“People think the workout is going to fix their lives… The workout is the vehicle to something greater."

Why is it so difficult to build a reliable, predictable team of fitness instructors? In this episode, Laura sits down with industry veteran Shay Kostabi, co-founder of Fitcarma, to dismantle the myth that boutique fitness has an unfixable "people problem."

Shay shares her fascinating, non-linear path into fitness, rooted in a family of master artists and musicians. She opens up about the profound personal loss, her early days navigating the hyper-competitive New York City boutique boom at Flywheel and SoulCycle, and the lessons she learned from fitness icons.

Listeners will discover why workplace friction and unpredictable classes are almost always leadership and systems issues rather than employee issues. Shay explains why certifications are only designed to keep clients safe—not to teach your brand voice—and makes a compelling case for why every studio must implement rigorous, in-house training. She breaks down how to align your team under a singular vision, prevent high client churn, and remember that the workout is simply the vehicle for a much deeper human transformation. ​

"If we can’t be in a room together and move, the battle is lost."

How do you build a community so strong that students step in to care for one another? In this episode, Laura Munkholm welcomes Justin and Greg, the owners of Sol Seek Yoga, to discuss their unique path from corporate New York to West Coast wellness entrepreneurship. Justin and Greg reveal how they navigated the transition to taking over a studio just one year before the global pandemic, and why they believe focusing on a shared experience is more important than chasing a specific target demographic.

The conversation explores how they are intentionally combating the loneliness epidemic through radical kindness and unconventional programming. By hosting everything from community improv nights to strength training for an older population, they have created a culture where everyone from 20-somethings to 80-year-old hikers feels seen. Tune in to hear about the transition from McKinsey to the mat, the power of organic referrals, and how to walk the line as a business owner in polarizing times.

"It’s actually easier in a lot of ways to sell ten $3,000 tickets than it is to sell 200 memberships every month."

Whether you’re a veteran studio owner or a wellness leader dreaming of your first international getaway, this episode serves as your ultimate roadmap to the $400 billion retreat industry. Join Laura Munkholm as she sits down with Jen Russell, owner of Seattle’s Flight Room and a mastermind in the wellness space, to pull back the curtain on the “messy middle" of retreat planning.

Jen shares her unconventional journey from impulse-buying an aerial yoga studio to scaling a global retreat business, offering candid advice on how to avoid $5,000 mistakes and build high-profit experiences without burnout. From navigating the shifting travel habits of Gen Z to mastering the build the plane while flying it mentality, this conversation is packed with the logistical and mindset shifts needed to turn a passion for travel into a sustainable revenue stream.

"Take up space. That’s one of my favorite phrases to say: get bigger and take up space."

In a world dominated by digital filters and survival-mode social media, what does it actually take to create a lasting human experience? In this episode, Laura Munkholm sits down with industry "shining light" and brand consultant Zack to discuss his 60+ city tour of boutique fitness studios. Zack pulls back the curtain on the "tremendous disconnect" between studio owners and their teams, the pitfalls of hiring your best friends, and why your gut feeling in the first 15 seconds of entering a space is usually right. Whether you're a studio owner struggling to pay rent or an instructor feeling unheard, Zack’s "tough love" approach offers a roadmap for reconnecting with your why and learning to truly take up space.

How do you compete with the big guys when you’re running a local boutique studio? According to Zach Mills, founder of ONBRND, it’s not about outspending the giants; it’s about out-thinking them. In this episode, Zach joins Laura Munkholm to share his journey from collegiate athlete to marketing lead at Xponential Fitness—where he oversaw brands like YogaSix and AKT—to eventually launching his own successful agency.

Zach reveals why the digital landscape is more crowded than ever and why Meta has become an ever-evolving door that requires constant optimization. He dives deep into the necessity of a solid foundation, explaining why you shouldn’t spend a dime on ads until your CRM and lead-nurturing infrastructure are leak-proof. He also discusses the power of consistency, the shift from complex targeting to high-performing creative hooks, and how AI tools like ChatGPT act as amplifiers rather than replacements for human strategy. Finally, he shares the inspiring success story of Natural Pilates and how they scaled from 4 to 12 locations by prioritizing the backbone of their business.

“We don't just need hot Pilates; we need a community-based brand... that human interaction piece is the backbone."

What happens when you say yes to an opportunity you feel totally unqualified for? For Kenzie Wesp, it meant becoming a business owner before she even graduated college. In this episode, Laura Munkholm sits down with the powerhouse behind Nashville’s Trueform and Format studios to discuss how she scaled her business through a people-first lens.

Kenzie shares her unique journey, from a career-ending dance injury to owning multiple boutique fitness brands, and reveals her secret sauce for leadership: calling people higher while staying humble enough to sub a 6:00 AM class yourself. Whether you’re a studio owner or an aspiring entrepreneur, Kenzie’s "peanut butter and jelly" philosophy on risk will change the way you look at your next big leap.

"When the leader of the business is clear about exactly who they are delivering to... they’re able to forge their own path instead of trying to blend in." The Pilates boom is here. Is your studio protected? The boutique fitness landscape has shifted. With Pilates-based concepts now accounting for a staggering 40% of all new studio openings, the "business as usual" approach is no longer enough to survive. In this episode, Laura Munkholm talks with Wall Street-trader-turned-business-coach Seran Glanfield about the 2026 Pilates gold rush. Seran reveals the high-level strategies top-tier studios use to fend off $30-a-month "big box" competitors and why radical brand clarity is your only real defense. If you’re ready to stop selling features and start building a high-retention empire, this is your strategic blueprint.

Is boutique fitness becoming too transactional? In this episode, we sit down with Erin, founder of La Forme, who walked away from a 21-year corporate career to redefine what it means to show up for a workout. We dive into how she transitioned her high-level operations background into a human-centric studio model that prioritizes community over calculations—and how offering a solid sweat session is no longer enough. Discover why "putting your adult life in a cubby" is the ultimate luxury, how to empower your staff with a surprise and delight budget, and why the future of fitness lies in becoming a true "third space" for your members.