Send Jackie A Message!

You're getting new students in the door. Maybe you're even running ads to do it. But a few months later, they're gone—and you're right back to square one.

Your students aren't leaving because your classes are bad. They're leaving because nothing is pulling them back in. Their progress is invisible. And their brain—wired to focus on the gap between where they are and where they want to go—has no reason to keep showing up.

In this episode, Jackie Murphy breaks down why the "sign the wall at 100 classes" approach isn't cutting it anymore, and exactly how to build a gamified retention system for your yoga or Pilates studio. You'll learn how to make progress visible, recognize effort continuously, and always give your members a next level to work toward.

Episode Outline:

[01:30] Why retention matters more than acquisition
[03:00] The real reason members leave
[04:45] The gap vs. the gain: why clients can't see their own progress
[06:00] Where the "sign the wall" approach falls short
[09:00] What gamification actually looks like in a studio
[18:30] How to measure the impact of your new system

Key Takeaways:

✔️ A healthy retention rate is ~90% over six months. If your churn is above 10%, fix your retention system before spending more on ads.
✔️ Members don't leave because your classes are bad. They leave because their progress is invisible and their effort goes unrecognized.
✔️ Gamification isn't gimmicky—it's a strategic system where progress is visible, effort is recognized, and there's always a next milestone ahead.

Quotes:

"Signing the wall is a finish line, not a step in a journey."

"Your students aren't leaving because your classes aren't good. They're leaving because their progress isn't being tracked and the effort feels unrecognized."

"When there's no scoreboard, no tracking, no 'you're so close'—there's no reason for them to stay."

FAQ Section:

What is a healthy member retention rate for a yoga or Pilates studio? Around 90% within six months—meaning churn stays at or below 10%. If you're consistently above that, a retention system is your first priority, not more leads.

Why do yoga and Pilates studio members cancel? Most members don't leave because of class quality. They leave because their progress isn't visible and their effort goes unrecognized. When clients don't feel like they're getting anywhere, they drift—even if they actually are making progress.

What is a gamified retention system for fitness studios? It's a strategic structure where members earn points, level up through tiered titles, and unlock rewards at class milestones. It makes progress visible, recognizes effort continuously, and always gives members a clear next goal.

How do I implement milestones in my fitness studio without expensive software? Most studio management software already tracks attendance. Set up automated email triggers at key milestones, create tiered titles, and use physical rewards like branded swag. No new technology required—just intentional setup.

What rewards actually keep studio members engaged? The most effective combination: exclusive content, progressive retail discounts, and physical swag like hoodies, grippy socks, or special

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

Send Jackie A Message!

In this episode, Jackie Murphy breaks down the most important concept in business growth: the shift from teacher or employee mindset to Studio CEO identity.

If you’ve ever felt scared to sell, hesitant to market your studio, or unsure about investing in your growth, this conversation will challenge how you think about leadership in your business.

Jackie explains why resistance is actually a sign that you’re growing, why waiting to feel “ready” keeps you stuck, and why your thoughts and emotions—not your strategies—determine your results.

✔️ The difference between teacher mindset vs. Studio CEO mindset
✔️ The real reason studio owners struggle with selling
✔️ The leadership shift that changes how you show up in sales and marketing
✔️ Why successful studio owners stay committed even when results fluctuate

[01:30] The real reason studio owners get stuck when trying to grow
[06:45] The difference between the employee mindset and the CEO mindset
[12:30] Why selling feels uncomfortable—and how to fix it
[15:45] The biggest mistake studio owners make when marketing
[20:30] Why waiting for results before committing will keep you stuck
[23:40] Leadership during revenue fluctuations
[29:30] What actually transforms inside the Studio CEO program

✔️ Your identity determines your results. Strategy alone will not grow your studio.

✔️ Resistance is a sign of growth. Fear, doubt, and uncertainty mean you’re stepping into something new.

✔️ Selling is leadership. When you believe in your offer, inviting people into it becomes a privilege—not pressure.

✔️ Your energy matters more than your words in sales. People can feel hesitation and uncertainty.

“Your actions aren’t what create your results—your thoughts, emotions, and identity do.”
“Selling isn’t about convincing people. It’s about inviting them into a transformation.”
“Leadership means showing up even when the results aren’t there yet.”

FAQ

Why do yoga studio owners struggle with selling?

Many studio owners associate selling with being pushy or manipulative. In reality, effective selling is simply inviting people into a transformation that can help them.

How do I get more members in my yoga studio?

Growing your membership requires consistent marketing, confident selling, and strong leadership. Studio owners who show up daily to promote their offers and invite people into their community see the most growth.

How often should studio owners sell their offers?

Studio owners should be inviting people into their offers consistently—often daily—through marketing, social media, email, and in-person conversations.

What is the Studio CEO program?

The Studio CEO Program is Jackie Murphy’s coaching program designed to help yoga and Pilates studio owners grow their revenue, improve marketing, and step into leadership.

How do I know if I’m thinking like an employee instead of a CEO?

If you wait for results before committing, avoid selling because it feels

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

Send Jackie A Message!

In this episode, Jackie Murphy breaks down why 40% of your studio's revenue should be coming from your email list, why most studio owners are dramatically underusing this channel, and the exact identity shift required to go from "I don't want to bother people" to becoming a CEO who uses email to lead and generate revenue. You'll learn why announcing a workshop is not the same as selling it, how to build an email cadence that actually converts, and why staying quiet isn't humility—it's a disservice to the students who need you most.

If your email list feels like an afterthought right now, this is your wake-up call.

Timestamped Outline

[00:00] The 40% revenue benchmark from email
[02:10] How much money you’re leaving on the table
[03:15] The “I don’t want to bother people” mindset trap
[04:40] Why monthly newsletters don’t generate sales
[06:00] Announcing vs. selling (and why they’re not the same)
[07:30] The CEO identity shift studio owners must make
[09:55] How many emails it actually takes to fill a workshop
[11:30] Email marketing as a skill you must practice
[14:00] Jackie’s free masterclass invitation

Key Takeaways

✔️ 40% of your studio’s revenue should come from email marketing
✔️ Sending one monthly newsletter is not a marketing strategy
✔️ Announcing an offer is not the same as selling it
✔️ Emailing multiple times is service — not spam
✔️ CEOs lead people to action (teachers just share information)
✔️ Selling through email is a skill you build, not something you “just know”
✔️ If you’re emailing less than 3 times per week, you’re underutilizing your list

Pull Quotes

"Announcing isn't selling. CEOs lead people to action—they follow up, they speak directly to objections, and they invite repeatedly."

"Email marketing is a skill, just like teaching Pilates is a skill. You learned it, you practiced, you got better. Email is the same."

"People want to hear from you. They signed up for your email list. They opted in. They want to read your emails, and they want to buy."

"Inviting them to buy isn't being salesy. It is you doing your job."

"Every single email you send moves people forward—it helps them see a problem they didn't know was there, a solution they didn't know existed."

FAQ

How often should a yoga studio send marketing emails?

Yoga and Pilates studios should aim to send 3–5 emails per week, with a mix of nurture and sales emails. One monthly newsletter is not enough to drive consistent revenue.

What percentage of revenue should come from email marketing?

Approximately 40% of total monthly revenue should come from your email list if leveraged correctly.

How many emails should I send to promote a workshop?

Typically 5–12 emails during a promotion window, each addressing different objections, benefits, or angles.

How do I stop feeling salesy?

Reframe selling as service. If your workshop helps people, inviting them repeatedly is leadership — not pressure.

What’s the difference between announcing and selling?

Announcing shares information once. Selling guides someone toward a decision through repeated, persuasive communicatio

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