Building a Boutique Studio That Lasts: Lessons on Leadership, Brand, and Growth with Seran Glanfield
If you're running a boutique fitness studio, you've probably felt the pressure to do it all: coach, manage, market, lead, and somehow also scale. In the latest episode of Multi-Studio Mastery, our co-founder Tessa sat down with someone who truly gets it: Seran Glanfield.
Seran is the founder of Spring Three, and she's spent over a decade coaching hundreds of studio owners around the world. From the early days of the boutique boom to the hyper-competitive landscape we see today, Seran has seen it all and helped studios grow through it.
This conversation wasn’t about surface-level tips. It went deep into the heart of what makes a studio thrive long-term. Whether you're just starting out or scaling to multiple locations, there’s a lot to take away from this one.
From Trading Floors to Reformers
Seran didn’t start in fitness. She came from the high-pressure world of commodities trading in London and New York, working long hours and chasing performance in a high-stakes environment. Her shift into boutique fitness started with one Pilates class at 8:30pm after work. It was humbling. And it changed everything.
From there, she committed fully. A 1,000+ hour Pilates teacher training later, Seran began coaching other instructors and studio owners; first informally over coffee, then as a full-fledged consultant. That blend of business instinct and movement passion is what makes her coaching work resonate so deeply.
What Makes a Studio Stand Out?
As boutique fitness exploded, the challenge became not just getting people in the door, but standing out.
Seran shares that a studio’s brand isn't just its logo or colors, it's the deeply-held values that shape how clients experience the space. Studios that skip the foundational work of identifying those values tend to struggle with retention. Clients might love a few classes but leave after a few months because there’s no deeper connection.
“If there isn’t a philosophy that binds you and your clients together, they’ll eventually move on,” Seran says.
Through her work, she helps studio owners dig into what they really care about, who they’re best suited to serve, and how to weave that into every part of the business. The goal is more loyalty, less churn, and a studio that doesn’t have to fight to be seen.
Growth Is More Than Just More
Scaling a boutique studio isn’t about cloning the original. Seran reminds us that each new location is its own adventure. The mindset that got you to one location won't get you to five.
The data has to support your growth, yes. But so does your team, your culture, your clarity as a leader. And most importantly, your why.
Culture Isn’t Vibes, It’s Training
A big part of the conversation focused on what makes or breaks team culture.
It's not about pizza parties or good vibes (though those help). It's about investing in your team with clear onboarding, ongoing training, and well-defined roles. Great teams don’t happen by accident. They’re built with structure, communication, and care.
And when your team feels confident, supported, and seen, that energy flows straight to your clients. Every touchpoint becomes stronger. Every class becomes more aligned with the vision. Culture is contagious.
If You Take One Thing Away...
Whether you're opening your first space or managing a handful already, this episode is a reminder that your studio is more than a business. It's a living ecosystem of people, purpose, and possibility.
When you build your brand from the inside out, lead with clarity, and stay connected to your why, scaling doesn’t feel like chaos. It starts to feel like flow.
Watch the full episode with Seran Glanfield here.
Grab our free High-Performance Studio Toolkit.
Check out Spring Three’s latest free training.
You’ll find resources to help you:
- Define your studio's brand pillars
- Train your team to deliver consistent experiences
- Plan your next stage of growth with more clarity
Your studio doesn’t have to be like everyone else’s. And honestly, it shouldn’t be.
This episode is a great place to start remembering why.
