Pilates is a series of over 500 mat or equipment based exercises inspired by calisthenics, yoga and ballet to improve flexibility, strength, balance and body awareness. While Pilates training focuses on core strength, it trains the body as an integrated whole.
Pilates studios are among the fastest-growing industries in the US and have been highly resilient to the recession. In fact, instead of facing negative growth in 2008 and 2009, the industry only slightly slowed. The strength of the studio business is attributed to the heightened concern for the environment among Americans, which has renewed interest in becoming and staying healthy. This trend explains the growth of other wellness businesses.
There are many types of Pilates classes, beginning with the at-home DVDs. Group classes are common and can use mats ($15-20 per session) or equipment ($25-40 per hour.) Private sessions, while more expensive (as much as $100 per hour,) provide one-on-one training specific to individual needs.
This week’s Business Minds is with Allison Beardsley, founder and CEO of Club Pilates. Club Pilates is a fitness studio with five locations throughout San Diego. a number that Allison hopes to increase in 2013.
What do you feel are your biggest frustrations when it comes to marketing your business?
I honestly have no frustrations. I am not a sales person and have zero formal business training. I have been told I am a great marketer. I never really considered it marketing, but rather sharing my passion and helping others. Clients come organically because I am following my heart and passion.
If you have used social media, how has it worked for you? Was there a specific network that worked better than another?
Social media works very well. We have never done print or paid advertising, and I have no intention to do so. I enjoy using Facebook, Constant Contact and Groupon. I may look into social campaigns on Facebook and Google Adwords in the future.
Can you name a marketing activity that has worked exceedingly well and tell us why?
Groupon is amazing for us. We retain 80% of our Groupon clients because after the introductory deal, our regular price point is just a few bucks more. I don’t believe in auto bill pay and contracts, which are very popular in the fitness industry but do not serve the client. Facilities with monthly memberships bank on the fact that members do not go to the gym that often. At Club Pilates, we only want people to pay when they attend. We want our students to come and truly reap the benefits and feel great.
Is there someone that you look up to – someone who was always right behind you, supporting and cheering you on?
I look up to one of my clients that I train regularly. He is a self made success and owns an amazing building company in San Diego. I’ve been training him for a very long time and he truly inspires me. He is a busy business mentor and the only person I would wake up at the crack of dawn, battling traffic regularly to train!
Do you have a personal mantra?
Help as many people as possible and have as much fun as possible!
Business Minds is a series of The San Diego Marketing Blog in which we interview people in San Diego and in other areas of the United States and overseas about their responsibility to ensure the business they each represent is reaching the right people and ultimately driving sales. To make better business and marketing decisions for your business, read their stories and learn which marketing tactics worked and which did not.
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