Reflect, Refocus, Recharge: A Guide to Year-End Intention Setting for Studio Owners

Lets plant some good seeds for the next cycle

The end of another year is upon us and it’s a very logical time of year to review and reflect. In the winter, the earth is naturally in a more dormant, quiet phase and perhaps we can heed it’s cues in business and on our exercise mats and take a break. According to the book When by Daniel Pink (a book on the scientific secrets of good timing), us humans LOVE a good deadline and the rolling of the calendar to another year seems to motivate us extra. Rather than set goals that aren’t ours or get swept into the new year, new year marketing smorgasbord, how can we make sure we spend our time in the next phase, on that which matters most? I love to use my own birthday as my reset time and often spend a few days alone journaling and hiking but even I can’t resist the pull of making annual goals for my businesses around January 1.

The following are my top year end reflections that have helped me and my fitness businesses (and several of my clients) continue on the growth path and these are the strategies that I keep coming back to year after year - even if they take a different flavor each year. Perhaps the following ideas can help you as you set intentions for the next phase.

Review The Past Kindly & Honestly

Pen to paper can be helpful as you review the last year

When reviewing past performance, focus on key metrics like client retention, revenue growth, (class) capacity utilization, and memberships. Identify trends, celebrate wins, and address challenges with honest reflection. To clarify your vision moving forward, revisit your studio’s mission and core values—consider whether they still align with your long-term goals. Involve your team, coaches, or key collaborators in this process to foster alignment and focus appropriately. Finally, set actionable goals by breaking them into specific, measurable, achievable, relevant, and time-bound (SMART) objectives. For example, instead of aiming to “increase memberships,” target a 15% growth within six months through targeted marketing campaigns, sales process improvements, and referral programs. Clear goals provide focus, motivation, and a framework to track progress.

Moving Forward With Something New

Do something new that is a bit of a reach. Something that scares you just a smidge and puts your energy out into the world in a different way. The first time I hosted my own yoga teacher training at my yoga studio was so daunting. I had teachers who weren’t supportive, I had to lighten my weekly class schedule so I could spend time writing and creating content, marketing, and getting our program approved by yoga alliance. It was so worth it though! Both financially and emotionally it felt like such a win afterwards. In 2023 I hosted my first solo hiking and yoga retreat and in 2024 I hosted a fit biz retreat for fellow consultant friends. I finally focused on consistent writing and content creation and it felt so good and brought new energy to my business. What new thing can we try this year? Is there a blue ocean out there somewhere waiting for you to try it?

Commit To Always Learning

I love listening to inspiring business books and podcasts while I walk

Dedicate yourself to learning and growing continually. This is one of my personal core values that has served me so well in this life. In 2023, I worked with a career coach that was outside of my industry but who had insight and perspective that felt refreshing for me. In 2024, me and some work friends created our own little mastermind group. I attend new and different conferences. I invest energy, money, and time. I set weekly reading and content creation goals. All of this adds up to good growth, change, and mindset shifts that were necessary and felt good. In what ways are you dedicated to learning - daily, weekly, monthly, annually? Can you create any new commitments or habits to keep you on track with this?

Refresh Your Value Proposition

It’s so helpful to have some guiding statements to help you focus in your business

Dive into your market & clients needs and wants more and consider how you can adjust your business focus accordingly. In 2023, I personally spent A LOT of time editing and rewriting every single page of my websites to be sure that I was leading with value for my clients. In 2024, I created a content marketing plan for the first time and really enjoyed the focus it gave me. Here is my Business Clarity 101 Guide & Template if you are looking for some resources and inspiration in this vain. Once per year (or more) I like to review the benefits and pain points of my clients, the words and feelings related to them, and their headspace when they find me. I also like to take some time to consider my market overall, how it has changed over the last year, how my priorities have changed, and how I might be able to better position myself and my focus in the coming cycle.

Spending time on these things has helped my marketing messages became a lot easier to write and a lot more inspiring to read. This has translated beautifully for myself and several of my clients as we connect better and update their auto e-mails and websites accordingly.

Conclusion

As another year comes to a close, taking the time to reflect, refocus, and recharge is essential for your fitness business growth and sustainability. By assessing your past performance, clarifying your vision, and setting actionable goals, you create a roadmap for success in the year ahead. Remember, the key is not only to evaluate where you've been but also to stay adaptable and intentional about where you're going. With a clear plan and renewed energy, you can confidently lead your business into the new year, ready to be inspired and delightful for your clients. I hope you too are looking forward to another year of growth, wellness, and personal development. Lets immerse ourselves in an environment where passion meets profit, where health and wealth are not mutually exclusive, and where the future of fitness is not just imagined but realized! -Roxy