Episode #556: Mastering Fitness Studio Growth-KPIs, Cashflow, and Expansion With Lauren Schoenfeld

In today’s episode, host Pete Moore talks with Lauren Schoenfeld, founder of Active Core Consulting and a powerhouse fractional Chief Financial Officer (CFO)  specializing in the boutique fitness space. With an impressive finance background spanning PwC, WeWork, and Equinox, Lauren has a unique blend of skills in the HALO sector (Health, Active Lifestyle, Outdoors) to help studios and gyms not only survive but thrive. She relays her journey from athlete to finance entrepreneur, the creation of her consulting agency during the pandemic, and how her team supports fitness businesses with everything from streamlined financial and business planning, to holistic sales and operations coaching.

Schoenfeld dives into common financial pitfalls fitness operators face, why understanding your KPIs on a weekly and monthly basis is critical, and her hands-on approach to guiding owners toward sustainable growth and profitability. Whether you're struggling to get your cash flow under control, looking to scale to multiple locations, or simply want to run a tighter ship, this episode is packed with practical advice, real-world studio benchmarks, and Lauren’s “just ship it” mantra. Tune in for an insightful conversation that’s critical listening for anyone in the HALO space aiming to manage, measure, and ultimately maximize the value of their business.

On the power of personal connection in the digital space, she states, "I also think that because our world has become so digital, even having the front desk team learn how to have conversations with people that are coming into the studio is a huge area of opportunity that we help our clients with."

Key themes discussed

• Importance of financial clarity for fitness studios.
• Role and value of a fractional CFO.
• Building and tracking key business KPIs.
• Strategies for boutique studio revenue growth.
• Managing cash flow and operational adjustments.
• Software tools and systems for studio management.
• Community engagement and sales through conversation.

A few key takeaways: 

1. Strong Financial Foundations Are Essential, Not Optional: Lauren highlights many fitness studio owners lack a true understanding of their finances. She says it's not just bookkeeping that's missing but a real, hands-on understanding of cash flow, profitability, and Key Performance Indicators (KPI's.) Solid financial processes and regular P&L reviews help owners avoid surprises, make better decisions, and ultimately set themselves up for growth or a potential exit.

2. Fractional CFOs Offer Comprehensive Benefits: Lauren’s firm, Active Core Consulting, provides not only CFO-level guidance but holistic support—combining bookkeeping, financial modeling, three-year business plans, and ongoing operational consulting. This all-in-one approach is especially valuable for boutique fitness studios needing more than just a traditional bookkeeper or an accountant.

3. Regular KPI Tracking Drives Better Outcomes: She stresses the importance of tracking KPIs weekly (and monthly)—not just revenue, but also leads, intro offers, membership sales, and class packs. By setting benchmarks and monitoring progress, studios can make fast changes and improve their results over time.

4. Sales and Operations Training is Often the Missing Link: Lauren found that many studios simply didn’t have a solid sales process, clear guidelines, or strong community marketing strategies. Her agency often helps struggling studios by focusing first on sales and operations coaching—sometimes before touching the financial model—believing operational tweaks can quickly stop the bleeding and boost revenue.

5. Entrepreneurial Flexibility Can Beat Franchise Rigidity: While franchises promise a business-in-a-box, Lauren sees real opportunity for independent owners (and even franchisees) to create more tailored systems that genuinely fit their vision, rather than following (in many cases) overly-rigid franchisor mandates. Her team encourages owners to build scalable, profitable businesses with proven frameworks but without unnecessary constraints.

Resources: 

• Lauren Schoenfeld: https://www.linkedin.com/in/laurenschoenfeld1 
• Active Core Consulting: ttps://www.activecoreconsulting.com/podcast
• HALO Talks 2 Minute Financial Drills (Videos): https://bit.ly/2minutedrills 
• Prospect Wizard: https://www.theprospectwizard.com 
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com