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As a Pilates studio business, your product really is your instructors.
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You're a service business and you provide that service through other people by and large.
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And so the quality of the people that you have, when I say quality of the people,
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I don't mean their value as human beings.
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I mean their ability as professional Pilates instructors really is pivotal to your business.
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In fact, it is in many ways what you sell to people, to your clients.
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So one of the things that Heath and I coach studio owners on the most is building an excellent team.
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And one of the, probably the biggest problem or blocker that we see is essentially
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not having clarity on who's good and who's not in your studio.
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So, or really, shall I say, deep down actually knowing who's good and who's
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not, but not admitting that to yourself.
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Uh, and that comes in the shape of, you know, I mean, I can't tell you how many
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times, you know, we've had this conversation with studio owner where we're talking
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about, you know, how, you know, we talk, we talk about many things in the studio.
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We talk about pricing, the intro offer, the scheduling, and then we talk about the team, obviously.
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And we go through each team member and we say, okay, how's, you know,
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and how's Sally? Oh, Sally's a great instructor. Okay. How are her class numbers?
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Oh, her class numbers aren't that good. You know?
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Um, okay. But she's a great instructor. She's a great instructor.
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And um you know have you done her class yeah i
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didn't really like it uh but she's you know she's a really great instructor you
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know it's a bit too slow for me or it's you know she teaches
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a completely different style to the way i teach um but she's
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a great instructor and so i i want to dissect you know what it means to be a
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great instructor here because i think there's a lot of stuff that goes into
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that and uh if you've got someone who's a quote great instructor whose class
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numbers aren't great i'd say by definition you know unless you've got them teaching
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the graveyard yard shift exclusively,
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by definition, they're not a great instructor because my definition of a great
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instructor is someone who can fill classes, basically.
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And in order to be able to do that, you have to deliver good classes,
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but there are multiple components.
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So with that extremely long setup, welcome Heath.
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Yeah. um yeah so so what
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do you you know
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what do you uh you know talk me through sort of like the
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the the average you know conversation that
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you have with someone that you coach a studio owner that you coach when you
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kind of audit their instructors you know at the you know relatively at the beginning
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of the coaching relationship well i think one the first thing just from your your preamble,
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your framing to catch is one of the things that, um.
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I think probably challenges what you said without actually uh contradicting it is is that,
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definitely often when we do the audit and we work through the team and we look
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at the numbers there is very often the situation that you just described about
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sally where the studio owner or the manager believes that this is this is great
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sally's a great instructor and then,
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the fundamental metrics leading with class numbers and class retention don't
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stack up But there's also an almost as frequent presentation of class numbers
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and retention do stack up.
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But when we start to explore what the studio owner wants from their business,
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we discovered that the great instructor who has full classes is teaching in a way that is,
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if not misaligned,
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sometimes, you know, 180 degrees opposite direction to what the studio owner
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wants or what the brand is. So, right.
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And that manifests itself as, yeah, Sally's got great class numbers,
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but Sally's students don't go to other instructors' classes.
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Or if they do, they, you know, when the instructors give them cues,
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they're like, oh, well, Sally tells me to do it the opposite way to that, you know.
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Yeah. And I think that gives us one of the kind of metas about this whole situation, which is.
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The, in that instance, a good way to think about that is that Sally's running
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her own business within your business.
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And the, the concept, and you gave me this years and years ago,
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and I have to admit, it took me a little bit of thinking to kind of really make
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sense of it, but I've found it to be probably the,
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one of the most challenging and most powerful ideas for people to get their
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head around is that at a certain point,
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a business in our world reaches is a certain size and it's it's when there's
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let's say more than three instructors and the and the owner or founder is teaching
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less than say 20 of all of the bodies per week there's kind of like a.
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Like a tipping point where it becomes centrally important to the success of
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the business that the owner and subsequently the instructors understand that
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the instructor's client is the business, not the people in the room. Yeah.
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Yeah. And, you know, that's, I would hazard a guess that, well,
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based on the studio owners I've talked to over the last four or five years,
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more than 50% stop when you say that and say, what?
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Like, what? Yeah. And this is exactly what I did. This gets to such a crucial
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sort of deep-seated fear, which I think is a realistic fear.
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And I've seen this multiple times with various studio owners,
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is when they've got an instructor like that who maybe is a really popular,
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but just teaches in a way that is not aligned with the studio owner's way of
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teaching or the official studio way of teaching,
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that when that person goes,
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all their clients go with them because they don't want to do your classes.
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I don't want to do anyone else's classes because I love Sally's classes and
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she teaches complete, like she teaches classical and you're doing,
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you know, strength-based reformer or, you know, whatever. And so it's like, or vice versa.
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And so, you know, they don't like, they, they don't like your studio as such.
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They like Sally's classes, which is, which are really not what your product.
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Right. So, you know, the, the, the massive danger here is like the,
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the only thing worse than Sally being unpopular is Sally being really popular.
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You know, if she's, if she's not teaching the way that you teach, right.
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So that is a real problem. And of course, then if Sally goes on holiday even,
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you know, like how do you, you know, someone else goes in to cover her classes
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and all the clients are like, yeah, no, we're not going to come to this,
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you know, I don't like classical and I don't normally do strength both to a
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formal with Sally or vice versa.
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And so, you know, you've just got a massive hole in the schedule there.
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So either way, it's not a good thing, whether Sally's popular or not.
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So I guess, I guess it's really about alignment, but I think alignment has,
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you know, alignment by itself is not enough. if you need alignment and skill.
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Yeah. So, all right. So, so this is, uh, you've got this instructor who's,
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who's been teaching there for a while.
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She's a wonderful, wonderful person, you know, hard of gold,
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never say a word against her.
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Uh, but either her classes aren't that, her class numbers aren't very strong
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or they're noticeably less strong than the average or her class numbers are really good.
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Possibly she's your most popular instructor, but she teaches just a completely different style.
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Like you're hired. She was your first kind of hire. you didn't know
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your ass from your elbow when you were hiring her you just hired her
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because she's got active wearing a pulse and she's so nice and you
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know so she started teaching and you know you sort of
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like when you when your kids in primary school you know
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and you're like oh you're a kid i'm a kid let's be friends you know that that's
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all you need to have in common you know but when you're when you get to be 50
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you're a little bit more discerning about who you want to be friends with you've
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got other criteria and that's sort of the same when you make your first hire
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like oh you're a pilates instructor oh you're on a pilates studio great you
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know let's work together whereas after you've been running a business for a
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few years, you're like, yeah,
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I've got a few other questions I want to ask you first before we start working together.
