty salon, the unit is flanked by a hairdresser and a 7-11 convenience store, with residential apartments above. The space is 20 feet wide and 30 feet deep, with 25 feet usable for her studio, and the rest allocated to a WC and kitchenette.
Jane sacrificed a privates room to open the entire space, and she has 8 Reformer stations four on each side of the room with a small walkway up the middle. Jane opened with Reformers with Towers and held back on Chairs and ‘Club Pilates’ style accessories - although there is room for all of these if deemed necessary later. There is one Pilates Wunda Chair and a range of small accessories for one-on-one work.
Refinement and Growth
As Jane enters the third year of her boutique Pilates studio, the business is thriving with a clear strategy for client retention, operational efficiency, and sustainable growth. Having retained our consultancy services with a monthly consultancy package, Jane benefits from ongoing management accounting, problem-solving, and the ability to pick up the phone and share thoughts or brainstorm issues or ideas, allowing for meticulous oversight of her business's financial health and operational metrics.
Successful Membership Model and Financial Strategy
Membership and Revenue Management
Jane implemented a 12-month membership package that spreads the cost of classes across the three 12 week school terms established for her work/life balance. This approach has not only improved cash flow but also significantly boosted client retention, providing members with a sense of commitment and belonging.
Membership is currently £75,00 per month – offering one class a week there is no discount for two or more classes a week. Given she is operating 36 weeks of the year a class is currently £25. 00 per class.
By limiting the number of memberships to stay below the VAT threshold, Jane manages her financial obligations smartly while maximising profitability.
Insights from Financial Forecasts
Utilising three-way forecasting, which includes cash flow, profit and loss, and balance sheet projections, we've helped Jane identify key financial and non-financial drivers of success. This analytical approach allows us to pinpoint areas of strength and address any shortcomings effectively as we compare actuals and projections on a monthly basis, and have quarterly 2 hour management meetings with Jane to review and adapt.
Operational Dynamics and Staffing Solutions
Staff Collaboration and Rental Agreements
Two of Jane's trusted colleagues from her home-based business have transitioned smoothly into her studio. One rents the studio during 3 weekday evenings and Saturday mornings, providing a stable additional revenue stream and emergency cover for Jane’s morning sessions.
A local physiotherapist, who offers clinical Pilates, rents the studio for two evenings a week, integrating the two evenings of Pilates offerings with a medical wellness approach for her physiotherapy clients. The physiotherapy clinic is less than a mile away. This partnership not only broadens the studio's client base but also enhances its reputation in the health and wellness community.
The evening rentals have an agreement that the cost per session is minimum £25 this year so there is no price undercutting.
Marketing Evolution and Client Engagement
Challenges in Marketing
Initially, Jane's efforts to market the studio through her matwork clients and local advertising yielded underwhelming results. Social media efforts were not capturing the targeted audience effectively, which led to a re-evaluation of her marketing strategy.
Strategic Marketing Partnership
To address these challenges, Jane engaged a marketing agency specialising in clinicians and Yoga/ Pilates studios. She heard about it through the physiotherapist. This agency now costs approximately 5% of her revenue but significantly enhances her marketing reach. They provide social media management, lead generation, and act as a virtual receptionist, managing calls and bookings directly through Jane’s CRM system.
This partnership has not only alleviated the burden on Jane’s time, allowing her to focus more on her family and teaching, but also improved client interaction and satisfaction with technological support for booking and class management.
Client Retention and Community Impact
Building a Community
With occupancy rates reaching 60% by the 10th month and climbing to 80% by the 16th, Jane has begun a waiting list, signalling strong market demand and client satisfaction. Her focus on creating a community around wellness and personal growth has resonated well with her clientele.
Monthly wellness workshops and collaboration with local health professionals have made her studio a central hub for health and wellness in the community and she has networked with a nutritionist, an acupuncturist, Stress management specialist as well as several Pilates instructor associates to run workshops and masterclasses.
Future Prospects and Strategic Direction
Looking forward, Jane is exploring the possibility of expanding her educational offerings, potentially developing a Pilates instructor training program supported by Mbodies Training Academy who would provide accreditation and online course materials to allow hybrid learning with the online for the theory components and the face to face for the practical and assessment. This could further establish her studio as an educational leader in the Pilates community and open up new revenue streams.
Jane continues to balance her professional ambitions with her personal life effectively. The operational adjustments made over the past three years have ensured that her business supports her family commitments without overwhelming her.
Jane’s Pilates studio exemplifies how a well-thought-out business plan, combined with adaptive strategies and solid operational management, can lead to a thriving business that fulfils both professional and personal life goals. Her journey from a passionate dancer to a successful Pilates studio owner continues to inspire those looking to turn their passion into a viable business.
Are you inspired by Jane's journey or thinking about starting your own Pilates studio? Contact us to discover how our consultancy can help you achieve your business dreams with tailored strategies and expert guidance.
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.