PODCAST · health
The Fitcarma Podcast
by Barry & Shay Kostabi: Brand Strategist + Experience Designer
The Fitcarma Podcast is for fitness studio owners who are ready to make the leap from being a business to becoming a brand.Each episode explores what it really takes to build a fitness brand people feel, trust, and choose on purpose: from sharper positioning and stronger messaging to better class experiences, team alignment, and long-term loyalty.If you want to stand out in a crowded market, create a more memorable client experience, and build something people come back to for more than just the workout, this show is for you.
Episodes
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FCM231: What Survives Every Era of Fitness (With Lacey Stone)
There is always something fitness businesses are being told they need to do next. A new modality. A new piece of technology. A new way to personalize the workout. A new platform. A new consumer trend. And usually, somewhere in the conversation, there's an underlying warning: keep up or get left...
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FCM230: How to Make Your Fitness Classes Impossible to Replace: The Two Moment Rule
How do you create fitness classes that members actively choose, talk about, and have a hard time replacing? For boutique fitness studio owners, stronger member retention and loyalty often start with something most studios leave largely to chance: how people actually experience and remember a…
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FCM229: The Fitness Industry's Biggest Blind Spot: People (With Jessica H. Maurer)
The fitness industry has never known more about programming, performance, and optimization. So why are so many people still unconvinced that fitness is for them? In this episode, Barry and Shay sit down with 2026 IDEA Fitness Leader of the Year Jessica H. Maurer to examine what our industry keeps...
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FCM228: How To Create Fitness Classes People MUST Come Back For
Why do people stop coming to your fitness studio? It's easy to blame motivation, discipline, busy schedules, streaming workouts, or short attention spans. But what if the real problem is something deeper? In this episode, Shay Kostabi of Fitcarma explores a belief-shifting idea for fitness studio...
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FCM227: The Number Nobody Talks About (With Mitch McGinley, Boutique Fitness Broker)
What's the number nobody talks about? For boutique fitness studio owners, it's the sale price. But this episode isn't just for owners preparing to sell. It's for anyone who wants to build a studio that is more valuable, more transferable, and less dependent on them carrying the whole business.…
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FCM226: What Makes Studio Marketing Actually Work (with Zach Mills, ONBRND Marketing)
Most studio owners think they have a marketing problem. But what if the real issue is that your brand story, follow-up systems, and in-studio experience aren't working together? In this episode, we sit down with Zach Mills, founder of ONBRND Marketing, to talk about why ads alone won't fix a…
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FCM225: What If Fitness Had Michelin Stars? (with Jack Thomas, The Fit Guide)
Fitness is changing. Not because there's a hot new workout on the menu, but because people are craving something more meaningful than a class they try once and forget. In this episode, we sit down with Jack Thomas, founder and CEO of The Fit Guide and host of the Five Star Fitness podcast.…
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FCM224: If You Want To Grow... Your Studio Needs This First
In this episode, Shay breaks down the hidden energy leaks that drain trust, culture, consistency, and scalability inside boutique fitness businesses... even the really good ones! From hiring the wrong people for the right reasons, to rushed onboarding, unclear standards, weak internal messaging,...
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FCM223: Are You Talking to Your Members... or a Mirror?
Your social media feed can be an invitation into your brand world, or a fancy display case. You didn't open a studio to perform. You opened it to help people feel stronger, steadier, more themselves. If your posts impress colleagues but the person walking in after a long day doesn't see…
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FCM222: Brands That Moves People: Life Time's North Star with Jeff Zwiefel
What does it really take to build a brand that moves people? In this conversation, Jeff Zwiefel (former President & COO of Life Time) pulls back the curtain on the principles and systems behind one of the most trusted names in fitness. We unpack how a clear North Star, codified standards, and...
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FCM221: Scaling with Soul: How to Build a Team That Rocks Your Brand Vision
You've built something powerful. An experience your community loves. But behind the scenes, you're wearing too many hats, struggling to replicate the magic, and wondering how to get your team to carry the brand with the same heart you do. Sound familiar? In this episode, we unpack the real…
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FCM220: The Rhythm Remembers: Music as Medicine for Movement, Mood, and Meaning with Emma Marshall
What if music isn't just a good playlist in your classes, but the most powerful tool you have to transform how your clients feel, heal, and remember your brand? In this unforgettable episode of the Fitcarma Podcast, we sit down with Emma Marshall, researcher, educator, and author of Music is...
