We’re excited to introduce you to the always interesting and insightful Breanne Turner. We hope you’ll enjoy our conversation with Breanne below.
Breanne, looking forward to hearing all of your stories today. We’d love to hear about how you went about setting up your own practice and if you have any advice for professionals who might be considering starting their own?
Of course! I think it’s important to give a bit of context to help understand why and how I got to this point so allow me to share a bit!
I worked to earn my Personal Training Certification in 2015 while I was in the process of breaking up with a fitness MLM due to misalignment with values. What’s that saying? ‘Know better, do better,’ right? Here’s the run down of how it evolved.
After we had our twin girls in 2009, I was struggling. I went from working full time making great money, living life as a married woman to a stay at home mom of twins. Overwhelmed was putting it mildly. I had a wonderfully supportive, hands-on husband and a fantastic support system (still do!) but the monotony of being at home all day with little ones was incredibly hard for me. Washing 16 bottles a day, changing Lord knows how many diapers, laundry, feedings, keeping up with the house….I was struggling. The funny thing was, you wouldn’t have known it. From the outside, I rocked the SAHM life. The house was kept up, I was on top of laundry, showered daily and did all the things with the girls yet I was unfulfilled. I realized it was because I had lost my sense of ME. I felt like I was ‘just’ a mom or caregiver. It took us a couple years to conceive our girls with the help of fertility treatments, I had (have) an amazing husband, people who loved my girls like their own, babies who slept great, a lovely home and yet….I was unhappy. Talk about mom guilt!
That’s what lead me to fitness.
The girls were about 2.5 and I about lost it. It was then that my husband suggested I find something for ME to do. He knew I always enjoyed exercise and suggested I get back into things at least for my mental and physical health. I ordered the Insanity workout program on eBay and committed to it. Why? Partly because I didn’t want to put two little ones in a gym daycare while I worked out. I figured it would be best for me to do something at home while they napped or in the evenings when he got home from work and could take over. Side note-I definitely do NOT recommend that workout for someone starting out! But I committed and I saw it through. It felt great to do something for me and I looked forward to those workouts, even if I cussed my way through them. I felt accomplished and proud.
Near the end of that 60 day program an old friend reached out about another (Beachbody) program coming out; mind you I had no clue what she was talking about as I purchased Insanity off eBay. She told me the new program was only 25 minutes vs 45-60 minutes. I was sold on that alone! Hello, mom of toddlers and I needed all the time I could get! I joined one of her groups on Facebook for accountability and quickly fell in love with the community and camaraderie. Long story short, I became a ‘coach’ to save money on products I was already using and liked the potential to earn a little money. Stick with me here.
I did that for a couple of years but loathed being called a ‘coach’ from day one. It did NOT sit well with me as I had no formal education (or any at all) with regards to health or fitness. I was a SAHM, who was I to tell people what they should or shouldn’t be doing? It felt incredibly disingenuous and like a slap in the face to real, credentialed professionals.
It DID light a fire in me and help me uncover a passion I didn’t know existed. I began researching Personal Training Certifications and other fitness and nutrition credentials/courses. I eventually decided to go after my Personal Training certification because I could not in good conscience continue to direct people on their fitness journey without having the education. I received my Personal Training Certification through NASM in 2015.
I sat on that certification for longer than I care to admit out of fear. Fear of failure, fear of putting myself out there, fear of being told no. My husband finally called me out and told me to put it to use. So I did, begrudgingly. I believe I put my first post on Nextdoor advertising my services to our neighborhood and believe it or not, got my first client pretty quickly (which I still say is because of my ridiculously low rates and proximity, ha!).
We had some very used, very crude equipment in the garage, along with some fans. I remember being so nervous thinking, ‘why would anyone train with me?’ and ‘once they see this equipment they’re going to turn around and leave.’
But they didn’t. They kept coming. That inner critic can be a real B!
I slowly started to get new clients by word of mouth, Facebook and Nextdoor posts. Every bit of money I earned went right back into my business. I constantly added or upgraded equipment and took more courses in different specialities, training modalities and nutrition. I also continued to withdraw from the Beachbody world because everything I was learning screamed that it was NOT a good fit for me or the trajectory of my business.
Putting yourself out there is hard and there will never be a perfect time to start something. My advice? Jump in and learn as you go. You’ll figure it out and if something fails (and it will), look for the lesson because I promise there is one! Hire a coach, get a mentor, look to those who are doing what you’re doing. Don’t copy them but take bits and pieces and see how you can apply it to your business or with your clients. Always be a student.
Don’t sell yourself short. Because of my insecurities I drastically undercharged and worried too much about my lack of better equipment and experience. Guess what? People don’t care. They are coming to YOU because you are where they want to be. Own that.
Be transparent. You don’t know all the things either and it’s ok to say, ‘I don’t know but I’ll find out!’ Be honest. Provide value. Become that trusted source, even if that person never exchanges money with you.
