To call these last several months unprecedented would be the understatement of the year. I never in my wildest dreams thought that phrases such as quarantine, social distancing, or flattening the curve would become part of our everyday vernacular. Nor did I imagine that I would be forced to close my business for an entire quarter with only a moment's notice.
So many have been affected by this pandemic. Parents have had to learn to homeschool, teens have forfeited their senior year athletics and graduations, millions have lost their jobs, thousands have lost their lives and there is still no real end in sight.
As the owner of Pilates in the Grove, a multi-location service-based business, I completely believe it is all of our responsibility to do our part to flatten the curve and do what we can to slow the spread of this virus. I along with countless others made the difficult decision to close both of my studios on March 17th and pivoted quickly to online classes and telemedicine in less than a week. To be honest...I believed this would last no more than two weeks at the time. Boy was I wrong!
We would all be in for a rude awakening.
We went from competing with only a handful of other high-quality boutique fitness establishments in our area to competing with millions of people offering free workouts online in a matter of a few short days. And I get it ... people didn’t know what to do or where to turn. It was like the hunger games out there ... we were all just trying to survive.
But channeling my inner Katniss, I felt that I didn’t have the luxury to merely survive. I run a business that not only has goals but commitments. I have responsibilities to myself and my family. I have team members who rely on me for their livelihood. And that requires financial solvency.
In a 2016 study on Pilates in America, 60% of studio owners said they earned less than $50,000 net annually. Studies also show that less than 50% of all boutique fitness studios are even profitable. It has become my mission to help other business owners (specifically women) learn how to operate a more profitable business.
Much like the restaurant industry, the fitness industry is highly competitive and operates on very very low margins. Customers are always looking for discounts and sales. Enter ClassPass, Groupon, and GymPass. These third-party aggregators trim margins to almost negligible for business owners.
RELATED This Miami Gym Owner is Lobbying Congress to Include Fitness in a Coronavirus Bailout
Meanwhile, many fail to realize that in order to provide all of the things that come with a high-quality experience including ample free parking, clean and updated retail locations, state of the art equipment, and the high-quality staff, there is usually a high cost. The costs of commercial space (especially in large cities like Miami), property taxes, software, equipment, and quality labor are not cheap.
So if even on a good year most fitness businesses are barely scraping by imagine what happens after a mandated shut down from a global pandemic.
Businesses were forced to shut down overnight ... however, someone failed to relay this information to our landlords or vendors. Rent payments continued to be required as did software costs, utilities, and most other things that go hand in hand with running a business. All while our revenue grinded to a halt in a matter of hours.
Then came the requests for refunds, freezes, stop payments and more.
As business owners we were faced with the difficult choice to either terminate their entire team or innovate our offerings, I chose to keep as much of my team intact as possible. I pleaded my case to clients asking for continued support if they found it was possible. And so many of our clients stepped up big. Our community supported us. And my team came together big time to work through these unforeseen times.
RELATED A Silver Lining in Fitness: A Miami Gym Owner’s Journey Through COVID-19
Fast forward four months. Four long arduous months. Months of applying for loans, negotiating with landlords, restructuring contracts, whittling down expenses, oh ... and homeschooling two teens.
We are finally given the green light to re-open. By now we have sunk additional money into all of the new measures required to re-open. Updated HVAC units, additional cleaning supplies and services, PPE for staff and clients, new tech to support our virtual platforms, and the list goes on and on. Oh yeah, and did I forget to mention we can only open at 50% or less capacity?
So while costs are up and capacity is down and you have already exhausted all of your government assistance you buckle down and strategize how to be able to ride this out as long as possible. How do you keep your community engaged and your team paid?
I fight hard to stay the course ... to keep pushing and pivoting and getting creative. Trying to make clients and staff feel as comfortable as possible. Trying as hard as possible not to increase prices or make too many internal changes. But at the end of the day, my rent and payroll do not get paid with well wishes and good intentions (believe me I have tried)
I speak with dozens of studio owners every day who are closing their doors. And I wonder for those of us that do make it out of this what will the next 12 -24 months will look like.
RELATED Gym Owners Form Miami Wellness Coalition to Speak with Unified Voice
Thankfully pre-COVID business was good. I was in the top 30% of businesses that ran a profitable ship, understood projections and planning, and jumped on government assistance right out of the gate. I let our clients know right from the beginning that we needed support in order to have our doors open when this was over. I was open and honest with my team that we needed to do everything possible to remain financially solvent so we all had jobs to come back to.
