The Studio CEO: Business Coaching For Yoga & Pilates Teachers & Studio Owners

Pack Your Classes Challenge Day One: Why Leadership Is the Key to Growth

• Jackie Murphy

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In this episode, we’re kicking off the Pack Your Classes Challenge with one powerful truth: strategy alone won’t fill your classes—leadership will.


You’ll learn:

  • Why leadership, not just strategy, is the multiplier for growth

  • The most common leadership gaps holding studios back

  • What it looks like to shift into the Studio CEO identity

  • How focusing on profit (not just revenue) changes everything

Whether you’re teaching 20+ classes a week, hopping between strategies, or feeling stuck at your current level, this episode will show you how stepping into leadership transforms your business.


Resources & Next Steps:

  • Share your biggest takeaway inside the Facebook group by posting a short video.

  • VIP members: join tomorrow at 11 AM EST.

  • General admission: tomorrow at 12 PM EST.

  • Want to go deeper? Apply for the Grow Mastermind—a 6-month program to help yoga and Pilates business owners scale to $10k–$40k+ months through leadership, systems, and sustainable growth.

Work with Jackie Murphy


Speaker 1:

Welcome to the Studio CEO, the only podcast that empowers yoga and Pilates teachers and studio owners to step confidently into their role as CEO. If you are ready to show up with passion, take your business seriously and scale to new heights without burning out, you are in the right place. I'm your host, jackie Murphy, an award-winning certified business coach with over 12 years of experience inside the yoga industry. I have seen firsthand what it takes to build a profitable and scalable business. Join me as we dive into strategies, insights and real-world advice that will help you grow your revenue, build a thriving team and create a business that serves you as much as you serve your students. It's time to embrace your inner CEO and make more money without working more. This is just the beginning. Hello and welcome back to the Studio CEO podcast. I am Jackie Murphy and today I have a very special episode for you in the Studio CEO podcast.

Speaker 1:

If you have heard or seen, this week is the Pack your Classes Challenge Week and we have over a hundred people enrolled in this challenge, committing to growing their yoga Pilates business this week, getting into big momentum, taking big action and creating new results in their business. Now, I have never done this before. I don't know if we will leave this podcast up, so listen now. But today I'm going to give you day one of the Pack your Classes Challenge. This was recorded September 22nd and it is the first day, the vital day, of the Pack your Classes Challenge. If you listen to this episode and you love it and you want to be a part of the challenge, we will include the links in the show notes for you to join and you can join us for the rest of the week.

Speaker 1:

If you listen to this episode and you really want to get coaching this week, then you can join the VIP version of the Pack your Classes Challenge where I will specifically give you strategy, coaching and accountability throughout the week. So I hope you enjoy this behind the scenes. Look at the Pack your Classes Challenge and I will talk to you in the next episode. Welcome. I'm going to pull up the general admission so I can see you guys Say hi in the Facebook chat if you are watching, and I'd love to start with, from the VIP room, what your big takeaway from today was listening or watching to coaching. And I'd love to start with, from the VIP room, what your big takeaway from today was listening or watching to coaching, and I can confirm you are not on camera until you talk, and then you will be on camera in the Facebook room. So what was your biggest takeaway? Your aha you can just unmute yourself and share.

Speaker 3:

I'll go first. Yeah, let's hear it. I feel like I had a lot of good takeaways, but the one that like not blew my mind. But something I didn't think of is that incentive thing. That like, sometimes money isn't the only incentive and I feel like that's always what I think first, because people value money, but people also value other things. Like yeah, that was like. I was like oh, that's so smart. There's so many other things that someone wouldn't necessarily get for themselves or buy or like think about. But then you're like do this and get a free this instead of just do this and get money off or get money. Yeah.

Speaker 1:

Yeah, that's so good. There's four different types of buyers and each type of buyer has a different incentive and different reason that they end up buying. So when you understand what the types of buyers are looking for, you can kind of speak to all of them. And I think, for general admission, we were talking about incentives for teachers it also applies to incentive for clients. If you're running a retreat and you do an early bird and you give a discount, like that's an incentive for some people but not for everybody. The thing that will solve this is listening to your people, Kind of like with Akilah, I was like go back and ask what their incentive. Like go back and really get clear on what the incentive is. When you're in a sales sequence or you're selling people membership or you're talking to them, you want to listen for what they deeply care about and then create a bonus or an add-on or something for them based off of what they are asking for, based off of what they care about and sometimes it is money and sometimes it's not.

Speaker 2:

Okay, Tabby, I think you looked like you were about to unmute any takeaway hey, um, yeah, so think about, uh, or rather tell them what qualifies someone to teach. Instead of like if you're ready, I definitely say if you're ready, a lot and I'm like, oh yeah, if I read if you're ready, I'd be like me, yeah, um, so that landed. Um, but also the don't assume you know it won't work, like don't, don't like doom, predict the future and believe that, because that's like where thoughts can naturally go um, what if it did work? And then how did you get there? That, um, yeah, I like that today, thank you yeah, so good, yeah, yeah.

Speaker 1:

People say, if you're ready, what's your first gut reaction? You guys can put it in the chat, or general, you can put it in the chat. But if I were to say, hey, if you're ready, let's go X, y and Z, let's go to your taxes. If you're ready, nope, not me, not ready, not me, doubt, yeah, even like something as simple as taking a shower, I'm like, I'm not really ready. I want to like sit here and do this thing first. So really looking at like how do I feel when I hear these words is probably similar to what my clients are feeling, but 10 times, because they are doubting inherently your offer. They're scared to invest. They're scared to invest, they're nervous that they're actually going to get a result or not. And so if we introduce any level of doubt for them, if you're ready they will take it and be like see, I knew this was not for me, because I feel X, Y and Z about it. Okay, cool. Any final takeaways before we dive in.