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And so maybe you hired this person early on and she'd been working for you for
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a while, but they're not aligned.
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They're not aligned as in they don't teach the way you teach.
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They don't teach the same style as you teach.
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Maybe they don't cue in a way that's consistent with how you cue or progress
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in a way that's consistent with how you progress.
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They might call the exercises different names. They might teach a lot stronger
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or a lot softer class than you.
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They might, you know, emphasize, you know, breath a lot more or a lot less,
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alignment a lot more or a lot less, et cetera.
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So basically, clients don't mix between this person's class and the other instructors'
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classes because they just get like, oh, Sally always tells me to do it this way.
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How come you're telling me to do it that way sort of thing? or maybe they are
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aligned but they're just not that
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good you know as measured by their class numbers because ultimately if.
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What he said is true, which is that the client of the instructor is the studio.
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Well, who's paying the instructor? The studio is paying the instructor.
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So therefore, the studio is the instructor's client.
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And the studio hires the instructor to do what?
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Fill the classes. And so if the instructor is not teaching full classes,
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well, objectively, they're not doing their job.
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And so if they're not doing their job and they're trying, that means they're not very good.
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So if their classes aren't full, unless they're teaching the graveyard shift
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on the Thursday, objectively, they're not very good at their job.
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So, yeah. So, all right. So how does the conversation go? Because this is where
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we get into this tricky conversation.
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Kind of situation where, you know, where studio owners might look at the numbers
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with us and go, yeah, Sally's numbers aren't great.
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Or they might look at the numbers and go, Sally's numbers are great,
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but she teaches, you know, strict classical and weird strength-based reformer, right?
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You know, and so how does that conversation go and what are the,
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what are the blockers or blind spots or,
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you know, I mean, basically we don't want to tell Sally that she's not a fit
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and she's got to go because she's a lovely person. So how does the conversation go? Yeah.
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Well, uh, the, the, so again, so the two, those two Sally's present different
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situations, you know, different, different, different things that have to be made sense of.
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And the thing that I've found that sits above that is what is,
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well, the way, the way we work through it is what's,
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what's the what's your business's mission you know like what
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what do you promise and you know to what raf was what we've just
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said what is your business promising so what's the promise that you're making
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to your client so if your promise is classical uh reformer with the focus on
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breath patterns that's what your instructor needs to deliver in a way that is
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skillful and charismatic enough that their classes are full.
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And so if someone is teaching strength-based reformer in that studio,
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then that's the misalignment, even if they're popular.
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And equally, if you're teaching a strength-based reformer model that promises
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to make people stronger and more flexible, and this is where I kind of resonate
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because that's who we work with mostly, then that's what should be delivered.
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And if you're delivering popular classes that are not that, well,
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then that's the misalignment.
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And then if you're teaching in an aligned way, but your classes are not popular,
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fundamentally, then you've got a skills gap.
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It's like if you're aligned in, you know, orientation, but falling short in
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terms of metrics, then it's a skills problem.
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And I think, you know, to double click on the skills thing just for a second,
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a lot of times, you know, a studio and I, you know, I work with them and they'll
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say like, I've audited their class and they're a great teacher,
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you know, just a bit too slow or they're a great teacher, but they just don't
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have a great personality. You know, they're kind of quiet and whatever.
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It's like, you know, that's, I think those are all skill things, right? Yeah. Yeah.
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A great teacher, part of that, you know, part of that skill is like,
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okay, knowing your anatomy, part of it is knowing effective cueing,
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part of it is programming, part of it is progressions, part of it is your eye and looking at points.
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Part of it is smiling and standing up straight and being at the front of the
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room where people can see you. Yeah.
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So the thing, and I want to just catch this before we move on and I forget,
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basically, is that the mission statement conversation is really, really high level and.
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Sometimes studio owners kind of, their eyes kind of glaze over.
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Usually they've worked in a government.
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When I first did it, my eyes glazed over. Because I'd done mission and values.
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So how's the mission statement? We provide quality goods and services to our stakeholders.
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Right. And you do an offsite for a half day to get clarity on that.
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Then you go back to work and forget about it and get on with the shit about the work. Yeah.
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So the way that we approach this is that the mission statement is really important.
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And in fact, every single word, or at least every word except the conjoining
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words, has a direct relationship to what happens in the studio.
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So then. Yeah. We get people really fucking strong by doing hard things, something like that.
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Yeah. And, you know, in a class where everyone feels supported,
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safe and whatever, but there's lots of different ones.
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Or we, we teach, we teach, you know, original contrology, you know,
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to progress our clients to doing really cool shit.
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Right. And so that, so then it becomes an activity where often the studio owner
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that we work with thinks, oh yeah, I know my mission statement.
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And then when I say, well, what does that word mean? What does that word mean?
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What does that word mean?
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How do you know that word's happening in your studio? It's like, oh, uh, okay.
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And then, so to kind of finish answering that question about the conversation
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we have, that trickles down to extremely specific stuff.
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Like Raf said, yeah, I audited the class. It was great. It was just a bit slow. Okay.
00:14:01.415 --> 00:14:04.195
Somewhere between the mission statement and what you audit and take
00:14:04.195 --> 00:14:07.415
as a standards checklist in your studio something has
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to reflect the tempo of the class has to be objective um yeah
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objective measurably objectively oh hold
00:14:13.715 --> 00:14:16.875
on see it standards checklist i'm sure yeah yeah
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i've got my standard checklist yeah it's i'll just write here it's uh you know
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i've got on my clipboard ready to go what is
00:14:22.455 --> 00:14:25.235
this standards checklist so a standards checklist would be
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something like okay so just say you have a mission statement that we help
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people you know build strength flexibility and skill on the
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reformer you know by doing challenging progressions that are fun you
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know that's a bit wordy but let's just say something like you know fun and
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community or something like that right and so it's like all right well you
00:14:40.675 --> 00:14:43.815
know when your checklist should basically check off each of those things okay
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to you know are you building strength are you building flexibility are you building
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skill was it fun was it progressive was the community like all of those things
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it's like you've got to have you know check check check check check and it's
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got to be like and then we've got to double click on each of those things so
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building strength what does that mean how do you know that occurred Okay.
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Well, you've got to take each major muscle group to a point of near fatigue
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at least once during the session. What does that mean?
00:15:04.955 --> 00:15:07.375
Then we double click on that. Okay. Fun. What does that mean?
00:15:07.595 --> 00:15:10.715
Okay. You know, how do we know that that happened? Right.