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FCM219: Brands That Move People: Inside Collective Studios with Ashley Marand Iwanicki
Ashley Marand Iwanicki is the founder and CEO of The Collective Studios, a boutique fitness brand in New Hampshire that's redefining what it means to lead with purpose, build community, and create experiences that actually move people. In this powerful conversation, Ashley shares how a vivid…
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FCM218: 13 Reasons Body Transformation Marketing Is Failing Your Business (Backed by Research)
Episode Description & Show Notes: This week, a fitness influencer went viral for saying people over 200 pounds shouldn't be allowed in Pilates class—and that instructors with a "gut" shouldn't be teaching. Yes, she deleted the video. But the damage was done. Thousands of people agreed with her....
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FCM217: If They're Not Showing Up, That's On Us: Why the Real Problem Isn't Motivation—It's Conversion
What if your potential clients aren't lazy, unmotivated, or inconsistent—what if your brand just isn't making them feel like they belong? In this episode, we challenge one of the fitness industry's most toxic assumptions and reveal why people aren't saying yes to your studio (even when your...
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FCM216: Stepping Off The Trend Treadmill: Why We Keep Chasing What's Hot—and What to Do Instead
Trends aren't growing the fitness industry—they're just keeping it spinning. Despite all the buzz and innovation, only 20–30% of people consistently work out. And that number hasn't moved in decades. In this episode, Barry and Shay unpack what they call The Trend Treadmill—the cycle of constantly...
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FCM215: The North Star: The Secret to Building a Brand That Grows With You
If your fitness brand isn't growing the way you want it to, it's probably not a marketing problem. It's not your logo. It's not even your class experience. It's the lack of a North Star—a core belief that guides your messaging, your experience, your team, and your future. In this episode, Barry…
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FCM214: What Music, Mario Kart, and Your Cueing Style Have in Common
What does your cueing style have in common with Mario Kart and a trip to IKEA? A lot more than you think. In this episode, Barry and Shay answer a big question from inside the Conservatory: How do you balance giving clear technique cues with creating a fun, immersive experience? They break down…
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FCM213: Beyond the Workout: Crafting Story-Driven Class Experiences
What if your fitness class was more than just a workout? What if it was a transformational journey where every client felt like the hero of their own story? In this episode, we dive deep into the Story Driven Class Experience™, breaking down how to use the Hero's Journey framework to create more...
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FCM212: The Fear That's Silently Sabotaging Your Studio's Brand
Are you unknowingly holding back your studio's growth? Many fitness business owners hesitate to define their clients' real struggles, fearing they'll sound negative or push people away. But here's the truth: If you don't define the problem, your dream clients won't see why they need you. In this...
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FCM211: A New Era, and a Game-Changing Challenge for Instructors
After nearly a year away, we're back—and stepping into a whole new era! In this episode, we're catching you up on everything: our big move to Costa Mesa, our massive brand refresh (say hello to FitCarMa!), and the exciting changes ahead for the podcast. But the biggest news? The Make Them Feel...
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FCM210: Revolutionizing Your Studio: The Transformative Power of Strategic Instructor Reviews
Whether you're new to conducting formal and informal evaluations or looking to refine your current process, this episode is packed with insights. We discuss performance reviews' important role in enhancing your business and team dynamics. Learn from common mistakes and adopt best practices for...
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FCM209: Soulful Strategies: The Revolution in Fitness Marketing You Need
In this episode, we turn the traditional fitness marketing playbook on its head. If you're like most fitness professionals we speak to, you may not know exactly who your ideal client is or how to market to them in a way that communicates your value, or you have an idea of how you want to portray...
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FCM208: How To Sell Out Your Classes & Become A Sought-After Experience
Unlock the secrets to transforming your fitness classes into must-attend events with this enlightening podcast episode. We dive into innovative strategies that go beyond traditional fitness classes, focusing on creating a unique and immersive experience for participants. Discover how to captivate...
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FCM207: From Chaos To Consistency: Why Structured Programming is Essential for Studios & Instructors
In this eye-opening episode, we delve into a crucial yet often overlooked aspect of group fitness success: the power of standardized programming in fitness studios. Join us as we explore why allowing instructors to freestyle their classes is a misstep for boutique studio owners, and how...
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FCM206: The Power of MVC: The Path to Addictive Fitness Classes
Get ready to dive deep into the art and science of creating fitness experiences that keep clients coming back for more! In this episode, Shay, our seasoned experience designer, peels back the curtain on the number one challenge studio owners face - inconsistency in their classes. Discover the...
