Well, Well, Well

Is boutique fitness becoming too transactional? In this episode, we sit down with Erin, founder of La Forme, who walked away from a 21-year corporate career to redefine what it means to show up for a workout. We dive into how she transitioned her high-level operations background into a human-centric studio model that prioritizes community over calculations—and how offering a solid sweat session is no longer enough. Discover why "putting your adult life in a cubby" is the ultimate luxury, how to empower your staff with a surprise and delight budget, and why the future of fitness lies in becoming a true "third space" for your members.

“Your confidence and your aspiration has always gotta be bigger than the impact that you’re having on others, because that’s how your impact grows."In this high-impact session, "C-Suite Whisperer" Mike Lipkin reveals why your inner game is the ultimate driver of outer success, arguing that a leader’s aspiration must always exceed their current impact to fuel growth. He introduces the concept of the Potentiator—a leader who systematically increases the strength of those around them—and challenges fitness professionals to transition from being simple service providers to "Talismans" for their clients. By leveraging the "magic" of AI for hyper-personalization and adopting a mindset of radical self-awareness, Mike explains how to win the "Everyday Lottery" of networking, move beyond the crowded "Red Ocean" of competition, and enter a "Blue Ocean" of indispensable influence.
Beyond strategy, Mike explores the psychological weight of the phrase "You Belong Here," positioning it as a vital antidote to a world where loneliness is as lethal as a pack-a-day smoking habit. He outlines the Five Levels of Belonging, providing a roadmap to move members from being merely "tolerated" to a peak state of security where they can stumble without fear of exile. By "re-membering" members every day and consistently articulating the life-changing value of health, leaders can transform their businesses into sanctuaries of community that are impossible to detether from.

“If you can consistently enroll just two new members each month, you can add $50,000 a year in annual revenue by the end of the first year.”
Many studio owners feel like they’re working nonstop…yet their bank account doesn’t reflect the effort. In this episode of Well, Well, Well, Laura sits down with Julian Barnes, co-founder and CEO of the BFS Network, to decode the latest State of the Industry report—and what it really tells us about profitable, sustainable studios. Julian breaks down who’s actually represented in the data (spoiler: it’s overwhelmingly independently owned studios), why profitability is the metric that keeps your doors open, and how the percentage of studios hitting 20%+ margins has almost doubled since the last report.
They dig into the surprising correlation between having a dedicated manager and landing in the most profitable tier, the unsexy basics the best studios execute every single day, and Julian’s simple formula for adding $50K in annual revenue by focusing on just two to three net new members a month. You’ll also hear a candid conversation about why “community” alone can’t be your moat, how to stand out when three studios open on the same block, and what it really looks like to shift from passion project to business owner—without losing your heart for impact.
If you’ve ever thought, “I love what I do, but this has to make more money,” this is your playbook episode.

"You can lead your team from a calm energy."
This is the conversation every studio owner needs to hear. Many boutique fitness owners struggle with finances, feeling lost or frozen by overwhelming metrics. In this episode of Well, Well, Well, finance expert, Lauren Schoenfeld, Founder, CEO + CFO of Active Core Consulting, peels back the shame and simplifies the path to financial clarity. Lauren, who scaled her career from a major consulting firm to eight years at Equinox, brings the tactical knowledge of big business to the small-business owner. She dives deep into the emotional tax of being a business owner versus a CEO, the core seven metrics that actually matter, and how harnessing your "flow state" is the key to making strategic, bold decisions for profitability. Learn the difference between reacting to numbers and actively steering your studio toward success.

“When it comes to movement, it’s about the pleasure principle. What brings you joy? That’s the key.”
We all enter the fitness industry because it fired us up, but somewhere along the line, the constant competition, the selling, and the feeling of burnout can take over. In this must-listen episode of Well, Well, Well, host Laura Munkholm welcomes Jessica Maurer, Director of Education for the Mental Wellbeing Association. They dive deep into the emotional realities of studio ownership and teaching—and how to reclaim the spark.
Jessica shares groundbreaking, evidence-based strategies to shift the narrative from fitness as punishment, guilt, and competition to fitness as joy, pleasure, and genuine connection. Learn the critical difference between burnout and boredom, the dangers of the false consensus effect in boutique fitness, and the simple structure that will make social media an engine for connection, not comparison. This is the conversation you need to hear to stop focusing on management and start leading with wellness and finding true fulfillment.

