Running a small business, especially in the middle of a cost-of-living crisis, can be rather challenging. There are so many different elements to take into consideration and for some, the path of least resistance isn’t always obvious.

In businesses where you’re considering staff and clients, and human emotion; business owners have a part to play in ensuring you remain approachable and empathetic whilst also establishing boundaries so you’re able to make decisions that are in the best interest of your business. Being a business owner in a growing industry like Pilates, requires you to stay up-to-date with your skills, to remain relevant; and if we’re talking about relevancy, we mustn’t forget to mention the need for a presence on social media platforms.

There are so many hats you must wear as a business owner, all the while ensuring you’re taking care of yourself, both physically and mentally, to be able to lead to the best of your ability.

So how do we survive in small business?

There is no right answer to this incredibly complex and layered question, but I’ve put together some tips that have helped me navigate the journey of Pilates studio ownership over the past two and a half years.

Marketing- Know your audience.

         

 

In a society that is full of social media tips, tricks and hacks, it’s easy to get caught up in doing what’s “trending”, what will help you get the most “engagement”, but for small boutique businesses, this method may not be the most effective – especially when you don’t have a tangible product to sell. Understanding how your clients found your studio in the first place and understanding what your clients value the most from your business is where you are going to see the best results. You want to ensure your social media platforms mirror your values as a business, not just the latest TikTok trend.

You want to ensure the time you are spending on putting together marketing content, whether that be for your website, Google business profile, paid ads or social media platforms, is content that is going to be consistent with what you value and project within the four walls of your studio.

That’s the reason we market online- right? To give the wider community a small snapshot of what they can expect from our studio and the services we provide.

We want to make sure our online presence and real-life presence aligns, so our expectation vs. reality – matches up.

A great way we have been able to track where most clients are finding our business is through JotForm. Including a “How did you hear about us?” section in your pre-exercise screening form is a great way to streamline data on how your clients are coming across your studio before taking the step to book into a class.

If you’re new to Jotform, check out this YouTube video to below on how to set up an account and create your first form:

https://www.youtube.com/watch?v=VwC6g5Ym0RQ&list=PLPsiQt6a8YQlfNE57uWA7wG

Staffing – How do you maintain staff in a high-turnover industry?

In an industry that, mostly works with sub-contractors, in a more casual and more flexible setting, it can be difficult to create consistency on your schedule. It is more than likely that your staff members will be working at more than one place and within more than one industry. The logistics of making your timetable work can be tricky at the best of times and the forever changing nature of people’s lives means that one week you could have everything under control, only to have 8 classes in need of a teacher the next.

Investing time in your instructors with professional development opportunities and providing possibilities for growth within your business is a great way to maintain teachers. Giving time and space for teachers to try something different, to lean into an area of expertise that they haven’t yet tapped into; allows staff to think outside the box. To not only gain more teaching experience, but learning experience within your business.

Setting this precedent from the induction stage of hiring means that staff are given the permission to;

  • put forward ideas for pop-up classes/workshops
  • express interest in taking on private sessions
  • feel as though they can be transparent with you about what they’re looking to get out of working with you

 

Creating a culture of open communication and understanding ensures these kinds of conversations can be had and received without any animosity – but this must go both ways. Ensuring you’re also being transparent with your staff about the needs of the business  and how the teacher’s needs align with this, is an important piece of the puzzle. Whilst we want to remain open and empathetic, we need to be able to come to the table with your business hat on and the goals and aspirations for your business in mind so you can make informed choices that consider all aspects.

For external professional development ideas and opportunities that you can promote to your staff, here are a few businesses/companies that promote continued education that I turn to;

 

Core values – know what they are and ensure every decision reflects them.

         

Within an industry that now has so many different versions of Pilates, it can be easy to get lost in whatever the most recent fad is. Whether that be the most aesthetically pleasing studios or the hottest “move of the month”, it can be challenging not to look around and think “is that what I should be doing?”.

Having a handful of core business values ensures that you have something to come back to, to ground you when you’re feeling extra impressionable by what’s going on around you and give you a chance to ask yourself – does this reflect our core values?

Having an overarching goal for your business means both you, your staff and your clients know exactly what your business is about, and you can filter out the noise of what other people and studios are doing.

