The Road to 1500 Locations with Tianna Strateman of Club Pilates

蒂安娜，非常感谢你今天来参加我的播客节目。

Tianna, thank you so much for joining me on the podcast today.

我很期待深入聊聊，但对于那些可能还不了解你的听众，不如你先简单介绍一下自己，以及你是怎么走到今天这个位置的？

Excited to dive in, but for our listeners who may not know you, why don't you start by just giving us a little bit of an introduction of yourself and how you ended up in your position today?

好的，大家好。

Yeah, hi everyone.

我是蒂安娜·斯特拉特曼。

I'm Tianna Strateman.

我是Club Pilates的品牌总裁。

I'm the brand president of Club Pilates.

我在Club Pilates已经工作八年半多了。

I've been with Club Pilates for a little over eight and a half years.

我加入公司时担任培训与体验副总裁。

I joined the organization as the VP of Training and Experience.

所以我的工作跟普拉提业务和会员体验紧密相关，后来大约两年半前，我成为了总裁。

So it was very closely tied to all the Pilates pieces of the business and member experience and then ultimately became president about two and a half years ago.

那你给我们简单介绍一下Club Pilates现在的情况吧？

Why don't you give us a little update of just where Club Pilates is today?

有多少家门店？

How many locations?

目前的基本状况怎么样？

What's kind of your baseline status right now?

是的，Club Pilates是2007年在圣地亚哥创立的，就在南加州这里。

Yeah so Club Pilates we were founded in 2007 in San Diego here in Southern California.

现在我们在全球有超过1500家门店，这真的非常令人兴奋。我们每天都在不断把普拉提带给世界各地的新朋友，这太棒了。

Today we have over 1,500 locations around the world which is incredibly exciting and we just are continuously bringing Pilates to new people all over the world every day which is amazing.

对。

Yes.

今天我想和你聊的一个话题是，Club Pilates正在推出循环训练课程。

One of the things I wanted to talk to you about today is that Club Pilates is introducing circuit style offerings.

每个成功的品牌都会走到需要进化的这一步。

And every successful brand kind of reaches this point where it has to evolve.

是什么信号让你觉得是时候推出这种新的循环训练了？

What signals told you it was time to introduce this new circuit style training?

对，我们就从这儿开始吧。

And yeah, let's we'll start there.

作为一个品牌，我们一直在思考如何创新，如何走在行业趋势的前沿，同时确保我们忠于自己的品牌定位，并且倾听会员、加盟商和教练群体的声音，他们都给我们提供了非常宝贵的反馈。

So as a brand I would say we're continuously looking at how to innovate and how to stay at the forefront of industry trends and making sure we are staying true to who we are as a brand and listening to our members, our franchisees, and our instructor communities who all give such valuable feedback to us.

我们确实看到，整个行业在向力量训练倾斜，越来越强调增肌的重要性。这不仅是因为越来越多的研究指出，无论女性还是所有人，肌肉量和力量训练对延长寿命都有好处，还因为GLP-1药物的兴起，让增肌和保持肌肉变得尤为重要。这两个信号都表明行业未来的方向。

We could really see as an industry there was a lot of movement towards strength training and really emphasizing the importance of building muscle, not only for research coming out more and more about women's longevity or all of our longevity and the importance of having muscles and strength training to enhance that as well as the rise in GLP-1s and the importance of building muscle and maintaining muscle that those were two signals of really where the industry was going.

再看看我们现有的课程，我们觉得有机会把这些融入我们的课程体系，为Club Pilates的会员提供一种课程，它本质上还是普拉提，但更侧重力量，同时穿插一些有氧元素。

And looking at our offerings we saw an opportunity to build that into our programming and as an offering for our members at Club Pilates to have a class that is still very much a Pilates class but has a little bit more of an emphasis on strength as well as weaving in cardio throughout the class.

那实际做起来是什么样的？

So what does that actually look like in practice?

课程是怎么安排的？

How's the class kind of set up?

好的，课程分为三个递进的环节，重点围绕各种力量训练的基础要素展开。

Yeah, so the class is set up in kind of three progressive rounds focused on kind of building blocks on various strength training components.