With each and every month that passes, we see less and less attendance in our virtual classes. We get more and more requests for membership freezes and cancellations while at the same time receiving countless “best wishes”, “we are pulling for you” and “can’t wait to be back when this is over”. People are getting tired and bored.
So here comes the tough love part. In order for businesses like mine to still be here when COVID is all over we need more than well wishes. We need support.
And now is not the time for business owners to be shy about asking for it.
If you want to know how to ensure that your favorite locally-owned small boutique fitness business remains open here are some things you can do to help.
Get your butt to class! Most studios are extremely safe places to be right now. We have taken cleaning protocols and physical distancing very seriously. Studios are required to operate at a limited capacity and will keep you safe from the time you arrive to the time you leave.
Sharing is Caring! Feeling great after a class? Loved your private session? Share it on social, and tag us! Tell all of your friends about our online and virtual services ... Post a pic or tell your friends how great it is in the studio. We are not too proud to beg!!!
Pay full price. Now is not the time to bargain shop. Most fitness studios are hanging on by a thread and barely breaking even if at all. Asking for a discount or promotional offer is only adding fuel to the fire. Also, remember you are now getting an even better value with fewer people in each class. In most cases, you are actually being offered a more premium personalized service than before (at the business's expense).
Exercise is BEST right now. It has been shown that being healthy and physically fit is one of the best defenses against this virus. Moving your body and improving your cardiovascular health is critical now more than ever.
Be Understanding. If you don’t like a schedule change or that you can no longer shower, or that you have to wear a mask, understand that there was likely a reason for it. Ask questions, or better yet ask how you can help. Remember that this is a difficult time for everyone - including the front desk staff and studio owners who are on the receiving end of dozens of complaints, requests, and emails.
In the end, most small businesses are doing our absolute best just to keep our heads above water. While most of us are not looking for charity or hand outs we want you to know that we love what we do. We are passionate about our community and want more than anything to be here when we are on the other side of this.
We are in this together, whether we like it or not so let’s make the most of it and do our best to come out of this pandemic stronger than ever!
Christa Gurka, Owner of Pilates in the Grove, shares her experiences navigating COVID-19 as a small business owner.
Not a week goes by without one of my clients reporting that they have “tight hamstrings.” And not a day goes by that I don’t see folks on social media doling out advice about how stretching your hamstrings is the antidote to all kinds of ailments, including back pain.But what if tight hamstrings aren’t even the culprit? And what if stretching isn’t always the answer?Stretching has become the universal prescription for just about everything these days. We sit too much, so we need to stretch more. We have poor posture, so we need to stretch more. We have back pain, so we need to…you get the point.Thing is, I love a great stretching program just as much as the next fitness professional, but it’s time we recognize that making blanket statements about why we all need to stretch our hamstrings specifically is a little short-sighted and uninformed.
*Read: Why Pilates May Be The Only 'Pain Pill' You Need*
So, how do you know if your hamstrings are really tight or if you’re dealing with a separate issue entirely? The first thing you need to do is determine if mechanical tightness (true shortening) of your hamstrings is really the cause. Here are a few ways to help you decide:
And if you are constantly stretching and foam rolling and manipulating the hell out of your hamstrings without improvement – you guessed it – tightness may not be your problem!If you are able to do any of the above with little resistance, then the issue is less about the actual “length” of the muscle and more about your mobility, motor control and nervous system. Remember: your brain controls everything in your body, from breathing, walking, muscle function and more. If your brain perceives a “threat” to your body, it kicks in with a protective response (which can manifest as a feeling of tightness).For example, say you have damage to your spine or an injury to a disc. In this case, when you try to touch your toes or put your spine in a risky position, the hamstrings respond with what we call protective tightness. This is the body’s way of keeping the disc from getting damaged or further damaged. This is sort of like your brain causing your body to hit the brakes. All the surrounding muscles sacrifice their normal functions to unload the lumbar disc, which leads to a feeling of chronic “tightness” in the hamstrings.Another reason your hamstrings may feel tight (operative word being “feel”) is if they are doing too much work/overcompensating during functional movements. Think about it this way: your booty is supposed to be doing most of the work when you extend your hip, which is often. Like every single time you take a step. When the gluteus maximus muscles are inhibited or shut off for any number of reasons, the hamstrings will kick in and begin to also perform the action of hip extension. And if your hamstring is doing all of that extra work, of course it will begin to feel tight (although it’s not actually mechanically tight). It’s just overworked and really pissed off. Wouldn’t you be if you were doing a ton of extra work just because one of your teammates got lazy and decided not to show up?These are overly simplified explanations for an incredibly complicated system that takes place in your body and brain. But at the end of the day, your body deserves to feel and function at its optimal level. And truth is, you owe it to yourself to get properly assessed, diagnosed and treated.
