Pilates in the Park

Many Pilates in the Park events are held on Pilates day each year.  Why not make it a regular class?  There are groups that meet in public parks in New York, LA and Chicago on a weekly schedule during the summer, sometimes drawing hundreds of people!  If you’ve ever had a hard time going to your studio because you wanted to be outside…this could be perfect for you.

Considerations:

• Permits & Pricing: Check with the local Parks & Recreation department to find out if you need a permit, and whether or not you can charge a fee for the class.
• Organization: Make sure you specify in your advertising what you will provide and what the students are expected to bring, where in the park you’re meeting, and the start and end times.  There will be no clock, so expect late comers and people leaving early.
• Sound and Safety: Teach modifications for everything, and talk about common concerns.  As your group grows, enlist other teachers to assist in “crowd control.”    You may need to invest in a portable sound system to be sure everyone can hear you.

Schools

Schools present a plethora of Pilates opportunities.  Pilates for Kids is a hot new trend in the industry, and what you teach to the kids they will teach to their parents.   Offer to come in and teach a class during P.E., or do a workshop on stretching and cross training for a sports team.

Some schools have a community room where you could teach a class to parents the hour before they have to pick up their kids.

Finally, many schools and colleges offer community education programs as a way to both connect with the local community and raise funds for the school.  Tap into one of these already established networks and let the school handle the advertising and payment for you.

Considerations:

• Plan ahead: You will need to make arrangements through the school, which will likely include a background check.  Approvals may need to be obtained at both the local and district level and may take some time.
• Enlist parent-helpers: Kids and teens like to be silly.  It’s totally fine to have fun, just make sure they are being safe.
• Check out the equipment before you go: even if the school says they have mats, go ahead of time to make sure what they have will work.  Some schools refer to carpet squares as mats.
• Payment: If you are getting paid, it’s likely going to be less than what you make at your studio.  Remember that this is a community service but that some of these students may likely become students at your studio.

Now that we have covered the ideas to get out of your studio, and hopefully get some new faces to come into your studio, the following are ways to give back to the community:

Local Prison/Jail, Homeless Shelters and Half-way Houses

Many facilities offer a fitness center, and the people there are in the process of learning to make better, healthier decisions.  Learning Pilates can help them on their journey.

Senior Living Centers

Senior Centers are always open to new programming and volunteers, and this will be a great way to get your creativity going.  Can you plan a class for a group of folks with osteoporosis who can’t get on and off the floor?  It will be hard, but incredibly rewarding.

Community Groups

From Weight Watchers to Meet Ups to Running Clubs, there are many opportunities to tap into a clientele who may not otherwise try Pilates on their own.  A quick search on Google and MeetUp.com along with a stop in to your local running store should give you plenty of options.  Contact the group leaders and offer to come teach a class or give a talk on how Pilates can help with flexibility, weight loss, or overall fitness.

Considerations:

• Plan ahead.  It may take several months to implement a program after the first time you contact the organization, and you may have to complete a background check.
• Be prepared mentally: Have a positive attitude.  You may meet people in very depressing conditions, but they don’t need your pity.  They need your respect and help.
• Bring your equipment: You will likely need to supply all equipment and supplies you want to use.
• Know who you will be speaking to:  Review the group demographic with the leader before you prepare- a group of elite athletes is not going to benefit from hearing how Pilates can get them off the couch.
• Be prepared for questions.  You are there to impart knowledge.  If you get through a whole class, fantastic, but be prepared to be interrupted.
• Know your schedule: Bring cards and studio information, but also be ready to give options if they ask for you to be a regular weekly or monthly group leader.  Have an idea of what you would charge or if you would be willing to do it for free.
• Be committed.  Just because you may not be getting paid doesn’t mean they will be depending on you any less.  Treat it as any other paying appointment.

Hope these ideas give you a reason to spread the word of Pilates outside of your studio!


Amanda and her family

Here are some tips that I, and other teachers I know who wear multiple hats, have found to work:

