FCM215: The North Star: The Secret to Building a Brand That Grows With You

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 emotionally intelligent experiences that convert. You’ll learn: – Why “just show up” messaging is doing more harm than good – The difference between selling and converting – How small acts of hospitality lead to long-term loyalty – What your brand might be missing if your classes aren’t full 1. Ready to attract more aligned clients and build a brand people feel connected to? Book a free North Star Strategy Session and let’s map it out together: https://www.fitcarma.com/northstar/ 2. Want to dig deeper into this right away? Get access to our free mini-training: “Why Your Classes Aren’t Selling Out (& What To Do About It)” Get it here → https://minicourse.fitcarma.com/

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 chasing trends and start building something grounded, magnetic, and truly transformative—this one’s for you. Inside, we’ll cover: Why trends don’t expand the market (and what actually does) What your clients are really looking for when they come to class How to make any format feel like the perfect vehicle for transformation Why your beliefs—not your workout method—are the foundation of a powerful brand What it takes to create experiences that build loyalty, retention, and real results If you’re ready to step off the treadmill and lead with purpose, press play.

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 how to use it to create consistency across your brand—even as you scale, hire, expand, or pivot. You’ll learn: Why growth by default leads to burnout and brand confusion How to unify your team, marketing, and client experience under one idea Why consistency beats charisma when it comes to instructors How a studio with less experience outperformed a stacked team of experts The single most important question to ask about your business. Want to find your North Star? Download our free worksheet here: 👉 https://www.fitcarma.com/north-star-download/ Want help putting it into action across your brand? Book a North Star Session: 👉 https://www.fitcarma.com/northstar

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 music and thoughtful experience design matter more than ever. With real stories from their early days as trainers, research-backed tips on creating flow states, and a hilarious Mario Kart training story you won't forget—this episode is packed with the mindset shifts and practical tools every instructor needs. If you want your classes to be technically solid, emotionally addicting, and wildly effective, this one’s for you. 🎧 Listen now—and let’s rethink what makes a truly great class. Sign up for the 'Killer Playlists In Less Time' 10-Day Challenge: https://signup.fitnesscareermastery.com/killer-playlists/

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 short in building deep client connections 🎭 How to structure your class like a narrative arc—from the warm-up to the cooldown 💡 The role of the instructor as the Guide, not the Hero 🎶 How music, cueing, and intentional programming make your classes unforgettable By the end of this episode, you’ll be equipped to level up your coaching, design more impactful class experiences, and turn every workout into a story your clients never want to stop living. 📩 Don’t forget to download your free Story Driven Class Experience Workbook to put this into action!  https://signup.fitnesscareermastery.com/story-driven/

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 shifting your approach can instantly make your marketing more powerful. You’ll learn: 🔹 Why a fitness class alone doesn’t hold inherent value (and what actually makes clients sign up) 🔹 The simple 3-step framework for defining your dream client’s journey—without sounding negative 🔹 How to position your classes as the perfect solution by identifying where people are starting If your messaging feels vague, if your marketing isn’t converting, or if you’re struggling to fill classes, this episode will change the way you think about branding forever. 📍 Ready to refine your studio’s messaging? Book a free brand strategy session with Barry: https://signup.fitnesscareermastery.com/theone/ 🎧 Subscribe, leave a review, and let us know what resonated with you!

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, helping you command attention, create deep emotional connections, and get your clients addicted to your experience—not just your workout. We’re breaking down: Why attention is the most valuable currency in your class How to make your clients feel something beyond just a good sweat The secret behind unforgettable class experiences (hint: it’s not the exercises themselves) How acting techniques and flow science can transform your coaching And how you can join the challenge and take your classes to the next level If you’re a fitness instructor or studio owner, this episode is a must-listen. Click the link below to join the challenge, and let’s make every class a transformational experience. It’s good to be back. And trust us—you don’t want to miss what’s coming next. 🔗 Join the 21-Day Challenge: Make Them Feel Something! (link below) https://conservatory.fitnesscareermastery.com/feelsomething/order/

