Maria’s dharma is not driven by financial gain as a first objective. She has created a business model that helps yogis run a fulfilling and sustainable business, one that also supports the growth of strong communities. “With the creation of Honor,” Maria explains, “I have taken my experience and applied it to a network of community-based yoga studios where people can come to care for their bodies, their minds and their spirits through a holistic and fulfilling yoga practice.” In a world where fitness has become so often too retail and transactional, Maria’s approach with Honor Yoga exemplifies the perfect combination of heart, compassion and the necessary keen business sense to become successful and perhaps more importantly, remain sustainable; a challenge many well-intentioned yoga practitioners and fitness professionals are all too familiar with. With Maria’s insight and expertise, just as she’s achieved with some of the most influential fitness clubs, she has worked with yogis and studio owners to triple and even quadruple their business and successfully brand and market to drive more traffic, creating thriving
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businesses for themselves and by extension their communities.
ADVICE FROM THE INSIDE As is evident with her breadth of experience, Maria has been closely involved in nearly every aspect of the industry. With the evolution of health clubs increasingly consolidating, and the independent, middle-market clubs diminishing, the market seems to be splitting into two categories: the low price/ high-volume clubs and the high value/boutique facilities. She attests this is a great time for independent trainers since the market is ready and willing to pay for higher-value services. The key, she says, is to develop a strong brand that will stand up against consolidated, middle-market brands like Crossfit and Orange Theory. This is especially important if one doesn’t have strong business, sales and marketing experience.
THE MOST IMPORTANT THING When asked how she balances her drive and sustainability with her roles as mom, wife, CEO, volunteer and leader, she says the key
for her is to answer the question, “what is the most important thing I can do in each role this week.” By being purposeful about accomplishing this weekly, it keeps her balanced and ensuring that she’s not looking back years later and saying she wishes she did this or that. The most important thing is to never feel like a victim; take charge of your life and don’t let it take charge of you.
THE GIFT THAT KEEPS ON GIVING Maria’s resume of experience over the last 20plus years is without question impressive. Multiple successful businesses and a quickly growing yoga studio franchise is undoubtedly proof of her business savvy, love of the industry and keen sense of our industry. However, perhaps the less obvious accomplishment, one that can’t always be quantified on a resume, is her impact. Her genuine commitment to giving is evident in the success of the business owners she’s helped elevate, the clubs and studios she’s helped grow that in turn serve their communities and create meaningful change in people’s lives. Maria Turco is certainly a gift to our industry that keeps on giving.