Lesley Logan and Brad Crowell recap the conversation with Julian Barnes, co-founder and CEO of the BFS Network and a leading voice on boutique fitness market data. They unpack what his numbers-first view of the Pilates business reveals about pricing, client commitment, and the confidence it takes to run a profitable studio. With twenty plus years guiding studio founders, Julian brings hard data to the soft topics most owners avoid.

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In this episode you will learn about:

What it really means to sell the transformation not the process.
How to help clients see the cost as an investment.
Where courage and conviction change who becomes your client.
Signs the Pilates bubble is bursting and what survives it.
Stepping into your authority so clients commit and get results.

Episode References/Links:

OPC Membership - opc.me/beit
eLevate Waitlist - xxll.co/waiitlist
eLevate Replays - lesleylogan.co/elevate
OPC Summer Tour (Powered by Balanced Body) - https://opc.me.tour
OPC Flashcards - https://opc.me/flashcards
OPC Pilates Posters - https://opc.me/posters
Ep. 697 ft. Adrian Starks - https://beitpod.com/ep697
Ep. 698 Adrian Stark Recap - https://beitpod.com/ep698
Ep. 53 ft. Launa Jae - https://beitpod.com/ep53
If I Die by Christopher S Lombardi - https://a.co/d/0eorMLTN
Free Will - https://www.freewill.com
BIPOC Resources - https://mhanational.org/bipoc-mental-health
Submit your wins or questions - https://beitpod.com/questions

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Resources:

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Be It Till You See It Podcast https://lesleylogan.co/podcast/
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Profitable Pilates https://profitablepilates.com/about/

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Episode Transcript:

Lesley Logan 0:00

You have to understand that if people are making decisions based on cost, they will always do that. You have to bring it back to the investment of the transformation they want to have, and how badly do they want to have that.

Lesley Logan 0:13

Welcome to the Be It Till You See It podcast where we talk about taking messy action, knowing that perfect is boring. I'm Lesley Logan, Pilates instructor and fitness business coach. I've trained thousands of people around the world and the number one thing I see stopping people from achieving anything is self-doubt. My friends, action brings clarity and it's the antidote to fear. Each week, my guest will bring bold, executable, intrinsic and targeted steps that you can use to put yourself first and Be It Till You See It. It's a practice, not a perfect. Let's get started.

Lesley Logan 0:55

Welcome back to the Be It Till You See It interview recap on my coast in life. Brad and I are going to dig into the enlightening convo I had with Julian Barnes in our last episode. If you haven't yet listened to that interview, this will make a lot of no sense, because it was a different type of interview. It wasn't really an interview of what Julian does, it wasn't really a Be It Till You See It, it was very much a "let's talk about the Pilates industry."

Brad Crowell 1:17

Yeah, it was an industry debrief.

Lesley Logan 1:18

An industry debrief, and so.

Brad Crowell 1:20

It was kind of cool, actually.

Lesley Logan 1:22

Yeah, and I also, coming off of the recap of Adrian Starks, it made me even more aware of our purpose when it comes to Pilates business coaching. Because I don't know if Julian asked me this when we were on camera or off, but he was like, "You like helping these small studios?" And I was like, "Because that's what accessibility is." There's got to be different types of Pilates studios, because people need different things, and everyone shouldn't be in a 14-person class.

Brad Crowell 1:48

Yeah.

Lesley Logan 1:49

So, anyways, it's a really... if you are a Pilates instructor, or you have one, then they need to listen to both these episodes. After you listen to the amazing announcement of today, the holiday and the charity, and the other things, if you want to go off to an FYF or something else, I won't be offended. If you like the sound of this voice and you want to keep supporting it, and Brad, just the voice.

Brad Crowell 2:12

Just the voice.

Lesley Logan 2:13

You should be an OPC member. OPC is not for people who are obsessed with Pilates, I mean, it is, but it's really for people who just want easy access to real Pilates, and then a safe place to be imperfect, and to be themselves, and to be supported, and to be like, "It's okay if you missed a week, you're welcome back. We're all here for you." And if so, "Oh, you recover from injury. Oh, I had that one. Here are these things." It's where you get comm...