Pilates Studio Owners: Build for longevity, not trends…

My go-to channel these days isn’t Netflix or Prime. Nope, I’ve been hanging out with Youtube. Although I have been watching a lot of #vanlife videos of late (you know, when people take their life on the road in their super decked out Van’s) I’ve also been watching a lot of thought leadership content that inspires me and gives me pause.

This week I happened upon a great video with Seth Godin - commonly known as the ‘Master of Marketing’ and one of the things that stood out to me is his message about creating trust and delivering your service authentically. 

His take on marketing is that it’s about serving a specific group of people by creating something meaningful for them, not about appealing to everyone. This idea, called “Permission Marketing’ is the idea of earning attention through trust and value.

This really hit home to me. As a Pilates business owner, I work hard to create an environment for those people that are looking to move and feel better - and my vehicle for that is Pilates and Gyrotonic. We say that Pilates is for everyone (and I believe that wholeheartedly) but really, for those seeking better health - Pilates is only one option of many, to choose from. 

Given that there are so many choices in how people spend their money in the pursuit of health - how do we cut through the flashy, hype driven fitness messages that abound in every aspect of the internet and make ourselves known?

By playing the long game. 

It isn’t necessary to compete on trends and the latest tik-tok viral sensation - it’s about delivering authenticity and that takes time, connection and trust. Because here’s the truth: if the way you market your studio doesn’t feel authentic to you - it sure won’t feel that way to your prospective clients either. If you are looking to build a studio based on your values, and attract those who are looking for a quality offering, then you know this is where you can shine.

It’s so easy to get sucked into the vortex of keeping up, doing more, worrying that your message is too quiet compared to others - but is this the audience you’re looking to attract anyway? Trends come and go, but I believe (and all the studio owners I’ve spoken to feel the same) our strength lies in the quiet work we do with people. Change takes time  and as the client becomes more immersed in the method over time, so does their ability to reap the rewards. It isn’t about promising a quick fix - and competing with the ‘harder, faster, better’ philosophy, but by remembering your values as a Pilates Studio Owner and being honest about the transformations we provide.

Word of mouth is always going to be a powerful way to attract the right people, and if we can offer a consistent service that deserves trust - then people will talk about us and that’s how our influence grows.

Remember: Building trust is a long game - so trust the process.

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