“We want to go upstream to look for a solution, before you get to downstream sick care.” The health of our nation is at a crisis point, yet 80% of what determines our health is ignored by the $4.9 trillion "sick care" system.
In this powerful episode, we sit down with Dr. Gloria Winters, Chief Health Officer of the YMCA of the USA, to dissect the critical gap between preventative wellness and clinical medicine. With over 25 years as a physician and orthopedic physical therapist, Dr. Winters brings rare insight from the front lines of patient care to the decision-making tables in Washington, D.C. (including a recent conversation with the administrator of CMS).
Dr. Winters shares her incredible journey from treating patients full-time to championing whole-person health across 2,600 communities nationwide. She uses a powerful parable—the "Third Friend"—to redefine the role of the wellness industry as the essential force that goes upstream to prevent problems before they start.

"If we’re just taking them to the other side of a workout, that's easy to leave, that's easy to replace."
Tired of chasing fitness trends? Host Laura Munkholm and experienced brand strategist Barry Kostabi reveal the single most powerful strategy for building a resilient wellness business: shifting from selling a workout to selling an identity. Drawing on his global experience, Barry explains why Identity-First Brands succeed where others fail, how to speak to the 80% of people who aren't moving, and why deep-seated loyalty isn't about the type of class you offer, but the feeling you deliver. If you're ready to build a business that people feel they can't live without, learn how to deliver the emotional journey clients are truly buying.
Learn more from (and with) Barry and his company, Fitcarma:
Why You're Not Selling Out Your Classes (& What To Do About It!) Free 45-Minute Mini-Course: fitcarma.com/soldoutclasses
Book A North Star Session: fitcarma.com/northstar

“Start with your why. Share it often. People want to be a part of something bigger.” 
In this episode of the Well, Well, Well podcast, join host Laura Munkholm as she sits down with Talitha and Genevieve, the dynamic co-owners of Humble Warrior Yoga. This unstoppable duo is on a mission to build a multi-location brand by staying unapologetically authentic in a crowded market. They share their wild journey from a side hustle to a thriving business, revealing how they've navigated the challenges of a business partnership, built an incredible team, and stayed true to their core values. Consider this conversation an honest and inspiring look at why trusting your gut and being remarkable—not just forgettable—is the key to long-term success.

“Do what you love. Trust your instincts. Create your boundaries. It’s all hard work, so you want to love it.” – Jill Dailey
In this episode of Well, Well, Well, Laura sits down with Jill Dailey, founder of The Dailey Method and one of the pioneers who brought boutique fitness to the West Coast. From starting the first barre studio in San Francisco 25 years ago to scaling to nearly 70 franchises—and then intentionally shifting back to just two community-focused studios—Jill shares the evolution of her business and her perspective on growth, creativity, and balance.
You’ll hear the behind-the-scenes story of building a movement, what it really takes to sustain a studio over decades, and why Jill believes barre is for everyone. She opens up about the freedom she’s found in downsizing, the joy of leading retreats around the world, and the lessons she wants every entrepreneur to carry with them.

"You're only as good as your worst instructor's worst playlist."
What does it take to build a timeless fitness studio? More than just aesthetics, according to Barbara Chancey, the visionary designer behind hundreds of award-winning studios.
In this episode, she joins Laura to reveal her unconventional approach to design, which focuses on creating a space that empowers instructors, fosters community, and stands the test of time. Barbara shares her journey from a single cycling studio to a global design firm, explaining why she believes the things you can’t see (like acoustics and air quality) are more important than the things you can. She also offers invaluable advice on avoiding common pitfalls, such as a cheap brand and too many bells and whistles, and gives us a new way to think about what "luxury" truly means in the wellness space.