The importance of knowing your numbers as a Pilates studio owner with Catherine Hebb

Welcome to Beyond the Reformer

Introduction to the Podcast

• Host Nick Lenny introduces "Beyond the Reformer," a podcast focused on Pilates, community connection, and inspiring stories.

• The aim is to foster thoughtful conversations and provide genuine insights for listeners on their Pilates journey.

Katherine Heb: Founder of Runway Pilates

Background of Katherine Heb

• Katherine Heb is the founder of Runway Pilates, which has three studios in Manchester and Cheshire, UK. She has been in business for 10 years.

• In addition to running her studios, she serves as a business coach for other studio owners globally, offering valuable advice on successful studio management.

Early Life and Introduction to Pilates

• Katherine shares her early passion for sports, particularly netball, but faced knee issues that later affected her back during university.

• After struggling with pain from traditional fitness activities, she discovered Pilates at a local leisure center while looking for low-impact exercise options. This experience transformed her physical health significantly over time.

Transitioning into Business

Career Shift Towards Pilates

• Following university, Katherine initially pursued a corporate career in sales but quickly realized it was not fulfilling; this led her on a soul-searching mission towards finding her true calling in Pilates.

• Recognizing a gap in the market for accessible Pilates classes outside of injury recovery or elderly demographics inspired her to create Runway Pilates studios that cater to diverse clientele needs.

Training and Studio Development

• Initially starting with mat work training out of personal interest, Katherine's passion grew into a desire to open her own studio despite having no prior business experience or family background in entrepreneurship. She felt an intrinsic motivation driving her forward into this new venture.

Understanding the Decision to Open a Pilates Studio

Initial Considerations for Location

• The speaker discusses their decision to open a studio in Manchester instead of competing with established studios in another area, highlighting the importance of market awareness.

• They reflect on the fear associated with entering an unfamiliar market and emphasize the need to understand local customer patterns before making such decisions.

Market Analysis and Financial Considerations

• The speaker stresses the significance of knowing your target demographic, pricing strategy, and operational costs, noting that Pilates is often more expensive due to limited class sizes and high equipment costs.

• They mention that initial capital investment is substantial, particularly for reformer equipment which can cost between $2,000-$3,000 per unit.

Intuition vs. Data in Location Selection

• A combination of data analysis and gut instinct plays a crucial role in selecting a location; factors like accessibility and visibility are essential for attracting clients.

• The speaker shares personal experiences about recognizing the right space for a studio based on intuition rather than just financial metrics.

Evolution of the Pilates Industry

• Reflecting on industry changes over ten years, they note how public perception has shifted from ignorance about Pilates to its widespread popularity today.

• Despite growth in studio numbers, many new establishments struggle financially; there’s concern about sustainability as trends evolve.

Ongoing Education and Industry Challenges

• The speaker highlights their role in educating clients about what distinguishes Pilates from yoga while acknowledging ongoing misconceptions within the industry.

• They express concern over unregulated practices leading to potential injuries among clients due to improper training or misleading marketing claims regarding Pilates offerings.

Understanding the Evolution of Pilates and Studio Ownership

The Differentiation in Pilates Styles

• The speaker reflects on how public awareness of Pilates has evolved over the past decade, noting that while people recognize what Pilates is, they often don't understand the various styles and their differences.

• A comparison is made to yoga, highlighting how different styles (e.g., yin, ashtanga, vinyasa) have clearer distinctions that clients may be more familiar with.

Transition from Corporate to Studio Ownership

• The speaker discusses the stress associated with being a studio owner compared to working in a corporate environment, emphasizing that responsibility lies solely with the owner.

• Unlike traditional 9-to-5 jobs, studio ownership requires flexibility in hours due to weekend and evening commitments.

Importance of Team Dynamics

• The speaker emphasizes that building a strong team is crucial for success; effective recruitment can significantly ease operational burdens.

• There’s an acknowledgment of the tendency among female studio owners to take on too much themselves, which can lead to burnout.

Growth and Expansion Challenges

• The discussion touches on personal experiences balancing work and family life as a studio owner versus corporate employment benefits like maternity leave.

• The motivation behind expanding from one studio to multiple locations was driven by a desire to share the benefits of Pilates widely.

Operational Procedures for Scaling

• As studios grow, establishing processes becomes essential; many owners struggle when transitioning from one location to two without proper systems in place.

• Standard Operating Procedures (SOPs), although tedious to create, are highlighted as vital tools for streamlining operations across multiple locations.

Recruitment and Training Needs

• Finding qualified instructors became challenging; thus, creating training programs was necessary for onboarding quality staff.

• In addition to instructors, hiring front-of-house staff became important for client management and sales support as business expanded.

Operations Management Insights

• An operations manager plays a critical role in managing day-to-day tasks across multiple locations, alleviating some pressure from the owner.

