The Spring Collective share their secrets to success for aspiring Pilates instructors and studio owners

Husband and wife duo, Dan and Jaime, co-founded The Spring Collective Pilates studios, going on to open four successful studios within their first five years in business.

The couple’s backgrounds in corporate fitness conglomerates, along with their individual strengths and their lasting relationship, have been pivotal to their growth. But so has their commitment to prioritising their clients’ needs, finding the right staff who align with their values and culture, and making everyone feel welcomed and included at all times across each of their studios.

Dan and Jaime joined our general manager, Alex Hall, in our second episode of our Pilates Pillow Talk webinar series to share their biggest learnings, insights and advice for anyone aspiring to create their own career in the Pilates industry, or open their own studio or business in the future. We’ve wrapped up the key lessons and takeaways from this inspiring conversation.

Did you miss the webinar? Watch it here!

How they met and decided to launch their own business…

The pair originally met while working at Virgin Active.

“We sort of fell into a relationship, and the rest is history! Four studios, two kids, and a dog later - and we’re still going!” Dan told us.

Both Dan and Jaime had worked at Virgin Active for a long time, and eventually their children got older and Jaime moved away from the high-energy Les Mills class styles she’d been instructing for a long time.

“I found Pilates and loved it. It took some time for me to have the confidence to step away from a big brand like Virgin, where your clients are just given to you,” she said.

Jaime had the idea to open her own studio, and got Dan involved in the business side of things, capitalising on his skills and experience in this area. While both Jaime and Dan were hestiant about leaving the security and regular pay check of their existing roles behind, they also recognised that doing so could be far more lucrative and financially rewarding in the long-term - if it were successful. 

“I look at the model, and the model says that’s the most we can ever pay someone in a “big box” health club to teach a Pilates class. So if you want to earn more you have to go and open your own studio,” Dan said.

Jaime took a long time to feel ready, but eventually decided she wanted to take the leap.

“She found the space, and had been sitting on the name for a long time, and then it all sort of came together! And away we went!” Dan shared.

Jaime added, “Once we made the final decision to do it, it was reasonably easy. Making that first decision was the hardest part. To leave the security behind can be scary, of course, but it’s been good!”

Leveraging your strengths

While Jaime’s strength lies in teaching and helping people move and feel better about themselves, Dan’s expertise lies in the business side of things. While their complementary combination of skills made them confident the business should work, it’s taken constant effort and commitment.

“We’ve got four studios, but they’re small. And all the modelling says Pilates reformer businesses are the most inefficient choice of group fitness you could possibly go with. Because a reformer bed takes up so much space, trainers usually cost more because they’re highly qualified,” Dan explained.

For him, that informs the numbers side of the business. “What do you need to charge? Where do you need to put [the studio] so you can charge that amount of money? What do you need to build so that those people willing to spend that amount of money are attracted to your brand and the people in it? All this sort of stuff comes together, but it is small business so it’s a constant grind,” Dan detailed his thought process.

He said that when things are going well, it’s great. But when things are difficult, it’s “really difficult”. As with any small business, it requires hard work and dedication, and capitalising on the strengths you have, while working with others to fill any gaps.

“You’re stepping completely away from any security, there’s no pay check coming in, there’s no one paying your annual leave and sick leave - it’s all managed by yourself. If you don’t get it right, it can be problematic,” Dan said.

He shared that their choice of studio model made some of these factors more difficult than alternative business structures may have been. For example, an at-home studio would make a more economical business opportunity for an aspiring studio owner, with fewer outgoings to cover, and a different business model entirely.

But for Dan and Jaime, they believed their backgrounds, experience and skills would allow them to create an environment that people loved coming to.

The importance of having a strong vision and mission

One of the keys to The Spring Collective’s success has been their commitment to their mission: to create enjoyable, inclusive spaces for all. Acknowledging that trying out Pilates for the first time, or going into a new space, can lead to apprehension or nervousness for many people, they were determined to make every feel welcomed and comfortable in their studios.

