Episode 4: What does my studio stand for, and why would anyone choose it?

Tania Huddart: My mission changed over time. Over the last few years, I've focused on women's wellness. We collected donations for the local Women's Refuge and Family Centre. For six months, I gave part of my earnings to a charity called Days for Girls. And I ran workshops to help women understand their own bodies, through big changes like menopause.

Host: Welcome to Build Confidence and Purpose with Pilates. I'm here with Tania Huddart: Pilates teacher, teacher trainer and author of Pilates & Purpose. Both voices you'll hear are made with AI. Every word Tania says is her own, and she's approved each one.

Last episode was about money: what to charge, and what to pay your teachers. Today we go underneath the numbers. What does my studio stand for, and why would anyone choose it?

Tania, you opened with your own mission changing. Tell me about that.

Tania Huddart: I wanted to start there because people think a mission is something you write once and frame. It isn't. Mine grew as I grew, and as the people around me changed.

Over those years, my focus became women's wellness. In the studio, and in the community around it.

Host: What did that look like, day to day?

Tania Huddart: A few things. The first was collecting donations for the local Women's Refuge and Family Centre.

The second was Days for Girls. That's a charity working to end period poverty. They sew reusable pads and get them to communities who need them. For six months, part of what I earned went to them.

And the third was workshops for my clients. They were there to help women better understand their own bodies. And how they could help themselves through life-changing stages, like menopause.

Host: Did it change the studio?

Tania Huddart: It changed how clear I was. When you know what you stand for, a lot of decisions make themselves. You know which ideas to say yes to. And you know which ones to let go, even when they'd bring in a bit more money this month.

Host: So for someone listening who doesn't have a mission yet, or has one that sounds a bit like everyone else's. Where do they start?

Tania Huddart: With your why. We talked about that in the first episode. Your why is the compass. It's personal. It's the reason you started. Your mission is what your why looks like once it has a studio around it. It's what you can hold on to when decisions get tough. So the why comes first, and the mission grows out of it.

Then it helps to know what a mission is actually for. It's the foundation of your studio. It says why you exist, what you offer, and the difference you want to make. It guides your decisions. It shapes your culture. And it connects your clients and your teachers to what you're doing.

I'd look at it three ways. The first is personal. What drew you to Pilates? How has it changed your own life? And how does that make you want to teach others? That's where the energy comes from.

The second is about the people you serve. Who are they? What do they need? And how can your studio meet that need?

And the third is the long view. What difference do you want to have made, years from now? What will your studio leave behind in your community?

Host: That's a lot to fit into one sentence.

Tania Huddart: It doesn't have to be one. One to three sentences. Short and meaningful.

A simple shape that helps is three questions. Who are you? What do you offer? And why does it matter?

Host: Can you give me an example of what that sounds like?

Tania Huddart: The book has a made-up studio called Harmony Pilates, so you can see one written out in full. And it has some very short versions too, the kind you might put on a wall or a sign. Like this one. "Strength, balance, and confidence through mindful movement for every body." Or this one. "Inclusive Pilates for strength, connection, and lasting well-being."

They're only examples. Yours should sound like you. If you read it out loud and it sounds like it could belong to any studio anywhere, keep going.

Host: And how do you actually write it? Because a blank page is hard.

Tania Huddart: It is. So don't start with the mission. Start with a pen.

Give yourself fifteen or twenty minutes. Write freely about your vision, your values and your goals. Don't edit. Don't make it pretty.

Then read it back and circle the words that keep coming up. Those words are telling you something. That's you.

Then write a first draft using those words. Keep it simple. And don't worry if it's clumsy. First drafts usually are. That's what the next step is for.

Next, share it with a few people you trust. Ask them two things. Is it clear? And does it make you feel something?

And finally, put it where people can see it. On the wall. On your website. In the papers you hand to new clients.

Host: Is a mission on the wall really going to change anything?

Tania Huddart: Only if you use it. Words on a wall do nothing on their own. A mission is only useful if it's clear, and if it shapes what you do every day. So bring it into your teachers' training. Talk about it in staff meetings. Let it show up in how you speak to clients. Then everyone feels part of it, not just you.

We talked last time about using your mission as a filter when money is tight. This is where that starts. If you're unsure about a decision, hold it up against your mission. Does it fit? If it doesn't, you have your answer.

Host: What about values? Where do they fit?

Tania Huddart: Alongside the mission. Your values are how you behave while you chase it. For example, every body is welcome, whatever their shape, their level or their background. High standards in teaching and care. Honesty, always, in how you talk to people and how you run the business. Helping people take charge of their own health.

