The Fitcarma Podcast

There are a lot of things that contribute to healthy retention in boutique fitness: a great intro offer, thoughtful follow-up, friendly front desk staff, community, member perks, strong instructors, and of course, a great workout. But a client can love your space, like your team, enjoy the music, and still leave class feeling confused, behind, overwhelmed, or unsuccessful. If that keeps happening,...

There is always something fitness businesses are being told they need to do next. A new modality. A new piece of technology. A new way to personalize the workout. A new platform. A new consumer trend. And usually, somewhere in the conversation, there's an underlying warning: keep up or get left behind. If you own a studio or have built a career in this industry, it can make you wonder how the hell...

How do you create fitness classes that members actively choose, talk about, and have a hard time replacing? For boutique fitness studio owners, stronger member retention and loyalty often start with something most studios leave largely to chance: how people actually experience and remember a class. In this episode, Fitcarma Experience Designer Shay Kostabi introduces The Two Moment Rule , our fram...

The fitness industry has never known more about programming, performance, and optimization. So why are so many people still unconvinced that fitness is for them? In this episode, Barry and Shay sit down with 2026 IDEA Fitness Leader of the Year Jessica H. Maurer to examine what our industry keeps missing: the human being in front of us. Together, they unpack why shame may grab attention but fails...

Why do people stop coming to your fitness studio? It's easy to blame motivation, discipline, busy schedules, streaming workouts, or short attention spans. But what if the real problem is something deeper? In this episode, Shay Kostabi of Fitcarma explores a belief-shifting idea for fitness studio owners, boutique fitness leaders, and group fitness entrepreneurs: People don't come back because they...

What's the number nobody talks about? For boutique fitness studio owners, it's the sale price. But this episode isn't just for owners preparing to sell. It's for anyone who wants to build a studio that is more valuable, more transferable, and less dependent on them carrying the whole business. Shay and Barry sit down with Mitch McGinley, founder of Boutique Fitness Broker and author of The Number...

Most studio owners think they have a marketing problem. But what if the real issue is that your brand story, follow-up systems, and in-studio experience aren't working together? In this episode, we sit down with Zach Mills, founder of ONBRND Marketing, to talk about why ads alone won't fix a broken funnel, how to tell where your leads are actually falling off, and why studios need more than "sweat...

Fitness is changing. Not because there's a hot new workout on the menu, but because people are craving something more meaningful than a class they try once and forget. In this episode, we sit down with Jack Thomas , founder and CEO of The Fit Guide and host of the Five Star Fitness podcast. Imagine if boutique fitness had the equivalent of Michelin stars or Forbes Travel Guide ratings. Not based o...

In this episode, Shay breaks down the hidden energy leaks that drain trust, culture, consistency, and scalability inside boutique fitness businesses... even the really good ones! From hiring the wrong people for the right reasons, to rushed onboarding, unclear standards, weak internal messaging, and teams with no real path for growth, this episode is a deep dive into what may actually be keeping y...

Your social media feed can be an invitation into your brand world, or a fancy display case. You didn't open a studio to perform. You opened it to help people feel stronger, steadier, more themselves. If your posts impress colleagues but the person walking in after a long day doesn't see  themselves in it, something's out of alignment. In this conversation, we put the member back at the center, so...

What does it really take to build a brand that moves people? In this conversation, Jeff Zwiefel ( former President & COO of Life Time) pulls back the curtain on the principles and systems behind one of the most trusted names in fitness. We unpack how a clear North Star , codified standards , and aligned teams create a consistent experience at scale, without losing soul. If you're a studio owner, p...

You've built something powerful. An experience your community loves. But behind the scenes, you're wearing too many hats, struggling to replicate the magic, and wondering how to get your team to carry the brand with the same heart you do. Sound familiar? In this episode, we unpack the real reasons team buy-in feels so hard, and what actually works when you're trying to scale your studio without lo...