1. Organization: Whether you have a paper planner or you use an electronic system, you MUST know where you are supposed to be and when, and with whom. I use an iPhone and have all of my classes and private lessons on my calendar so I don’t miss anything.  I also put important work meetings or other appointments on the same calendar so that if I need to adjust my schedule I already know when I have other commitments.
2. Flexibility: (And I don’t mean in my joints.)  My family, my various bosses, and I all need to be incredibly flexible.  In order for me to teach, some days my husband leaves work early to pick our daughter up from daycare; and sometimes I have to adjust my day job schedule to accommodate clients.
3. Understanding: Understanding from family and co-workers is almost as important as flexibility.  In addition to her job as a Physical Education teacher at a private school, Brenda Schumacher, runs InsideOut Pilates and Fitness Studio from her home.  “My kids and husband come first so I ask them to help me set the appointment availability for clients. We set out the number that we want to have on the books and we stick to that number and time slots. But even though I love both jobs it does get tiring juggling and changing gears from a job to clients. To stay motivated and intrigued, I read textbooks on the body as well as Pilates’ books—this also helps me to grow and that seems to keep the passion alive.”
4. “Me” Time: As a mother, this is one of the most difficult challenges. Because I have two jobs, time for me is often the easiest thing to cross off when my schedule becomes too full.  However, it is essential for my sanity, my teaching and my work as an employee and a mother.  I usually try to exercise for 30-45 minutes in the morning and then for 30-40 minutes during my lunch hour.  This gets my day going and gives me energy, and it also gets me away from my desk during the day without the expense (financial and nutritional) of eating out.  I also treat myself to at least one nap every weekend.

It is a lot like having your cake and eating it too. I enjoy my office work and I also enjoy teaching Pilates.  These tools have helped me balance two demanding jobs while enabling me to have a personal life too.

Here’s a new idea that may turn your world upside down. Have you ever considered offering all of your different classes for one price?  For example, a reformer class would be the same price as a mat, same price as a chair or tower class.  What about tying this class idea into a program that offers a complete solution to clients struggling in reaching their fitness goals? Offering this “Transformation package” might just be the thing that could bring you and your clients GOOD FORTUNE.  The details are listed below.  The keys to making this a success and selling it is to make it all about the needs of your (potential) client.  They will want affordability, results driven progress with (this is the icing on the cake) a100% satisfaction guarantee.

Transformation package details

• 30 sessions (8 privates, 22 classes . . . any scheduled classes) over a period of 3 months.  The client’s goal is to attend 3 times per week.  They receive before and after pictures, nutritional consultations (2 separate 30 minute sessions) and $25 off their next package when they refer a friend who also buys a transformation package.
• First begin with the consultation.  Get to know the client’s specific needs and goals. Let them know how you can help them build awareness and control in their body.
• The first 3 sessions of the package are private training (to get the fundamentals down or work on progressing them further if they have been a client for 20+ sessions. We can always review the basics!)
• After their private training, the instructor guides them to the classes which would be best for them.  The client signs up for at least their next 5 classes then layers in a private class when they feel like they want/need one or when the class instructor notices that they could use some review.
• If they consistently come 3 times per week over the course of 12 week period they receive 36 sessions, a 6 class BONUS!  Let them know they are rewarded for being consistent and it doesn’t cost you any money.
• This package is on a payment plan. They are obligated to completing the 30 sessions and paying one time a month (3 total times) on a determined day each month.  The probable median price range is about $200- $260/month.  This is an easy way to space out their financial commitment, yet make them obligated to you for 30 sessions where you know they WILL see a whole new body!
• What if the interested client wants to do the Transformation package but the class times that are available just don’t work for their schedule?  Get them to find 4 friends and then they can create 3 classes a week.  Offer it to other students to, on a wait list basis if needed.

The important factors

1. There has to be at least a minimum of two people per class signed up 24 hours in advance or the class is canceled.  This covers the cost of your instructor.
2. The other thing is that this package invites referrals and the word spreads like wildfire!  Not only do you have some great marketing pieces 30 days after you begin to offer this package, (based on the testimonial before and after pictures) but you have happy mouths talking up their experience. The transformation package is an EXPERIENCE!  You get to walk them through their lifestyle habits and how they can make better choices (either with food or daily activities.) You can help clients become more aware of their bodies and all of this useful knowledge translates into confidence.

Have a make-over party after 45 days of offering the Transformation Package and ask clients who are on the package or who have just completed it to bring 3 friends to ensure they receive $25 off their next package. Offer wine, have some Triscuit crackers and a cheese & fruit plate to nibble on. You’ll be so satisfied at their results, the clients will have fun through their journey (choosing their classes ahead of time and when they want/need private training) and you’ll be sitting pretty with more cash flow in your pockets!

If you have further questions about the Transformation Package, please submit a contact form on www.wewantpbr.com (Website coming soon) and Alison will be happy to personally answer your questions.  Pilates Business Resource’s (PBR) online monthly subscription empowers instructors, energizes start-ups and current studios, eliminates industry secrets and gets Pilates back to the basics.  This service will be available September 2009.

Let me explain. I believed everyone charged clients according to Joseph Pilates’ quote of 10…20…30…sessions.  You know the one. I firmly stand behind this quote which is why I originally used the same pricing guidelines that many Pilates studios used, I charged by packages of sessions. However, it was stressful every time clients’ packages were due. This created other issues too. I wasn’t sure if they were committed to continue.  What if they forgot their sessions were used up or they forgot their check or credit card? This happened to me plenty of times and I felt like a collections representative trying to get my money. It was very frustrating and I’ve spoken with many other business owners and instructors who also dreaded when their clients are on session 8 of a 10 package series.

