Fitness Career Mastery Podcast: Group Fitness | Personal Training | Studio & Gym Business

Ashley Marand Iwanicki is the founder and CEO of The Collective Studios, a boutique fitness brand in New Hampshire that's redefining what it means to lead with purpose, build community, and create experiences that actually move people. In this powerful conversation, Ashley shares how a vivid dream sparked the vision for her studio, what it means to build a brand rooted in expansion and belonging, and the bold leadership decisions that helped her scale with soul. As a Fitcarma brand, Ashley partnered with us to clarify her message and elevate the Collective Studios identity into something bigger than a studio—it's now a brand people feel. In this episode, we go behind the scenes of what it really takes to build something that resonates on every level. You'll hear us dive into: The moment she realized fitness had to be more than workouts How Collective Studios blends performance with purpose What it really takes to develop a high-performing, empowered team The systems that drive consistency and connection across locations Why staying in the messy middle is part of the magic And how transformation begins with creating the conditions for people to return to themselves This episode is part of our new Brands That Move People series, where we spotlight founders who are doing things differently—and doing it well. If you're a studio owner, instructor, or creative leader in the fitness space, this one will leave you fired up.

Episode Description & Show Notes: This week, a fitness influencer went viral for saying people over 200 pounds shouldn't be allowed in Pilates class—and that instructors with a “gut” shouldn't be teaching. Yes, she deleted the video. But the damage was done. Thousands of people agreed with her. This is the fitness industry we're still up against. And in this episode, we're not just pushing back—we're burning the whole narrative down. We break down 13 research-backed reasons why building your fitness brand around body transformation isn't just unethical—it's lazy, outdated, and costing you money. What we cover: Why transformation-based branding leads to low retention and high churn How extrinsic motivation backfires (and what the neuroscience says) The impact of shame-based messaging on mental health How to actually build emotional loyalty that fuels long-term growth Why purpose-driven brands scale better—and feel better This episode is part reckoning, part guidebook. We brought the science, the lived experience, and the tools to help you build a brand that doesn't just sell workouts—but moves people. Whether you've already left the old model behind or are still working your way out of it—this one's for you. If this message resonates, share it. Post it. Text it to your team. Forward it to another studio owner. This is how we shift the industry—together.   SPRING INTO SUMMER AUDITS (Limited-Time Offer) Want to be sure your brand is saying what it's supposed to—and that your class experience is reinforcing it? Brand Strategy Audit with Barry – $150 Experience Architecture Audit with Shay – $150 Bundle both for $250 We'll review your messaging, experience delivery, and help you align your brand with what actually works—ethically, emotionally, and financially. DM us “AUDIT” on Instagram or email us at hello@fitcarma.com   Citations & Research Sources McGonigal, K. (2020). The Joy of Movement: How Exercise Helps Us Find Happiness, Hope, Connection, and Courage. https://www.penguinrandomhouse.com/books/562466/the-joy-of-movement-by-kelly-mcgonigal/ Singh, B. et al. (2023). Effect of Physical Activity on Symptoms of Depression and Anxiety in Adults: A Meta-Review of Meta-Analyses. British Journal of Sports Medicine. https://bjsm.bmj.com/content/early/2023/02/16/bjsports-2022-106195 Ducharme, J. (2022). Mental Health Benefits Are Getting Americans Back to the Gym. TIME Magazine. https://time.com/6233766/mental-health-benefits-exercise/ Inspire360 (2023). Mental Health Issues Are on the Rise: How the Fitness Industry Can Help. https://blog.inspire360.com/mental-health-and-the-fitness-industry/ Mintel (2023). Exercise Trends and Mental Wellness in the U.S. https://www.mintel.com (requires subscription access) Mindbody Wellness Index (2022–2023). Top Reasons Americans Exercise. https://www.mindbodyonline.com/business/education/blog/wellness-index Clear, J. (2018). Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones. https://jamesclear.com/atomic-habits Harvard Business Review (Reichheld & Schefter, 2000). The Economics of E-Loyalty. https://hbr.org/2000/07/the-economics-of-e-loyalty Blink Fitness. Mood Above Muscle Campaign Case Study. https://www.blinkfitness.com/about/mood-above-muscle PubMed (Tiggemann & Zaccardo, 2015). “Fitspiration” on Social Media: Body Image Effects of Fitspo vs. Self-Compassion. https://pubmed.ncbi.nlm.nih.gov/26176993/ Two Brain Business (2019). The Real Problem With 6-Week Challenges. https://twobrainbusiness.com/the-real-problem-with-6-week-challenges/ Marshall, E. (2025). Music Is Medicine: How Rhythm Heals the Body and Moves the Soul. https://musicismedicine.co Fitcarma Brand Strategy Guide (2025). Internal brand framework. https://fitcarma.com

What if your potential clients aren't lazy, unmotivated, or inconsistent—what if your brand just isn't making them feel like they belong? In this episode, we challenge one of the fitness industry's most toxic assumptions and reveal why people aren't saying yes to your studio (even when your workouts are amazing). We'll share real stories, client examples, and a practical breakdown of how to build emotionally intelligent experiences that convert. You'll learn: – Why “just show up” messaging is doing more harm than good – The difference between selling and converting – How small acts of hospitality lead to long-term loyalty – What your brand might be missing if your classes aren't full 1. Ready to attract more aligned clients and build a brand people feel connected to? Book a free North Star Strategy Session and let's map it out together: https://www.fitcarma.com/northstar/ 2. Want to dig deeper into this right away? Get access to our free mini-training: “Why Your Classes Aren't Selling Out (& What To Do About It)” Get it here → https://minicourse.fitcarma.com/

Trends aren't growing the fitness industry—they're just keeping it spinning. Despite all the buzz and innovation, only 20–30% of people consistently work out. And that number hasn't moved in decades. In this episode, Barry and Shay unpack what they call The Trend Treadmill—the cycle of constantly chasing what's hot in hopes of staying relevant… and why it's not working. If you're ready to stop chasing trends and start building something grounded, magnetic, and truly transformative—this one's for you. Inside, we'll cover: Why trends don't expand the market (and what actually does) What your clients are really looking for when they come to class How to make any format feel like the perfect vehicle for transformation Why your beliefs—not your workout method—are the foundation of a powerful brand What it takes to create experiences that build loyalty, retention, and real results If you're ready to step off the treadmill and lead with purpose, press play.

