The Studio CEO: Business Coaching For Yoga & Pilates Teachers & Studio Owners

Why Your People Keep Saying 'I'll Think About It' Instead of Booking

Send Jackie A Message! [https://www.buzzsprout.com/867922/fan_mail/new] You've got a retreat coming up. A membership to fill. A teacher training launching soon. And you're getting lots of "I'm interested!", but not a lot of "I'm in." Here's what's actually happening: you've been told that urgency is manipulative, and so you've swung all the way to the other side. No deadlines. No pressure. Just "the door is open whenever you're ready." And y'all, that's not kindness—that's actually keeping your clients stuck. In this episode, Jackie Murphy breaks down the psychology behind why humans delay decisions, the critical difference between false urgency and ethical urgency, and why creating clear deadlines is one of the most powerful leadership moves you can make as a studio owner.  Episode Outline: [02:15] The Instagram Threads moment that sparked this episode [04:30] Why studio owners reject ALL urgency (and where that instinct comes from) [06:00] Defining false urgency — and why you're right to reject it [09:00] What ethical urgency actually looks like in a studio setting [12:00] Reason #1 [14:15] Reason #2 [16:00] Reason #3 Key Takeaways: ✔ Humans are wired to delay. The brain defaults to "later" to conserve energy—this is called cognitive ease. A real deadline interrupts that pattern and gives people a reason to move. ✔ Indecision is stressful. Leaving clients in an open "I'll think about it" loop isn't kind—it's actually adding to their overwhelm. A deadline helps them get to yes or no, and that's a relief. ✔ Action is where transformation starts. Not intention. Not "someday." The moment of decision is the moment everything changes—and deadlines create that moment. Quotes: "People don't become ready and then decide. They decide and then become ready." "Your job is not to keep the door open for every person forever. Your job is to create clear opportunities for people to step into." "Without urgency, people stay stuck in intention. Urgency moves people into action—and action is what leads to transformation." FAQ Section: Is urgency in marketing manipulative? Not if it's real. If your intro offer expires, your retreat has a capacity limit, or your founding price actually goes away—telling people that is clarity, not manipulation. Why do clients say they're interested but never actually sign up? It's not about interest. The brain defaults to "later" to conserve energy. Without a real deadline, "later" wins every time. How do founding memberships work as an urgency strategy? You offer a special rate to your first wave of members—and when that window closes, the price changes for good. It rewards early commitment, creates real incentive to act, and sets the precedent that your pricing isn't flexible forever. What ethical urgency can I use in my studio right now? Early bird pricing, intro offer conversion deadlines, retreat bonuses that expire on a set date, enrollment windows for programs or challenges, founding member pricing. Can a deadline actually reduce stress for my clients? Yes—and this is the part that surprises most studio owners. Unmade decisions create anxiety. A deadline helps clients get to a yes or no and move on. What if someone misses the deadline and still wants in? Honor it. Every time you make Work with Jackie Murphy * Say Hi on Instagram @studioceoofficial [https://www.instagram.com/studioceoofficial/] * 3 Marketing Mistakes Yoga & Pilates Business Owners Make: https://www.jackiegmurphy.com/3-marketing-mistakes [https://www.jackiegmurphy.com/3-marketing-mistakes] * Join The Studio CEO Program: https://www.jackiegmurphy.com/studioceo [https://www.jackiegmurphy.com/studioceo]

