The Fitcarma Podcast

Hosted by Barry & Shay Kostabi: Brand Strategist + Experience Designer

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Episodes

228

Latest episode

Jul 2026

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About the show

The Fitcarma Podcast is for fitness studio owners who are ready to make the leap from being a business to becoming a brand. Each episode explores what it really takes to build a fitness brand people feel, trust, and choose on purpose: from sharper positioning and stronger messaging to better class experiences, team alignment, and long-term loyalty. If you want to stand out in a crowded market, create a more memorable client experience, and build something people come back to for more than just the workout, this show is for you.

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60 recent

July 30, 2026Episode 2291 hr 17 min

FCM229: The Fitness Industry's Biggest Blind Spot: People (With Jessica H. Maurer)

The fitness industry has never known more about programming, performance, and optimization. So why are so many people still unconvinced that fitness is for them? In this episode, Barry and Shay sit down with 2026 IDEA Fitness Leader of the Year Jessica H. Maurer to examine what our industry keeps missing: the human being in front of us. Together, they unpack why shame may grab attention but fails to create lasting motivation, why enjoyment and challenge are not opposites, and how our obsession with proving that one method is better than another prevents people from finding movement they genuinely love. They also explore why "soft skills" are really power skills, why attention is not retention, and why belonging often matters more than the perfect program, system, or sales funnel. This conversation will challenge the way you market, teach, lead, and measure success. Because the future of fitness will not be built by whoever knows the most about exercise. It will be built by the people who understand people. Connect With Jessica: Website: jhmfitness.com Instagram: @jessicahmaurer LinkedIn: Jessica H. Maurer Speaking and event inquiries: Booking@JessicaHMaurer.com

July 9, 2026Episode 22827 min

FCM228: How To Create Fitness Classes People MUST Come Back For

Why do people stop coming to your fitness studio? It's easy to blame motivation, discipline, busy schedules, streaming workouts, or short attention spans. But what if the real problem is something deeper? In this episode, Shay Kostabi of Fitcarma explores a belief-shifting idea for fitness studio owners, boutique fitness leaders, and group fitness entrepreneurs: People don't come back because they should . They come back because of how the experience made them feel. If you want to create a fitness class people MUST come back for, this video will help you rethink what actually drives retention, loyalty, word of mouth, and long-term client connection. Inside this episode, we cover: • Why the fitness industry has been asking the wrong question • What actually makes a fitness class unforgettable • Why harder, sweatier, more punishing is not the answer • How to create a group fitness experience people want to return to • The role of brand strategy in building a studio people choose beyond the workout • The role of experience design in making clients feel alive, seen, connected, and part of something • How to build a fitness brand that moves people • Why studio systems, standards, and team alignment matter if you want the experience to be consistent This is for you if you're a: - fitness studio owner - boutique fitness owner - Pilates studio owner - group fitness entrepreneur - fitness educator - studio leader trying to improve retention and create a stronger client experience At Fitcarma, we help studio owners build a brand that moves people and design experiences that make people feel something they want to come back for. If you're ready to stop chasing trends and start building a studio experience people talk about, remember, and return to, you're in the right place. Book a free Fit Call: https://fitcarma.com/northstar Subscribe for more on: brand strategy for fitness studios, boutique fitness marketing, experience design, client retention, studio growth, instructor development, and building a fitness business people feel connected to.

June 26, 2026Episode 2271 hr 21 min

FCM227: The Number Nobody Talks About (With Mitch McGinley, Boutique Fitness Broker)

What's the number nobody talks about? For boutique fitness studio owners, it's the sale price. But this episode isn't just for owners preparing to sell. It's for anyone who wants to build a studio that is more valuable, more transferable, and less dependent on them carrying the whole business. Shay and Barry sit down with Mitch McGinley, founder of Boutique Fitness Broker and author of The Number Nobody Talks About: How to Prepare, Price, and Sell Your Boutique Fitness Studio. Mitch helps yoga, Pilates, and boutique fitness studio owners prepare for successful exits. After buying and selling his own yoga studio with his wife Karson, he became the person other studio owners turned to when they were ready to sell. Since then, he has helped close 70+ studio transactions totaling $30M. In this conversation, we talk about what buyers are actually looking for, why owner-dependence creates risk, how systems and team training build confidence, and why a strong brand is not just a marketing asset... it's an operational asset. Whether you want to sell in two years, ten years, or never, this episode will change the way you think about the business you're building. Connect with Mitch or request a free copy of his book while supplies last: Website: https://boutiquefitnessbroker.com/ Email: mitch@boutiquefitnessbroker.com Instagram: https://www.instagram.com/boutiquefitnessbrokers Ready to build a brand and business that can last beyond you? Book a Fit Call with us: https://fitcarma.com/northstar

