Drop Culture … Is it sustainable?

There’s something happening in the retail world and it’s becoming more noticeable … “the drop.”  This sales tactic, relies on releasing a limited-edition product, collection, or service without much advance warning.  The idea is to create hype around the drop thus, facilitating a sense of urgency to buy due to the perceived scarcity of the offer.  Whew.  That’s a lot of fancy business words.

In short, this Drop Culture, has been around for a long, long time.  And we’re seeing more and more of this type of strategy and marketing because … it works.  In fact, pairing the Drop Culture with today’s advertising on Social Media, makes for one super-effective way to reach current and prospective customers and clients.

But can “the drop” work for every business?  Is it sustainable?  Listen to the podcast to hear our thoughts and how we’ve used “the drop” to drive revenue.

Listen to the podcast on Apple Podcasts, Google Podcasts, Spotify and 7 other platforms.

Follow me on Instagram and see what I’m working on in my business each day @shesonhertoes

I’m super-passionate about leading and managing my hardworking team.  Check out my courses How To Hire A Rockstar Team and 5 Days to Time Freedom to keep developing your leadership skills.

Making Decisions with Numbers Rather than Emotions

When you own or manage a business, it’s easy to get emotionally involved.  I mean, it’s your baby.  And we all know that it’s important to be passionate about running and promoting your business.

But … making decisions based on emotions can really be a business killer.  Financial and marketing decisions should be based on the cold hard facts.  Like actual numbers.  That you track on a continual basis.  Say what?! I have to do math.  Oh yeah.

Today we’ll talk about the importance of tracking your business’ performance.  We’ll share what we track and why.  And how we use that information to make important decisions on where our business will go.

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Tracking KPIs might not be sexy, but it leads to good decision-making.

To make it simple, I’ll share the exact spread sheet that I use for my tracking data in the studios as well as how I’ve set up my Quickbooks expenses to track our spending at-a-glance.  Click here to download and use in your own business.

To track your business performance with confidence, grab my freebie spreadsheet that shows you what Key Performance Indicators (KPIs) I’m looking at each month as well as the expense categories I use in Quickbooks to track my monthly expenses at a glance.  Grab yours here.

How do you know if it’s a successful day?

This is not your father’s success.  In today’s business world, and especially in the business of fitness, success is not defined as climbing a corporate ladder and getting a gold watch at the end of your career.

In fact, I’ve heard that today’s business world is more comparable to navigating a jungle gym than a ladder–lots of lateral moves or sudden changes and the ability to hop off and then get back on again.  What do you think?  Seems to be pretty spot on to me.

Today, it’s more about fulfillment of a mission, achieving at work and at home, and continuous learning or personal growth.

So, how do you know if it’s a successful day?  Can you even track progress with these more conceptual daily goals?

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It’s important to define what success means to you, individually.

We’ll talk about how we define success running two fitness studios and how we keep at it even if things don’t seem to be going the way we want.

Throughout the episode, we referred to The Day Designer, which is the planner we all use.  Check out more about why we’re committed to staying organized and how The Day Designer allows us to make it happen and keep each day on the success track.

The new 2019 planners are available for order and we just got ours!  Since we each have to have a different one, it’s always fun to negotiate who gets which cover (Listen for some funny banter about how we had to make our decisions in the episode.)  But … I think everyone got which one they wanted!

She's On Her Toes 2019 Day Designer

Too funny!  We match!

Emily got Brushstrokes (top left).  Carolyn got Ink Me In (middle).   Christina got Patio Tile (lower right).  We like to order right away, because some patterns sell out!

The Day Designer:

It’s the layout of the planner that is what I like best about it.  Each day gets its own page starting at 5:00 AM and finishing up at 9:00 PM—perfect for me because sometimes I have to teach an early class. The appointments are on the left and the to-do’s are on the right, so your whole day is right there on one page. There is also a spot to prioritize your top three to-do’s which is always helpful when you have lots to accomplish in limited time.

