How do you build a boutique fitness brand that stands out in a crowded market? And how do you balance staying true to your values while also marketing for growth?

In this episode of Female emPOWERED, I’m joined by my dear friend and returning guest Kari Saitowitz — founder of Fhitting Room in NYC and current CMO of New York Sports Club. With a background at American Express, Pepsi, and a Harvard MBA, Kari blends world-class marketing expertise with the real-life lessons of building and scaling a boutique fitness business.

We dive into:

• How Kari transitioned from corporate marketing into boutique fitness entrepreneurship
• The origins of Fhitting Room and how branding + values drove growth
• The difference between brand identity (your fonts, colors, logos) and brand intangibles (culture, values, client experience)
• Why boutique fitness owners should start with branding as the foundation of their marketing
• Creative, free marketing ideas that actually work for small studios (referrals, partnerships, member stories, retention campaigns)
• How AI is changing the way fitness businesses market and operate

✨ Kari will also be joining me live at the CEO Summit this November in Miami, where she’ll sit on our Marketing Panel to answer your questions directly about branding, client acquisition, and retention strategies.

👉 Spots are almost sold out! Learn more and grab your seat here: www.christagurka.com/ceosummit

If you’re a Pilates studio, yoga studio, or boutique fitness owner who feels stuck in the weeds of marketing or unsure how to stand out in a saturated market, this episode is a must-listen. And if you’re ready to step into your CEO role with confidence and clarity, the CEO Summit is where it all comes together.