Jamie King of Flex & Flow tells us how they create opportunities for you to challenge your mind and body.
First of all, how are you and your family doing?
Jamie King: We have a four-year-old, so I think the honest answer to this question is that we’re tired. But also, we’re always laughing. So I guess that’s balance somehow?
Tell us about you, your career, and how you founded Flex & Flow.
Jamie King: My path to founding Flex & Flow was not linear by any means. I originally had a career working in high-tech public relations and marketing, so you know, nothing at all to do with fitness and wellness. But as you can probably imagine, working in a PR and marketing agency was hectic and often filled with late-night events and early mornings, and after years of that, I was seeking more balance in my life. I started teaching yoga and fitness classes on the side, mostly at the request of co-workers who wanted to get in shape, and the more I did it, the more I realized how much I loved it. I continued to immerse myself in the fitness and wellness industry until I was fully submerged and couldn’t think of anywhere else I could be.
I wanted to build a welcoming, inclusive community – the kind of place I wanted to spend my own time – and bring people together around the movement. So that’s what I did. And that’s what I continue to do.
How does Flex & Flow market its product/services online?
Jamie King: I think one of our strongest channels for marketing is word of mouth. Our community members describe Flex & Flow as “the best part of their day” and often market our classes for us just because they love us so much.
But as a former marketing and PR professional, I know that’s simply not enough. And marketing isn’t something we skimp on. We’ve invested a lot of time, energy, and resources into our social media platforms (and I think it shows!), strong community partnerships, corporate partners, and of course, through Google and Facebook ads as well.
How the coronavirus pandemic affects your business, and how did you get through it?
Jamie King: We’re still getting through it! And while it’s not over yet, I’m super proud of our team for weathering some major storms and sticking to our values to keep our community members safe, but also to continue to provide them with movement and community (which so many of us needed even more than ever!).
On March 16, 2020, we closed our doors and didn’t reopen our physical space until May 2021. But we never lapsed. We started offering online classes the next day, continued to refine our offerings, and built out a robust and amazing digital yoga and fitness studio and online teacher training, which we’re still using now!
What specific tools, software, and management skills are you using to manage your online marketing?
Jamie King: We’re currently using Later for social media management and Facebook and Google ads for online advertising.
Who are your competitors? And how do you plan to stay in the game?
Jamie King: The wellness industry is over-saturated – there are so many players and options out there for consumers – especially now that so many of us are offering digital options. That said, I think what sets us apart is the strength of our community. While we can’t compete for head to head with a fancy stationary bike or a mirror that talks or even celebrity-led workout platforms, we’ve got something that nobody else will ever be able to buy or replicate exactly, and at the end of the day, our community is what we’re most grateful for (and most proud of!).
Your final thoughts?
Jamie King: What you’ll find at Flex & Flow isn’t your average yoga or fitness class. Flex & Flow’s workouts have their own secret sauce – it’s yoga for people who hate yoga and workouts for people who hate workouts. And the energy it creates is contagious.