For 11 years, The Pole Academy, founded by Jax Spencer, has been a dynamic force in the world of fitness and community. Established in 2014, the studio has operated from its sole location and boasts the notable achievement that Jax has been able to pay themself since day one. The business showed incredible tenacity during the pandemic, successfully navigating the challenges by adapting to online classes and securing SBA loans to support staff, ensuring the studio emerged stronger than before.
The Joy of Achievement and the Day-to-Day Grind
Jax finds significant fulfillment in teaching classes. The greatest joy comes from witnessing students achieve major milestones, such as mastering their first successful climb or the exhilarating moment of letting go with their hands.
While the passion lies in teaching, Jax acknowledges that successful business ownership requires dedication to numerous administrative tasks. The role extends beyond instruction to include responsibilities like janitorial duties, scheduling, marketing, and payroll. To meet the high demand from clients, the studio runs numerous classes daily, covering mornings, evenings, and weekends, and offering a variety of private lessons, group classes, and seminars.
However, even a thriving business faces hurdles. Jax notes that a personal struggle is managing teamwork and delegation. The studio also grapples with expected seasonal dips in membership that commonly occur during the summer and holiday seasons.
Building the Buzz: Referrals and Community Excitement
The Pole Academy’s most effective strategy for client acquisition relies on word-of-mouth referrals. This organic growth is supported by a “street team” that promotes the studio online and offers incentives for successful referrals. Jax also utilizes paid marketing on platforms like Facebook and Instagram, and periodically employs Groupon to attract new residents. While acquisition is strong, Jax explains that client retention remains a challenge because students’ ability to attend classes is often impacted by various life changes.
Community engagement is a hallmark of The Pole Academy. Jax strategically plans events, evaluating past successes and incorporating new ideas into the yearly calendar to maintain student excitement and anticipation. These events are often timed quarterly or aligned with holidays.
The studio hosts four to five showcases annually, providing essential performance opportunities for both staff and students. Jax also organizes regular community nights, parties, and raffles, which serve to engage the student community and offer support to local businesses.
Beyond celebration, The Pole Academy is deeply committed to charity work and community initiatives. This includes:
- Organizing clothing swaps, with remaining items donated to organizations such as Shepherd’s Gate and Miracle Hill.
- Running drives for “I support the girls,” collecting hygiene products and clothing specifically for women’s homeless shelters.
- Participating in galas to support mental health groups like NAMI.
The Future Spin: Dreaming of a Grand Stage
Jax envisions significant expansion for The Pole Academy, with the long-term goal of opening multiple “campuses” in different cities, identifying Spartanburg and Columbia as potential locations. Jax is mindful that such an endeavor involves considerable overhead and logistical challenges.
Other future goals include enhancing educational opportunities by bringing in guest instructors and hosting community events and certifications. Jax also plans to continue traveling for workshops and performances while ensuring the studio is competently managed by staff.
If given the opportunity for ideal business enhancements, Jax would choose to acquire a larger space with a built-in stage for showcases and performances. This crucial enhancement would maximize the studio’s potential by allowing for more aerial apparatuses, increased class sizes, and dedicated areas for DJs and photographers, significantly enhancing the experience for staff and students. Jax notes that the current space limits what the studio can currently offer.
One lesson learned during the pandemic was the enduring value of the in-person experience. Although the studio temporarily shifted online, client engagement dropped significantly once in-person classes resumed, as students overwhelmingly preferred the tangible experience and direct interaction offered by the physical studio. Consequently, Jax does not plan to maintain a regular online presence unless another pandemic necessitates it, though private online instruction is occasionally offered.
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