The Challenges of Opening a Business

The Naivety of Entrepreneurship

• The speaker reflects on the importance of naivety when starting a business, suggesting that knowing all the challenges beforehand might deter potential entrepreneurs.

• Despite the difficulties faced, the speaker acknowledges that their journey has been worthwhile as they continue to persevere.

Adapting and Learning in Business

• Emphasizes the necessity for constant adaptation and learning in business management, particularly for those without formal training in business.

• Highlights a gap in Pilates training regarding business skills, stressing that success is tied to understanding client retention and self-employment dynamics.

Distinction Between Teaching and Ownership Skills

• Points out that being an effective Pilates or yoga instructor does not automatically translate into being a successful studio owner; different skill sets are required.

• Discusses the significant risks involved in opening a studio, noting how corporate friends often struggle to comprehend these risks.

Importance of Data Awareness

• The speaker notes a common challenge among studio owners: lack of knowledge about their data and key performance indicators (KPIs).

• Many owners focus solely on revenue without tracking expenses or client retention metrics, which can lead to uninformed decision-making.

Utilizing Data for Improvement

• Stresses that understanding data is crucial for making informed decisions across various aspects of business operations.

• Shares personal practices like monitoring class attendance to identify issues early before they escalate.

Navigating Instructor Relationships

Conversations with Instructors

• Discusses how analyzing numbers can facilitate constructive conversations with instructors about their teaching styles or external factors affecting performance.

Compassionate Leadership

• Emphasizes the need for compassion when addressing issues with instructors, recognizing them as human beings facing personal challenges.

Open-Minded Approach

• Advocates for maintaining an open mind during difficult conversations, encouraging questions rather than assumptions to foster better communication.

Coping Mechanisms and Support in Teaching

The Importance of Listening and Self-Care

• Acknowledges the challenges individuals face, emphasizing the power of being a supportive listener during tough times.

• Suggests that sometimes taking time off or engaging in self-care activities like massages can help alleviate stress.

Establishing Consistency Across Teaching Locations

• Discusses the creation of a "runway method" to ensure consistency in teaching across different locations.

• Highlights the variability in teaching styles and terminology among instructors, aiming for a unified approach for clients.

Framework for Instructors

• Describes a structured framework that allows instructors to maintain their unique style while adhering to core principles.

• Emphasizes that this framework helps instructors focus on creativity without starting from scratch, enhancing engagement through variety.

Characteristics of Great Teachers

• Identifies personality traits such as warmth and energy as crucial for attracting students back week after week.

• Stresses the importance of consistency in teaching methods and basic corrections to foster client progression.

Supporting New Teachers Through Onboarding

Onboarding Process Overview

• Explains an 8-week onboarding program designed for new teachers lacking experience, focusing on practical application rather than just theory.

Hands-On Experience with Trainee Classes

• Introduces trainee classes where new instructors gain real-world experience while clients are aware they are participating in training sessions.

Addressing Challenges Faced by New Instructors

• Points out that many training programs lack sufficient hands-on teaching practice, which is critical for developing effective teaching skills.

Studio Expansion and Equipment Transition

Overview of Studio Changes

• The speaker discusses the expansion of their studio in Manchester, which was initially larger than needed but had a suitable location and facilities inherited from a previous occupant.

• Creative modifications were made to utilize the space effectively, including adding walls and reconfiguring areas for new equipment.

Introduction of Taran Chair Equipment

• The speaker expresses a strong preference for the Taran chair equipment, highlighting its unique ability to connect with the body differently than reformers.

• Initial client reactions to the chair have been mixed; some perceive it as only suitable for older individuals, indicating a need for education about its benefits.

Client Experience and Feedback

• Existing clients have embraced the challenge posed by the new equipment, finding it more engaging compared to traditional reformer exercises.

• The integration of various equipment types enhances client understanding of movement principles across different apparatuses.

Training Philosophy and Methodology

• The speaker emphasizes comprehensive training that incorporates multiple pieces of equipment to illustrate how movements translate between them.

• Some clients initially expect reformer classes but are encouraged to appreciate group sessions on other equipment despite their slower pace.

Benefits of Diverse Equipment Use

• The versatility offered by different pieces of equipment allows clients to experience varied workouts that target specific muscle groups effectively.

• Clients begin recognizing connections between exercises performed on different apparatuses, enhancing their overall understanding of Pilates principles.

The Role Evolution as Studio Grows

Shift in Leadership Responsibilities

• As the studio expanded from one location to three, the speaker transitioned from teaching full-time to managing administrative tasks alongside Pilates instruction.

Leadership Challenges and Growth

Embracing Continuous Learning

• The speaker emphasizes the importance of lifelong learning, acknowledging that no one is perfect and that they do not have all the answers.

• A personal challenge involves relinquishing control and finding suitable people for specific roles within their organization.

Navigating Difficult Conversations

• The speaker reflects on their tendency to avoid hard conversations with staff due to personal upbringing influences.