And one more thing? Treat your business like a business. Whether you wear gym clothes or a suit, office out of a high rise or a gym, treat it like a business. That is definitely one thing that sets me apart from other coaches. I have systems with automations, policies in place and a scheduling and payment system for my clients. I am always on time, prepared and have never no-showed a client. Unfortunately that seems to be a commonality in the training world. If you want to grow a successful practice or business, treat it like one.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers
Like I mentioned, I found a passion for training as I was navigating my own journey through motherhood and postpartum depression. I joined the MLM thing because I wanted it for the camaraderie and potential to make a little money. That experience did spark my passion and for that I’m grateful but it also made me realize just how much BS is out there and I wanted to save people from that. I wanted people to know that they didn’t need a shake, cleanse, pill, ridiculous workout or to buy into anything to improve their health.
After a few years of training, my confidence grew in my abilities while I simultaneously realized I still had a lot to learn! I started seeing more and more people with things like chronic low back pain, rounded shoulders, people who struggled to simply get up off the floor, etc. I turned to my mentor and with his direction, decided to go after my Corrective Exercise Specialist Certification. I like to describe Corrective Exercise as a step down from Rehab. Let’s say you broke your ankle and your doctor sends you to physical therapy after the break has healed. Most people go PT for the set amount of sessions that insurance pays for and then what? They’re released, right? They feel back to normal because they can almost move like they did before and that’s where it ends.
The problem is, they haven’t actually strengthened their ankle, they’re only back at status quo so the chance of recurring injury is high. This is where Corrective Exercise comes in…we work to strengthen the ankle and everything around it so the chances of re-injury are minimal.
Corrective Exercise is a phenomenal modality for the general population as well, especially in our very sedentary world. Most of us are in front of screen all day, sitting at a desk with slumped shoulders, craning our neck and only get up to run to the restroom or get in our car to go home. We sit WAY too much and along with that comes aches and pains…most of which can be alleviated with proper stretching and strengthening. We are all lacking mobility or the ability to move pain free through a full range of motion because of our instant gratification, sedentary lifestyle. I’ve helped so many clients reduce pain and dependency on medication, avoid surgery, improve sleep and regain a better quality of life through mobility and strength work. It brings me so much joy to see a client walk out of my gym feeling better than when they came in.
One thing that prevailed over years of training however, was the disconnect between mental/emotional health. My clients would start off well but inevitably something would happen and they would ‘fall off the wagon.’ Whether it was a bad day at work, a sick kiddo, major life event or the weekend, they would get off track and find themselves starting over on Monday.
We would talk, figure out what went wrong and come up with a way to course-correct and preplan should that situation arise again.
But it didn’t work. And it drove me crazy because I hated seeing my clients struggle and beat themselves up over and over. Mind you, I completely understood because that was how I started out. I had figured out a way to ‘fix it’ for myself through continuing education and trial and error….but that’s easier said than done. Seeing their struggles helped me realize there truly is no one right way to do something and there had to be something I was missing, I began to dig into the mental aspect of health which led me down the Health & Life Coaching path.
I took a huge leap both financially and personally and enrolled in the Health Coach Institute where I receive my Health & Life Coach Certification. There I learned how important our daily habits are, how our upbringing and experiences shape those habits, how there is no perfect way of doing things and how to meet people where they’re at. We are all equipped differently, have different beliefs, lifestyles and goals and it’s important to learn, understand and respect where each person is coming from and how that will shape their experience. What works for Susie probably won’t work for Jenny and that is ok!
When we peel back the layers, it’s so much easier to understand what’s really holding them back and guess what, it’s usually not the food or lack of exercise. Do we all need more movement and can we stand to improve our nutrition? Absolutely! But throwing a meal plan or bootcamp at an overworked mom who hardly sleeps, lives on coffee, fast food and sits at a desk all day is the last thing she needs. Talk about adding more stress!
I’ve been coaching for a few years now and absolutely love it! I love helping my clients achieve their health goals, gaining confidence and breaking up with the all or nothing mentality. Most clients who work with me will tell you at the end of their initial 90 day program that they came to me for help with nutrition or to learn how to break up with dieting but they gained so much more. They are learning how to structure their life so they DO have time to exercise (whatever that looks like for them), they learn the importance of sleep, saying no, decluttering their environment and schedule, the importance of planning, tuning into what their body is already telling them and learning how to be their own advocate. If you struggle in those areas, there is only so much a meal plan or workout can do for you. We’ve got to get back to basics and THEN we can build. Besides, once we get those down, the rest gets so much easier!
I officially transitioned my business in April/May of this year to The Relentless Lifestyle which focuses primarily on coaching because most people are in need of revamping or regaining control of their life before adding in intense workouts or restrictive meal plans. If it’s not you, you know someone who is constantly ‘starting over,’ right?
