The Fitcarma Podcast

Barry & Shay Kostabi: Brand Strategist + Experience Designer
  • 4.9 (73)
  • FITNESS
  • UPDATED MONTHLY

The Fitcarma Podcast is for fitness studio owners who are ready to make the leap from being a business to becoming a brand. Each episode explores what it really takes to build a fitness brand people feel, trust, and choose on purpose: from sharper positioning and stronger messaging to better class experiences, team alignment, and long-term loyalty. If you want to stand out in a crowded market, create a more memorable client experience, and build something people come back to for more than just the workout, this show is for you.

  1. FCM224: If You Want To Grow... Your Studio Needs This First

    1D AGO

    FCM224: If You Want To Grow... Your Studio Needs This First

    In this episode, Shay breaks down the hidden energy leaks that drain trust, culture, consistency, and scalability inside boutique fitness businesses... even the really good ones! From hiring the wrong people for the right reasons, to rushed onboarding, unclear standards, weak internal messaging, and teams with no real path for growth, this episode is a deep dive into what may actually be keeping your studio stuck, strained, or harder to lead than it should be. The answer is not to become more rigid or corporate, but rather, building the kind of foundation that protects the magic, strengthens the team, and allows your business to grow without losing its soul. If your classes are full but things still feel messy behind the scenes, this episode will help you spot the cracks, strengthen the weak spots, and think differently about the systems your business needs next. In this episode, we cover: • why growth often reveals the gaps • the difference between talent and alignment • why onboarding and in-house training matter more than most owners realize • how selective standards erode trust • why your team needs more than tasks, they need language, meaning, and a path • the kinds of systems that support the magic instead of replacing it   Ready to assess what may be holding your studio back? Download the Studio Systems Health Check: https://www.fitcarma.com/studiosystems   Want support strengthening the foundation of your business? Book a Fit Call: https://fitcarma.com/northstar

    44 min
  2. FCM223: Are You Talking to Your Members... or a Mirror?

    10/24/2025

    FCM223: Are You Talking to Your Members... or a Mirror?

    Your social media feed can be an invitation into your brand world, or a fancy display case. You didn't open a studio to perform. You opened it to help people feel stronger, steadier, more themselves. If your posts impress colleagues but the person walking in after a long day doesn't see themselves in it, something's out of alignment. In this conversation, we put the member back at the center, so your words feel like a welcome, your visuals feel like a promise, and your feed feels like the doorway into a room where they belong.   Shout-outs Kink Pilates: @kink_pilates; @kinkpilates_academy RE:FORM LAB: @reformlabpilates   Book a North Star Session fitcarma.com/northstar

    24 min
  3. FCM222: Brands That Moves People: Life Time's North Star with Jeff Zwiefel

    09/19/2025

    FCM222: Brands That Moves People: Life Time's North Star with Jeff Zwiefel

    What does it really take to build a brand that moves people? In this conversation, Jeff Zwiefel (former President & COO of Life Time) pulls back the curtain on the principles and systems behind one of the most trusted names in fitness. We unpack how a clear North Star, codified standards, and aligned teams create a consistent experience at scale, without losing soul. If you're a studio owner, program director, or instructor leader, this episode is a blueprint: start with purpose, translate it into the way your experience is taught and hosted, build systems for reliability, hire and train for alignment, and innovate only when it serves the mission. Jeff's insights validate everything we teach at Fitcarma about turning brand into an operating system, so your promise is felt in every class, every interaction, every location. What you'll learn Why a North Star is the foundation for scale and trust The tenets of a Life Time–level experience (and how to translate them to any size studio) How standards, training, and culture make consistency teachable What "innovation with integrity" looks like (evolve without diluting your identity) Discover your North Star Ready to lead with clarity? Apply for a North Star Brand Strategy Session with Fitcarma and turn these principles into your playbook: fitcarma.com/northstar. Build a brand that moves people, and give your team the structure to deliver it every day.

    33 min
  4. FCM221: Scaling with Soul: How to Build a Team That Rocks Your Brand Vision