I finally realized it would be much easier if we only had to deal with signing up clients for billing one time. Rather than charge by the package I switched over to monthly billing. Not only was I able to better track monthly income, my clients benefited by being more committed to their workout schedule so they could achieve their fitness goals.

Monthly billing enabled me to set goals and understand what was needed to attain those goals. For example, if you have 5 clients paying $200 a month, and they are debited on the first of each month, you know that every 1st of the month that $1000 would be deposited into your account.  If your goal is to bring in $3500 per month and you charge $200 a month (assuming 2 sessions per week) you would need approximately 17.5 clients per month.

Recurring Revenue Benefits

Other benefits to using monthly billing, which is also known as electronic funds transfer (EFT) are:

• Avoiding the problem of late cancellations—it is written into my agreement that if clients do not give 24 hour notification of cancellations then that session is forfeited.  Before, it could be awkward when these situations arose.

• Being able to track my monthly income and earning more money. When clients were paying based on packages, monthly income was sporadic and unpredictable. If they had a 10 session package, it could carry over into one month or two which didn’t benefit them or my business. EFT helps the client by keeping them consistently working out and helps the business by having consistent, predictable income.

• Reduced stress for me and my instructors—no one has to worry about the financial side of things after the client’s initial visit.

• It allows me to concentrate on teaching Pilates which is what I love to do.

Recurring Revenue Resources

Setting up EFT is fairly simple, here are a couple of EFT companies I personally have used:

• ASF international (www.asfinternational.com) – online auto debit (EFT) system

• U.S. Merchant Systems (www.usms.com) -online auto debit (EFT) system

• Merchant Services (www.usmerchantservices.net) – Or you can have a terminal that you can personally process credit cards

You don’t have to lock your clients into a long-term contract.  You can offer it to them on a month-to-month basis.  Best of all, you can set goals for yourself and know exactly how many clients and sessions you need to achieve it!  Pilates is a lifestyle so let’s set it up that way.

A recent article in the April 2009 issue of Entrepreneur magazine explains that you have to take personal control to feel in charge of your destiny.  During these uncertain times, your perspective on what is going on in the world is entirely up to you.  You need to perceive a positive future and keep working hard to arrive there.  Focusing only on the negative will take your sights off the long term goals you want to reach.

With the stress of the economy, most people still want to take care of their health, which is good for us.  A survey done by Zobha yoga and fitness apparel showed that “despite the economic environment, nearly all women surveyed who currently exercise say they will continue, with two-thirds saying they will scale back financially in some way”.

Pilates Pro recently had an article showing a strong outlook for Pilates jobs in the future…another positive sign.  So how can we take personal control of our business during these times and help control our destiny.

1. Don’t only attend the hottest Pilates classes at conferences this year.  Check out the Business Lectures.  More conferences are adding business informational sessions which provide great resources to instructors.  The IDEA World Fitness Convention™ in August this year is offering a pre-conference session that is a full day of business seminars.  It is the Fitness Business Forum with a few of the sessions specifically geared to the current economic situation.
2. Take care of your current clients.  It is easier to keep current clients than to find new ones, so don’t take them for granted.  Maintain great customer service, add new classes, keep them up on the latest research from the industry and follow-up with phone calls or emails to check on them.
3. Find affordable marketing techniques.  Check out Peak Pilates instructor Connie Borho’s article on making this an “opportunistic economy”.  She gives great ideas that are working for her in Sarasota, Florida.  There are ways of getting your name out there, other than spending a fortune on advertising.  Approach local chiropractors, massage therapists or physical therapists to create a relationship for referrals.  Donate gift certificates to silent auctions in your town.  Call clients you haven’t seen in awhile.  Offer a warm-up stretch at a local 5K or golf tournament.  Become a contributing writer to a local paper or magazine.
4. Another great tip from Connie’s article is to spend time every day working on your business, not in your business.  She says to take one hour per day and focus on the business.
5. Many clients want to continue, but need more affordable options, so beef up your group class schedule.  Research the needs of these clients, so you won’t lose them.
6. Without reducing your prices, offer specials to new clients when they buy their first package.  Offer specials to current clients when they buy multiple packages.
7. Web presence is a must.  Our Pilates Studio gets more clients through our website than any other marketing technique we use.  Your website has to be user friendly and offer as much information as possible.  Don’t miss this prime marketing opportunity to show yourself off to the world.  We get visitors from other cities through our website when they are vacationing as well.