所以课程会用到所有的普拉提器械，比如塑身机、稳踏椅、垫子和弹簧板。

So classes are utilizing all the Pilates equipment, the reformer, the chair, the mat, the springboard.

然后在这三个部分之间，我们会穿插一些高强度的有氧运动。

And then in between those three blocks, we have burst of cardio.

这样能让心率提上来。

So we are getting the heart rate up.

我们想提升耐力，同时在这三个环节中也能进行非常集中的力量训练。

We are trying to build endurance, but we're also getting that really focused strength throughout those three rounds throughout the class.

太棒了。

Awesome.

嗯，循环训练在行业里确实越来越普遍了。

Well, circuit training is becoming more common across the industry.

你觉得市场上缺少什么？

What did you feel like was missing from the market?

在创新的过程中，你们怎么确保引入这种训练方式仍然符合品牌定位？

And how do you make sure that introducing this is also staying true to your brand as you innovate along the way?

是的。

Yep.

在Club Pilates，我们相信普拉提适合每一个人。

So, at Club Pilates, we believe that Pilates is for everybody.

让普拉提更容易被每个人接受，是我们使命的一部分，无论是谁走进我们的工作室。我们确实意识到，需要让循环训练这种更传统的普拉提方式对初学者来说也能轻松上手，让他们也能体验到循环训练的好处。

It's part of our mission to make Pilates more approachable to everybody and and anybody that comes into our studios And we really recognize that there was a need to make circuit style training more with a more traditional Pilates approach accessible for even beginners so they could experience the benefits of circuit training.

我觉得有很多品牌在提供循环训练或运动型普拉提方面做得非常出色，但它们并不总是适合所有人。

I think there's a lot of brands that do a really fantastic job at offering circuit style or athletic type Pilates but they're not always accessible to everyone.

所以，我们看到了一个非常符合我们品牌定位的机会，那就是提供全身训练，由我们经过超过450小时培训的优秀教练带领，利用他们的专业知识来设计这门课程，既适合初学者，也能给经验丰富的普拉提练习者带来挑战。

So that's where we really saw an opportunity that was very true to our brand to offer a full body workout led by our amazing instructors that have over four fifty hours of training to use their expertise to build this class that is accessible to beginners, but will also still challenge our really seasoned Pilates practitioners.

所以它仍然很有Club Pilates课程的感觉，但确实比我们其他一些课程更具运动感。

So it very much still feels like a Club Pilates class, but definitely has a little bit more of an athletic feel than some of our other classes that we have.

推出新项目在创新和给会员带来新体验方面总是很棒，但构建、开发，尤其是在多个地点推广，也可能有点让人害怕。

Introducing a new program is always great when it comes to innovating and giving members kind of new experiences, but it can also be a little scary of just building it, developing it, especially scaling it across multiple locations.

对于其他考虑推出新项目的经营者，你有什么建议？也许是你从这次发布中学到的经验。

What advice would you have to other operators who were considering launching something new that maybe you've learned from this launch?

我想说，在我们这么大的体系里，要推动改变确实需要很长时间，就像我们常说的，船大难掉头。

I would say, I mean, in a system as large as ours, it takes a long time to move the ship, as we say.

我觉得这门课从构思到真正推出，大概花了一年半的时间。

I think this class was probably a year and a half in the making before it actually launched.

而且我认为，最重要的是不要过于执着于最初的想法。

And I think that it's so important to not be so married to the idea.

你必须真正倾听客户的声音，倾听教练的意见，并且随时准备调整和进化。

You have to really listen to your customers, listen to your instructors and be ready to pivot and evolve.

我觉得即使是最微小的反馈和改动，也能对最终结果和实施产生巨大的影响。

I think even the smallest bits of feedback and changes can have a massive impact on the results and the implementation.

所以，我认为这正是我们花了这么长时间才把它实现的原因，就是为了确保我们收集到了那些反馈。

So that was really, I think, why it took us so long to bring this to life is just making sure we had that feedback.

