5 Tips for running a successful Pilates Studio
At the recent PAA (Pilates Alliance Australasia) Conference, I co-moderated a round table for Pilates Studio Owners - One of the questions I put to the group was: ‘Who started their studio because they loved teaching and conversely: who set out to ‘create a business’ first?’. The answer was overwhelmingly clear - the studio owners launched their businesses because they wanted to be of service first, opening a studio was the means to an end to do that.
What I glean from this is: Pilates Studio Owners are purpose driven, first and foremost. The desire to impact our client’s lives for the better drives their business.
If you’re in the trenches of running a studio, you already know, running a Pilates studio can be incredibly rewarding, but it also comes with its challenges (trust me, after 10 years of running my studio, I’ve experienced a few!). Between managing clients, staff, marketing, and your own teaching, it’s easy to feel stretched thin.
I’ve spent quite a bit of time pondering the areas of business that make the most impact to my bottom line, these five core areas make the biggest difference. These are my five pillars of coaching, and they’re my foundation for creating a sustainable, thriving studio.
1. Clarity and Direction: Know Your Vision
A successful studio starts with a clear vision and a purpose-filled Mission. Ask yourself: Why did you open your studio, and what do you want it to stand for? Having clarity on your values, goals, and ideal clients gives you direction and helps you make decisions with confidence. Without it, you risk chasing every new idea and losing focus.
In the first few years, I felt the pressure to follow trends that were ultimately going to pull my focus. It takes discipline to not jump on the ‘next big thing’ especially when you see other studios successfully do it. I recommend writing down your vision and revisiting it regularly, it should guide everything from your pricing to your programming to your client journey.
2. Attracting and Retaining Your Ideal Clients
Marketing isn’t just about filling classes — it’s about bringing in the right people and keeping them for the long term. We’ve all been there: when a client comes into our studio that isn’t the right fit, they generally end up sucking up more energy than the clients that are the right fit.
Focus on building genuine connections rather than quick sales. Share your story, highlight your amazing client’s success, and use values-based branding to stand out.
Remember: it’s cheaper to retain an existing client than to attract a new one (it’s 5-7x more expensive to find a new client than keep an existing one). Invest in loyalty-building strategies like consistent communication, client appreciation, and high-calibre service that makes your clients feel valued.
3. Balanced Leadership: Lead Without Burnout
As a studio owner, you set the tone for your team and your clients. Leadership doesn’t mean doing everything yourself — it’s about creating balance. A burnt-out leader can’t inspire others (I know, I’ve been there on more than one occasion - for the first few years I barely took any time off and it took it’s toll on me both personally and professionally).
Delegate where you can, create clear processes for your team, and give yourself permission to step back when needed.
Balanced leadership isn’t selfish — it’s essential for long-term success. The fact of the matter is this: If you don’t set those boundaries for yourself, you’ll find yourself eventually resenting your Pilates business. Not something a purpose driven studio owner needs!
4. Streamlined Business Operations
Behind every thriving studio is a set of smooth systems. From scheduling, payment systems, to onboarding new clients, your operations should be as stress-free as possible. Streamlining doesn’t mean you need the fanciest tech — it means choosing tools and processes that save time and reduce friction for both you and your clients. Regularly review your systems and ask: Is this helping me serve my clients better, or is it draining time and energy?
If you’re thinking seriously about changing your scheduling CRM, take into account the disruption it may cause, short term especially - do you have the time to deal with it? I’ve tried changing twice, and it almost did me in! I ended up staying with my original software, the grass isn’t always greener!
5. Mindset is everything
Even the best Pilates studio owners need support. Whether it’s through a mentor, business coach, or peer network, your mindset keeps you on track and helps you see challenges from new angles. Surround yourself with people who understand the unique demands of running a Pilates business. Having support means you don’t have to navigate every decision alone and it ensures your growth is sustainable.
Entrepreneurship can be the most effective personal development out there. It will challenge you in ways you couldn’t even imagine. Although it may be unreasonable to think you’ll be able to breeze through the day to day running of your studio with a positive mindset all the time, (you’re human) sometimes you’ll have bad days, weeks or months. Make getting the right support a non-negotiable for yourself and your business. This has been absolutely crucial for my business success.
Final Thoughts
Running a successful Pilates studio isn’t just about teaching great classes (although quality teaching will never go unnoticed by your clients) it’s about building clarity, connection, balance, strong systems, and working on your mindset. By focusing on these five areas, you’ll not only grow your business but also create a career that inspires and fulfils you while transforming the lives of your clients.
👉 If you’d like guidance in applying these five pillars to your own studio, explore my NEW 6 MONTH PERSONAL COACHING PROGRAM ‘ FROM BURNOUT TO BALANCE at Kim Paxton Coaching.
