studio business

Who Are Your People?

There is a romanticized notion of entrepreneurs being self-made. Single-handedly changing the world.

Stepping alone into the unknown and rising to every single challenge.

Spring Three | Marketing For Fitness Studio

It’s not wrong, but not entirely accurate either…

(To me, it sounds exhausting actually!)

While it might seem that industry successes are unstoppable pioneers (at least that’s what their instagram feed will have you thinking) the reality is that there is a team behind them pushing them, or pulling them to the top.

Now, don’t misunderstand me - I have MEGA respect for anyone who takes the leap into business ownership. It takes courage, purpose and ambition.

And while successful enterprises may be driven forward by a single leader, that person isn’t usually completely alone. 

As an entrepreneur in the wellness and fitness world (or any business), you need people around you.

People at the end of the phone, people who you can take a walk with or meet over coffee. A support network of co-workers, industry peers, business partners, spouses, family, friends and connections who can bounce idea off of. People who champion your efforts, cheer you along and help you work through challenges.

These people also help to keep you accountable, raise concerns that you (the entrepreneur) may have overlooked and give you honest (but necessary) feedback.

Maybe they ask questions, make you think… and share a new perspective.

Hopefully some of your people have industry experience, understand your business and give you valuable tips about what works…and what doesn’t. These people are the bomb ;)

Regardless of who you have around you. You need a support network.

Business thrives on collaboration, networks and partnerships.

And so do you.

More than business growth, I’ve experienced so much personal growth from connecting with people who I respect, who I can learn from and who I think would be good people to be around. 

They say you are the average of the five people you surround yourself with most - maybe this is true…maybe not - but people DO inspire you and influence you in SO many ways.


Finding the right people to join you on this journey is invigorating personally and professionally.


Who is on your team? 

Who is missing from your team?

P.S. If you don’t have a team but wish you did, I’ve been working on something for a while that you will love. We want to bring together a small ambitious group of studio owners who seek stronger connections with people they can learn from, be inspired by, and get real honest feedback from.

Think 6 months of live calls filled with learning, sharing, listening, Q&A, discussions and accountability check-ins. Offline, you'll get access to a private forum, guides, templates and tools that you can use to help you build your studio business.

And the best part is that this has been a collaboration from the beginning. Inspired Studio Mastermind was an idea born long ago between myself and two lovely studio business consultants who are smart, ambitious and know this industry inside out. Find out more here: www.inspiredstudiomastermind.com


State Of Wellness: Trends Report

Spring Three | business trends

Did you know that the 10 markets that make up the wellness economy are now worth $4.2 trillion!



Over the past 2 years this has grown 12.8% and represents a whopping 5.3% of global economic output.



These are big numbers. As you know - there has been a shift toward integrating movement and wellness into everyday life and this move towards prioritizing wellness is changing the shape of our industry and the habits of consumers.



So… what makes up wellness?



The Global Wellness Institute focused on 10 specific categories for their research:



Personal care and beauty: $1.082 trillion

Healthy eating, nutrition and weight loss: $702.1 billion

Wellness tourism: $639.4 billion

Fitness / mind-body: $595.4 billion

Preventive and personalized medicine and public health: $574.8 billion

Traditional and complementary medicine: $359.7 billion


Wellness real estate: $134.3 billion


Spa economy: $118.8 billion


Thermal / mineral springs: $56.2 billion


Workplace wellness: $47.5 billion


Spas, wellness tourism, and wellness real estate were shown to be the fastest-growing sectors over the last two years. But, many of the categories above blend together as the industry moves even more towards delivering a complete and rounded experience for it’s consumers. Just like you might have contemplated adding spa or nutrition services to your studio offerings.



The big players are doing the same. 



With Peloton bikes inside hotel rooms and Exhale (barre and spa) being purchased by Hyatt Hotel group, fitness and travel are merging because of consumer demand and habits.



Another area prime for big growth is workplace wellness. Some large companies recognize the benefits (think increased productivity, less time off) of integrating fitness and wellness into the workplace, but there is so much more that can be done.



What we know is that people who engage with group exercise feel more fulfilled than those who do not by nearly 30%



You can relate to this - you know your clients feel this way about your business.



Regular group fitness participants also report closer relationships with family and friends, enjoying their work more and finding time for play and having fun.



We know that consumers are seeking a more connected and holistic approach to balance the stress and pressures of every day life - perhaps this is why Yoga has grown in popularity - the number of people practicing yoga has increased 54% in the last 10 years!


Let’s dive into some more details on the fitness industry:


The average age of Yogis is 36 and nearly 20% are male.

We know also know that a younger population favor more intense exercise with HIIT being the most popular amongst the millennial generation and a low impact spin class is a firm favorite across all ages.



The average American spends $87/month on health and wellness, but those who engage in regular workouts spend significantly more. Top spenders are CrossFitters spending an average of $187/month on health and wellness, Yogis average the lowest of those surveyed - but still spend $131/month. 



The average income of those in the survey was $73k - with top earners choosing HIIT as their favorite workout and averaging $82k in annual income. 



On the boutique business side, there is more really interesting data… 50% of boutique wellness businesses generate in excess of $300k in revenue every year with 16% making over $500k. The average revenue for boutique fitness studios was $289,000. Nice work folks!



What about spending? I know many studios spend $249/month or less on marketing - that makes up 18% of studios. But the average marketing budget each month is $783! On average in fitness, the marketing budget is 3.4% of total revenue. Perhaps that will help guide your budget for next year?



How about staff? These are the numbers that really surprised me… of those fitness studios surveyed, the average staff size was 14 in total, with around 8 full time staff and 6 part time staff.



One last piece of data for you - only 27% of American adults visit a group fitness facility regularly - even less visit 1:1 fitness services.



So, despite these big growth numbers, there is still plenty of opportunity to continue to engage with new clients and growing your studio business.



Of those who use the MIndBody app, 80% go to group classes 2-3 times per week or more. Making booking as simple and easy as possible really helps to get your clients to be more engaged in your business.



Personally, I love to see data like this. I think seeing the bigger trends can help us all understand consumer thinking and behavior across the industry and help drive and guide better decision making within business. It can inspire us all to create more innovative methods to help clients further engage with wellness and help you become an industry leader who stays ahead in this multi-trillion dollar industry!



What do you think of these numbers? Do they represent what you see? What questions do you have?





Sources: MindBody Wellness Index Survey 2018, Global Wellness Institute,