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 identifying training needs, we cover the spectrum of benefits this valuable practice provides for the health and success of your business.   Stay tuned for a special resource: our Performance Excellence Blueprint, a comprehensive guide, and customizable review sheet for seamlessly integrating effective performance evaluations into your business operations right away.   Key Talking Points: The Critical Role of Performance Reviews: Unpacking how regular feedback enhances performance and deeply engages your team, aligning individual goals with your business’s vision. Common Pitfalls to Avoid: Insightful anecdotes on some studio owners' missteps, from over-surveillance to inconsistent evaluation methods, and how these can adversely affect team morale and effectiveness. We’ll share real-world examples of how not to conduct reviews and the impact of infrequent, biased, or poorly structured feedback. Best Practices for Meaningful Feedback: A guide to conducting reviews that foster growth, including the importance of preparation, regularity, objectivity, and focusing on development. The Blueprint for Success: An introduction to our Performance Excellence Blueprint, a tool designed to streamline the review process for your business.   This episode is designed to be an essential guide for any business owner looking to leverage performance reviews for team and business growth, fostering a culture of continuous improvement and open communication.   DOWNLOAD YOUR PERFORMANCE EXCELLENCE BLUEPRINT HERE: https://fitnesscareermastery.com/performance-excellence-blueprint

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 is that in order to clearly speak to your dream clients, communicate value and attract more of them in, there are a lot of beliefs about our industry and how we have historically marketed ourselves that need to shift dramatically. In this episode we share a recording of a recent brand strategy session that Barry had with a potential client where he took a deep dive with her into what that shift looks like.  After listening, you're going to think about how you position your value completely differently, and hopefully be on the path to take the necessary steps to attracting new dream clients confidently like a supermagnet.   What You'll Learn: The Pitfalls of Marketing Your Classes: Discover why treating fitness classes like tangible products limits who you can reach in the market. Real Needs Over Physical Benefits: Learn about the importance of the shift towards addressing people's deeper drives like confidence, energy, and overall life satisfaction, and away from abstract physical benefits like "burnt calories" "cardiovascular endurance" and "lean muscle"   We promise this episode will shift your perspective on what it means to market group fitness classes in today's world, redefine your approach to marketing, and offering insights that could redefine the way you connect with the people who need you the most.   GET THE EBOOK, AUDIOBOOK, & COURSE: https://fitnesscareermastery.com/avalanche   BOOK A BRAND STRATEGY SESSION: https://signup.fitnesscareermastery.com/yourstrategysession/

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'll learn: Transforming Classes into Experiential Events: Discover how to make your fitness offerings compelling events that rival concerts or dining experiences, turning them into sought after destinations. Finding and Owning Your Niche: Learn how to identify and leverage your unique skills and passions to stand out in the crowded fitness market without relying on gimmicks. Building a Strong, Engaged Community: Find out how to create a loyal community around shared values and interests, enhancing retention and encouraging word-of-mouth referrals. Redefining the Purpose of Movement: Understand how to shift the focus of your classes from solely achieving a "fit body" to embracing movement for joy, wellness, and community building. Marketing the Holistic Benefits of Fitness: Gain insights on how to effectively communicate the mental, emotional, and spiritual benefits of your classes, moving beyond just the physical results. Developing a Powerful Brand Strategy: Get tips on developing a clear and impactful brand strategy that resonates with your target audience and sets you apart from the competition.   Download the free ebook "Why You're Not Selling Out Your Classes... (& What To Do About It)": Access this in-depth guide complete with journal prompts to help you clarify the specific problem your fitness classes solves, and how to address it effectively: The eBook: https://fitnesscareermastery.com/avalanche The Audiobook: https://urlgeni.us/spotify/eW8z7   Whether you’re a seasoned fitness professional or a new entrepreneur, this episode provides actionable insights for making your classes not just a workout, but a sought-after experience that participants eagerly anticipate.