Remember not to sacrifice quality or customer service during these times.  Also, don’t give in on your policies and pricing structure that has brought you this far.  This is not a time to cheapen your business.  Your clients know you provide a valuable service.  They just need more options.  There are more clients out there that need your services as well.   Stay positive, they just haven’t found you yet…so help them.

To retain our clients, we use every means available to keep them motivated and consistent. Resources that keep them moving and make their goals easier to attain are beneficial to us as trainers as well.

After researching, we found that many organizations are developing programs to help us learn using technology from the comfort of our home. The internet has made many options possible for us and our clients.

• Just last week I attended a webinar from home while my son slept. It was presented by Les Mills International and SCW Fitness Education. The topic was “How are you reacting to today’s economy?” It was great information and it was free!
• I was also excited to see that this year the Body Mind Spirit Expo that takes place in California in April is offering Webinars for participants who are unable to attend the actual conference! This is truly exciting for those of us who know we can’t be in California in April.
• Liz Koch offers a 5 Hour Virtual Psoas Tele-Class. You can listen for one hour per week to the virtual class from anywhere. This class covers basic aspects of the psoas, its function and effects, recommended exercises and group discussions of problems and solutions. Don’t miss out!
• Pilates instructor Lynda Lippin has created several MP3 audio downloads that are great for instructors or clients. The titles include Pilates for Back Pain, Pilates for Neck and Shoulder Pain and Pilates with Ring and Roller. These are great for travel or as an easy listening companion to take you or your clients through a specific Pilates routine.
• Rael Isacowitz, with BASI Pilates, who is a world renowned leader in Pilates instruction has created an Online Pilates Training program. This software is sure to give instructors great training information.
• Peak Pilates has a Community area on their website that includes a blog, audio podcasts from their Master Trainers and audio workout downloads on the chair and reformer.
• Ultimate Pilates Workouts, created by Katherine and Kimberly Corp of Pilates on Fifth, gives several membership options to view unlimited Pilates workouts with small and large equipment. This site is sure to give you new ideas for your clients and classes.

If you come across other resources and educational programs that can be accessed via the internet, please let us know. We all need resources to continue learning and being able to do that on our own time schedule is a bonus!

Popular Pilates Articles from 2008

If you are just joining us and you missed 2008, here are some of the most popular articles from last year:

• Pilates Equipment
• Foam Roller Fun
• Pilates and Running
• Three Simple Exercises for a Better Golf Game
• Principles of Pilates
• Pilates for Power in your Golf Game

Looking Forward to 2009

We want to hear from you this year.  What was your favorite conference of 2008 and why?  Did you find a workshop that was unbelievable?  Post either events for free in our new Conference and Workshop Calendars.

If you haven’t visited the Community Forum, please check in.  There have been interesting discussions in our new community.  Check out some of the popular discussions on Breathing and Scoliosis.

Last year was a tough year for many of us and we should all be hopeful for a successful, exciting and productive 2009!  Set your goals and work hard.  There is a great article in the Pilates Style, January/February 2009 Issue on the Top Five Business Tips of 2008, plus it is their Annual Resource Guide where you can grab some great information. This is the time to plan ahead for a prosperous 2009. This will be a great year for learning and discovering new ideas for your Studio and clients.  Join us for the journey!

This year will bring more reviews of products in the industry including DVD’s, books equipment and accessories.  Interviews with Kathy Corey of West Coast Pilates and Rael Isacowitz of Body Arts and Science International will publish in the next two months.  Monthly Pilates exercise videos and more sport-specific, business and instructional articles are coming all year.

There will also be more exciting articles from our current contributors and we are ready to hear from those contributors new to our team as well.  Please contact us if you have a specialty you would like to publish on Pilates Digest.

Specialized Program for Pilates Instructors

We are excited to announce the launched of our first in a series of Pilates specialty programs, Pilates Mat Program for Osteoporosis Clients.  Look for more programs to come in 2009 to help you and your clients.

Be a part of the Pilates Digest community in 2009.  You don’t want to miss anything in the year ahead!

To find the perfect space for your partnership program, it’s good to develop relationships with existing gyms and wellness facilities. Teach a class at your local community center or offer your services as post-maintenance for rehabilitation. You want to find a spot that has a lot of foot traffic. For example, if you are considering space in a gym, there are already pre-existing clients that will become aware of you as you start to spend more time there. Facilities are often open to added value propositions and can be structured to create a “Win-Win” situation for the instructor, facility, and client.

Planning

Any time you start a business, you need a plan. Get the dimensions of the proposed space, and figure out how much you are willing to invest. What equipment will fit? If you find you want options for group and privates to run at the same time, make sure you have the room for that. You can also ask if the facility is willing to match you or offer any additional funding. Look at the space, what equipment is affordable and practical, and how you can maximize revenues within that space. Set weekly, monthly and quarterly goals to make sure you are on target.

