Fitcarma helps fitness businesses build meaningful brands that resonate emotionally with their customers, creating lasting loyalty.
In the fitness industry, the conversation has long been dominated by trends and fleeting workout fads. But what if the key to lasting success wasn’t just about the latest workout or the hottest new piece of equipment? What if it was about creating an experience that deeply resonates with people—a connection that goes beyond the physical?
Fitcarma, a global brand strategy and experience design consultancy, is doing just that. Founded by Barry and Shay Kostabi, the company’s mission is to transform the way fitness businesses grow. They’re helping studio owners realise that they’re not selling workouts or fit bodies. They’re selling aspirational identities that their dream clients can connect with emotionally— identities that their workouts can help them reach.
The Origin of Fitcarma: A Shift in Focus
Barry and Shay Kostabi’s journey into the fitness world began with a passion for helping others lead healthier lives. But as their careers evolved, they saw a troubling trend: fitness businesses were too focused on sales and attracting new clients, often at the expense of long-term relationships and deeper connections.
They realized that fitness wasn’t just about physical change; it was about creating an identity—a sense of belonging that members could embrace. In 2017, they founded Fitcarma with a simple but powerful goal: to help fitness businesses create unforgettable brands based on connection and meaning, not just workouts. They sought to help studio owners evolve their businesses into brands that reflect their deeper purpose, moving beyond temporary trends and tactics.
Overcoming Early Resistance: Changing the Industry’s Focus
When Barry and Shay started Fitcarma, they faced a fitness industry deeply entrenched in a surface-level mindset. Studios were fixated on “selling more memberships” and “filling more classes,” while marketing aesthetic transformations they couldn’t always back up. The result was a cycle of short-term gains and long-term losses—clients came in on hype, but churned just as quickly. Without real emotional connection or consistency, studios found themselves on a hamster wheel of constant promotion, with no lasting loyalty, no deeper impact, and no sustainable brand power.
Barry and Shay’s vision was different. They believed that the real driver of success wasn’t numbers—it was resonance. To make an impact, fitness businesses needed to move beyond chasing the next trend and start creating brands that offered meaningful experiences people could personally connect with.
While this approach was groundbreaking, it wasn’t always easy to convince others. The industry was still hooked on surface-level tactics: chasing leads, pushing new workouts, and promising body transformations that rarely delivered lasting change. Fitcarma’s philosophy was clear: true growth comes from building brands that people believe in. They began guiding studios to align their mission with every touchpoint—from their story and visual identity to the class experience and the way instructors embodied the brand on the mic.
The Turning Point: A Holistic Approach to Brand Building
Fitcarma’s breakthrough came when they realized the importance of integrating three key elements: Brand Strategy, Experience Architecture, and Instructor Development. Unlike traditional marketing agencies that focus only on selling a workout or getting more leads, Fitcarma understands that a brand is more than just a message. It’s an experience that has to be consistent in every interaction.
Fitcarma’s holistic approach was revolutionary in the fitness industry. Instead of focusing on just a brand’s story or aesthetics, they helped clients design an entire experience—one that would consistently deliver on the brand’s promise. Every part of the studio experience, from the moment someone walks through the door to their last breath in class, needed to reflect the studio’s core values and purpose.
This alignment of strategy and experience proved to be a game-changer. Studios that implemented this approach saw increased retention, higher brand loyalty, and a stronger sense of community among their clients.
What Makes Fitcarma Unique Today: A Lasting Impact on the Fitness World
Today, Fitcarma’s impact on the fitness industry is undeniable. Their work continues to set them apart from competitors who still focus on surface-level strategies like marketing tactics or attracting new leads. Fitcarma doesn’t just help businesses get more members—they help them build brands that inspire loyalty and connection.
Fitcarma’s clients span the globe, with successful partnerships across North America, Asia, Australia, and beyond. Their approach isn’t about just creating a polished image or a slick marketing campaign. It’s about building a brand that people can identify with, one that offers an experience that resonates with their personal values and goals.
One of Fitcarma’s unique strengths is their focus on instructor development. They don’t just train studio owners; they train instructors to embody the brand’s values in every class. This ensures that the experience clients have in the studio is consistent with the brand promise, building a deeper, more personal connection with every session.
A New Vision for the Fitness Industry
Fitcarma’s work is more than just consultancy—it’s a movement. Their belief is simple: fitness businesses shouldn’t just aim to sell workouts. They should aim to create experiences that people feel in their bones, that people can return to time and time again because they feel truly connected to the brand.
As the fitness industry continues to evolve, Fitcarma’s philosophy provides a blueprint for the future. Their work has helped transform fitness businesses into brands that not only attract new clients but also inspire loyalty and a sense of belonging. By prioritizing emotional connection over aesthetics or trends, Fitcarma has helped redefine what it means to build a successful fitness business in the modern world.
For Barry and Shay, the recognition they’ve received—being featured in Fitness Business Insider, ACE Certified Magazine, and VoyageLA, among others—is not about accolades. It’s about continuing to spread the message that fitness should be about more than just physical results. It should be about creating meaningful experiences that help people connect with themselves and their communities.
How Fitcarma’s Approach Can Benefit Your Fitness Business
Fitcarma’s mission is clear: to help fitness businesses move beyond trends and tactics, building brands that offer deep, meaningful connections with their clients. If you’re a fitness studio owner or instructor looking to create a brand that resonates with people on a deeper level, Fitcarma’s approach can help you elevate your business and your brand.
By focusing on building emotional connections and crafting consistent, high-quality experiences, Fitcarma helps businesses increase retention, loyalty, and reputation—ensuring long-term growth and success.
Next Steps for Your Fitness Business
If you’re ready to build a fitness business that goes beyond the basics and creates lasting connections with your clients, Fitcarma is here to help. Book a North Star Session to explore how their unique approach can help you turn your fitness business into a brand that people love and remember. Don’t just sell a workout—create an experience that builds loyalty, community, and transformation.
Social Links:
- Fitcarma Website
- Make Them Feel Something
- Instagram – Fitcarma HQ
- Instagram – The Group X Conservatory
