I live in a large city in central Illinois where there are no studios offering pilates equipment. In fact, the closest is 150 miles away. Mat pilates classes are offered at local gyms.  I was first introduced to the reformer, cadillac, chair, ladder equipment a couple of years ago at a studio in Hinsdale, and now attend classes, when I can, in Riverside, both Chicago suburbs.  I fell in love in pilates and would like to share my passion with others where I live.  Though it may take a while because of the distance, I am working on getting certified.  I'd like to open a studio in my area and wondering if anyone  can give me some pointers on how to best market this idea to the public. I am a registered nurse with fitness background in personal training in weight training, aerobics, yoga, ballet, etc.  Thank you.

There is nothing better than living a dream and working in a field you are passionate about! It sounds as though you may have a great opportunity to be the first full Pilates studio in your region! This is exciting and can be a great opportunity; however, before you build it and assume they will come, take the time to do some thinking and researching.

First, what are the demographics of your area? Think beyond population and look at income levels and age groups. How well-attended are the Pilates mat classes and yoga classes? What 'kind' of Pilates is being offered and can you differentiate yourself beyond just offering equipment? Has anyone ever tried a Pilates studio before that failed? If so, see if you can find out what went wrong.

Do you already have a large student/client following in your fitness training? If so, making the jump becomes easier.

You will want to investigate the possibility of opening within an established fitness center with a steady stream of members versus going it alone. There are benefits to both. As a business within a business you benefit from the synergy of Pilates and fitness. You will have a ready target market that is keen about health and fitness. You want to make sure that your values and the potential center's values are a fit and that you have a contract in place that clearly lays out the business arrangement. If you open alone, you will have full freedom but more exposure.

I opened a new studio just a year and a half ago. We opened as a separate business, but created a friendly relationship with a large personal training center. We offered their clients a free first lesson and a discount. I like to start small and grow and this worked well here in CT. We started with a small 900 sq ft studio and just two of us teaching.

Word-of-mouth was by far our largest tool; however the local paper ran a large cover spread on our business opening which gave us quick visibility and a good start. We have run ads in all local papers, and I have to say they have not done much for our business. Our clients have kept us growing sharing their successes. We are now in a 2500 sq ft facility with three dedicated private rooms for classical full sessions and a large group room for MVe Chair and Reformer classes as well as mat.

We run "bring a friend a come for free" promotions that have done really well. We also provide one free mat or MVe Chair class for a first visit. We discount the first private session package - we call it "Try Pilates." It consists of three privates followed by three groups - a mat, an MVe Chair and an MVe Reformer. This allows them the chance to move around and try different things after they get a feel of the work privately. Most choose to stay with their privates and supplement with groups.

Doctor referral has also been another big source of business for us. We have a packet that we sent out to local doctors, physical therapists, and chiropractors that introduced us, provided our qualifications and shared the benefits of Pilates and how we were the place to go for quality Pilates training to improve back and joing pain. After a few doctors tried us and the clients felt better we gained a steady stream of clients from referrals.

If you do not have a business background make sure that you think about all the aspects of running a business: do you want to take that on, or do you need a partner to do that? What would you need to outsource (accounting perhaps).

It might be good for you to 'talk up your plan' with some area health and fitness professionals to test the waters and then lay a plan based on the information you learn.

Grow step at a time - and enjoy the journey.

Zoey

Thank you so much for the inspiration!   I plan to follow your suggestions and do some market research and create a business plan! 

Hi there,

 I just opened a studio recently in Colorado Springs, CO. Business is starting to grow mainly by word of mouth referral and I recently had a grand opening/open house which drew new clients and a lot of interest. I find that the calendar is starting to fill up but I do want to expand my marketing into the medical profession. Zoey talked about doctor referral and a packet that she used for that purpose. I am trying to do one but really don't know where to start and how to approach it. Would anyone have suggestions or where I can find examples?

 Thank you

Trish

In what suburb do you live?  Where do you plan to get ceritified?  In Hinsdale?  I recently opened a studio in a suburb of Chicago as well.  First (I was certified), I began in my home and worked for about a year building clientelle in mostly mat and some equipment (reformer and chair).  I saw there was a need for this in my city and opened a studio.  I too sent out letters/packets to chiropractors, etc.  I also joined the Chamber and introduced myself to all the business owners (specifically female-oriented) and put discount cards (one :30 complimentary session before "x" date) in their shops about 2 months prior to opening (clients could either do this at my home or at the new studio location upon opening).  We offered to do a session with a editorial colomnist in a local paper who then wrote about us in the paper. 

Many people in suburbs do not know Pilates includes equipment.  Many are shocked at the cost of weekly sessions.  I also worked in Chicago at a studio and there we had few mat classes because they were offered at many gyms there (obviously).  Here they are more difficult to find (especially for free) and are typically not great instructors or are PIYO classes.  Thus, we offer several (6) to accomodate schedules (moms, workers, etc.).  This has helped build our equipment classes and offers an inexpensive option to people who want to do Pilates two or more times a week and can't afford private sessions.  So, ask around, meet with some of the other business owners and get their input. 

You'll need to figure out how many clients you'll need to have on a regular basis to pay your bills monthly.  For us, doing this with the clients built before opening (in my basement) was the answer.  So, going in we knew we could pay bills.  I also have a partner.  This is essential for me as I am a mom (as is she) and it helps tremendously to have someone to fill in for you.  I also taught a class at the local health center to build some additional business for my studio; and at the other locations as well. 

I would consider - is there at least one other person who could get certified - at least in mat.  This would help you out.  Are they willing to work for next to nothing as you build?  The other great option would be getting space with a Chiropractor, Podiatrist, etc.  Hook up with the local cycling or running club.  Start with one reformer and a chair, some space for a mat class of about 10 people and build from there.  Offer discounted options while you're getting up and running - like the "bring a friend" idea.  Tell some people to get five friends together and you'll build a class for them with a 12-week (or whatever) committment.  Look for local dance classes for kids, moms groups, school district meetings, bunco groups, churches.  We did some mat class offers at several benefits in the area to also get recognition.  This was a tremendous help in building clients. 

 How are the mat classes attended in your local gyms?  Are they good?  Do they charge extra at those gyms?  Who is teaching the Pilates classes there?

Keep in mind, you will most likely (unless you can share space with someone or you are independently wealthy) have to get inexpensive space which is not street level (some cities do not approve of this in zoning even because you are not "retail").  This will bring you to an exposure issue that will force you to get the word out even more.  Word of mouth is BY FAR the biggest seller.  Realestate agents, etc.  Hook up with someone that knows everyone and give them some sessions and get them hooked!

Suburbs are different than larger cities (having worked in both teaching Pilates).  You'll need to show that ANYONE can do Pilates - not just pictures of perfect women in a teaser.  We have photos of men and older women in our advertising and this has helped as well - of course we do have one or two perfect bodies! :)

 Good luck!  I've written a lot because I'm excited for you.  It's fantastic and you'll be LOVED by your clients bringing this amazing form of exercise to your suburb.  It's so fullfilling and so far so good with me and my partner! 

Last thing - get certified by a very reputable certification company.   Obviously Peak is great...  I am certified by Power Pilates.  DO NOT go cheap.  You will be isolated and do not want to be in a room alone with some who has recently had a hip replacement and you are not absolutely positive on what to do with that client.  You'll get all kinds of clients from *** cancer (and its side effects) to loss of limbs.  So, be kind to yourself and go with a great program!