Make sure you also figure in to the financial planning that you’ll need to still pay for insurance and any business licensing fees for your state. Most facilities require studio liability insurance above and beyond personal liability when you own the equipment. Check with the facility to make sure you don’t need any extra permits to teach Pilates in their space. Factor in extras, like external marketing, taxes, small props, and after class cleaning supplies.

Partnership

In a partnership agreement with a facility, you can negotiate a percentage split. Starting off you may be a little slow, so it allows you to focus on building the clientele base and not having to worry that you have to come up with next months rent. The bonus is for the facility when you do better, they will do better, and they make more money when you do. You can also ask the facility that they “cap” or shave back their percentage after you have hit a certain criteria (hours worked, or a net amount of money). As questions and new situations arise, you may need to foster flexibility in your relationships to deal with these situations.

You can also ask that they include you in newsletters, mailers, internet and email campaigns to current and future clientele. Other benefits include sharing services such as internet, fax copiers, phones, and utilities. You can have your contract with the facility for a short or long term agreement, or month-month, but it’s best to give yourself some wiggle room, with a 30 –60 day written notice of termination of the agreement.
Make sure your contract spells out the details on the financial arrangement between you and the facility. Does the facility take and hold the money, or do you keep your books open and collect the money? If there is damage to the studio or space, who is responsible? Who does the clientele belong to? Making sure these aspects are detailed and covered may save you headaches in the future.

Promotion

Once you have your contract and your equipment is on its way, make sure you get out on the floor to meet the existing members, potential new clients, and speak to the marketing director about announcing your program. Get out to the street and speak to your neighbors, bring professional materials and brochures to nearby offices and show people the benefits of Pilates!

If you are a local business owner, most of your potential business comes from local customers in your area. Local customers are already searching for the products and services you offer on the Web using a search engine like Google. Why take the time to rifle through a phone book when it’s much easier to use Google. Also, the number of people using the Web to find products and services in their area has been increasing exponentially every year. This fact alone makes it imperative that your business is listed with Google Local.

What is Google Local?

Google Local is an extension of its mapping site http://maps.google.com.  Go to Google Local and look for the “Show search options” link next to the search maps button. Click this link then select “businesses” from a drop-down box. Search for a business by location and the results will display on the left hand side of the page.

How Does Google Local Help Me?

Here’s how . . . Google Local search results are integrated with Google’s organic search results! Hmm . . . I can sense your lack of enthusiasm. Here is why this is so important and the reason you should get excited about this. Let’s say, for example, that you have a Pilates Studio and for the most part your business is generated locally. You have a website, but it doesn’t get much traffic from the search engines. You’re working on increasing the rank of your website but it could take months for you to get on the first page of Google, if at all.

This is where Google Local comes into play. Search engines are all about relevancy and the narrower the search term the better the result. So, if I’m looking for a Pilates Studio in Orlando, FL and type in the phrase “pilates studio orlando fl” wouldn’t it make sense to display Pilates Studio businesses in the Orlando, FL area first? That’s what I’m looking for right? So what Google did is integrate the local business listings with their organic search results and in many instances the local results are at the top of the first page on Google! See the importance now? A simple listing with Google Local can put your business on the first page of results for people that are looking specifically for your product or service and in your area! It doesn’t get any better than that!

How Do I List My Business With Google’s Local Search?

To list your business with Google Local, go to the Google Local Business Center page. Once you’ve completed the sign up process Google will send you a confirmation or activation code by snail mail or will give you a call to confirm your identity. You will then need to log into your local business center section and enter the code. Once it is verified, Google will add your listing to its search results.

Google Local is a fantastic way to get your business in front of local web surfers with very little work. I hope you see the value in using this service and go immediately to Google’s Local Business page and sign up. You’d be nuts not to!

I love my job. I am well compensated, work fewer hours overall than when I owned my own studio in the US, and see an interesting mix of clients in both complementary group classes and private sessions (we have a studio). The staff and management are wonderful, and the therapists and yoga teacher are extremely talented (this a multiple award winning spa) and we do get to trade services and model for training and continuing education.

So how does one find a job like this? I found this job because I already lived in the country, was called in as a “fill in” Pilates teacher when the resident teacher was away, and I loved it so much that I applied for the position. You can also do a web search for spa positions or do a search for luxury spas see which spas offer pilates, and submit your resumé. Before you jump, however, you need to take some things into consideration.

1. Are you really comfortable in unfamiliar surroundings? You will be living, eating, and working in an entirely new place with little to remind you of home. The rest of the staff will be multi-national and multi-cultural, often with few native English speakers. Staff meals will have different choices than you are used to (pork belly and chili-spiced vegetables, for example). Groceries may be hard to get. I take a 35 minute boat ride every other week with a cooler and suitcases to the main island to stock up my kitchen. Also, you will be sharing close quarters with all kinds of people (my husband and I share a 2 bedroom unit with 2 very nice young Balinese men) and need to be ready for that.

