Alright – so today we’ve got the honor of introducing you to Ida Keshishyan. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Ida , thanks for joining us today. What’s the backstory behind how you came up with the idea for your business?

It was 2018 and I was at a crossroads in my life. I needed to make some solid, long-term decisions. I knew I wanted to open my own business and set roots in LA. I would go to my neighborhood coffee shop with my laptop and brainstorm. One day, as I was leaving the coffee shop to head back home, I noticed that there was a vacant space next door. I looked inside and tried to imagine what activity would fit the space. At this point, I had been considering three options – a dance studio, a meditation space, or a Pilates studio. The long rectangular space seemed perfect for Pilates reformers. I had been very inspired by the historic brick buildings in Pasadena. The architecture of the city was a big motivating piece to my desire for a brick-and-mortar business. I called the number on the for-lease sign. They asked me what business I was interested in opening, and when I told them a Pilates studio, they said that they were actually looking to add Pilates to the building. It kind of all flowed and fit perfectly from there.

Ida , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I got into Pilates in my 20s because of my dance background. Many dancers use Pilates as a form of conditioning. I instantly fell in love with it and knew it was a movement form I wanted to do long-term for my well-being. Honestly, I never thought I would open a Pilates studio. My plan was to get a PhD in Dance Anthropology and teach at a University level. I also had the dream of doing fieldwork research on this subject. But life happened and by the time I was done with my Masters program, I knew I wanted to start a family. I couldn’t see taking my kids on fieldwork with me so I decided I needed something more practical.
Opening a Pilates studio has been a dream come true I didn’t know I had. Every aspect of the role feels like I was made for it. Even though it wasn’t a clear road that led me here, I’m really happy with where I am.

Pilates is so much more than exercise. It offers mental clarity, emotional healing, and even spiritual connection. The breath and focus that is required when practicing Pilates, help to ground people. They leave class lighter and happier. It’s a movement practice for life. That is why it has been so popular for years and continues to grow. It’s not a fad. It has real, lasting value.

Can you tell us about what’s worked well for you in terms of growing your clientele?

One of the most important philosophies that has grown our clientele is being fully genuine with them. For us, this means we don’t have sales goals. We don’t ever push memberships. Personally, I don’t enjoy sales and don’t believe it comes off as genuine when a potential client feels like they are being pitched to. Our focus is on providing a beautiful and warm environment and teaching high-quality classes. If people feel that our studio is the right place for them, they will come back. There is a kind of surrender and trust in this perspective that I continuously align with and encourage our staff to maintain as well. You have to believe that there is enough out there for everyone. Even more so, you have to believe in unlimited abundance.

How’d you build such a strong reputation within your market?

I think relationships are everything. This work requires a love for people and interaction. There’s a lot of inner work that has to be done before getting into a profession like this. Being able to understand that people are coming from all kinds of life situations, and being grounded enough to hold space for them. We know almost every client’s name, and we have built so many sweet relationships. Building these connections makes clients feel at home. That is important for us. I grew up in a culture that really values hospitality. The studio is my second home so when anyone walks in, I feel a deep sense of hospitality toward them. There’s so much genuine love here.

Contact Info:

• Website: https://www.bepilatespasadena.com
• Instagram: @bepilatespasadena
• Yelp: Be Pilates

Image Credits

Personal/Feature photo: Nare Photography LA
Additional photos: Emily Devine