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Hint: You have to make sure every profit opportunity is optimized.
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Podcast Episode 128: Meet Delia Buckmaster, Pilates Anytime Next Instructor Finalist, Booty Barre Master Trainer, and Founder of Exhale Pilates in Whitefish, MT {Population 6,357} As We Chat Personal Brands and Small Town Studios.

On January 19th of this year my dear darlin girlfriend Michelle Laframboise wrote me and said she had someone I had to meet.

Now, if you’ve ever met Michelle, you’d know she’s the craziest Canadian with a heart of gold and an ability to connect people like NONE other. She see’s relationships and moves to make them happen, so when she said this, I begged for an immediate introduction.

And, so it was that Delia Buckmaster came into my life.

While most people know Delia as a finalist for The Pilates Anytime Next Instructor Competition, I’m gonna have to declare her a Renaissance Woman in the field of fitness as her studio includes:

  • Pilates {she is Stott certified, PMA-CPT and Basi trained}
  • Booty Barre {for which she’s a Master Trainer}
  • TRX
  • And, IndoRow {this is what happens when a Pilates Instructor meets a rowing machine}








And, all of this happens in Whitefish, MT, population 6,357.

This momma of 2, has spent 16 years transforming both her own body and thousands of clients and in the process she’s developed a following that goes far beyond the boundaries of her small town.

I happen to love the fact you can build a studio in a community you love, raise a family and still make a name for yourself in the wider world beyond {Check out this month’s Pilates Style for proof of that}.

Join Delia and I as we chat boutique fitness in small towns, using the media to build a personal brand and making the leap from brick and mortar to an online presence like:

  • A mental connection to Pilates was what made Delia fall in love with the practice
  • How Delia grew her business organically – through opportunity
  • The advantages of having a studio within a gym when you’re starting out
  • Why she chose to step forward during the recession (instead of pulling back!) and how this served her
  • The importance of taking time to regroup and rebalance between clients
  • How Delia introduced different paradigms into her business

With grit + gratitude,


Podcast Episode 127: Boutique Fitness is officially a price driven commodity {but it doesn’t have to stay that way}. Here’s 3 ways to change that today in your studio.

Today a miracle happened.

18 months of tilling, sowing seeds {literally}, plowing fields and hauling in more literal sh** than I thought possible, led to our farm’s first harvest…

And, the first trip to the Farmer’s Market in historic downtown Abita Springs, LA.

I’m not gonna lie. It felt amazing setting it up, laying out pound after pound of squash in antique baskets, and jars of honeycomb with burlap toppers for clients to peruse.

It felt amazing until I realized we were one of twelve other farms selling squash and zucchini, one of five honey vendors, and one of three people also raising heirloom chickens.

Y’all, the bloodbath of competition even shows up under tents at the farmer’s market {and if you’re questioning me I dare you to show up and meet our nearest egg vendor who was one of the feistiest farmers I’ve ever met}.

Also turns out the farmer’s market isn’t that different than the boutique fitness market.

Nowadays everything from training to yoga, from Pilates to cycling, from boutique boxing to athletic training is a commodity.

It’s available at every gym, neighborhood center, and likely even one garage or pool house in your neighborhood.

Teacher trainings are pouring our more yoga teachers than we have students for, and somedays it feels like every other person I talk to is prepping to open their own version of fitness.

The only problem? The demand for these services isn’t growing nearly as fast as the supply of teachers and studios, thus having the potential to turn our incredibly unique products into the newest commodity on the block.

So how do you explain why you’re priced 20% higher than everyone else in town?

Why you’re yoga is that much better than the free classes at the community center?

Why you’re different than each and every other trainer {and why a weekend certification should be something that scares them}?


Refuse to be a commodity.

Own your uniqueness.

Educate your clients on the differences.

And, sell them what your services do, not the services themselves.

Ready to learn more? Head on into to today’s episode of Ready. Aim. Empire., and learn how to remove the commodity label once and for all and share what truly does make you unique.  

With grit + gratitude,


Podcast Episode 125: Let’s Turn Inventory Management Into Cash Management Because That’s What Using Your Inventory of Content, Physical Products and Services Should Be

When you think of the words “inventory management,” what comes to mind? Maybe things like…

Those t-shirts you can’t keep on your shelves…

UPS, Fedex or anyone else who’s bringing you things to sell…

Anything by Spiritual Gangster, Alo Yoga or Lululemon {cause let’s face it those can be awfully fun}.

But inventory management doesn’t stop with literal physical inventory… in fact that’s on scratching the surface.

Think of blog posts, recipes you’ve emailed out over the years, amazing topics in a private Facebook group, or even the repertoire of your best selling group and private sessions…

All of these are inventory for you to use, re-purpose, and create to draw new clients through your doors and keep old clients coming back for more.

So why do we waste much more time recreating the same stuff over and over again?

I got four words for you: Way. Too. Much. Information.

What if you had a place where all of your past stuff was logged and stored to either reuse or decide you want to come up with a new promotion that hasn’t been done before?

Whether you’re organizing customer support FAQ’s, marketing checklists, social media downloads that drive new email addresses, or your greatest classes ever, it’s time to organize your most important inventory… your intellectual property.

Think about your sales manager {or shoot, even you on a busy day} could take a client from on the fence to sold, by accessing your treasure chest of key levers or a bonus that’s exactly what they needed to say yes because it was easily accessible in a ready to search database.

Now that my friends is powerful.

So I have Jordan Gill, Founder of The Kolada Group, back for a third and final episode this week sharing how we can keep everything all organized and in one place!

Listen into Episode 125 and you’ll learn:

  • Everyone has an online business – whether you have a “brick and mortar” or not!
  • Why there’s value in repurposing
  • More isn’t better…
  • Find your profit centers while doing what gets you excited
  • Why email isn’t dead
  • Jordan explains the Google Doc system she created which she calls the Hub, and the six sections it contains


80/20 Principle by Richard Koch


Inventory Management

With grit + gratitude,


Podcast Episode 123: Systems Saved Me- How to Avoid Wasting Tens of Thousands of Dollars on Inefficient Marketing {and get all your social media covered in less than 3 hours a month}

With social media, there is no middle ground.

You fall into one of two camps:

1.You either see social media as a creative extraordinary thing that you love being a part of


2. You dread every minute that you spend on it

Whatever camp you fall in, you’re always worrying about a few things: making your images really pretty, what the heck to say, and mostly, how do I fit all of this in a reasonable amount of time?

There are friends of mine who have truly built their business on social media, but for most of us, we really can’t just spend all day on Instagram.

We just want to know how we can do social media WITHOUT it taking over your life?

That’s where Jordan comes in.

She has this down to quite a science so you don’t have to keep your phone attached to your hip.

Can we get a hallelujah?

So in Episode 123, you’ll learn:

  • What is a social media editorial calendar
  • Jordan’s ratio for selling posts frequency compared to other purpose-driven posts
  • Why you don’t always have to be creating brand new content
  • What context switching is and how it serves your productivity in a better way
  • Why people will invest in you if you invest in them first
  • The difference between creating images and curating images, and how each are used

Social Media Editorial Calendar

With grit + gratitude,