Speaker 3:

Good VIP room.

Speaker 1:

All right, let's go. So this is day one of the Pack your Classes Challenge, and we first just want to start with thank you for being here and thanking yourself for being here, because not only did you sign up, but if you're watching this live, you're here. Live, which means that you are willing to rearrange your schedule, prioritize working on your business and doing the necessary steps to get the result that you want. There are things that I can teach you about business how to set up a meta ad and there are some things that, when you show me you have these inherent qualities of an entrepreneur, like signing up for an event like this, showing up for an event like this those are things that I want to celebrate and call out and pull out of you, because that shows me that you have what it takes to grow your business, just being here, and you probably have signed up for the Pack your Classes Challenge we already talked about this a little bit in the VIP room because you're doing the things. You're like I'm marketing, there are flyers in the coffee shop and I have classes running, and I've been doing all this stuff and yet my studio is at 20% capacity or 50% capacity, and I want it to be full. I want it to have that thriving, vibrant energy. Maybe you're posting on Instagram, you're sending a newsletter or you're running ads already and you're like wondering what's the missing piece? Why am I not seeing results? That can be so exhausting, it can be so defeating and it can really slow you down and creating what you want to create in your business and, most likely, if you're in that place, you've signed up for this challenge.

Speaker 1:

The message that you have always heard is oh, we just need another strategy and that new strategy that you haven't tried before. That one thing. Maybe it's another funnel, maybe it's a pricing hack, maybe it's a way to post on Instagram to get people to comment or whatever. You've been told that if you just find that secret strategy, then everything will click. But I want to tell you the truth that strategy doesn't work without a key element. The best hire that you have, a strategy for hiring, won't take stuff off your plate without the same thing, and the best pricing model may not even increase your revenue without having this key piece. So what is the piece? What's the missing piece that, if it's not strategy, what do we actually need? Here's your key takeaway from the day. I'm going to give you this key takeaway. I want you to write it down the key to packing your classes is not hustling more and it's not more strategies. It is leadership. I don't mean fluffy leadership Like let's go study corporate corporations and learn how to be leaders. I mean true leadership in your yoga or Pilates business. It is the multiplier that makes every single strategy work. The next strategy isn't the answer. Strategy work the next strategy isn't the answer. Becoming the studio CEO, becoming the leader, is the thing that will make strategies actually click. Okay, so that's the key takeaway. I'm going to spend all day showing you how you maybe are missing leadership, what your true potential is for your business and how you can step into that role so that you can make every single strategy work. But if you're brand new to me, if you've never talked to me before, if we're working together for the first time this week, hello, my name is Jackie Murphy.

Speaker 1:

When I was 18 years old, I flew to Bali to get certified as a yoga teacher and my first time ever teaching was to teach Eagle Pose. And I taught Eagle Pose. And I had this, knowing in my gut that this is what I was meant to do for my life. And then I came home and reality hit. I was in college, I was studying education, I had to finish my degree and I got scared. I got scared that I would never be able to make money as a yoga teacher, that it wouldn't really work for me, that it's not a real career. And instead of going out and chasing what I knew I wanted to do, I got a job with Lululemon opening their Aviva stores. I'm coming to realize that a lot of people don't even know what Aviva is, because it's not a thing anymore, but it was Lululemon's girls line. And so I opened this Aviva and I was selling tiny stretchy pants and I hated it. And I was teaching yoga in the morning and I was teaching yoga after I worked and I knew it was what I wanted to do.

Speaker 1:

So eventually, because of discomfort, because of necessity, I left that opportunity with Lululemon, where I learned so much, and I started teaching yoga full-time, and the first year that I taught yoga full-time, I made $15,000, which 15K in your first year of business isn't bad. However, it wasn't going to be the career that was sustaining me for the next decade or two decades, and so I got busy and I got to work and I started asking people how do I do this? How do I make money? What do you tell me Like, how are you doing this as a career? And I was told things like teach for 10 years and then you'll make money. Oh, go get your 300 hour and then you'll make money. Oh, marry rich, that's how you do this. You just got to marry rich and none of that sat well with me, and so I got really busy learning business skills that I didn't have the hard way, and from there I was presented with an opportunity to be the new market opening manager for the number one yoga brand in the US, and I took that opportunity and I helped open studios in different markets and learned how is this corporation that has all of the knowledge and all of the experience doing it so successfully again and again and again and again.

Speaker 1:

And finally, the last studio that I opened with them we opened it was like before opening weekend we had 700 members, which was incredible, and then, opening weekend, we sold 300 more memberships and we opened with a thousand members, and from that moment, I had this little knowing where I was like, oh, it's time for me to go. Have you ever had that before? You're like I know it's time for a change. And I left the in-studio experience and I turned around and I said I'm going to help the version of me 10 years ago. I'm going to help every yoga teacher, pilates teacher, studio owner who wants to make this a career but doesn't have the business skills. To no fault of their own, they should not have them. I actually am not a huge fan of well, I'll table that, I'll talk about that later. So I have been business coaching Now Yoga and Pilates business owners that's, retreat leaders, studio owners, teachers, online memberships for around six years and I've worked with thousands of people and I have seen the same strategies work again and again and again and I have seen this one key element be the thing that separates my most successful clients from those who don't have that outrageous success. That's what we're talking about today Leadership that one key thing that will determine whether or not you have the success you want or you don't have it.