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So there have to be observable behaviors that you can see in the room,
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not just like kind of like the vibe, but it's like, okay, you know,
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was the instructor visible?
00:15:19.455 --> 00:15:22.195
Did the instructor project their voice? Were they smiling? Did they make eye
00:15:22.195 --> 00:15:24.915
contact? Did they verbally, you know, connect with each client,
00:15:25.055 --> 00:15:27.275
you know, at one point during the session? Did they use people's names?
00:15:28.075 --> 00:15:32.015
These are the things that would be on that checklist and if you do all of those
00:15:32.015 --> 00:15:33.515
things then you hit the mission.
00:15:34.717 --> 00:15:37.797
And, and, and part of the, one of the things that's interesting about this is,
00:15:37.837 --> 00:15:40.117
and I'm sure a lot of people listening are thinking, yeah, yeah.
00:15:40.297 --> 00:15:42.977
Oh, that's, you know, Raph stating the obvious. I say, okay.
00:15:43.277 --> 00:15:47.837
But what's interesting about that conversation is that if I list through the
00:15:47.837 --> 00:15:54.037
sorts of illustrations that Raph did for, as examples, the owner will often
00:15:54.037 --> 00:15:57.717
say, yeah, that's what I want, but I've never, I haven't measured it.
00:15:57.817 --> 00:16:02.257
I haven't seen it. I didn't, you know, it's like, and when, when you do, you realize, oh, okay.
00:16:03.657 --> 00:16:07.057
No that instructor didn't use everyone's name twice great
00:16:07.057 --> 00:16:10.497
so until they do we've got a job to do uh that
00:16:10.497 --> 00:16:13.137
instructor wasn't standing at the front door greeting everyone and at
00:16:13.137 --> 00:16:15.617
the front door saying goodbye to everyone okay if they're not doing that yet
00:16:15.617 --> 00:16:21.437
we've got a job to do so and and what's interesting is that the founder or so
00:16:21.437 --> 00:16:25.517
if you've got if you've survived long enough to have the problem that raf is
00:16:25.517 --> 00:16:30.177
talking about you have started doing the majority of these things because it's
00:16:30.177 --> 00:16:32.697
your ass on the line. You're probably doing it. Yeah. Exactly.
00:16:33.057 --> 00:16:36.717
And you don't realize you're doing it because that's just what you've learned
00:16:36.717 --> 00:16:38.197
to do to get clients coming back.
00:16:38.397 --> 00:16:41.777
So then what we do is kind of hold a mirror up to you and say,
00:16:41.917 --> 00:16:45.257
whatever it is you're doing right down to the, and one of the things we do is,
00:16:45.477 --> 00:16:46.677
especially if people are having
00:16:46.677 --> 00:16:50.077
trouble identifying it, is you film yourself for five or six classes,
00:16:50.497 --> 00:16:54.517
watch yourself back and just note everything that you do in every single class.
00:16:54.637 --> 00:16:58.177
And that starts to build out your brand and your standards checklist for you.
00:16:58.557 --> 00:17:01.377
Yeah. And, you know, we've kind of, because we've done this a lot,
00:17:01.577 --> 00:17:06.037
we've developed a little matrix kind of template and we,
00:17:06.277 --> 00:17:10.557
and that is pretty universal and you can, you know, studio owners can kind of
00:17:10.557 --> 00:17:14.657
just, you know, tweak it to their individual, you know, preference and style.
00:17:14.857 --> 00:17:18.497
But it's like, you know, being friendly is going to be part of,
00:17:18.657 --> 00:17:21.637
part of the skill matrix, regardless of what style you teach or whatever.
00:17:21.817 --> 00:17:24.137
So there, you know, being on time, being, you know, dressed cleanly,
00:17:24.237 --> 00:17:29.377
et cetera. So we evaluate on five dimensions, programming, queuing.
00:17:30.126 --> 00:17:34.366
Refinements or corrections, effective use of equipment, and personality.
00:17:34.906 --> 00:17:38.226
And we give a score of one to four for each of those things,
00:17:38.366 --> 00:17:40.706
one being terrible, not a fit, and four being amazing.
00:17:40.886 --> 00:17:43.926
In an example, let's get the rest of the team doing the same as what this person's doing.
00:17:44.626 --> 00:17:50.786
And for example, on the programming side, like a score of one would,
00:17:51.006 --> 00:17:55.766
and again, we sort of distill these down to observable behaviors, not vibe.
00:17:56.086 --> 00:17:59.086
And so a score of one, like not acceptable, would be
00:17:59.086 --> 00:18:02.186
you know programs random stuff off the internet no clear
00:18:02.186 --> 00:18:05.506
structure to the class intensity level is mismatched to
00:18:05.506 --> 00:18:08.246
the stated class level um you know stuff like
00:18:08.246 --> 00:18:11.926
you know missing major body parts like you know we didn't do arms sort of thing
00:18:11.926 --> 00:18:18.026
um so you know frequently started a sequence that was either too hard or way
00:18:18.026 --> 00:18:21.946
too easy for most people you know or several people in the room so you know
00:18:21.946 --> 00:18:27.266
that those would be like you know as an example of a one score on programming Whereas on a four score,
00:18:27.406 --> 00:18:31.086
which is like the highest possible score would be like users layered clusters.
00:18:31.246 --> 00:18:34.786
So basically, you know, starts at an easy level and progresses everybody to
00:18:34.786 --> 00:18:36.406
their own unique level of challenge.
00:18:36.606 --> 00:18:40.226
All clients were accommodated regardless of fitness, skill and injury status.
00:18:40.866 --> 00:18:44.826
Class had a clear structure, challenged all body parts through full range,
00:18:45.246 --> 00:18:49.666
challenging all clients at least once per movement per class.
00:18:50.386 --> 00:18:54.446
You know, so those types of things would go on the programming dimension.
00:18:54.446 --> 00:18:56.026
Well, let me just catch that.
00:18:59.096 --> 00:19:04.116
When I work through this with individual studios, as opposed to working in the
00:19:04.116 --> 00:19:05.536
broader sort of one to many,
00:19:05.936 --> 00:19:12.596
what we do is take that and then go through a process where the unique studio
00:19:12.596 --> 00:19:15.296
checklist is even more granular than that.
00:19:15.496 --> 00:19:19.356
So what Raf's just talked through is kind of the universal principles.
00:19:19.356 --> 00:19:22.516
You could apply that to pretty much any studio. But then by the time we finish
00:19:22.516 --> 00:19:27.156
the process, when we're working directly with studios, each studio has one and
00:19:27.156 --> 00:19:31.136
it goes right down to the specific exercises that represent the cool down.