If your fitness brand isn't growing the way you want it to, it's probably not a marketing problem. It's not your logo. It's not even your class experience. It's the lack of a North Star—a core belief that guides your messaging, your experience, your team, and your future. In this episode, Barry and Shay break down what a North Star really is, how to find yours (with a dead-simple exercise), and how to use it to create consistency across your brand—even as you scale, hire, expand, or pivot. You'll learn: Why growth by default leads to burnout and brand confusion How to unify your team, marketing, and client experience under one idea Why consistency beats charisma when it comes to instructors How a studio with less experience outperformed a stacked team of experts The single most important question to ask about your business. Want to find your North Star? Download our free worksheet here:

What does your cueing style have in common with Mario Kart and a trip to IKEA? A lot more than you think. In this episode, Barry and Shay answer a big question from inside the Conservatory: How do you balance giving clear technique cues with creating a fun, immersive experience? They break down why fun isn't fluff (it's actually the key to results), how over-cueing can kill the vibe, and why great music and thoughtful experience design matter more than ever. With real stories from their early days as trainers, research-backed tips on creating flow states, and a hilarious Mario Kart training story you won't forget—this episode is packed with the mindset shifts and practical tools every instructor needs. If you want your classes to be technically solid, emotionally addicting, and wildly effective, this one's for you.

What if your fitness class was more than just a workout? What if it was a transformational journey where every client felt like the hero of their own story? In this episode, we dive deep into the Story Driven Class Experience™, breaking down how to use the Hero's Journey framework to create more immersive, emotionally engaging classes. We'll explore:

Are you unknowingly holding back your studio's growth? Many fitness business owners hesitate to define their clients' real struggles, fearing they'll sound negative or push people away. But here's the truth: If you don't define the problem, your dream clients won't see why they need you. In this episode, Barry and Shay break down the silent fear that's sabotaging your brand messaging—and how shifting your approach can instantly make your marketing more powerful. You'll learn:

After nearly a year away, we're back—and stepping into a whole new era! In this episode, we're catching you up on everything: our big move to Costa Mesa, our massive brand refresh (say hello to FitCarMa!), and the exciting changes ahead for the podcast. But the biggest news? The Make Them Feel Something Challenge. This 21-day challenge is going to revolutionize the way you teach fitness classes, helping you command attention, create deep emotional connections, and get your clients addicted to your experience—not just your workout. We're breaking down: Why attention is the most valuable currency in your class How to make your clients feel something beyond just a good sweat The secret behind unforgettable class experiences (hint: it's not the exercises themselves) How acting techniques and flow science can transform your coaching And how you can join the challenge and take your classes to the next level If you're a fitness instructor or studio owner, this episode is a must-listen. Click the link below to join the challenge, and let's make every class a transformational experience. It's good to be back. And trust us—you don't want to miss what's coming next.

Whether you're new to conducting formal and informal evaluations or looking to refine your current process, this episode is packed with insights. We discuss performance reviews' important role in enhancing your business and team dynamics. Learn from common mistakes and adopt best practices for effective feedback. From improving instructor performance and engagement to aligning business goals and identifying training needs, we cover the spectrum of benefits this valuable practice provides for the health and success of your business.   Stay tuned for a special resource: our Performance Excellence Blueprint, a comprehensive guide, and customizable review sheet for seamlessly integrating effective performance evaluations into your business operations right away.   Key Talking Points: The Critical Role of Performance Reviews: Unpacking how regular feedback enhances performance and deeply engages your team, aligning individual goals with your business's vision. Common Pitfalls to Avoid: Insightful anecdotes on some studio owners' missteps, from over-surveillance to inconsistent evaluation methods, and how these can adversely affect team morale and effectiveness. We'll share real-world examples of how not to conduct reviews and the impact of infrequent, biased, or poorly structured feedback. Best Practices for Meaningful Feedback: A guide to conducting reviews that foster growth, including the importance of preparation, regularity, objectivity, and focusing on development. The Blueprint for Success: An introduction to our Performance Excellence Blueprint, a tool designed to streamline the review process for your business.   This episode is designed to be an essential guide for any business owner looking to leverage performance reviews for team and business growth, fostering a culture of continuous improvement and open communication.   DOWNLOAD YOUR PERFORMANCE EXCELLENCE BLUEPRINT HERE: https://fitnesscareermastery.com/performance-excellence-blueprint

In this episode, we turn the traditional fitness marketing playbook on its head. If you're like most fitness professionals we speak to, you may not know exactly who your ideal client is or how to market to them in a way that communicates your value, or you have an idea of how you want to portray yourself to your people, but don't know for certain if that intention is felt and understood. The truth is that in order to clearly speak to your dream clients, communicate value and attract more of them in, there are a lot of beliefs about our industry and how we have historically marketed ourselves that need to shift dramatically. In this episode we share a recording of a recent brand strategy session that Barry had with a potential client where he took a deep dive with her into what that shift looks like.  After listening, you're going to think about how you position your value completely differently, and hopefully be on the path to take the necessary steps to attracting new dream clients confidently like a supermagnet.   What You'll Learn: The Pitfalls of Marketing Your Classes: Discover why treating fitness classes like tangible products limits who you can reach in the market. Real Needs Over Physical Benefits: Learn about the importance of the shift towards addressing people's deeper drives like confidence, energy, and overall life satisfaction, and away from abstract physical benefits like "burnt calories" "cardiovascular endurance" and "lean muscle"   We promise this episode will shift your perspective on what it means to market group fitness classes in today's world, redefine your approach to marketing, and offering insights that could redefine the way you connect with the people who need you the most.   GET THE EBOOK, AUDIOBOOK, & COURSE: https://fitnesscareermastery.com/avalanche   BOOK A BRAND STRATEGY SESSION: https://signup.fitnesscareermastery.com/yourstrategysession/