You can check out free downloads of a day’s page hereto test out how the planner might work for you. Another great free download is the Monthly Goal Progress page—I use this to make sure I’m on track with my larger goals and tasks that can’t be completed in just one day.  And, the Food & Exercise Log or Weekly Meal Plan pages are helpful to hold yourself accountable to your workouts and healthy meals. Check out the Day Designer here.

Follow me on Instagram and see what I’m working on in my business each day @shesonhertoes

I’m super-passionate about leading and managing my hardworking team.  Check out my courses How To Hire A Rockstar Team and 5 Days to Time Freedom to keep developing your leadership skills.

Why I’d Rather Be Brave Than Perfect

I’m really struggling. My life is pretty much weathering one crisis into the next.  There is always a problem in my business.  Always something that needs to be fixed.

Sometimes I let dishes pile up in my sink.

Sometimes I vacuum up enough hair in my house to make another dog.

I wish I could eat salad for lunch, but I just can’t.  I like sandwiches.  With bread.

I will never live up to my inner critic about teaching Pure Barre classes.  And I’m ok with that.

Why?  Because I’d rather be brave than perfect.  I’d rather be doing something rather than nothing because I’m paralyzed with fear.  Moving forward is better than standing still—in business and in life.

Women today seem to value the appearance of perfection above being real.  Making mistakes is taboo.  Admitting that you make mistakes and don’t have all the answers is self-destruction in many social circles.  Other women will look down on you.  You’ll be judged.  Well, f*ck that!

Here’s a newsflash … nobody’s perfect at work, at home or in life.  We’re all dropping the ball and failing at something.  And that’s ok.

When was the last time you heard someone be praised for being brave?  When was the last time you even heard that word in a conversation … I know, I can’t think of a time either.  In today’s podcast episode, we talk about why it’s better to be brave rather than seeking perfection.  When was the last time you were brave?

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Listen to the podcast on Apple Podcasts, Google Podcasts, Spotify and 7 other platforms.

Follow me on Instagram and see what I’m working on in my business each day @shesonhertoes

I’m super-passionate about leading and managing my hardworking team.  Check out my courses How To Hire A Rockstar Team and 5 Days to Time Freedom to keep developing your leadership skills.

Podcast Episode 18: What’s it like taking your first Pure Barre class? We share our stories.

Everyone in the Pure Barre world has their “first class” story.  It usually includes the following:

You walked into the studio.

Didn’t know anyone.

Thought class couldn’t be “that” hard.

Was in shell-shock during what the teacher claimed was the “warmup.”

Felt like a complete idiot with arms and legs flailing while everyone else seemed to anticipate the next move.

Finished class, red-faced, wrecked, and hardly able to hobble out to your car.

Meanwhile, everyone else smiled, glistened, and looked fabulous as they effortlessly moved onto the next part of their day.

But … you still came back to your second class because deep down you couldn’t let Pure Barre defeat you. You knew you’d be better at it the next class … and the next class … and the class after that.

She's On Her Toes.jpeg

Today, we tell all about when we took our first Pure Barre classes … and you might be surprised at what we thought.

Listen to the podcast on Apple Podcasts, Google Podcasts, Spotify and 7 other platforms.

Follow me on Instagram and see what I’m working on in my business each day @shesonhertoes

I’m super-passionate about leading and managing my hardworking team.  Check out my courses How To Hire A Rockstar Team and 5 Days to Time Freedom to keep developing your leadership skills.

Podcast Episode 9: How to Get New Clients to Your Business Every Single Day

What if there was a way to actually spend your advertising budget to bring guaranteed new leads into your business each and every day?  Sound too good to be true.  It’s not.

Paid social advertising is the most effective way that I’ve found to advertise my studios.  But, we aren’t just placing ads.  We’re generating leads.  There’s a difference.  And that’s what we’ll be talking about today on the podcast … How to use ads to generate new leads for your fitness studios every month.

Click here to listen to the She’s On Her Toes Podcast.

