Julie Sippy, Senior Marketing Manager, Brand and Community for Mariana Tek, shares the takeaways that resonated most with her from the company’s women in leadership events.
The boutique fitness scene is on the rise. The industry is evolving, and consumer expectations are shifting fast. There are more choices in fitness than ever before, and the newest generation is showing up for studios in a big way.
In the early days of boutique fitness, the audience skewed toward a narrower group of loyalists in their late 20s to early 50s. Today, those original members are still showing up, but younger generations are joining earlier in their fitness journeys and finding a true sense of belonging in these “third spaces.” They may have more options than ever, but what they really want is connection and community.
That’s the spirit behind the Mariana Tek City Tour: a series of in-person events designed to meet this evolving industry where it’s headed. Each stop has given us the chance to connect with studios, partners, and leaders shaping what’s next for boutique fitness. After years of virtual connection, these in-person moments have felt electric, a reminder that the magic really happens when we’re in the same room, sharing ideas and energy.
That sense of connection is at the heart of everything we do at Mariana Tek, and it’s what inspired She Built This. The idea started as a conversation about how we could create more meaningful spaces for the many women leading and founding businesses in boutique fitness. We wanted to go beyond the typical panel discussion to celebrate these founders and leaders…not only for the strong businesses they’re building, but for the way they’re shaping the culture and future of the industry itself.
She Built This was designed as both a celebration and a space for honest conversation. It is about learning from those who have been in the trenches of building something from the ground up. It is about collaboration over competition, about telling the real stories of what success looks like in an industry that is equal parts passion, people, and perseverance.
Our first She Built This event took place in Nashville earlier this year, bringing together studio owners, instructors, and industry partners who came ready to connect and learn from one another. The conversation covered everything from starting a business at a young age to the tough decisions around when to sell your business, or when not to. The feedback was overwhelmingly positive, and it was clear we had tapped into something the community was craving: a place to connect, to be inspired, and to feel seen.
By popular demand, we decided to bring She Built This to Chicago. Hosting this one felt particularly special for me because Chicago is home and where I started my career in the fitness industry. The event took place in a packed room filled with familiar faces and new ones, all eager to hear from an incredible panel of women who have built some of the most respected and beloved brands in the industry. I had the honor of moderating the discussion.
Four Key Themes from She Built This Panel
Team Culture: Building from the Inside Out
Throughout the evening, a few key themes emerged, starting with the importance of team culture. Every founder on the panel talked about how critical it is to have a team that not only believes in your mission but lives it every day. Defining clear core values, hiring with those values in mind, and ensuring your people know what you are working toward are the foundations of a strong business.
Katy Richardson, COO of Extraordinary Brands, reflected on some of the biggest lessons she learned in the early days:
“Another thing I really had to learn on the job was how to build and manage a team that could grow alongside me and support the growth of Neighborhood Barre. I had to learn quickly how to lead, motivate, and delegate.”
Her experience highlights how intentional leadership and strong team culture are essential for sustainable growth.
Asking for Help & Learning To Let Go
Another powerful message was about asking for help—and knowing when to step back. As entrepreneurs, it’s easy to feel pressure to figure everything out alone, but every panelist emphasized that seeking guidance is not a weakness.
Reina Offutt, Founder of RTR Pilates, shared how growth requires not just hard work, but the right people in the right seats:
“And sometimes those things for one to three [locations] don’t work at five. And you have to be willing to realize that what got you here isn’t going to get you there. It’s okay to pivot and do what’s best for the next phase of the company.”
Whether it’s leaning on your community, working with consultants, or building relationships with other studio owners, collaboration accelerates growth. Delegation also came up often—knowing when to let go and trust others with responsibilities allows leaders to focus on strategy and innovation instead of getting lost in the day-to-day.
Growing With Intention
The conversation also touched on the realities of growth and what it takes to scale without losing what makes a studio special.
Sarah Levey, Founder of Y7 Yoga, spoke about the importance of consistency as her brand expanded:
“What do I value as a consumer? For me that was consistency. So knowing that going in—that was a pillar of our business—made it a lot easier to go forward and have a mission and vision that doesn’t really change.”
Expanding from one location to multiple brings new challenges around consistency, operations, and technology. Managing several studios requires structure and reliable systems to keep everything running smoothly. It was a natural moment to reflect on how technology like Mariana Tek can help operators scale while preserving the personal touch that makes boutique fitness so special.
Leading With Authenticity
Perhaps the most powerful thread running through the discussion was authenticity. Every founder agreed that people can immediately sense whether something is built with heart and conviction.
Julie Cartwright, Founder of Pvolve, shared how staying true to her vision—and being an early voice in the women’s health conversation—has been central to her brand’s success.
“We weren’t just trying to jump on some bandwagon. If you look at our marketing back in 2019, you’ll hear us talking about pelvic floor and you’ll see the investments we were making in women’s health. And I’m really proud of it, because that is our differentiation. We’re uniquely positioned. We have years and years of clinical backing for our method. But we also did it because that’s what our members said they wanted.”
Authenticity is what keeps clients coming back—it’s what builds community and trust. Staying true to your vision and what your brand was originally founded on is key to long-term success.
Katie Lilly, Founder of Bunda, shared:
“If you stay true to what you believe and what your brand was originally founded on, you will find success. If you try to be a different brand because they are having success, I find that doesn’t usually work. Stay true to what you started it for and usually the success will find you.”
The advice was clear: focus on what makes your studio unique, and create an experience that feels genuine. Not everyone will be your ideal client, and that’s okay. What matters most is cultivating an environment people love to be part of.
As I listened to these incredible women share their journeys, I was reminded of why She Built This exists. It is not just about celebrating success. It is about sharing the lessons learned along the way, the mistakes that became turning points, and the belief that growth is possible when you lead with purpose.
At Mariana Tek, we are proud to power so many of these studios through our technology, but it’s the human side of what we do that continues to inspire us. These events are a reminder that while systems and software are important, community is what drives this industry forward. The conversations, collaborations, and shared experiences are what make boutique fitness so special.
We’re also driving the conversation forward on how to measure the strength of these communities through our ongoing industry reporting, helping studios understand not just how their businesses are performing, but how their connections are growing.
To everyone who attended, spoke, or partnered with us to make these events possible, thank you. Your energy, insights, and commitment to creating meaningful spaces remind us exactly why we do what we do.
She Built This started as a single event idea and has now grown into something much bigger: a movement celebrating the women shaping the future of fitness. And we can’t wait to see you at the next one!