Speaker 1:

So, as you're listening this week, how do you get the most out of the Pack? Your Classes challenge this week is not about listening along and nodding your head, being like that was nice to watch, that was really cool. This week is about you taking action. I want you to remember that action takers are moneymakers. Action takers are moneymakers. So in the VIP room, you saw me do this a lot VIP members. Hey, here's your homework, here's what you're going to go do. Go do it ideally before tomorrow, and then we'll build on that Same thing for you. General admission Each day, you're going to have homework and I want you to take what we've talked about and put it into action, because without action, none of this matters.

Speaker 1:

None of this moves the needle. It's like having a business plan written up that you never do anything with. The business plan doesn't make you money. That's not the point of this challenge. So every single day, I want you to be like what is my aha, what am I implementing and how can I go take action today? I want you to remember that money loves when you are fully bought in and taking action with speed. We talked about this already, but that if I'm ready, I don't know if I want to. If I don't want to, that will slow your clients down from buying, but it will also slow you down. So I want you to trust the decisions that you're making, the things that you're learning and move quickly this week and you don't have to move quickly forever. This is a challenge. It's just five days, so you can rest next week if you want to. But I want you to move quickly this week so that you can start to realize that if your goal of 100K in your business has always been your goal, when you move with speed, when you take enough action, that 100K a year goal turns into 100K a month goal, turns into 100K day goal, that is possible for you.

Speaker 1:

Momentum is everything. So we are going to start the momentum today, we're going to get going and we're going to keep the momentum going throughout the week. You are going to be tempted to be like day three I'll just catch the replay and listen. If you've got to watch the replay, that's fine. I love you. But if you can show up every single day, live and keep that momentum going, I think you will see more results than if not. So make sure this is in your schedule. You've moved things around. You have time to watch every single day and recordings of this challenge are going to be available until Sunday. Why? Because repetition creates mastery. So when you watch today's challenge and what I'm about to teach. It's been proven your brain is going to comprehend 20% of it, and that's not your fault. That's because we have to filter out certain things. So go back and rewatch it if you can, and you're going to hear something different, learn something different or be able to take action a little bit differently. So, by the end of this week, you're not going to just know what to do to pack your classes, but you are going to be in motion, which means you'll have momentum and you should already be taking the action that we've talked about in order to get your past classes packed.

Speaker 1:

All right, say I'm in the chat. If you're ready to go, give me a little. I'm in. Amazing, I'm in. I'm in. Yeah, general mission is always a little bit behind, so let's wait for the general mission post and I'm in in the chat. Okay, yes, rebecca's in, I'm in there, we go Amazing.

Speaker 1:

So, finally, how to get the most out of this week is that today especially oh, that one doesn't work Today especially, you might have to let go of something. Boop, boop. This is a little caterpillar. This is a little caterpillar. By the end of this week, I want you to leave, feeling transformed within your mind. I want you to leave with a new identity and a very clear vision of what is possible for your business In order to experience transformation.

Speaker 1:

Like the little caterpillar, what we all have to do is go into the cocoon phase and dissolve. When a caterpillar creates its cocoon and is ready for transformation, it completely dissolves its entire body and becomes goo. In here, it lets go of the structure that it had to become something transformed with new potential, new capabilities and new results. And so I want you to think about yourself right now. Maybe it is a belief that we have to let go of. Maybe it's the belief of I can't hit my goal or this isn't going to work, and this week it's time to let that belief completely go. And this week it's time to let that belief completely go. Maybe it's a thought process or a strategy that has been in place for decades and decades and decades. If your drop in rate is $20 a class, we might have to let go of that drop in rate to emerge a profitable, sustainable business in 2025.

Speaker 1:

So I want you to think about what it is that you are willing to drop, challenge or change or let go of this week in order to experience transformation, because this butterfly can do what this caterpillar never could it can fly. And that is what I want for all of you. When you stay in teacher mode, when you stay in employee mode, you'll be limited by what you can create in your business. But when you're able to shift into leadership and into the CEO identity that I'll talk you through today, then you can really take things literally fly soar to the next level. So I want you to ask yourself what am I willing to let go of and who am I willing to become? And if you open yourself up, if you're willing to receive this week, if you're willing to try on a new idea or change a belief, or change a pricing structure or change the way that you've been marketing, you are going to be a lot more likely to experience results and pack your classes. So what are you willing to let go of? How are you willing to transform?

Speaker 1:

Okay, so how many in you, how many of you in here, would love a new strategy? You're like Jackie. You just told me strategy is not the answer, but I actually came for a strategy. I'm not going to judge you. How many of you want a new strategy? Meta ad way to post. Way to send an email, way to get your clients engaged, way to get your teachers engaged. How many of you are looking for a strategy? Let's be honest, say me. Rachel says me. Yep, yeah, strategy just means an action plan, and it's really easy for us to think that an action plan a different, new, changed action plan is the thing that's going to make all the difference in our business.

Speaker 1:

And I want you to listen to this. I am not saying that strategy is not important. I literally think it's half of the game. You have to have a strategy and you need a strategy from someone who's been in the industry for a long time and knows what works and has seen the shifts over the last 10 years in our industry. But if it was just strategy alone, then one this challenge wouldn't need to happen and every single one of you in here would have the result that you want to have in your business. Why? Where can you go get strategy now that you couldn't five years ago? You can put it in the chat. Where can you go get strategy now that you couldn't five years ago? Yes, chat, g p, t everywhere, online, literally everywhere. Yeah, like there is literally an ai that I've done it to see what it says. That will tell you a strategy on how to open a studio, and if you don't have leadership skills, you'll take the AI strategy and then you'll do it and you'll wonder why it didn't work. If the shortage of strategy was the problem, we would all have the result we want.