00:19:31.416 --> 00:19:34.896
Or again, we're not mandating this, this emerges from the studio.
00:19:35.356 --> 00:19:41.896
Right. Taught our specific standard warmup that we do in 12 reps of cat stretch or whatever.
00:19:42.076 --> 00:19:44.636
Yeah. Whatever you do. And this is one of the things that's interesting.
00:19:44.876 --> 00:19:47.976
We're talking at the beginning, I was saying we do a mission statement and at
00:19:47.976 --> 00:19:52.756
the end, you've got this checklist that's even more granular than what raf was describing which is.
00:19:53.356 --> 00:19:56.976
Short of pulling one up and reading it because they what the
00:19:56.976 --> 00:19:59.716
final product requires the
00:19:59.716 --> 00:20:02.636
studio owner to to identify are you
00:20:02.636 --> 00:20:05.416
happy with the trainer doing anything at this point
00:20:05.416 --> 00:20:08.256
or do you want to be in and everyone sits a slightly different point
00:20:08.256 --> 00:20:11.316
on the continuum but at some point you have
00:20:11.316 --> 00:20:14.096
a checklist that actually represents what should be happening in
00:20:14.096 --> 00:20:17.296
the 50 minutes that are in your classroom and it and
00:20:17.296 --> 00:20:20.036
it but by the time you've done it all even if you're
00:20:20.036 --> 00:20:23.616
giving your instructors areas of great creativity the
00:20:23.616 --> 00:20:26.396
the print the the the
00:20:26.396 --> 00:20:32.756
the requirements are objective enough and they they overlap enough that actually
00:20:32.756 --> 00:20:36.696
you've got quite a specific set of behaviors that make your studio and what's
00:20:36.696 --> 00:20:39.996
really interesting about this took me a long time to understand this is you
00:20:39.996 --> 00:20:42.156
know at a certain point you go don't we all just teach pilates and it's like
00:20:42.156 --> 00:20:44.156
well yeah at a certain point we already teach Pilates,
00:20:44.256 --> 00:20:46.996
but actually when you think about it, every studio is going to have.
00:20:48.653 --> 00:20:51.693
Things that are universal, if they're doing a good job, but actually when you
00:20:51.693 --> 00:20:56.713
zoom, really, really zoom in and are prepared to be granular and apply X number
00:20:56.713 --> 00:20:58.913
of years of attention to detail, you realize,
00:20:59.433 --> 00:21:02.793
oh crap, actually this studio is really different to that studio,
00:21:02.933 --> 00:21:05.493
even though to the untrained eye, they're probably exactly the same.
00:21:06.033 --> 00:21:08.853
And that's, that's how studios develop their differentiation.
00:21:09.293 --> 00:21:13.273
You know, the clients won't notice the difference, but someone looking at the
00:21:13.273 --> 00:21:15.873
checklist who knows what they're looking at will recognize that studio is doing
00:21:15.873 --> 00:21:19.353
some really So I'm going to push back on that. I think the clients really do notice the difference.
00:21:19.613 --> 00:21:23.453
And I think this is the biggest kind of,
00:21:24.392 --> 00:21:30.352
I guess, fear or pushback we sometimes get from studio owners,
00:21:30.612 --> 00:21:35.412
working with them is like, oh, my clients like variety and I don't like to kind
00:21:35.412 --> 00:21:37.312
of tell my instructors, you know, exactly what to do.
00:21:37.412 --> 00:21:40.532
I like to give them, let them be creative and just, you know,
00:21:40.892 --> 00:21:42.192
teach what they want to teach.
00:21:42.332 --> 00:21:47.272
And to that, I say, well, I mean, dear listener, have you ever been to a Pilates class?
00:21:47.632 --> 00:21:49.832
Have you been to more than one Pilates class with different instructors?
00:21:49.972 --> 00:21:51.952
Do you believe that there are different levels of skill?
00:21:52.332 --> 00:21:55.172
Have you ever been to a class that was better or worse? than a different class,
00:21:55.292 --> 00:21:58.912
you know, or do you think like truly every instructor, once they're certified
00:21:58.912 --> 00:22:02.312
is just an identical, you know, clone that produces the exact same quality,
00:22:02.432 --> 00:22:03.392
but it's slightly different flavor.
00:22:03.852 --> 00:22:06.492
You know, of course, of course there are better and worse Pilates instructors.
00:22:06.672 --> 00:22:08.852
I mean, you've had better and worse, you know, chiropractors,
00:22:08.992 --> 00:22:11.712
you know, dentists, lawn care people, mechanics, doctors, you know,
00:22:11.792 --> 00:22:15.052
like there are better and worse, you know, plumbers and, you know,
00:22:15.252 --> 00:22:17.192
of course there are better and worse Pilates instructors.
00:22:17.812 --> 00:22:22.112
And, you know, this is not just a matter of individual taste and preference,
00:22:22.232 --> 00:22:23.552
although that does come into it.
00:22:23.552 --> 00:22:26.472
You know when a plumber comes to fix your sink you know if the tap still leaks
00:22:26.472 --> 00:22:29.432
afterwards like that plumber didn't do a great job right and if
00:22:29.432 --> 00:22:32.152
you go to a pilates class to get stronger more flexible and have fun like if
00:22:32.152 --> 00:22:35.672
those three things don't all occur like objectively that person didn't do a
00:22:35.672 --> 00:22:43.812
great job and so you know if you you know if you if you don't uh if you just
00:22:43.812 --> 00:22:47.932
hire people who are certified and nice people and you don't train them coach
00:22:47.932 --> 00:22:51.032
them and give them you know standards and hold them to those standards,
00:22:51.312 --> 00:22:53.992
you just get random shit, you
00:22:53.992 --> 00:22:57.192
know, people teaching, like you just get the average Pilates instructor.
00:22:57.372 --> 00:23:00.772
Now, some of those people by pure chance might be great and some of them by
00:23:00.772 --> 00:23:02.532
pure chance might be pretty awful.
00:23:03.264 --> 00:23:06.564
And they're going to cluster around a midpoint somewhere. And so the more that
00:23:06.564 --> 00:23:10.024
you do that, the more that you just hire people who are certified and don't
00:23:10.024 --> 00:23:13.084
tell them what to do or how to do it or audit their classes or have a specific
00:23:13.084 --> 00:23:18.004
way that you do things, the more your studio just becomes average and commoditized.
