Owner & Founder of Indoor Cycle Design
After the grand opening shindig and your studio is running smoothly, many assume the honeymoon will last forever. However, successful owners know that anything “new” will trigger momentum, but sustaining momentum is the secret sauce and why some studios thrive while others fail.
With a decade of experience launching boutique fitness studios worldwide, I hear the same excuses when classes once full are now half empty. Owners wonder why their wait-lists have disappeared and begin to play the blame game: “It’s summer and they’re on vacation.” “It’s that other new studio down the street.” “If we only had a professional PR firm or better instructors.” The list of excuses is endless.
When numbers are down and revenue drops, studio owners should take a hard look in the mirror and confront these 7 signs that indicate your studio may be on the fast track to failure.
The most insignificant features of your studio are often the most important to clients, and a “hit or miss” attitude will undermine your success. Policies you deemed important in the beginning, such as sending a handwritten note to first timers or greeting clients by name, is part of your brand and not an option.
Treat every day as if it were grand opening and never forget the little things. Ever.
2. LEAD FROM BEHIND
Studios fail because owners spend time micro-managing what they know instead of learning what they do not.
3. UNDERVALUING INSTRUCTORS AND STAFF
If you think it’s expensive to hire a professional, wait until you hire an amateur.
4. FORGETTING WHO IS BOSS
Mandatory reading for the entire staff: “The Nordstrom Way: The Inside Story of America’s #1 Customer Service Company,” by Robert Spector.
5. FRONT DESK DIVAS
Regularly practice role playing with real-world scenarios to help greeters anticipate the unexpected. Say Yes before No. Always.
6. LETTING MONEY GO TO YOUR HEAD
Customers will never love your studio until the employees love it first. Owners should read: “Leaders Eat Last,” by Simon Sinek.
7. WORDS MATTER
Complaints are like questions. They communicate what a person truly values.
For more information on boutique fitness studio design and startup operations, visit: www.indoorcycledesign.com