The Candid Manager
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| Maureen Wilson | |
| Owner | |
| Sweat Co. Workout Studios | |
| Vancouver, B.C. | |
How did you become a fitness club owner?
In the early 80s, I took my first Jane Fonda-inspired fitness class and I was hooked! Soon I was teaching 10 to 15 classes per week and managing a dance/fitness studio. I loved how fitness brought people together in such a healthy, fun way and I knew I wanted to devote myself to it full-time. Sweat Co. opened in February 1984. I started small with 1,500 square feet and financed it using a personal line of credit and small loans form family members. I was naïve and had no idea how expensive it could be to open a business – it took two months before I could afford to put in the showers! Thankfully, students form the studio I had managed (it was closing when I left) came on opening day. The business was easily managed (I taught 70% of the classes and worked the front desk), and it gave me a chance to learn about finance and staff management. A few years later a 1,500 square feet personal training studio was added. The studio moved in 1998 and expanded by another 3,000 square feet to include a Pilates and spin studio.
What’s the biggest mistake you’ve made?
Not paying myself a decent wage early on! Everything I read told me that this should be the first priority, but I thought the new treadmill or computer was more important. I now do business consulting with new fitness business owners and I encourage them to learn from my mistakes. Be realistic about how much income you need monthly to pay your own bills. Add your income to the business plan, and always pay yourself. If your personal finances are a mess, you won’t be able to manage your business effectively.
What has been your most successful marketing campaign?
We don’t really have a marketing campaign as such. Our best marketing tool is our clients.
Many of them own their own businesses or work in the media or show business. They include us in their fundraising silent auctions, newspapers and magazine stories and at their high profile events. It gives us lots of exposure without spending money on expensive ads or marketing. Instead, I spend the budget on improving equipment and paying great staff to take care of our clients.
What sets your club apart from your competition?
I spent years in dance studios and I loved the brick walls, wood floors and overall warm feeling. I wanted to create that same feeling of “home.” The first studio was an older heritage building that had that style already built-in. Our current location had zero character, so I bought architectural pieces from demolition yards: old French doors, funky leaded windows, old wood floors and vintage bricks. Bricklayers came in and created an authentic brick wall.
What have you discovered to be the keys to effective leadership?
Staying calm under pressure, listening, learning and inspiring team spirit.
What’s your best piece of advice for new fitness club owners?
Take a small business course to help you write a business plan. I have seen so many fitness studios open with a bang and then fizzle in two years or less. Read everything you can about business, finances and staff management. I still read all the latest books on business and spend time each day reading trade magazines and newsletters. You can never know too much about business. Be open to new ideas.
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