Podcast Summary

Podcast: Pilates Business Podcast
Host: Seran Glanfield
Episode: Why Random Marketing Won’t Grow Your Pilates Studio (and What to Do Instead)
Date: October 20, 2025

Episode Overview

In this episode, Seran Glanfield unpacks why relying on “random acts of marketing” is holding many Pilates and boutique studio owners back from real growth. She explains the consequences of a scattered marketing approach and shares how to build a consistent, strategic marketing system that can run almost on autopilot—helping studio owners attract new clients, deepen relationships with existing clients, and ultimately reclaim their time and peace of mind.

Key Discussion Points and Insights

1. The Trap of Random Marketing

• Seran describes the common problem: many studio owners engage in “random acts of marketing,” such as sporadic social posts or rushed email blasts when business is slow.
• “So many business owners are relying on...what I call random acts of marketing. Those very well intentioned but mostly one off efforts that take time and energy but maybe don’t produce the results that you really want.” (05:10)
• This approach is described as reactive, exhausting, and ineffective—leaving studio owners feeling they’re working hard on marketing without seeing results.

2. Why Consistency Matters

• Inconsistency doesn’t just make your job harder; it undermines trust and engagement with your clients.
• Analogy: She compares inconsistent marketing to a studio that changes its class schedule every week—disorienting for clients, making it hard for them to form habits or routines.
  • “Imagine you walked into a studio that changed its class schedule every single week, right. It would be really hard to build a routine around going there about knowing what to expect from them, right?” (10:26)
• Seran emphasizes that marketing should be an ongoing relationship-building process, not a series of checklists or tasks.
  • “We want to think of marketing as an assist, not as an event.” (14:42)

3. The Three Pillars of a Studio Marketing System

Seran breaks down an effective marketing strategy into three consistent rhythms:

1. Attract New Clients (Lead Generation):

   • Focus on methods for consistently bringing new people into the studio, not just ramping up efforts when things are slow.
   • “First, we need to have strategies and tactics in place on a very consistent basis to get new clients in.” (19:46)

2. Nurture Current Clients:

   • Use every available touchpoint to deepen relationships with your existing community.
   • “We want to utilize all of those different touch points to make sure that our relationship with our clients is as robust and as strong as possible.” (21:43)

3. Convert and Retain Clients:

   • Guide clients step-by-step from their first interaction through to loyal, long-term membership.
   • “It is that step by step path to taking people from just looking to...becoming a very loyal long term member.” (23:12)

• The key is rhythm and compounding: Every action should build on previous ones so that results accumulate over time, making marketing feel easier and more effective.
  • “When you connect these pieces together...that’s when we start to see your marketing kind of efforts start to work even when you are not actively doing it.” (25:40)

4. What “Marketing on Autopilot” Really Means

• Seran clarifies misconceptions about automation:
  • “It does not mean that you never show up.” (27:44)
  • Owners still need to oversee the system, fine-tune automated messaging, and ensure alignment with their brand and goals.
• Examples of marketing systems on autopilot:
  • Automated email sequences and referral programs
  • Quarterly or annual marketing plan templates
• “The beauty of a system like this truly is you are no longer guessing. You know exactly what is happening in your marketing...and you can also measure its impact.” (32:18)

5. The Big Shift: System vs. Chaos

• The focus moves from reactive, chaotic marketing to intentional, strategic activity.
• Notable quote:
  • “The shift is simple, but it’s really powerful. Instead of treating marketing like a set of one-off tasks, see it as a structured system that is designed to build relationships over time.” (37:59)

Notable Quotes & Memorable Moments

• On Random Acts of Marketing:
  “It’s like watering your plants only when you remember. And I am 100% guilty of that. Right. And in that case, they stay alive. But they do look a little bit tired.” (08:30)

• On the Role of Systems:
  “You’ve built systems to help you handle the quantity of activities that your business needs you to oversee and needs to happen in your business.” (29:36)

• On the CEO Mindset:
  “You finally then can step into that role of CEO, right? And not just be an instructor in your business that is sort of working alongside other teachers, other instructors in your business in the weeds.” (42:06)

Timestamps for Important Segments

• 05:10 — “Random acts of marketing” explained
• 10:26 — Consistency compared to static class schedules
• 14:42 — Marketing as an ongoing relationship, not an event
• 19:46 — Three consistent rhythms: Attract, nurture, convert
• 25:40 — Compounding effect of connecting marketing efforts
• 27:44 — What “autopilot” marketing really means
• 32:18 — Power of metrics and clarity with a marketing plan
• 37:59 — The fundamental mindset shift to a systems approach
• 42:06 — Stepping into the CEO role and reclaiming your time

Takeaways & Action Steps

• If your marketing feels chaotic, you aren't failing—you're missing a system.
• To grow sustainably, shift from one-off marketing tasks to building a system that consistently attracts, nurtures, and retains clients.
• Use automation and planning not as a substitute for engagement, but as tools that give you predictability, freedom, and the ability to focus on leadership and vision.
• “All you need are a few key strategies, the right mindset, and some support along the way.” (04:03)

Final Words from Seran:
“It’s totally possible. All right, you guys, thank you so much for tuning in this week. I’m so excited to share this episode with you...And before you go, one last reminder. There is no one way to do what you do, only your way. So whatever it is that you want to do, create or offer, you’ve got this.” (47:10)