You Are the Brand

Daniela Costanzo: Spinning Her Magic

Several years ago, I was looking for a different kind of workout when I heard about a spin class offered at the NewYork Sports Club (NYSC).Word around town was that the class was intense and challenging and that the instructor was great, but definitely demanding. After looking over the weekly schedule of Daniela Costanzo’s eight spin classes, I decided I’d drop by the Sunday 9 A.M. class. I had no reason to think my plan wouldn’t work, but when I got there, all twenty-four bikes were occupied, and there was a line out the door. When I asked at the front desk what the deal was, I was told: “If you want to take Daniela’s class, you have to sign up way in advance.” I then learned that there was a special call-in procedure established for Costanzo’s cycling classes: During a narrow window starting at 7 A.M. on Saturday, I could call in to get one of the 24 bikes. Okay, so the next Saturday, I called at 7 A.M., but the phone line was jammed, and when I actually got through at 7:07 . . . well, you can guess the rest of the story. The question that then had to be answered was: How has Costanzo , otherwise known as “D,” built her brand from scratch in a way that makes her stand out as one of the most effective and popular fitness instructors around?When I finally got a spot in her class several weeks later, it became clear to me what made “D” so special. Know Yourself Costanzo isn’t a spin instructor biding time waiting for her real career to take off. Fitness is her love, her passion. During our informal interview, she was very clear about where she’s going: “I’ve always been active. I played basketball and did gymnastics competitively . For me, physical fitness comes easy because it’s something I truly love.” 180 Daniela Costanzo Spinning Her Magic Adubato_(Brand)_final 4/11/11 11:29 AM Page 180 In 2009, Costanzo made the decision to make something bigger out of her love of fitness and cycling by getting her personal trainer certification. Shortly afterward, she had a thriving personal training business, and clients lined up for her spinning classes. That didn’t happen just because she got certified; that happened because she’s really good and she’s passionate about her career. “Everybody has a gift,” she says.“It’s just a matter of figuring out what it is. I’ve always had the ability to connect with people, and I think that connection draws people to my classes. Anybody can go to a job every day and be successful, but that doesn’t necessarily make them feel fulfilled. Real success comes when you look within and find your true path.” “I’m not exactly where I want to be in this field yet,” she says. “But I know the fitness world is where I need to be. I know me. I know what I love. And I know that eventually [maybe even by the time this book comes out!] I’ll have my own studio where I can make a real difference in the lives of a lot of people.” I’m betting she is going to do it. Know Your Customers Often, people come up with a formula for how to meet the needs of their customers, and when it’s successful, they stick with the formula . Unfortunately, that method will only go so far in maximizing a brand.Your customers are always changing and therefore you must be open to shaking things up on a regular basis if you intend to continue to meet their needs. As this book goes to print, Costanzo is actually pursuing opening up her own all-purpose fitness facility, which has been her professional dream. I’m convinced that Costanzo’s brand is solid in a tough-to-survive field because she connects with her customers and keeps them engaged and energized. “I know that my clients are people struggling with careers, children, and home life,” she says, “but when they walk into my spin studio or meet with me for oneon -one personal training, it’s my job to help them forget all that, put themselves first for just a little while, and have some fun.” “Fun” to Costanzo is all about energy.That’s where the mystery and...