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

Jackie Murphy
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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. 3 DAYS AGO

    Wanting to Quit to Thriving in Her Studio with Nicole Byars

    Send Jackie A Message! If you've ever found yourself running your studio on fumes, resenting the business you built, and quietly googling "how do I sell a yoga studio"—this episode is for you. Nicole Byers has been in this industry for 11 years. She opened her first studio in 2015, franchised during a pandemic, dissolved the franchise, rebranded, and eventually hit a wall so hard she was ready to walk away entirely. She wasn't burned out because she was weak. She was burned out because she'd been operating in fight-or-flight for years with no systems, no support, and no off switch. If you're a yoga or Pilates studio owner who's tired, stuck, or seriously questioning whether this is still worth it—listen to this one before you make any big decisions. Timestamped Outline: [01:25] Nicole's introduction and background [05:01] Opening first studio with no business experience [09:05] The opening weekend illusion [15:46] How Live True Yoga became Honest Yoga [24:50] Hitting the wall [27:44] Joining the Grow Mastermind [35:00] What to do when you're in a dark place and considering selling Key Takeaways: ✓ Burnout isn't a character flaw—it's a systems problem. ✓ Don't make a permanent decision from a temporary emotional state. ✓ Consistency beats perfection every time. ✓ Alignment isn't just a mindset concept—it's a business strategy. Pull Quotes: "Right when you're about to get over that hump—people sell or quit. And then that hump never gets crossed." "I needed to cultivate that feeling of safety from within. You can't sell a studio and find peace if the peace isn't already in you." "I quadrupled the investment. It honestly changed my life and changed the trajectory of my business." "It's not about the business. A lot of it is mindset coaching—and that came before the business stuff could even work." FAQ Section: Can a yoga studio in a small town be successful? Yes—but it requires intentional strategy. Nicole opened her first studio in a town of 30,000 people and grew it to the point of expansion within 18 months. Location matters to some extent, but consistent marketing, a strong class schedule, and membership sales systems matter more. What are the biggest mistakes yoga studio owners make when franchising? Not vetting franchise owners carefully enough. Nicole dissolved her franchise after learning that passion for yoga and willingness to invest aren't enough—franchise owners need both business acumen and genuine knowledge of what they're selling. How do I stop feeling resentful toward my studio? Resentment in studio ownership usually signals a systems problem, not a passion problem. The answer isn't to quit. It's to build systems that let you lead instead of just survive. Is it worth joining a business mastermind as a yoga studio owner? If you're ready to actually implement what you learn—yes. Nicole tried multiple coaching programs and says the Grow Mastermind was the first one where she exceeded her investment, not just learned from it. How do I know if I should sell my yoga studio or keep going? Try this: close your eyes and envision having sold—really sit with it. Then envision a thriving version of your studio. Notice which scenario your body responds to. Many studio owners are closest 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

    45 min

  2. 31 MAR

    Closing a 16 Year Old Studio To Thriving Online with Sandra Vanatko

    Send Jackie A Message! Sandra Vanatko opened the first yoga studio in Parker County, Texas 16 years ago and built something real from scratch. After COVID changed the landscape, Sandra did something most studio owners are afraid to even consider and then she actually acted on it. In this episode, Jackie and Sandra walk through the full arc, from pioneering yoga in a skeptical market, raising private rates that were too low, grieving the loss of a 16-year business, and launching an online membership that hit 100 founding members in 36 hours. If you've been running your studio for years and something feels off, this one is for you. Timestamped Outline: [01:56] Sandra's background [11:23] How Sandra moves through resistance in business using somatic awareness [19:36] How Sandra's offerings evolved from classical yoga to somatic and trauma-informed work [27:47] Building the online business while still running the studio [33:21] The founding membership launch [35:51] Grieving a 16-year business [38:38] Sandra's top piece of advice for studio owners navigating big transitions Key Takeaways: ✔️ Meeting your market where they are isn't selling out—it's smart marketing. The door has to open before the deeper work can begin. ✔️ Make the love list. Write down everything you love doing and everything you don't. The decision often becomes obvious. ✔️ Grief is part of the pivot. Sandra spent six months in the process before she got excited about what came next. Skipping it stalls you later. ✔️ Your community will follow you. 100 founding members in 36 hours, built on 16 years of real trust, not a fancy funnel. Quotes: "I wrote down everything I love doing, and I wrote down everything I didn't enjoy doing anymore. When I saw the list, it became clear." — Sandra "Grieving informed the new chapter. If you skip over it, you're skipping an essential piece." — Sandra Vanatko "Get paid support in place, because your friends are holding your heart—and you don't want to burn them out." — Sandra FAQ Section: How do I know when it's time to close my studio or make a major pivot? If you're dreading the space you built or the math no longer makes sense. Sandra's sign was driving an hour to teach four people in person while eight joined online. The data often knows before you do. Is it too late to hire a business coach if I've been open for 10+ years? Not at all. Sandra was 14 years in before working with Jackie. The work wasn't starting over—it was raising rates, cleaning up operations, and building structure around what was already working. How do I raise my private rates without losing clients? Get clear on what you're actually offering. Sandra wasn't teaching yoga privates—she was offering somatic body work and trauma-informed coaching. Naming that value made raising rates a natural next step. How do I handle the grief of closing a long-running studio? Let yourself feel it fully. Sandra spent April through September in the process before she got excited about what came next. Skipping the grief doesn't speed things up—it just stalls the breakthrough. 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

    43 min

  3. 24 MAR

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

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

    22 min

  4. 17 MAR

    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 mats. Physical items are 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

    24 min

  5. 9 MAR

    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 uncomfortable, or look fo 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

    33 min

  6. 3 MAR

    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

  7. 24 FEB

    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

  8. 17 FEB

    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 values and the human c 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
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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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