She's On Her Toes

And once you have the contact information of these people, you can keep reaching out to them—until they tell you not to.  When you think about paid social ads for your studio, think bigger—you want to generate leads and build your contact list.

And we’re so excited because today on the She’s On Her Toes podcast, we have our first guest, David Philips, founder and CEO of One Marketing.  David is the brains behind all of my studio’s Facebook and Instagram ads.  We talk about our latest ad (you can watch it here) and why it’s working.  Can you believe one of my talented teachers shot the video and edited this?!

As of this post, this amazing testimonial ad has brought in about 40 leads in just 2 short weeks.  It’s literally our most successful ad yet.

During the podcast, my managers, Emily and Christina, share how we reach out to these new leads and get them to sign up for their first class.  We have a whole process, of course!

Since the goal of this website and podcast is to give you actionable information that works, we want to give you more information about how create your own lead generation campaign.  Learn more here.

If you are interested in contacting David directly, check out his website and learn how his advertising platform, StudioEngine, can help you generate leads and get prospective new clients to reach out to your fitness studio.

Check out StudioEngine for yourself. 

Click here to listen to the She’s On Her Toes Podcast.

If you liked the content, please leave us a review!

Podcast: Episode 6, When Are You Done in Business?

When are you done in business?  There seems to be an unsubstantiated rumor out there that there is some finish point when you’re building and working on your business.

In a lot of things, there is a beginning and an obvious finish.  But, business is a little different … the finish line isn’t always obvious, or within reach.

She's On Her Toes

When you’re building your business, you’re always tweaking things, making adjustments.  You don’t just start, open the instruction manual, follow the directions, and get to the finish line.  There’s always something new to be done.  There’s always a change to be made.  The finish line is always moving out ahead of you.

In the She’s On Her Toes Podcast, Episode 6, Emily, Christina and I talk about when you’re done in business.  Meaning, we ask and answer the following questions:

  1. How do you know when something isn’t working and move onto something that does work?
  2. How do we accept change in business?

And we talk about the idea of pivoting.  Because sometimes you have a great idea, but it’s just not working the way you wanted.  So … you pivot, or turn on your heel, and move in a different direction.  We talk about some case studies including how we approach clothing sales and client retention–actual problems we faced in the business and how we adapted and changed course to correct the problem.

 

If you haven’t already purchased the book, Never Lose a Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days, by Joey Coleman, buy it now.  It took me 2 days to read because the book had valuable, actionable information on how to improve your client retention.

She's On Her Toes Never Lose A Customer

Never Lose A Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days ($20.80): One of the questions this book poses is “How big would your company be if you still did business with every customer you ever worked with in the past?”  Holy sh$t.  Um yeah.  Customer retention is the single most important thing your business needs to focus on, yet we often spend the majority of our time and money on client acquisition instead.  Author, Joey Coleman discusses how you have 100 days to keep a customer for life and the 8 phases of this timeline.  The book walks you through all 8 phases and shows you how to implement them in your own business.  Pure gold.

Listen to the She’s On Her Toes Podcast on iTunes and Apple Podcasts here.

Podcast: Episode 4, Is Traditional Client Service Dead In An Online World?

Has the Internet and Social Media rendered traditional client service or customer service dead?

I’m talking about—a client walks into your business, you sell them something, they pay, and then you keep in touch to earn the next sale.

In today’s Social world, things are different.  Clients have access to all kinds of information about your business including how you talk to clients through your Facebook and Instagram accounts.  In fact, prospective clients have probably already formed expectations about how they’ll be treated before they even step foot into your business.  Or don’t even give you a second look after they do their research!

But while technology has changed the way we approach client service, there are some things that apps and the Internet can’t replace—things like greeting clients by name, smiling, and writing thank you notes.  These traditional, (eek, old fashioned!) practices can go a long way in distinguishing your client experience from your competitors’.

Join the conversation about how to excel at client service in our fast-paced inter-connected business world and listen to the latest She’s On Her Toes podcast here.