Not a week goes by without one of my clients reporting that they have “tight hamstrings.” And not a day goes by that I don’t see folks on social media doling out advice about how stretching your hamstrings is the antidote to all kinds of ailments, including back pain.
Okay, so you are crushing it as a personal trainer or spin instructor or group fitness expert. And now you are ready to branch out and start your own fitness biz. Awesome! But here’s the thing: being a rock star at your craft and running a successful business is not mutually exclusive. At all.That’s a lesson that I – a fitness small business owner myself – learned after many, many years of hitting roadblocks, changing direction and learning what works (and what doesn’t). Through these lessons (which I share below), I have taken Pilates in the Grove from a 500-square-foot space to two, 1,600-square-foot locations that generate seven figures…and growing.And now I want to help you build an infrastructure and cultivate a philosophy that will put you on the path to a thriving wellness brand. Here are my tips for creating a successful fitness business.1. Understand Your WHYIt is crucial to not only understand WHY you are doing what you’re doing, but to be able to articulate that to your clients. Really think about it: what gets your juices flowing? What is your business’s purpose? And more importantly, why should your potential customer care about what you’re “selling”? In his book, “Start With Why” (which I highly recommend to any entrepreneur and their team), Simon Sinek writes, “People don’t buy what you do, they buy why you do it.” And that couldn’t be truer.2. Understand Your WHOI often hear fitness professionals say that “anyone can benefit from my services.” While that may be correct, it actually undervalues what you do and the service you provide. Creating a niche market and truly understanding your customer base (and how they think) will yield much higher returns, especially when budgeting where and how to spend your marketing dollars and time. So set out to become the go-to person for [fill in your fitness specialty]. Not everyone is your customer…and that’s ok.3. Build A CommunityPeople enjoy doing business with people that they like. It’s just human nature. It’s kind of like that restaurant you keep going back to, not because the food is the best, but because the host knows your name and the bartender remembers your favorite cocktail. Consumers like to feel special, and it’s no different with fitness clients. Growing a successful fitness business is not just about running your clients through a program of exercises, but about developing that personal relationship and creating trust. This approach cultivates clients for life, rather than for a season.4. Keep Your Clients On TrackSet goals for your clients, and then demonstrate consistency in helping them achieve those goals. Clients seek you out because they want something different or better than what they have or had. They are looking to you for guidance and accountability to achieve their desired results, so communicate with them. Speak directly about how often they should work with you for optimal results, and encourage them to schedule sessions for weeks and even months in advance. Keeping your customers consistent with their schedule improves accountability and ensures a full schedule for you.5. Continue To Learn & GrowThe world around us never stops moving forward, and neither should we. If you want your business to thrive, seek out opportunities to learn, grow and improve. With new studies about human biomechanics, treatment options and fitness protocols constantly emerging, there’s a lot of information out there. Attend fitness conferences/workshops, listen to podcasts and read. Read a lot. Train with an expert in your area, and soak up all you can from them. Surround yourself with a team that inspires and motivates you to be better. Even after 20 years in the wellness industry, I am still an education junky that seeks every opportunity to learn from the best. And I believe that has been a key to my success.I’ll be the first to admit that scaling a profitable fitness biz isn’t easy, but I can tell you from firsthand experience that it is possible. So get focused, work hard and prepare yourself to succeed. And finally, don’t worry about what the competition is doing. Focus on you, your clients and your goals. You are, after all, your best investment.
I want to help you build an infrastructure and cultivate a philosophy that will put you on the path to a thriving wellness brand. Here are my tips for creating a successful fitness business.
