By Khalida Sarwari
When the Burn fitness studio on Third Street announced last month it would be closing its doors after less than a year in business, a core group of dedicated customers chose to do something about it.
With their purses and bags stuffed with postcards, fliers and discount coupons, this group walked the streets of downtown, canvassed neighborhoods, dropped by the farmers market and local community events, attended their children’s school meetings and stopped people any opportunity they had to tell them about the new studio, which promotes a 55-minute workout method that draws upon the disciplines of pilates, cardio and strength training.
The idea was to spread the word so that more people would become aware of the studio, in- creasing its presence and thereby, membership base, which had suffered due to its hidden location and poor management.
“Saratoga needs a business like Burn,” said Sharon Baab, a resident and client who’s been heavily involved in the effort to save the studio. “I believe Saratoga needs these new type of businesses to attract different people to the downtown area. Burn brings energy to downtown area, which is very much needed.”
Burn Saratoga is the sixth location for Lisa Corsello and her hus- band, Jason Apter. The two also have four studios in San Francisco and one in Oakland. Saratoga is the first South Bay location and special for Corsello, who grew up in the San Jose-Campbell area and held jobs in downtown Saratoga while attending Prospect High School.
“I worked across the street from where the studio is for al- most six years,” said Corsello. “It’s basically where I grew up, so bringing my business and what I think is the best workout back home was extremely important to me.”
But it soon became apparent not everyone involved felt as passionately about Burn as she did. She and her husband weren’t getting the output they wanted from their managing partner, whom Corsello declined to name. The problems started early on and affected their partnership, said Corsello.
“She wasn’t happy, we weren’t happy; it just wasn’t working,” she said. “We said, ‘Look, we tried and it did not work out.’ We came to a mutual decision to end the relationship.”
Corsello soon realized that end- ing that relationship meant potentially shutting down the studio as it would be a hardship for her and her husband, who now live in Sonoma, to manage it. They sent an email to their members in April notifying them of their decision, which resulted in an outpouring of concern that surprised Corsello. Moved by this response, she decided to personally meet with her clients so she could better elaborate on her decision and offer an apology in person. Again, she was in for a surprise.
Nearly two dozen members ages 20 to 80 showed up to the meeting, and most of them brought notes outlining their plans and ideas for saving the studio. One client told her going to Burn was an activity she shared with her teenage daughter, and she’d be sad to see it go. Another woman told her she relied on her Burn workout for health purposes. One after another told her what a difference Burn had made in their lives, Corsello said.
“I was blown away by it,” she said. “I didn’t know what was going on with Saratoga. To have people come and tell me, ‘Yeah this is working and we just need to get the word out, and let us get the word out.’ I feel like people in Saratoga, [they’re] so welcoming and kind and authentic.”
Corsello and her husband agreed to give the studio three additional months, said Baab. During this time, clients did everything they could to build up the membership base. They handed out postcards, talked to other business owners and posted information on bulletin boards. Each client acted as an advocate for the studio, spreading the word within their local groups, clubs and organizations. Baab herself volunteered to give group tours of the studio.
“Clients were very passionate about the program since many of us had joined other exercise or large athletic gyms in Los Gatos, and we knew we had the best program in the South Bay but minimal awareness,” she said.
The rallying seems to have worked. Corsello said the morning classes, especially, have been selling out, so she has had to add three classes to the schedule. She’s also considering hiring more instructors.
The rallying effort taught her a few things, said Baab. Because they had to band together for the cause, the clients were compelled to befriend each other, she said. It also helped rekindle relationships members had with people to whom they had recommended Burn. Not only that, it gave them an opportunity to get to know some of the businesses and their owners in the community better.
“This process has given me a different perspective of the community and the businesses in the area,” said Baab. “I now have more friends in the community and have rekindled old relationships as well.”
Burn is located at 20603 Third St. For more information about the studio, visit burnpilates. com.