May 28, 2026Episode 22637 min

FCM226: What Makes Studio Marketing Actually Work (with Zach Mills, ONBRND Marketing)

Most studio owners think they have a marketing problem. But what if the real issue is that your brand story, follow-up systems, and in-studio experience aren't working together? In this episode, we sit down with Zach Mills, founder of ONBRND Marketing, to talk about why ads alone won't fix a broken funnel, how to tell where your leads are actually falling off, and why studios need more than "sweat, burn, results" messaging to stand out. Zach also shares why brand clarity makes marketing easier, how strong systems turn leads into members, and what studio owners should look at before spending another dollar on Meta ads. As part of the Fitcarma family, you can get your first month of marketing management completely free when you mention Fitcarma. Learn more at onbrndmarketing.com . Book a Fit Call with Fitcarma at fitcarma.com/northstar

May 1, 2026Episode 22557 min

FCM225: What If Fitness Had Michelin Stars? (with Jack Thomas, The Fit Guide)

Fitness is changing. Not because there's a hot new workout on the menu, but because people are craving something more meaningful than a class they try once and forget. In this episode, we sit down with Jack Thomas , founder and CEO of The Fit Guide and host of the Five Star Fitness podcast. Imagine if boutique fitness had the equivalent of Michelin stars or Forbes Travel Guide ratings. Not based on hype or follower count, but based on anonymous visits and real standards. That's what Jack is building with The Fit Guide. We talk about why the old definition of excellence has been loud, the hardest workouts, the hottest trainers, the flashiest build-outs, and why the next era is about something deeper: trust, consistency, and an experience people want to come back to and bring their friends into. In this conversation, we zoom out, define the five-star standard, and unpack what it takes to actually deliver it consistently. Reach out to The Fit Guide: team@thefitguide.com

April 4, 202644 min

FCM224: If You Want To Grow... Your Studio Needs This First

In this episode, Shay breaks down the hidden energy leaks that drain trust, culture, consistency, and scalability inside boutique fitness businesses... even the really good ones! From hiring the wrong people for the right reasons, to rushed onboarding, unclear standards, weak internal messaging, and teams with no real path for growth, this episode is a deep dive into what may actually be keeping your studio stuck, strained, or harder to lead than it should be. The answer is not to become more rigid or corporate, but rather, building the kind of foundation that protects the magic, strengthens the team, and allows your business to grow without losing its soul. If your classes are full but things still feel messy behind the scenes, this episode will help you spot the cracks, strengthen the weak spots, and think differently about the systems your business needs next. In this episode, we cover: • why growth often reveals the gaps • the difference between talent and alignment • why onboarding and in-house training matter more than most owners realize • how selective standards erode trust • why your team needs more than tasks, they need language, meaning, and a path • the kinds of systems that support the magic instead of replacing it Ready to assess what may be holding your studio back? Download the Studio Systems Health Check: https://www.fitcarma.com/studiosystems Want support strengthening the foundation of your business? Book a Fit Call: https://fitcarma.com/northstar

October 24, 202524 min

FCM223: Are You Talking to Your Members... or a Mirror?

Your social media feed can be an invitation into your brand world, or a fancy display case. You didn't open a studio to perform. You opened it to help people feel stronger, steadier, more themselves. If your posts impress colleagues but the person walking in after a long day doesn't see themselves in it, something's out of alignment. In this conversation, we put the member back at the center, so your words feel like a welcome, your visuals feel like a promise, and your feed feels like the doorway into a room where they belong. Shout-outs Kink Pilates: @kink_pilates ; @kinkpilates_academy RE:FORM LAB: @reformlabpilates Book a North Star Session fitcarma.com/northstar

