The Studio CEO: Business Coaching For Yoga & Pilates Teachers & Studio Owners

Send Jackie A Message!
You've been running your studio for years. You survived the startup phase, you survived COVID, and now a competitor just opened down the street. You're still teaching most of the classes. And that teacher training you've been meaning to launch? Still sitting on the back burner.
In this episode, Jackie sits down with Rachel, owner of Elevate Coleman—a barre, yoga, and Buti yoga studio in a small Southern town. Rachel found Jackie during COVID recovery, went through the Studio CEO Program, joined the Grow Mastermind, and now works with Jackie one-on-one. She's nearly a decade into her business and still growing.
Timestamps:
[03:30] From show choir and gymnastics to barre
[07:00] Proof of concept before signing a lease
[11:20] Opening with a 6-month-old
[14:00] The 3 phases of running a studio
[20:00] How Rachel found Jackie and decided to invest
[27:00] The VIP on-site visit experience
[34:00] How Rachel talent-scouts and develops teachers
[43:30] The CEO mindset shift — working on the business, not just in it
Key Takeaways:
✔️ You don't need a perfect manual to launch a teacher training. Version one is the goal.
✔️ Proof of concept can start with a notebook, 50 names, and basic math.
✔️ Every studio goes through three phases: startup, survival, and stable growth in competition.
✔️ Operating in your strengths and hiring for the rest is a CEO-level decision. ✔️ Being around other scaling studio owners shows you what's possible—and what's next.
Pull Quotes:
"If they were playing baseball, I've been in T-ball."
"There's no such thing as a perfect manual. Can you get version one out there now?"
"My job is CEO first. Teaching supports that."
"Steer yourself and your team toward what's going right. Do more of that."
FAQ:
How do I know if my town is big enough for a boutique fitness studio? It's math, not population. Figure out how many members at what price point covers your rent, then work backwards. Rachel opened in a town with zero boutique fitness and built a nine-year business doing exactly that.
Studio CEO Program vs. Grow Mastermind — what's the difference? The Studio CEO Program is where you start—auditing your business and building core systems. The Mastermind is for owners who are already running and ready to focus on leadership, paid ads, and scaling alongside other growth-minded studio owners.
Should I launch a teacher training before it's perfect? Yes. There is no perfect manual. What you know from years of teaching is the curriculum. Get version one out, then refine. Waiting means another year of being short-staffed.
How do I find good teachers for my studio? Watch your students. Look for people who absorb instruction as a teacher would. Rachel identified one of her best teachers just by observing how she moved through class—then asked her to lunch.
What does the CEO mindset shift actually look like for studio owners? It means recognizing that your primary job is to grow the business—and teaching supports that, not the other way around. When teaching starts competing with strategic work, something needs to restructure.
How do studios survive when competition moves in? Get specific about who you're for and what result they get. The studios that th
Work with Jackie Murphy
Say Hi on Instagram @studioceoofficial
3 Marketing Mistakes Yoga & Pilates Business Owners Make:
https://www.jackiegmurphy.com/3-marketing-mistakes
Join The Studio CEO Program: https://www.jackiegmurphy.com/studioceo

Send Jackie A Message!
If you've ever found yourself running your studio on fumes, resenting the business you built, and quietly googling "how do I sell a yoga studio"—this episode is for you.
Nicole Byers has been in this industry for 11 years. She opened her first studio in 2015, franchised during a pandemic, dissolved the franchise, rebranded, and eventually hit a wall so hard she was ready to walk away entirely. She wasn't burned out because she was weak. She was burned out because she'd been operating in fight-or-flight for years with no systems, no support, and no off switch.
If you're a yoga or Pilates studio owner who's tired, stuck, or seriously questioning whether this is still worth it—listen to this one before you make any big decisions.
Timestamped Outline:
[01:25] Nicole's introduction and background
[05:01] Opening first studio with no business experience
[09:05] The opening weekend illusion
[15:46] How Live True Yoga became Honest Yoga
[24:50] Hitting the wall
[27:44] Joining the Grow Mastermind
[35:00] What to do when you're in a dark place and considering selling
Key Takeaways:
✓ Burnout isn't a character flaw—it's a systems problem.
✓ Don't make a permanent decision from a temporary emotional state.
✓ Consistency beats perfection every time.
✓ Alignment isn't just a mindset concept—it's a business strategy.
Pull Quotes:
"Right when you're about to get over that hump—people sell or quit. And then that hump never gets crossed."
"I needed to cultivate that feeling of safety from within. You can't sell a studio and find peace if the peace isn't already in you."
"I quadrupled the investment. It honestly changed my life and changed the trajectory of my business."
"It's not about the business. A lot of it is mindset coaching—and that came before the business stuff could even work."
FAQ Section:
Can a yoga studio in a small town be successful? Yes—but it requires intentional strategy. Nicole opened her first studio in a town of 30,000 people and grew it to the point of expansion within 18 months. Location matters to some extent, but consistent marketing, a strong class schedule, and membership sales systems matter more.
What are the biggest mistakes yoga studio owners make when franchising? Not vetting franchise owners carefully enough. Nicole dissolved her franchise after learning that passion for yoga and willingness to invest aren't enough—franchise owners need both business acumen and genuine knowledge of what they're selling.
How do I stop feeling resentful toward my studio? Resentment in studio ownership usually signals a systems problem, not a passion problem. The answer isn't to quit. It's to build systems that let you lead instead of just survive.
Is it worth joining a business mastermind as a yoga studio owner? If you're ready to actually implement what you learn—yes. Nicole tried multiple coaching programs and says the Grow Mastermind was the first one where she exceeded her investment, not just learned from it.
How do I know if I should sell my yoga studio or keep going? Try this: close your eyes and envision having sold—really sit with it. Then envision a thriving version of your studio. Notice which scenario your body responds to. Many studio owners are closest
Work with Jackie Murphy
Say Hi on Instagram @studioceoofficial
3 Marketing Mistakes Yoga & Pilates Business Owners Make:
https://www.jackiegmurphy.com/3-marketing-mistakes
Join The Studio CEO Program: https://www.jackiegmurphy.com/studioceo

