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

Send Jackie A Message!
In this episode, Jackie Murphy breaks down the most important concept in business growth: the shift from teacher or employee mindset to Studio CEO identity.
If you’ve ever felt scared to sell, hesitant to market your studio, or unsure about investing in your growth, this conversation will challenge how you think about leadership in your business.
Jackie explains why resistance is actually a sign that you’re growing, why waiting to feel “ready” keeps you stuck, and why your thoughts and emotions—not your strategies—determine your results.
What You’ll Learn in This Episode
✔️ The difference between teacher mindset vs. Studio CEO mindset
✔️ The real reason studio owners struggle with selling
✔️ The leadership shift that changes how you show up in sales and marketing
✔️ Why successful studio owners stay committed even when results fluctuate
Episode Breakdown
[01:30] The real reason studio owners get stuck when trying to grow
[06:45] The difference between the employee mindset and the CEO mindset
[12:30] Why selling feels uncomfortable—and how to fix it
[15:45] The biggest mistake studio owners make when marketing
[20:30] Why waiting for results before committing will keep you stuck
[23:40] Leadership during revenue fluctuations
[29:30] What actually transforms inside the Studio CEO program
Key Takeaways
✔️ Your identity determines your results. Strategy alone will not grow your studio.
✔️ Resistance is a sign of growth. Fear, doubt, and uncertainty mean you’re stepping into something new.
✔️ Selling is leadership. When you believe in your offer, inviting people into it becomes a privilege—not pressure.
✔️ Your energy matters more than your words in sales. People can feel hesitation and uncertainty.
Quotes from the Episode
“Your actions aren’t what create your results—your thoughts, emotions, and identity do.”
“Selling isn’t about convincing people. It’s about inviting them into a transformation.”
“Leadership means showing up even when the results aren’t there yet.”
FAQ
Why do yoga studio owners struggle with selling?
Many studio owners associate selling with being pushy or manipulative. In reality, effective selling is simply inviting people into a transformation that can help them.
How do I get more members in my yoga studio?
Growing your membership requires consistent marketing, confident selling, and strong leadership. Studio owners who show up daily to promote their offers and invite people into their community see the most growth.
How often should studio owners sell their offers?
Studio owners should be inviting people into their offers consistently—often daily—through marketing, social media, email, and in-person conversations.
What is the Studio CEO program?
The Studio CEO Program is Jackie Murphy’s coaching program designed to help yoga and Pilates studio owners grow their revenue, improve marketing, and step into leadership.
How do I know if I’m thinking like an employee instead of a CEO?
If you wait for results before committing, avoid selling because it feels
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!
In this episode, Jackie Murphy breaks down why 40% of your studio's revenue should be coming from your email list, why most studio owners are dramatically underusing this channel, and the exact identity shift required to go from "I don't want to bother people" to becoming a CEO who uses email to lead and generate revenue. You'll learn why announcing a workshop is not the same as selling it, how to build an email cadence that actually converts, and why staying quiet isn't humility—it's a disservice to the students who need you most.
If your email list feels like an afterthought right now, this is your wake-up call.

Timestamped Outline
[00:00] The 40% revenue benchmark from email
[02:10] How much money you’re leaving on the table
[03:15] The “I don’t want to bother people” mindset trap
[04:40] Why monthly newsletters don’t generate sales
[06:00] Announcing vs. selling (and why they’re not the same)
[07:30] The CEO identity shift studio owners must make
[09:55] How many emails it actually takes to fill a workshop
[11:30] Email marketing as a skill you must practice
[14:00] Jackie’s free masterclass invitation

Key Takeaways
✔️ 40% of your studio’s revenue should come from email marketing
✔️ Sending one monthly newsletter is not a marketing strategy
✔️ Announcing an offer is not the same as selling it
✔️ Emailing multiple times is service — not spam
✔️ CEOs lead people to action (teachers just share information)
✔️ Selling through email is a skill you build, not something you “just know”
✔️ If you’re emailing less than 3 times per week, you’re underutilizing your list

Pull Quotes
"Announcing isn't selling. CEOs lead people to action—they follow up, they speak directly to objections, and they invite repeatedly."
"Email marketing is a skill, just like teaching Pilates is a skill. You learned it, you practiced, you got better. Email is the same."
"People want to hear from you. They signed up for your email list. They opted in. They want to read your emails, and they want to buy."
"Inviting them to buy isn't being salesy. It is you doing your job."
"Every single email you send moves people forward—it helps them see a problem they didn't know was there, a solution they didn't know existed."