00:23:18.984 --> 00:23:23.904
I mean, these instructors are probably teaching at the studio up the road when
00:23:23.904 --> 00:23:26.664
they're not teaching with you and they're probably teaching the exact same thing
00:23:26.664 --> 00:23:28.524
they teach in your studio at that other studio.
00:23:28.704 --> 00:23:32.544
And so that is the very definition of a commoditized product because the clients
00:23:32.544 --> 00:23:35.284
can go have literally the same class with the same instructor at the other studio.
00:23:35.344 --> 00:23:38.444
And if they're a pound or a dollar or a shekel cheaper than your studio,
00:23:38.584 --> 00:23:39.844
it's like, well, why would they come to your studio?
00:23:40.484 --> 00:23:45.424
So if you have an organizing principle where that instructor comes to your studio
00:23:45.424 --> 00:23:51.084
and teaches your specific style in your specific way, with your specific format,
00:23:51.164 --> 00:23:53.044
your specific level of difficulty, et cetera,
00:23:53.824 --> 00:23:57.144
then they can't, the clients
00:23:57.144 --> 00:23:59.964
can't just go and get that same experience up the
00:23:59.964 --> 00:24:02.804
road at the other studio yeah so let me just catch
00:24:02.804 --> 00:24:05.724
so when i ran on before i guess what i meant was
00:24:05.724 --> 00:24:08.764
that at a to the client to a person who's not super
00:24:08.764 --> 00:24:11.784
nerdy about pilates looking at the checklist they'll
00:24:11.784 --> 00:24:15.004
all include programming they'll all include client connection they'll all include
00:24:15.004 --> 00:24:20.044
studio craft and you know those sorts of overall dimensions yeah but as exactly
00:24:20.044 --> 00:24:25.464
as you say it should be so granular that what happens is the clients get a predictable
00:24:25.464 --> 00:24:29.464
and repeatable experience that differentiates you from other people.
00:24:29.964 --> 00:24:34.244
And, and, and our job and the studio owner's job is to share that with.
00:24:35.064 --> 00:24:40.684
Uh, the instructing team so that they understand and can, and develop the skills
00:24:40.684 --> 00:24:43.884
that align with those granular promises.
00:24:44.304 --> 00:24:47.684
Yeah. And, and, and, you know, when we say differentiate yourself,
00:24:48.084 --> 00:24:51.124
we don't mean by doing like crazy shit that you saw on Instagram,
00:24:51.464 --> 00:24:53.704
you know, or putting in like, you know,
00:24:54.524 --> 00:24:58.024
pediples or chairs or towers or, you know, like, hey, you know,
00:24:58.284 --> 00:25:00.224
doing, hanging the reformers upside down off the ceiling or,
00:25:00.384 --> 00:25:02.324
you know, doing hot reformer.
00:25:02.704 --> 00:25:05.984
That's not what we mean. Those are all firmly in the category of,
00:25:06.084 --> 00:25:07.844
in my opinion, gimmicks. Gimmicks.
00:25:08.558 --> 00:25:13.458
Oh, the pedicle's a gimmick. Oh my God. That's a conversation for another time. Let's bookmark that.
00:25:14.138 --> 00:25:17.618
But what we talk about, what we mean when we say differentiate yourself is differentiate
00:25:17.618 --> 00:25:22.318
yourself in the mind of the client in a way that the client cares about.
00:25:23.118 --> 00:25:26.858
And so what the client cares about is the experience and the results that they
00:25:26.858 --> 00:25:29.738
get. Is it fun? Do they feel welcomed? Do they have friends?
00:25:30.098 --> 00:25:32.378
Do they get stronger, more flexible? Does their back hurt less?
00:25:33.718 --> 00:25:37.058
So is the parking easy? Does the booking system work? All of these things.
00:25:37.318 --> 00:25:40.058
Those are the things. And so if you think about all the businesses that you
00:25:40.058 --> 00:25:42.998
patronize, dear listener, you know, restaurants, you know, which ones do you go to?
00:25:43.098 --> 00:25:45.318
Do you go to the ones with the, you know, the crazy brand of oven?
00:25:45.458 --> 00:25:46.098
No, you don't give a shit.
00:25:46.498 --> 00:25:49.178
You know, you go to the one that brings the food quickly, that you can always
00:25:49.178 --> 00:25:50.818
get a reservation last minute. They're friendly.
00:25:51.058 --> 00:25:55.798
The music's not too loud. You know, you go to the one that does the job of giving
00:25:55.798 --> 00:25:58.538
you a pleasant experience with a nice meal, you know, best, right?
00:25:58.878 --> 00:26:01.958
You don't give a shit about what brand of oven they use. And just the same,
00:26:02.038 --> 00:26:04.578
your clients don't give a shit what brand of reformers you use.
00:26:04.578 --> 00:26:07.618
Um and so you
00:26:07.618 --> 00:26:10.978
know differentiation in the mind of the client is all about them
00:26:10.978 --> 00:26:13.858
having experience and getting results it's not about
00:26:13.858 --> 00:26:16.578
the what equipment you use or what cues you
00:26:16.578 --> 00:26:20.338
use or what you know they don't give a shit about any of that but they do give
00:26:20.338 --> 00:26:23.958
a really give a shit about their experience and their results and the other
00:26:23.958 --> 00:26:28.058
thing is you know the other and the kind of the foundational principle underneath
00:26:28.058 --> 00:26:32.538
this is that quality doesn't happen by itself quality is not the default setting
00:26:32.538 --> 00:26:34.938
I mean, if you've tried to build a business,
00:26:35.118 --> 00:26:38.198
a team, you know, you, you will know that.
00:26:38.358 --> 00:26:41.538
And this is really just comes down to a fundamental law of physics,
00:26:41.698 --> 00:26:43.738
which is that entropy always increases.
00:26:43.878 --> 00:26:47.918
And what that means is by default, shit goes wrong, right?
00:26:48.098 --> 00:26:51.998
You know, the default state, if left to its own devices, you know,
00:26:52.158 --> 00:26:56.118
if you never audit any of your instructor's classes, they're not going to magically
00:26:56.118 --> 00:26:59.938
all be awesome, right? Like the default is they're going to be average.
00:27:01.464 --> 00:27:06.584
And if you do nothing, they will regress towards being average, you know, over time.
00:27:06.764 --> 00:27:12.564
And so you have to constantly fight averageness and drag kicking and screaming to be quality.
00:27:12.864 --> 00:27:17.544
And just to catch this, like in terms of where you started the conversation
00:27:17.544 --> 00:27:21.464
and what we see, is let's be really clear that...
