In the spotlight with Louise Humphrey from Paws4Running

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Promoting your business can feel like a full time job along with creating your product or delivering your service.

And imagine what it might be like if you had TWO businesses to think about?

This weekโ€™s podcast guest is Louise Humphrey from Paws4Running and Studio 44 Pilates and thatโ€™s exactly what she does.

Two sets of social media, newsletter subscribers, websites and communities, plus a podcast and lots more.

Louise takes it all in her stride and in this episode we chat about how she juggles this, and the impact of raising her profile on both of her businesses.

You can listen in on the player link below or read the key points covered as a blog post. 

Hi Louise, tell me about your different businesses?

โ€œI have two businesses, one is Studio 44 pilates, where I teach Pilates for runners and have an online membership. 

โ€œAnd I also have Paws4Running which is my local Canicross business that I run in Leicestershire.

โ€œI have a podcast, Canicross Conversations where we talk about running and dog behaviour and health, with runners and guest experts.

โ€œI co-host it with another instructor Michelle Mortimer, and we love doing it. Weโ€™ve learned so much and itโ€™s so inspiring.โ€

Tell us about your background and how you came to be in the pet industry?

โ€œIโ€™ve worked in health and fitness all my life, I started off as the Harrods tennis racket stringer – my claim to fame is that I strung Roger Mooreโ€™s tennis racket!

โ€œIโ€™ve always run on and off since my 20s and Iโ€™ve had dogs all my life, my last dog didnโ€™t like to run too much.

โ€œBut my Labrador, Pickle, has a very high prey drive, she failed gun-dog school and as soon as she gets a scent sheโ€™s off!

โ€œSo my idea of nice long walks in the countryside was shattered but then I found Canicross on Twitter.

โ€œI went for a taster session and loved it. I started racing, and then I had a lightbulb moment and thought, โ€˜I can do this alongside my Pilates for Runners.โ€™โ€

How do your two businesses fit together?

โ€œI see a lot of people running with their dogs, holding the leads or with waist belts on which can be really bad especially if they have strong pulling dogs. 

โ€œSo I try to encourage people to come for an hour taster session.

โ€œI offer โ€˜kit try onโ€™ sessions and teach them the basic commands for Canicross in a safe way. Then we do courses together, such as couch to 5k.

โ€œIโ€™ve built up a group of regular social runners, itโ€™s both of the things I love, running and being with my dog.

โ€œIโ€™m the only Canicross instructor in my area – Iโ€™m in Leicestershire and people travel to see me.โ€

Tell me some of the ways you get the word out there about your work?

โ€œIโ€™ve got a website and I blog on that, which is helpful locally but also helps me reach a wider range of people which is really important because I want to be known as expert in my field. 

โ€œIโ€™ve also done guest blogs for other people with UK Run Chat, K9TrailTime and other pet industry professionals.

โ€œIโ€™ve been in my local paper a few times with Canicross, Iโ€™ve been on the local radio which is really important and Iโ€™d love to get into the local magazines.

โ€œI was in Trail Running magazine with a big article on Canicross where I featured on the front page! 

โ€œThis came from speaking to a local journalist who was a runner. She really wanted to try Canicross but she didnโ€™t have a dog – so I lent her Pickle and she loved it.

โ€œShe wrote a huge piece which had my website in and because I had professional photos, we made the front cover! I loved it.

โ€œBecause Canicross is still relatively new, the more I can tell people about it, the happier I am!โ€

What was the impact of getting in the press for your pet business?

โ€œI get so many more enquiries, I had an influx following being in the paper. My website traffic also really increased. You can see the hits.

โ€œRight at the beginning of the first lockdown, I was in the Telegraph for my Pilates business and I got loads of enquiries and new members. 

โ€œI became a lockdown hero with Bryony Gordon, and it has such a huge, positive impact. I know I should be doing more and speaking to you, I always come away with ideas.

โ€œBeing an expert in different magazines all helps for your credibility, sometimes it might not get results straight away but people see what youโ€™ve done and you reap the benefits.

โ€œIโ€™ve become an ambassador for a chocolate bar company, 80Noir Ultra, Iโ€™m their first Canicross ambassador and thatโ€™s come from all of the press.โ€ 

Can you share any of the other opportunities youโ€™ve had?

โ€œIโ€™m so excited about this – itโ€™s a bit daunting. I had an email out of the blue from Goodwood asking me if Iโ€™d like to do a Pilates for Dogs class for Goodwoof dog festival. (It’s happening 28th to 29th May 2022 and you can find out more here.)

โ€œThis has all come from what I put out, the press, the social media, it all works together.โ€

Whatโ€™s helped with your confidence?

โ€œImposter syndrome can come into play but if you know what you doing, youโ€™re qualified and know exactly what you do, just go for it.

โ€œOnce I get talking about what I love, I can talk for ages. And it does have an impact,  if you can get yourself into the press.

โ€œItโ€™s taken me a while to realise that not everyone is what they seem, we all struggle with this, and everyone is going through the same feelings as you.

โ€œEven the journalists you speak to because they have to get the right information from you.

โ€œWe all go through doubting ourselves, but my advice is to get yourself out of your comfort zone and just go for it, whatโ€™s the worst that can happen? They say no, and thatโ€™s ok.โ€ 

Itโ€™s about being bold, isnโ€™t it? Any tips for people who to get into the press?

โ€œJust get yourself organised. Having been in your membership one of the best things that you taught me is to get my press kit sorted.

โ€œItโ€™s got high-quality photos in and a short bio, so I can reply to journalists quickly when they post a request. It gives a professional-looking and journalists are more likely to speak to you.

โ€œWhen youโ€™re pitching to stories I would say think about emotional stories that people can understand and connect with.โ€ 

Where to find out more about Louise:

Learn about Louise and Canicross: www.paws4running.co.uk

Find out about her Pilates business: www.studio44pilates.com

Tune in to her Canicross podcast: www.canicrossconversations.co.uk


If you enjoyed this episode, you might like In the spotlight with Sarah Jones from My Anxious Dog or In the Spotlight with Katie Gwilt, the Kat Lady

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