Building Boutique Success: SOPs, Hiring, and Mindset Shifts, with Benjamin Timm
In the fast-moving world of boutique fitness, the challenges of running a successful studio extend far beyond coaching great classes. From staffing to scaling, every decision impacts the long-term sustainability of a business.
In this episode of Multi-Studio Mastery, fitness industry expert Benjamin Timm shared invaluable insights into what separates thriving studios from those struggling to stay afloat. His experience as a gym owner, Marine Corps veteran, and business mentor offers a unique perspective on what it takes to run a fitness business that isn’t just surviving—but scaling.
Why SOPs Are Non-Negotiable
One of the biggest takeaways? The power of Standard Operating Procedures (SOPs). Many studio owners find themselves stuck working in their business rather than on it—constantly putting out fires instead of creating a scalable model. Ben’s approach was simple but effective: document everything.
“From the moment the key goes into the door to the moment it comes out—there needs to be a process for it.”
A well-structured operations manual isn’t just an internal guide—it’s an asset that makes a business more valuable, especially when the time comes to sell or scale. For multi-location studios, SOPs become even more critical, ensuring consistency across all locations and allowing owners to step out of daily operations without the business falling apart.
The Key to Hiring the Right People
Recruiting and retaining top talent is one of the most common struggles in boutique fitness. A revolving door of staff can drain resources, disrupt the member experience, and stunt long-term growth. Ben outlined a few core principles for hiring right the first time:
- Pay for A-players. Top talent doesn’t come cheap, and underpaying staff leads to turnover and inconsistency.
- Hire for deficits. Instead of hiring people with similar strengths, studios should bring in talent that fills operational gaps.
- Use a structured hiring process. Instead of rushing to fill a role, Ben ran paid internships to vet multiple candidates before making a final hire. The result? A stronger, more committed team.
“If you want the best, you have to pay for the best. A-players aren’t an expense—they’re a revenue driver.”
How Studios Can Actually Grow
For studios looking to scale, growth often feels like a constant uphill battle. But at its core, every business can only grow in three ways:
- Acquire more members. Studios must meet potential clients where they are—answer the phone, respond to emails, and create an easy path for new members to join.
- Increase revenue per member. Offering premium services, retail, or specialized programs creates additional value and drives revenue.
- Improve retention. Keeping members engaged, supported, and connected to the community is far more cost-effective than constantly acquiring new clients.
It sounds simple, but execution is everything. Too many studios leave money on the table simply by failing to follow up with leads, communicate value, or provide a seamless experience.
What Separates the Best Studios from the Rest?
At the heart of every thriving boutique fitness studio is a commitment to excellence—not just in workouts, but in operations, customer experience, and leadership. As competition in the industry continues to increase, the studios that focus on the fundamentals—clear processes, strong teams, and exceptional service—will stand out.
For studio owners looking to optimize, scale, or prepare for long-term success, these strategies aren’t just best practices—they’re essential.
Listen to the full conversation with Ben Timm on the latest episode of Multi-Studio Mastery.