Unlock the secrets to transforming your fitness classes into must-attend events with this enlightening podcast episode. We dive into innovative strategies that go beyond traditional fitness classes, focusing on creating a unique and immersive experience for participants. Discover how to captivate and retain a broader audience by incorporating creativity and passion into your offer. Here's what you'll learn: Transforming Classes into Experiential Events: Discover how to make your fitness offerings compelling events that rival concerts or dining experiences, turning them into sought after destinations. Finding and Owning Your Niche: Learn how to identify and leverage your unique skills and passions to stand out in the crowded fitness market without relying on gimmicks. Building a Strong, Engaged Community: Find out how to create a loyal community around shared values and interests, enhancing retention and encouraging word-of-mouth referrals. Redefining the Purpose of Movement: Understand how to shift the focus of your classes from solely achieving a "fit body" to embracing movement for joy, wellness, and community building. Marketing the Holistic Benefits of Fitness: Gain insights on how to effectively communicate the mental, emotional, and spiritual benefits of your classes, moving beyond just the physical results. Developing a Powerful Brand Strategy: Get tips on developing a clear and impactful brand strategy that resonates with your target audience and sets you apart from the competition.   Download the free ebook "Why You're Not Selling Out Your Classes... (& What To Do About It)": Access this in-depth guide complete with journal prompts to help you clarify the specific problem your fitness classes solves, and how to address it effectively: The eBook: https://fitnesscareermastery.com/avalanche The Audiobook: https://urlgeni.us/spotify/eW8z7   Whether you're a seasoned fitness professional or a new entrepreneur, this episode provides actionable insights for making your classes not just a workout, but a sought-after experience that participants eagerly anticipate.

In this eye-opening episode, we delve into a crucial yet often overlooked aspect of group fitness success: the power of standardized programming in fitness studios. Join us as we explore why allowing instructors to freestyle their classes is a misstep for boutique studio owners, and how implementing structured, templated programming can revolutionize your business, as well as help set up instructors for success.   Listen as we share insights from our extensive experience, highlighting the pitfalls of inconsistency and the transformative benefits of a well-defined fitness program. Learn how standardized workouts not only enhance the client experience but also streamline instructor training and onboarding, ensuring a uniform, high-quality class every time.   Some key takeaways from this episode include: Why Standardized Programming is Crucial: Learn about the need for structured, templated programming to maintain consistency and high-quality experiences in fitness classes. Risks of DIY Freestyle Classes: Discover the challenges posed by inconsistent class experiences, and the difficulty in setting and measuring success markers for instructors. Benefits for Studio Owners and Instructors: Understand how structured systems streamline training, attract talent, and increase client retention. Establishing Effective Program Structures: We discuss how to define workout goals, codify rules and strategies, and effectively use templates and guidelines. Balancing Structure with Creativity: Find out how to infuse unique brand elements into classes while maintaining a structured approach. Impact on Instructors: Learn how standardized programming reduces instructor workload and stress, and enhances class engagement.   Whether you're a fitness studio owner eager to scale your business, an instructor looking to refine your craft, or an entrepreneur in the fitness world, this episode is packed with valuable lessons and actionable advice. Tune in to transform your approach to group fitness and steer your studio towards unparalleled success and client satisfaction.

Get ready to dive deep into the art and science of creating fitness experiences that keep clients coming back for more! In this episode, Shay, our seasoned experience designer, peels back the curtain on the number one challenge studio owners face - inconsistency in their classes.   Discover the secret sauce of "Minimum Viable Certainty" (MVC) as Shay explains its profound impact on client engagement, performance, and addiction to your workouts. Drawing inspiration from Steven Kotler and The Flow Research Collective, Shay unveils how MVC is the key to achieving the coveted Flow State in fitness.  

Uncover the Game-Changing Secret to Skyrocket Your Fitness Career... Join Barry and Shay as they unveil exclusive insights from one of Barry's recent strategy sessions, exposing the ONE elusive factor holding back fitness professionals from achieving unparalleled success.  Discover the 'why' behind this obstacle, unravel its mysteries, and gain actionable strategies to shatter it. Don't miss out on the career-altering revelations that can transform your journey in the fitness industry. This episode is your passport to breaking barriers and unlocking the true potential of your professional life!   Download your copy of Why You're Not Selling Out Your Classes (& What To Do About It!): https://fitnesscareermastery.com/avalanche

This episode is the audiobook version of an ebook we wrote called 'Why You're Not Selling Out Your Classes (& What To Do About It!)' where we summarize what we feel is everything you need to know about what it takes to easily and confidently attract more of your dream clients. As you listen, you'll notice that at the end of each section are some journal prompts to help you take action and implement what you learned into your own business. To download a copy of the ebook for free, and also gain access to an in-depth mini-course called 'How To Attract An Avalanche of Your Dream Clients' (also 100% free), go to fitnesscareermastery.com/avalanche. In this ebook you'll learn: 4 Foundational steps to finally achieve sold-out classes like clockwork. The mistake you might be making that leads to appealing to only 3% of the market. Why marketing your workout is holding you back from getting more clients than you can handle. How to stand out as the perfect solution to your dream clients by capitalizing on what makes you unique. Finally, ditch throwing spaghetti at the wall and hoping it sticks when it comes to client acquisition.   DOWNLOAD YOUR FREE COPY & GAIN ACCESS TO THE MINI-COURSE: fitnesscareermastery.com/avalanche

In his book Hero on a Mission, Donald Miller describes 4 main character "archetypes". The victim, villain, hero, and guide. In your fitness career, you play three of those four parts at some point, as you move through your different "Eras" This episode was inspired by Miller's book, and today you'll learn how recognizing what era you (or others in the industry) are in will help you with: • Understanding and owning your capabilities so you can avoid burning out, and know what to expect from yourself. • Ensuring you're showing up in a way that serves your clients the most (and keeps them around) • Finding mentorship and understanding who is the right person to take you where you want to go.   Learn the '7 Steps to Sold Out Classes' ​ Over 7 days you'll get research-backed tools and time-tested techniques that help instructors create sold-out, waitlisted classes. If you get an email from us that doesn't help you get more people addicted to your X-periences, and make a deeper impact, then we aren't doing our job: SIGN UP HERE: https://www.fitnesscareermastery.com/uxn

Unlock the secrets to marketing success in your fitness business. Join us as we delve into the crucial difference between marketing strategy and tactics. Barry breaks down the essence of each, helping you understand why they're both essential. Discover how your marketing strategy is your blueprint for success, setting you apart from the competition. It's your compelling story that resonates with your dream clients and guides your decisions. Learn why your marketing tactics, like social media posts and ads, should align with your strategy for maximum impact. Get inspired by real-life examples, including Patagonia's 'Don't Buy This Jacket' campaign.

