We were lucky to catch up with Samantha Luis recently and have shared our conversation below.

Samantha , looking forward to hearing all of your stories today. Can you talk to us about a risk you’ve taken – walk us through the story?

Opening a Pilates studio during the COVID-19 pandemic was a journey filled with uncertainty, challenges, and ultimately, triumph. It was a dream I had nurtured for years, and despite the daunting circumstances, I decided to take the plunge. Here’s my story:

I had been a Pilates enthusiast for a while and my passion for this form of exercise only grew stronger as my personal health issues with my spine improved. Before the pandemic hit, I had been working in the fitness industry for some time and had the idea of opening my own Pilates studio. I knew that Pilates offered numerous physical and mental health benefits, and I wanted to create a space where people could find solace, wellness, and a sense of community. For a lot of my clients, Pilates a few times a week was their only form of movement and once the pandemic hit and we closed – it set a lot of people back physically and emotionally.

The notion of opening a Pilates studio during a pandemic might have appeared audacious to some, but I’ve always been guided by intuition, and at that juncture, every decision I made felt imbued with a sense of destiny. The first challenge was dealing with the overwhelming uncertainty of the situation. COVID-19 had thrown the entire world into turmoil, and the fitness industry was no exception. I knew that opening a studio during a pandemic was a considerable risk, but I believed in the power of Pilates to transform lives, as I had lived it myself, and wanted to provide a safe and supportive environment for people to exercise.

The cardinal concern was the welfare of our cherished clients and dedicated staff. I dedicated countless hours to researching, refining, and enforcing stringent health and safety protocols. These encompassed meticulous sanitation rituals, the provision of private sessions to ensure client comfort and safety, and the relocation of our studio to a more capacious, well-ventilated space, replete with natural light streaming through expansive sliding doors. My existing loyal clientele was invaluable, and I was fortunate to maintain their trust and loyalty even during the challenging transition.

The first few months, as with any new business, were financially challenging, but with determination and the ongoing support from my husband and boys and hard work, our studio began to gain traction. Clients started returning, new ones joined, and the sense of community in our studio grew stronger. Word of mouth became our biggest ally, as satisfied clients recommended us to their friends and family.

Opening a Pilates studio during COVID-19 was undoubtedly one of the most challenging experiences of my life. It demanded tenacity, adaptability, and an unshakeable faith in the transformative magic of Pilates. Despite the hurdles, I stand proud of what our studio has blossomed into—a bastion of wellness, resilience, and hope during these uncertain times. The journey was tough, but it was worth every step, and I’m excited to continue helping people on their path to health and happiness.

Samantha , 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 was born and raised in Johannesburg, South Africa, where the rhythm of life was set by the clinking of plates and the hum of conversation in my parents’ restaurant. I practically grew up in the kitchen, hiding under tables, and even nodding off next to live bands. Those early years immersed in the culinary world were a formative experience, and it was there that I fell in love with the magic of cooking. My mother, a self-taught chef, was a culinary inspiration to me, and I decided to follow in her footsteps by pursuing a career as a chef.

My culinary journey began with my first job at the Orient Express Hotel Group. It was a bustling environment, and I learned the hustle and bustle of the restaurant industry. My passion for food and my longing for adventure eventually led me to Vancouver, Canada, where I joined an inspiring team at a restaurant called Cioppinos in the vibrant neighborhood of Yaletown. Working there was an incredible experience, and I had the privilege of learning from the remarkable owner and chef, Pino. However, the long hours and constant standing started taking a toll on my back, resulting in persistent backaches.

Concerned about my health, I consulted with specialists, and the prognosis was grim. I was told that if I didn’t make a change and stop standing for long hours, I might not be able to walk by the time I reached 40. A career change was inevitable. Figuring out where this path would lead, my husband and I had decided to relocate to San Diego, California. Before I knew it, we were in the midst of having kids and I was fortunate to have my most rewarding job of all—being a mom to my four wonderful boys. However, my back issues continued to worsen. After seeking medical advice, I learned that I had a bulged disc, degenerative disc disease, and had already lost three discs. Furthermore, I discovered that a childhood injury had left me with a fractured tailbone and some missing spinous processes on certain vertebrae.

