The Fitcarma Podcast

Barry & Shay Kostabi: Brand Strategist + Experience Designer
  • 4,9 (71)
  • BOA FORMA

The Fitcarma Podcast: For fitness professionals who know their work is bigger than workouts. What you put into the world matters. How you run your business. How you show up in class. How you serve, lead, and create—that’s your Fitcarma. Helping you build a brand and experience that moves people? That’s ours. This podcast is for studio owners, instructors, and movement leaders who believe fitness isn’t about selling more classes—it’s about creating experiences that spark transformation. Physical. Emotional. Mental. Because the future of fitness is experiential. And the brands that move people are the ones that grow. If your marketing feels vague… If your brand blends in… If your dream clients don’t immediately see why you’re the one… We’re here to change that. Each episode will help you: • Position your studio or brand as The One • Create a brand people feel, follow, and never forget • Build loyalty through emotional, immersive class experiences • Craft marketing that actually connects (and converts) • Scale your business with clarity, alignment, and impact We’ve coached thousands, led top studios, and helped build some of the most talked-about brands in fitness. You're not here to follow trends. You're here to lead a movement. Let’s raise the standard—together.

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

    11 DE JUL.

    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.

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

    21 DE JUN.

    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/

    1h2min
  3. FCM219: Brands That Move People: Inside Collective Studios with Ashley Marand Iwanicki

    30 DE MAI.

    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

    1h22min

  4. 16 DE MAI.

    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

    1h4min
  5. FCM217: If They’re Not Showing Up, That’s On Us: Why the Real Problem Isn’t Motivation—It’s Conversion

    2 DE MAI.

    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/

    39min
  6. FCM216: Stepping Off The Trend Treadmill: Why We Keep Chasing What’s Hot—and What to Do Instead

    18 DE ABR.

    FCM216: Stepping Off The Trend Treadmill: Why We Keep Chasing What’s Hot—and What to Do Instead

    Trends aren’t growing the fitness industry—they’re just keeping it spinning. Despite all the buzz and innovation, only 20–30% of people consistently work out. And that number hasn’t moved in decades. In this episode, Barry and Shay unpack what they call The Trend Treadmill—the cycle of constantly chasing what’s hot in hopes of staying relevant… and why it’s not working. If you’re ready to stop chasing trends and start building something grounded, magnetic, and truly transformative—this one’s for you. Inside, we’ll cover: Why trends don’t expand the market (and what actually does) What your clients are really looking for when they come to class How to make any format feel like the perfect vehicle for transformation Why your beliefs—not your workout method—are the foundation of a powerful brand What it takes to create experiences that build loyalty, retention, and real results If you’re ready to step off the treadmill and lead with purpose, press play.

    50min
  7. FCM215: The North Star: The Secret to Building a Brand That Grows With You

    4 DE ABR.

    FCM215: The North Star: The Secret to Building a Brand That Grows With You

    If your fitness brand isn’t growing the way you want it to, it’s probably not a marketing problem. It’s not your logo. It’s not even your class experience. It’s the lack of a North Star—a core belief that guides your messaging, your experience, your team, and your future. In this episode, Barry and Shay break down what a North Star really is, how to find yours (with a dead-simple exercise), and how to use it to create consistency across your brand—even as you scale, hire, expand, or pivot. You’ll learn: Why growth by default leads to burnout and brand confusion How to unify your team, marketing, and client experience under one idea Why consistency beats charisma when it comes to instructors How a studio with less experience outperformed a stacked team of experts The single most important question to ask about your business. Want to find your North Star? Download our free worksheet here Want help putting it into action across your brand? Book a North Star Session: 👉 https://www.fitcarma.com/northstar

    36min
  8. FCM214: What Music, Mario Kart, and Your Cueing Style Have in Common

    21 DE MAR.

    FCM214: What Music, Mario Kart, and Your Cueing Style Have in Common

    What does your cueing style have in common with Mario Kart and a trip to IKEA? A lot more than you think. In this episode, Barry and Shay answer a big question from inside the Conservatory: How do you balance giving clear technique cues with creating a fun, immersive experience? They break down why fun isn't fluff (it’s actually the key to results), how over-cueing can kill the vibe, and why great music and thoughtful experience design matter more than ever. With real stories from their early days as trainers, research-backed tips on creating flow states, and a hilarious Mario Kart training story you won't forget—this episode is packed with the mindset shifts and practical tools every instructor needs. If you want your classes to be technically solid, emotionally addicting, and wildly effective, this one’s for you. 🎧 Listen now—and let’s rethink what makes a truly great class. Sign up for the 'Killer Playlists In Less Time' 10-Day Challenge: https://signup.fitnesscareermastery.com/killer-playlists/

    48min
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Sobre

The Fitcarma Podcast: For fitness professionals who know their work is bigger than workouts. What you put into the world matters. How you run your business. How you show up in class. How you serve, lead, and create—that’s your Fitcarma. Helping you build a brand and experience that moves people? That’s ours. This podcast is for studio owners, instructors, and movement leaders who believe fitness isn’t about selling more classes—it’s about creating experiences that spark transformation. Physical. Emotional. Mental. Because the future of fitness is experiential. And the brands that move people are the ones that grow. If your marketing feels vague… If your brand blends in… If your dream clients don’t immediately see why you’re the one… We’re here to change that. Each episode will help you: • Position your studio or brand as The One • Create a brand people feel, follow, and never forget • Build loyalty through emotional, immersive class experiences • Craft marketing that actually connects (and converts) • Scale your business with clarity, alignment, and impact We’ve coached thousands, led top studios, and helped build some of the most talked-about brands in fitness. You're not here to follow trends. You're here to lead a movement. Let’s raise the standard—together.

Informações

  • Criado por
    Barry & Shay Kostabi: Brand Strategist + Experience Designer
  • Anos de atividade
    2017 - 2025
  • Episódios
    220
  • Classificação
    Explícito
  • Site do podcast
    The Fitcarma Podcast

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