Expanding client base could lift exercise studio's profile

When Lisa Johnson started an exercise studio in the Back Bay nearly six years ago, she borrowed $10,000 from her mother, $7,000 from a leasing company, and put in several thousand of her own to buy $20,000 in equipment. She rented less than 200 square feet of office space.

''I have had closets that were bigger," she said.

Now Johnson runs her business, Studio Elle, in the heart of Coolidge Corner, employing four instructors to help her teach Pilates, exercises designed to improve muscle tone, strength, and posture and decrease back pain.

She and her instructors combined have 106 appointments a week. Her business has grown steadily, and now she's hoping to expand her studio's visibility and prestige. She'd like to bring the number to 120 clients and trim a group class in favor of more lucrative private sessions.

With that in mind, Johnson met with graduate students in a Babson College entrepreneurship class, run by professor Julian Lange. She left an hour later with plenty to think about, including: broadening her proven word-of-mouth marketing technique, including joining the board of a national Pilates organization or sponsoring breast cancer walks, said students Dan Cullaty and Jason Moura. Johnson could widen her reach to include stay-at-home moms, Steve Miele added.

Each client probably knows five or 10 more potential clients, Tim Gobran said. ''You've got that base there. Use that base to drive that business," he said.

Tavinder Phull suggested recruiting manicurists or hair stylists. ''Give them a free session. Say, 'If you like it, tell your clients about it,' " Phull said.

Johnson also needs to consider adding ''the best website" and the ''best atmosphere," said Kristen Grossman, ''and bringing it into your whole marketing. Consistently have the same message."

Warily, Johnson asked what people thought of her website.

''It's novice," Grossman said. ''The information is accurate. I don't know what the inside of your place looks like, but if you could, use the best materials. Have that spa appeal."

Johnson should also reach out to physical therapists and other health professionals, suggested Carol Pietromonaco, who is a physical therapist.

''I know the value of Pilates," she said.

Bob Meindl noted that Johnson's dedication to growth has waxed and waned.

''There's an inverse relationship between the amount of day care I have and my ability to grow," Johnson admitted. Opening a second studio in an underserved suburb would be very appealing, she said, ''but I think, God, do I want to go through this again? Plus, I need cash, $25,000 or so, to set up a second location."

Another volley of suggestions included how Johnson should reach out to concierges and advertise in regional publications.

''While you're at it, raise your prices by 20 percent," said Michael Widmer.

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