September 19, 202533 min

FCM222: Brands That Moves People: Life Time's North Star with Jeff Zwiefel

What does it really take to build a brand that moves people? In this conversation, Jeff Zwiefel ( former President & COO of Life Time) pulls back the curtain on the principles and systems behind one of the most trusted names in fitness. We unpack how a clear North Star , codified standards , and aligned teams create a consistent experience at scale, without losing soul. If you're a studio owner, program director, or instructor leader, this episode is a blueprint: start with purpose, translate it into the way your experience is taught and hosted, build systems for reliability, hire and train for alignment, and innovate only when it serves the mission. Jeff's insights validate everything we teach at Fitcarma about turning brand into an operating system, so your promise is felt in every class, every interaction, every location. What you'll learn Why a North Star is the foundation for scale and trust The tenets of a Life Time–level experience (and how to translate them to any size studio) How standards, training, and culture make consistency teachable What "innovation with integrity" looks like (evolve without diluting your identity) Discover your North Star Ready to lead with clarity? Apply for a North Star Brand Strategy Session with Fitcarma and turn these principles into your playbook: fitcarma.com/northstar . Build a brand that moves people, and give your team the structure to deliver it every day.

July 11, 202548 min

FCM221: Scaling with Soul: How to Build a Team That Rocks Your Brand Vision

You've built something powerful. An experience your community loves. But behind the scenes, you're wearing too many hats, struggling to replicate the magic, and wondering how to get your team to carry the brand with the same heart you do. Sound familiar? In this episode, we unpack the real reasons team buy-in feels so hard, and what actually works when you're trying to scale your studio without losing the soul of what makes it special. We'll walk you through: - Why instructors sometimes resist feedback (and how to shift it) - What buy-in really means (and how to earn it) - How to create brand-aligned guardrails without stifling creativity - Why clear identity and values must come before systems - How to build something scalable (without being in the room) Whether you're opening your third location or just tired of doing everything yourself, this episode will help you take the next step with clarity, confidence, and soul. Want something you can use right now to support your team's growth and alignment? Grab the 360 Performance Review Toolkit : your go-to resource for leading effective, empowering reviews that actually move the needle. It's packed with: -Clear review structures -Customizable templates -Goal-setting & growth tools -Conversation scripts & best practices Plus: -Check out the 10-minute companion episode on Off the Mic for quick wins and action steps. - And if you purchase before the end of summer, you'll also get the Workshop Magic Toolkit : ice breakers and team-building exercises to make trainings more fun, bonding, and impactful. GET IT NOW: grab it now and start creating the shift your studio needs. Want help defining your brand's story, message, and mission? Book a North Star Session : https://fitcarma.com/northstar Want your team to deliver your brand experience every time? Explore Shay's Playbook Services : https://www.fitcarma.com/workwithus — Subscribe, tag us with your takeaways, and share this episode with your leadership team. You don't have to carry it all alone, and you shouldn't.

June 21, 2025Episode 2201 hr 1 min

FCM220: The Rhythm Remembers: Music as Medicine for Movement, Mood, and Meaning with Emma Marshall

What if music isn't just a good playlist in your classes, but the most powerful tool you have to transform how your clients feel, heal, and remember your brand? In this unforgettable episode of the Fitcarma Podcast, we sit down with Emma Marshall , researcher, educator, and author of Music is Medicine , to explore the deep, untapped potential of music as a tool for nervous system regulation, emotional imprinting, and embodied experience. Emma's story begins with a collapse—burnout, illness, and a body that wouldn't respond to words. What brought her back was rhythm, movement, basslines, repetition, and dance. Her work now bridges global sound traditions, neuroscience, and somatic healing to show us how music isn't entertainment. It's technology for healing, connection, and community. Whether you're a studio owner, creative director, or fitness leader, this conversation will reframe how you think about music inside your brand experience. We discuss: Why your playlists might be overstimulating your clients instead of regulating them The key moments in a class where music can shift emotional states How rhythm creates memory, loyalty, and trust in your brand Why reclaiming ritual in group fitness may be the future of retention How to lead your team toward more intentional, immersive experiences If you care about client retention, emotional resonance, and becoming a studio people don't just attend but truly feel, this is a must-listen. 🔗 Connect with Emma Marshall Website: https://mimhq.co.uk Book: Music is Medicine on Amazon 💫 Want to align your message, your product, and your team? Book a North Star Brand Strategy Session with us: 👉 https://signup.fitnesscareermastery.com/northstar/