    07/11/2025

    FCM221: Scaling with Soul: How to Build a Team That Rocks Your Brand Vision

    You've built something powerful. An experience your community loves. But behind the scenes, you're wearing too many hats, struggling to replicate the magic, and wondering how to get your team to carry the brand with the same heart you do. Sound familiar? In this episode, we unpack the real reasons team buy-in feels so hard, and what actually works when you're trying to scale your studio without losing the soul of what makes it special. We'll walk you through: - Why instructors sometimes resist feedback (and how to shift it) - What buy-in really means (and how to earn it) - How to create brand-aligned guardrails without stifling creativity - Why clear identity and values must come before systems - How to build something scalable (without being in the room) Whether you're opening your third location or just tired of doing everything yourself, this episode will help you take the next step with clarity, confidence, and soul. Want something you can use right now to support your team's growth and alignment? Grab the 360 Performance Review Toolkit: your go-to resource for leading effective, empowering reviews that actually move the needle. It's packed with: -Clear review structures -Customizable templates -Goal-setting & growth tools -Conversation scripts & best practices Plus: -Check out the 10-minute companion episode on Off the Mic for quick wins and action steps. -And if you purchase before the end of summer, you'll also get the Workshop Magic Toolkit: ice breakers and team-building exercises to make trainings more fun, bonding, and impactful. GET IT NOW: grab it now and start creating the shift your studio needs. Want help defining your brand's story, message, and mission? Book a North Star Session: https://fitcarma.com/northstar Want your team to deliver your brand experience every time? Explore Shay's Playbook Services: https://www.fitcarma.com/workwithus — Subscribe, tag us with your takeaways, and share this episode with your leadership team. You don't have to carry it all alone, and you shouldn't.

    48 min
  5. FCM220: The Rhythm Remembers: Music as Medicine for Movement, Mood, and Meaning with Emma Marshall

    06/21/2025

    FCM220: The Rhythm Remembers: Music as Medicine for Movement, Mood, and Meaning with Emma Marshall

    What if music isn't just a good playlist in your classes, but the most powerful tool you have to transform how your clients feel, heal, and remember your brand? In this unforgettable episode of the Fitcarma Podcast, we sit down with Emma Marshall, researcher, educator, and author of Music is Medicine, to explore the deep, untapped potential of music as a tool for nervous system regulation, emotional imprinting, and embodied experience. Emma's story begins with a collapse—burnout, illness, and a body that wouldn't respond to words. What brought her back was rhythm, movement, basslines, repetition, and dance. Her work now bridges global sound traditions, neuroscience, and somatic healing to show us how music isn't entertainment. It's technology for healing, connection, and community. Whether you're a studio owner, creative director, or fitness leader, this conversation will reframe how you think about music inside your brand experience. We discuss: Why your playlists might be overstimulating your clients instead of regulating them The key moments in a class where music can shift emotional states How rhythm creates memory, loyalty, and trust in your brand Why reclaiming ritual in group fitness may be the future of retention How to lead your team toward more intentional, immersive experiences If you care about client retention, emotional resonance, and becoming a studio people don't just attend but truly feel, this is a must-listen. 🔗 Connect with Emma Marshall Website: https://mimhq.co.uk Book: Music is Medicine on Amazon 💫 Want to align your message, your product, and your team? Book a North Star Brand Strategy Session with us: 👉 https://signup.fitnesscareermastery.com/northstar/

    1h 2m
  6. FCM219: Brands That Move People: Inside Collective Studios with Ashley Marand Iwanicki

    05/30/2025

    FCM219: Brands That Move People: Inside Collective Studios with Ashley Marand Iwanicki

    Ashley Marand Iwanicki is the founder and CEO of The Collective Studios, a boutique fitness brand in New Hampshire that's redefining what it means to lead with purpose, build community, and create experiences that actually move people. In this powerful conversation, Ashley shares how a vivid dream sparked the vision for her studio, what it means to build a brand rooted in expansion and belonging, and the bold leadership decisions that helped her scale with soul. As a Fitcarma brand, Ashley partnered with us to clarify her message and elevate the Collective Studios identity into something bigger than a studio—it's now a brand people feel. In this episode, we go behind the scenes of what it really takes to build something that resonates on every level. You'll hear us dive into: The moment she realized fitness had to be more than workouts How Collective Studios blends performance with purpose What it really takes to develop a high-performing, empowered team The systems that drive consistency and connection across locations Why staying in the messy middle is part of the magic And how transformation begins with creating the conditions for people to return to themselves This episode is part of our new Brands That Move People series, where we spotlight founders who are doing things differently—and doing it well. If you're a studio owner, instructor, or creative leader in the fitness space, this one will leave you fired up. 🔗 Connect with Ashley: @ashleymarandhealth 🔗 Learn more about her studio: @thecollective_studios

    1h 22m

  7. 05/16/2025

    FCM218: 13 Reasons Body Transformation Marketing Is Failing Your Business (Backed by Research)