我们拥有所有必要的工具和资源，来支持每一位需要在工作室里把这个课程落地的人，最终为会员提供最好的体验。

We had all the tools and resources needed to support each of the people that would need to bring this to life in the studio to ultimately give the best experience to the members.

所以，是的，这需要大量的规划，关注很多细节，并且愿意并且能够灵活调整，听取反馈。

So yeah, it takes a lot of planning, a lot of small details, and just being willing and able to pivot and hear feedback.

要知道，最初的想法很可能会随着时间演变，这没关系。

And just know that what the initial idea was will probably evolve over time, and that's okay.

你最终可能会到达一个更好的状态。

You'll probably end up in a better place.

这种循环训练现在每个门店都有了吗，还是还在逐步推广中？

Is this circuit-style training at every location now or is it still being rolled out across locations?

还在推广中，但我觉得我们超过80%的门店已经把它排进课表了，所以推广速度相当快，这很令人兴奋，也很好地说明会员们喜欢这门课，它引起了他们的共鸣。因为如果我们没看到它出现在课表上，或者开课次数没有持续增长，那就说明它不受欢迎。

It's still being rolled out but I would say probably upwards of 80 plus percent of our locations already have it on the schedule so it has been adopted fairly quickly, which is exciting and is a really great indication to us that members are liking it and it's resonating with them because if we didn't see it on the schedule and continuously growing in the number of times the class was being offered, then that would be an indication it's not working.

所以，看到这么高的采用率，而且这些数字每个月都在增长，真的很令人兴奋。

So the fact that we're seeing high adoption and those numbers continue to grow every month is really exciting.

你们还有其他关键绩效指标来衡量这次推出的成功吗？

Are there any other KPIs that you're tracking to measure success of this launch?

是的，我觉得会员留存率肯定是一个指标。

Yeah, I think we definitely see it in member retention.

我们还会看工作室的使用率，有多少人来上这些课，以及这些课的开课频率。

We see it in utilization of our studios and how many people are attending these classes and how often these classes are being offered.

当然，虽然这两者并不完全相关，但我觉得其中一部分是会员推荐，会员告诉他们的朋友，我们也会关注这些指标。

And obviously looking to while not completely correlated, but I think part of it is referrals and members telling their friends and seeing those KPIs as well.

所以我们会追踪和关注很多指标，但肯定包括利用率、课程数量，还有会员调查。

So a number of KPIs that we will track and look towards, but for sure utilization, class counts, and also surveying our members.

我们也尽量收集很多定性反馈，听取会员和教练的意见，并长期跟踪这些不那么直接由KPI驱动的指标。

We try to also do a lot of qualitative feedback and hearing from our members and our instructors and tracking those metrics over time that are less directly KPI driven.

说到会员，你会收到很多反馈，而且我知道Club Pilates也即将推出工作室翻新计划。

Speaking to your members you get a lot of feedback and I know that Club Pilates is also rolling out studio refreshes coming.

这是你们从会员那里了解到的，还是你们作为品牌决定是时候更新了？

Is that something that you learned from talking to your members or is that just something that you decided that as a brand it was time to update?

是的，我觉得工作室翻新主要是为了实现品牌现代化的目标，并真正规划品牌未来五到十年的发展方向。

Yeah, I would say the studio refresh really came about with our goal of modernizing the brand and really planning for where the brand is going in the next five to ten years.

我们的加盟商希望我们加强品牌亲和力、市场定位以及工作室的整体外观和感觉。

Our franchisees are looking for us when it comes to strengthening our brand affinity and our marketing positioning and the overall look and feel of the studios.

所以，在我们展望未来时，持续现代化品牌并让品牌发展到今天这个样子，对我们来说非常重要，而这也是我们拥有这个品牌十多年来不断演变的结果。

So it was really important to us as we are envisioning the future that we continuously are modernizing the brand and evolving the brand to where it is today, which has evolved over the past decade or so that we've owned the brand.

是的。

So yeah.

