Why Most Yoga Studios Stay Stuck at 1–9% Profit (And What the Data Says to Do Instead) with Julian Barnes

Send Jackie A Message!

In this episode of the Studio CEO Podcast, Jackie Murphy sits down with Julian Barnes, CEO of BFS Network, to unpack real data on studio profitability. Drawing from the most comprehensive State of the Industry report to date, this conversation reveals why most yoga studios remain stuck at 1–9% profit — while Pilates studios are far more likely to exceed 20%.

You’ll learn the structural differences that drive profitability, why pricing isn’t the real issue, how two new members per month can dramatically increase profit, and what systems actually matter for sustainable growth. This episode is essential listening for yoga and Pilates studio owners who want clarity, benchmarks, and a realistic path forward without burnout.

Timestamps

• [00:00] Welcome + guest introduction
  
  
• [07:00] Industry data overview
  
  
• [13:00] Profitability benchmarks explained
  
  
• [18:30] Yoga vs Pilates profitability
  
  
• [24:00] Pricing myths
  
  
• [30:50] Two-member profit math
  
  
• [38:00] Business model differences
  
  
• [47:00] Intro offers + FER framework
  
  
• [55:00] How to assess your studio
  
  

Key Takeaways

✔ Most studios aren’t profitable — and that’s not personal
✔ Pilates studios benefit from built-in scarcity
✔ Profit comes from systems, not hustle
✔ Pricing reflects positioning
✔ Two new members per month can change everything

Quotes

• “This isn’t a hobby. It’s a business.”
  
  
• “Your town isn’t the problem.”
  
  
• “The offer isn’t broken — the process is.”
  
  
  

Resources Mentioned

• BFS Assessment
  
  
• BFS Pilates Report
  
  
• Studio CEO Program
  
  
• Grow Mastermind
  
  
  

FAQ

Why are Pilates studios more profitable than yoga studios?
Because of lower rent, smaller teams, and built-in scarcity.

What is a healthy profit margin for a studio?
10–20% after paying the owner is considered strong.

Do intro offers matter?
The process behind them matters more than the offer itself.

yoga business, Pilates studio, studio profitability, boutique fitness, studio CEO, pricing strategy, fitness business data

Links:

BFS Pilates Report: https://report.bfsnetwork.com/2024-pilates-report

Work with Jackie Murphy

• Say Hi on Instagram @studioceoofficial
• 3 Marketing Mistakes Yoga & Pilates Business Owners Make:
  https://www.jackiegmurphy.com/3-marketing-mistakes
• Join The Studio CEO Program: https://www.jackiegmurphy.com/studioceo