    Episode Description & Show Notes: This week, a fitness influencer went viral for saying people over 200 pounds shouldn't be allowed in Pilates class—and that instructors with a "gut" shouldn't be teaching. Yes, she deleted the video. But the damage was done. Thousands of people agreed with her. This is the fitness industry we're still up against. And in this episode, we're not just pushing back—we're burning the whole narrative down. We break down 13 research-backed reasons why building your fitness brand around body transformation isn't just unethical—it's lazy, outdated, and costing you money. What we cover: Why transformation-based branding leads to low retention and high churn How extrinsic motivation backfires (and what the neuroscience says) The impact of shame-based messaging on mental health How to actually build emotional loyalty that fuels long-term growth Why purpose-driven brands scale better—and feel better This episode is part reckoning, part guidebook. We brought the science, the lived experience, and the tools to help you build a brand that doesn't just sell workouts—but moves people. Whether you've already left the old model behind or are still working your way out of it—this one's for you. If this message resonates, share it. Post it. Text it to your team. Forward it to another studio owner. This is how we shift the industry—together.   SPRING INTO SUMMER AUDITS (Limited-Time Offer) Want to be sure your brand is saying what it's supposed to—and that your class experience is reinforcing it? Brand Strategy Audit with Barry – $150 Experience Architecture Audit with Shay – $150 Bundle both for $250 We'll review your messaging, experience delivery, and help you align your brand with what actually works—ethically, emotionally, and financially. DM us "AUDIT" on Instagram or email us at hello@fitcarma.com   Citations & Research Sources McGonigal, K. (2020). The Joy of Movement: How Exercise Helps Us Find Happiness, Hope, Connection, and Courage. https://www.penguinrandomhouse.com/books/562466/the-joy-of-movement-by-kelly-mcgonigal/ Singh, B. et al. (2023). Effect of Physical Activity on Symptoms of Depression and Anxiety in Adults: A Meta-Review of Meta-Analyses. British Journal of Sports Medicine. https://bjsm.bmj.com/content/early/2023/02/16/bjsports-2022-106195 Ducharme, J. (2022). Mental Health Benefits Are Getting Americans Back to the Gym. TIME Magazine. https://time.com/6233766/mental-health-benefits-exercise/ Inspire360 (2023). Mental Health Issues Are on the Rise: How the Fitness Industry Can Help. https://blog.inspire360.com/mental-health-and-the-fitness-industry/ Mintel (2023). Exercise Trends and Mental Wellness in the U.S. https://www.mintel.com (requires subscription access) Mindbody Wellness Index (2022–2023). Top Reasons Americans Exercise. https://www.mindbodyonline.com/business/education/blog/wellness-index Clear, J. (2018). Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones. https://jamesclear.com/atomic-habits Harvard Business Review (Reichheld & Schefter, 2000). The Economics of E-Loyalty. https://hbr.org/2000/07/the-economics-of-e-loyalty Blink Fitness. Mood Above Muscle Campaign Case Study. https://www.blinkfitness.com/about/mood-above-muscle PubMed (Tiggemann & Zaccardo, 2015). "Fitspiration" on Social Media: Body Image Effects of Fitspo vs. Self-Compassion. https://pubmed.ncbi.nlm.nih.gov/26176993/ Two Brain Business (2019). The Real Problem With 6-Week Challenges. https://twobrainbusiness.com/the-real-problem-with-6-week-challenges/ Marshall, E. (2025). Music Is Medicine: How Rhythm Heals the Body and Moves the Soul. https://musicismedicine.co Fitcarma Brand Strategy Guide (2025). Internal brand framework. https://fitcarma.com

    1h 4m
  8. FCM217: If They're Not Showing Up, That's On Us: Why the Real Problem Isn't Motivation—It's Conversion

    05/02/2025

    FCM217: If They're Not Showing Up, That's On Us: Why the Real Problem Isn't Motivation—It's Conversion

    What if your potential clients aren't lazy, unmotivated, or inconsistent—what if your brand just isn't making them feel like they belong? In this episode, we challenge one of the fitness industry's most toxic assumptions and reveal why people aren't saying yes to your studio (even when your workouts are amazing). We'll share real stories, client examples, and a practical breakdown of how to build emotionally intelligent experiences that convert. You'll learn: – Why "just show up" messaging is doing more harm than good – The difference between selling and converting – How small acts of hospitality lead to long-term loyalty – What your brand might be missing if your classes aren't full 1. Ready to attract more aligned clients and build a brand people feel connected to? Book a free North Star Strategy Session and let's map it out together: https://www.fitcarma.com/northstar/ 2. Want to dig deeper into this right away? Get access to our free mini-training: "Why Your Classes Aren't Selling Out (& What To Do About It)" Get it here → https://minicourse.fitcarma.com/

    39 min
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4.9
out of 5
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About

The Fitcarma Podcast is for fitness studio owners who are ready to make the leap from being a business to becoming a brand. Each episode explores what it really takes to build a fitness brand people feel, trust, and choose on purpose: from sharper positioning and stronger messaging to better class experiences, team alignment, and long-term loyalty. If you want to stand out in a crowded market, create a more memorable client experience, and build something people come back to for more than just the workout, this show is for you.

Information

  • Creator
    Barry & Shay Kostabi: Brand Strategist + Experience Designer
  • Years Active
    2017 - 2026
  • Episodes
    223
  • Rating
    Explicit
  • Show Website
    The Fitcarma Podcast