我知道健身行业，我们总是说它不断变化、不断发展，要跟上行业现代化的步伐确实需要这些更新，但不是每个经营者都有那么大的预算来跟上。

I know that the fitness industry, we always talk about how it's ever changing and ever evolving and staying with the modernization of where the industry is headed does require some of these updates, but not every operator has these massive budgets that they can keep up.

你会优先考虑什么？或者Club Pilates在这些翻新中优先考虑的是什么？

What would you prioritize or maybe what is Club Pilates prioritizing in these refreshes?

是的，我觉得总的来说，人们低估了哪怕只是重新刷一层漆的影响。

Yeah I would say just globally I think people underestimate the impact of even a fresh coat of paint.

我们从会员那里了解到，清洁度是影响体验的最重要因素之一，哪怕只是重新刷一层漆，也能让工作室感觉焕然一新、干净整洁。

We know in hearing from our members that cleanliness is one of the most important experience drivers and even a fresh coat of paint can make a studio feel really shiny and clean and new.

所以当我们进行这次翻新时，我们确实考虑了成本，因为我们要求加盟商进行这项投资，我们希望确保这项投资能长期提升他们的资产价值。

So when we approach this refresh we really did keep cost in mind because we're asking our franchisees to make this investment, and we want to make sure that this investment is driving value in their asset over the long term.

对我们来说，我们优先考虑的是大堂，也就是客户走进工作室时首先体验到的空间。

So for us, we really prioritize our lobbies and really that first space a customer will experience when they walk into our studios.

我们希望他们一走进工作室，踏入他们的第二个家，就能感受到品牌的活力和氛围。

We really want them to feel the energy and the vibe of the brand from the moment they walk into the studio, enter their home away from home.

所以大堂确实为整个体验定下了基调，甚至超越了锻炼本身。

So the lobby really sets the tone for the entire experience even beyond the workout.

对我们来说，当然，也对普拉提教室和那个空间做了一些小改动，但重要的是我们真正考虑了工作室的整个空间，确保我们要求加盟商花的每一分钱都能为他们的工作室长期投资带来价值。

And for us, of course, made some small changes to the Pilates room and to that space, but it was important for us to really think about the entire space of the studio and make sure that every dollar we asked a franchisee to spend was justified for the long term investment of their studios and to add value.

我知道更新工作室能对会员体验产生很多积极影响，但更新过程可能会带来一些麻烦、分歧，让会员在工作室里走不同的路线。

I know that updating studios can have a lot of positive impact on member experience but the process of updating can cause a little bit of headaches, rifts, moving people different directions throughout studios.

你们如何避免在过程中干扰体验？

How do you avoid the disruption of the experience during the process?

是的，我想说这是成本和最重要的考虑之一，我们尽量不干扰会员体验。

Yeah, I would say this was one of this and costs were the most important things we considered of trying not to disrupt our member experience.

我们知道，如果工作室哪怕关闭一天，会员也会不高兴。

We know that members aren't happy if the studio has to close even for one day.

所以我们真的尽量注意如何压缩施工时间，如何尽快完成这次翻新，以真正不干扰会员体验。

So we really try to be mindful of how to tighten the construction timelines and how to make this refresh happen as quickly as possible to really disrupt to not disrupt the member experience.

所以这些都融入了规划和执行中，考虑如何在实际工作室中实现这一点，同时尽可能减少干扰，并给加盟商提供选择，比如他们是想关闭三天，还是晚上施工，或者根据他们对工作室的偏好来决定如何处理。

So that all went into the planning and execution of how to actually make this happen in a studio while minimizing disruption as much as possible and giving franchisees options on how to do so, whether they wanted to shut down for three days or do work at nights or how they wanted to approach that based on their preference for their studios.

同时，我们也在考虑如何给会员提供沟通工具和资源，告诉他们我们为什么要做这些改变，以及这些改变会给他们带来什么好处，让他们参与进来，并且对此感到兴奋。

And also just really thinking about giving the tools and resources on how to communicate to members, educate why we're doing this and what this will do for them, and really take them on the journey and get them excited about it.

因为归根结底，我们做这些投资是为了让他们的体验变得更好。

Because ultimately, we're making this investment to try to make the experience better for them.

