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what are studio owners doing wrong
Its been seeing and hearing of so many studios either losing students or losing their business. What are some are studio ownwrs doing wrong?
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51 Replies
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There is no simple answer to this, however this is not untypical of young industries like pole.
In the beginning people who simply have a passion for the purpose find their way into running businesses, the unique nature of the service is enough to bring in customers. As time progresses, their business loses its shiny new appeal, and things mature, they find that it takes more than just passion to run a business. Running and marketing a business is a skill unto itself and it often involves making decisions that run counter to who the business owner is.
Business owners need to understand their value proposition, their market, their services, their limitations, the role their competition plays in the marketplace and many other things in order to stay ahead of the curve and many simply aren't cut out for it.
There is no shame in this, business like pole is a skill unto itself and the great majority lack enough interest to persue it to its end.
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I’m not an owner, but I teach at a studio. What I’ve found is that the beginner students are very excited and coming to classes regularly, but they fizzle as things get harder. They don’t expect inverting to be as difficult as it is, and they’re not fans of doing the strengthening exercises to get the moves like inverts and shoulder mounts. Or, they say they can do it, then kick up into it and get frustrated when they’re corrected and encouraged to use strength instead of momentum.
It’s hard to keep students motivated during that time, and that’s where people tend to drop out from my experience.
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Kenzie – A very common mistake is to setup a progression or culture that you can fail out of. The great majority of participants in any extracurricular activity are merely looking to break up and vary their life a little bit, not become top pole performers.
Try giving people new things to do with what they currently know rather than encouraging them to break into that next move. Routines or variations would be good, keep your customers engaged but don't stress them out too much, they have enough opportunity for failure in the rest of their lives.
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Yeah, I try to add to what they already know. Whenever people come in, I always ask what their goals are whether they want to compete one day, or are looking for fun. I’ve had a bunch of students recently tell me they want to compete one day, and ask about inverting while they’re in their first month. I always try to explain that there’s more to pole than inverting, and they need a solid foundation before moving onto advanced things, but I’ve had students recently who want to skip that middle phase. One woman asked to go upside down in her first class!
There are many amazing pole dancers out there who make everything look super easy, so I think some students don’t realize all the work and training that goes into it.
It’s hard to walk the line of being realistic with people who want to advance as quickly as possible while keeping it fun and attainable. They go on YouTube and show me a video of a move or a combination they want to learn that is far above their current level. I try to modify it or give them strength training things to do to work toward that particular goal, but they give up if they don’t get it right away. I also have students who only stretch once a week and ask why they don’t have their splits after working on it for 1 month.
I guess my frustration comes from a culture where most things are advertised as accelerated and easy. There’s accelerated schooling, pills for fast and easy weight loss, exercise programs that advertise 6 pack abs in 7 minutes, and self help books that can change your life in a month, or get rich quick schemes by helping a Nigerian prince. Pole is old school training, discipline and hard work, and goes against that fast and easy culture.
Of course I’d never say that to my students! I also know this sounds really negative. I taught this morning and had one student who had that attitude so it’s fresh frustration. Her goal is a shoulder mount, but she was only willing to try it twice before she said she was done for the weekend with it. I’m normally much more positive when it comes to teaching!
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Wow that does sound frustrating. I’m guilty of wanting to go crazy when I first started pole too. So you guys think the downfall may start with the student goals and patience?
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Trust me, its a very real frustration in the fitness industry as a whole. Those weight loss gimicks, pills. and promise of quick abs lead people to believe that they can get the body they want with minimal effort in 12 weeks.
People often seem like they only want to hear what they want and not the truth, so as a trainer/nutritionist/fitness instructor… its such a fine line to walk between keeping people coming to classes and training sessions and getting them results/not scaring them because the reality is changing the body is hard work and usually not what the magazines promote.
I always try to educate along with the training but it can be so hard to not get frusterated when there are tons of myths and gimicks all vying for their attention.
On the plus side, being a trainer gives me perspective to know that poling is challenging and will take time, part of the reason i love it so much IS the challenge.