Here Is the Strategy I Would Use to Get My Members to Stick Around Longer

Send Jackie A Message! [https://www.buzzsprout.com/twilio/text_messages/867922/open_sms] You're getting new students in the door. Maybe you're even running ads to do it. But a few months later, they're gone—and you're right back to square one. Your students aren't leaving because your classes are bad. They're leaving because nothing is pulling them back in. Their progress is invisible. And their brain—wired to focus on the gap between where they are and where they want to go—has no reason to keep showing up. In this episode, Jackie Murphy breaks down why the "sign the wall at 100 classes" approach isn't cutting it anymore, and exactly how to build a gamified retention system for your yoga or Pilates studio. You'll learn how to make progress visible, recognize effort continuously, and always give your members a next level to work toward.  Episode Outline: [01:30] Why retention matters more than acquisition [03:00] The real reason members leave [04:45] The gap vs. the gain: why clients can't see their own progress [06:00] Where the "sign the wall" approach falls short [09:00] What gamification actually looks like in a studio [18:30] How to measure the impact of your new system Key Takeaways: ✔️ A healthy retention rate is ~90% over six months. If your churn is above 10%, fix your retention system before spending more on ads. ✔️ Members don't leave because your classes are bad. They leave because their progress is invisible and their effort goes unrecognized. ✔️ Gamification isn't gimmicky—it's a strategic system where progress is visible, effort is recognized, and there's always a next milestone ahead. Quotes: "Signing the wall is a finish line, not a step in a journey." "Your students aren't leaving because your classes aren't good. They're leaving because their progress isn't being tracked and the effort feels unrecognized." "When there's no scoreboard, no tracking, no 'you're so close'—there's no reason for them to stay." FAQ Section: What is a healthy member retention rate for a yoga or Pilates studio? Around 90% within six months—meaning churn stays at or below 10%. If you're consistently above that, a retention system is your first priority, not more leads. Why do yoga and Pilates studio members cancel? Most members don't leave because of class quality. They leave because their progress isn't visible and their effort goes unrecognized. When clients don't feel like they're getting anywhere, they drift—even if they actually are making progress. What is a gamified retention system for fitness studios? It's a strategic structure where members earn points, level up through tiered titles, and unlock rewards at class milestones. It makes progress visible, recognizes effort continuously, and always gives members a clear next goal. How do I implement milestones in my fitness studio without expensive software? Most studio management software already tracks attendance. Set up automated email triggers at key milestones, create tiered titles, and use physical rewards like branded swag. No new technology required—just intentional setup. What rewards actually keep studio members engaged? The most effective combination: exclusive content, progressive retail discounts, and physical swag like hoodies, grippy socks, or special Work with Jackie Murphy * Say Hi on Instagram @studioceoofficial [https://www.instagram.com/studioceoofficial/] * 3 Marketing Mistakes Yoga & Pilates Business Owners Make: https://www.jackiegmurphy.com/3-marketing-mistakes [https://www.jackiegmurphy.com/3-marketing-mistakes] * Join The Studio CEO Program: https://www.jackiegmurphy.com/studioceo [https://www.jackiegmurphy.com/studioceo]