2. Can you be on call at all hours? I work a 6 day week where, while I only need to be at the spa for my scheduled classes and sessions, I am on call from 9am-9pm if a guest wants Pilates. And if they are willing to pay extra, they could have me earlier or later! While my maximum number of sessions is 5 in a day, they can be spread out and if we’re really busy I often go over.

3. Can you be happy and pleasant all the time? You must smile always and be pleasant always, no matter how you feel or how upset at something you may be. Living on a small island with both staff and guests means that you never know who you will run into (some guests are even secret shoppers for travel bureaus), and you need to help keep up the positive mood of the resort.

4. How are you with demanding clients? You will not have the option of turning down a client or refusing to work with someone. And every guest is paying a lot of money to be at the spa and additional funds to take a lesson with you. You must be pleasant and at your very best for every single guest you see, whether in a private or group. This can include working with teenagers, with people who speak no English, with people who have never taken Pilates, and with people who think they know Pilates better than you.

5. Are you confident in your teaching? You will have very little contact with other teachers except on your vacations, so be very confident in what you can do. I do most of my networking on line at Pilates teacher forums and magazines. If you are uncomfortable with an injury or issue, you must speak up as the worst thing you could do is injure a guest. You will see people who study at the best Pilates studios and with the best trainers in the world from every “brand” of Pilates, so be clear that you feel good about your teaching skills and what you know.

6. Can you keep to yourself, avoid gossip, and keep a confidentiality agreement? Most high end luxury resorts will have you sign a confidentiality agreement. If word leaks out every time certain guests come to a hotel, you better believe that they will stop coming and will inform everyone they know, so confidentiality is key to the resort’s success. Plus, in a small place any gossip or nastiness will spread like wildfire and will come back around to you sooner or later (and yes, you can and will get fired for something like this).

Given all these conditions, working at a luxury resort can be a fabulous opportunity to travel, live in a new place, and meet really cool and interesting people. I love it!

In our business we can offer a gift of fitness and health that is great for helping charities raise money. People love fitness, especially Pilates, and would love to give to a charity and get fitness in return. We also have passionate people in our industry who are willing to give their time to benefit others. This works great together to plan a successful charity event.

Last year our Studio had a day that we called “Fitness for our Future”. It took several months to prepare, but it was worth the effort.  Throughout the day we held private sessions and classes.  All monies collected went to a local children’s charity. All the instructors volunteered their time and encouraged their clients, friends and family to train that day. The turnout was amazing and the event gave over $2,000 to the charity.

We also donate to our local children’s homes during the holidays. Usually they will give you a list of items they need. You can place a big box in your Studio with the list of items needed, which makes it easy for your clients to donate. You can also adopt a family through churches or a local family services center.

This year we are participating in Shape Magazine’s Pilates for Pink campaign. This is perfect for Studios that don’t know where to start to have a charity event. It is an easy way to get started giving back to your community because Shape has already done all the hard work for you. They give you all the forms, flyers and instructions to promote your Pilates for Pink classes.

Pilates for Pink is held in October and supports the initiative to raise awareness and funds for the Breast Cancer Research Foundation. You set aside classes where all the money goes to the Breast Cancer Research Foundation. Breast Cancer has affected most everyone in some way and is very close to most of our hearts. For more information on participating in Pilates for Pink email P4P@shape.com.

It is not too early to begin planning an event for the fall. It will take several months to prepare yourself, the staff and the community to get support for your event. Please give us feedback regarding events that your Studio has done in the past. We would love to hear how you give back to your community.  Good luck!

The reasons to include retail in your studio are countless and varied, although many studio owners fear that incorporating retail may interfere with the running of their business. To the contrary, retail can bolster your business and give owners the financial push they need in order to take their center to the next level.

The Pilates community is a proud one, and most of your clients would love to wear fashionable gear that proclaims their love for the discipline. Adding your logo to retail pieces can serve double duty as both advertising for your studio and uniforms for instructors – and what better way to garner new clients than to show off those well-formed figures in your studios’ colors? In addition to turning a direct prophet from your retail venture, selling well-fitting Pilates wear allows instructors to more clearly see the line of the body during a session; for your clients this means a better workout and, for you, this means more satisfied clients.

The response I get from wholesale clients who have made the leap to selling retail in their studios is overwhelmingly positive; not only are they pleased with the results, but their clientele has come to enjoy the fashionable designs and functionality of the clothing. Even if you have limited space, creatively displaying even a few retail items can do wonders for any size studio. Find a line that represents your studio’s style, keeping your client base in mind, and I’m positive that you’ll will have no regrets about finding a place for retail in your business.

