Hey guys! I am beyond excited to have Ashley Iwanicki, the Founder of The Collective Studios, on the podcast! Ashley is a Friday Society Member, an incredible business owner, and leader in the fitness industry.
Ashley is one of those business owners that brings a kind of clarity and intentionality to business ownership. I’d characterize it as somewhere between “let’s build something meaningful” and “yes, you can scale while being aligned with your values.” If you run a studio (or are dreaming of one), this episode gives gold advice.
Why Ashley Iwanicki’s Story Matters
Ashley began The Collective Studios with a vision: create an elevated experience, build a team that genuinely lives the brand, and structure growth to serve people — not just chase metrics. We talked about how Ashley’s goal is to create her studios to be a “third space” for clients which means a place to feel seen, connect, belong. Honestly, she is crushing that goal.
Hiring with Purpose
Ashley shared how she approaches recruitment not just to fill a spot, but to find someone who will carry the brand experience. One of my favorite Instagram posts ever is one of Ashley’s. The “no ding-dongs” post we referenced speaks volumes about how seriously she takes team alignment.
I tell clients all the time. It does not matter how great an employee’s resume is if they are toxic to the environment. Be quick to hire but also be quick to fire. Listen to Ashley’s advice on how to sniff out the bad hires and the best want to pivot.
Owning a Performance Based Business
Something that Ashley does differently than a lot of my clients is that she provides performance feedback for every single employee. This is one of the better takeaways from her time in the corporate environment and it has worked well for her business.
I have found that employees are looking for feedback even if it’s something they can be doing better. Otherwise they hang out in this gray area of wondering if they are hitting metrics and expectations. Ashley talks about how she approaches giving her employees performance reviews and how they are delivered with intention. At its core, these reviews are approached with service and intention.
Systems + Soul
Scaling a studio often triggers the “wait—did I lose what made me special?” panic. I promise you, creating systems and automations that work allow you to deepen your connection with your values. Ashley talks clearly about building workflow, automations, and structure. Think: operations, metrics, referral programs but without losing the human touches that make someone say “I’m coming back not because I must, but because I want to.”
Long-term Vision Over Quick Wins
I love how much Ashley runs towards her long-term vision. Ashley isn’t afraid to chase after her dreams. She doesn’t wait to train her employees once those goals are happening in real time. She leads from a place of acting as though those goals have already happened so her team is ahead of the curve when it does happen. From referral incentives designed for retention, to choosing clients and team members with future in mind — Ashley reminded us that growth isn’t just getting bigger; it’s getting better.
Listen to the Episode
This is an episode that you do not want to miss! Check out this episode with Ashley Iwanicki, Founder of The Collective Studios, now!
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