What Your Studio Might Be Missing — And Why It Matters More Than Ever

We’re Not in the Same World Anymore — But That’s an Opportunity

People Spend on What Fills Their Cup — Not What Checks a Box

The Metric That Matters Most Is Invisible

So, What’s Missing? Usually, It’s Joy.

If It’s Not Fun, They Won’t Come Back

Real Talk: That Class I Attended Last Weekend?

By Dr Susan Baxter, PhD

When inflation rises and uncertainty kicks in, a lot of fitness professionals start to panic — understandably so. It’s easy to feel like we’re fighting to prove we’re essential, even as the world seems to forget that we ever were.

The pandemic was a wake-up call. Despite how central movement is to health and mental wellbeing, the fitness industry was deprioritized — and often discarded — during lockdowns. Many of us felt like we were treated as a luxury, not a necessity.

But here’s the thing: the people we serve don’t just come to move — they come to feel.

And the emotional return on your classes is what keeps them showing up, especially when times get tough.

I lived through Melbourne’s lockdown — the most intense restrictions in the world. What I saw was profound disconnection. People were stuck alone. The incidental social rituals that used to make them feel human — coffee runs, gym chats, the shared breath of a workout — were gone.

And when restrictions lifted, many people didn’t just want to “go back to normal.” They started re-evaluating everything: their jobs, their money, their daily routines, their social lives. Fitness is no longer about chasing aesthetics or doing what they "should" do. It's about how they want to feel — and who they want to feel it with.

Think about it: people always find money for pets, kids, hobbies — the things that make them feel more like themselves. Your classes can (and should) fall into that category.

But only if you’ve built them in a way that meets people where they are and makes them want to come back.

What does that mean?

They feel good walking in.

They feel better walking out.

They don’t have to overthink what to bring or how to succeed.

And most importantly — they enjoy the experience.

We obsess over attendance, conversions, and retention. But the unspoken driver behind all of it is how your class feels to be in. Not just physically, but emotionally and socially.

If people associate your class with:

Lightness

Laughter

Music that lifts

A sense of belonging

A moment to forget the outside world

…then they'll show up. Even when it's cold. Even when life is messy. Even when money is tight.

If you’re seeing fewer people through the doors, don’t just adjust your price. Adjust your presence.

Be the kind of instructor who:

Makes people laugh (even if it’s with a bad joke)

Asks for song requests or shares short, funny stories

Creates flow-state sessions where time disappears

Role models warmth — not perfection

I’ve had clients stay with me for 2, 3, even 5+ years. Not because I had the best programming in the world — but because they loved how they felt in my classes. They didn’t even realize how hard they were working.

Fun doesn’t mean gimmicky. It means emotionally rich. Socially inclusive. Viscerally satisfying.

I’ve reviewed instructors who thought story-sharing meant connection — but if the story is about how cold the studio is or how much they hate their job, the energy tanks. People don’t want to feel like they’re burdening you just by showing up.

Here’s the litmus test:

If the answer is no, rework it. You don’t have to fake being upbeat — but you do need to offer something of emotional value.

The instructor didn’t greet anyone. Didn’t check for new faces. Barely looked up. I could tell she was uncomfortable — and as an empath, I understood. But from a client experience point of view? It felt cold. People were ready to be led, but she barely engaged. The vibe fell flat.