A “build it and they will come” approach may work in the movies, but it definitely doesn’t work for web sites. Many people don’t understand how search engines work and become frustrated when trying to find their site and aren’t able to do so. Fortunately, I’m going to give a brief overview on how search engines “find” web sites and how to make your site search engine friendly so the next time you search for it you’ll hopefully find it.

The first step in this process is to tell the search engines your web site exists so they can visit and crawl your site. Search engines crawl or spider web sites by sending out bots which are automated scripts that browse the web and make copies of web pages they come across. These copied pages are then indexed and organized by the search engine’s highly complex algorithms.

One way to try and get the search engines to crawl your site is to submit it to Google, Yahoo! or MSN site submit pages. But I recommend placing a link pointing back to your site on a web page that is already indexed in the search engines. The reason I recommend this is because submitting your web site directly to the search engines isn’t reliable, and once the search engines find your link on an indexed page they will follow it to your site, crawl it and then add it to their index. What’s that? You don’t have access to a web page that is already indexed? No problem, just go to sites like Skaffe.com or GoGuides.com and submit your site there.

Keep in mind that getting your site indexed does not necessarily mean that it will show up on a search engine’s first page of results. Indexing is only one step of many to getting your web site’s pages ranked. I’d liken the idea of getting your web site indexed to the Lotto slogan “You’ve got to be in it to win it!” meaning you’ll never get the chance of winning the jackpot (1st position on the search engine results page) unless your web pages are registered players (indexed pages). The more web pages you have indexed the greater your chances of winning a jackpot (1st position on the 1st results page).

Once the pages within your web site are indexed, the search engines analyze the content and apply their complex algorithms to them to try and figure out what the pages are about and rank them in terms of their importance/relevancy. The more relevant the content of the web page is to the search query (keywords entered into a search engine by a visitor) the better the chances of a high ranking and hopefully a position on the first page.

The second item to remember when making your site search engine friendly is to make sure that all of your site’s pages are accessible to the search engines when they come to crawl your site. Avoid javascript or dynamic navigational menus so the bots can follow the navigational links to other pages within your web site (remember, if the bots can’t find the content within your site then they won’t be able to copy it). Another great way to tell the bots about your site content is to create a site map that has links to every web page within your site. A site map is simply an architectural representation of a web site and is similar to a table of contents you’d find at the beginning of any book.

The third item to make your site search engine friendly is to have a unique title and description tag for each page of your web site. Having a unique title and description for every page of your site is one of the most important and easiest things you can do to optimize your site and increase your chances of ranking highly within the search engines. The title of your web page is displayed at the upper-left-hand side of the browser in the title bar. The description is displayed within the search engine results below each listed result and it should be as descriptive as possible. Meta tags can be found in between the <head></head> tags of the source code of your web pages.

So to wrap this up…

1. Let the search engines know the site exists
2. Make it easy for the bots to find and copy your site’s content
3. Optimize each web page within your site using a unique title and description meta tag

If you keep these three things in mind you’ll be on your way to having a web site that contains web pages that are search engine friendly.

Let’s discuss three activities you can do prior to and after your client’s sessions to keep them addicted to your workouts.

Before they enter the studio

What is your parking situation? If your client has to pay the meter, is that cost configured into the price of their class? Even if they don’t have to pay a meter, can your client find a parking space? How far do they have to walk to get to your door? Do they need to climb stairs? By putting yourself in your client’s shoes you may be able to accommodate them better. For instance, if you know that they need to make a trek from their car to your door, you may want to make sure you schedule an extra 10-15 buffer between each private training client so that you can get in a full hour if they become challenged with the parking situation. If they are chronically late, then that’s a different story. If they have to pay a meter, you could have change readily available at all times at the front desk.

Immediately prior to or after each session

How do you schedule them? Are your clients able to call and speak to someone at the studio or do they have to leave a message each time? It amazes me how simple scheduling can be when there is someone at the front desk to answer and field questions over the phone or with walk-in traffic. This front desk person can be hourly during the busy times or you may be able to recruit a volunteer who will trade you their time for Pilates sessions. Or you could encourage your clients to text or e-mail you if you have a phone that will allow for that type of quick communication.

Another thing to consider is the timing of when you ask for payment. If money owed is discussed immediately following their entrance into the studio, it may change the dynamics of your relationship and how they will then go on to interpret the work you about to give them.

Lastly, do you give your clients something to look forward to for next session? “We’ve run out of time for today but next time I’d like to go through what we did today in less time and add more work on the ladder barrel. These are two exercises we’re going to learn. Let me show you what they look like.” This is what I would say to my clients following a session to pique their interest and keep them excited about learning.