The pain became unbearable, and I was desperate for a solution. It was by chance that a friend suggested trying Pilates. I was intrigued but unfamiliar with it at the time. I took the plunge, found a Pilates studio, and started practicing. To my delight, I fell in love with Pilates, and as I delved deeper into it, I realized that this was something I wanted to do for the rest of my life. I decided to become certified in Pilates and, as I dedicated myself to it, I gradually began to experience less back pain and fewer episodes of immobility.

After about a year of fully immersing myself into Pilates, I woke up one morning and had an epiphany: I was completely pain-free! It was an astonishing revelation and a feeling I had not experienced for a long time. Pain is definitely something that can affect your mental health and wellbeing. I knew I had to share this newfound wellness with others and help them experience the same transformation. I started my journey in Malibu, working at a small Pilates studio. Slowly, I built a clientele of people who felt better and discovered the incredible benefits of Pilates for themselves.

My path eventually led me to the purchase of my studio today, where I now have the privilege of sharing a beautiful space with a remarkable community of extraordinary people in Malibu. Recently, I discovered the GYROTONIC® Method, which I believe complements Pilates perfectly in our quest for healthier spines. I’m thrilled to offer this method at our studio, as it aligns with my passion for helping others achieve pain-free living through movement and holistic well-being.

Any advice for growing your clientele? What’s been most effective for you?

I think one of the most effective strategies for growing clientele is consistency in the quality of instruction and the overall experience. When they know what to expect from each class, they are more likely to feel comfortable and trust your studio. This trust can lead to client loyalty and positive word-of-mouth referrals. Good instruction is the foundation of any successful fitness studio. Clients want to know that they receive the full benefits of Pilates, reducing the risk of injury and maximizing results. Our skilled instructors create a positive and motivating environment that keep clients coming back.

I am so proud to have a cohesive team that consistently delivers the same high-quality instruction to building a strong reputation. Regular team meetings, ongoing training, and clear communication ensure that all our instructors at Bulates are on the same page regarding class standards, safety protocols, and client expectations. I encourage open communication with clients and collect feedback regularly to understand their needs, preferences, and areas for improvement. With their feedback I always try and make necessary adjustments and enhancements to our classes and services.

My dreams of creating a community and welcoming space deepens, with authenticity, creativity, and shared experiences. By honoring consistency, nurturing our client’s growth, our instructors’ growth, and weaving a tight-knit tribe, the studio has become a sacred space that beckons not just new souls but keeps clients enchanted for the long journey, creating a thriving, loyal tribe.

Where do you think you get most of your clients from?

When it comes to attracting new clients to our Pilates and Gyrotonic studio, I can confidently say that word of mouth has been the most powerful and effective resource by far. It’s like a hidden gem within our marketing strategy that consistently brings in new, motivated clients who align perfectly with our studio’s values and offerings. Word of mouth operates on the genuine recommendations and experiences shared by our existing clients. When they experience the positive impact of our studio, the transformations in their bodies and minds, and the sense of community we’ve cultivated, they can’t help but share their enthusiasm with friends, family, and acquaintances.

Even more, it goes way beyond just a referral. It’s about sharing the personal connections and stories that light up our journey. Our clients share how they’ve transcended physical challenges, found their flow, and awakened their inner strength with our classes. These stories are like soul music, and they resonate deep within others who are searching for their own unique tune.

In essence, it is a testament to the authentic and transformative journey we offer at our studio. It’s a reflection of our commitment to delivering excellence, building a supportive community, and making a positive impact on the lives of our clients. So, as we move forward, we are excited to continue to cherish and cultivate valuable word-of-mouth relationships, knowing that they are the heart and soul of our studio’s growth and success.

Contact Info:

• Website: https://bulatesmalibu.com
• Instagram: https://www.instagram.com/bulatesmalibupilates/

Image Credits
Christina Huntington