Join us in this insightful episode as we explore the inspiring journey of Seran Glanfield, a former banker from Wales who discovered her true passion in the realm of movement and pilates. Initially drawn to pilates as a dedicated runner, Seran quickly realized its profound impact on her well-being and decided to become a pilates instructor. However, her growing fascination with the business side of the industry led her to shift her focus to helping other pilates instructors thrive and expand their studios.


How Seran Guides Clients to Differentiate 

With the boutique fitness world experiencing exponential growth over the past decade, many studio owners find themselves faced with a saturated market. So, how can you set your business apart from the crowd? While pricing is a commonly used strategy, Seran emphasizes that long-term differentiation lies in uncovering the unique qualities of your fitness studio. From providing exceptional customer experiences to helping clients achieve their goals, understanding your strengths is crucial in setting yourself apart.


One common pitfall for business owners is falling into the comparison trap when discovering their business’s core values. Seran advises putting on blinders and resisting the urge to focus on what neighboring studios are doing. Often, owners underestimate the special aspects of their own business, overlooking their unique offerings. By prioritizing core values and allocating resources accordingly, you can retain clients who genuinely appreciate the exceptional service you provide.


Getting Someone in the Door vs. Retention 

Marketing can be divided into two main aspects: attracting clients to your studio and fostering loyalty. To engage potential clients who haven’t yet interacted with your business, it’s important to identify any obstacles that may be holding them back. By effectively communicating your core values and clarifying the type of environment you provide, you can pre qualify clients and invite them to take the next step. Once a client walks through your door, shift your focus from addressing hesitations to showcasing the potential they can achieve by working with you. Successful marketing creates visibility, while a seamless sales strategy acts as a natural next step in their fitness journey.


Seran’s View on Pricing and Discounts

Aligning your pricing model with your values and desired client interaction is vital. Each business is unique in how it wants to engage with clients, and this extends to pricing services. There is no one-size-fits-all approach, and it’s essential to choose a model that aligns with your brand values. Whether you believe in offering drop-in classes for flexibility or prefer subscription-based options for better results, select a pricing structure that resonates with your studio’s identity. Additionally, consider the expenses associated with running your business, such as rent and utilities, and ensure that your pricing sustains these costs.


What Does it Mean to Run a Business Like Clockwork?

When all the pieces of your business puzzle fit together, your studio runs like clockwork. Your business should not be a constant source of headaches, and implementing systems that allow you to work on your business, rather than just in it, is crucial. While it’s natural to gravitate toward areas where you feel comfortable, it’s important to continually seek ways to elevate all aspects of your studio. Obtaining an outside perspective can be invaluable in identifying areas for improvement that may have been overlooked.


How Seran Keeps Her Money Mindset Strong

As a coach, Seran sees money and business as tools rather than measures of personal worth. She encourages clients to adopt a similar mindset, focusing on the number of people they can support and the impact they can make through their work. While optimizing profitability is important, expanding your goals beyond financial metrics will enhance your satisfaction as a business owner.


Tune in to this episode to gain valuable insights on standing out in the competitive boutique fitness industry, uncovering your studio’s unique strengths, and nurturing long-term business growth. Discover how focusing on core values, effective marketing, strategic pricing, and a healthy money mindset can lead to success and fulfillment as a studio owner.


Key Points

00:17 What most people don’t know about Seran

02:44 How Seran fell in love with boutique fitness studios

06:51 How Seran guides clients to differentiate 

16:54 Getting someone in the door vs. retention 

21:49 Seran’s view on pricing and discounts 

30:01 What does it mean to run a business like clock work

36:09 How Seran keeps her money mindset strong 


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