To help you create the best client service and client experience in your own business, I’ve   compiled a list of my favorite business books on the subject …

The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue ($16.83): If you own a fitness studio, or any membership-based business, buy this book … now!  If you don’t current offer membership options at your business, buy this book … now!  Creating “members” rather than clients is important when thinking about the “customer for life” concept.  My copy of this book is marked up, dog-eared, and well-read.  I keep going back to it all the time when building my business.

Never Lose A Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days ($20.80): One of the questions this book poses is “How big would your company be if you still did business with every customer you ever worked with in the past?”  Holy sh$t.  Um yeah.  Customer retention is the single most important thing your business needs to focus on, yet we often spend the majority of our time and money on client acquisition instead.  Author, Joey Coleman discusses how you have 100 days to keep a customer for life and the 8 phases of this timeline.  The book walks you through all 8 phases and shows you how to implement them in your own business.  Pure gold.

She's On Her Toes Never Lose A Customer

Think and Grow Rich for Women ($14.66):  I really enjoyed hearing Sharon Lechter speak and her book was just as insightful.  When Napoleon Hill wrote Think and Grow Rich in 1937, he included 13 Steps to Success—but at that time all the major business minds and heads of companies were men.  Sharon goes through each of the 13 Steps and applies them to the lives of modern women.  Sharon’s message is that as women in business, we either sell or we serve.  As in taking the time to understand our clients and serve them to the best that we can using the best means that we can help them out.  I love her concept of living “one big life” instead of trying to find the elusive “work-life balance” that never quite seems attainable.  A must-read!

I’ve used teachings from all three of these books and incorporated them into the client service and client experience at my studios.  I’d love to hear if they bring you value as well.  Email at [email protected] or comment below to share.

Listen to the She’s On Her Toes Podcast on iTunes and Apple Podcasts here.

Why List Building is Better than Advertising for Your Fitness Business

We all know that advertising is essential to running a successful fitness business.  To keep growing your studio revenues, it’s nothing more than a numbers game—you’ve got to keep getting in more new clients each month and then convert as many as possible to grow.

But isn’t paid social where it’s at?  Why should I worry about building an email list?

1. Email Subscribers Are More Likely to be Buyers

Why?  In our scrolling society, we aren’t too picky about who we follow and what we look at on Facebook and Instagram.  Um … exes, random people you haven’t seen in years, random people you only met once, weird looking dogs and cats, the list goes on.  But … we flip out if someone emails us too much or we get on some spammy list.  Am I right?  Bottom line, if someone signs up for your emails, they want to receive and read them.  They have given you the green light into their inbox and eventually into their wallets.

2. People Check Their Email Every Day

As Facebook and Instagram make regular tweaks to their algorithms, your posts may not reach all your followers.  But … everyone checks their email.  Like every day.  Even if they don’t admit it.  If you’ve got something really important to tell your clients (or future clients) you can bet most of them will at least glance at your email in their inbox before deleting.

3. Social Is a Rented Platform

Since none of us is fortunate enough to own Facebook, Instagram, Pinterest, or Google, we just have to settle on using them to build followers.  But even if the mere thought of finance and accounting gives you hives, you know that owning an asset is far better than renting.  When you build a list of email subscribers, you build an audience.  This audience is an asset.  As you offer and develop new products and services, you can sell them to your list over and over again.

So how do you build a list?  You can actually use paid social to build your list … and your business.

On Thursday, be sure to check out an interview with my online marketer, David Philips, Founder and CEO of ONEMarketing.  That’s right!  It’s a video!  David and I will be discussing how to use paid social to generate leads for your business and build your list.  You won’t want to miss this!

 

The Best Ways to Beat the Summer Fitness Slump

It seems counterintuitive.  Wouldn’t you want to workout in the summer?  All those shorts, cute sundresses, rompers, and bathing suits show more skin and require more confidence than your baggy winter sweaters.  But, alas.  No.  What seems like a busy time for fitness is actually known in the industry as the dreaded summer fitness slump.

