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. 1D AGO

    5 Things That Will Change How You Run Your Studio This Week

    Send Jackie A Message! I just wrapped Day 1 of the new Grow Mastermind cohort. Full day. Marketing and sales in the morning. Leadership and team in the afternoon. Every person in that room is smart. Works hard. Loves what they do. But they were all stuck on the same five things. In this episode, I'm breaking down the five shifts that came up again and again. If you feel like you're working way too hard for the results you're getting, at least one of these is the reason. In this episode: Why you're chasing tactics when you should be choosing identityHow to stop trying to fix everything and find the one broken link in your businessThe mistake that's losing you 38% of your leads before you even talk to themWhy you feel busy all the time but nothing's moving (and what to do about it)The conversation you haven't had with your team that's keeping them stuckResources mentioned: The Growth Formula (inside the Grow Mastermind portal)The Five Dysfunctions of a Team by Patrick Lencioni9-12 email nurture sequence framework (inside the Grow Mastermind portal)Links: Join the Grow Mastermind waitlist: https://www.jackiegmurphy.com/mastermindThe Studio CEO Program: https://www.jackiegmurphy.com/studioceoFollow me on Instagram: @studioceoofficialAbout Coach Jackie: Jackie Murphy is a certified business coach and ERYT 500 who built a multi-seven-figure coaching business after driving 40,000 miles teaching yoga in one year. She's the founder of the Studio CEO Program and the Grow Mastermind, helping yoga and Pilates studio owners become the CEO of their business instead of the employee of it. 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

    28 min

  2. APR 21

    What Happens When You Sell Memberships Before You Have a Lease with Heather Dana

    Send Jackie A Message! Heather spent 15 years in a public school classroom before walking away to open Lila Within Hot Yoga in Cortlandt Manor, New York. She sold founding memberships before she signed her lease, ran meta ads on $5 a day, and opened with 60 members and enough monthly recurring revenue to cover rent, her loan, and coaching. By month three, she was at $13,100. This isn't a "she got lucky" story—it's a strategy story. TIMESTAMPS  [00:11] Welcome & intro [02:45] Heather's yoga journey [06:30] Why marketing to every type of student matters [08:00] Moment Heather decided to leave teaching [12:18] Finding her studio space [16:00] Selling founding memberships before signing the lease [18:30] Running meta ads [21:04] Founding membership pricing and urgency strategy [29:00] Building an automated intro offer email funnel [33:43] Why she re-enrolled in the Grow Mastermind [36:38] Revenue milestone KEY TAKEAWAYS ✓ You don't need a signed lease to sell. Heather sold 13 founding memberships before signing—and opened with 60. ✓ $5/day meta ads work. She spent ~$300 and brought in 151 new accounts in March alone. ✓ Tier your founding pricing to build urgency. Heather went $99 → $109 → $129, locked for life. ✓ Warm people up before asking them to buy. Her 2-week email funnel moved leads from logistics to membership offer. ✓ Stay focused on memberships—even when it feels boring. That discipline is what builds real MRR. ✓ Coaching changes the math on scary decisions. Heather can't imagine opening without the Mastermind. PULL QUOTES "I opened with enough MRR to pay for my rent, my loan repayment, and my coaching." "I was pushed to not operate from fear—to operate from: what is going to solve the problem of not having money?" "I wasn't expecting to be able to work hard and not feel so depleted." "151 new accounts in March. At $35 a pop—that's thousands of dollars right there." FAQ Can I sell studio memberships before I open? Yes. Heather sold 13 before signing her lease. Worst case: you refund the money. Best case: you cover overhead before day one. How much should I spend on meta ads? Start at $5/day. A simple graphic and landing page is enough. Heather generated 151 new accounts in one month on ~$300 total. How do I convert intro offer buyers into members? Build a warm-up email sequence—start with logistics and storytelling, then move to the membership ask over 10-12 emails. Is studio business coaching worth it when money is tight? Heather's answer: she can't imagine opening without it. The strategy and community changed every decision she made. How do I negotiate a good lease for my yoga studio? Talk to other business owners in the area to get a sense of the landlord and market before committing. Bring a real estate agent and a lawyer to negotiations, and don't be afraid to ask for things—free months of rent, HVAC upgrades, tenant improvements. What's the biggest mistake new studio owners make before opening? Waiting too long to sell. The fear of selling before you're "ready"—before the lease is signed, before the walls are painted, before everything is perfect. Heather wanted to throw up when Jackie told her to sell memberships before signing her lease. She did it anyw 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

    40 min

  3. APR 14

    Studio Success in a Small Town with Rachel Eidson

    Send Jackie A Message! You've been running your studio for years. You survived the startup phase, you survived COVID, and now a competitor just opened down the street. You're still teaching most of the classes. And that teacher training you've been meaning to launch? Still sitting on the back burner. In this episode, Jackie sits down with Rachel, owner of Elevate Coleman—a barre, yoga, and Buti yoga studio in a small Southern town. Rachel found Jackie during COVID recovery, went through the Studio CEO Program, joined the Grow Mastermind, and now works with Jackie one-on-one. She's nearly a decade into her business and still growing. Timestamps: [03:30] From show choir and gymnastics to barre [07:00] Proof of concept before signing a lease [11:20] Opening with a 6-month-old [14:00] The 3 phases of running a studio [20:00] How Rachel found Jackie and decided to invest [27:00] The VIP on-site visit experience [34:00] How Rachel talent-scouts and develops teachers [43:30] The CEO mindset shift — working on the business, not just in it Key Takeaways: ✔️ You don't need a perfect manual to launch a teacher training. Version one is the goal. ✔️ Proof of concept can start with a notebook, 50 names, and basic math. ✔️ Every studio goes through three phases: startup, survival, and stable growth in competition. ✔️ Operating in your strengths and hiring for the rest is a CEO-level decision. ✔️ Being around other scaling studio owners shows you what's possible—and what's next. Pull Quotes: "If they were playing baseball, I've been in T-ball." "There's no such thing as a perfect manual. Can you get version one out there now?" "My job is CEO first. Teaching supports that." "Steer yourself and your team toward what's going right. Do more of that." FAQ: How do I know if my town is big enough for a boutique fitness studio? It's math, not population. Figure out how many members at what price point covers your rent, then work backwards. Rachel opened in a town with zero boutique fitness and built a nine-year business doing exactly that. Studio CEO Program vs. Grow Mastermind — what's the difference? The Studio CEO Program is where you start—auditing your business and building core systems. The Mastermind is for owners who are already running and ready to focus on leadership, paid ads, and scaling alongside other growth-minded studio owners. Should I launch a teacher training before it's perfect? Yes. There is no perfect manual. What you know from years of teaching is the curriculum. Get version one out, then refine. Waiting means another year of being short-staffed. How do I find good teachers for my studio? Watch your students. Look for people who absorb instruction as a teacher would. Rachel identified one of her best teachers just by observing how she moved through class—then asked her to lunch. What does the CEO mindset shift actually look like for studio owners? It means recognizing that your primary job is to grow the business—and teaching supports that, not the other way around. When teaching starts competing with strategic work, something needs to restructure. How do studios survive when competition moves in? Get specific about who you're for and what result they get. The studios that th 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

    48 min

  4. APR 7

    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

  5. MAR 31

    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

  6. MAR 24

    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

  7. MAR 17

    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

  8. 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 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
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4.9
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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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