Speaker 1:

The real problem is the ability to execute, adopt or implement and adapt a strategy, and your ability to execute what ChatGPT tells you to do. Your ability to pivot when you need to. Your ability to recognize hey, that's actually not going to work. Your ability to innovate over time. That comes from leadership and only leadership. You don't want ChatGPT to be the leader and boss of your business. You want to be the leader and boss of your business. Think about it like this Two studio owners learn the exact same ad strategy and one sees massive growth with it and the other says, oh, I tried that and it didn't work. What's the difference between those two studio owners? The one that sees massive growth, I guarantee did not try once, test it and say it doesn't work. They were able to put out the strategy, see how it worked for their business, pivot based on data and get it working to get the result that they want. That is leadership.

Speaker 1:

So if you have ever accidentally said things like this is going to work or it's not going to work, that was a lack of leadership. If you've ever tried something one time and then said that's not for me, also could come from a lack of leadership. It also can come from intuition, but let's talk about it in terms of leadership, of leadership. It also can come from intuition, but let's talk about it in terms of leadership. Packing your classes isn't about what strategy you use next, it's not about what you do next. It's about who you become while doing it. So I want to give you three signs that maybe you're missing or lacking leadership, and that is what's stopping you from fully hitting what you could be doing in your business, from fully seeing the potential of your business. So the first thing, that's a sign that maybe you're lacking a little bit of this leadership. And if I call you out, I want you to know that I'm just lovingly calling you in because I have done all of these things. Again, my story is like I learned business the hard way and I failed, and then I learned, and then I learned and I failed, and I learned and I failed.

Speaker 1:

So gap number one is a lack of vision. When you think about the leader of a company, you are thinking about the CEO. When you think about the leader of a company, you are thinking about the CEO, and the CEO's main job is to have the vision for where the company is going, for what is going to be created. Stephen Covey said this. He said all things are created twice once in your mind and once in reality and in your business. In order to achieve your goals, you must have a clear vision in your mind. It needs to be precise. It needs to be very, very clear.

Speaker 1:

What stops a lot of yoga and Pilates owners from having a clear vision this is this is funny, I wasn't planning to talk about this, but we're going to add it in is the passion that they have. There's a book called the E-Myth that talks about the entrepreneurial seizure. Where you love something so much like teaching Pilates, you get so excited that you decide to open a business and you immediately just say I'm going to open a studio. I see it on TikTok, I see it on Instagram. Every day we're opening a studio. Two weeks later, I'm going to show you like the build out. We're going to be open in two weeks and then we're going to sell membership and I'm like, oh buddy, that's a hard way to do it, but sometimes our passion has us move impulsively, rather than from a clear vision that a CEO may have. Your passion is good. We want to keep that, we want to harness it, we want to use it, but we want to make sure that we have a clear vision for how to funnel it into a successful business.

Speaker 1:

Another thing that stops people from having clear vision are things like the saying if you build it, they will come. How many of y'all have heard it before? If you build it, they will come. That is from a movie called Field of Dreams, about a baseball field asking one guy to show up. It is not solid business advice, but we can hear it and be like oh, I just need to build it, I just need to create the offer, record the videos, open the studio, book the retreat, and then people will sign up. It is actually the opposite. And then people will sign up. It is actually the opposite, but that's hard for us to understand, and so sometimes we lack vision because we're like, oh, I don't need to have the vision yet, all I need to do is build it and then the vision will be there and then I'll understand what we will create.

Speaker 1:

The other saying that gets people kind of tripped up is the Buddhist saying when the student is ready, the teacher will appear. And this again leads to okay, I'm not in charge of how many new students we see, I'm not really responsible for how many memberships we sell, I'm not responsible for our profit. I just need to trust that the students will appear because I'm ready. But again, this saying wasn't meant to be business advice. It was meant to be a lovely philosophical saying about how you can learn from anybody when you have the mindset of a student, so you can be receptive to knowledge from that perspective. But it's not going to create a clear vision like a CEO needs. Are you all tracking with me? So if your passion has made you move too quick, if you're trusting passively that people are going to come, if you're saying I just need to build it and then the business will be successful, that is signs that you maybe lack the vision that a CEO is required to have to get to success.

Speaker 1:

And when you lack the vision and you don't have a clear plan and you don't know what order you need to do things in, then the law of entropy starts to take place, which means things that are left to themselves will go from bad to worse. Think about a yard. If you leave a yard to its own devices and you don't mow it, and you don't weed it and you don't take care of it, it becomes overgrown, it becomes out of control. Think about a house If you leave a house to itself and you don't take care of it, it starts to break down. And so if we go into our business without a clear vision, without knowing exactly what we're going to create, and you just build it and you passively wait for people to come and you're going off of your passion, what can happen is that your business becomes quite chaotic and from that chaos it can start to break down. We don't want that for any of you, all right.

