We recently connected with Esther Mcilvoy and have shared our conversation below.

Esther, looking forward to hearing all of your stories today. Your ability to build a team is often a key determinant of your success as a business owner and so we’d love to get a conversation going with successful entrepreneurs like yourself around what your recruiting process was like -especially early on. How did you build your team?

When I opened Sweat Society, I was introducing two fitness methods that didn’t yet exist in our city. After more than twelve years of teaching high-intensity Pilates, I knew exactly what kind of environment I wanted to create — one where every person who walked through our doors felt seen, known, and supported.

Building the right team was essential to making that mission a reality. After years in the fitness industry and training countless teams at different studios, I’d learned one thing to be absolutely true: you can train a kind, wonderful human to become a great instructor, but you can’t train a great instructor to become a kind, wonderful human.

So when it came time to recruit, I prayed that God would lead me to those kind, wonderful humans who were willing to learn — and that’s exactly what happened. I met future instructors in the most organic ways: a mom at the park, my kids’ soccer coach, even my daughter’s preschool teacher. Each one shared that same warmth and heart I wanted to define Sweat Society. From there, I trained them to be complete, powerhouse instructors — the kind who bring both incredible energy and genuine care into every class.

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 got into the Pilates industry almost twelve years ago in California, where I began working at the first Lagree Method studio in Northern California. Over time, I worked my way up to becoming the head trainer, leading classes and helping train new instructors while maintaining a full teaching schedule. Those years gave me a deep understanding of both the method and the impact that mindful, high-intensity movement can have on people’s lives.

When I moved to Kentucky, I quickly realized that this style of fitness hadn’t yet made its way to Louisville — and that was the spark for opening Sweat Society. Our studio features high-intensity Pilates on the Xformer, which combines the fundamentals of Pilates with the strength-building principles of resistance training, all in a low-impact format.
I also knew from the beginning that I wanted to feature the VersaClimber — a vertical climbing machine that burns nearly twice the calories of running or cycling per minute, while being completely joint-friendly. Together, these two methods create a fitness experience that’s efficient, transformative, and sustainable for every body.W e’re proud to be the only studio in Kentucky offering these unique methods together.

But beyond the workouts themselves, what truly sets Sweat Society apart is our mission: to create a space where every person who walks through our doors feels welcome, seen, and supported. It doesn’t matter your fitness level, background, or what you look like — we’re here to meet you where you are and help you grow stronger, inside and out.

Can you share one of your favorite marketing or sales stories?

Before I ever got into the fitness industry, I had the opportunity to work for Lululemon — and that experience shaped the way I view marketing. I saw firsthand how powerful grassroots marketing can be when it’s rooted in genuine community connection.

One thing I’ve never liked about many fitness franchises is the constant stream of calls, emails, and reminders pushing people to come to class. I knew from the start that I didn’t want that approach for Sweat Society. Instead, I wanted our growth to come from authentic relationships and word of mouth — from people who genuinely love what we do and can’t help but share it.

In fact, I’ve never spent money on traditional marketing. Everything we’ve built has come through organic, grassroots efforts and a focus on creating an incredible client experience. Our studio has been open for almost two years now, and we’ve been profitable since our very first month. To me, that’s proof that when you create a place where people truly feel they belong, they’ll keep coming back — and they’ll bring their friends with them.

We’d love to hear a story of resilience from your journey.

I think if you’re planning to open any business, you’d better have a strong dose of resilience. There are so many things you can’t anticipate until you’re in the thick of it. When I decided to open Sweat Society, I didn’t even own a computer. I built our website myself, managed our social media, and personally trained every instructor on our team. Every challenge became an opportunity — a chance to learn a new skill and be grateful for the growth that came with it.

There were definitely moments that tested me. Our AC went out in the middle of summer, and our heat failed when it was twenty degrees outside. I had to find ways to keep both clients and my team motivated when the conditions were far from ideal. When our VersaClimbers broke down — and the only technicians were all the way in California — I learned how to do electrical and hardware repairs over FaceTime.

Through it all, I kept reminding myself to thank God for every challenge, because I knew each one was shaping me into a more capable, grounded, and resilient leader.

Contact Info:

• Website: https://www.sweatsociety-lou.com/
• Instagram: https://www.instagram.com/sweat.society.louisville/?hl=en
• Facebook: https://www.facebook.com/people/Sweat-Society/61553112714840/?mibextid=LQQJ4d

Image Credits

Seth Snider Photography https://sethsniderphotography.com/