Send Jackie A Message!
Sandra Vanatko opened the first yoga studio in Parker County, Texas 16 years ago and built something real from scratch. After COVID changed the landscape, Sandra did something most studio owners are afraid to even consider and then she actually acted on it.
In this episode, Jackie and Sandra walk through the full arc, from pioneering yoga in a skeptical market, raising private rates that were too low, grieving the loss of a 16-year business, and launching an online membership that hit 100 founding members in 36 hours.
If you've been running your studio for years and something feels off, this one is for you.
Timestamped Outline:
[01:56] Sandra's background
[11:23] How Sandra moves through resistance in business using somatic awareness
[19:36] How Sandra's offerings evolved from classical yoga to somatic and trauma-informed work
[27:47] Building the online business while still running the studio
[33:21] The founding membership launch
[35:51] Grieving a 16-year business
[38:38] Sandra's top piece of advice for studio owners navigating big transitions
Key Takeaways:
✔️ Meeting your market where they are isn't selling out—it's smart marketing. The door has to open before the deeper work can begin.
✔️ Make the love list. Write down everything you love doing and everything you don't. The decision often becomes obvious.
✔️ Grief is part of the pivot. Sandra spent six months in the process before she got excited about what came next. Skipping it stalls you later.
✔️ Your community will follow you. 100 founding members in 36 hours, built on 16 years of real trust, not a fancy funnel.
Quotes:
"I wrote down everything I love doing, and I wrote down everything I didn't enjoy doing anymore. When I saw the list, it became clear." — Sandra
"Grieving informed the new chapter. If you skip over it, you're skipping an essential piece." — Sandra Vanatko

"Get paid support in place, because your friends are holding your heart—and you don't want to burn them out." — Sandra

FAQ Section:
How do I know when it's time to close my studio or make a major pivot? If you're dreading the space you built or the math no longer makes sense. Sandra's sign was driving an hour to teach four people in person while eight joined online. The data often knows before you do.
Is it too late to hire a business coach if I've been open for 10+ years? Not at all. Sandra was 14 years in before working with Jackie. The work wasn't starting over—it was raising rates, cleaning up operations, and building structure around what was already working.
How do I raise my private rates without losing clients? Get clear on what you're actually offering. Sandra wasn't teaching yoga privates—she was offering somatic body work and trauma-informed coaching. Naming that value made raising rates a natural next step.
How do I handle the grief of closing a long-running studio? Let yourself feel it fully. Sandra spent April through September in the process before she got excited about what came next. Skipping the grief doesn't speed things up—it just stalls the breakthrough.
Work with Jackie Murphy
Say Hi on Instagram @studioceoofficial
3 Marketing Mistakes Yoga & Pilates Business Owners Make:
https://www.jackiegmurphy.com/3-marketing-mistakes
Join The Studio CEO Program: https://www.jackiegmurphy.com/studioceo