Speaker 1:

So the second thing that I want you to see that maybe we're lacking a little bit of leadership is that maybe you are misunderstanding your potential, and this alone I have actually seen come up more and more in the last few months than ever before. In the last few months than ever before, I had one client who came into my mastermind last time and she came in trying to figure out what to do with her studio. Do I keep it? Do I sell it? How do I do this? And over the course of coaching and watching other people create success, she said one day on the call she's like oh my gosh, I'm realizing that my business has so much potential that I wasn't seeing before. I didn't even realize what I could do with this studio. And from there she completely flipped how she was interacting with her business and built her recurring monthly revenue up to $20,000. And those sorts of things are possible. This was in a six-month time frame that she just saw a few gaps of what could be possible and went to work once she understood her potential. So if you don't understand your potential, you actually may be leaving money on the table, so to speak, that if we just made a few tweaks, everything could change.

Speaker 1:

So how do you know if you're misunderstanding your potential? I want you to write down right now what do you want to create in your business in the next six months? What goal do you want to hit? You can write it in the chat if you feel brave. You can just write it in your notes if you want to. You can write it in the chat if you feel brave. You can just write it in your notes if you want to. I'd love to hear, if you do want to share, what is your goal in your business in the next six months General mission. You can comment to. It may be hey, I want to hit this revenue, this amount of monthly revenue. It may be a profit goal. It could be a membership goal. Yeah, rachel says 200 members slash 20K months, 200 virtual members and 25 program signups. I want to open studio doors with 50 founding members. Yeah, 30 K months, good.

Speaker 1:

So I want to tell you about Serena Williams, which you definitely know who she is, the famous tennis player. Serena Williams won 17 Grand Slam titles, which was the record. No one had ever done that before. And she won 17 and she thought to herself okay, I'm going to win 18. I'm going to go and beat my own record and beat the record and have 18 Grand Slams. And this weird thing happened she went out to go accomplish this 18, and she lost a match. That was strange. And then she lost her next match. It was also strange. And then she lost again and it was like what is happening was like what is happening. And she had a coach who was able to look at her and say Serena, I fear that you've set your goal too low, because the action that you're taking to try and win one more is very different than the action that you'd be taking to win 30 Grand Slams. And so Serena changed her goal and she said all right, I'm going to go out and I'm going to win 30 Grand Slam titles no one has ever beat 17, but I'm going to go for 30. And this crazy thing happened and she flipped this sequence of losses and she ended her career with 23 grand slam wins. Now, what does this tell you?

Speaker 1:

There's so many different things that you can take from this story. What I want you to hear is sometimes your goal is too low and it is literally impacting the action that you take every single day, how you think about yourself, how you think about your business and how you think about your students. The other thing that I want you to hear is that Serena didn't go out and get 30 grand slams. She didn't hit the goal ever. But would we ever look at her and be like you're a failure? No, none of us. We would say, wow, 23,. That's the record, that's incredible. That's amazing.

Speaker 1:

So setting a goal where you're really reaching for a new level doesn't necessarily mean you will hit it or have to hit it. It is literally about who you become on the way there. And so when you become the studio CEO, the leader of your business, you're willing to say, hey, the vision that I had, I want to pay myself, I want to double my memberships, I want to have $42,000 months. The vision that I had is actually too low and it's time for me to fully understand my potential. And some of this will mean that we have to pivot what your vision is. Maybe we need to get more specific and say, okay, I need to take my capacity and my attendance from 70% to 80% class occupancy. I need to take my conversion rate from 30 percent new students to memberships to 50 percent. I need to get my re-sign rate up to 70 percent. The goals become more precise, but the goal also becomes bigger at the same time. Does that make sense? So without the precision, it's really hard to measure.

Speaker 1:

If you're on your way there and without knowing what's possible, you will settle for less. This past January I had a client message me on Instagram and she said Jackie, I just have to tell you that the work we did in our VIP day I put into practice. I changed my pricing structure and I did what we talked about and I'm walking out of January with a $75,000 month for the studio. And I screenshotted it and I was like thank you very much. Can I tell the whole world? One because it shows you that I know what I'm doing here, but also two because I want you to understand that maybe a 40k month, a 20k month, a 15k month is actually not even close to what you could do, and the truth of the matter is not all of you are going to hit $75,000 a month. Not all of you want that. That's okay. But understanding that that is even possible, that that is a potential, may have you dream a little bit bigger, may have you think a little bit bigger.

Speaker 1:

Your current results that you have today, wherever your revenue is today, wherever your membership is today, wherever your engagement rate of your past potential, of your past identity, your current results are a direct outcome of the abilities, decisions and actions you took in the past. And if your current results are a reflection of your past self, then the future results that you want to create can only be created from a new identity, from your future self, from becoming the leader that you're meant to become, from becoming the leader that you're meant to become Now, like I said, this has come up so often recently with my clients, with people I'm talking to on Instagram, that I actually created a studio business plan calculator to be able to say, hey, tell me your pricing, tell me your occupancy, tell me how many classes you have, and I can tell you how much money per month you could be making based on what you have set up. If you don't know that your current number of mats you can fit, your current number of reformers you can fill, your current number of classes, your current usage rate, your current price points, if you don't know exactly what you could do with your current setup, then I guarantee don't know exactly what you could do with your current setup, then I guarantee you're probably underestimating your potential. Because when I plug it in for people I can say look, that $40,000 month that you think you need to open Studio 2 for doesn't need to happen. You can do it here. You have two studios. Oh, that 100K month that you want to have. It's possible based on the math. So knowing specifically what is possible for you is so, so, so key. If you don't have that, that's just a gap in leadership and that's solvable, okay.

Speaker 1:

Gap number three that I want to talk about is leading from an inconsistent place. We kind of discussed this at the very beginning. We talked about okay, if all strategies work, why aren't we all super successful already? And it really boils down to without showing up like a leader. What happens most often is that strategies are tested once or twice and then thrown away, and we actually go to the place that psychologists would say it's a cognitive distortion and we say that didn't work, it'll never work, or it will work. Like the opposite is also a cognitive distortion. It always works.

