How to cultivate community?
HOW TO CULTIVATE A COMMUNITY
as a lone wolf or one who loves the pack.
Like it or not, you're a community leader.
As a fitness + wellness professional, you build relationships that support and sustain community. In one-on-one sessions, many independent Pros focus on deeply rooted relationships, nurtured through private sessions, where clients become like family over time; whereas group instructors who teach intimate small classes build loyal followings of repeat class attendees who seek a special social bond that's heightened by working out hard, together.
With summer’s backyard barbeques and Pride-month parties, rooftop shindigs and stoop hangs, pool parties and beach strolls, travel adventures and more, this July 4th holiday, we’re thinking of the myriad ways in which independent fitness + wellness pros lead, build, and nurture communities they love.
Many independent fitness and wellness professionals who rent space to run their business are staring at schedules that have begun to slow down for the season - which means it's the perfect time to reflect on who you serve, and take action to polish your offerings for your business.
WHO IS YOUR CREW?
Whether you teach private sessions, offer small group classes, or a hybrid model including remote sessions, the clients you work with reflect deep relationships organized by community-building principles.
You might teach private personal training sessions to gay men in their 40s who want to feel good in their bodies and be accepted for who they are. Maybe you’re an independent Pilates teacher who primarly trains older women who return each week for quality attention, someone to talk to and have fun with while building strength and confidence; or you’re a Physical Therapist that acts as a key team-member to elite athletes, runners, tennis players looking for a competitive edge and someone who “gets it” when it comes to commitment and wanting to succeed; or your small group classes attract type-A new york performers who flock to your class where they can breathe a little deeper outside of the spotlight for an hour so they can later slay on stage.
Whichever wellness community matches your vibe, check out these tips to attract your peeps so you can thrive!
DEFINE YOUR COMMUNITY
Need business support to identify who your peeps are?
Here’s a quick exercise to get you thinking about the ideal customer profile for you:
What age are they? (what age are you?)
What is the magic sauce in your session? Do people leave feeling better? Do they feel witnessed? Are they empowered? Do they listen to themselves and their body? After you rent space for personal training, have they sweated? Did they laugh and leave lighter following a Pilates rental? Are they more put together / composed? Do they feel strong and/or confident? Do they feel more deeply?
What is the problem you solve for people? You’re likely a passionate and excellent personal trainer, pilates teacher, massage therapist, physical therapist, yoga teacher etc, so beyond the physical wellness experience you provide, what do people come to you for?
Why do people seek you instead of anyone else with the exact same certification, license, or advanced training in fitness and/or wellness? (Is it a specialized expertise, an attribute of your personality, your background, something you’ve overcome that you can empathize and support them with, or…?). For your business, you can rent a pilates studio to see clients, find a personal training studio or private gym in nyc, find treatment rooms for rent etc - but understanding the essence of WHY people really want to spend an hour with you every week is paramount to developing and managing a business you can be proud of.
People are connected to you via a number of factors. When you think of who you love working with the most, which attributes pop to mind? (age (ie +/- 5 yrs of yours?, gender, sexuality, industry/career, personality type, worldview, specific sports, shared interests, country of origin, income level, social style, location, etc)
CONNECT YOUR COMMUNITY
If you know who are peeps are, but now want to leverage the community you’ve built, to monetize your following, and/or offer enhanced engagement, consider some of the following successful ideas:
Host a meet up (run club, book club, group workout, semi-privates curated by needs, dinner party, panel + networking event)
Do a fundraiser or raise money for a cause you all believe in
Throw a Client appreciation event
Surprise and delight with a simple gift or note (the classics: hand-written birthday cards, flowers to mark milestones, bring clients their fave coffee or cookie; the newbies: gift cards to brands you both love, tickets to an experience they’ll love, selfie/social shout-out/text message from their fave influencer or someone they follow)
Neighborhood engagement (happy hour takeover, pickleball, dinner out w/ your best clients)
Host a series of classes/workouts/workshops curated around a shared theme (ie rent a pilates studio for a small group workout, use a gym for rent to host a branded workout, or takeover a massage room for rent to demonstrate self-massage for your clients).
