Pilates Business Podcast

Episode: "Want to Stand Out in a Saturated Market? Start Here"

Host: Seran Glanfield
Air Date: August 18, 2025

Episode Overview

This episode focuses on the power of sharing your studio’s story to stand out in a crowded boutique fitness market. Host and business strategist Seran Glanfield encourages studio owners to shift from purely transactional marketing to authentic storytelling—helping listeners build lasting client connections and differentiate their brands. The discussion covers why stories matter, actionable ways to incorporate storytelling into marketing, the business impact of real connection, and guidance on discovering and sharing your unique studio story.

Key Discussion Points & Insights

The “Samness” Problem in Fitness Marketing

• Transactional Marketing Fatigue:
  Most studios rely heavily on repetitive calls to action—like “join now,” “book a class,” or “buy our intro offer.” While useful, these posts contribute to a "sea of sameness" and don’t give people a reason to care.

  “You end up kind of in this sort of sea of sameness where there's a lot of the same type of content out there and you're not really giving people a reason to care…” (07:30)

• The Need for Connection:
  Seran reminds listeners that clients are seeking more than classes—they're looking for experiences, belonging, and transformation.

Why Storytelling Beats Discounts

Timestamps: 05:00–09:30

• People Remember Stories, Not Facts:

  “People are not coming to you to buy one Pilates class. They are looking for more than that. They're looking for an experience. They're looking for a place that they belong… And they want to buy into that being the why behind you doing what you do.” (05:58)

• Unique Value Propositions:
  Your studio’s origin, purpose, and the lives you’ve touched are powerful differentiators that no competitor can copy.

What Makes a Story Compelling in Marketing

Timestamps: 09:30–16:30

• You Don’t Need a “Hollywood” Story:
  Stories don’t need to be dramatic. Intention and authenticity matter more than theatrics.

• Be Real, Not Perfect:

  “People don’t want to buy perfect, right? …They want to buy from real people with real passion and real drive and really deep purpose, truly.” (13:12)

• Your Journey Is Your Brand:
  How you went from a student to an instructor to an owner defines your business—and will resonate with others seeking that same transformation.

Three Storytelling Angles for Studio Owners

Timestamps: 17:00–27:10

1. How You Got Started

Share the story behind your journey into Pilates and studio ownership.

• Prompt Example:
  “I didn’t open this studio because I love business. I opened it because I know what it’s like to feel lost in your body and how powerful it is to finally feel at home in it.” (19:48)

• Connects emotion to your mission, making your business relatable and memorable.

2. Your Clients’ Stories

Showcase real testimonials and transformation stories.

• Don’t just rely on before-and-after photos; dive into how clients’ lives changed, and what they felt or achieved through your studio.

• Key Point:
  “Your ideal, most amazing client will see themselves in those stories. So it creates a sense of possibility.” (24:22)

3. Behind the Scenes

Let people into the everyday life of your studio—what happens when clients aren’t there, how classes are developed, or the routines of opening and closing.

• Builds trust and relatability.

• “Showing that behind the scenes kind of lets people in… and this is what truly builds that loyalty.” (26:03)

Storytelling as a Business Asset

Timestamps: 29:00–32:00

• Long-Term Brand Building:
  Sharing your story regularly isn’t just a “feel good” activity; it builds brand equity and becomes a marketing asset.

• “That story that you share actually becomes a marketing asset.” (30:50)

• Warning on Authenticity:
  Always keep your stories honest, genuine, and reflective of your real experience.

• Irreplicable Value:
  “People can copy your pricing, people can copy your Instagram look … but guess what? They can’t copy … your story.” (34:12)

If You’re Stuck: How to Start Sharing Your Story

Timestamps: 34:50–39:30

• Overcoming Reluctance:
  It’s normal to feel unsure about how much to share or where to begin.

• “Some folks tend to write and share pages and pages… and then others barely open the door… So it’s totally fair. Everyone has a different kind of level of comfort…” (35:15)

• Guidance & Support:
  Seran offers exercises and frameworks in her “Thrive” program, helping studio owners clarify and share their unique stories.

• Confidence Grows with Practice:

  “The confidence doesn’t come first. It always comes last… After you have that guidance and when you have the message that you know is the right message to share, then you’ll have the confidence to be seen.” (37:20)

Notable Quotes & Memorable Moments

• On the Limits of Promotional Marketing:
  “That story is more powerful than any discount or any promotion that you will ever run.” (04:34)

• On Connecting Through Emotion:
  “Emotion does actually try many, many, many or much of the buying decisions.” (19:23)

• On Why Clients Stay:
  “Clients don’t buy perfect. They want to buy from real people with real passion and real drive and really deep purpose, truly.” (13:12)

• On What Makes You Unforgettable:
  “When we see people’s stories, right, people share behind the scenes of what’s happening in their world: it’s different. It makes you unforgettable.” (38:10)

Actionable Takeaways

• Balance Your Content Mix:
  Add narrative-driven posts (your story, client journeys, behind-the-scenes peeks) alongside calls to action and promo.

• Start with What Feels Most Natural:
  Whether it’s your personal “why,” a favorite client success, or a snapshot of your daily routine, begin where you’re most comfortable.

• Authenticity Is Key:
  Only share true stories to foster real connection and trust.

• Make Storytelling Routine:
  Consistent, intentional storytelling is a strategic asset for long-term business growth.

Most Important Segments (with Timestamps)

• [05:00] — Why stories matter more than promotions
• [13:12] — Clients crave realness, not perfection
• [17:00–27:10] — Three practical storytelling angles studio owners can use today
• [34:12] — Your story is the only thing competitors can’t copy
• [38:10] — Storytelling as a “secret weapon” for loyalty and referrals

Episode Tone

Supportive, practical, and encouraging. Seran speaks directly to busy studio owners, balancing gentle nudges with direct business advice and actionable steps. She demystifies storytelling, making it accessible and powerful for non-writers.

In Seran’s Words

• “Your story is not too small and it’s definitely not not interesting enough. It’s exactly what someone out there needs to hear…” (41:30)
• “There is no one way to do what you do, only your way.” (close, 43:55)

For more resources and to join the next round of her “Thrive” marketing intensive, Seran directs listeners to spring3.com/thrive.