We recently connected with Shelley Cottton and have shared our conversation below.
Shelley , thanks for taking the time to share your stories with us today Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.
We’re not trying to be the biggest — we’re focused on being the most personal, inclusive, and creatively supportive space we can be. Unlike some studios that prioritize volume and scale, we’ve built our studio around intentionally small class sizes and client rosters. This lets us give every person the time, attention, and care they deserve.
You’ll never feel like just another project here. Our tight-knit, friendly team works closely with you in a relaxed, collaborative environment. Just real people who are invested in your health.
We take pride in fostering an inclusive and welcoming community, where creativity is a shared journey, not a transaction. By staying small on purpose, we stay connected — to our values, to our work, and most importantly, to the clients.
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?
Our Story: Built with Purpose, Grown with Heart
What started in a basement and a garage has grown into something much more than a fitness studio — it’s a community built on personal connection, trust, and intentional growth.
In 2003, I stepped out on my own as a personal trainer, and contract taught at a local Pilates studio. That chapter gave me valuable experience, but over time, I realized I wanted something more personal, more flexible, and more aligned with my values. So I started doing things my own way — first transforming my basement into a Pilates space, and then converting my garage into a training studio. It wasn’t glamorous, but it was real, and it allowed me to work closely with people in a way that felt meaningful.
When I got married and was expecting a baby, I knew it was time to separate home and work — and that’s how we found our first brick-and-mortar space on Eastern Avenue in 2014.
We’ve stayed intentionally small, offering personalized sessions in a friendly, inclusive environment. Our class sizes are kept small on purpose — not for exclusivity, but to make sure every person feels seen, supported, and safe in their movement journey.
This studio isn’t just about workouts — it’s about creating space for people to grow stronger, more confident, and more connected.
We’d love to hear a story of resilience from your journey.
Like so many small businesses, our world was turned upside down when COVID hit. In-person sessions — the heart of how we connected with our clients — suddenly came to a halt. But instead of shutting down or waiting it out, we pivoted.
Literally overnight, we transitioned to virtual classes, reworking our entire approach to meet people where they were: at home, often overwhelmed, and looking for some sense of normalcy. It wasn’t always perfect — Wi-Fi dropped, pets walked across screens, and living rooms became Pilates studios. But it worked, because we showed up for each other.
What that time taught us was how resilient this community really is. It proved that what we’ve built goes far beyond four walls. It’s a support system. A shared commitment to well-being. A reminder that movement is essential — not just for the body, but for the heart and mind, too.
We came out of that chapter stronger, more adaptable, and more grateful than ever. And that spirit of flexibility and care still lives in everything we do today.
Can you tell us about what’s worked well for you in terms of growing your clientele?
We don’t rely on flashy ads or high-pressure sales. The most effective way we’ve grown — and continue to grow — is through genuine connection and word of mouth. Our strategy is simple and powerful:
Our clients are our biggest advocates. When someone has a positive, personal experience here, they naturally want to share it with their friends, family, and coworkers. We encourage that by staying focused on individual care, and clients can earn free classes for referring someone to show our appreciation.
We’ve built a strong local reputation by staying true to who we are: small, welcoming, inclusive, and focused on quality over volume. Consistent, caring service builds trust over time — and that trust turns into loyalty.
Positive reviews are social proof that our studio delivers on its promise. We gently encourage clients to leave reviews after milestones, breakthroughs, or long-term success or just how much they love coming. Their words matter more than any marketing we could write ourselves.
When someone hears about us from a friend, checks our glowing reviews, and sees a studio that aligns with their values — that’s when the connection is real, and lasting. Our clients are not only friends but family. We care about each and every one of them and they care about us. I can not emphasize enough how amazing our clientele is. We would not be where we are without them and I always hope that they truly know how much they mean to us and how much we thoroughly enjoy working with them, not only keeping them moving but making them stronger and feeling better overall. That is our ultimate goal.
Contact Info:
- Website: https://Shellates.com
- Instagram: @shellates_studio
- Facebook: Shellates Studio
- Linkedin: Shelley Cotton
