We caught up with the brilliant and insightful Rebekah Murphy a few weeks ago and have shared our conversation below.

Hi Rebekah, thanks for joining us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

At FIT4MOM, we offer more than just a workout; we provide a thriving community for mothers. What sets FIT4MOM apart from other fitness programs, gyms, or boutique studios, comes down to that community. As the nation’s leading prenatal and postnatal fitness program, FIT4MOM supports every stage of motherhood with fitness classes and a network of moms who uplift each other daily. From pregnancy through postpartum and beyond, our programs are designed to strengthen mothers in body, mind, and spirit.

In Atlanta, we offer a wide variety of fitness classes specifically designed for moms. Our trainers, who are all moms themselves, are certified in prenatal and postnatal fitness. One of the most unique aspects of FIT4MOM is that our classes are designed for moms, and to bring their children along. There’s no need to find childcare or worry about placing kids in a germ-infested childwatch. While we are most known for these stroller classes, we also offer incredible mom-only workouts, prenatal classes, and running programs.

FIT4MOM provides a tremendous opportunity for women to connect with fellow moms in the same stage of life – especially during the most isolating months – and provides them with friendships, wellness, activities, a support system, workouts, and purpose.

Early motherhood especially can feel very lonely, isolating, and challenging. Daily workout classes with other moms and the playgroups that follow, provide a routine for both mothers and children, and a great excuse to get out of the house, especially during those earliest postpartum weeks and months. With FIT4MOM, women not only receive tremendous health and fitness benefits, but perhaps, more importantly, a village and a support system. They say it takes a village to raise a child. At FIT4MOM, we believe it takes a village to raise a mother.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Rebekah Murphy, and the proud owner of FIT4MOM North Atlanta and mother to three wonderful children aged 9, 6, and 2.

After having my first child in 2015, I left my career in nonprofit leadership to stay at home. It was then that I discovered FIT4MOM and our fitness programs and began attending as a client, then quickly transitioned to becoming an instructor. As a classically trained ballet dancer and a former college athlete, fitness and health has always been extremely important to me. I believe the benefits of fitness extend far beyond the physical benefits and have so much influence on our mental health and well-being. I also believe that moms set the tone for their family’s happiness and health, and through FIT4MOM, we model self-care, movement, and wellness daily to our children.

When the opportunity arose to become the new owner of FIT4MOM, it was a no-brainer for me. I had raised three babies in this community–FIT4MOM had become synonymous with motherhood for me. Our mornings were structured around going to class, staying afterwards for playgrounds, crafts, or field trips, and I met all of my mom friends through FIT4MOM. My early motherhood journey would have been tremendously lonely and isolating if it weren’t for FIT4MOM.

FIT4MOM was founded in San Diego in 2001, and I am one “boss mom” of 250 who are bringing community, support, and fitness to moms in their local communities. I knew the next owner had the potential to strategically expand the business and bring our programs to even more moms in Atlanta. This has been our focus as a business over the last 18 months. We offer daily classes in person throughout the north Atlanta suburbs (Buckhead, Brookhaven, Dunwoody, Sandy Springs, Roswell, Marietta/East Cobb, and Alpharetta/ South Forsyth).

Our signature stroller classes deliver full-body workouts for moms while incorporating fun for the kids with songs and interactive activities. For expectant mothers, we provide FIT4BABY, a prenatal class that helps pregnant women stay active and strong, preparing them for labor, birth, and postpartum. They also learn from industry experts and meet fellow expectant moms, building their community before the baby even arrives. Our mom-only fitness programs enable moms to prioritize their self-care and improve and reach their fitness goals, through HIIT workouts, strength training, running/cross-training programs, and nutrition-focused wellness programs.

Beyond fitness, we pride ourselves on fostering a supportive and fun community. No mom should have to navigate motherhood alone, and we offer playgroups, music class, crafts, field trips, and more for the children; Mom’s Night Outs, Book Club, and special events for the moms, all ensuring everyone feels connected and supported.

Navigating exercise before and after having a baby can be challenging and intimidating. I am so proud of our team of fitness professionals (all moms themselves) who coach our prenatal and postnatal clients. When a mom or a mom-to-be comes to FIT4MOM, she is supported and empowered to safely and effectively exercise, no matter her stage of motherhood.

At FIT4MOM, we have built a welcoming community rooted in our core values of inspiration, positivity, inclusivity, authenticity, ripple, and love. Through a welcoming and non-judgemental community, we encourage moms to show up as their authentic selves, modeling wellness and movement to our children (a ripple effect), and we approach every interaction from a place of love. We are more than just a fitness program; we are a community where moms can grow, connect, and thrive together.

What’s worked well for you in terms of a source for new clients?

Word of mouth referrals have always been the best source of new clients for us. There is no better referral than the “word of mom” – one from a fellow mom. Former and current clients tell their friends and coworkers about us – and those are always the best kind of referral we can get. They have had a positive experience, and can attest to the benefits of our workouts and programs. However, over the last 18 months, thanks to an increased focus on our social media, we have seen a tremendous uptick in leads arising from social media, and specifically from Instagram.

Any insights you can share with us about how you built up your social media presence?

It is ironic that social media is such a lead generator for us. In today’s social media world, mothers can feel tremendous mom guilt, inadequacy, and pressure to question their own parenting decisions. We know what is portrayed on social media is a curated version of life versus reality.

With this in mind, it has been important to me to show the faces of our clients and snippets from our classes and activities, so potential leads recognize that FIT4MOM is a welcoming and positive business that provides a space for moms to feel inspired, supported, and come as they are. An 8-second clip isn’t a full portrait of our workouts and programs, but it is important that what we do share honors our brand.

The hardest part for new clients is always getting to that first class and the unknown. From their first interaction with us, we want them to have a warm greeting, and realize that this is a mom village that isn’t judgy and isn’t curated. FIT4MOM truly embodies what it means to support moms’ physical, social, and mental well-being.

Contact Info:

• Website: www.northatlanta.fit4mom.com
• Instagram: https://www.instagram.com/fit4momnorthatlanta
• Facebook: www.facebook..com/fit4momnorthatlanta