What if music isn't just a good playlist in your classes, but the most powerful tool you have to transform how your clients feel, heal, and remember your brand? In this unforgettable episode of the Fitcarma Podcast, we sit down with Emma Marshall , researcher, educator, and author of Music is Medicine , to explore the deep, untapped potential of music as a tool for nervous system regulation, emoti...

Ashley Marand Iwanicki is the founder and CEO of The Collective Studios , a boutique fitness brand in New Hampshire that's redefining what it means to lead with purpose, build community, and create experiences that actually move people. In this powerful conversation, Ashley shares how a vivid dream sparked the vision for her studio, what it means to build a brand rooted in expansion and belonging,...

Episode Description & Show Notes: This week, a fitness influencer went viral for saying people over 200 pounds shouldn't be allowed in Pilates class—and that instructors with a "gut" shouldn't be teaching. Yes, she deleted the video. But the damage was done. Thousands of people agreed with her. This is the fitness industry we're still up against. And in this episode, we're not just pushing back—we...

What if your potential clients  aren't lazy, unmotivated, or inconsistent—what if your brand just isn't making them feel like they belong? In this episode, we challenge one of the fitness industry's most toxic assumptions and reveal why people aren't saying yes to your studio (even when your workouts are amazing). We'll share real stories, client examples, and a practical breakdown of how to build...

Trends aren't growing the fitness industry—they're just keeping it spinning. Despite all the buzz and innovation, only 20–30% of people consistently work out. And that number hasn't moved in decades. In this episode, Barry and Shay unpack what they call The Trend Treadmill —the cycle of constantly chasing what's hot in hopes of staying relevant… and why it's not working. If you're ready to stop ch...

If your fitness brand isn't growing the way you want it to, it's probably not a marketing problem. It's not your logo. It's not even your class experience. It's the lack of a North Star —a core belief that guides your messaging, your experience, your team, and your future. In this episode, Barry and Shay break down what a North Star really is, how to find yours (with a dead-simple exercise), and h...

What does your cueing style have in common with Mario Kart and a trip to IKEA? A lot more than you think. In this episode, Barry and Shay answer a big question from inside the Conservatory: How do you balance giving clear technique cues with creating a fun, immersive experience? They break down why fun isn't fluff (it's actually the key to results), how over-cueing can kill the vibe, and why great...

What if your fitness class was more than just a workout? What if it was a transformational journey where every client felt like the hero of their own story? In this episode, we dive deep into the  Story Driven Class Experience™ , breaking down how to use the Hero's Journey framework to create more immersive, emotionally engaging classes. We'll explore: 🔥 Why traditional fitness programming falls...

Are you unknowingly holding back your studio's growth? Many fitness business owners hesitate to define their clients' real struggles, fearing they'll sound negative or push people away. But here's the truth: If you don't define the problem, your dream clients won't see why they need you. In this episode, Barry and Shay break down the silent fear that's sabotaging your brand messaging—and how shift...

After nearly a year away, we're back —and stepping into a whole new era! In this episode, we're catching you up on everything: our big move to Costa Mesa, our massive brand refresh (say hello to FitCarMa! ), and the exciting changes ahead for the podcast. But the biggest news? The Make Them Feel Something Challenge. This 21-day challenge is going to revolutionize the way you teach fitness classes,...

Whether you're new to conducting formal and informal evaluations or looking to refine your current process, this episode is packed with insights. We discuss performance reviews' important role in enhancing your business and team dynamics. Learn from common mistakes and adopt best practices for effective feedback. From improving instructor performance and engagement to aligning business goals and i...

In this episode, we turn the traditional fitness marketing playbook on its head. If you're like most fitness professionals we speak to, you may not know exactly who your ideal client is or how to market to them in a way that communicates your value, or you have an idea of how you want to portray yourself to your people, but don't know for certain if that intention is felt and understood. The truth...

Unlock the secrets to transforming your fitness classes into must-attend events with this enlightening podcast episode. We dive into innovative strategies that go beyond traditional fitness classes, focusing on creating a unique and immersive experience for participants. Discover how to captivate and retain a broader audience by incorporating creativity and passion into your offer. Here's what you...