If This Studio Owner Were My Client, 4 Specific Items I Would Invite Them To Explore

Back in 2016 when my cycle class was to be featured on a USA-app-store-only (proper music licensing!) fitness app, I clearly remember a well-intentioned friend saying to me: “Are you sure you want your class out there for anyone to copy?”

I considered this for a moment.

Then I did my best to shed the NYC Early Boutique Fitness Studio Wars mentality on which I was “raised” from back when I completed the entire SoulCycle instructor training in 2011.

And I replied:

“It doesn't matter. Someone could write down every song I use, the order I use them, the plan for the class, the cueing & coaching verbatim from my recording be it inspiring or directional…rip it off word-for-word for their own class. 

I have nothing to worry about: they are not me.”

I recently heard from a single-modality fitness studio owner who offers an excellent proven product. Their doors have been open a healthy amount of years & up until recently, have little to no “competition” in their city in their modality. Until this conversation, they have rightfully displayed confidence in their offering & abilities.

Like a few other first-to-market studios, their studio's classes have set the tone well for their specific workout in their region.

[And it is my opinion there is a studio (and instructor!) for everyone.]

This owner mentioned to me that an upcoming studio's class product will be exactly the same as theirs…Noel Nocciolo the above story about my class on an app is why I don't agree.

Their brand offers a special, specific format.

They consistently innovate & invest into their product development; their instructors.

They are not their competitor.

Even if there is overlap with terminology or programming…their competitor is not them, either.

If this studio owner were my 1:1 consulting client, here are 4 specific items I would invite them to explore:

(Reply & let me know if any resonate with you!)

1. Taking a gigantic figurative step back & look themselves in the mirror & say “I own a great studio, with an exceptional product. We pay our bills on time, we compensate our instructors fairly, we offer continuing education, we have good relationships with our landlords & equipment suppliers & we have great operating procedures at our spaces.”

[And if some aspects were untrue…we would begin there to make positive adjustments!]

2. Their marketing messaging via email newsletters & social media. Is every written client touch-point or moment of education accurate and speaking clearly to their clients? Is this studio showing they are the best at what they do? We would look at it all, together & I would weigh-in with written revisions of where they could be stronger/punchier and/or I'd be referring them to an excellent boutique fitness marketing coach from my network.

3. When was the last time their Employee Handbooks were revised? And when was their last all-hands team meeting to practice every client-facing moment in their customer journey/Standard Operating Procedures? & then suggest the template I dropped for purchase on my website, depending on their answer.

4. If they were my client, I would re-direct them to my Audit (←- linked here or reply if you've lost yours & want it re-sent!) specifically where I ask to hop into classes on the schedule from the most popular to least popular instructor & note down if everyone is using the same words for internal-studio-vocabulary or not. Depending on what was uncovered, I would suggest using one of the annual instructor team mandatory workshop weekends for a brush-up & team builder.

Reply if I can help you with any of these items OR if you have thoughts to share.

I hope you have a great rest of your week!

Noël 

P.S. Remote ways to work together are here.