“We wanted to make everyone feel comfortable. Both doors of our studio are always open, we’ll always use people’s names… People come to our studio and we remember them, we nurture them and we make them feel special. It’s not a ‘come in, do a class, and then leave’ kind of place. Those studios have their place, absolutely, but that’s not the direction we wanted to go in,” Jaime said.

This point of difference is something she ingrains in all her staff too.

“I always remind the staff that it takes a lot of effort for people to get out of bed and come to a class, or to show up or change their day or make time to be there. It doesn’t matter if they’re not the best in the room, you’ve got to make them feel like they are. Because just getting there is a massive deal for a lot of people - especially now with the juggle everyone has in their everyday lives,” she added.

The emphasis on the client experience and comfort has been a key differentiator setting The Spring Collective apart in the Pilates industry.

Consider culture from every angle

The couple’s dedication to their clients is mirrored in their commitment to their staff, and to creating a positive culture and work environment for everyone to enjoy coming to.

Dan said, “We wanted to create a space where our staff loved coming to work. We encourage them to treat it like home and build genuine relationships with clients.”

“It’s about just being you. 100% completely you. Build genuine, real relationships. Jaime does most of the recruiting for staff, and one of the things she looks for is not who’s going to fit from an aesthetic point of view, but it’s about who has genuine care for the people around them… as opposed to being transactional,” Dan explained.

“It’s like the old saying, ‘People don’t remember what you do, they remember what you made them feel.’ You can have the fanciest flow in the world but unless you make them feel good, the connection isn’t going to be there, they’re not going to feel like they want to come back,” Jaime added.

She prioritises making people feel “welcomed, worked, and like they’re not just a number.”

Learning from past experiences

Both Dan and Jaime credit their experiences in the fitness industry as teaching them many valuable lessons about business.

Working in large businesses taught Dan the importance of rigour, and of knowing exactly who your customer and brand are.

He said that, while red tape means things happen slowly in large companies, working in a small business requires things to be fixed quickly, and decisions to be made more strategically about which actions are necessary or not. This has included taking cost-saving measures where possible and appropriate, for example choosing art from a friend, rather than an expensive dealer.

The importance of innovation and knowing your customer

While The Spring Collective started off offering Reformer Pilates exclusively, they decided to add hot mat Pilates next. This was the perfect marrying of the pair knowing their client base really well, and staying on top of innovation and demand in the fitness and Pilates industry.

Dan ran into some friends coming from a hot Pilates class, who explained they drove 25 minutes each way to do the class three times per week. He recognised the commitment this required, and realised this was a huge opportunity for The Spring Collective to tap into early and capitalise on - as it wasn’t commonly available in Australia at the time.

Simultaneously, the pandemic saw the shop next to their Seaforth studio closing down - which gave Jaime the idea to lease out the space and try introducing the Hot Mat Pilates classes there.

“We talked about it and the space is tiny, it only fits 8 people, but it’s the most successful studio we’ve ever opened,” Jaime told us.

She said that, while regular mat Pilates can be hard to create demand for, given the cost (and popularity!) of a Reformer class is similar and easier for people to justify paying, the infrared element of their Hot Mat classes has been incredibly popular and successful.

They’ve since added yoga to their class offering, which has taken time to grow and be adopted by their client base.

“We’ve got really good yoga instructors, but because we were a Pilates studio offering yoga it takes longer to grow. But now people just love it, it’s so good,” Jaime said.

“The class is only as good as the person out the front makes it through connection and programming. And the people out the front teaching the classes are excellent,” Dan added.

Why you need to hire the best Pilates instructors (and how to be one of them!)

With Jaime primarily responsible for staff hiring and training, she doesn’t expect her instructors to teach in the same way she does, but she does expect them to share her passion for teaching.

“It’s the connection, and the investment the staff put into people that’s important. Things like are they using names, making sure everyone feels included, are they modifying when needed, are they aware when people are having an off day, are they aware it’s all about the client? It’s about the energy. I can teach them how to flow it together, but the energy… you can’t teach that,” Jaime said.