Speaker 1:

If you have ever been in the place where you have tried an intro offer for a month and didn't get the result that you wanted, so you changed your intro offer, this is from that gap in leadership. If you've ever been in a place where you're like oh, I posted about membership that one time and I didn't get people to convert, so I'm not going to do it anymore, this is a gap in membership. Same thing with ads, same thing with people. Same thing with getting your team to sell. Oh Jackie, I taught my team to sell once and it didn't work, so they don't like to sell. That's the leadership gap that's stopping you from being successful there. We can call it strategy hopping, but it definitely kills your results because students will end up getting mixed messages and they'll start to be confused. Your team will get confused because things are always changing and what's required of them will change, and you just don't have enough time to fully go into making your business work.

Speaker 1:

So what I want you to think about here we already talked about. You need the precise vision that only a CEO can bring to the business, and you need to be able to repeat that vision. I feel like I missed a T Yep Time and time and again, and that is how you pack your classes. You have a very clear vision of what is possible for you. You decide on an action plan, ie a strategy to get to that vision, and you repeat it, tweak it, adopt it, change it, innovate it until you get the result that you want. But what does that require? It requires some really, really disciplined staying power. It requires leadership, because without it, we don't have a clear vision. We don't know what our potential is. We don't let ourselves fail and try and test and implement and repeat we strategy hop, and then we wonder why we don't have the result that we want.

Speaker 1:

Are y'all tracking with me there? Yeah, so I want you to look at the goal that you just wrote a few minutes ago. What do you want to do in the next six months? And I want you to ask yourself what if that goal is like Serena Williams 18 grand slams? And if you were to dream a little bit bigger and really think about what you could do? Even better, if you can get the numbers and the data, what would your goal be? And I want you to write that down. You can put it in the chat if you want.

Speaker 1:

Thank you, what is your highest potential goal? What is the goal that's going to have you reach a little bit further? Try something brand new, become a leader. What's that goal? Yes, heather, I love it. Sell 100 memberships before the studio doors even open. Yeah, heather, that's part of the reason I tell the story about selling a thousand memberships, because I think we don't understand the potential of people wanting to buy before the thing is built often, but when I first saw your goal of 50, I thought she can do more. She can do more, I think. Actually it depends on your capacity and your class size and everything that you have, but if you goal for 200, it usually gives the studio a really good base. Yeah, 60 members, 100k revenue, 20k months. Originally said 50 more members, and how about 100? Yes, so just think about how that feels. Yeah, chloe just went from 12 or 13k recurring revenue to 25k recurring revenue.

Speaker 1:

Think about just that shift of increasing what you think is possible. What type of leader do you need to become to make that a reality? What do you actually have to dissolve and let go of Fear, doubt, worry I don't know what it is. What do you have to step into? What do you have to do differently that you're not doing now? It's that quote of like, if you try and do the same thing and hope for a new result, it's insanity. Is that Einstein? I think it's Einstein. Yeah, it feels challenging to sell a product before space is even open, but it can be done and people will buy it Not that there isn't challenge to it, for sure.

Speaker 1:

So I want you to think about now, out of these three gaps in leadership. Do you see yourself in any of them? Number one, number two, number three? Gap number one was just not having a clear vision. That means you built it. You don't even know how many members you need and you're just hoping for the best. That's a dramatization, but it also may happen. Gap number two is underestimating your potential of not exactly knowing what you could actually do in your business and going for that. Gap number three is leading in consistently switching strategies, hopping strategies, wanting a new quick fix, so to say test new strategy, get a new result situation. Which one do you see yourself at? Number one, number two, number three or all of them? And this is a no judgment zone. Again, been there, done that in a loving way. Yeah, jenna says number three. It's so common, jenna, especially when you're like really looking for what's the answer to what's happening. Number two yeah, caitlin. Number three number two and three a mix of all three, yes, yeah, okay.

Speaker 1:

So what is the solution to a gap in leadership? It's not another strategy, it is a change in identity. So about a year ago, I kind of rebranded my entire business based off of this identity, because I really do see this as the thing between successful, super successful clients and people who don't get the results that they want. How do they embrace and adopt this identity? And I looked up in the dictionary and I said you know what does the word studio mean? And it comes from a Latin word, studium. That means zeal or passion, or enthusiasm.

Speaker 1:

This is not about you having four walls in a brick and mortar studio, because when you have business skills, it literally does not matter what container you deliver your business in. You can use the skills in every single business. So if you have ever seen a business coach tell you that you have to build online and they can only teach you how to build online, or if you've seen a business coach tell you they can only teach you how to build a brick and mortar, you've seen a business coach tell you they can only teach you how to build a brick and mortar. That to me, is a red flag that the business skills aren't there, because we saw it in COVID you need the skills that if you're a brick and mortar, you got to pivot online and if you're online, you know how to be able to be in person and market and sell well. So this has nothing to do with what type of business that you have the studio CEO it has everything to do with you being passionate and enthusiastic, not just about the thing that you delivered, not just about yoga, not just about Pilates, but being passionate and enthusiastic about being a leader A leader for yourself, a leader for your team and a leader for your community. When you decide that leadership is meant for you, is right for you, you are a leader and you are passionate about being a leader, then everything will start to change.