Yup, you read that headline right. Depending on your circumstance, it is absolutely possible to avoid pill popping (and perhaps even prevent a pain management situation altogether) by incorporating Pilates into your fitness routine and lifestyle.Whether you’ve thrown your back out from lifting weights, tweaked your knee during that marathon training or want to proactively prevent sports-related injury, there ARE healthy alternatives (read: no addicting drugs!) to relieve pain and get back in the gym. And with our state – and our Miami community – facing an opioid crisis, it’s clearly time that we all think twice before turning to highly addictive medications, like fentanyl, hydrocodone, morphine, codeine and tramadol, to manage our aches and pains.According to the Miami Herald, prescription painkillers have caused dozens of deaths and hundreds of overdoses in South Florida in recent years. Florida Gov. Rick Scott has declared a statewide opioid epidemic and called for new regulations and $50 million in new funding from the state to address the problem.Thankfully, there is good news. We have the ability to mend our own bodies naturally through corrective exercise, specifically Pilates. By focusing on proper breathing, postural alignment, improved mobility and increased stability, the mindful movement of Pilates creates improved body awareness and refined motion. These changes may benefit many pain sufferers. Here’s how:
While pain meds can be an appealing magic bullet, natural methods – while under the supervision of a trained professional – are safe, effective, and at the very least, worth a try. At Pilates in the Grove, we are seeing more and more folks from all walks of life (including doctors!) utilizing the exercise as a replacement (or complement) for pain meds, injections and even surgery. And that’s why we are working hard to become part of the opioid solution by educating our clients and providing them with customized Pilates programming.As always, it’s important to consult with a medical professional (Pilates in the Grove is also a comprehensive patient-centered Physical Therapy facility) to determine your best treatment plan, but it’s just as important for active people to know that there are options beyond the prescription pad. And we all need a little support while navigating our journey to a healthy, pain-free life.
Yup, you read that headline right. Depending on your circumstance, it is absolutely possible to avoid pill popping (and perhaps even prevent a pain management situation altogether) by incorporating Pilates into your fitness routine and lifestyle.
When it comes to Miami’s fitness community, there is certainly no shortage of options. From boutique studios to big box gyms and everything in-between, our city is filled with the latest and greatest trends fitness has to offer.But what if I told you that getting in shape is not always about what kind of class you take or even how hard you work while you’re there? Might sound counterintuitive, but the fact is that since most of us are not high-performance athletes (who push themselves 120 percent with the goal of running faster, jumping higher and lifting heavier), it’s not necessary to exert yourself to this level, particularly if your main goal is to lose weight, tone up or maintain.True story.It’s a tough concept for many fitness enthusiasts to grasp because we’ve been taught for years that it’s all about “no pain, no gain.” But the reality of maximizing your fitness routine (and saving your joints while you’re at it) is to work out smarter, not harder. You do not build more muscle by killing yourself with endless reps and weights that are too heavy. In fact, your body burns fat most optimally at low to moderate intensities of activity, especially if you are just beginning an exercise routine.Another common misconception is that working muscles in isolation is the smartest way to exercise. Machines are a great way to isolate muscle groups, but to make the most of your workout, try to involve multiple body parts per exercise, which translates to increased calorie burning and muscle building. And that’s just one reason why Pilates, which uses several different muscle groups at one time, is such an optimal way to exercise.Another tip for working out smarter is to avoid the dreaded exercise plateau, when your body gets too accustomed to a fitness routine and goes into autopilot. Even if you’re breaking a sweat, you generally are not building as much strength or burning as many calories when you reach this point. And that’s another reason why I often recommend Pilates, which provides your body a new workout every time, and keeps your body and mind guessing.And perhaps the most important way to work out smarter is to perform your routine with proper form. You aren’t doing yourself any favors when you cheat or get sloppy, because form is one of the most important factors for results in both weight and cardiovascular training. For example, while weight training, if you lose proper form instead of targeting the desired muscle, you will use compensatory muscle groups, which often leads to joint breakdown and injury. Not only is it unsafe, but it’s counterproductive. You are much better off decreasing the resistance and executing the exercise with proper form. Not only is it safer, but you’ll also notice greater definition and tone in half the time.Bottom line: it’s easy to get distracted by the hot new fitness trends constantly popping up all over our city. But don’t let yourself lose sight of the health and wellness goals you have set for yourself…especially if you have your sights set on results.
When it comes to Miami’s fitness community, there is certainly no shortage of options. From boutique studios to big box gyms and everything in-between, our city is filled with the latest and greatest trends fitness has to offer.
We’ve all been blessed with different body types. And when it comes to the booty, most of us are on a quest to accomplish one of two things: add more junk in the trunk or trim down that tush.Besides the aesthetics of a toned and lifted derriere – and regardless of the backside “look” you are going for – properly functioning glutes are necessary for the safe and proper performance of many daily activities, including walking, running, lifting and squatting.Unfortunately, the gluteal muscle group has a tendency to get lazy and go on vacation, frequently forcing other muscles to take over (namely your hamstrings and low back muscles). This can eventually lead to pain and possible injury. More reason to get those glutes in gear!Studies show that most people achieve greater gluteal contraction during body weight exercises (as opposed to squatting or deadlifting heavy weights), so try these three exercises that – when performed properly – will result in proper activation of your glutes…and are sure to have you feeling the burn.
Any of the above exercises can be done at the gym, in your home or even during a break from sitting at your desk. All that matters is that you do it, especially if you are looking to give your backside a facelift.
