In this episode, we’re joined by James Muthana from Momence to take a clear, honest look at what is really driving growth for Reformer Pilates studios today – and what might simply be industry noise. While marketing funnels are often talked about, James unpacks the real mechanics behind sustainable studio growth, drawing on live data from thousands of studios worldwide.

A key theme of the conversation is the true cost of acquiring new clients versus the long-term value of retention. James shares why many studio owners underestimate acquisition costs, and how reframing marketing investment around lifetime value can unlock far stronger returns.

We explore the industry-wide shift from class packs to memberships, with practical insight into which marketing strategies genuinely accelerate this transition – and which consistently fail to convert. Alongside this, James addresses the growing issue of studio burnout and overmarketing, where constant promotions mask deeper issues around experience, pricing, and scheduling.

Scheduling itself is another major focus. With demand often spiking unpredictably, James explains what actually helps studios build consistent, balanced timetables rather than riding constant peaks and troughs.

The discussion also highlights where many studios are flying blind on data. James reveals the core metrics that should be reviewed weekly, but often aren’t, and why these blind spots quietly limit growth.

We take a pragmatic look at AI and automation, separating hype from what is genuinely useful for busy studio owners today. James also explains how studios can implement smart automation without losing the personal connection that clients value.

The conversation moves into the risks of over-reliance on social media, the real reasons clients disengage, and whether intro offers are still effective or becoming outdated. From there, we explore the growing importance of brand identity in a market where many studios look increasingly similar.

Community marketing also makes a return in the discussion, with James sharing why local partnerships, events, and real-world engagement are once again proving powerful for revenue growth.

Finally, we touch on tech stack fatigue, how studios can simplify their systems, and what James believes will define the studios that truly thrive over the next three years. The episode closes, as always, with a human moment, as James shares what’s brought him unbridled joy this past week.

This is a must-listen for any studio owner who wants a sharper, more data-led understanding of growth in today’s Reformer Pilates market.

In this episode, we sit down with Torah and Ayo, the founders of Refine Pilates to explore how they built one of the most forward-thinking studios in the sector. The conversation opens with the story of what prompted the shift from stable employment to entrepreneurship, and how their academic and teaching backgrounds quietly shaped the way they structured their studio, their culture, and their approach to client experience.

The discussion moves into the realities of raising capital. They reflect on the early funding challenges many founders will recognise – from managing financial risk to deciding when to lean into growth. Their advice is pragmatic, honest, and grounded in lived experience.

We also explore how Refine Pilates has diversified revenue beyond classes. From workshops to corporate programmes and new product lines, they share which ideas gained unexpected traction and how they evaluate whether a new stream is commercially viable or simply a distraction.

A standout part of the episode looks at their growing work with the corporate sector. They explain how they’ve positioned Pilates as a genuine workplace wellness solution – supporting wellbeing, stress management, and productivity – and why they believe demand here is only just beginning.

Finally, they offer thoughtful insight into working as a couple in business – the routines that keep things balanced, the boundaries that protect their relationship, and their advice for other couples considering the same path.

This episode is full of practical takeaways, honest reflections, and a refreshing look at what it really takes to build and scale a modern Pilates business.

In this inspiring episode, we sit down with Shiniqua and Georgia, the powerhouse Gen Z founders behind Outskulpted and Reform by OS. With a bold creative voice and a fierce commitment to authenticity, they’ve built one of Leeds’ most exciting movement brands, rooted in culture, community, and a clear sense of identity.

We dive into what it really means to start young and build something meaningful from the ground up. Shiniqua and Georgia share candid reflections on the leap into entrepreneurship, early misconceptions, and the lessons that shaped their thinking as leaders. They speak openly about how being Gen Z isn't just an age bracket, it’s a mindset: values led, culturally attuned, and unafraid to take risks in pursuit of a vision.

The conversation explores how Outskulpted became more than a studio, it became a movement, anchored in the city they love. We unpack the importance of building a brand that doesn’t just look good, but feels real, from the visual language to the emotions a visitor experiences the moment they step inside.

We also explore how they distinguish themselves in an increasingly crowded wellness landscape, staying ahead through creative expression, strong brand identity, and an unwavering commitment to experience design.

Finally, we go deeper into friendship, partnership, and personal growth, discussing how they balance being friends and co-founders, how they invest in themselves as leaders, and where they see Outskulpted heading next.

A must-listen for young founders, brand-led entrepreneurs, fitness innovators, or anyone fascinated by the future of movement culture.