Speaker 1:

The first shift that I see when you adopt this new identity is that you're going to get out of the teacher mindset and you're going to realize that your time, your energy, your money is actually better spent with you working on your business than in your business, and this can be a hard one to grapple with. I have clients come to me that they're teaching 30 classes a week and there is just simply no way for them to grow because they cannot teach 60. And so we have to really understand is it's better for you to work on your business as the CEO than to work in your business as the teacher? I'd rather you spend an hour a week thinking about your goal that we just set and refining the strategy that you've already chosen to use and getting your team on board with that vision than teaching another class. So that's one shift that happens when you adopt this identity.

Speaker 1:

The next shift that happens and we're going to talk about this a little bit on Thursday is that you're going to go from being the technician in your business I meant to write this in green to be a systems builder. If your business only works when you do the things, then your business does not work. You just have a very, very time-consuming job with a lot of responsibility. So one thing that you're going to make sure that you do from this leadership identity is that we're more focused on building systems that make sure the business runs than actually doing the thing. Sure the business runs than actually doing the thing. For example, if you were the person putting together your newsletter, writing the copy, getting it scheduled in the email and sending it out, you're acting like the technician. Instead, we need a system for someone else or for ChatGBT or for automations to get that for you, so you are not the bottleneck.

Speaker 1:

The next shift that happens is that you're going to go from thinking like an employee to thinking like an employer, and I'll tell you what my growth is hinged on this, right here, right now. When you think like an employee, you will fill gaps. Class needs to be covered, you got it. Email needs to be written. That's you. You'll start to fill gaps in your business and then wonder why you feel so scattered and exhausted and drained when you flip that identity and you say, oh, I'm not the employee, my job isn't to fill gaps anymore, my job is to be the employer, to develop leaders who hold up my standards and grow retention. If your job is to develop leaders, what do you have? To be A leader, a transformational leader, a good leader inspires someone to change and maintain that change in their absence. That is your job.

Speaker 1:

Lucy says that's a hard one. I'm a yoga teacher because I love being in the room and feeling connection and transformation, not doing the admin, social media, etc. I have some questions because currently it's only me and one of their teachers, so I'm worried. I'm not this scale. Yeah, this, lucy, it's a good question. This is a hard one for everyone. This was a hard one for me because we love what we do and I'm not saying you can't love what you do.

Speaker 1:

The goal here is that your ideal class schedule like, let's say, you love teaching your Friday,30 and your Monday six o'clock. My goal is for you to have those two classes and not feel the need or be forced to overteach, to teach more than you want to teach. So I want you to have the schedule of teaching that you want to have, and if that's 10 classes and you want to have 10 classes, I want that for you. What I don't want you to have to feel is that you are forced to overteach or teach more than you want to actually be teaching. And if you're like Lucy and you're like it's just me, it's me and another team member, it's just me. I'm a solopreneur. All of this still applies in your business, and it may be that the systems that we're building aren't with another person, but they're more with AI, they're more with software, so more with systems we're going to talk about on Thursday. And this still applies in the fact that you're taking note of where am I working in my business versus where am I building systems, processes or attracting talent that can do this for me.

Speaker 1:

And then, finally, the last thing that shifts is you go from chasing revenue, which can be the shiny, cool thing, to being focused on profit and understanding what a solid profit margin is for your business, and understanding how you can get there, how you can improve your profit over time. Oh, we are right at time, okay. So I want you to think about. We talked through three leadership gaps that you may be having. We talked about the identity of a leader, the actions that you will take from that identity of a leader, the actions that you will take from that identity of a leader. You'll shift, you'll work on your business, you'll build systems, you'll start to create leaders around you as the employers, and you'll focus on profit. We'll talk about the actions that you will take when you take these actions in your business. We're talking about packed classes Yep, yep, good, okay, so just want to leave you with this one more time. We are going to talk about strategy. Strategy is important. I would say that tomorrow we're talking about marketing, wednesday we're talking about selling. Those days are both heavy on strategy. But if you just take the strategy and you don't adopt the leadership mindset, if you don't step into the role of a studio CEO, then implementing the strategy will be incredibly hard.

Speaker 1:

So what I want you to do today is I want you to create a video of your face and your voice talking to the camera, of your aha, of your little moment where you realize, oh my God, that's me, or I'm going to test this or do this. I want you to post it in the Facebook group. There's a couple different reasons why I want you to do this. I want you to post it in the Facebook group. There's a couple different reasons why I want you to do this. Number one most of us are really not comfortable showing up and being on camera, and 2025 marketing almost requires that you do that. Almost you don't have to, but almost so. I want you to get comfortable practicing. Number two I want to hear from you what is clicking, what is really making sense, because it will better inform me what the rest of this week needs to look like. I want this to be very, very personalized for those of you who are in the room right now, so you can post that into the Facebook group. And then the last thing that I want to do today is give you a special invitation to my mastermind that is not open for enrollment to the public yet, but is now open for enrollment to you guys, because you were here at the challenge.

Speaker 1:

The Grow Mastermind is a six-month container for you to fully step into leadership, automate your marketing and selling and hit those revenue goals, like you were posting in the chat 20K months, 30k months, 40k months. It doesn't have to be that high either. We have some people who come into the mastermind and they've been trying to hit their first five-figure month, their first 10K, for years and she did it within 30 days of the mastermind. This is something that I created from the work I did with Lululemon, from the work I did opening studios and from the work I did managing people, and it took me a long time to create because I really had to think through what I wanted to say and what I wanted to teach in this mastermind.

