If I Opened My Studio Today, I'd Do Almost Everything Differently

If I could go back and open my first studio all over again, I honestly don't think I'd make many of the same decisions.

Not because they were all bad—I mean, they got me to where I am today—but because experience has a funny way of showing you what's actually important and what's just noise.

The other day I was talking with a few friends who have all built successful boutique fitness businesses. Between us, we've opened multiple locations, survived COVID, grown teams, sold businesses, and learned plenty of lessons the hard way.

At one point someone laughed and said, "If I knew then what I know now..."

We all finished the sentence.

"...I'd do things completely differently."

That conversation made me think about all the new studio owners opening their doors today. There seems to be a new Pilates studio popping up every few minutes, and while the opportunities are incredible, the challenges are different than they were when I started.

So if someone handed me the keys to an empty space tomorrow and said, "Start over," here's what I'd do.

I'd stop obsessing over the pretty stuff.

When you're opening a studio, it's so easy to get caught up in the things everyone can see. The mirrors. The lighting. The fancy finishes. The beautiful front desk. The branded water bottles.

Trust me—I get it. We all want people to walk in and immediately think, Wow.

But here's what I've learned.

Your mirrors aren't going to make your business profitable.

Neither are expensive brochures, business cards, or luxury amenities.

If I had the choice today, I'd spend far less money making the studio look impressive and a lot more money making sure the business actually worked.

A professional website? Absolutely.

A great client experience? Without question.

But some of those expensive "must-haves" can wait.

I'd spend way more time looking at the numbers.

When I signed my first lease, I don't think I fully appreciated what that rent actually meant.

Today, commercial rent in many cities has skyrocketed. That changes everything.

Instead of asking, "Can I afford this space?" I'd ask a different question:

How much Pilates do I have to sell every single month just to pay this rent?

That's a very different conversation.

I'd also think differently about the layout. Years ago, I wanted lots of private treatment rooms. Today? I'd be asking how I could maximize profitable group classes while still delivering an amazing client experience.

Profitability has to be part of the design.

One thing I definitely wouldn't do? Copy everyone else's pricing.

This is one of the biggest traps I see new studio owners fall into.

They call around town, see what everyone else charges, and simply match it.

But your pricing has nothing to do with the studio down the street.

It has everything to do with your business.

Your expenses.

Your payroll.

Your rent.

Your goals.

Two studios can charge the exact same prices and have completely different profit margins. That's why pricing should never be a guessing game.

The biggest investment I'd make wouldn't be equipment.

It would be help.

And if I'm being honest, this is probably my biggest regret.

When I first started my business, I was constantly investing in becoming a better clinician. I collected certifications. I attended continuing education courses. I wanted to become the best physical therapist and Pilates instructor I could be.

What I wasn't learning was how to run a business.

Nobody taught me about hiring.

Or leadership.

Or marketing.

Or payroll.

Or difficult conversations.

For a long time I thought asking for help meant I wasn't capable.

Now I know the opposite is true.

The fastest-growing business owners are usually the ones who ask for help the earliest.

Looking back, I also waited too long to invest in marketing.

I still remember the first time I spent $5,000 on a marketing campaign.

At the time, it made me physically sick.

Five thousand dollars felt enormous.

But that investment completely changed how people viewed our business. It gave us credibility in the community, brought in new clients, and completely shifted my mindset.

Sometimes spending money really is the thing that allows you to make more money.

The key is spending it intentionally.

And yes...I made some really expensive mistakes.

I hired people the wrong way.

I opened a location my gut told me not to open.

I made pricing mistakes.

At one point my payroll reached almost 50% of my revenue.

None of those were fun lessons.

But every single one made me a better business owner.

The real mistake isn't making a bad decision.

The real mistake is refusing to admit it's a bad decision and continuing to pour time, money, and energy into it.

Sometimes the smartest business move you can make is simply cutting your losses and moving on.

If there's one thing I hope every new studio owner hears, it's this...

You don't have to figure this all out by yourself.

In fact, trying to do everything alone usually ends up costing far more than asking for help.

One hiring mistake can cost you tens of thousands of dollars.

One poorly negotiated lease can follow you for years.

One pricing mistake can quietly chip away at your profits month after month.

I've made enough mistakes for both of us.

If sharing those lessons helps another studio owner avoid even one of them, then every one of those hard lessons was worth it.

Because building a successful business isn't about never making mistakes.

It's about learning from people who've already made them—and using those lessons to build something even better.