CASE STUDY BACKGROUND Julie O'Day is based in East Lansing, MI where she runs a health & wellness practice called O’Day Studios (ODS). Julie’s been a Massage therapist for 20 years. Three years ago she added Gyrotonic Training. SITUATION “Gyrotonic Training is the main tool that we as a group use and it’s what we “sell” to the public. It is a format for body mechanics retraining, based in strength and flexibility work like yoga and pilates, but with some qualitative differences. We have roughly 35 regular students who come every week. What I know about them is that they LOVE us. They are an amazing, loyal, appreciative bunch that keeps all of us trainers inspired to grow the studio more. But getting someone TO the studio in the first place? Touuuuuugh...” Also: she hates the ter

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