To Reward

Do you know how they like to receive encouragement?
Prior to their very first session with me, I would ask clients on their client questionnaire how they like to receive rewards. Positive reinforcement is necessary part of consistent behavior. I would reward for the following:

• Completion of a 20 and 30 package
• When a recruited friend of the client’s bought a package
• When the client found something different during the work

All three of the above are grounds for celebration and they can all be rewarded differently. When the client completed a large package, I would take a picture of them and their newly found alignment and shape. I would also give them a gift certificate to the nearby salon/spa. Both of these rewards cost the business $0. You may find that if you team up with a nearby business, they may offer your regular clients a gift certificate to get them in the door. It’s a win-win for everyone!

When the client recruited a friend, I would give my client 20% off their next package. Before I knew it, I had my clients working on bringing potential business in for me.

When the client found something different in their body in a session, I would verbally give them words of encouragement. I would take time to briefly discuss how it made them feel and then ask them to transfer that feeling into something they’ve had trouble with before. I helped share in their learning experience which is enjoyable for both of you.

You’ll find that the energy in your space where you teach will change once you start to take care of the client and treat them as you would like to be treated.

SEO is an acronym for Search Engine Optimization and SEM stands for Search Engine Marketing. In their simplest form SEO is what you do to your site and SEM is what you do outside of your site.

Search Engine Optimization is the process of increasing a web site’s rank and the amount of quality traffic sent to it via the organic search results of a search engine for specific keywords by optimizing various elements of each web page within a site. Phew! That was a mouthful. For those of you less technical and unfamiliar with some of the previously mentioned terms I’ll try and explain this concept with an analogy.

Imagine if you will, that you are a beauty pageant contestant trying to win Miss America. To win or rank well you would do everything you could to increase your chances of winning, right? So how would you increase or “optimize” your chances of winning the pageant? You might workout so your body looks great in a swimsuit. You’d probably whiten your teeth, style your hair and put on make-up. Basically, you would try to make yourself as attractive as possible to the pageant judges so that you rank well and hopefully win the contest.

Well, what if you knew what the pageant judges were looking for before the pageant started? You’d have a definite edge over your competition and be able to concentrate your efforts on those areas you know the judges are looking at, and not waste time trying to guess what it is that they want to see in order to win the pageant. Essentially, what you’d be doing is “optimizing” the areas you know the judges are looking at so you would rank well and hopefully win.

Now replace pageant contestants with the pages within your web site. And instead of you trying to win the Miss America Pageant, your web pages are trying to win keyword pageants that are being judged by search engines like Google, Yahoo and MSN. Keyword pageants? Yep, you see, each page within your web site should be “optimized” for a specific keyword phrase for it to get a high ranking within a search engine.

For example, if I had a web site about fishing and one of the web pages within this site dealt with “how to fly fish” then I would want this page to rank well (show up on the first page of search results) for this keyword phrase. I would make this web page as “attractive” as I could to the search engines to win the “how to fly fish” pageant so when someone goes to a search engine like Google, Yahoo or MSN and types in “how to fly fish” your web page about “how to fly fish” is displayed in the results.

So, generally speaking, SEO is the process of making your web pages as “attractive” as possible to the search engines by optimizing various elements of each web page. And if you have an understanding of SEO and how the search engines “judge” web pages you can properly optimize these elements to gain an advantage over your competition and hopefully win that tiara.

Search Engine Marketing is the process of researching and positioning a web site within search engines to achieve maximum exposure. A SEM campaign includes SEO, paid inclusion, pay-per-click, and other related services that will increase qualified traffic to your web site.

Yes, I know, another mouthful. Let me break SEM down for you as well. The easiest way for me to explain what SEM is about is to compare it to the way businesses traditionally market their products and services.

Marketing at its core is about exposure. Not just any old exposure, but rather targeted exposure to people with a high probability of interest in what’s being advertised. The more targeted people exposed to your advertising the better.

Traditionally businesses advertise their products/services using various mediums such as T.V., radio, print, billboards, etc.. Each form of advertising has their own pros and cons, but when used in concert they can be very effective at gaining maximum exposure for whatever product/service being offered.

If you take this idea of cross promotion using various mediums and apply it to the Web it’s called SEM. Instead of T.V., radio, and print it’s SEO, paid inclusion, and pay-per-click.

It’s important to realize the difference between SEO and SEM because search engine optimization is only one piece to the SEM puzzle. No SEM campaign is complete without the optimization of your web site and SEO should be the first step in promoting your site, but if you aren’t incorporating other SEM techniques you could be missing out on excellent sources of highly qualified traffic.

So remember, SEO alone is good, but SEM (which includes SEO) is better.