We’ve all been blessed with different body types. And when it comes to the booty, most of us are on a quest to accomplish one of two things: add more junk in the trunk or trim down that tush.
Every bride-to-be knows that planning for your big day is a big deal full of big decisions. But when it comes to getting photo-ready for your dream wedding, it’s all about looking and feeling your absolute best. That means moving your pre-nuptial fitness plan to the top of that wedding checklist. And since not all wedding dresses (or bodies) are created equally, how you exercise matters - especially if you’re looking to achieve a toned look without any added bulk.With South Florida’s wedding season traditionally ramping up in the Fall, now is the time to kick your health and fitness into high gear. By following these helpful hints, you’re sure to trim down and tone up in time to tie the knot! Find The Right Workout Plan Many brides are on a mission to shed unwanted pounds and tone up before the big day. To achieve your desired result, we recommend combining cardio exercise (jog, cycle, dance, whatever) about three times a week with a strength training routine (lifting weights are key to this operation!) three to four times a week. Increasing muscle tone increases your metabolism, which improves your ability to burn calories even at rest. If getting to the gym is a challenge, try doing pushups at home or investing in small weights (5-10 lbs) and doing a few sets of bicep curls or shoulder presses. Squats and lunges are also a great way to build up the muscle tone in your legs.Going for a strapless dress? Then it’s time to focus on shaping those shoulders and arms. Opting for a backless number? Well, then it’s those often-neglected back muscles that need a little extra TLC. Pilates is the perfect complement to hone in on those areas that will be on full display to your guests and the many cameras. Watch Those CaloriesWeight loss is a marathon, not a sprint. Losing a pound or two a week is reasonable, as is eating a well-balanced diet. That means there’s no need to ditch all carbs. But now is the time to choose your calories wisely. Before engagement and bridal festivities (hello high-calorie cocktails and sweet treats!), make sure to drink lots of water and fill up on healthy snacks so you are less likely to overindulge. Bottom line: plan ahead. Oh, and put a pic of your dress on the refrigerator to remind yourself that’s it all worth it. And remember: it’s not about starving yourself into a stick skinny frenzy. It’s about becoming the most confident, radiant version of you!
Start EarlyThe early bird gets the worm, especially when it comes to whipping yourself into wedding shape. Most brides begin wedding planning at least 6 months out, the perfect time to get your booty in gear. It takes 8-10 weeks for the body to respond to a consistent strength-training program, and longer to really see and feel those physical changes and muscle definition. So get moving.On the food front, we know that healthy and sustainable weight loss is 1-2 pounds a week. In other words, this is not the time to wait until the last second and then cut all carbs in a last-ditch effort to lose weight. Nobody wants to feel grumpy or deprived on such an important day, and going carbless as a last-minute resort can affect energy levels, mood and cravings. Find a well-balanced eating plan that works for you, and stick to it. You will thank yourself later. Reduce Stress & Take Time For YourselfThis is the last – but certainly not least – piece of the puzzle. While wedding planning can be super stressful, we know that thanks to the stress hormone cortisol, stress and weight loss are closely linked. When we are under stress, and our bodies go into fight or flight mode, it is much harder to lose fat. Plus, stress can suppress the immune system, and cause weight gain, cravings, mood swings and illness in general.Do your best, but don’t make yourself crazy. You will be a beautiful, glowing bride no matter how many squats you do and calories you count. Pick a flattering wedding dress, relish in the love of family and friends…oh, and opt for that open bar.
With South Florida’s wedding season traditionally ramping up in the Fall, now is the time to kick your health and fitness into high gear. By following these helpful hints, you’re sure to trim down and tone up in time to tie the knot!
Whether you’re a fitness newbie or have years of practice doing planks, squats or bicep curls, one thing is for sure: your body WILL benefit from a private training session. In addition to spicing up your exercise routine, here are seven reasons your practice, physique and fitness regimen are sure to benefit:
If you’re just getting started in the workout world, then scheduling a private session is the optimal way to get a good understanding and foundation of proper form and alignment so you can get the greatest benefit. And if you’re already a fitness junkie, scheduling a private session on a monthly or regular basis can help challenge your body to take it to the next level.But you don’t have to choose. Try mixing and matching. But whatever you decide, just remember to take care of your body…it’s the only place you have to live.
Whether you’re a fitness newbie or have years of practice doing planks, squats or bicep curls, one thing is for sure: your body WILL benefit from a private training session. In addition to spicing up your exercise routine, here are seven reasons your practice, physique and fitness regimen are sure to benefit.