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

    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 lev 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

    19 min

  2. 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? 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

    29 min

  3. 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 th 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

    31 min

  4. JAN 20

    How My Client Made $81,605 on Black Friday (Without Burning Out Their Team)

    Send Jackie A Message! What does a profitable, well-run Black Friday sale actually look like for a yoga or Pilates studio? In this episode of the Studio CEO Podcast, Jackie Murphy breaks down how one of her private coaching clients generated $81,605 in revenue over Black Friday weekend — without chaos, burnout, or massive ad spend. Jackie walks through the exact strategy behind the sale, including why repeating proven campaigns matters more than reinventing them, how omnichannel marketing drives conversions, and how paid ads can support organic marketing instead of replacing it. She also explains why Black Friday success starts months earlier, how nurturing your community impacts high-ticket purchases like annual memberships, and what data-driven decision making looks like in real life. If you’ve ever wondered whether big sales weekends are possible for boutique studios — or how to run them sustainably — this episode gives you a clear, grounded roadmap. Timestamped Outline [00:00] Welcome + episode context[02:30] The $81,605 Black Friday overview[05:30] Why repeating campaigns beats changing everything[08:00] Omnichannel marketing: being “everywhere”[11:30] Building a waitlist before Black Friday[15:00] Email + SMS strategy during Black Friday[18:30] Using ads to support organic marketing[21:00] The $226 ad spend breakdown + ROAS[25:00] Top/middle/bottom funnel ads explained[28:30] Why consistency with ads matters[31:00] Longer buyer journeys + community nurturing[34:00] Setting big goals without attachment[37:00] Why this was sustainable (even with a newborn)[40:00] CTA: Studio CEO ProgramKey Takeaways ✅ ✔ Sustainable profit comes from repeating what works  ✔ Black Friday success starts weeks (and months) earlier  ✔ Omnichannel marketing increases conversion  ✔ Ads should support — not replace — organic marketing  ✔ You don’t need massive ad spend for strong results  ✔ Longer buyer journeys require ongoing nurturing  ✔ Big goals work when you detach emotion from outcomes Pull Quotes “Change less. Evaluate more. Repeat.” “Black Friday doesn’t start on Black Friday.” “Omnichannel marketing makes it easier for people to buy.” “You don’t need a massive ad spend — you need alignment.” “Sustainable profit is built year over year.” FAQ  How can a yoga or Pilates studio have a successful Black Friday sale? By planning early, repeating proven campaigns, building a waitlist, and using omnichannel marketing with strategic ads. Do studios need to spend a lot on ads for Black Friday? No. Ads work best when they support strong organic marketing and community nurturing. What types of offers work best on Black Friday? Warm-audience offers like annual memberships, class packs, and loyalty-based promotions. Why is consistency important for paid ads? Consistent ads help platforms gather data, improve targeting, and increase results over time. 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

    29 min

  5. JAN 13

    My 2026 Predictions for the Yoga & Pilates Industry (And What Studio Owners Need to Do Now)

    Send Jackie A Message! What’s actually changing in the yoga and Pilates industry in 2026 — and what do studio owners need to do to keep growing without burning out? In this episode, Jackie Murphy shares her 2026 predictions for the yoga and Pilates industry through the lens of data, consumer behavior, marketing trends, and business sustainability. You’ll learn why industry growth means more competition (and why that’s not a bad thing), how consumers are becoming smarter and more values-driven, and why generic marketing is officially dead. Jackie also explains why organic marketing alone won’t be enough in 2026, how AEO (Answer Engine Optimization) is changing visibility on Google and AI tools, and why coaching and business education are becoming non-negotiable for studio owners who want predictable cash flow and long-term sustainability. If you want to scale your studio with clarity, stronger messaging, better marketing, and a business model that lasts, this episode will give you a roadmap. Timestamped Outline [00:00] Welcome + why this episode matters[02:30] Industry growth data + what it means[05:00] More competition = need clearer messaging[07:00] Smarter, more values-driven consumers[09:00] People scrolling less + why content must improve[11:00] Why organic alone won’t cut it (paid ads + amplification)[13:00] AEO / Answer Engine Optimization + visibility shifts[15:00] Coaching becomes non-negotiable in the industry[20:00] Sustainability + predictable cash flow becomes the priority[22:30] Using data deeper: longer nurture journeys + conversion[26:00] Team structure evolves: specialized roles, not “one studio manager”[30:00] Teacher pipeline + onboarding systems / trainings[32:00] CTA: Studio CEO Program + what’s includedKey Takeaways  ✅ The industry is growing fast — which means more options for consumers✅ Generic “yoga has benefits” marketing won’t stand out anymore✅ Consumers are smarter and more values-driven✅ People are scrolling less → your content must earn attention fast✅ Organic marketing alone won’t be enough; amplify what works with paid ads✅ AEO matters as AI answers replace traditional searches✅ Coaching/business education is becoming a baseline requirement✅ Sustainability and predictable cash flow beat “big jumps” in 2026✅ Team roles will specialize (marketing, teacher development, ops)✅ Studios must strengthen teacher pipelines and onboarding systemsPull Quotes “You are so far past generic marketing.”“Your consumer is smarter.”“Coaching is going to become non-negotiable.”“If you want to be part of the growth… you have to be around in 2035.”“Get off the roller coaster.”Resources Mentioned Studio CEO Program (12 months)Weekly coaching calls + written coachingWeekly trending reels (hook + caption + training)Bonus workshops (including AEO/AIO workshop)Related Episodes Episode on AI + studiosEpisode on coachingWork 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