Running a small business requires adaptability. When you have a business model that has the ability to change where needed, it’s important to continue to assess and reassess to ensure that what you’re providing still holds up against your vision and what society requires in that moment. Whilst this sounds like hard work, what a wonderful privilege it is to be able to adapt, change and improve your services constantly, to bring new life, new energy and a new perspective to your brand

It’s okay to change your core values, to pivot and switch direction if it’s what feels right, but having a handful of focuses allows your business to have a clear message and motivation that is the through line in every decision that you make.

Unsure where to start with your core values? Check out this article by Kellie Wong on Achievers.com from earlier this year

https://www.achievers.com/blog/company-core-value-examples/

Improving your skillset – there’s always more to learn.

As a business owner, you are constantly looking inwards. Reflecting on your own skills, behaviours and motivators and assessing how they contribute to the business you’re trying to run. I know I am constantly looking for more opportunities to grow not only as a business owner but in what I contribute to my clients and the Pilates industry. It is easy to get complacent, to assume what’s working now will be enough to keep your business, and your motivation healthy for years to come. But if the last two and a half years has taught me anything, it’s that every day, week, month and year can look completely different from the last, and this is just something as a small business owner you must get comfortable with.

 

Much to my point above, in any industry it is important we can adapt and change gears to reflect the needs of a forever changing society and to maintain a layered and interesting career for ourselves. Seeking opportunities to learn and connect with/from others, putting yourself in a room where you’re the most green, and being honest with yourself and others about where your strengths and weaknesses lie, are just a few ways you can give yourself the opportunity to grow, learn and improve as a business owner.

The easiest way to get a gage of who inspires you and who you are excited to learn from is to engage in networking events where you get the opportunity to speak and interact with likeminded people. A great place to stay up-to-date on different ideas being shared in the industry, staying informed about upcoming teachers who are making an impact, as well as news of events, workshops and networking opportunities, is via the Pilates Journal which is accessible both online and in magazine form.

https://pilatesjournal.com/

Take care of yourself

How can we inspire others to do this, if we’re not practicing self-care ourselves

When first becoming a business owner, I remember the amount of pressure I would put on myself to be at the studio every second of the day. In my time between classes, I was always looking for ways I could be doing MORE. Feeling as though if the studio wasn’t occupying my mind every second of the day, I was somehow doing the business a disservice. In fact, I would say it took me two whole years to learn that this pressure I put on myself was not sustainable nor was it beneficial to my business or my own health.

When you allow your business to consume every minute of your life and every moment of your thoughts – our perspective on what’s important can become clouded. As it is, there are many moments as a small business owner where you don’t have the choice to switch off. In my case – a last-minute cover being needed, a tech issue arising that needs immediate fixing or a client that needs guidance; are just a handful of examples where you don’t have a choice but to act, problem solve and give your full attention.

But in moments where things are running smoothly, everyone has shown up to their shifts and all emails are answered; you need to be able to step back, take a moment to enjoy the calm and go do something for yourself. Seeing the ebbs and flows over the last two and a half years has taught me that things can change in an instant. Monday you might find yourself with 1 thing to do, then by Tuesday; you have 100.

Enjoying the moments where there is stillness by taking yourself to a class, going for a walk or reading a book might be the difference between handling your next obstacle with clarity, or obscurity.

Stuck on some ideas for how you can better incorporate a work-life balance? This article from Wellness Living has some great ideas for better balance in your everyday life.

https://www.wellnessliving.com/blog/work-life-balance-tips-for-pilates-studio-owners/

 

For every studio, teacher and owner, taking care of business will look different.

With a varying set of priorities, processes and responsibilities, it’s never going to be a one-size-fits-all solution. Understanding what works best for you and your business and being okay with adapting, is just the first step in managing a small business in a constantly changing society. If we’re taking the time to learn from experience, self-reflect and strive for improvement, I’d say we’re off to a good start and a good pat on the back is in order.

 

An Article by Cecily Hemphill

Dip. Professional Pilates Instruction

Owner of NPT Affiliate Studio- Alive Pilates Studio, Greensborough

Faculty Educator – National Pilates Training