00:27:24.393 --> 00:27:28.493
When we, when we go back to Sally, who's a lovely person, right?
00:27:28.973 --> 00:27:33.273
Saying someone is average as an instructor has nothing to do with what,
00:27:33.473 --> 00:27:35.493
how nice or good a person they are.
00:27:35.673 --> 00:27:39.233
It's based on the metrics of this studio and what we regard as success,
00:27:39.233 --> 00:27:44.893
which includes revenue, retention, et cetera, but also what you're teaching,
00:27:45.093 --> 00:27:48.793
then, then that's what we mean by average.
00:27:48.953 --> 00:27:53.433
And if, and then, and what, what's critically important there is that that doesn't
00:27:53.433 --> 00:27:55.453
make, It's not on Sally, right?
00:27:55.593 --> 00:27:57.913
It's on the organizer.
00:27:58.113 --> 00:28:03.553
It's on the owner and the manager to share what excellence means and to build
00:28:03.553 --> 00:28:06.013
excellence. But why isn't it on Sally?
00:28:06.133 --> 00:28:08.953
Shouldn't Sally want to be the best possible instructor that she can be and
00:28:08.953 --> 00:28:09.833
just figure that out herself?
00:28:12.093 --> 00:28:17.253
Well, maybe she does. But even if she's scouring the internet for excellence
00:28:17.253 --> 00:28:22.693
tools, they'll only have a certain amount of overlap with what excellence within the studio means.
00:28:24.633 --> 00:28:29.553
And one of our current studio mentees had this, um, the insight for her,
00:28:29.673 --> 00:28:32.873
which I keep bringing her back to was when I, when she clicked to this,
00:28:33.053 --> 00:28:36.413
she went, Oh, it's like when my husband comes home and he's been running or
00:28:36.413 --> 00:28:39.333
riding and his shoes are dirty and he wants to walk in.
00:28:39.393 --> 00:28:42.133
And I said, no, you can't come in. I love you, but you're not wearing your shoes inside.
00:28:42.713 --> 00:28:47.073
Right. And that was the, it was like, yeah, great. You can have instructors
00:28:47.073 --> 00:28:49.813
and they can be, you can love them, but they're not coming in unless they're
00:28:49.813 --> 00:28:50.593
wearing the right shoes.
00:28:50.753 --> 00:28:55.653
Right. But if you come into my studio, you're teaching Pilates in the way that we teach Pilates here.
00:28:56.113 --> 00:28:58.393
You can do whatever they want out there. You can teach it any way you like.
00:28:58.553 --> 00:29:01.733
But when you cross the threshold, we have standards and this is what they look like.
00:29:02.293 --> 00:29:05.713
Yeah. And I would also say that, you know, in a perfect world,
00:29:05.913 --> 00:29:07.493
every instructor would, you know.
00:29:08.927 --> 00:29:13.067
Take their shoes off before they come in and, you know, self-educate voraciously
00:29:13.067 --> 00:29:15.307
and, you know, become better and better and better over time.
00:29:15.507 --> 00:29:19.767
And some, you know, they all do to a greater or lesser extent,
00:29:19.967 --> 00:29:23.047
you know, some of them very close to zero, some of them a lot,
00:29:23.067 --> 00:29:28.787
but the ones that are truly in the unicorn category that become amazing, well, guess what?
00:29:29.287 --> 00:29:31.827
Dear listener, if you're a studio owner, they're you, right?
00:29:31.947 --> 00:29:33.827
They open their own freaking studios, right?
00:29:33.927 --> 00:29:36.587
So that person's not working for you teaching your Tuesday night class,
00:29:36.627 --> 00:29:38.047
or if they are, they're not going to be there very long.
00:29:38.567 --> 00:29:41.467
So that person who's just like going to be a hundred percent self-propelled
00:29:41.467 --> 00:29:44.587
and he's going to like fight back the forces of entropy and is going to become
00:29:44.587 --> 00:29:45.747
excellent all on their own.
00:29:45.867 --> 00:29:49.347
It's like, congratulations, they're not going to be with you very long or they're
00:29:49.347 --> 00:29:51.727
never going to work for you in the first place because they already opened their own studio.
00:29:52.047 --> 00:29:58.367
So the people that you get in your studio are the ones who don't have that extra level of.
00:29:59.527 --> 00:30:04.047
Self-directed, you know, excellence, you know, but I think almost by definition now,
00:30:04.047 --> 00:30:06.807
not to cast aspersions on people who work in studios i
00:30:06.807 --> 00:30:09.767
think it's a fine thing and there are some amazing fucking instructors
00:30:09.767 --> 00:30:12.607
who work in studios but i think you know
00:30:12.607 --> 00:30:15.447
by and large my observation is the
00:30:15.447 --> 00:30:18.387
best instructors you know don't stay
00:30:18.387 --> 00:30:21.167
working at you know the local studio for a decade
00:30:21.167 --> 00:30:23.847
and never kind of open their own thing or you know do their own
00:30:23.847 --> 00:30:27.027
you know like they they typically gravitate towards
00:30:27.027 --> 00:30:29.807
starting their own business whether that's one-on-ones from home or opening their
00:30:29.807 --> 00:30:33.367
own studio or whatever it might be yeah i
00:30:33.367 --> 00:30:36.707
think i think one thing that i i broadly
00:30:36.707 --> 00:30:39.647
agree with that but one that i was something that i've seen in our
00:30:39.647 --> 00:30:45.087
industry a lot enough to be notable and worth pointing out is you can have that
00:30:45.087 --> 00:30:49.227
instructor who is oriented towards excellence and self-efficacious about it
00:30:49.227 --> 00:30:55.367
but they've also got other commitments maybe it's family maybe they run another
00:30:55.367 --> 00:30:56.747
business with their partner and they,
00:30:56.747 --> 00:31:00.967
they decided that they want to be the best they can,
00:31:01.187 --> 00:31:03.967
but they, for one reason or another, don't actually want to run their own business.
00:31:04.887 --> 00:31:08.327
And if you get ahold of one of them, hold on with both hands and do not let go.
00:31:11.169 --> 00:31:14.749
Yeah, but I think essentially the more self-efficacious somebody is,
00:31:15.609 --> 00:31:19.229
you know, there's some kind of threshold, but the more self-efficacious,
00:31:19.349 --> 00:31:24.829
the more agency somebody has and the more skillful they become,
00:31:25.009 --> 00:31:27.269
eventually they're going to go, well, hold on, I'm getting paid like 40 bucks
00:31:27.269 --> 00:31:29.089
an hour to teach in this class.