The FCM Podcast is BACK and better than before!    For 200 episodes spanning half a decade, we brought on experts from every corner of the industry to share what they know about what they do best. We interviewed everyone from marketing experts, legal, finance, studio design, vocal coaches, and professional class reviewers, you name it.   But now that we're back, we're going to change things up a bit...   Press play to learn how, and listen as Barry & Shay tell their stories for the first time ever on the show.

The FCM Podcast is BACK and better than before!    For 200 episodes spanning half a decade, we brought on experts from every corner of the industry to share what they know about what they do best. We interviewed everyone from marketing experts, legal, finance, studio design, vocal coaches, and professional class reviewers, you name it.   But now that we're back, we're going to change things up a bit...   Press play to learn how, and listen as Barry & Shay tell their stories for the first time ever on the show.

This episode is going to cause you to question a lot about our industry, and how you're offering the experience of exercise in your business. Because when it comes to inclusion, there is so much that we don't think of that is causing a massive population of people to feel unwelcome and defeated by what you're offering, rather than the way you hope they feel- inspired and excited to come back again. And I guarantee most of it is flying under your radar.   Things like… how you program your workouts, how you coach your workouts… whether or not offering pre-choreographed classes are the right thing to offer. How you've positioned your equipment in the room, and what that equipment is in the first place. Even down to what we define as “fit” or “fitness” in the first place! You'll learn about why each of those and more might be culprits by listening to this episode today.   What's so interesting to me is that the biggest concern that we hear fitness business owners talk about is their ability to attract new clients, or get clients to stay longer, and in this episode, you'll learn that the answer to that may come from the realization that you've unconsciously and unintentionally been scaring away a huge potential clientele, simply from adopting too limited a view of what your business can be.   SHOW NOTES: https://www.tashaedwards.com/ https://www.instagram.com/iamtashaedwards/  

Our guest in this episode is a business operations consultant and attorney for fitness, wellness, and creative professionals. She's passionate about providing her clients with her playbook and systems to teach them how to build the business they want and deserve, without the constant anxiety, overwhelm, exhaustion, or frustration. Through the conversation, we tackle a ton of valuable topics like: 1. Knowing the right way to grow by finding the right relationships with complimentary businesses.  2. Learning from what others do well, and what others don't do well, and applying that to your business. 3. Setting boundaries... sdpecifically how legal policies and procedures/ client agreements/ terms of service are really just a way of of communicating our feelings in a legal document in a way that protects your energy and peace of mind which is directly linked to the success of your business. 4. Reframing the importance of legal agreements- no matter what size business you run. Why it's vitally important that you don't put your future and fate in the hands of a sketchy google doc. Take yourself seriously as a business owner. 5. We wrap up with our guests's take on the future of fitness   SHOW NOTES: She Vs. World Podcast https://www.daniellesteadblanton.com/  

If you're a regular listener of the show, you know we talk a lot about leveraging your uniqueness to scale your business- whether that be your unique origin story, your core values, your beliefs, or your unique skills. The reason is because #1, there is no one else like you in the world, and you can immediately set yourself apart from competitors this way, and #2, your clients aren't buying your workouts- they're making a buying decision based on how you make them feel- and that comes from what you share about your beliefs and values, and how you believe your unique approach can change their life.   The best way to communicate this is through utilizing the power of story, and in Episode 190, we dove deep into just how powerful storytelling is to scale your business and find success. But something we didn't talk about is specifically how to do that.   That's why we invited back our guest today- so he can teach you how to find that leverage to #1- get more clients and make more money, #2, leverage how you do what you do by packaging or productizing your values and beliefs and the way you do what you do, and #3, how you can start to get others to reach out to you for opportunities.   Of all the episodes we've done, I think that what we talk about today is one of the simplest and most effective ways to scale your business based solely on leveraging who you are and what you believe. On that note, please welcome back Jude Charles to the show.   LINKS: https://athleticgreens.com/fcm Jude's Story Bank Journal Jude's Newsletter

We've partnered with ACE for a few recent episodes to bring you the best info on how to future-proof your business. In this truly heart-driven conversation our guest speaks about why turning a mirror on yourself and consistently self-assessing is the key to career longevity. This involves taking a hard look at your interests, your skills, the types of people you want to serve, and what superpowers you have (because your uniqueness is always going to be the thing that brings you the most success- if you lean into it). What comes next is a process of marrying this self-assessment, and what YOU want to give to your clients with what they actually NEED. Press play now to learn what that process looks like.   LINKS: https://www.instagram.com/anthonyjwall_fit/  

The big question we unpack in this episode is... what does your community really want from you? And we're not talking surface-level stuff like abs... What do they really want out of the time they've sold to you?   Today's episode features a marketing consultant for health & wellness entreprenuers, focused on helping wellness brands grow and learn how to effectively market their businesses.    But this interview is different in that she's not here to talk about granular tactics, tools and tricks that you would expect a marketing consultant to deliver.   We dig deep and talk about the foundational aspects of your marketing strategy. hospitality, relationship building, community building and what that really takes.   We talk about the pitfalls of marketing price and explore the benefits of marketing VALUE. After all, she calls herself your foundational marketing expert and guide. The work that she does is really where your marketing journey begins, and what all your future marketing decisions stand upon.   LINKS:  https://foreverfriday.co/ https://fitnesscareermastery.com/wellnessliving  

Do you have an area of expertise in fitness? Have you ever considered writing continuing education content, or producing your own training program? Maybe you've mastered one skill that you want to share.   If you're wondering what the steps are to producing something that could be accredited by an organization like ACE, then press play on this episode, where Shay continues her conversation with Chris Gagliardi, the Scientific Education Content Manager with ACE.   LINKS: https://www.acefitness.org/ https://www.acefitness.org/about-ace/ace-mover-method/   https://athleticgreens.com/fcm

Being a good trainer is really about relationship building, but to built strong, meaningful, heartfelt, and impactful relationships (as we all should strive to!) it means we have to play a number of roles really well at the same time.   We have to be a coach, an educator, a motivator, but also a DJ, an MC, and more!   Aside from the difficulty of being able to do all of those things well, it can also be difficult to know WHEN to play each role by reading, watching, and listening to our clients.   And that's what this conversation is about in the first half of this epic two-episode conversation. Our guest today gives some amazing actionable tips to help you execute each role well, and also be able to tell when each is the most appropriate for what your client needs in that moment.   LINKS: https://www.acefitness.org/ https://www.acefitness.org/about-ace/ace-mover-method/   https://athleticgreens.com/fcm

