Pilates Business Podcast

Episode: How to Fill Classes Without Discounts: A Smarter Sales Strategy for Boutique Fitness Studios
Host: Seran Glanfield
Date: January 5, 2026

Overview:

In this episode, business strategist Seran Glanfield tackles one of the most persistent challenges for boutique fitness studio owners: the overreliance on discounts to boost class attendance and revenue. Seran argues that relying on discounts is a short-term fix that can mask deeper problems in lead generation, conversion, and retention—and potentially attract the wrong type of client. Instead, she offers a thoughtful exploration of how building a purposeful sales process can drive sustainable growth, attract committed clients, and lead to a more predictable, profitable business.

Key Discussion Points & Insights

The Discount Dilemma

• Temptation of Quick Fixes: Studio owners often feel compelled to discount when facing slow periods or competition (02:00).
• Misconception: There’s a common belief that dropping prices will automatically motivate people to buy. Seran stresses, “A discount will never fix a marketing problem, ever. It doesn’t fix a lead conversion problem, it doesn’t fix a retention problem and it definitely doesn’t fix a sales problem.” (04:15)
• Discounts Attract the Wrong Clients: Deep discounts tend to attract bargain hunters, not those interested in a long-term commitment or high-value experience (06:10).

Discounts vs. Strong Sales Strategy

• Short-Term vs. Long-Term: While discounts can give a temporary boost, they often mask deeper issues. Reliance on them is unsustainable over time (08:55).
• Root of the Problem: “Discounts mask a deeper problem often.” (10:40)
• The Right Approach: Instead of making your service cheaper, focus on making your value clearer and making it easier for potential clients to say ‘yes’ (12:20).

Understanding and Designing Your Sales Process

• Every Studio Has a Sales Process: Whether intentionally designed or accidental, every touchpoint (website, emails, staff interactions) contributes (15:00).
• Consequences of Poor Design: Unclear or inconsistent sales processes create uncertainty for clients. “Uncertainty breeds hesitation and hesitation…probably leads to zero decisions.” (17:25)
• Key Shift: Sales is not about convincing, it’s about guiding and supporting prospects to confidently decide if your studio is the right fit (18:50).

When Does the Sales Process Begin?

• Common Mistake: Owners often believe the process starts when someone walks in, but “by that point, 80% of the decision has already been made.” (20:45)
• Holistic, Preemptive Approach: Messaging, on-boarding, and other early touchpoints should be intentionally guiding prospects toward commitment, not just relying on one high-pressure moment (21:45).

The Cost of Perpetual Discounting

• Profitability Erosion: Frequent discounts erode profitability and can train clients to expect deals (25:35).
• Devaluing Your Brand: Owners often default to discounts to avoid feeling “salesy,” but this unintentionally devalues their studio and limits future profit (27:05).
• Empowering Your Business: “You unintentionally devalue your studio and you train your clients to wait for deals and you limit your profit potential, often before your clients have even walked in through the door.” (28:03)

A Magnetic, Not Chasing, Energy

• From Chasing to Attracting: Strong sales processes create “magnetic attraction” rather than a “chasing energy.” This shift leads to more predictable, profitable, and calm businesses (32:30).
• Leadership Mindset: Owners move from a desperate search for new clients to a leadership role guiding people into the business (34:00).

Building a Cohesive, High-Converting Experience

• All elements—branding, messaging, intro offers, staff interactions, and overall client experience—should be aligned to naturally lead clients from curiosity to commitment (33:45).

Notable Quotes & Memorable Moments

• On Discounting as a Solution:
  “A discount will never fix a marketing problem, ever. It doesn’t fix a lead conversion problem, it doesn’t fix a retention problem and it definitely doesn’t fix a sales problem.” (Seran Glanfield, 04:15)

• On the True Function of a Sales Process:
  “Sales is not about convincing. Sales is about guiding. It’s about supporting. It’s about opening up the opportunity for what could be coming next.” (Seran Glanfield, 18:50)

• On Impact of Poor Process Design:
  “Uncertainty breeds hesitation, and hesitation and uncertainty probably leads to zero decisions.” (Seran Glanfield, 17:25)

• On Energy Shift When Marketing is Aligned:
  “Discounts create this sort of chasing energy, right? Whereas a sales process and a strong marketing strategy is like a magnetic attraction instead.” (Seran Glanfield, 32:30)

• On Profit Erosion:
  “Far too often we give away a lot in these discounted promotions… we’re giving away a lot of our own profit that could be coming back into your back pocket.” (Seran Glanfield, 24:20)

• Closing Encouragement:
  “Your studio does not need to be cheaper. Just make the process a little bit clearer.” (Seran Glanfield, 36:10)

Timestamps for Important Segments

• Discount Temptation & Trap: 02:00 – 07:00
• Why Discounts Fail as Strategy: 07:00 – 11:00
• Sales Process — What It Is & Why It Matters: 12:00 – 19:00
• When the Sales Process Begins: 20:45 – 22:30
• Negative Impact of Discounting: 25:00 – 29:30
• Building a Magnetic Sales Path: 32:00 – 35:00
• Recap & Closing Inspiration: 36:00 – 37:00

Conclusion

Seran Glanfield’s central message is that long-term business success for boutique fitness studios comes not from repeated discounting, but from building a clear, intentional sales process. This process should seamlessly guide potential clients from first interest to lasting commitment—without sacrificing profitability or brand value. “Just make the process a little bit clearer,” Seran urges, “not cheaper.”