We were lucky to catch up with Roya Siroospour recently and have shared our conversation below.
Hi Roya, thanks for joining us today. How did you come up with the idea for your business?
About 15 years ago, I was working in a corporate gym when I discovered aerial fitness, and I completely fell in love with it. It was so different, so empowering, and I knew right then that I wanted to create a space that brought that magic to more people. I actually wrote my first business plan back then, dreaming of a studio that offered cutting-edge, specialty formats like aerial and bungee. Something fun, inclusive, and welcoming to absolutely everyone.
At the time, I didn’t have the resources to make it happen, so I held onto that dream while continuing to grow in the industry. I launched a fitness concierge business in the meantime, RoyaFit, and built an amazing team. We spent the next 10 years building a strong foundation and then finally, the timing felt right. I had the experience, the network, and the confidence to go for it. And just over a year ago, I opened my dream studio, RF Studios in Miami Beach. It’s been an incredible journey, and I’m so proud of the community we’re building.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I’m very proud of the unique formats we offer, because they make fitness fun and accessible for everyone. It doesn’t matter your age, fitness level, or background—there’s something here for you. Each format has its own benefits, which means we’re able to reach a really wide range of people, including those who may have never felt excited about traditional fitness before.
What truly sets us apart that we create experiences that welcome everybody: those with physical limitations, beginners, seasoned athletes, all genders, and all ages. That sense of inclusivity is at the heart of everything we do.
Along with our daily classes, we also offer red light body contouring, a eucalyptus steam room, private sessions, and specialty formats you won’t find anywhere else. I love seeing people light up when they find something that truly works for them.
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
The way I stay connected with clients and build real loyalty is by truly getting to know them, not just as clients but as people. When someone walks through the door, I pay attention to who they are, what their body needs, what they enjoy, and how they like to move. I even take note of things like their favorite spot in class or the kind of music that lights them up!
Every class I lead is intentionally curated based on who’s in my room. That level of personalization creates a sense of trust and belonging. At the end of the day, it’s about genuinely caring, and people can feel that. That’s what keeps them coming back.
How’d you build such a strong reputation within your market?
I think what’s really helped build my reputation over the last 20 years in Miami Beach is creating fitness and wellness experiences that stick with people. Providing experiences that are fun, meaningful, and unforgettable, whether it’s through movement, music, or simply showing up consistently.
This work is more than just a job—it’s my true passion and purpose. I’m here to deliver wellness in a way that feels healing, energizing, and personal. When someone leaves feeling physically, mentally, emotionally better, that’s the greatest reward for me.
Contact Info:
- Website: https://rfstudiosmiami.com
- Instagram: @RFStudiosMiami
Image Credits
Gina Tomasetti