Speaker 1:

So the first thing that you learn inside of the mastermind is self-leadership. This is specifically how you can show up like the studio CEO and, to give you an example, one of the things that you do within this module in the mastermind is a time audit, because in order to grow your business, I need to know what's taking you the most time, what you're excelling at and what we need to pivot. How can you lead yourself and your schedule in order to grow your business. The second thing that you learn inside of the Grow Mastermind is team leadership. There was a question in the VIP room of how do I get my teachers to market and sell and fill their classes. This is this entire module, starting from how do I hire, how do I create growth plans, how do I write performance improvement plans, how do I coach my team. All of that is in the team leadership module. This doesn't have to be teachers in a studio. We have clients who use the same framework with hiring VAs, with bringing on co-teachers, whatever it may be.

Speaker 1:

And then, finally, when it comes to leadership, the next thing that you learn is business leadership. This is how do I have a vision for my business that's so clear and a mission that gets people invested? How do I really act as the CEO and steer this business where I want it to go on purpose? Then, from there so this is all on demand you learn this. Then, from there, we really dive into what I have called the growth formula. Learn this. Then, from there, we really dive into what I have called the growth formula, which is much. This is all. Leadership basis is much more marketing and sales strategy. How do I write a new student email sequence to get them to convert to membership? How do I write an email sequence to keep my members? How do I set up meta ads that actually work? How do I set up Google ads that bring in new leads? How do I win back people who've left the business? That is inside the growth formula. We mentioned this earlier. But the studio business plan, where you can really realize your potential that is one of the documents that's inside of this mastermind so that you can really see what you could do in your business. All of that is delivered on demand.

Speaker 1:

The mastermind itself kicks off with an online retreat. It is going to be I just don't want to tell you the wrong dates October 9th and 10th, and it's recorded in case you can't make that. And it's recorded in case you can't make that. The reason that we do that is to make sure that you don't spend six months in the mastermind watching these modules. But I'm getting you the most important information to get you started right away, so that you have a clear focus for six months, so you know what to work on. Then, from there, you're getting coaching with me in a group the other mastermind and then from there you are. Oh, I just skipped number three. Don't know why you get a private community. That is just the mastermind group for written coaching, collaboration and support. So a lot of times people will send me hey, jackie, can you review my sales page or can you look at this copy and I will respond via loom video if you know what that is. The mastermind clients have done things like lead retreats together. They've done podcasts together. There's a lot of collaboration.

Speaker 1:

The investment you don't want to know the investment. How much does it cost? Jackie? Tell me what's up. The link is in the chat in the VIP room for the page. Let's see if it's in the yep. It's in the Facebook page Facebook group too. Wait, where did my Zoom go? There you are.

Speaker 1:

The investment for the mastermind is $9.97 per month. There is an option to pay in full if you would rather pay in full, but at $9.97 per month if you're aiming for 10K months at least, this is no more than 10% of that revenue and the return on investment. It varies for every single person and obviously legally I can't make any promises, but typically the return on that investment is way more than $9.97 a month. Way more than $9.97 a month, because one of the things that we work on very, very strategically is your monthly reoccurring revenue and that adds up again and again and again and again and again.

Speaker 1:

So if you are interested in the Grow Mastermind a little curious at all what I want you to do is send me a message on Instagram my Instagram is studioceoofficial and I am happy to make sure that this is the right fit for you and kind of hear about your business. If I don't believe it's the right fit, I will tell you and sometimes I will do the math and say I just don't think that this is good for you right now, based on the potential of your business. So you can send me a message on Instagram to see if it's the right fit, ask any questions that you have. Space is limited in the mastermind. We are intentionally keeping it an intimate group for now. So if you are interested, I definitely wouldn't wait to send you that message or to go to the sales page. If you know for sure that you want to do it, that growing is your main priority in the next six months, then I absolutely would go ahead and just save your spot today. You'll hear me talk about this for the rest of the week and if you have questions throughout the week, know that I am here to help you make the best decision that really supports you. Any questions or thoughts? Comments from today about the mastermind? I will give it a minute because I know the general chat is usually a little behind. Talon says does that only apply if you have a team? I'm not sure what you were talking about, but I think it was the employer to employee mindset. Let me know, talon, if you're still here.

Speaker 1:

Melissa says I'm actually going out of town next week for the first time since I opened. I've been running the day to day with each instructor and realize how much I do and how they can start helping out more. Yeah, so if you're like Melissa and you're like, oh my gosh, I am so in my business and I'm running so much of it, I realized my team could be doing a lot more. This team leadership module is going to be really key for you. I just did a in-studio VIP day with my client Mia who runs Greensboro Power Studios day with my client Mia who runs Greensboro Power Studios and she's in the mastermind for multiple years and she was shocked when we went and talked to her team just how much support and repetition the team really needs to be able to do what you want them to do, but it's definitely doable. Nicolette says thanks, jackie, love your, love, your podcast. I'm so glad that you're here from the podcast. That's amazing Good.

Speaker 1:

All right, any other questions about today? You have your homework. You have the link to the Grow Mastermind. You have the link to my Instagram If you want to send me a message. Tomorrow we are diving into marketing, so be ready. Aaron says shoot, what's the homework? The homework is to take a video of yourself, aaron, talking to the camera and share your aha with the group. All right, my friends, vip. I will see you tomorrow at 11. General I'll see you tomorrow at 12. You can upgrade to VIP still. We'll put the link in the Facebook group If you want to get a specific question asked about your business. Definitely upgrade to VIP before those spaces sell out. Actually, I'm going to check how many we have. I think we have room for you to upgrade still, if you want to upgrade. All right, my friends, I will talk to you tomorrow. Let's go pack your classes. Bye, y'all.