This episode is a continuation of the conversation Shay had with Staci Alden in our previous episode. If you haven't listened to it, they really break down what it means to be a group fitness manager, and demystify this very important role at any fitness facility.   This week Staci talks about going beyond the numbers and the six things to look for when reviewing instructor performance that can't be found in data points, but are still trackable!   Follow Staci: https://www.youtube.com/c/StaciAlden https://stacialden.com/   Get a year's supply of Vitamin D and 5 travel packs of AG1 when you get a subscription to Athletic Greens: https://athleticgreens.com/fcm

In this episode, we are diving into the role of the group fitness manager, which in almost 300 episodes is a topic that we haven't really touched on before... and yet it was one of the most vital - albeit mysterious - roles of any club or studio.   We know that if you are a studio owner, you may be performing this role yourself. OR if you're looking to hire someone to fill this position, where do you even begin? As you'll quickly learn in this episode, there is no roadmap or playbook for a group fitness manager and the  job can be dense and intense.   But it's also really dynamic, exciting, and fulfilling and if you're a fitpro listening to our podcast you might be thinking, what opportunities lie in my future when I don't want to teach 10-15 classes a week anymore, where can my experience take my career in fitness. If you've ever had dreams of becoming a group fitness manager, as Shay once did, this episode is also for you. We break down what the role really entails, the qualities necessary to be successful, tips to stay organized, how to effectively communicate to stakeholders, and ultimately make a really complicated job, seem less complicated while avoiding burnout and feeling fulfilled in what can be an all-consuming role,   Our guest, Staci Alden is committed to helping group fitness managers and club operators elevate their programs, instructors, and leadership. As an experienced consultant and strategic planner for both digital and in-person offerings, her clients range from large luxury health clubs and multi-family international companies to small studios. She has designed world-class studios on a tight budget, launched signature formats, and built turnkey solutions for enhancing systems, leaders, and talent. She is also an established presenter, writer, and YouTube influencer, regularly interviewing thought leaders and fitness professionals on her channel.   https://www.youtube.com/c/StaciAlden https://stacialden.com/   Check Out Wellness Living using our link to receive 50% off the regular price of their professional membership for the lifetime of your subscription: https://fitnesscareermastery.com/wellnessliving  

We believe that nearly every person in the world knows that exercise, moving their body is good for them, but most people still don't do it. We also don't believe that it's due to a lack of motivation. We believe it's because they don't feel seen.   The decision to purchase fitness classes is so different from the decision to purchase anything else. It's an emotional decision that causes someone to bring the reality of who they are, or who they believe themselves to be into the light and look at it. Oftentimes that's really scary and uncomfortable. It often means coming into contact with the limiting beliefs about themselves, and looking at those too. And depending on their preconceived notions about what fitness is, or is about through the media, it's very difficult for most people to start.   This type of person doesn't need to be motivated more- told that they can do it, or told they could look a certain way. They need to be met where they are, have their feelings and emotions validated, and made to feel seen.   The best way to accomplish this is through telling a story. A very special type of story. A story that combines a bit of your story, but also includes the story of your ideal client, and how you fit into their life story.   That's why we've invited Jude Charles onto the show, who helps you dig deep to find the compelling story that no one else knows and then leverage storytelling to strategically scale your business by consistently connecting with the right type of clients.    Sign up for Jude's newsletter: https://judecharles.co/newsletter   Book a free Breakthrough Session to uncover your own story: www.fitnesscareermastery.com/breakthrough    

This episode features a fitness business owner and long-time FCM podcast listener who reached out to us through our website, expressing gratitude for pod and asked if he could be a guest on our show. It's not often that we get a request like this, and we had a couple of spots open on our recording schedule, so of course, we said “Why Not.” Shay took the discovery call and thought that since we are coming up on our 200th episode this would be the perfect time to celebrate a listener who's clearly taken inspiration from the show and consistently followed through with Action Steps to help his business thrive.    One of the other things that he mentions at the beginning of the show is that by speaking on podcasts, he might be connected to a greater community of like-minded entrepreneurs. It's so challenging to create and operate in a vacuum. This is one of the reasons we started the show in the first place.    Enjoy this conversation today on overcoming challenges, putting people first, setting boundaries, niche-ing down, maintaining a business mindset and even negotiating tough lease agreements.   Contact Nate: https://www.instagram.com/studio16nyc/ studio16bk@gmail.com https://www.studio16nyc.com/   https://www.instagram.com/fitnesscareermastery/

Knowing how to price your services as a fitness professional is one of the most challenging things to do. Shay and I get it! We've been there! One of the reasons it's so hard is because each of us in this industry, and especially you, because you're listening to this show- take what you do seriously and are so passionate about helping as many people as possible, and often, because we think charging less will allow us to help more people, we wind up unconsciously and unintentionally causing a ton of problems for ourselves, for our clients, and for our industry!   For example, if you're not charging your worth, it makes it so much harder for you to show up with joy and enthusiasm so you can have the impact you want on your clients' lives. Why? Because it doesn't feel worth it for the price you charged.   Secondly, charging more causes your clients to take what you're offering more seriously. They made a larger financial, and therefore energetic investment, so they'll invest more in showing up and getting results.   And lastly, for our industry, remember that people assign value to price. For example,  If I tell you there's a coaching program that costs $500, and then there's another one that costs $5000, which one do you think is going to be better? The second one right? This is one thing we really got wrong in the pandemic by offering all of our classes for free in an effort to help more people. We unknowingly communicated to our customers that what we have to offer isn't worth paying for. And you know what?   The amount of work that we put into creating experiences that change people's lives in a physical, mental, emotional, and spiritual way is absolutely worth the investment. I've had people come up to me after class and say things like, you'd have no way of knowing this but I've been coming for years and I wouldn't BE HERE if it wasn't for you. Don't tell me that it's not worth it to your clients to invest in themselves for the potential to completely change their lives.   You're going to walk away from this episode feeling so empowered to charge your worth, and equipped with tools to do it so everyone can benefit- because you know what? you're worth it.   Lesley's Magic Number Calculator: https://profitablepilates.com/lp/magic-number/