• They express a strong dislike for confrontation, admitting it is a significant learning curve to engage in these discussions earlier rather than later.

• Experience has taught them the value of addressing issues promptly to support team members effectively.

Leadership Evolution

• The speaker shares insights about being upfront with team members, noting that avoiding difficult conversations can be detrimental to both parties involved.

• As the studio grows, they feel an increased demand on their leadership role while managing a larger payroll.

Balancing Presence and Empowerment

• The discussion highlights the challenge of stepping back as an owner while ensuring team members feel empowered in their roles.

• There’s recognition of the difficulty in maintaining a human-centric approach amidst operational demands.

Managing Work-Life Balance

• The speaker discusses setting defined working hours to combat burnout, emphasizing boundaries between work and personal life.

• They stress the importance of prioritization and realistic goal-setting, allowing flexibility in daily tasks without self-imposed pressure.

• Communication with team members about response times helps establish expectations and maintain balance.

Establishing Boundaries

• The need for clear boundaries is reiterated; as responsibilities grow, so does the necessity for structured working hours to prevent work from encroaching on personal time.

• Acknowledging that being a studio owner intertwines with personal life underscores the importance of having rules around work commitments.

A Day in the Life of a Studio Owner

Weekly Routine and Work Environment

• The speaker emphasizes that their to-do list is never fully completed, indicating a constant flow of tasks. They aim to visit the studio three times a week for personal workouts.

• Preferring to work from home, they find it conducive for creative tasks and business planning due to the peace and quiet it offers.

• The speaker organizes team socials every three months, which fosters bonding among team members who often work independently.

• Once a year, they hold a team retreat by closing all studios for a day, allowing instructors to connect outside of their teaching roles.

• Acknowledging the loneliness some instructors feel, the speaker stresses the importance of community within their work environment.

Building Team Culture

• The speaker believes that fostering a sense of community is crucial in today's workplace and expresses passion for developing this culture within their team.

• They advise maintaining good boundaries and timekeeping as essential tips for running multiple studio locations successfully.

• Highlighting determination as key, they stress that understanding financial metrics is vital for profitability in business operations.

Influential Advice and Mentorship

• The most impactful advice received was about having difficult conversations early on; this insight came from Steven Bartlett's podcast.

• The speaker appreciates podcasts like Dio for providing valuable insights on handling tough conversations effectively.

• They recognize that mastering communication skills is essential in professional interactions with clients and staff alike.

Reflections on Mentors

• Early mentors included Caroline and Kathy from previous experiences in fitness instruction, who significantly influenced their career path.

• The speaker acknowledges learning from various sources over time—podcasts, books, coaching—that contribute to personal growth.

Future Perspectives on Pilates Industry

• There’s hope for establishing regulation within the Pilates industry; the speaker envisions returning to its foundational roots while enhancing professionalism.

Understanding Pilates Safety and Education

The Importance of Regulation in Pilates

• Emphasizes the need for regulation and understanding of techniques in Pilates, highlighting that there is a science behind the movements rather than random fitness activities.

• Discusses the common issue of injuries occurring on machines, which are often due to improper use rather than the movements themselves being unsafe.

Misconceptions About Equipment and Training

• Critiques studios that prioritize extreme spring choices for beginners, leading to falls and injuries; stresses that Pilates should focus on educating the body.

• Points out that injuries often stem from poor practices like using too heavy springs or holding positions for too long without proper guidance.

The Role of Education in Practice

• Expresses concern over individuals injuring themselves at studios, questioning what led them to such situations; emphasizes the importance of proper education in movement.

• Criticizes a fitness mindset focused solely on timed exercises without teaching participants about their movements, resulting in ineffective practice.

Addressing Public Perception and Teaching Standards

• Highlights how misconceptions about Pilates can deter people from trying it after negative experiences; advocates for better public understanding of different styles within Pilates.

• Stresses the lack of regulation in teaching standards, noting that certifications may not adequately prepare instructors to handle clients with specific needs like rehabilitation.

Recruitment Challenges and Personal Growth

• Discusses the necessity for potential teachers to understand recruitment processes better; mentions personal experiences with hiring challenges.

• Reflects on learning from experience regarding recruitment and acknowledges ongoing learning as essential even after gaining experience.

Pilates and Its Profound Impact

The Role of Pilates in Personal Development

• The speaker discusses the importance of recognizing a person's potential quickly, emphasizing the need for prompt conversations and decisions regarding their role.

• Pilates has provided the speaker with a significant lifestyle change, particularly in terms of physical well-being. They express empathy for those experiencing pain, highlighting how it can dominate daily life.

• Living pain-free is described as a liberating experience that extends beyond physical freedom to include mental clarity and peace.

• The conversation concludes with gratitude towards Katherine for sharing her story, expressing eagerness to visit her studio in Altering, which is near where the speaker used to live.

• A humorous note is made about their previous meeting in LA, underscoring the connection despite geographical distance.