You know, that time when it seems like almost all of your clients head out of town to the beach, the mountains, fabulous trips to Europe and the Caribbean, and a few more trips to the beach for good measure.  It’s a time for fitness studio owners to hunker down, spend as little money as possible, clean out your back-storage room, and anxiously await your vacationing clients to all come back for a busy Fall—please come back!  Pretty please!  You haven’t forgotten us, right?!  You have to workout eventually …  seriously, we miss you.  Come back soon …

But what if you could evade the summer slump?  Is it possible to actually grow your client base in the so-called slow summer months?  You’re damn right it is.  In fact, adding clients in the summer is possible—yes, there is a segment of the population that doesn’t take a 3-month vacation.  Unfortunate as they are (poor “vacationless” souls), they can keep your summers busy which is a great morale boost for your Team not to mention nice for your finances.  Here are my top 3 ways to beat the summer fitness slump:

Don’t Switch to a “Summer Schedule”:  It’s tempting to think that when a large segment of your client base heads out of town, you’d be better served to switch to a “summer schedule” and eliminate or consolidate classes.  While it seems that you would save money by not having to pay a teacher for a class that’s not full, you’re actually giving clients a reason not to visit your studio.

The first summer Pure Barre Winston-Salem was open, we decided to eliminate the 9:45 AM class because attendance was really low.  We rationalized that clients would just come to the 8:30 AM class or another time in the early morning or afternoon instead.  This was a huge mistake.  Clients who regularly took class at 9:45 AM thought we had taken the class off the schedule permanently and we actually lost about 15 clients who just couldn’t understand that the class would be added back at the end of August.  Head hits desk.  Bourbon is poured.

Lesson learned.  Now, I don’t switch to a temporary “summer schedule” which eliminates otherwise popular class times.  Removing classes can confuse your clients and thus give them a reason not to keep taking class at your studio.

Do Schedule Pop-Up Classes or Community Events:  The key to attracting new clients in the summer months is to host community events or free classes that are open to the public.  In addition to creating interest in your studio for new clients, community classes are also fun for your existing client base—a win-win for your business.

We actually just had a Pure Barre Pop-Up class this past weekend at Village Juice Company, an amazing local restaurant that serves cold-pressed juice, smoothies, grain bowls, and salads.  It was great!  We had a class outside and then all got to hang out drinking and eating some healthy treats—a nice little Sunday.

But as a business owner, there is a lot of risk involved in hosting a class outside.  You’re trying to re-create an in-studio experience outside where things such as traffic noise, weather, and a host of other factors could potentially ruin the experience for your paying clients and any new clients just learning about your business.  Ah!  It’s a lot of pressure!

If you invest in the proper equipment and have some back-up systems in place, hosting a Pop-Up or outdoor class should be pretty painless.  How did we do it?

First, we invested in the proper equipment including a branded tent, branded table and tablecloth, a portable speaker, and wireless microphone.

KD Canopy:  We purchased our tent from KD Canopy several years ago and it’s been used a lot!  While the company will tell you this tent can be set up by 2 people, you’ll have a much easier time with 3 or 4.  The quality of this tent is great and it’s easy to pack up, move, and store.  We also added on a branded tablecloth, which we’ve used many, many times more than the tent.  Definitely get the tablecloth!  It was an easy add on that is a staple to our marketing efforts at events.  Both the tent and tablecloth have been great purchases and make a very professional first impression.

Weltron WAS-TUBE 5 Portable Bluetooth Active Tower Speaker ($455.04):  We literally just bought this speaker after learning about it from a company we had been renting equipment from for our previous outdoor classes.  While the cost seems expensive, we were paying the rental company $400 for each use of their equipment, so this speaker has already paid for itself and we have several other outdoor and off-site events planned before the year is out. I bought this speaker through Amazon using American Express points, making it virtually free (another way to save).  Pretty amazing—which also describes the sound quality of the speaker.  Did I mention it’s extremely easy to set up, break down, and transport?  Simply connect your iPod or other player to it and turn up the volume.  If you’re looking for professional-sounding equipment for indoor or outdoor use, look no further.