FAQ
How often should a yoga studio send marketing emails?
Yoga and Pilates studios should aim to send 3–5 emails per week, with a mix of nurture and sales emails. One monthly newsletter is not enough to drive consistent revenue.
What percentage of revenue should come from email marketing?
Approximately 40% of total monthly revenue should come from your email list if leveraged correctly.
How many emails should I send to promote a workshop?
Typically 5–12 emails during a promotion window, each addressing different objections, benefits, or angles.
How do I stop feeling salesy?
Reframe selling as service. If your workshop helps people, inviting them repeatedly is leadership — not pressure.
What’s the difference between announcing and selling?
Announcing shares information once. Selling guides someone toward a decision through repeated, persuasive communicatio
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!
In this episode, Jackie breaks down how to get out fast—starting with one question you need to answer before you hire another teacher, expand, or change your strategy: What do you want this business to do for your life?

Episode Outline
[00:00] Introduction + Studio CEO Agency announcement 
[01:20] What the comparison trap is and why it happens 
[02:45] The one question every studio owner needs to answer first 
[05:00] What happens when you ignore what you want 
[06:15] Enterprise vs. lifestyle: the two business types 
[07:10] What an enterprise business looks like for studio owners 
[10:00] Why Jackie runs a lifestyle business right now 
[12:15] Decisions from clarity vs. comparison—the CEO shift 

Key Takeaways
✓ The comparison trap slows your growth by pulling you toward someone else's vision instead of your own.
✓ Enterprise businesses are built for scalability and exit. Lifestyle businesses are built to support how the owner wants to live. Both are valid—but they require completely different strategies.
✓ Knowing your business type gives you a filter for every decision. Clarity is the antidote to comparison.

Pull Quotes
"I define a successful business by a business that gives you the opportunity to have the authentic life experience that you want to have."
"You're not making decisions from clarity. You're making them from comparison."
"If this business isn't serving you, then in the long run, just ignoring that and focusing on serving and giving will actually grow into resentment. It may grow into burnout."