00:31:29.089 --> 00:31:33.089
I could be paid like 160 bucks an hour if I was doing it in my own business
00:31:33.089 --> 00:31:35.649
and, you know, I could do it the way I want it done.
00:31:35.929 --> 00:31:39.189
And so eventually, Dear Studio Owner, that person becomes you, right?
00:31:39.309 --> 00:31:42.629
Because that's what happened with you. and so i think there is a filtering mechanism
00:31:42.629 --> 00:31:45.869
there but you know there are those rare unicorns that like are that person but
00:31:45.869 --> 00:31:49.249
maybe they're in a day job they're a corporate superhero or whatever and they
00:31:49.249 --> 00:31:52.409
just only want to teach four classes a week but they're never going to be the
00:31:52.409 --> 00:31:56.129
stalwarts of your of your schedule you know they're not going to be 20 classes a week for a decade,
00:31:56.609 --> 00:32:01.949
yeah yep yep so all right so sally's been teaching for a couple of years at
00:32:01.949 --> 00:32:06.509
the studio her classes are either not very popular or even worse they're very
00:32:06.509 --> 00:32:12.469
popular um you know and um We've discovered that there's either a lack of alignment
00:32:12.469 --> 00:32:14.229
or a lack of skill or both,
00:32:14.369 --> 00:32:18.549
you know, as evidenced by the numbers, as evidenced by the class audit with
00:32:18.549 --> 00:32:21.989
the checklist that we didn't check off multiple items on the checklist.
00:32:23.829 --> 00:32:27.329
How do we go from like, okay, I've never given you a single word of feedback
00:32:27.329 --> 00:32:31.029
in the three years you've been working here to like, I'm going to start auditing
00:32:31.029 --> 00:32:33.149
your classes and we're going to start working to this checklist.
00:32:33.349 --> 00:32:36.669
You know, how do you go from that, from A to B?
00:32:38.929 --> 00:32:42.549
Uh well that's the i mean it's the at a
00:32:42.549 --> 00:32:48.929
high level the process we go through is by the time we're having that conversation
00:32:48.929 --> 00:32:53.649
you're at a certain point in the stages of a studio um you're doing so many
00:32:53.649 --> 00:33:02.389
things right to have this problem so the first thing is sort of be mindfully celebrate that and then.
00:33:04.940 --> 00:33:09.780
With the studio owner, I'll work with what is it that you want to give to people?
00:33:10.240 --> 00:33:13.440
What's your mission and how does that trickle down? And all of that happens
00:33:13.440 --> 00:33:14.760
long before we talk to the team.
00:33:15.260 --> 00:33:18.920
So then when we do talk to the team, we're sharing, this is the mission,
00:33:19.020 --> 00:33:21.000
this is what we've been doing, and this is the problem we've got,
00:33:21.120 --> 00:33:27.320
i.e. the problem is the business is now at a point where it needs consistency across the classes.
00:33:27.600 --> 00:33:30.760
And we're doing lots of things right, but here are the things we're going to
00:33:30.760 --> 00:33:32.380
do differently slash better.
00:33:32.580 --> 00:33:36.740
And this is what it's going to look like. It's going to be a training process and there'll be.
00:33:37.600 --> 00:33:40.480
Kpis metrics standards quality control call
00:33:40.480 --> 00:33:43.280
it whatever you want it'll be something that means it's not a
00:33:43.280 --> 00:33:46.360
personal thing it's a skill thing yeah we
00:33:46.360 --> 00:33:49.860
take our shoes off before we come in the in the house right and we
00:33:49.860 --> 00:33:52.540
put them by the door in an orderly fashion and we bang the mud off
00:33:52.540 --> 00:33:55.500
when it dries or what you know whatever the the set of behaviors
00:33:55.500 --> 00:33:59.960
are and then just to
00:33:59.960 --> 00:34:03.400
jump in here like most studio owners have kids
00:34:03.400 --> 00:34:06.400
you know if you're in your 40s 50s whatever you
00:34:06.400 --> 00:34:09.580
got kids right you know that kids don't by
00:34:09.580 --> 00:34:12.940
default just grow up you know well behaved and
00:34:12.940 --> 00:34:16.020
organized but you have to like drag them kicking
00:34:16.020 --> 00:34:19.040
and screaming so you know you have to reinforce you know a million billion
00:34:19.040 --> 00:34:21.980
times those behaviors put your shoes away you know tidy your room you
00:34:21.980 --> 00:34:25.080
know put your plate on the sink etc it's like it's no
00:34:25.080 --> 00:34:27.980
different with instructors because instructors you know kids are humans
00:34:27.980 --> 00:34:30.740
instructors are humans and it's like those behaviors are a
00:34:30.740 --> 00:34:33.760
little more pronounced in kids and teenagers but they
00:34:33.760 --> 00:34:38.060
exist in adults as well like we don't you know we're me heath you know dear
00:34:38.060 --> 00:34:41.500
listener yourself everybody we're all lazy you know if we can get away with
00:34:41.500 --> 00:34:44.560
you know having someone else clearing the table and doing the dishes you know
00:34:44.560 --> 00:34:50.520
most of the time we will so you know like you know do you ever you know squabble
00:34:50.520 --> 00:34:52.120
with your partner about how you like the dishwasher.
00:34:52.580 --> 00:34:57.460
Yeah and if we grab that metaphor you you don't you don't expect your child
00:34:57.460 --> 00:35:01.380
to know what a clean kitchen is without teaching them. You don't expect them.
00:35:01.660 --> 00:35:03.960
Well, hopefully, you don't point at their messy room and say,
00:35:04.120 --> 00:35:07.220
clean your room, unless you know they have the skills required to clean the room.
00:35:07.300 --> 00:35:09.700
And if they don't, you go in and you go, okay, where does teddy bear live?
00:35:09.820 --> 00:35:11.720
I don't know. Okay, let's give a teddy bear a home.
00:35:12.080 --> 00:35:16.060
So you've got to build the skills. And so that's the process.
00:35:16.340 --> 00:35:19.720
And so this is what skill is going to look like. We don't expect you to know it all by heart.
00:35:20.060 --> 00:35:23.840
And in our case, we come in and run workshops. We put you in the programs and
00:35:23.840 --> 00:35:25.440
we support you as you develop the skills.
00:35:25.600 --> 00:35:29.800
And then it's a process of, is the person leaning into the feedback or are they
00:35:29.800 --> 00:35:30.960
leaning away from the feedback?