Samson Airline 77 Headset Wireless System with Fitness Microphone ($299.99):  This is a similar model to what we use in our studios, which is a huge advantage to teaching a class in an unfamiliar environment.  You can easily connect this system to the Weltron Tower Speaker and have both music and the mic working at the same time.  Just plug the mic in, connect, and use.  It’s that simple.  We had a back-up mic just in case.

Announce a Multi-Month Challenge:  Initiating a multi-month challenge is a great way to keep existing clients engaged and regularly taking classes in your studio during a time that would typically be slower.  It’s also a great way to keep client energy high and keep your studio relevant.

During June and July, we have challenged all of our clients to participate in our Pure Health Challenge. Our past events this year seemed stale and uninspiring. We had just been recycling them from previous years.  It was time to shake things up and drill down to what really mattered most to me and my clients—a total health experience.  Here’s what we came up with and what we’ll be doing in my studios for all of June and July. That’s right!  60 days of Pure Health!

  1. First, we decided that we’d need a baseline to know where you are with your health. My chiropractor, Dr. Gray, has this body composition analysis machine called, InBody.  We partnered with him to bring InBody to the studios in the beginning of June for every Pure Health Challenge participant to get an assessment including weight, muscle mass, fat mass, water, hydration level and many other indicators to know where they were at the beginning of the Challenge.  After 6 weeks, Dr. Gray will come back to the studio with InBody to measure everyone’s progress.  We’ll literally be able to quantify all of the work completed during the Challenge.
  2. Everyone gets the Simply Real Health cookbook to start planning healthy and tasty meals.
  3. During the Challenge, we’re asking everyone to take 4 classes each week. This seems reasonable and doable.  If you complete 4 classes each week, you’ll earn a small reward from Pure Barre or our other partners, Village Juice and Kleur Shop.  If you don’t complete the 4 classes, just reset the next week.    But, sometimes just starting is the hardest part, so we’re partnering with Kleur Shop to host an evening to talk about what’s holding us back from committing to working out like we know we should.
  4. At Pure Barre, we have special Intensive classes which take our clients further out of their comfort zone to target specific areas of the body and do some exciting new things we wouldn’t normally work in a regular class. Everyone participating in the Pure Health Challenge will have the opportunity to take our Strength & Balance Intensive in June and the Full Body Burn Intensive in July.  Sweat!
  5. And what Challenge calendar wouldn’t be complete with an outdoor Pop Up class?! We had an amazing pop up at Village Juice the morning of Sunday, June 25th and got some great juice and healthy snacks after.  (This is the event I just described above.)
  6. Finally, one of my favorite restaurants in Winston, Spring House, agreed to create a Paleo Happy Hour for all Pure Health Challenge participants at the end of July!

Coordinating all these activities was a huge undertaking, so I’m glad I have my Team to help me. We’re about half-way through the Pure Health Challenge and this summer has started out strong with engaged clients and a new excitement for taking class and focusing on overall health.

While many of your clients will take the summer months to spend more time traveling than taking classes in your studio, that doesn’t mean you have to accept the so-called summer slump.  By taking the time to plan some great events and keep things fun and engaging during the summer, you can actually keep building your client list which can mean thousands in additional revenue for your business at the end of the year.

One of the reasons I like to purchase makeup and skincare online through Nordstrom.com is that sometimes there are great gifts with purchase.  Right now, you can double up on gifts—there’s a 19-piece gift with beauty purchase of $100 AND a Trish McEvoy gift with a purchase of $100 in Trish McEvoy products.  Since I need to get a few things, I’ll tell you how you can double up on gifts to get the best value in Thursday’s post.  On Friday, I’ll share my favorite sunscreens to avoid the dreaded burn.

Until then, stay on your toes!

Weltron WAS-TUBE 5 Portable Bluetooth Active Tower Speaker ($455.04)

Samson Airline 77 Headset Wireless System with Fitness Microphone ($299.99)