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FCM205: The Game-Changer: How to Overcome Your Biggest Obstacle to Success
Uncover the Game-Changing Secret to Skyrocket Your Fitness Career... Join Barry and Shay as they unveil exclusive insights from one of Barry's recent strategy sessions, exposing the ONE elusive factor holding back fitness professionals from achieving unparalleled success. Discover the 'why'…
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FCM204: Why You're Not Selling Out Your Classes (& What To Do About It!) Audiobook Version
This episode is the audiobook version of an ebook we wrote called 'Why You're Not Selling Out Your Classes (& What To Do About It!)' where we summarize what we feel is everything you need to know about what it takes to easily and confidently attract more of your dream clients. As you listen…
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FCM203: Learn What 'Era' of Your Fitness Career You Are In... And What It Means For Your Growth
In his book Hero on a Mission, Donald Miller describes 4 main character "archetypes". The victim, villain, hero, and guide. In your fitness career, you play three of those four parts at some point, as you move through your different "Eras" This episode was inspired by Miller's book, and today...
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FCM202: Why Most Group Fitness Marketing Fails: Understanding Strategy vs. Tactics
Unlock the secrets to marketing success in your fitness business. Join us as we delve into the crucial difference between marketing strategy and tactics. Barry breaks down the essence of each, helping you understand why they're both essential. Discover how your marketing strategy is your…
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FCM201: WE'RE BACK! Welcome To The NEW Fitcarma Podcast. (Part 2)
Welcome to the NEW Fitcarma Podcast! For 200 episodes spanning half a decade, we brought on experts from every corner of the industry to share what they know about what they do best. We interviewed everyone from marketing experts, legal, finance, studio design, vocal coaches, and professional…
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FCM200: WE'RE BACK! Welcome To The NEW Fitcarma Podcast. (Part 1)
Welcome to the NEW Fitcarma Podcast! For 200 episodes spanning half a decade, we brought on experts from every corner of the industry to share what they know about what they do best. We interviewed everyone from marketing experts, legal, finance, studio design, vocal coaches, and professional…
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FCM199: Why Your Business Might Not Be As Inclusive As You Think It Is & How It Affects Your Reach with Tasha Edwards
This episode is going to cause you to question a lot about our industry, and how you're offering the experience of exercise in your business. Because when it comes to inclusion, there is so much that we don't think of that is causing a massive population of people to feel unwelcome and defeated…
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FCM198: The Power of Professional Boundaries to Scale Your Business with Danielle Stead-Blanton
Our guest in this episode is a business operations consultant and attorney for fitness, wellness, and creative professionals. She's passionate about providing her clients with her playbook and systems to teach them how to build the business they want and deserve, without the constant anxiety,...
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FCM197: How To Leverage Your Uniqueness To Reach Dramatically More Clients with Jude Charles
If you're a regular listener of the show, you know we talk a lot about leveraging your uniqueness to scale your business- whether that be your unique origin story, your core values, your beliefs, or your unique skills. The reason is because #1, there is no one else like you in the world, and you...
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FCM196: Why Self-Reflection Is The Key To Career Longevity with Anthony J Wall
We've partnered with ACE for a few recent episodes to bring you the best info on how to future-proof your business. In this truly heart-driven conversation our guest speaks about why turning a mirror on yourself and consistently self-assessing is the key to career longevity. This involves taking…
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FCM195: Why Your Marketing Will Fail If It Doesn't Focus On This One Thing with Alexa Cawley
The big question we unpack in this episode is... what does your community really want from you? And we're not talking surface-level stuff like abs... What do they really want out of the time they've sold to you? Today's episode features a marketing consultant for health & wellness entreprenuers,...
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FCM194: Steps to Producing Your Own Continuing Education Content with Chris Gagliardi
Do you have an area of expertise in fitness? Have you ever considered writing continuing education content, or producing your own training program? Maybe you've mastered one skill that you want to share. If you're wondering what the steps are to producing something that could be accredited by an...
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FCM193: How to Build Stronger Relationships With Your Clients As A Trainer with Chris Gagliardi
Being a good trainer is really about relationship building, but to built strong, meaningful, heartfelt, and impactful relationships (as we all should strive to!) it means we have to play a number of roles really well at the same time. We have to be a coach, an educator, a motivator, but also a…
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FCM192: The Best Way To Measure Instructor Performance & Conduct Reviews with Staci Alden
This episode is a continuation of the conversation Shay had with Staci Alden in our previous episode. If you haven't listened to it, they really break down what it means to be a group fitness manager, and demystify this very important role at any fitness facility. This week Staci talks about…
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FCM191: Unlocking The Mysteries of the Group Fitness Manager Role with Staci Alden
In this episode, we are diving into the role of the group fitness manager, which in almost 300 episodes is a topic that we haven't really touched on before... and yet it was one of the most vital - albeit mysterious - roles of any club or studio. We know that if you are a studio owner, you may be...