所以，我觉得关键是要让他们明白背后的原因，清楚地告诉他们可以期待什么，以及他们能多快回到普拉提床上。

So I think hopefully giving them the why behind it, giving them clear communication on what to expect and how quickly they can be back on a reformer is critical in doing this.

对于在推出新课程和翻新工作室的过程中支持加盟商，你还有其他建议吗？

Any other advice for maybe supporting your franchisees during rolling out these new programming and refreshing the studios?

你如何让加盟商从一开始就对改变感到兴奋并积极参与？

How can you get franchisees excited about the change and on board from the jump?

我觉得，沟通改变背后的原因和动机总是很重要的。

I think it's always important to communicate the why and the why behind this change.

对我们来说，就是为了让品牌现代化，并继续巩固我们在普拉提这个不断变化的竞争市场中的地位。

And for us, was to modernize our brand and to continue to strengthen our position in the marketplace, in Pilates, a ever evolving competitive landscape.

所以，解释清楚为什么需要改变以及为什么现在正是时候，这一点非常重要。

So super important to why this is needed and why this is timely.

不过我觉得分享成功案例也很有帮助，尤其是那些率先尝试的加盟商，让他们从自己的角度讲讲成功经验，分享由此带来的积极数据和会员反馈，我觉得这真的能帮助推广和获得支持，通过分享先行者的真实经历来带动大家。

But also I think it's helpful to share success stories and for the early adopters that are able to do this first, really sharing from their point of view their success stories, sharing positive KPIs and data that they're seeing as a result of this, and member feedback as well, I think can really help adoption and really help buy in by sharing the real life experiences from those who were the early adopters.

对，完全同意。

Yeah absolutely.

我们聊了新的课程安排。

We've talked about the new programming.

也聊了工作室的翻新。

We talked about the refresh.

除了这些，Club Pilates 接下来还有什么让你期待的新计划吗？

Is there anything else looking ahead that's coming down the pipeline from Club Pilates that you're excited about?

有的，随着我们进入2027年——其实也不远了——我们将迎来品牌成立二十周年。

Yeah, I would say as we move into 2027, which is not too far away at this point, we will be celebrating our twentieth anniversary as a brand.

所以关于2027年的具体安排，我们会有更多内容要分享。

So we'll have a lot more to share about what that looks like in 2027.

但显然，这是一个非常令人激动的里程碑，而且就在上个月，我们刚刚突破了第1500家门店。

But obviously, a very exciting milestone as a brand to hit our twentieth year in addition to just hitting our one, five hundredth location this past month.

所以有很多令人兴奋的事情正在发生，很快会有更多消息分享。

So lots of exciting things happening and more to share soon.

那么，Tianna，我想让我们的嘉宾做一件事，就是请你分享一条建议或一个你想让听众记住的点，如果他们只听到最后，这就是他们记住的内容，那对你来说会是什么呢？

Well, Tianna, one thing I like to have our guests do on this is if you could share just one piece of advice or one thing you want listeners to take away, that if they only listen to the end, this is what sticks with them what would that be for you?

哦，哇。

Oh wow.

我觉得我的座右铭就是永远不要安于现状，哪怕只是思考一件你可以每天改进或提升的事情，我认为这对业务长期来说会有累积效应。

I think my mantra is just never settle and even thinking about one thing that you can evolve or one thing you can improve on a day to day basis just I think has a compounding effect on the business over time.

所以我觉得每个人都很忙，总有无数个相互冲突的优先事项，但只要每天专注于一件事，最终会带来很大的成果。

So I think everyone is so busy and always has a million conflicting priorities, but just staying really focused on one thing day by day, I think will ultimately have big results.

这就是我努力遵循的座右铭。

So that's the mantra I try to live by.

太棒了。

Awesome.

Tianna，非常感谢你和我聊天。

Tianna, thank you so much for chatting with me.

我真的很享受我们的对话。

I really enjoyed our conversation.

非常感谢你邀请我，让我们有机会分享更多关于Club Pilates的动态。

Thank you so much for having me and letting us share more about what's happening at Club Pilates.