While Jaime initially tried to be accommodating of her instructors’ needs when hiring, she’s now become more definitive about what they expect and look for from their staff.

“I like people to be really upfront and honest. The people that are the most successful [in approaching us for a job] are the ones that don’t expect anything handed on a plate. We’ve got people who will become members and ask to go on our cover list. There’s no expectation there, you can see they’re hungry for it,” Jaime said.

“If you’re not the right fit now then maybe you will be one day,” she added.

While they emphasise a strong work ethic, The Spring Collective also value variety in their instructors’ backgrounds in the industry.

“The most successful instructors we have have quite a diverse background in exercise prescription. They’re not just Pilates instructors. And what it gives them is an understanding of how far they can push a client, and when not to and when to pull back… On the fly they’re changing 90% of their class based on a few injuries, or how people are feeling, or if something’s happened. That’s a real skill,” Dan said.

Jaime added that, if you don’t already have that background or experience, you can achieve it from going to other studios and trying different things regularly.

“I do it all the time - things like spin, Bikram yoga, F45. You always take something - it might be the way a trainer delivers one cue. I learn something at every single studio I go to, in every single class. If you just stay within Pilates it’s very limiting. Get out there, it’s great! There are always different ways,” she said.

The difficulty of maintaining boundaries between work and personal life

Both Dan and Jaime admit that maintaining boundaries between their work and home life is the hardest part of being in business together.

“We’ve gotten better as the years have progressed. You just have to say at a certain time ‘Work’s done now’,” Jaime said.

Dan believes that managing different parts of the business and staying in their own lanes has helped them maintain the strength of their relationship over the last five years.

And both acknowledge that, while the lines can be blurred at times, there are many benefits to having your own business in Pilates.

“When the cons are starting to show through, we put the brakes on and come back to reality. And ask ‘What’s this all about?’ But there are pros too - like flexibility in your life, with your duties and other things you want to do,” Dan said.

The key pieces of advice any aspiring studio owner or Pilates instructor can take away from Dan and Jaime’s experience and success are:

• The importance of passion. If you’re transitioning from a secure job and income to running your own studio, you need the courage and commitment it requires to persevere through the inevitable challenges and obstacles along the way. Let your passion drive you and keep you dedicated to your goals.
  
  
• Embrace innovation and be willing to adapt. Seize opportunities and stay on top of trends, changes, and demand in the industry. Recognise the importance of learning from others - other instructors, studios, types of movement - and continually focus on creating new experiences targeted specifically to your client base.
  
  
• Know your customer! As above, it’s important to ensure you know exactly the kind of client you want to attract to your business. From there, you can determine pricing, product (or class style/structure), location etc - all based off your desired client.
  
  
• Differentiate yourself or your business. In a booming industry, setting yourself apart is essential for success. For The Spring Collective, their welcoming and inclusive culture and mission has made their studios a place where clients feel valued, supported and encouraged to return time and time again. Their innovative class offerings (such as Hot Mat Pilates) also helps distinguish them from competitors.
  
  
• Find the right staff and instructors. Finding people who share your values and your passion for helping others and for movement is crucial. Their energy and dedication will be felt by clients, and will hugely contribute to your potential success.
  
  
• Create a positive environment. For both staff and clients, to ensure people want to come back time and time again. And encourage everyone to show up as their most authentic selves, knowing they’ll always be welcomed and embraced for who they are.

You can keep up to date with Dan and Jaime, and The Spring Collective, on Instagram at @thespringcollectivepilates 

Want to put their practical advice into action, and finally commit to the career in Pilates you’ve been dreaming of? Enrol in our APPI Pilates Instructor Certification today, and begin working towards your own flexible, fulfilling, rewarding career in the industry today.

Or, for more information on our Certification, the different course formats we offer, and any other questions you have, book a free chat with our course experts now!