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My studio is doing well. One of the things I feel that has been very helpful is having regular showcases (recitals). It helps to keep the students motivated. It also helps them in their own lives. It takes a ton of courage for many of them to get out there and show their stuff. It helps them to feel good about themselves, to feel like they can do anything.
I straitght up tell my students all the time that pole is about their own personal journey. It's about you feeling good about yourself. It's about actually wanting to get your workout. It's about getting a full body weightlifting and cardio (dancing) workout that's fun!!!! It's about them. That's my motivation for going to work every day. I want to help people feel good about themselves. That's why they keep coming back.
I'm also extremely mindful of the business end of things, and I'm starting off super small…. tiny. It's just me right now. It's important to keep the overhead low!!!!
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Sunshine!!!!!!
Webby hit one very important point, you have to understand your business and business in general to make anything successful. I cannot tell you how many people I have talked to in this industry whose biggest frustration is people not being professional. Look at the pole drama thread that has been going on. How many people have called a studio and not gotten a call back? How many have had classes cancelled on them? How many have been treated poorly when they walked in the door? There are so many that really need to take a class on professionalism and on basic business practices. Even the most water tight business plan can sink if you are unprofessional. -
It's a business! As webby said, the most common problems are business related…and have very little to do with how passionate you are about pole dancing!
You have to be many things…a good pole dancer, a good teacher, and a good business person!!!
So many people walk into a studio, count heads and multiply that by the cost of the class and thing wow…this is a great business to get into. They don't realize the long hours needed each week or that the hours are NOT family friendly since most students want to take classes in the evenings when you want to be home with your family.
They don't realize the cost to running the business…insurance, licensing, equipment, ongoing training for yourself and instructors, accounting and book work, etc…then they complain that these costs are not fair (even though other non-pole businesses have these costs) because they are "just small business owners".
And it's not just specific to pole dancing. The statistics are that out of all new businesses, 80% fail in their first year. Then 80% of the remaining fail in their second year so that only about 4% on average are still open in their third year. This applies to ANY type of business, including pole.
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I just don’t think most people are cut out for owning their own business. Some people think..ohh how fun, ill make my own hours and everyone will pay me “this” and all the classes will be full. If you are not ready for it too be “all consuming,” and take up a portion of your thought processes every waking minute..then it’s not for you. Most people do not want to do that. I wouldn’t have it any other way.
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Chem–yes! I think a lot of people forget the level of professionalism is required in any business, not just pole, and want to have a "fun-only" project. Another topic I have heard come up within studios from friends that attend class is sometimes instructors/owners can become so wrapped up with their own vision that they forget what students are coming to the studio for. Showcases, as Sunshine mentioned, and the challenges that are done on SV seem like an awesome way to keep students engaged 😀
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As a small business owner, my question is often the opposite, “why does anyone STAY in business?” When we are entering our new venture, we are optimistic and energetic, and we need that fuel to push us through the chaos of learning how to be in business. But, after we’ve experienced the complete lifestyle transformation and felt the toll it takes on our families, why do we stay? Once you’ve lost so much of yourself to your dream, losing your business is just numbers on a computer screen, so, why do we stay, what makes us fight so hard to be the 4% who persevere and succeed (depending on your definition of success). As someone who has come close twice to losing her business, I can say there are two reasons I’ve stayed and survived in my industry for 6 years. One is pride. Seriously. At some point I realized I wasn’t working for myself but for the 12 others I employ. Those single moms raising their kids off the income I provide. Those kids needed ME for their food and their school clothes and for their Mommy’s fulfillment and for her pride because she finally worked her way off welfare. That’s huge and hard to walk away from.
The 2nd thing you need to survive is someone strong at home supporting you, your family, and your finances. I thank God every day for my husband’s strength. He suffers too but he does it quietly so he can support me and our household.