FAQ
What is the comparison trap for studio owners? It's when you measure your studio's success against someone else's Instagram and make reactive decisions based on what you see—leading to constantly shifting strategy and building toward someone else's vision instead of your own.
How do I stop comparing my studio to others? Answer the question: "What do I want this business to do for my life?" When you're clear on that, you have a filter for every decision and you stop needing to look sideways at what everyone else is doing.
What's the difference between an enterprise and lifestyle business? An enterprise business is built for rapid scalability and eventual sale. A lifestyle business supports the owner's preferred way of living—consistent income, flexibility, and freedom over explosive growth.
Should I want to grow my studio into a franchise or multi-location brand? Only if that's genuinely what you want. The strategy looks completely different for enterprise vs. lifestyle owners. The only wrong move is chasing someone else's version of success without knowing what yours is.
Why do studio owners burn out? Usually because they're over-giving without a clear picture of what they want in return. Without defining success personally, you keep adding more with no stopping point—and that becomes resentment and burnout.
How do I know which type of business I'm building? Ask: Am I building this to eventually sell it, or to live and work inside it sustainably? The answer shapes every decision from here.
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 been posting consistently. You've got the aesthetic. You're showing up on Instagram. So why aren't new students finding you?
Here's the deal: if your marketing could describe any studio in your city, it's not marketing — it's filler. And in 2026, filler is costing you real students.
In this episode of the Studio CEO Podcast, Jackie Murphy breaks down exactly why generic messaging has become the biggest invisible barrier between yoga and Pilates studio owners and the clients they're trying to attract. Jackie shares the 2026 messaging rule she's using with studio owners inside the Studio CEO Program — and what needs to change in your content right now.
You'll walk away knowing how to audit your own messaging in under five minutes, why specificity attracts instead of excludes, and how to rewrite your next Instagram reel hook to stop the scroll and get potential students thinking "this is exactly for me."
If you've ever wondered why a competitor with a less beautiful feed keeps filling classes while yours sit half-empty, this episode has your answer.
Timestamped Outline:
[00:00] Introduction & why messaging matters more than ever in 2026
[02:15] The "can you swap the name?" test for your current marketing
[04:00] Why generic messaging happened — and why it's not your fault
[05:30] How AI tools like ChatGPT are making the problem worse
[06:45] Why specificity attracts instead of excludes
[07:59] The 3-part messaging audit: who, expertise, one person at a time
[10:00] Why Gen Z and Millennials respond to human, values-driven content
[11:00] Live example #1: Rewriting "benefits of yoga for moms"
[13:30] Live example #2: Rewriting "prenatal yoga flow" into a scroll-stopper
[16:00] Old messaging vs. new messaging — what the pattern looks like
[17:30] How Jackie writes 4 reels every week inside the Studio CEO Program
[19:00] Your next step: audit your messaging today
Key Takeaways:
If any studio could post it, delete it. Vague messaging makes you invisible — and in 2026, invisible means empty classes.
The name-swap test is your messaging audit in five seconds: swap your studio name for a competitor's. If it still makes sense, your copy needs work.
AI-generated content is making everyone's marketing sound the same. Writing your own human, specific, story-driven content is your competitive advantage.
Old messaging lists features and benefits. New messaging tells a specific story with a specific emotion that makes someone say "that's me."
Your organic marketing should generate at least 30% of your leads — but only if the messaging is doing its job.
Pull Quotes:
"Vague messaging is expensive, and it will end up costing you new students and members."
"If you swapped your studio name with a competitor's name, would anyone notice? If it still makes sense, that's your sign."
"You are not writing content to check a box. You are writing content to make people who don't know you stop their scroll and think: this is for me. I need to work with them."
"If any business could write it, it is not messaging — it is filler words."
"Gen Z deeply cares about
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 invested thousands in certifications. Your classes are incredible. Your teaching is top-notch. So why isn't your revenue reflecting that?
Here's the hard truth: being the best teacher won't make you stand out in 2026.
As more yoga and Pilates studios open across the country, studio owners are being told they need better quality teachers to compete. But that advice is costing you time, money, and growth. In this episode, Jackie breaks down why your skills as a teacher have nothing to do with your skills as a business owner—and why the best communicator wins, not the best quality.
If you're relying on referrals and hoping your amazing classes will do the marketing for you, this episode will shift everything. Jackie shares exactly what it takes to stand out among your competition in 2026: refining your message, becoming more visible, and adding paid advertising into your marketing mix. This is the CEO-level thinking that will help you build a profitable, sustainable studio—not another certification.

Timestamped Outline
[00:11] Welcome and episode overview: helping you stand out in 2026
[01:45] The viral reel that sparked this episode—why "best quality teachers" advice is wrong
[03:20] Jackie's story: How a 300-hour certification didn't increase her revenue at all
[05:15] Why being the best teacher doesn't guarantee business growth
[06:40] The truth about referrals as a marketing strategy (it's hope, not strategy)
[07:28] What it actually means to be a great communicator in 2026
[09:45] The litmus test for your messaging—and why generic language is killing your growth
[10:50] Case study: How Mimi Yoga in Miami nails their message
[12:15] Why even established 10-20 year studios need to update their messaging now
[13:50] The visibility problem: How Club Pilates runs 20,000 ads while you run zero
[15:30] Why organic social media and referrals alone won't cut it anymore
[16:45] Where to start with paid advertising (Meta and Google—that's it)
[18:20] What to do if you're not ready to invest in ads yet
[19:15] The equation: Get them in the door first, then quality matters

Key Takeaways
✓ The best communicator wins—not the best quality. Your teaching skills have nothing to do with your business skills. If you're relying on your classes to do the marketing for you, you're relying on hope.
✓ More certifications won't grow your revenue. Quality matters for retention, but it won't bring people through your door. Poor quality will hurt you, but high quality alone won't guarantee success.
✓ Referrals are important—but they're not a strategy. If you're only relying on social media and referrals in 2026, you're going to fall behind your competition.
✓ Your message must be transformation-focused, not schedule-focused. If another studio could write your Instagram caption by just swapping out their name, your messaging isn't specific enough.
✓ The litmus test: Who are your people becoming? Your messaging should communicate the identity your members have, the transformation they experience, and the results you deliver—not just class times and "all lev
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