How Brooke Siler grew re:AB into one of New York’s most successful Pilates studios
What does it take to build not just a successful business, but one of the BEST businesses in your industry? To find out, we asked celebrity Pilates teacher, and former owner of re:AB studio, Brooke Siler.
In 1997, Pilates teacher Brooke Siler (author of the book The Pilates Body) moved her business out of her apartment and into a studio in New York. And so re:AB was born.
Over the next 17 years, Brooke grew re:AB into one of New York’s must successful Pilates studios, attracting celebrities like Kate Moss, Amber Valetta, Madonna, Zooey Deschanel, Liv Tyler, Lauren Hutton, Kirsten Dunst, Rachel Weisz and Dustin Hoffman, and landing her appearances on national TV. She was even named one of the top pursued trainers by Vogue magazine.
How Brooke Siler grew re:AB into one of New York’s most successful Pilates studios
But how did she do it? To find out, we interviewed Brooke, and she shared some of the secrets of her success with us. Here are 16 pieces of advice Brooke shared that we recommend following.
1) Recognise you need to spend money to make money
You can’t grow or maintain a healthy business without it. You don’t have the skills, time and energy to run every aspect of your business. So invest in the expertise, training, services and equipment you need to run your business as efficiently as possible.
2) Hire people who have talents you’re missing
On that note, don’t be afraid to hire people when you recognise that you don’t have a forte in that area, or just don’t want to do something. It’s important to be honest with yourself about that.
3) Be wary of discount schemes
When online discount schemes first started, I was approached by a flash sale site and agreed to run a promotion. However, we didn’t think to cap the amount of take-ups. It was a huge success – we took over US$29,000. But then we needed to actually redeem them!
I didn’t expect everyone to redeem their coupon, but most did and I ended up having to create classes to meet demand.
The premise behind it was that people would come for their discounted class, see how amazing it was and sign up for full price classes afterwards. But most of the people who came were just after a cheap bargain and didn’t stay on. I also learned that people who haggled could also be some of the most difficult to please customers!
4) Work out your USP
Pilates was growing at an exponential rate and I didn’t know how to distinguish what we did from other gyms. Eventually I realised what stood us apart, and turned it into our strapline: Authenticity. Passion. Purpose.
Find out how to work out your USP here.
5) Find clients who can and will pay
I realised that people were willing to teach for less than we charged, and I had to find a way to differentiate between high-end clients who knew value and were willing (and able) to pay for it, and those who were happier paying less or couldn’t afford to pay full price.
So I branched out into group lessons to help more people. With two or three people sharing a lesson it was cheaper to access the expertise and equipment we offered. You need to get creative with how to maximise profit while minimising others’ cost.
6) Invest in loyalty
Over time the Pilates market in New York became more and more saturated with teachers. But people will choose to go with someone they love over and above the quality of the lesson; Pilates is a personal relationship.
I understand what people want as a consumer myself. They want three things:
- Value for money.
- A pleasant experience.
- To see results.
So I made sure that we always delivered on these at re:AB.
7) Don’t be afraid to lose the wrong people
I’m not a fan of the client is always right. I don’t believe it, and that has made me different.
I was only 27 when I opened re:AB and I had to quickly learn to stop needing to please others. You need to train people to be good clients, and set boundaries and stick to them, because people love to push them.
If you let people take advantage of you, they will. I’m a fair person and realised that I didn’t have to take it if people tried to take advantage of my business. Let go of the fear of losing people, and the right people will come along.
8) Build brand partnerships
I have never paid a dollar for advertising. Instead, I’m a big fan of using the media and reciprocal advertising.
Here’s an example of reciprocal advertising or brand partnership that worked for me:
A company launched a new juice cleanse called Blueprint cleanse which I loved. So I called the company and suggested we do a joint promotion so when people bought the juice they got a discount on Pilates lessons, and vice versa.
It’s a great way for businesses to help each other and expand your markets without spending a dime. (Read more about building brand partnerships.)
9) Use PR
One thing I did spend money on from the get-go was a great PR agency. I initially used an agency to promote my Pilates book, and then continued using them to spread the word about my studio.
I was the brand, and whenever I had the opportunity I talked about my studio. I got a LOT of fantastic media coverage. I had a great boutique PR agency. They knew all about business. They were expensive, but I believe you need to spend money to make money.
You need keep your name and product in the public eye, even if it’s just in small ways because it keeps you front of mind with people, builds your reputation and brings other opportunities to you.
(Get our PR Kit and start doing your own PR today.)
10) Know your numbers
You need to know what your bottom line is. In the beginning I was always afraid to look at the money side of things. But when I understood exactly how much each session cost us to provide, I was able to make wiser decisions about my business.
I got my accountant to create a spreadsheet for me that worked out the net profit on every session for each of my teachers. That gave me a sense of how much I needed to pull in a day to cover my outgoings – and what would be an ideal number.
I would shoot for a number a day, and if we missed it, I’d go for a weekly number to try and catch up. I gave these numbers to the front desk so my sales people knew what we were aiming for and had targets to work towards.
11) Look after your business’ front line
Sales people and receptionists are your front line. They’re sometimes the first impression people have of your business so it pays to invest in them and ensure they’re properly trained.
I brought in experts to deliver sales and marketing workshops to my receptionists, and it paid off. My best receptionists would get a call to book one session and turn it into something larger. That’s one reason why I didn’t allow people to book online.
12) Get a great website
The same principle applies to your website – often that is the first impression someone will have of your business. A great website will turn curious visitors into customers and increase your sales.
13) Don’t get stuck in the free trap
Clients don’t appreciate anything that’s free. Most New York gyms charged you for everything – from towels to water. We gave these to our clients and allowed to use them free of charge, and yet still they’d complain if we’d run out of something.
14) Look for ways to diversify your income streams
I was always looking for ways to diversify my income streams, and I realised I could create a sideline business in training teachers. So I created a training programme, and immediately hired a director to oversee the day-to-day running of it. This left me free to do what I do best.
15) Write a business plan
I had never written a business plan – my business just evolved. But recently I had to write one for a new business idea I am considering and it was such a brilliant experience. I simply downloaded a free template and filled it in. It gave me a road map and helped me identify my goals, steps and obstacles (and the resources I had to get over them).
16) Don’t let your business kill you!
And finally, don’t overwork yourself. I loved my business and worked 12 hour days on it, but it catches up with you. You don’t realise it, but it will. You can’t run away from things deep down inside.
Don’t wait until you’re sick or burned out before you learn how to compartmentalise your business, work smartly and switch off.
Want to learn more about Brooke Siler?
If you’d like to find out more about Brooke Siler, you can read our interview with her here. You can also find her on Facebook and find all of her Pilates products on Amazon. These include:
- The Women’s Health Big Book of Pilates, 2014
- Element: Pilates Weight Loss for Beginners, 2009
- Your Ultimate Pilates Body Challenge, 2005
- The Pilates Body Kit: Interactive fitness (CD kit with flashcards), 2003
- The Pilates Body, 2000
To find recommended teachers of the authentic Pilates method in your area, search the Classical Pilates international teacher directory.
