The One Thing That Sets Thriving Wellness Businesses Apart

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Welcome to this week’s newsletter,

This week marks the first chapter of a new journey I’m taking this year, as a tutor/assessor with Future Fit.

I trained with Future Fit myself in 2013, so it was an obvious choice for me to choose them as the company to work for when I decided I wanted to help cultivate the next generation of Pilates Instructors.

There are many different schools of training out there and every one does things slightly differently.

However for me this is a stepping stone to one of my bigger life goals of creating my own teacher training course.

I didn’t want to just chuck a course together and put it out there, I wanted to see how it was done by the big guns so I can build the build the course on strong foundations that are proven to work.

I’m not going to name any names, however I think there are a lot of teacher training courses on the market now that are not up to scratch, and the quality of instructors that are coming into the industry is becoming diluted.

Some people are coming into the industry with pound signs in their eyes, seeing the boom of reformer studios popping up, others have more personal reasons. They now have a choice of some very cheap courses that (I don’t believe) are giving them the best tools to do the job properly.

Many of the women that were on the course this weekend were there because they’d had a personal journey with injury or similar where Pilates had helped them and they wanted to ‘pay it forward’.

Others have full time corporate jobs and are wanting Pilates as a side-hustle.

Some wanted a career in the industry and others wanted to improve their own personal practice.

The thing is they have all made the choice to do a level 3 qualification which I think should be the base requirement for all practicing instructors.

I could go off on a rant now but I won’t!

Anyway the reason I mentioned this is not to question your qualification, but the foundations as to why you do what you do.

Why did you get into the industry? Do the reasons still resonate with why you’re still in it? Or do you have new reasons?

I read a post on facebook from an instructor that was saying she didn’t enjoy teaching any more and resented going out to every class she taught!

My first reaction was to say stop teaching, but really she needs to reconnect with her reasons for being there in the first place.

If the reasons are strong enough, the love that inevitably led her to her role will return.

And if the reasons she had to begin with don’t exist anymore, then actually finding another career path may well be the best one to take.

I promised you a book review each month, and this month I’m reading Simon Sinek’s book Start with Why.

In Start with Why, Simon Sinek shares a simple yet game-changing idea:
“People don’t buy what you do; they buy why you do it.”

As wellness professionals, it’s easy to focus on what we do—teaching Pilates, offering treatments, coaching clients.

But true business success comes when we communicate why we do it. Your Why is the deeper purpose that fuels your work. It’s what makes you different from the countless other wellness businesses out there.

Take Apple as an example. They don’t just sell computers (What); they inspire people to challenge the status quo (Why).

The same principle applies to your wellness business. Clients don’t just want a Pilates class or a massage—they want to connect with a mission, a belief, a transformation.

Will it work for you?

When you lead with your Why, you naturally attract clients who share your values. Instead of trying to convince people to buy from you, they’ll want to work with you because they believe in your mission.

Write down your Why in one sentence and share it—whether on social media, with your team, or just as a personal reminder of why you started.

My steps for success

•  Look at your journey – What inspired you to start your wellness business? Was it personal transformation, a desire to help others, or something else?

• Ask your clients – Why do they keep coming back to you? What impact have you made in their lives?

• Align everything with your Why – Your website, marketing, and social media should reflect your deeper purpose, not just your services.

As always implementation is the key to success. The aim of these emails is to get you taking ACTION.

Let me know what results you get from this at [email protected]

If you don’t already know me, my name is Emma Lovelock, I run an award-winning Pilates Studio in Hertfordshire, UK and I am on a mission to help other business owners in the wellness/fitness industry become more knowledgable in running a business and to give the tools and systems to make them more money, with less stress and save them time.

P.S. Whenever you’re ready, there’s four ways I can help:

• 90-Day Studio Growth Blueprint - Put a plan in place with my help, and ramp up your business’s productivity.

• If you want to know the 6 secret steps that every studio owner/fitness professional should know but probably doesn’t Watch this Free webinar .

• Monthly Coaching : Need some accountability in your business? Having a business coach is the best way to make sure you take REGULAR action Click here to find out more about my mentoring and coaching packages.

• Not sure what you should be doing to have a successful wellness business?Need some guidance? Book a 121 call and we can see how I can help.

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