We believe that the future of fitness is experience. You've heard us AND our guests say it in many different ways on the show- that what's most important is the emotional connection that you're making with your clients.   We're both personally fascinated by finding new and interesting ways to make a fitness experience more immersive, enjoyable, and meaningful. That's because, for most people, fitness isn't fun. There are deep and powerful emotions and deeply rooted beliefs that they have in relation to movement, exercise, their abilities, fitness level, appearance, as well as fitness studios, and fitness instructors.   The point is, that there is a lot to overcome to get people excited to come in again and again. That's why, when we discovered our guest today, who was previously the applied researcher into behavior science at Tonal, we just knew we had to speak with him, so we, and you can learn about and understand how to apply behavioral science to the experience you provide to your people in order to help them make movement a part of their lifestyle.   After this conversation, we realized that acts as simple as putting a bowl of healthy fruit out on your front desk can help your members begin to believe more and more that they are someone who lives a healthy lifestyle, and can trigger more healthy behaviors based on this shift in belief. If you find this fascinating and want to learn more, then press play now!   DOWNLOAD THIS EPISODE'S WORKSHEET: www.fitnesscareermastery.com/behavioralscience   ADDITIONAL RESOURCES: Habit Coach Professional  Self-Determination Theory Intro Hexad Gamification Framework Octalysis Gamification Framework Health Related Megastudy

We believe that the future of fitness is experience. You've heard us AND our guests say it in many different ways on the show- that what's most important is the emotional connection that you're making with your clients.   We're both personally fascinated by finding new and interesting ways to make a fitness experience more immersive, enjoyable, and meaningful. That's because, for most people, fitness isn't fun. There are deep and powerful emotions and deeply rooted beliefs that they have in relation to movement, exercise, their abilities, fitness level, appearance, as well as fitness studios, and fitness instructors.   The point is, that there is a lot to overcome to get people excited to come in again and again. That's why, when we discovered our guest today, who was previously the applied researcher into behavior science at Tonal, we just knew we had to speak with him, so we, and you can learn about and understand how to apply behavioral science to the experience you provide to your people in order to help them make movement a part of their lifestyle.   After this conversation, we realized that acts as simple as putting a bowl of healthy fruit out on your front desk can help your members begin to believe more and more that they are someone who lives a healthy lifestyle, and can trigger more healthy behaviors based on this shift in belief. If you find this fascinating and want to learn more, then press play now!   DOWNLOAD THIS EPISODE'S WORKSHEET: www.fitnesscareermastery.com/behavioralscience   ADDITIONAL RESOURCES: Habit Coach Professional  Self-Determination Theory Intro Hexad Gamification Framework Octalysis Gamification Framework Health Related Megastudy

Building a strong team is essential to running a profitable fitness business, but it's also one of the hardest things to do, and that's because often, we're going about it in the completely wrong way.   Luckily, the fix is not only easy, but also incredibly empowering, and once you get it locked down, you'll find that every single action and decision you make in your business will become easy and streamlined.   You'll have an incredibly strong team that wants to stick around and grow with you, and a die-hard community that will generate a ton of referrals. If that sounds crazy and magical, just keep listening.   Book a free breakthrough session: http://www.fitnesscareermastery.com/breathrough   https://www.ericacourdae.com/   Erika's Implicit to Explicit Talk: https://open.spotify.com/episode/49H5dGYPAW2mZCmvGgwl8v?si=5bd19c17f8744353

A trainer is not just a trainer. We're so much more than someone who gets certified to move others through a series of exercises safely. Deep down, we know that we also have the potential to step into a role where we can have such a more significant impact. Because the truth is that fitness, especially a group fitness class, is one of the few things we can do in our modern society that feeds the soul of what we have evolved to be. We're talking about moving our bodies- one of the most profound, most primal experiences we can have, but also doing so alongside others to music.   This experience taps deep into our emotions and brain chemistry and unlocks new pathways for us to move through trauma, bond with each other, and discover more profound levels of strength and fortitude, to name a few. And as the leader of that experience- we have a tremendous opportunity, and we would go as far as to say, a responsibility (if we take what we do seriously) to learn how to make the experience we provide something absolutely unforgettable and life-changing.   When we do this right, your clients' exercise experience shifts from “how many more reps?” “How much longer?” “Am I getting more toned?” “Am I gaining muscle?” “How many calories am I burning?” “This is really hard” to something immersive, fun, and something they can't wait to return to.   It comes down to you- and how you share yourself, your worldview, and your experiences in a way that colors the workout and makes it unique and experiential. And that's what we're talking about in this episode today- not only how to do that, but also why this skillset is so essential to invest in whether you're an independent fitpreneur or a business owner.   Because the truth is, without an emotional connection, most fitness equipment collects dust or becomes a clothing hanger. But when we turn our focus away from the specifics of the workout we're doing (which no one actually cares about) and onto the human connection we're forming. That's where everything falls into place.   Get your copy of Mason's 10 THINGS the TOP 1% of ON-LINE TRAINERS DO.

Our guest today shares some insane statistics. Women business owners make up 44% of small businesses in the US. But only bring in 4% of small business revenue. Only 12% of those women break 100k. Only 2% break 1 million. The way she sums up these statistics is this: women are facing entrepreneurial poverty of time, energy and money. They don't have time to do the work that is meaningful and moves the needle, don't have time to live the life we want to live because we're hustling and grinding all the time, or trying to recover from the hustling and grinding. All of that leads to a lack of energy. If you don't have the energy to show up you're not going to hit the goals you want to hit.   In this episode, whether you're a woman or not, you'll learn what it takes to eliminate entrepreneurial poverty, and hear a fascinating conversation about what it ACTUALLY means to be a CEO- and spoiler alert- there's no one definition, but one that's right for you. You'll learn exactly how to determine what that is, so you can trust step into what you're MEANT to do, and what you LOVE to do. If that sounds far- fetched, then you DEFINITELY have to keep listening, because it is within your grasp.   Promote Yourself to CEO Podcast https://theceocollective.com/

