We recently connected with Emily Keiser and have shared our conversation below.
Alright, Emily thanks for taking the time to share your stories and insights with us today. What’s the backstory behind how you came up with the idea for your business?
My business model and niche have been in the works for a long time. I worked in several tri-state studios before launching my own business. During that time, I didn’t just focus on Pilates but also observed and learned as much as I could related to the business side. I realized early on that men were not a focus of their marketing, yet these studio owners complained that they didn’t have enough male clients. They always spoke about how vital this work is for men, but they didn’t speak to them when advertising. I started to sense that this lack of male clients in studios wasn’t just a marketing problem but also revealed how intimidated some Pilates teachers were. I couldn’t understand why some teachers were hesitant to teach men. So, what did I do? I asked my bosses and mentors to give me any new male clients because I wanted to learn what it took to teach men experientially. From the beginning, I learned that there were anatomical differences and subtle variations in movement patterns, but I enjoyed teaching men.
Soon after that, I began specialized training in how to teach all men, including athletes and aging males. I loved teaching men and thought, “Okay, there’s something here. Now, where do I find the rest of the dudes?” I began compiling lists and systems mapping male-dominant professions, and it all started to come together. I began to informally sketch a business plan that included clientele such as first responders, military, athletes, industrial athletes, and serious fitness enthusiasts. I don’t want anyone to think I only limit myself to teaching men because that’s not the case. I teach all people. I just wanted to create a welcoming space for men, free of distractions and the bubbly hot pink atmosphere you see in Pilates-inspired studios. It was then that I realized that creating an environment focused on the Pilates method, without all of the external stimuli of group classes, neon lights, and music, also speaks to those who are on the shy side, perhaps introverted or in the public eye and need a space to have a genuinely private workout.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
After 5 years of doing Classical Pilates as a client, I decided to join a teacher training program. I knew I loved the physical work, and because I’d been an educator, I knew that my instructional principles and skill set would carry over to teaching Pilates. After several years of working for others, I launched my own business and fully immersed myself in supporting my clients and addressing their needs through Classical Pilates. Several things set me apart from other Pilates business owners. Many studio owners are on the brink of closing their doors or experiencing serious financial setbacks in this industry. I can’t speak for them or explain why their client acquisition and retention are so low, but I know we’re at a crucial time in Pilates and business. We’re in the age of social media, collaborations, open and public networking, and trying to get as many clients and customers as possible by any means necessary.
Studio owners copy other studio owners and hire the same influencers to advertise their services; everything is now about likes and follows. My approach is the opposite. I don’t network with everyone who approaches me, I don’t do business with everyone, and I certainly don’t push my name to be everywhere. That breeds desperation and a need to be seen or popular. I don’t need to be seen, nor do most of my clients. My niche works well because I focus on the person in front of me, both their mind and body. I focus on building and developing meaningful relationships with each individual I work with. All my time and efforts support my clients with their goals and give them the private experience they want. I respect all of my clients, especially the ones in the public eye and those in law enforcement who have to keep a very low profile for their safety. They get to work in a confidential location, either in-studio or at home, and for that hour, they get a personalized and private experience.
I’ve certainly taken the road less traveled, but I won’t compromise my integrity for a few extra dollars. I’ve never been a copycat. I don’t do what everyone else is doing because it’s trendy. I stay true to myself and what I know is appreciated by my clients. I’ve been told that I’m crazy for picking a specific niche of people to train, and maybe I am crazy. However, it’s turned out to be a blessing. I learned a long time ago that in business and life, if you’re talking to everyone, you’re talking to no one. There are Pilates studios with thousands upon thousands of followers on social media who are teetering on the edge of failure, and there are others who don’t even bother with social media. They’re some of the most successful people I know. If you’re new to business or the Pilates industry, avoid the hype and do your own thing!
What do you think helped you build your reputation within your market?
Referrals and word of mouth are the most significant contributors to building my reputation. My clients have been loyal advocates of my business from the very beginning. It’s an enormous compliment when new clients say I was recommended by one of my current clients. Since most of my clients are in law enforcement and the media, I take special care of them by ensuring confidentiality and giving them a private experience. There are no walk-ins permitted or other clients present when I’m teaching. My clients know I’m not working with them for clout or to receive social media content in return. Sure, some clients happily offer to be recorded for Instagram, and I take them up on the offer. Still, I never ask people who indicated they want to remain anonymous. When clients request complete privacy, that’s what I give them. I don’t post the studio addresses anywhere, and that information is only available to new clients upon booking their sessions. It’s how I guarantee safety and privacy for all of my clients.
Have any books or other resources had a big impact on you?
I’m a big fan of Ryan Holiday’s books! I read The Daily Stoic every morning before I start my day, it really helps me ground myself and each meditation serves as a reminder that others have been in my position before. Leaders and innovators have existed for centuries, they were all just as human, flawed, and imperfect as I am. Yet, they kept moving forward. Courage is Calling and The Obstacle is the Way are some of Ryan’s best work.
Contact Info:
- Website: https://embolden-pilates.com
- Instagram: @emboldenpilates
- Other: [email protected]
Image Credits
Sergio V Photography – Sergio Villatoro
Instagram: @sergiovphotography