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

Jackie Murphy
  • 4.9 (60)
  • MARKETING
  • UPDATED WEEKLY

Welcome to The Studio CEO, the only podcast that empowers yoga and Pilates teachers and studio owners to step confidently into their roles as CEOs. If you're ready to take your business seriously, show up with passion, and scale your studio to new heights without burning out, you're in the right place. I’m your host, Jackie Murphy, an award-winning, certified business coach with 12+ years in the yoga industry I’ve seen firsthand what it takes to turn your passion into a powerful, scalable business. Join me as we dive into strategies, insights, and real-world advice to help you grow your revenue, build a thriving team, and create a business that serves you as much as you serve your clients. It's time to embrace your CEO mindset and make more money without working more.

  1. 2D AGO

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

    Send Jackie A Message! 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 3 Marketing Mistakes Yoga & Pilates Business Owners Make: https://www.jackiegmurphy.com/3-marketing-mistakes Join The Studio CEO Program: https://www.jackiegmurphy.com/studioceo

    24 min

  2. MAR 9

    The Real Reason You’re Not Selling Enough

    Send Jackie A Message! 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 Work with Jackie Murphy Say Hi on Instagram @studioceoofficial 3 Marketing Mistakes Yoga & Pilates Business Owners Make: https://www.jackiegmurphy.com/3-marketing-mistakes Join The Studio CEO Program: https://www.jackiegmurphy.com/studioceo

    33 min

  3. MAR 3

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

    Send Jackie A Message! 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 @studioceoofficial3 Marketing Mistakes Yoga & Pilates Business Owners Make: https://www.jackiegmurphy.com/3-marketing-mistakesJoin The Studio CEO Program: https://www.jackiegmurphy.com/studioceo

    14 min

  4. FEB 24

    Stop Building Someone Else's Dream Studio

    Send Jackie A Message! 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 @studioceoofficial3 Marketing Mistakes Yoga & Pilates Business Owners Make: https://www.jackiegmurphy.com/3-marketing-mistakesJoin The Studio CEO Program: https://www.jackiegmurphy.com/studioceo

    14 min

  5. FEB 17

    The 2026 Messaging Rule: If It Could Be About Any Studio, Delete It

    Send Jackie A Message! You've been posting consistently. You've got the aesthetic. You're showing up on Instagram. So why aren't new students finding you? Here's the deal: if your marketing could describe any studio in your city, it's not marketing — it's filler. And in 2026, filler is costing you real students. In this episode of the Studio CEO Podcast, Jackie Murphy breaks down exactly why generic messaging has become the biggest invisible barrier between yoga and Pilates studio owners and the clients they're trying to attract. Jackie shares the 2026 messaging rule she's using with studio owners inside the Studio CEO Program — and what needs to change in your content right now. You'll walk away knowing how to audit your own messaging in under five minutes, why specificity attracts instead of excludes, and how to rewrite your next Instagram reel hook to stop the scroll and get potential students thinking "this is exactly for me." If you've ever wondered why a competitor with a less beautiful feed keeps filling classes while yours sit half-empty, this episode has your answer. Timestamped Outline: [00:00] Introduction & why messaging matters more than ever in 2026[02:15] The "can you swap the name?" test for your current marketing[04:00] Why generic messaging happened — and why it's not your fault[05:30] How AI tools like ChatGPT are making the problem worse[06:45] Why specificity attracts instead of excludes[07:59] The 3-part messaging audit: who, expertise, one person at a time[10:00] Why Gen Z and Millennials respond to human, values-driven content[11:00] Live example #1: Rewriting "benefits of yoga for moms"[13:30] Live example #2: Rewriting "prenatal yoga flow" into a scroll-stopper[16:00] Old messaging vs. new messaging — what the pattern looks like[17:30] How Jackie writes 4 reels every week inside the Studio CEO Program[19:00] Your next step: audit your messaging todayKey Takeaways: If any studio could post it, delete it. Vague messaging makes you invisible — and in 2026, invisible means empty classes.The name-swap test is your messaging audit in five seconds: swap your studio name for a competitor's. If it still makes sense, your copy needs work.AI-generated content is making everyone's marketing sound the same. Writing your own human, specific, story-driven content is your competitive advantage.Old messaging lists features and benefits. New messaging tells a specific story with a specific emotion that makes someone say "that's me."Your organic marketing should generate at least 30% of your leads — but only if the messaging is doing its job.Pull Quotes: "Vague messaging is expensive, and it will end up costing you new students and members." "If you swapped your studio name with a competitor's name, would anyone notice? If it still makes sense, that's your sign." "You are not writing content to check a box. You are writing content to make people who don't know you stop their scroll and think: this is for me. I need to work with them." "If any business could write it, it is not messaging — it is filler words." "Gen Z deeply cares about the value Work with Jackie Murphy Say Hi on Instagram @studioceoofficial3 Marketing Mistakes Yoga & Pilates Business Owners Make: https://www.jackiegmurphy.com/3-marketing-mistakesJoin The Studio CEO Program: https://www.jackiegmurphy.com/studioceo