The Real Reason You’re Not Selling Enough

Send Jackie A Message! [https://www.buzzsprout.com/867922/fan_mail/new] In this episode, Jackie Murphy breaks down the most important concept in business growth: the shift from teacher or employee mindset to Studio CEO identity. If you’ve ever felt scared to sell, hesitant to market your studio, or unsure about investing in your growth, this conversation will challenge how you think about leadership in your business. Jackie explains why resistance is actually a sign that you’re growing, why waiting to feel “ready” keeps you stuck, and why your thoughts and emotions—not your strategies—determine your results. WHAT YOU’LL LEARN IN THIS EPISODE ✔️ The difference between teacher mindset vs. Studio CEO mindset ✔️ The real reason studio owners struggle with selling ✔️ The leadership shift that changes how you show up in sales and marketing ✔️ Why successful studio owners stay committed even when results fluctuate EPISODE BREAKDOWN [01:30] The real reason studio owners get stuck when trying to grow [06:45] The difference between the employee mindset and the CEO mindset [12:30] Why selling feels uncomfortable—and how to fix it [15:45] The biggest mistake studio owners make when marketing [20:30] Why waiting for results before committing will keep you stuck [23:40] Leadership during revenue fluctuations [29:30] What actually transforms inside the Studio CEO program KEY TAKEAWAYS ✔️ Your identity determines your results. Strategy alone will not grow your studio. ✔️ Resistance is a sign of growth. Fear, doubt, and uncertainty mean you’re stepping into something new. ✔️ Selling is leadership. When you believe in your offer, inviting people into it becomes a privilege—not pressure. ✔️ Your energy matters more than your words in sales. People can feel hesitation and uncertainty. QUOTES FROM THE EPISODE “Your actions aren’t what create your results—your thoughts, emotions, and identity do.” “Selling isn’t about convincing people. It’s about inviting them into a transformation.” “Leadership means showing up even when the results aren’t there yet.” FAQ Why do yoga studio owners struggle with selling? Many studio owners associate selling with being pushy or manipulative. In reality, effective selling is simply inviting people into a transformation that can help them. How do I get more members in my yoga studio? Growing your membership requires consistent marketing, confident selling, and strong leadership. Studio owners who show up daily to promote their offers and invite people into their community see the most growth. How often should studio owners sell their offers? Studio owners should be inviting people into their offers consistently—often daily—through marketing, social media, email, and in-person conversations. What is the Studio CEO program? The Studio CEO Program is Jackie Murphy’s coaching program designed to help yoga and Pilates studio owners grow their revenue, improve marketing, and step into leadership. How do I know if I’m thinking like an employee instead of a CEO? If you wait for results before committing, avoid selling because it feels uncomfortable, or look fo Work with Jackie Murphy * Say Hi on Instagram @studioceoofficial [https://www.instagram.com/studioceoofficial/] * 3 Marketing Mistakes Yoga & Pilates Business Owners Make: https://www.jackiegmurphy.com/3-marketing-mistakes [https://www.jackiegmurphy.com/3-marketing-mistakes] * Join The Studio CEO Program: https://www.jackiegmurphy.com/studioceo [https://www.jackiegmurphy.com/studioceo]

Why Your Email List Should Be Generating 40% of Your Revenue (And Exactly What To Do If It's Not)

Send Jackie A Message! [https://www.buzzsprout.com/twilio/text_messages/867922/open_sms] In this episode, Jackie Murphy breaks down why 40% of your studio's revenue should be coming from your email list, why most studio owners are dramatically underusing this channel, and the exact identity shift required to go from "I don't want to bother people" to becoming a CEO who uses email to lead and generate revenue. You'll learn why announcing a workshop is not the same as selling it, how to build an email cadence that actually converts, and why staying quiet isn't humility—it's a disservice to the students who need you most. If your email list feels like an afterthought right now, this is your wake-up call. Timestamped Outline [00:00] The 40% revenue benchmark from email [02:10] How much money you’re leaving on the table [03:15] The “I don’t want to bother people” mindset trap [04:40] Why monthly newsletters don’t generate sales [06:00] Announcing vs. selling (and why they’re not the same) [07:30] The CEO identity shift studio owners must make [09:55] How many emails it actually takes to fill a workshop [11:30] Email marketing as a skill you must practice [14:00] Jackie’s free masterclass invitation Key Takeaways ✔️ 40% of your studio’s revenue should come from email marketing ✔️ Sending one monthly newsletter is not a marketing strategy ✔️ Announcing an offer is not the same as selling it ✔️ Emailing multiple times is service — not spam ✔️ CEOs lead people to action (teachers just share information) ✔️ Selling through email is a skill you build, not something you “just know” ✔️ If you’re emailing less than 3 times per week, you’re underutilizing your list Pull Quotes "Announcing isn't selling. CEOs lead people to action—they follow up, they speak directly to objections, and they invite repeatedly." "Email marketing is a skill, just like teaching Pilates is a skill. You learned it, you practiced, you got better. Email is the same." "People want to hear from you. They signed up for your email list. They opted in. They want to read your emails, and they want to buy." "Inviting them to buy isn't being salesy. It is you doing your job." "Every single email you send moves people forward—it helps them see a problem they didn't know was there, a solution they didn't know existed." FAQ How often should a yoga studio send marketing emails? Yoga and Pilates studios should aim to send 3–5 emails per week, with a mix of nurture and sales emails. One monthly newsletter is not enough to drive consistent revenue. What percentage of revenue should come from email marketing? Approximately 40% of total monthly revenue should come from your email list if leveraged correctly. How many emails should I send to promote a workshop? Typically 5–12 emails during a promotion window, each addressing different objections, benefits, or angles. How do I stop feeling salesy? Reframe selling as service. If your workshop helps people, inviting them repeatedly is leadership — not pressure. What’s the difference between announcing and selling? Announcing shares information once. Selling guides someone toward a decision through repeated, persuasive communication. Work with Jackie Murphy * Say Hi on Instagram @studioceoofficial [https://www.instagram.com/studioceoofficial/] * 3 Marketing Mistakes Yoga & Pilates Business Owners Make: https://www.jackiegmurphy.com/3-marketing-mistakes [https://www.jackiegmurphy.com/3-marketing-mistakes] * Join The Studio CEO Program: https://www.jackiegmurphy.com/studioceo [https://www.jackiegmurphy.com/studioceo]