00:35:31.480 --> 00:35:33.940
And just very briefly, because we're just about out of time,
00:35:34.080 --> 00:35:36.260
because I've got to go and talk to some studio owners. Um.
00:35:37.132 --> 00:35:40.052
You know what's what's the what's the
00:35:40.052 --> 00:35:43.072
risk mitigation strategy because a big fear instructor studio owners
00:35:43.072 --> 00:35:45.812
have and it's a realistic fear sometimes is that if you go for
00:35:45.812 --> 00:35:48.992
this kind of big cultural change where it's like okay for years you haven't really
00:35:48.992 --> 00:35:51.792
had any process or feedback or it's just
00:35:51.792 --> 00:35:55.092
been like a free-for-all and now all of a sudden we're going to like okay no
00:35:55.092 --> 00:35:58.212
we're going to this is how we tidy our room this is where teddy lives you know
00:35:58.212 --> 00:36:01.952
like maybe that won't suit sally maybe she just wants to teach the way she just
00:36:01.952 --> 00:36:05.712
wants to teach and she's not interested in learning to do it your way you know
00:36:05.712 --> 00:36:10.512
um so you know what do we what's the basic risk mitigation strategy around that.
00:36:14.132 --> 00:36:14.692
Um
00:36:18.172 --> 00:36:18.732
um
00:36:19.938 --> 00:36:23.698
You go ahead. Yeah. It's a trick question. I mean, I know the answer to that.
00:36:23.778 --> 00:36:24.898
That's kind of more my department.
00:36:25.198 --> 00:36:28.138
But because we coach in tandem, dear listener.
00:36:28.298 --> 00:36:31.578
Heath does most of the Pilates coaching, and I do more of the business and hard
00:36:31.578 --> 00:36:33.938
conversations and getting to know your numbers.
00:36:35.738 --> 00:36:38.218
Well, let me answer because you asked and then you pick up the gap.
00:36:38.498 --> 00:36:42.458
So I mean, I had this conversation today with the studio that one way I explain
00:36:42.458 --> 00:36:45.518
it is if you think of it as a continuum, right?
00:36:45.838 --> 00:36:49.618
At one end, it's this is what we're doing. It has to be done like this by next
00:36:49.618 --> 00:36:51.178
week. And if you don't do it, you're out.
00:36:52.198 --> 00:36:54.318
There's massive risk to that. You could end up with no team.
00:36:54.858 --> 00:36:57.678
At the other end of the continuum, it is, we'd really like you to do this,
00:36:57.778 --> 00:36:59.238
but we're not going to require you to do it.
00:36:59.318 --> 00:37:02.038
And we don't expect you to meet any standards, but hey, here's the programs.
00:37:02.038 --> 00:37:04.918
If you want to join in, be really great if you decided to change the way you're
00:37:04.918 --> 00:37:07.118
doing stuff, but we won't check what you're doing. We'll just trust you.
00:37:07.938 --> 00:37:11.618
Nothing will change. So what we've got to find is the point in the middle of
00:37:11.618 --> 00:37:15.398
that, that the studio feels comfortable with, and that will actually facilitate change.
00:37:15.638 --> 00:37:18.858
And what Raf might be about to say, I don't want to predict this.
00:37:18.858 --> 00:37:20.418
I'll just likely be wrong.
00:37:20.578 --> 00:37:26.898
But what we've found is that if the studio aligns with what Breathe teaches,
00:37:27.118 --> 00:37:29.238
and this would be true for anyone that was coaching and mentoring you,
00:37:29.378 --> 00:37:30.678
if there's that alignment,
00:37:31.038 --> 00:37:37.058
then the more you do things the way we can teach you to based on our evidence
00:37:37.058 --> 00:37:40.098
and experience, the more success you're likely to have.
00:37:40.238 --> 00:37:43.678
Not because the only reason for that is that we've had more experience.
00:37:43.858 --> 00:37:46.778
It's like, you know, we've tested it. We've
00:37:46.778 --> 00:37:50.018
made the mistakes already that's right we've just made a lot of mistakes yeah
00:37:50.018 --> 00:37:52.858
um so yeah i agree with that it's in
00:37:52.858 --> 00:37:55.678
terms of like how you phrase the messaging and the time you give people and the
00:37:55.678 --> 00:37:58.458
the the context you give them and that
00:37:58.458 --> 00:38:02.038
you know the the the opportunity that you give them to think about and be part
00:38:02.038 --> 00:38:04.518
of the process and sort of understand the reasons why and all of that that is
00:38:04.518 --> 00:38:09.118
very important uh but essentially a really powerful lesson that i learned you
00:38:09.118 --> 00:38:14.818
know uh is never have a conversation where there's a risk of somebody leaving
00:38:14.818 --> 00:38:17.498
until you have a plan B in case they leave.
00:38:18.338 --> 00:38:23.898
And so ultimately if Sally doesn't want to teach the way that we're going to start teaching you know.
00:38:24.835 --> 00:38:28.975
You got to be okay, dear listener, with Sally not being on the team six months,
00:38:29.135 --> 00:38:32.035
a year down the track, you know, and that's, that's because you,
00:38:32.155 --> 00:38:35.115
if your goal is to have an aligned team with full classes,
00:38:35.735 --> 00:38:40.215
then there's not a place on the team for somebody who that's not their goal.
00:38:41.015 --> 00:38:43.495
You know, like if you've got someone on the team who's, that's not their goal,
00:38:43.615 --> 00:38:44.815
then you don't have that team.
00:38:45.335 --> 00:38:49.155
Yeah. And that brings us all the way back to what we said at the beginning,
00:38:49.355 --> 00:38:52.435
what Raf just said was, you know, beautifully concise. If you want to have a
00:38:52.435 --> 00:38:55.575
team that's aligned with full classes, these are the steps you're going to take.
00:38:55.695 --> 00:38:56.515
Because you're not going to have
00:38:56.515 --> 00:38:58.715
a team that's aligned with empty classes because you've got no business.
00:38:59.015 --> 00:39:01.155
And you're not going to have a team that's got full classes,
00:39:01.155 --> 00:39:03.295
but it's misaligned because you're still not going to have a business because
00:39:03.295 --> 00:39:08.375
you'll end up in a commodity race and the studio down the road will race you to bankruptcy. Right.
00:39:09.015 --> 00:39:11.955
All right. Well, there's lots more conversations to have around this process,
00:39:12.115 --> 00:39:15.075
but we've got to go because we've both got to go do some coaching.
00:39:15.435 --> 00:39:17.375
Good talk. See you, Raph.