When a Competitor Moves in Next Door (and How I Stayed Calm About It)

Hey there, Wellness Warriors,

You might have noticed it’s been a few weeks since I last landed in your inbox. Truth is, I’ve been focusing on something a little closer to home - my health.

After surgery and some rather “interesting” medication side effects over the summer, I’ve been taking time to get back to full speed. I’m still juggling recovery with business life, but it felt like the right time to get back to my weekly rhythm with you all.

And funny enough, today’s topic came to me during one of those quieter moments when I was watching something unfold right in my own business world…

When a new competitor opens nearby — do you panic or prepare?

• Why a little competition isn’t always bad news.

• How to make sure your audience stays loyal.

• Steps to strengthen your brand when someone else moves in.

When Competition Comes Knocking

A couple of months ago, I found out a new reformer Pilates studio was opening just up the road from mine. Now, our town isn’t huge, so I’ll admit, my first reaction wasn’t exactly zen.

“Will all my clients switch?”

“They’ll get all the buzz!”

“There’s not enough space for both of us!”

Sound familiar? That little moment of panic we all get when something feels like a threat to what we’ve worked hard to build.

But after taking a breath (and a long walk), I decided to look at it rationally.

Their location? Better visibility, yes, but also limited parking and lots of road noise.

Their studio? Lovely, but small, only four reformers, meaning limited class capacity.

Their pricing? Similar to mine, but for shorter classes.

Then I remembered, their likely audience is very different from mine.

While I focus on women 40+ navigating perimenopause and beyond, their marketing seemed aimed at a younger, trendier crowd.

So instead of panicking, I positioned myself.

October became my month of proactive marketing.

We have previously been voted Best Yoga/Pilates Studio in our region. So I leaned into that authority and published an article in our local glossy magazine:

“Mat vs Reformer Pilates: What’s the Difference (and Which One Is Right for You?)”

The piece was educational, friendly, and completely non-competitive, it showcased both styles, while subtly reaffirming that my studio is the best place to start your Pilates journey.

The result?

A few new clients reached out because of the new studio opening.

One told me, “I figured if you’ve been here for years, I’d rather start with you.” Another said they weren’t keen on reformer but found me first on Google. (Thank you, SEO and Google Ads!)

The lesson?

Competition isn’t the end, it’s an opportunity to refine your message, reaffirm your value, and reconnect with your ideal audience.

As I reminded myself (and now you):

Will It Work For You?

If you ever find yourself in a similar situation, a new studio, therapist, or wellness business opening nearby, don’t panic. It’s a perfect time to refresh and re-energise your marketing.

Here’s how to use competition as a growth tool:

• Revisit your niche. Who exactly do you serve best? Speak directly to them.

• Highlight your experience. Longevity and trust matter more than flash.

• Educate your audience. Write or post something that compares your offering objectively and helpfully.

• Leverage local media. Submit a story, blog, or feature to community outlets.

• Polish your online presence. Make sure your Google profile and website are clear, current, and optimised.

• Stay gracious. Never bad-mouth competitors, confidence is magnetic.

The Key to This Week’s Implementation

Remember: competition doesn’t take clients away, confusion does.

When your message is clear, your values are visible, and your brand is strong, the right people will always find their way to you.

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.

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