    36 min

  6. JAN 6

    The 3 Financial Goals Every Studio Owner Needs to Set in 2026

    Send Jackie A Message! In this episode of the Studio CEO Podcast, Jackie Murphy explains the three financial goals every yoga and Pilates studio owner needs to set for 2026: profit, salary, and revenue. Learn how to work backwards from the life you want, track your numbers monthly, and build a studio business that is profitable, sustainable, and supportive — not draining. Key Takeaways ✔ Profit creates sustainability  ✔ Salary is non-negotiable  ✔ Revenue funds growth  ✔ Monthly tracking matters  ✔ Goals should stretch your identity FAQs What financial goals should a studio owner set? Profit, salary, and revenue — in that order. How much profit should a yoga or Pilates studio make? 10–30% depending on the stage of business. Should studio owners pay themselves a salary? Yes. Consistently and intentionally. 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

    20 min

  7. 12/30/2025

    How to Use AI in Your Yoga or Pilates Studio (Without Losing Your Brand or Your Revenue)

    Send Jackie A Message! AI is changing the fitness, wellness, yoga, and Pilates industries fast — but most studio owners are unsure how to actually use it without hurting their business. In this episode of the Studio CEO Podcast, Jackie Murphy breaks down how to use AI in your yoga or Pilates studio the right way — and where automation can quietly cost you revenue, retention, and trust. Jackie explains why AI should be treated like a team member with a specific role, not a replacement for leadership, coaching, or human connection. You’ll learn where AI saves time, where it becomes risky, and why misusing AI in cancellations, sales conversations, and brand voice can damage long-term growth. This episode also covers how AI fits into studio software, marketing, admin systems, and AEO (Answer Engine Optimization) — and why human judgment still matters more than ever. If you’re a studio owner wondering how to stay relevant, profitable, and human in 2026 and beyond, this episode will give you clarity and confidence. Timestamped Outline [00:00] Why this episode exists + industry fear around AI[03:00] Will AI replace coaches and studio owners?[06:00] Thinking about AI as a team member[08:00] Where AI goes wrong in marketing and brand voice[11:30] Why AI should edit, not write your content[15:30] Speed-to-lead and automated responses (done right)[18:30] Why AI should NOT handle cancellations or refunds[21:30] Objections, retention, and human conversations[24:00] Using AI for SOPs, systems, and organization[27:30] The rule studio owners must remember about AI[28:45] Final thoughts on humanity, leadership, and growth 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

    30 min

  8. 12/23/2025

    You Can't Scale Past Your Own Thinking—Here's How Coaching Fixes That (with Katie Pulsifer)

    Send Jackie A Message! In this episode of the Studio CEO Podcast, Jackie Murphy sits down with Master Certified Life Coach Katie Pulsifer to explore why mindset is the real ceiling on business growth. If you’ve ever felt like you’re doing everything “right” but still can’t scale without stress, this conversation will show you why coaching is the missing skill. You’ll learn how coaching improves leadership, decision-making, nervous system regulation, and team management — and why you can’t outwork beliefs that quietly work against you. This episode is essential listening for yoga and Pilates studio owners who want sustainable success without burnout. Key Takeaways ✔ You can’t scale past your own thinking  ✔ Coaching expands what you can see and choose  ✔ Leadership improves when curiosity replaces control  ✔ Belief follows action, not the other way around  ✔ Sustainable growth starts internally FAQs  Why is coaching important for business owners?  Because it improves decision-making, leadership, and sustainability by addressing mindset. How does coaching help with burnout?  By regulating the nervous system and reducing urgency-based decisions. Is coaching useful for studio owners?  Yes — especially for team leadership, clarity, and growth. Connect with Katie: https://www.katiepulsifercoaching.com/ 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

    39 min
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4.9
out of 5
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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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