Think through what your people value most - is it attention? Social connections? Relaxation? Hard work? Or…? Then build an experience around that.
Reminder: our private classroom is available to rent and is perfect for small group classes, wellness experiences, panels, networking events, activations, and more - it’s the perfect size for intimate gatherings and has everything you need to support your community!
CULTIVATE IDEAS
Looking for a deeper dive?
Here are some books by thought leaders that have helped inspire other expert fitness and wellness pros:
Tribes by Seth Godin
The Art of Gathering by Priya Parker
Start with Why by Simon Sinek
Belong – Radha Agrawal (founder of Daybreaker)
If summer reads are not your thing, here are some Podcasts that successful entrepreneurs in New York City swear by to get the ball rolling:
The Rich Roll Podcast Interviews with top thinkers across wellness, mindset, and business. Episodes with Light Watkins, Simon Sinek, and Brene Brown are tribe-building gems.
How I Built This – Guy Raz Real-life stories of community-driven brand growth (e.g., SoulCycle, Barre3, Peloton).
Community Experience Podcast – SPI Media Tactical insights on building online/offline communities with engagement that lasts.
WHERE TO START:
Arrive offers a handful of ways to connect to community, right there in our flagship Flatiron/NoMad location:
Arrive Hive - connect, chat, snack! First Thursday of every month, come hang and meet other Pros, share best practices, and learn how to boost your business.
Spotlight Series - NEW! - Arrive’s ‘in-service’ for Pros offers a unique chance to learn new techniques from expert wellness practitioners: experience advanced approaches, and see how others approach their work.
Trades - expert attention, private sessions, and free! Great chance to dive deep and get a session in!
Classes - check out our ongoing Pilates, Yoga, Meditation, Strength, and other classes.
Private sessions - Arrive offers Pilates studio rentals, treatment rooms for rent, a gym for rent and more! We’d love to host your sessions as you cultivate a connected community.
Last, the fitness/wellness industry is full of inspiring folks, just like you, who’ve built communities around their work. Here are some who’ve cultivated unique, large followings, along with the primary focus for who they defined as their peeps and how they attracted them. Know someone we should include? Send ‘em to us and we’ll keep adding to the list!
Nicole Winhoffer Dance-based fitness - Bold energy and embodied leadership
Isaac Calpito Torch’d (HIIT + performance) - Charisma and signature method
Lauren Roxburgh Fascia-based alignment work - Niche modality + transformation results
Joe Holder Holistic personal training - Values-first brand + cultural relevance
Ben Bruno Elite strength training - Referrals + niche expertise
Kaisa Keranen Mobility & strength workshops - Empowering education + energy
Jacquelyn Umof Yoga/Pilates fusion coaching - Hybrid modalities and high engagement
Lauren Ash Meditation + healing for BIPOC women - Community care and inclusion
Emily Fletcher Meditation workshops - Science-backed mindfulness
Latham Thomas Doula care & wellness education - Sacredness of in-person care
Juliet C. Obodo Hypnotherapy + subconscious reprogramming - Transformation via group healing
Radha Agrawal Daybreaker (sober dance parties) - Ritual + joy + consistent global activation
Shiva Rea Yoga retreats & teacher trainings - Spiritual grounding + global consistency
Lauren Taus Psychedelic integration + yoga retreats - Sacred space holding and vulnerability
Emily Abbate IRL wellness events + run clubs - Shared storytelling and resilience
Taryn Toomey The Class (group fitness + emotional release) - Emotionally charged rituals and shared catharsis
Tracy Anderson Dance Cardio / Studio Method - Exclusivity, consistency, and loyal clientele
Cara Reeser Pilates workshops & privates - Precision-focused + empowering hands-on guidance
Don Saladino Celebrity personal training - Long-term relationships, strong online/in-person brand crossover, high trust
Mark Fisher Boutique gym owner - blends playful theatricality and serious fitness