If people knew these things before they entered business for themselves, fewer businesses would fail, because fewer people would subject themselves and their loved ones to the pressure of maintaining a dream that has become too much reality. -
I still have my enthusiasm for pole, but unfortunately I have lost my enthusiasm for the studio. While I was traveling, I recently visited a different studio and attended their classes. I was very impressed with the owner's professionalism and business demeanor. She had a plan for the class and her students. In fact, I could tell she has a plan for her business to go places and I believe she will. I don't invert yet and she was adamant about going through a process of steps in order to prevent injury. For example, not kicking into an invert. Additionally, because of her process, planned steps, and teaching methods, I can now comfortably do a headstand.
This all got me thinking because I had a pretty bad injury in the beginning and I was too dumb to realize what was happening until I started watching the videos on this website.
Sigh…I no longer want to attend studio classes watching an instructor figure out what she wants to do the next 45 minutes. This makes me sad because I really loved it there. All I want is education and a plan to progress. I am serious about pole even though I don't plan on competing. It is, however, more than just "play" for me.
The only options for pole where I live are either the studio I was attending or another studio that only has "open pole" two days a week.
I just told my husband last night that I was getting a pole. He doesn't think I have room. It will be tight, but I need lessons with a plan. I will be buying a StudioVeena pole.
So my 2 cents worth "what are studio owners doing wrong?" They don't have a plan.
Thank you Studio Veena for having a plan.
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I'd agree with others, the most likely culprit is people who have no business going into business. 🙂 i.e. they think passion + vision is all they need and the rest will work itself out. Optimism is fine and all, as long as you balance it with realism.
I think one big reason the studio I go to is doing well, and has been doing well for a few years now, is that they offer a whole lot more than pole classes. Of course this makes it frustrating to me as a student sometimes because that means pole has to compete with other things on the schedule, and they keep adding more and more non-pole stuff. But I do think that's why the studio runs as well as it does, because it's not *just* relying on pole students as a source of revenue. That, and the owners clearly have their heads on straight when it comes to running the business.
I'm getting ready to go into business on my own soon too – not pole-related at all, but as a writing consultant & coach – and I tell you what, working at a small business for the last two years with a boss who is VERY transparent about how the business is running, has been hugely educational for me. I wouldn't dream of trying to launch a business without the knowledge I've gained here. I mean, there's a reason that people get master's degrees in business administration – it ain't easy to figure out as you go!
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I stopped going for two reasons– it was a 70-mile drive one-way to get to the nearest studio and the studio started hiring male teachers who had no idea how difficult it can be to build upper body strength. It's very frustrating when they don't know how to teach the moves because they can just do them naturally. There also was not as much a focus on doing things safely as I would like. However, that studio is very successful and has opened a second location, so I might be an odd one for not liking the direction it was going.
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I stopped teaching at the studio I went to because the owner was totally losing her passion for pole and was no longer investing in her business. People who were paying good money to attend were getting ripped off and it was aggravating. I think it is different for every studio but I wish people would just focus on what got them there in the beginning, the love and passion for the sport!
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I think I was really spoiled at my first studio because they REALLY did everything right. Classes were organized, challenging, yet really engaging and fun. I grew as a student and loved every minute. But they made it look effortless on the business side. (Behind the curtain, I'm sure it's uncountable hours of planning and prep).
When I moved to NJ, I got to see a lot of what studios do wrong. Teachers not spotting students for first time invert (true story), no websites and hours of google searching to find a studio on word-of-mouth (little scary), and owners who were either too burned out to teach or made pole into vertical gymnastics bar with no dance whatsoever.
Happily I'm at a good studio now that I think has the potential to be great as they grow. I think there are so many keys to doing it right, but the main one (in every business) is PROFESSIONALISM! People respond to it and will keep coming back for more.
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Yip I agree with many.
IMO, these are the factors that they need to pay attention to:
1. Professionalism
2. Classes should be held striclty according to PDC levels or beginner, intermediate, advanced. Beginners and walk-ins should not be mixed with intermediates/advanced
3. Safe pole practices should be taught. First Aid should be available. Equipment should be in safe condition.
4. Owners/instructors should be qualified in Pole and further educate themselves. They should also be qualified in First Aid.
