As the owner of Power Pilates UK, which celebrates its 10th year anniversary this October, I am often asked by trainers how to start a Pilates studio. So here are the most important lessons I’ve learned so far that you can apply to your own Pilates Studio business plan!
Know your Stuff
Start by going to as many studios and classes as you can to find out what works and doesn’t. Ask yourself what you would want to see and experience as a client, from the initial signing up process, to the trainers, the classes and the studio facilities. Then bring all of the best elements together to create the best Pilates studio.
Build up your clientele
Don’t go straight from getting your qualifications to launching your business to start your Pilates studio. Start small, hire a church hall or a space within a gym where you could have access to their clientele. By starting small, you learn the business with much lower stakes. You will gain experience teaching and how to run classes as well as insight regarding managing clients.
Hone your style!
Take this time to find your style of Pilates, what resonates with you and what style you enjoy teaching. Hone your style, don’t be afraid to think outside the box to make you and your studio more unique. Allow yourself to make mistakes and discover who you are as a Pilates teacher and business owner before you commit to it.
Research Your Studio Location!
A vital element to your Pilates Studio business model is thinking about the area you’re in. Is it saturated with Pilates and fitness studios already? Does it have the right clientele; do you live in a small village with mostly over 70’s, or is it a younger crowd?
Pilates is a fairly expensive fitness regimen, so consider if the local demographic can afford it, this will dictate your pricing. Also, find a space that is going to be in a prominent footfall area so you can get passing trade.
Cost it up!
The main expense within a Pilates Studio Business model will be the reformer machines themselves and any initial renovation costs. So finding a clean, spacious area within a building that has toilets and changing rooms would be ideal to cut start up costs.
In terms of décor, keep it simple but do think about style. Pilates attracts an affluent clientele and the surroundings should be a reflection of this, so make it inviting. The best Pilates studios have soft lighting, calm interiors, and maybe a few plants to match the Pilates vibe.
Attracting new clients
Introductory offers are the ideal way to bring in new clients, so make it enticing for people to try. We offer two classes for £30 because sometimes reformer Pilates is so different people often need that second go to feel more confident.
Always check out the competition and see what they’re charging. And with so much competition these days, membership offers are the way forward. Buying a package doesn’t commit clients enough. So 4, 8 and 12 classes-a-month membership over 3 months or 12 months I find is a good Pilates studio business model.
Work Out Your Budget
Calculate your monthly costs and estimate how much you will make in the first 3-6 months, this way you will be aware of what you need to cover in terms of rent, utility bills, and teachers. I advise you ask the landlord to agree to a scaling rent, so it increases gradually, therefore, the rent grows with the business.
Don’t burn yourself out!
For the first month I taught every single class, two in the morning, two at lunch, and two in the evening. Be prepared to put the work in at first, but make sure you have some good, reliable teachers as you get busier as you do not want to burn yourself out. The teachers are representing you, so they need to be good at their job as well as respectful and polite to clients.
When asked how to start a Pilates studio I often say finding teachers is one of the hardest obstacles. I discovered mine mainly by advertising to my fitness community on Instagram. Train them well and choose wisely; reliability is one of the key elements. If they suddenly let you down, then it’s you who will get the last minute call to cover the class when lying in bed on a Sunday morning!
Protect yourself: Contracts and Studio Rules
This applies to both teachers and clientele and is a vital one for your Pilates business plan template. The best Pilates Studios get teachers to sign a contract so they’re exclusive to them in that area at least and include a clause that when they leave they won’t take your client list with them. One months’ notice for organising holiday cover is also advisable and two months if they wish to leave so you have time to find a replacement.
For clients, I find a 24hr cancellation period is essential, as Pilates is a small group class, you will no doubt be at a loss if the cancellation period is much less. As long as clients know they will be charged (with allowances made at your own discretion) then they should respect the rules you put in place.
Be Social!
Having a social media presence is vital in this day and age, whether you enjoy posting or not! If it’s really not your thing, then employ someone to deal with the social media. But your studios online presence can be free marketing if you get it right. In fact, I’ll do a separate blog on that, if you’re interested in how I grew my Pilates social media following to 145k on Instagram.