Brace yourself for part two of this epic conversation with not one but TWO very important guests that we are so excited to introduce to you. We feel so lucky and are incredibly honored to host the content and product managers at AFAA / NASM, Rich Fahmy and Steve Myers. These institutions are THE place where we as fitness professionals go to gain important knowledge on training and physiology, but, as you'll discover in the episode they recognize that we as an industry have missed a metric when it comes to how we speak about group fitness and they are committed to enacting change in the industry through the products and education that they're creating.   The metrics for success in personal training are not exactly the same for group fitness. And the metric that we often miss is what people truly come to group fitness for and it's important that this is reflected in our messaging and marketing so we can attract the people that are looking for those benefits. We're not going to give it all away, but we have a fascinating conversation that, we think, will leave you fired up and empowered.   Book Your Breakthrough Session: www.fitnesscareermastery.com/breakthrough

Brace yourself for an epic two part conversation with not one but TWO very important guests that we are so excited to introduce to you. We feel so lucky and are incredibly honored to host the content and product managers at AFAA / NASM, Rich Fahmy and Steve Myers. These institutions are THE place where we as fitness professionals go to gain important knowledge on training and physiology, but, as you'll discover in the episode they recognize that we as an industry have missed a metric when it comes to how we speak about group fitness and they are committed to enacting change in the industry through the products and education that they're creating.   The metrics for success in personal training are not exactly the same for group fitness. And the metric that we often miss is what people truly come to group fitness for and it's important that this is reflected in our messaging and marketing so we can attract the people that are looking for those benefits. We're not going to give it all away, but we have a fascinating conversation that, we think, will leave you fired up and empowered.   Get One Month Free Using Collective: http://collective.com/promo/FCM

The more we learn about the fitness industry, the more we realize how incredibly complex it is. The messages that the average consumer receives from the media, beauty culture, diet industry, fitness industry and even holistic wellness trends can be confusing and contradictory. Especially for women.   Shrink yourself, but take up more space. Lift heavy to get strong, but don't get too bulky. Fit and healthy can happen at any age, but try all these tricks to look younger. Over the decades, we've been told that wafer thin is chic, to have a muscular Amazonian bod is empowering, goddess-like curves are divine and body neutrality is the ultimate path to self-love and acceptance.   Whatever the ideal of the decade that has been sold to us, we ate it up (or sweat it out) hoping that if we consistently show up to the gym and group fitness classes we can change our physique and we will be accepted, more successful, respected, worthy of love and finally feel like we belong. What we discover is that the process and the journey through physical exercise is infinitely more powerful than the results that we get.     Throughout the history of fitness there have been unsung heroines that understood this complex and powerful dynamic. They started movements that not only re-shaped bodies but re-shaped the world as we know it.     Our guest in this episode does a really excellent job of shining a light on some toxic traits of the fitness industry while illuminating the very best parts and the potential that we have as fitness professionals not only change people's lives but to influence fashion and beauty trends, music and even consumer goods like tampons and cereal. The way we move… shapes our society.   Buy Let's Get Physical HERE Follow Danielle HERE

We're so glad you're going to play this episode. This is a really powerful conversation that Barry had with a friend and colleague who runs the Fitness Business Asia Podcast, and what you're going to hear in this chat are some really actionable takeaways on how to develop the culture of your business, which should be the #1 thing that you invest in, because the strength of your culture has a direct impact on the quality of experience that you provide, and the quality of experience you provide has everything to do with your success.    

Gotta get the mind right before you get your business (or your body) tight.    Did you know that over 95% percent of all people who start a workout routine fail? Or that over 84% of Americans feel anxious, stressed, or depressed on a weekly basis? I think this is true especially if you are an entrepreneur.   Why are there more fitness, mental health, & nutrition solutions than ever, but people are still more overweight and unhappy with their bodies and lives than ever? Why do so many people struggle with yo-yo dieting and sticking to a workout regimen?   Many mental health solutions focus on talk therapy or chemical intervention, but do not address issues with deep seeded beliefs and habits that are incongruent with what you want to create,   Similarly, the $40 billion fitness industry focuses largely on nutrition, basic healthy habits, workouts, and external transformation, which is only 20% of the solution.   That other 80% that is key to your clients success and your solution to attrition and retention and therefore the keystone of the success of your business. Is Mindset.    As a business owner it's imperative that you cultivate a strong mindset of success in order to serve your community in the most impactful way just as it's important for your clients to cultivate a strong mindset as they embark on the journey to change their bodies and their lives and instill new habits to unlock their full potential.   You cannot out train, out-work, or out-willpower a bad belief system. My guest today wants to show you how you can finally audit and recalibrate your limiting beliefs, heal your own personal traumas so you are best equipped to show up for your people, and build the business and the life of your wildest dreams.    EPISODE LINKS: Book A Breakthrough Session With Beth

Running your own business is one of the most fulfilling and empowering things you can do, but can also be the hardest thing you've ever done. And at times, it can feel like you're stuck on a very brutal hamster wheel that causes you to spend hours late into the night doing tasks for your business that you wish you could outsource or delegate, but can't yet, and it feels like that day will never come.   Our guest in this episode is so positive (not a surprise, because she's a positive psychology coach) but also she will fill you with a lot of hope- that with a little bit of courage you can do the things that are simultaneously scary, but also the what will free you, and allow you to enjoy running your business.   Shay and I believe that the world needs you- needs you exist to help more people fall in love with movement, and if that's going to happen, you've got to fully enjoy what you're doing, and thrive doing it.   We hope this episode takes you a step closer to realizing that, and as our guest puts it, takes you from crazy to calm, and even if you're scared, you'll find the courage to do it anyway.   Resources: https://www.loom.com/ https://www.tango.us https://www.gallup.com/cliftonstrengths https://www.viacharacter.org/   Cory's Crazy To Calm Resource: https://bit.ly/coryzackercrazytocalm   Check out Collective: http://collective.com/promo/FCM  

In this episode, Barry shares his experience taking a recent yoga class, and how his experience points to the future of the fitness industry.   86% of people say they'll pay more for a better experience. 77% of people say they're working out for reasons other than their body. The answer is clear. People don't care about the workout. They care about the experience they have while doing it.   Learn why Flow State is the future of fitness, and don't forget to sign up for Shay's upcoming 2022 events:   Four Pillars of an Unforgettable Class Experience: www.fitnesscareermastery.com/liveyourdream Flow Spirit and Science Workshop: www.fitnesscareermastery.com/flowspirtandscience

In this episode Shay shares THREE THINGS that happened this week and downloads some insights she had to you. She's gonna let you in behind the scenes and share some takeaways from conversations she's had with clients and colleagues, something that really got to her on the internet, along with some thoughts and tips for you to think about that we hope will resonate with you.

