Built to Sell Radio Ep 524 3 Non-Negotiables to Walk Away Clean, Turn Your Expertise into Recurring Revenue, and Avoiding a Deal-Killing Clause.
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Dec 12, 2025 Krista Gurka, a former physical therapist, successfully transformed her owner-dependent Pilates studios into a thriving membership-driven business. She shares how she broke free from burnout by implementing effective systems and hiring a COO. Krista recounts the emotional rollercoaster of negotiating the sale of her business, highlighting the lessons learned from a deal collapse and the importance of asserting non-negotiables. With her strategies, she not only improved profitability but also secured a clean exit on her own terms.
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Humble Founder Origin
- Krista started Pilates on the Beach in 2007 with four partners and a $2,400 personal investment.
- She had no business experience and learned by doing while still working as a physical therapist.
The Technician Revenue Ceiling
- Owners who are top technicians eventually hit a cap because revenue depends on their time.
- To scale, Krista shifted from doing revenue-generating work to hiring and building systems.
Hire For Roles, Use EOS
- Learn management systems and hire for roles, not to fit employees into tasks.
- Use an implementer or EOS to create an accountability chart and define seats and responsibilities.