Send Jackie A Message!
You've got a retreat coming up. A membership to fill. A teacher training launching soon. And you're getting lots of "I'm interested!", but not a lot of "I'm in."
Here's what's actually happening: you've been told that urgency is manipulative, and so you've swung all the way to the other side. No deadlines. No pressure. Just "the door is open whenever you're ready." And y'all, that's not kindness—that's actually keeping your clients stuck.
In this episode, Jackie Murphy breaks down the psychology behind why humans delay decisions, the critical difference between false urgency and ethical urgency, and why creating clear deadlines is one of the most powerful leadership moves you can make as a studio owner. 
Episode Outline:
[02:15] The Instagram Threads moment that sparked this episode
[04:30] Why studio owners reject ALL urgency (and where that instinct comes from)
[06:00] Defining false urgency — and why you're right to reject it
[09:00] What ethical urgency actually looks like in a studio setting
[12:00] Reason #1
[14:15] Reason #2
[16:00] Reason #3
Key Takeaways:
✔ Humans are wired to delay. The brain defaults to "later" to conserve energy—this is called cognitive ease. A real deadline interrupts that pattern and gives people a reason to move.
✔ Indecision is stressful. Leaving clients in an open "I'll think about it" loop isn't kind—it's actually adding to their overwhelm. A deadline helps them get to yes or no, and that's a relief.
✔ Action is where transformation starts. Not intention. Not "someday." The moment of decision is the moment everything changes—and deadlines create that moment.
Quotes:
"People don't become ready and then decide. They decide and then become ready."
"Your job is not to keep the door open for every person forever. Your job is to create clear opportunities for people to step into."
"Without urgency, people stay stuck in intention. Urgency moves people into action—and action is what leads to transformation."
FAQ Section:
Is urgency in marketing manipulative? Not if it's real. If your intro offer expires, your retreat has a capacity limit, or your founding price actually goes away—telling people that is clarity, not manipulation.
Why do clients say they're interested but never actually sign up? It's not about interest. The brain defaults to "later" to conserve energy. Without a real deadline, "later" wins every time.
How do founding memberships work as an urgency strategy? You offer a special rate to your first wave of members—and when that window closes, the price changes for good. It rewards early commitment, creates real incentive to act, and sets the precedent that your pricing isn't flexible forever.
What ethical urgency can I use in my studio right now? Early bird pricing, intro offer conversion deadlines, retreat bonuses that expire on a set date, enrollment windows for programs or challenges, founding member pricing.
Can a deadline actually reduce stress for my clients? Yes—and this is the part that surprises most studio owners. Unmade decisions create anxiety. A deadline helps clients get to a yes or no and move on.
What if someone misses the deadline and still wants in? Honor it. Every time you make
Work with Jackie Murphy
Say Hi on Instagram @studioceoofficial
3 Marketing Mistakes Yoga & Pilates Business Owners Make:
https://www.jackiegmurphy.com/3-marketing-mistakes
Join The Studio CEO Program: https://www.jackiegmurphy.com/studioceo

Send Jackie A Message!
You're getting new students in the door. Maybe you're even running ads to do it. But a few months later, they're gone—and you're right back to square one.
Your students aren't leaving because your classes are bad. They're leaving because nothing is pulling them back in. Their progress is invisible. And their brain—wired to focus on the gap between where they are and where they want to go—has no reason to keep showing up.
In this episode, Jackie Murphy breaks down why the "sign the wall at 100 classes" approach isn't cutting it anymore, and exactly how to build a gamified retention system for your yoga or Pilates studio. You'll learn how to make progress visible, recognize effort continuously, and always give your members a next level to work toward. 
Episode Outline:
[01:30] Why retention matters more than acquisition
[03:00] The real reason members leave
[04:45] The gap vs. the gain: why clients can't see their own progress
[06:00] Where the "sign the wall" approach falls short
[09:00] What gamification actually looks like in a studio
[18:30] How to measure the impact of your new system

Key Takeaways:
✔️ A healthy retention rate is ~90% over six months. If your churn is above 10%, fix your retention system before spending more on ads.
✔️ Members don't leave because your classes are bad. They leave because their progress is invisible and their effort goes unrecognized.
✔️ Gamification isn't gimmicky—it's a strategic system where progress is visible, effort is recognized, and there's always a next milestone ahead.
Quotes:
"Signing the wall is a finish line, not a step in a journey."
"Your students aren't leaving because your classes aren't good. They're leaving because their progress isn't being tracked and the effort feels unrecognized."
"When there's no scoreboard, no tracking, no 'you're so close'—there's no reason for them to stay."
FAQ Section:
What is a healthy member retention rate for a yoga or Pilates studio? Around 90% within six months—meaning churn stays at or below 10%. If you're consistently above that, a retention system is your first priority, not more leads.
Why do yoga and Pilates studio members cancel? Most members don't leave because of class quality. They leave because their progress isn't visible and their effort goes unrecognized. When clients don't feel like they're getting anywhere, they drift—even if they actually are making progress.
What is a gamified retention system for fitness studios? It's a strategic structure where members earn points, level up through tiered titles, and unlock rewards at class milestones. It makes progress visible, recognizes effort continuously, and always gives members a clear next goal.
How do I implement milestones in my fitness studio without expensive software? Most studio management software already tracks attendance. Set up automated email triggers at key milestones, create tiered titles, and use physical rewards like branded swag. No new technology required—just intentional setup.
What rewards actually keep studio members engaged? The most effective combination: exclusive content, progressive retail discounts, and physical swag like hoodies, grippy socks, or special mats. Physical items are
Work with Jackie Murphy
Say Hi on Instagram @studioceoofficial
3 Marketing Mistakes Yoga & Pilates Business Owners Make:
https://www.jackiegmurphy.com/3-marketing-mistakes
Join The Studio CEO Program: https://www.jackiegmurphy.com/studioceo