Talk about them with your teachers. And come back to them. I'd look at your mission and values every six to twelve months. Ask your clients and your teachers how it's going. Then adjust. Mine changed. Yours probably will too.

Host: Let's turn to the second half of the question. Why would anyone choose my studio over the one down the road?

Tania Huddart: Because people aren't only looking for exercise. They're looking for connection. For trust. For a place that fits what matters to them. If you can show them that, they'll remember you. And they'll stay. There are a lot of studios out there now. Being clear about what makes yours different is what makes it memorable. It's also what keeps people loyal.

Host: So what actually makes a studio different?

Tania Huddart: The biggest one is how you teach. Not just what you teach. How you teach it. I wrote a whole book about that, Teach Pilates with Confidence, so I won't go through it all here. But think about it. Is your room calm and nurturing? Or lively and full of energy? Do you lean towards challenge, or towards safety? Do you bring in other things, like mindfulness, or teaching people how their bodies work? Neither is right. But if you're consistent, clients know what to expect. And that builds trust.

Then there's what you offer. Privates. Small groups. Equipment classes or mat classes. Something special, like classes for pregnancy, or for athletes. Which of those fit your mission and the people you want to serve? You don't have to offer everything. Pick the formats that fit, and that show off what your teachers do best.

Host: And beyond the classes themselves?

Tania Huddart: The small things. And they're not small at all.

Remember people's names. Remember what they came to you for. Give them feedback that's about them, not a general cue for the room. Help them get to know each other. Personal connection is very often what decides whether someone stays.

And think about the whole experience. From the first phone call to their fiftieth class. What does your website feel like? Your emails? The moment they walk through the door? How easy is it to start? Every one of those moments tells someone who you are.

Host: How do you know if you're getting that right?

Tania Huddart: You ask, and you keep asking. A short survey now and then. A quick check-in after class. "How was that for you?" A small thank-you can help more people fill in a survey. Then the important bit. Do something with what they tell you. People notice when you listen, and they notice when you don't.

And look at your first impressions with fresh eyes. Is it clear how someone books their first class? Do they know what to bring, and what will happen? A nervous new client needs to feel welcome before they've done a single exercise.

Host: What about community?

Tania Huddart: That's where clients become your best advocates. Social events. Celebrating milestones. Working with local businesses. Things that make people feel they belong to something beyond a class. Ask yourself a few questions. How am I giving clients a chance to get to know each other? Which local businesses could I team up with? How will I celebrate when someone reaches a milestone?

And sometimes, bring other people in. A guest teacher. Someone from another part of health and wellness. It gives your clients a fresh view. And it shows you're a place to learn, not just a place to exercise.

Host: What if I can't see what makes my own studio different? It's hard to see yourself from the outside.

Tania Huddart: It is. So ask.

Start with your teachers, and anyone who works on the front desk. They'll notice things you've stopped seeing. Ask them what makes this place different. You'll be surprised. And asking them does something else. It gives them a hand in shaping the studio. The spirit of a place is something you build together.

Then ask your clients. What do they love about coming here? How is it different from other studios they've been to? Their answers will show you strengths you'd overlooked. Very often, the thing they love most is something you didn't even think was special.

Host: And once you know?

Tania Huddart: Then you tell people. On your website, in your emails, on social media. But tell it through real stories, with permission. How a class changed someone's week. Or how someone felt the first time they walked in. Real stories land in a way that a list of features never does. And make sure your marketing sounds like who you are. If your studio is calm and nurturing, your website shouldn't shout.

And keep checking. Clients' needs change. Your teachers grow. Other studios open. What made you different this year might not next year. Stay open. Keep listening to your clients and your teachers. And let your values hold you steady while everything else changes.

Host: So, three things to take away.

Tania Huddart: One. Your mission is why you exist, what you offer, and why it matters. Keep it to one to three sentences, and use it every day, not just on the wall.

Two. It's allowed to change. Mine did. Come back to it every six to twelve months.

Three. You probably already know what makes you different. Ask your teachers and your clients, and listen to what they tell you.

Host: And one question to sit with?

Tania Huddart: Why should a client choose you over another studio? Not the answer you'd put in an ad. The honest one.

Host: If you'd like to write your own mission statement, Tania's step-by-step guide is free on her website, taniahuddart.com.

Next episode, the question so many teachers dread. How do I market myself without feeling salesy?

Tania, last word?

Tania Huddart: Your studio already stands for something. It's in why you started and how you teach. Your job is to find the words for it, and then live by them. When you do, the right people find you.