As a former consultant and studio owner, I’ve spent years working in the boutique fitness industry. It’s an exhilarating space—fast-paced, constantly evolving, and full of passion. But let’s be honest: it’s also demanding. Competition is fierce, and it feels like every week, there’s a new studio, a fresh trend, or a flashy concept dying for attention.

I’ve been in meetings where studio owners voice their worries: What if they steal my clients? What if I have to lower my prices? What if I can’t compete? I’ve also had those late-night conversations with Brent (my partner in life and business), asking ourselves those same questions.

But over time, I’ve learned that competition doesn’t diminish your potential—it sharpens it.

Here’s what I’ve learned about thriving in a competitive market—lessons I’ve gathered from working with studio owners as a consultant and from navigating it firsthand alongside my incredible husband, Brent, as owners ourselves:

Find Your “Why”

When competition heats up, it forces you to reflect on what makes your studio unique. I’ve always believed that a strong foundation starts with your “why.” It’s not just about what you offer; it’s about why you do it and how you make people feel.

Brent and I have always built our studios around one core principle: people. Our focus on cultivating meaningful relationships and delivering personalized experiences has been our signature. For many of my clients, the key was digging deep to uncover their unique edge in a crowded market—and owning it unapologetically. What truly matters isn’t the latest equipment or a perfectly curated playlist. It’s about how you make people feel the moment they step through your doors—seen, heard, and supported. That’s what they remember and why they come back.

Collaborate with Your Competition

One of the most transformative lessons I’ve learned (and taught) is that competition isn’t the enemy—it’s an opportunity. Not every client will align with your studio, and that’s okay. Fitness isn’t one-size-fits-all, and the more options people have, the better the overall industry becomes.

I’ve seen studio owners thrive by building relationships with their competitors—referring clients, co-hosting events, or simply sharing insights. When we foster a community of collaboration instead of scarcity, we all win.

This is a lesson that took me a long time to truly embrace. Thankfully, my incredible husband, Brent, has always had an extraordinary ability to lead with empathy. He taught me this firsthand when one of our team members left our studio to open a competing studio in our community. I’ll admit, my initial reaction was to feel hurt and protective, but Brent took a completely different approach. Instead of walking away from the relationship, he leaned in. He mentored this new studio owner even more than before, offering guidance and support during their transition.

Through his actions, Brent showed me the true meaning of ownership—not just ownership of a business but ownership of our role in fostering a thriving, collaborative community. It wasn’t about competing or closing doors; it was about opening them even wider and setting an example of generosity and leadership that elevates the entire industry. That moment changed the way I view competition forever.

Focus on the Client Journey

I always say the client journey is just like dating—because let’s be honest, it really is. That first visit? It’s like a first date. You dress up, put your best foot forward, and hope there’s a spark. But the real magic happens after that first impression. It’s in the follow-up text, the thoughtful little gestures, and the consistency that builds trust and makes someone feel truly valued.

Some of the work I’ve loved most in consulting has been mapping out these moments with studio owners—helping them create systems that turn a first-timer into a loyal advocate who feels like they’ve found their place.

In the studio world, the intro offer might get someone in the door, but it’s what you do after that matters most. Celebrate their wins, check in on their goals, and let them know they’re part of something bigger. The studios that thrive are the ones that make every client feel like they truly matter—because they do.

Diversify Your Offerings

Clients today want more than a workout—they want a wellness experience. I’ve worked with studio owners to integrate multiple modalities, recovery options, or even small touches like a smoothie bar or a cozy lounge space.

Brent and I fully embrace this approach in our studios, continually introducing complementary services to keep clients engaged. This strategy not only creates additional revenue streams but also transforms the studio into a one-stop wellness hub—a place where clients love to linger, connect, and feel part of a vibrant community.

Stay in Your Lane

One of the biggest hurdles I’ve seen is studio owners obsessing over what competitors are doing. In consulting, I worked to shift their focus back to their own business. Comparing yourself to others can be paralyzing; instead, I encouraged my clients to trust their vision and serve their unique audience.

Even when big competitors come into the community—and yes, deep down, there’s always a little fear—we remind ourselves why we’re different. I’ve worked with studio owners to see this as an opportunity, not a threat. Brent and I learned this lesson firsthand when faced with larger competitors. Instead of panicking, we sat down with our team and honed in even more on our “why.” We used these moments to rally, offering additional support to our team and showing them that we were in the trenches together.

We also made it a priority to show compassion to our members who might freeze or cancel their memberships due to the excitement of a “shiny new toy” in town. Rather than reacting out of fear, we stayed focused on our values and our culture, knowing that we had built something irreplaceable. When you build a culture that comes from deep within, it becomes your strongest competitive advantage. Time and time again, we’ve seen members return—not because we tried to outcompete on price or offerings, but because no one else could replicate the sense of belonging we had cultivated.

It’s a lesson I share with every client I’ve worked with: staying focused on your “why” keeps your team aligned, your members supported, and your business thriving—even in the face of new competition.

Sometimes people get distracted by the new, exciting option. But we trusted what we’d built—a culture so deep and authentic that people always came back. You can’t outcompete a foundation built on connection, trust, and a genuine commitment to your community.

Celebrate the Wins

Competition is proof that the fitness industry is alive and thriving. Instead of feeling threatened, I’ve learned to celebrate it. When another studio opens or a new trend takes off, it”s proof that they were in the right place at the right time. When another studio opens nearby or a new trend takes off, it’s not a threat—it’s validation.

Every competitor that enters your market is an opportunity to reflect, refine, and rise. When you stay true to your values, your clients feel it. When you focus on your team, they thrive. And when you trust your “why,” your business doesn’t just survive—it flourishes.

At the end of the day, competition isn’t about taking clients from one another—it’s about serving your community better. It’s about recognizing that each studio has its own unique place and that by working together, we can elevate the industry as a whole.

So if you’re a studio owner worried about the studio across the street, remember this: there’s room for all of us. Your competition isn’t your enemy; it’s your opportunity to rise—and to connect.

I’m rooting for you,
With love and encouragement,
Beth

I’d love to hear your thoughts—how have you navigated competition in your studio or business? What strategies have helped you stay focused on your “why”? Share your experiences, and let’s support each other in building stronger, more connected communities.

Let’s rise together!