Kristin Jostad, Studio Owner at Passage Studios
Kristin Jostad
We were excited to reach out to Kristin Jostad, who is the studio owner at Passage Studios and learn more about her business and what inspires her. In 2011, she purchased Yoga Passage and in 2018 she expanded the main level to include HIIT and spin classes. Passage Studios has done an amazing job at creating a strong community environment, which no doubt helped many during a tough year. During Covid, they were able to successfully transition their whole platform to online while also maintaining the strong community aspect of their business and brand.
Kristin was an inspiration to us for being able to pivot and show leadership during such a trying time. With Covid, the fitness industry had restrictions in place for most of the year which left many studios having to do a full 180 degree shift and move their entire content online. From having streaming capabilities, to creating the right lighting, sound, user experience with online booking, etc. We can only imagine how stressful this was for so many studio owners!
Read on to find out more about Kristin, what she love’s most about being an entrepreneur, how she started Passage Studios and her best advice for the next generation of business women.
(Pink Tank Group): What led you to where you are today as the owner and founder of Passage Studios?
(Kristin): I have always had a love for body movement and found yoga to be the most healing modality for emotional turbulence in my life. I set a clear intention that I was going to own a studio that felt like home to me and everyone who entered ~ I believed it with every cell in my body. Fast forward 5 years later and I had made it my reality.
(Pink Tank Group): After becoming owner of Yoga Passage, one of the oldest yoga studios in Calgary, what was your motivation to rebrand to Passage Studios and expand to yoga, HIIT and spin?
(Kristin): Yoga may be my LOVE, but it wasn't my first love. I cross-trained a lot and the strength I felt from HIIT transferred to more than my physical ability. My physical strength also increased my confidence. After a severe knee injury, I turned to spin to heal the joint. I would go to spin classes and have so much fun. My clubbing days are over...I'm in bed by 10. Maybe this was how I get my fix? The space below me had been sitting empty for 8 years. Why not put some life into it with 2 more modalities that I love?! Yoga is for my head. HIIT is for my body. Spin is for my joy. My "Inner City Sweat Sanctuary" is for everyone. Come connect to your body, your breath, your pals in the way that best serves you. We’ve got something for you.
(Pink Tank Group): What do you love most about being an entrepreneur?
(Kristin): Inspiring people. When I see people light up, break a barrier, dissolve a belief system, get stronger physically, emotionally and spiritually, I feel like I am soaring with them. I am honored to be part of their personal journey.
(Pink Tank Group): Covid forced so many businesses to pivot and change their approach. Especially in the fitness industry! How did you successfully navigate your business during Covid?
(Kristin): Like many studio owners, I went through a LOT of trial and error for video, lighting, sound, different platforms to integrate into my software system to deliver virtual classes to members in their homes. Technology is not my wheelhouse. My teachers were ready, willing and so supportive to help make it work. Their consistency in delivering classes, showing up for our community and me saved Passage.
What are you most proud or in your journey as an entrepreneur?
(Kristin): I lead by example. I lead with LOVE. Young women are deeply influenced by their role models. My daughter once posted that I am her biggest inspiration. So I make sure I'm a f*cking good one. I celebrate strength, beauty, kindness, and encourage people to make their aspirations a reality. I'm proud I can make that my "job" description.
(Pink Tank Group): Do you have any advice for the next generation in business?
(Kristin): People will remember how they felt around you, not necessarily your accomplishments. Be a good person and treat your staff well. Your staff is the face of your company in and out of the house of business. Be selective in who represents your values.
(Pink Tank Group): What do you wish women did more of to support each other?
(Kristin): ADVOCATE for each other! I've heard women admit they kept their mouths closed or looked the other way when something unfair was being done or said. Women are fighting daily to be recognized, fighting for equal rights, and equal pay in the workplace even though more women are in leadership roles than ever before. Women are taken advantage of in construction, car purchasing, negotiations, etc. Know your worth, hold strong boundaries, and make sure the women in your life know theirs. Be bold, and ask for what you deserve. Future generations of women will thank you.
(Pink Tank Group): Have you had a role model or mentor to help you get to where you are today?
(Kristin): I have a sisterhood of successful entrepreneurs. We value difficult questions and honest feedback that helps our businesses grow in strength, not necessarily size.
Kristin Jostad