    19 min

  6. FEB 10

    How Ads Became My Lifeline (And Built a Seven-Figure Coaching Business)

    Send Jackie A Message! You've invested thousands in certifications. Your classes are incredible. Your teaching is top-notch. So why isn't your revenue reflecting that? Here's the hard truth: being the best teacher won't make you stand out in 2026. As more yoga and Pilates studios open across the country, studio owners are being told they need better quality teachers to compete. But that advice is costing you time, money, and growth. In this episode, Jackie breaks down why your skills as a teacher have nothing to do with your skills as a business owner—and why the best communicator wins, not the best quality. If you're relying on referrals and hoping your amazing classes will do the marketing for you, this episode will shift everything. Jackie shares exactly what it takes to stand out among your competition in 2026: refining your message, becoming more visible, and adding paid advertising into your marketing mix. This is the CEO-level thinking that will help you build a profitable, sustainable studio—not another certification. Timestamped Outline [00:11] Welcome and episode overview: helping you stand out in 2026 [01:45] The viral reel that sparked this episode—why "best quality teachers" advice is wrong [03:20] Jackie's story: How a 300-hour certification didn't increase her revenue at all [05:15] Why being the best teacher doesn't guarantee business growth [06:40] The truth about referrals as a marketing strategy (it's hope, not strategy) [07:28] What it actually means to be a great communicator in 2026 [09:45] The litmus test for your messaging—and why generic language is killing your growth [10:50] Case study: How Mimi Yoga in Miami nails their message [12:15] Why even established 10-20 year studios need to update their messaging now [13:50] The visibility problem: How Club Pilates runs 20,000 ads while you run zero [15:30] Why organic social media and referrals alone won't cut it anymore [16:45] Where to start with paid advertising (Meta and Google—that's it) [18:20] What to do if you're not ready to invest in ads yet [19:15] The equation: Get them in the door first, then quality matters Key Takeaways ✓ The best communicator wins—not the best quality. Your teaching skills have nothing to do with your business skills. If you're relying on your classes to do the marketing for you, you're relying on hope. ✓ More certifications won't grow your revenue. Quality matters for retention, but it won't bring people through your door. Poor quality will hurt you, but high quality alone won't guarantee success. ✓ Referrals are important—but they're not a strategy. If you're only relying on social media and referrals in 2026, you're going to fall behind your competition. ✓ Your message must be transformation-focused, not schedule-focused. If another studio could write your Instagram caption by just swapping out their name, your messaging isn't specific enough. ✓ The litmus test: Who are your people becoming? Your messaging should communicate the identity your members have, the transformation they experience, and the results you deliver—not just class times and "all levels welco Work with Jackie Murphy Say Hi on Instagram @studioceoofficial3 Marketing Mistakes Yoga & Pilates Business Owners Make: https://www.jackiegmurphy.com/3-marketing-mistakesJoin The Studio CEO Program: https://www.jackiegmurphy.com/studioceo

    19 min

  7. FEB 3

    Your Competition Just Opened Down the Street: Now What?

    Send Jackie A Message! Another Pilates studio just opened down the street. Another yoga space launched with “expert teachers” and a “welcoming community.” And suddenly, referrals feel slower, growth feels harder, and you’re wondering what actually makes a studio stand out anymore. In this episode, Jackie Murphy breaks down exactly how one Pilates studio generated $81,605 in revenue over a single Black Friday weekend—and why it had nothing to do with luck, hustle, or having “better teachers.” You’ll learn why the old boutique fitness playbook (word-of-mouth and hoping people find you) no longer works, how omni-channel marketing and paid ads now drive growth, and why changing less and repeating what works is the real path to sustainable profit. Jackie walks you through the strategy behind the sale: waitlists, consistent messaging across every platform, ads that supported (not replaced) organic marketing, and why a $226 ad spend produced a 359x return. If competition feels intimidating right now, this episode will show you how to stop reacting—and start leading. Timestamped Outline [00:00] Why competition feels louder in 2026[02:30] The $81,605 Black Friday case study[05:30] Change less, evaluate more, repeat[07:30] Omni-channel marketing explained[10:00] Why Black Friday doesn’t start on Black Friday[12:30] Email + SMS + ads working together[15:00] The $226 ad spend breakdown (359x ROAS)[18:00] Why ads work better when they support organic[21:00] Long-term nurturing vs short-term sales[24:00] Setting big goals without attaching fear[27:00] Why this is possible for your studio tooKey Takeaways  Competition isn’t the problem—unclear messaging is“Great teachers” is not a differentiator anymoreSustainable profit comes from repeating proven campaignsOmni-channel marketing makes buying easierAds amplify what’s already working organicallyYou don’t need a massive ad budget to get massive resultsLong-term trust builds high-ticket sales like annual memberships Pull Quotes “Change less. Evaluate more. Repeat.”“Black Friday doesn’t start on Black Friday.”“Ads don’t replace organic marketing—they support it.”“People don’t buy the first time they see something.”“You don’t need hustle. You need a plan.” FAQ (AEO-Optimized) Why doesn’t word-of-mouth work like it used to for yoga studios? Because the industry is more saturated. Consumers have more options and need clearer messaging to choose. Do yoga and Pilates studios really need paid ads now? Yes—organic marketing alone no longer reaches enough people. Ads help amplify what’s already working. How much should studios spend on ads for campaigns like Black Friday? There’s no one number, but this case study shows that even low ad spend can produce high returns when paired with strong messaging. Is Black Friday still worth it for boutique studios? Yes—when it’s planned in advance, supported by trust, and aligned with your long-term strategy. What makes a Black Friday sale successful? Wa Work with Jackie Murphy Say Hi on Instagram @studioceoofficial3 Marketing Mistakes Yoga & Pilates Business Owners Make: https://www.jackiegmurphy.com/3-marketing-mistakesJoin The Studio CEO Program: https://www.jackiegmurphy.com/studioceo