It was supposed to be fun! You entered the fitness industry because you didn't want to play by the rules of being in an office to work. You get to sweat, move, get fit, feel good doing it, AND wear significantly more comfortable clothing! PLUS the most important thing of all... you get to make other people feel better about themselves. Make them feel more empowered. More confident. Show up as a better version of themselves in their life. That can all quickly fade away when you realize how hard this industry is. How hard it is to run a fitness business. Or fill up your classes. Somehow it looked easier on the other side...   We most often hear that the biggest challenge fitness creators and entrepreneurs face is simply not knowing or feeling confident in the ins and outs to running a successful and scalable business. Sometimes this is due to just being more passionate about teaching or interacting with people than the numbers and organization side, or it can be due to fear- because you don't like dealing with the financial side of your business, or don't feel confident in your ability to manage your finances, you sweep everything under the rug so you don't have to look at it. But when you gain the confidence in what you're doing- and enables you to take conscious steps to grow your business- and ultimately change the lives of more people. You'll wind up enjoying your career choice even more.   That's why in today's episode we brought on an expert to teach you three fundamental pillars to scaling your business. And be sure to stay tuned to the end- because we're offering you a free gift that can help you master these pillars. Our guest in this episode is the Head of Content at Collective.   Collective is a first of its kind back office platform that empowers you to succeed for the life of your business and beyond. They strive to give you the freedom to focus on what matters by taking care of everything from business incorporation to accounting, bookkeeping, tax services, payroll and access to a thriving community- all in one platform. You have the power to control your financial future. It's time to unleash it.   Get one month free using Collective: http://collective.com/promo/FCM

If you haven't read the article in the New York Times by Holly Burns, we're gonna break it down for you in this episode. It's called “Breaking Up with Peloton” and highlights why some superfans are done working out at home. We're going to walk you through the 5 big takeaways from the article, share our thoughts, tell some stories and give you a few tips and resources to walk away with.   CLICK HERE TO READ THE ARTICLE.

“Bathing suit season is coming.” “Get your body bikini-ready!” “sweat is fat crying,” “pain is weakness leaving your body,”   We've all heard someone in the industry say these things at one time or another.   They're part of a narrative that is still pushed hard- that fitness is about transforming your body, and the subtext of this kind of messaging that says:   Fat is shameful; Having a strict diet and exercise program is the optimum way to live; Joining a gym or a studio is about getting physical results; Fitness is easy and fun; And of course, if you lose weight, you'll feel better about yourself.   But we talk to many of you, and when we do, we hear you saying that we need to move away from this kind of messaging, and change the narrative to reflect how moving your body will help you tap into your inner power, and as a result you'll start to feel more confident and empowered- and that begins to show up in every area of your life.   So we started to ask ourselves… where did these two drastically different types of messaging come from? And how can we all help contribute to shift the meaning of fitness towards something more personally empowering than superficial?    In this episode, our guest helps us unpack and answer these questions by taking a fascinating look into our industry's past...   LINKS: PRE-ORDER: Fit Nation The Gains and Pains of America's Exercise Obsession Natalia's Instagram Book A Breakthrough Session

We think we can safely say we've all been in those workout classes where time just flies by. We look up at the clock after the cool down and think, "wow that could not have possibly been 60 minutes, I was so immersed in that experience it was seemingly over before it began." The elation we feel overrides any feelings of challenge or discomfort and we can not WAIT to come back and do it again.   And then those are those classes where, after trudging through the first 5 or 10 minutes you look up at the clock and think, "oh boy, I've got 50 more minutes of THIS? How will I possibly manage my energy to make it through?" And it doesn't matter how beautiful the facilities are, or how expertly programmed the workout is - there's just… something missing and  even though it might be “good for you” you're not sure you want to come back.   This right here, is the death of group fitness. And you do NOT want people to feel this in your class.   But those classes, where time is suspended, aren't magic, they don't require secret superpowers and they don't happen by accident (well sometimes they do, but then, it can't be repeated or scaled - and leaving that up to chance? It not good for business)   There's a science behind creating epic, immersive, memorable addicting experiences that keep your clients coming back for more. It's called FLOW   And our guest in this episode is an EXPERT in Flow State and Flow Experiences and today we're going to talk about the science behind the magic of Flow and introduce something new… It's called Flow Shui.   Now in all of our travels we have seen WAY too many new studio owners blow their budgets on design without equal investment on what actually happens in that beautifully designed space.   The design will help get them in. But an addicting workout experience is what keeps them there. Think about that for a second. So we'll talk about how design can enhance the flow experience for your clients and what needs to happen in your space so you can deliver on the promise you're making to your community for years to come.   LINKS: LEARN ABOUT THE CONSERVATORY FREE DOWNLOAD: A FITPROS GUIDE TO GETTING HIGH

It seems like everyone, everywhere is talking about technology. Hybrid business models. The Metaverse. And how... if you don't integrate these new tools, you're going to be left in the dust!   If you are feeling totally overwhelmed by all of the options that are available to you as a business owner, if you're scratching your head thinking, "wow I've invested a lot of time and money into technology, but I don't really see the return on the investment", this episode is for you.    Our guest in this episode discusses technology in the fitness industry, what's working, what's not working, where the gaps are, AND... how one simple thing can help you make better decisions for your business, in regards to integrating technology, and beyond.

We've got a big problem. Fitness has become so popular, the industry as a whole has decided that the way to create differentiation around the workouts we offer is to create more hype. This manifests as coming up with the best new product, the hottest new kind of workout, new wearable technology, a fancier studio design, etc. What's happening as a result of selling features of the workouts is that fewer and fewer people have trust that the fitness industry can create meaningful change in their lives. They're burnt out and tired of the hype.     The truth is, our clients aren't seeking out a workout or its features. They want to feel differently about themselves. They want to experience life differently. What's on the “flight” is cool and all, but ultimately it doesn't matter if they don't understand how you are best equipped to take them to the sandy beach they actually want to arrive at.    In this episode, learn why selling an aspirational identity and not "features" will improve your marketing and reach more clients!