Business Profile Series ~ Pembroke Pole Fitness
An example of a new business that is meeting and exceeding her goals is Pembroke Pole Fitness, owned by Lorissa Splaine. Lorissa started her business in the fall of 2012.
As a very part time business by offering fitness classes once per week within another facility, in July 2015 the business decided to have its own location because of the demand for more class times. In August 2015 a space was selected and construction began.
Her challenge was to introduce a new type of fitness class in the health and wellness sector of her community. She renovated a space into a modern, clean, and welcoming space which is evidenced in all of the Facebook posts. Another challenge was her capacity of 7 poles which limited her class size. The nature of the business is to teach alternative fitness classes in a fun way by incorporating a vertical bar. Lorissa is the main instructor and teaches the majority of the classes however she plans on hiring 1-2 qualified students to help out with the beginner level. At this time most of her revenue is generated from beginner levels until students move up to intermediate and advanced levels. Each class is taught once a week in up to one hour segments.
The studio recently expanded by offering 2 other pole class variations that are: flexibility class where students are walked through a series of important stretches and polefit class which focuses on high intensity cardio and resistance training.
Lorissa’s future plan (because in business we always have to be looking to the future) is to have an elite studio with other forms of aerial arts and fitness classes that still revolve around the alternative way to get fit. Recently she received a certification in Aerial Yoga and now offers that at the studio!
Awareness of her business with her target market is promoted by the use of social media since majority of the target group is connected to it, word of mouth by students talking to their friends, networking with local businesses and the use of flyers and business cards within the community. As well an investment in professional signage posted at the studio location has paid off.
The marketing objectives are to check Facebook every day and post at least every second day. Pembroke Pole Fitness is on Instagram as well and is being used about twice a week.
Lorissa is a perfect example of making Facebook work for you and sticking to the original business plan. She regularly posts video routines set to current upbeat music showcasing participants at different levels and their progress between beginner, intermediate and advanced routine. She also posts pictures when a client or staff perfects a difficult move recognizing their achievement and encouraging them to continue increasing their skill, fitness level and complexity of movements.
Check this out HERE.
Lorissa has added new products to diversify her revenue stream. Initially she planned to sell logo’d active wear with “Pembroke Pole Fitness”. She has also added a healthy tea line and is bringing in a line of leggings. She planned on using some of the facility space for a retail store and she is ahead of her schedule in doing this.
Also head of her planned schedule is the hiring of additional staff. Lorissa works in the business and had one additional person to do classes. She has added another staff to help expand her classes.
The biggest thing Lorissa has learned in her new business is…..to always look at something as a business opportunity! Listening to students is important and to always see the “big picture” of what’s expected of you whether it is replying promptly to messages or to follow the current and existing trends to benefit the needs of students.
Lorissa has learned that following your dreams is hard work but rewarding in the end and the feeling of success is a wonderful feeling.
For more information about Pembroke Pole Fitness, visit their website.