5. Their should be a clear plan for every class and every level. Routines should be worked into class for every month or 3 months that incorporates the class curriculum.
6. Exams and showcases should be worked in every quarter or twice a year.
7. A good foundation must be laid i.t.o proper Warm-up and Cool down/Stretching
8. Strength training, conditioning, floor work, dancing and pole tricks should all be incorporated in a monthly agenda.
9. Results will motivate people and as for beginners, routines will keep them engaged.
10. Not too many students per class. Instructor must be able to give attention to every student and not just some (the preferred ones)
11. Never share your personal business dilemmas with your students.
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I’m with Write2Pole here… I’ve lost passion for my studio but not pole in general. Planning on buying my own soon so I can go at y own pace and learn myself
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I also agree with a lot of what nataschja said,especially class size. Too many students make it very difficult to get instruction, but it also makes it hard to stay on the pole… Too warm means slippage!! :p
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As far as class size, would you say if a studio has 8 poles having a max of 12 in a beginner class would be too many? I have found mixed results with this at the studio where I teach. sharing poles in intermediate and advanced is obviously not such a good idea, but with beginners I have found that they tend to take breaks and need a breather so sharing isnt so bad. Also, a lot of ladies bring in their friends so they share together. On the other hand I have had ladies come in and see all those other ladies and I think they feel intimidated.
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I’ve been poling for about five months. Here are a few things that will keep me coming back to the studio:
Be professional.
Teach safely–good warm up, stretching and strength techniques.
Teach me at least one new thing each class even if it’s something very small–this is what keeps me coming back.
Ask me my goals with poling, and ask again later because it may change as I progress.
If I have a pole at home, perhaps find out what I’ve been doing at home. I realize my instructor has a teaching plan that progresses in a certain order for a reason, but I have much more time to pole at home and have progressed quite a bit more than she might imagine.
I want to be taught to my skill level, meaning I neither want to hold back others in the class nor do I want to be held back based on my own particular abilities.
I see some studios that have particular schedules such as once a week on the same day of the week for a six-week period. This is too restrictive for my personal schedule and I prefer to be able to come to any pole class on the studio schedule and pick up where I left off.
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Pole is a tough business. Unlike other fitness programs ours is not just a general work out, do what you can program it’s skill based. Each skill will require certain techniques along with strength and flexibility, that means its individual, what you may love to do may be impossible for another due to body type, fitness/flexibility level and let’s not forget fear factor. I’ve had girls with little pole experience (time) and be amazing, working on super mans and Aisha’s because they have a pole at home, YouTube, Veena lessons and in one case had been a gymnastics coach and aerialist for several years. So as a professional I have to decide does this amazing superhuman go to basic classes where she will be bored even though she needs to learn the simple stuff or do I teach her at her skill level and help her accomplish all those crazy inverted combos she’s already working on? She’s also the most advanced student I see and no one is near her trick level…how do,I challenge her and my less experienced students who have more actual time on the pole? It isn’t fair to make her do privates, its not fair to make her take a super basic newbie class, its not fair to,pair her with others who are the most advanced but still below her skill set. It’s an issue. Now, with this story being shared ill say this girl is lovely, I adore her and she has been very supportive of others, she’s humble, she’s very sweet and amazing and the others love to watch her. For this to be the case I had to work really hard around everyone’s feelings to create a super loving environment, which we have. But it’s work and communication, being honest with all of my students about themselves, myself and others.
So,to the op…I think the biggest issue with many companies pole or not, is customer service and honesty. When you begin to think you are the best product for a student instead of adapting your product to the client, issues arise. When an issue arises in a classroom it’s felt by everyone.
I’ve worked for myself and 2 studios. On the business side of things one studio was really cut and dried, I like the owner a lot and I admire her. She had set rules, standards and guidelines for classes, checking in and basically everything. She managed without micromanaging. It was a great studio but a studio that a student would have a difficult time getting really advanced at, like competition advanced. Which is fine for many students but for some they want the tricks and combos. What is good about her system is that its known that she caters to everyday women, its really upfront that this is an empowerment studio. It’s a great product, great service for a great price….but it’s not for everyone.