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FCM190: How To Bring Your Story To Life And Leverage It To Attract More Clients with Jude Charles
We believe that nearly every person in the world knows that exercise, moving their body is good for them, but most people still don't do it. We also don't believe that it's due to a lack of motivation. We believe it's because they don't feel seen. The decision to purchase fitness classes is so...
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FCM189: A FCM Listener's Story On Adopting A Growth Mindset & Creating A People First Business
This episode features a fitness business owner and long-time FCM podcast listener who reached out to us through our website, expressing gratitude for pod and asked if he could be a guest on our show. It's not often that we get a request like this, and we had a couple of spots open on our…
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FCM188: How To Charge Your Worth with Lesley Logan
Knowing how to price your services as a fitness professional is one of the most challenging things to do. Shay and I get it! We've been there! One of the reasons it's so hard is because each of us in this industry, and especially you, because you're listening to this show- take what you do...
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FCM187: How To Use Applied Behavior Science To Improve Your Fitness Experience with Connor Joyce (PART 2)
We believe that the future of fitness is experience. You've heard us AND our guests say it in many different ways on the show- that what's most important is the emotional connection that you're making with your clients. We're both personally fascinated by finding new and interesting ways to make…
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FCM186: How To Use Applied Behavior Science To Improve Your Fitness Experience with Connor Joyce (PART 1)
We believe that the future of fitness is experience. You've heard us AND our guests say it in many different ways on the show- that what's most important is the emotional connection that you're making with your clients. We're both personally fascinated by finding new and interesting ways to make…
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FCM185: How To Build An Incredible Team with Rachael Cook
Building a strong team is essential to running a profitable fitness business, but it's also one of the hardest things to do, and that's because often, we're going about it in the completely wrong way. Luckily, the fix is not only easy, but also incredibly empowering, and once you get it locked...
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FCM184: How To Go Beyond The Workout & Create A Deep Human Connection with Mason Bendewald
A trainer is not just a trainer. We're so much more than someone who gets certified to move others through a series of exercises safely. Deep down, we know that we also have the potential to step into a role where we can have such a more significant impact. Because the truth is that fitness,...
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FCM183: Ending Your Entrepreneurial Poverty & Promoting Yourself to CEO with Rachael Cook
Our guest today shares some insane statistics. Women business owners make up 44% of small businesses in the US. But only bring in 4% of small business revenue. Only 12% of those women break 100k. Only 2% break 1 million. The way she sums up these statistics is this: women are facing…
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FCM182: How Fitness Missed The Right Metric to Measure Group Fitness with Rich Fahmy & Steve Myers (Part 2)
Brace yourself for part two of this epic conversation with not one but TWO very important guests that we are so excited to introduce to you. We feel so lucky and are incredibly honored to host the content and product managers at AFAA / NASM, Rich Fahmy and Steve Myers. These institutions are THE...
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ABOUT THIS SHOW
The Fitcarma Podcast is for fitness studio owners who are ready to make the leap from being a business to becoming a brand.Each episode explores what it really takes to build a fitness brand people feel, trust, and choose on purpose: from sharper positioning and stronger messaging to better class experiences, team alignment, and long-term loyalty.If you want to stand out in a crowded market, create a more memorable client experience, and build something people come back to for more than just the workout, this show is for you.
HOSTED BY
Barry & Shay Kostabi: Brand Strategist + Experience Designer
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Frequently Asked Questions
How many episodes does The Fitcarma Podcast have?
The Fitcarma Podcast currently has 230 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is The Fitcarma Podcast about?
The Fitcarma Podcast is for fitness studio owners who are ready to make the leap from being a business to becoming a brand.Each episode explores what it really takes to build a fitness brand people feel, trust, and choose on purpose: from sharper positioning and stronger messaging to better class...
How often does The Fitcarma Podcast release new episodes?
The Fitcarma Podcast publishes regularly with 230 episodes available. Check the episode list for the typical release schedule.
Where can I listen to The Fitcarma Podcast?
You can listen to The Fitcarma Podcast on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts The Fitcarma Podcast?
The Fitcarma Podcast is created and hosted by Barry & Shay Kostabi: Brand Strategist + Experience Designer.
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