Something that makes me so proud and happy are the messages I receive from people I’ve never interacted with stating they’ve followed me on social media for years and have implemented some of the tips and suggestions I provide which have resulted in weight loss, increased energy, have learned to make healthier choices, are listening to their body, etc. It makes my heart happy knowing I’ve positively impacted them and potentially their families. Or the messages like ‘you don’t know me but my friend told me to follow you and I’m ready to work with you!’ It’s such an honor that someone would recommend me to a loved one….I don’t take that lightly.
I’m proud of the brand I’ve created and the fact that people know they can come to me to hear the truth about health and fitness, a heavy dose of sarcasm and real life. I’m no where near perfect and love to share when I mess up and what I’ve learned. I feel like people appreciate and can connect with that.
Can you talk to us about your experience with buying businesses?
My husband and I purchased an existing gym in January of this year. He’s always dreamed of owning his own gym after running corporate ones for so long and it made sense with my growing business. We wanted to expand on what we had built out of our garage and reach more people. I also needed a place where I could oversee people who sought to work with me after I stopped taking new personal training clients. I now have a place and trainers that I can confidently refer them to and keep tabs on their journey.
The purchase was supposed to be a cut and dry transaction but as things evolved, well, I’m thankful we turned it over to our business attorney. The details don’t matter anymore but for anyone who is thinking of purchasing a business and thinks they don’t need representation, think again. It’s well worth it to invest in a knowledgable business attorney!
This was our first business purchase and it taught us a lot about patience, having an unbiased party watch over your best interests and learning to roll with the punches. There is always something that’s going to pop up, so be prepared. It’s like I tell my clients, “Be firm in your goals and flexible in your methods.”
We have such a wonderful community at our gym, Relentless Training Facility and couldn’t be more proud of what we are creating. As our member base continues to grow, we take pride in maintaining a clean, well ran facility where all fitness levels are truly welcome. We know most of our members by name and always prioritize what is best for our gym and members. We have all walks of life in our gym and you’d think that would come with cliques and drama but it’s truly a family here. We are hands on and take customer service very seriously! You can usually find my husband or myself in the offices, on the floor helping with small group training, handling member relations, mopping floors, wiping down equipment and everything in between!
What do you think helped you build your reputation within your market?
The Relentless Lifestyle is built on transparency, integrity and truly valuing what’s best for my client, even if that means I’m not going to be the best provider for them and we have the same philosophy with our gym.
A common theme I hear from people regarding Personal Trainers is their lack of professionalism, attention to detail and promptness. I can’t tell you how many clients have walked through my doors with stories of their former PT no-showing them, showing up late, dis-shelved and even hung over. I pride myself on being on time and frankly, it’s the only way to run a successful business. People’s time is valuable, as is mine. It’s the only way I can run two successful businesses, keep up with very active twins, my own health and investing time in my marriage.
I love adding value to my ‘audience’ on social media too and have been consistently doing it for years. Whether it’s sharing helpful nutrition tips, exercise advice, debunking the latest fads, sharing something funny, my own struggles with health/fitness or parenting fails, I’m always looking for ways to provide some sort of value.
Years of doing that has made me a trusted source for so many. People know they can come to me with the latest thing they heard or read and they know I will be honest. I get a lot of messages that sound like “Hey Bre, my neighbor is doing this diet, what are your thoughts?” or “Hey Bre, how do I know if this thing is the right fit for me?”
I absolutely LOVE helping people cut through the bullshit that the health/fitness space perpetuates. Whether I work with that person in a 1:1 setting or not, people know they can come to me with anything and I’ll do my best to guide them.
I mentioned this earlier but I’m a firm believer in being okay with not knowing all the answers. I don’t have a problem telling someone ‘I don’t know but let me find out.’ No one knows all the things and while yes, I am a trusted source and expert in my field, it doesn’t mean I know it all and I think people appreciate the transparency. I have mentors, coaches, counselors and am continually educating myself and work to pay it forward.
We run the gym with the same ideology and it shows. We have people coming back to us that were original members from the previous owner’s, people leaving other gyms to join ours and a constant stream of compliments from our members. It makes us SO proud, especially when a brand new person walks in the gym initially feeling intimidated how welcome they feel. This is exactly what we strive for. We may all be very different outside of these walls but in here we all share one thing in common-we are here to better ourselves.
We don’t believe in contracts, initiation or enrollment fees here. We are open 24/7 for our members, have ALL the toys you could want in a gym, offer discounts to our Military, First Responders and teachers, offer a free Bootcamp every Saturday morning at 9a along with Open Gym from 8a-11a. Oh and our Combat Veterans have a FREE membership at our gym. It’s our way of giving back to our community and making sure everyone has access to a facility.
Leading with a heart to truly help people is what sets us apart.
Contact Info:
- Website: www.therelentlesslifestyle.com
- Instagram: www.instagram.com/relentlesscoach
- Facebook: www.facebook.com/relentlesscoach
- Linkedin: www.linkedin.com/relentlesslifestyle
- Youtube: https://www.youtube.com/c/HopeFaithFitness
- Other: www.relentlesstrainingfacility.com
Image Credits
Sherina Marie Lori Slott