The other studio I worked at wasn’t as much of a well oiled machine, it was newer. The owner had like 6 jobs which made it hard to connect sometimes and be up to date with what was going on plus it was hard for students to get in touch with her because she was working so much and so hard. The product there was much more trick based which presents a problem to the average person as pole is difficult. It was a multilevel class plan which meant seasoned students might be in a class with first timers making instruction difficult for me as a teacher. I’m not capable of managing that drastic of skill sets, I need everyone to be at least seasone beginners climbing, adept at basic spins and transitions to do multilevel. I helped build this studios program so I can tell you first hand how many times we changed things based on new scenarios that came up. It was a learning experience to see what kind of clients came in, what they wanted, what happened in classes, what rules needed to be made, etc. this studio did a lot of things wrong and had to learn to do them right. I think that’s normal with a new business. They have adapted well and since I left are doing great. I have friends that work there, including the owner, whos been just awesome to me, and it’s turned into a well oiled machine after some internal struggles (me) and many reinventions.
I think most people will do a lot wrong in their first years, because there isn’t a simple equation to pole businesses. It’s a lot of things. It’s reinvention constantly without losing your brand. It’s managing the needs of specific people in a group atmosphere. It’s providing a great atmosphere. No matter how great your pole product is, it’s not for everyone, you’re not for everyone. We’re women and thus tend to people please and take things personally, it’s hard to stay out of drama and not share your hurt feelings when someone goes off somewhere else or opens their own business. Because pole is so vastly different to so many people its a hard business to run. I’d love to have my own space, I’m also afraid of it. Right now I make little money but I can teach small groups and one to one and really cater, I know I won’t be able to as much once I’m back in a studio.
Sorry that’s a book,those are my thoughts, I think it’s tricky. And everyone will have a different perspective on what makes a great studio. I think you just have to build your version of pole, believe in it and hope others drink the koolaid, lol.
One more thought, managing a pole studio is a b!$?! Because you have so many different personalities and vulnerabilities and egos. I know for me as an instructor I am impossible to manage. I do what I like, I teach the way I believe in, I do not like to share how I teach or choreography with other instructors who are not paying for my time, especially when they are less experienced and not certified, not at my level and I can’t learn from them. I don’t want to come up with good ideas for someone else’s business, I am not a team player. I’m insecure, like to compensated for everything I do and am just not a fun business associate because of my issues. I’ve only found one person who could work with me and get me drinking her koolaid, I don’t know how she did it. I liked being on her team and I loved my coworkers to tears. I think it’s because we all loved each other so much and respected each other and worked with each other that it felt like a family. And in the end when I left it was pretty much because I was still on Charley island and feeling commitment phobic. I’m on,y throwing myself under the bus to show that its not just the customer side of things but internal things too and I recognize I can be a nightmare, although I do show up on time and have great retention, lol. In all cases of me leaving studios I’m still friends with the owners and teachers and respect them a lot. I do see how having someone like me is both a benefit and deficit though and can affect a business. You can’t have someone with their own brand that conflicts with yours.
So there are a lot of issues internally and externally that can bring a place down. You need a great team, good service, good product and a lot of koolaid. Oh the people skills needed!
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Amen, Charley and ditto.
Pole is a VERY tough business, a very niche market…and not everyone that tries it will stick with it so there’s the constant attrition factor of students, especially with new instructors that are learning to teach. I was always and still am learning as a teacher, but with more experience my student retention rate was very high.
PS-I am ‘on my own’ now too, Charley, and I totally agree about the compensation and wanting to do things my own way. 🙂
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Well I’m very frustrated at the moment I have been a loyal customer at my pole studio now for a good while and I find it so annoying that we have no heat during the winter term 🙁 I refuse to go to the studio because it’s not healthy to train in a freezing environment. It’s the only one in my area and I have no choice. But one thing I’m happy to say is I’m so glad I found studio veena so I can train from home. As I would like to compete or even teach some day when I’m at a higher level of pole.
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