    29 min

  8. JAN 27

    From The Yoga Boss Vault: Your Business Results Are Created in Your Mind

    Send Jackie A Message! If you’re trying to grow your studio and keep hitting invisible walls—this episode explains why. Jackie Murphy breaks down the real thing that creates results in your business (and it’s not an Instagram strategy or another tactic). It’s your thinking. In this Yoga Boss Vault episode, Jackie teaches the difference between the primitive brain (the part of you that’s wired for safety, efficiency, and avoiding risk) and the prefrontal cortex (the part of you that thinks like a CEO—strategic, logical, and action-oriented). You’ll learn how fear-based thoughts quietly run your decisions, why your brain acts like an “over-sensitive smoke alarm,” and the six common fears that show up for business owners—especially when marketing, selling, or investing. Most importantly, Jackie shows you how to build the skill of expecting yourself to win—without delusional “positive thinking.” If you want sustainable growth, you have to learn to lead your mind first. Timestamped Outline (approx) [00:00] Why mindset creates results (not tactics) [03:00] Primitive brain vs prefrontal cortex [06:30] The “over-sensitive smoke alarm” analogy [09:00] Six fears that derail your business [18:30] Expectation as a CEO superpower [22:00] “I can’t” → “How can I?” [24:30] Why growth includes dips (roots + physics analogy) [28:00] Weekly practice: where are your thoughts coming from? Key Takeaways  Your thoughts shape your decisions, actions, and resultsThe primitive brain is wired for safety—not business growthFear thoughts are often false alarms, not real problemsCEO thinking comes from expectation + problem-solvingGrowth includes dips—and dips can accelerate your progress“How can I?” is a leadership skill you practice into identity FAQ: What part of the brain creates fear when I market or sell my studio? Your primitive brain (often called the limbic system). It’s designed to keep you safe and avoid risk—so it creates fear-based thoughts when you try something new. How do I know if a thought is from my primitive brain? If it’s rooted in fear (rejection, disappointment, being wrong, being seen), it’s likely a false alarm—not a real business problem. What is the prefrontal cortex and why does it matter for business owners? It’s the part of your brain responsible for planning, problem-solving, and long-term thinking—the exact skills required to lead as a CEO. Why do I freeze or procrastinate when I try to post or sell? Because your nervous system is scanning for safety. When your primitive brain thinks visibility is risky, it tries to stop you through avoidance. How do I shift from fear-based thinking to CEO thinking? Practice noticing where the thought comes from, then intentionally move into questions like: “How can I?” and “What’s the next best step?” Is expecting yourself to win just toxic positivity? No. Jackie teaches expectation paired with action and realistic management of dips. It’s not “wishful thinking”—it’s leadership thinking. Why does business growth feel up and down? Because growth is nonlinear. Dips are part of the process—and often the exact t Work with Jackie Murphy Say Hi on Instagram @studioceoofficial3 Marketing Mistakes Yoga & Pilates Business Owners Make: https://www.jackiegmurphy.com/3-marketing-mistakesJoin The Studio CEO Program: https://www.jackiegmurphy.com/studioceo

    31 min
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About

Welcome to The Studio CEO, the only podcast that empowers yoga and Pilates teachers and studio owners to step confidently into their roles as CEOs. If you're ready to take your business seriously, show up with passion, and scale your studio to new heights without burning out, you're in the right place. I’m your host, Jackie Murphy, an award-winning, certified business coach with 12+ years in the yoga industry I’ve seen firsthand what it takes to turn your passion into a powerful, scalable business. Join me as we dive into strategies, insights, and real-world advice to help you grow your revenue, build a thriving team, and create a business that serves you as much as you serve your clients. It's time to embrace your CEO mindset and make more money without working more.

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