Stop Building Someone Else's Dream Studio

Send Jackie A Message! [https://www.buzzsprout.com/twilio/text_messages/867922/open_sms] In this episode, Jackie breaks down how to get out fast—starting with one question you need to answer before you hire another teacher, expand, or change your strategy: What do you want this business to do for your life? Episode Outline [00:00] Introduction + Studio CEO Agency announcement  [01:20] What the comparison trap is and why it happens  [02:45] The one question every studio owner needs to answer first  [05:00] What happens when you ignore what you want  [06:15] Enterprise vs. lifestyle: the two business types  [07:10] What an enterprise business looks like for studio owners  [10:00] Why Jackie runs a lifestyle business right now  [12:15] Decisions from clarity vs. comparison—the CEO shift  Key Takeaways ✓ The comparison trap slows your growth by pulling you toward someone else's vision instead of your own. ✓ Enterprise businesses are built for scalability and exit. Lifestyle businesses are built to support how the owner wants to live. Both are valid—but they require completely different strategies. ✓ Knowing your business type gives you a filter for every decision. Clarity is the antidote to comparison. Pull Quotes "I define a successful business by a business that gives you the opportunity to have the authentic life experience that you want to have." "You're not making decisions from clarity. You're making them from comparison." "If this business isn't serving you, then in the long run, just ignoring that and focusing on serving and giving will actually grow into resentment. It may grow into burnout." FAQ What is the comparison trap for studio owners? It's when you measure your studio's success against someone else's Instagram and make reactive decisions based on what you see—leading to constantly shifting strategy and building toward someone else's vision instead of your own. How do I stop comparing my studio to others? Answer the question: "What do I want this business to do for my life?" When you're clear on that, you have a filter for every decision and you stop needing to look sideways at what everyone else is doing. What's the difference between an enterprise and lifestyle business? An enterprise business is built for rapid scalability and eventual sale. A lifestyle business supports the owner's preferred way of living—consistent income, flexibility, and freedom over explosive growth. Should I want to grow my studio into a franchise or multi-location brand? Only if that's genuinely what you want. The strategy looks completely different for enterprise vs. lifestyle owners. The only wrong move is chasing someone else's version of success without knowing what yours is. Why do studio owners burn out? Usually because they're over-giving without a clear picture of what they want in return. Without defining success personally, you keep adding more with no stopping point—and that becomes resentment and burnout. How do I know which type of business I'm building? Ask: Am I building this to eventually sell it, or to live and work inside it sustainably? The answer shapes every decision from here. Work with Jackie Murphy * Say Hi on Instagram @studioceoofficial [https://www.instagram.com/studioceoofficial/] * 3 Marketing Mistakes Yoga & Pilates Business Owners Make: https://www.jackiegmurphy.com/3-marketing-mistakes [https://www.jackiegmurphy.com/3-marketing-mistakes] * Join The Studio CEO Program: https://www.jackiegmurphy.com/studioceo [https://www.jackiegmurphy.com/studioceo]