We caught up with the brilliant and insightful Alison Katschkowsky a few weeks ago and have shared our conversation below.
Alison , appreciate you joining us today. One of the toughest things about entrepreneurship is that there is almost always unexpected problems that come up – problems that you often can’t read about in advance, can’t prepare for, etc. Have you had such and experience and if so, can you tell us the story of one of those unexpected problems you’ve encountered?
You never think as an established business owner that you need to rebuild or start over. But that’s exactly what I had to do when the pandemic happened. My industry was hit especially hard–many businesses literally had to close, if not pivot and start over. I was one of them. Even as an established business with an established clientele–i was not immune. What was especially surprising for me was how I found I literally had to innovate just about all I was doing. I had begun to go online several years prior–but I finally had the opportunity to go all in–even though it wasn’t at all like I had planned. What’s more is that some of my established clients made decisions to stop using me and my services. For a little while it felt like a giant storm–the rebuilding, figuring out what would work and how I would offer it, and how I could begin again–after nearly 20 years. I really questioned my vision and my endurance to do what felt like starting a new business with it’s own new model. But after the smoke cleared–I got to work. You don’t really think you need to re think how you serve your clients and community until you are faced with starting over. I tried several things that didn’t land well at first–but I kept asking questions and innovating–using my own process that I had been teaching. Now–nearly 3.5 years later– I have the business model I have always wanted–with clients world wide–and more to come. My lesson? That your greatest challenge can be your greatest opportunity—if you let it. :)
Alison , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
My entire career has been in the health and fitness industry–I have worked in corporate fitness, managed a chain of health clubs, worked in rehab, and in the medical field and even in sales. I began my own business nearly 25 years ago on an idea I could ‘maybe’ make it work. I got my start doing personal training and group fitness as a college student–and found what when I was working in management and sales–I missed the interactions with others in helping them to reach their goals. Once I went out on my own, I literally took my savings and my phone (we had no social media back then–barely any internet too!) and got to work.
I am relentlessly creative and love to keep trying things to see what works.
I knew early on I was an innovator. :)
I love to see into the future and ask what else could work, and what else is possible.
I built my business on a shoestring–and expanded enough to open my brick and mortar location (first into an office building, then into a real store front in downtown Raleigh)–and then downsized again several years ago to explore more virtual offerings, write a book, create a retreat plan for destination retreat experiences and start a podcast–which now I do two shows a week.
Eventually I will have syndicated radio show as I love talking to people and sharing their stories.
I think I am most proud of my tenacity and ability to just keep going no matter the odds–especially after rebuilding due to the pandemic. I want to teach and demonstrate each day that you can achieve total fitness, wellness, and personal and business growth in your life–your way.
I can help you innovate yourself–and your business–to have the life you truly desire. :)
You can always innovate yourself–your way. My mission is to demonstrate you can–if you believe you can. :) I can show you the way.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
All of my life I have been a ‘doer’. I have had jobs since I was 12–and even in school I had multiple ways to earn money. I have always prided myself on what I accomplish–because I was raised to believe that I could accomplish whatever I put my mind to–and committed myself to doing.
In business–this can get in our way. Literally.
For years, I kept a full schedule–consistently working in my business instead of on it. I always told myself I could do it when I had downtime, or towards the end of the year when things were slower. My client list was growing and my business reflected that but my income didn’t rise like it should with it.
My habit was to keep doing.
Once I realized and learned the importance of creating space in my calendar, having reliable and good people to help me and look at how I was being every day–things changed.
For so many entrepreneurs and business owners this is a tough sell. We build our businesses with our blood, sweat and tears–we think of it as our ‘baby’.
If you are always in hustle mode–you never grow and learn the lessons to build a legacy–and a business for the future. Once I hired a coach and went all in–this changed for me. ;)
We must realize that we are the magic–and if we are always doing–we can’t create more. :)
Any insights you can share with us about how you built up your social media presence?
I had begun to build my online presence when I was still mostly in person–the nature of what was happening in business dictated that you must begin to be seen and heard online–just like in person. For many of us that began years ago–being in person was the standard–and tried and true way to deliver services.
I began just experimenting but no real plan.
Since I began my business before social media–I just went back to the basics–reach outs, relationships, referral partners, collaborations, partnerships and sharing value. I simply did this same thing online with social media–learning one platform at a time.
Social media is for connecting and building relationships–not just selling. The key is to share value, help people know like and trust you and connect.
I began with facebook groups and building my email list. I ran free events and shared more value.
I slowly grew and refined my process–and now teach a unique 4 part process to building a business online–even if you are in person–so you can maximize the online space.
I believe that the HYBRID model is the way of the future. When you learn to really harness the power of the online space you can really grow your business and reach more people. :)
Contact Info:
- Website: https://thealisonk.com/
- Instagram: @thealisonk
- Facebook: https://www.facebook.com/alison.h.katschkowsky/
- Linkedin: https://www.linkedin.com/in/alison-katschkowsky/
- Twitter: @ahkats
- Youtube: https://www.youtube.com/channel/UC6ZSVscd-wIZslBdjHZOHFQ
- Other: Check out my podcasts–the Ultimate Journey of Self Care, and Creating the World’s Best Client Experiences–heard across al major podcast platforms. https://thealisonk.com/podcast And check out where we are headed on retreats! https://thealisonk.com/retreats
Image Credits
Images my Lindsay Aikman Catherman, and Randy Albritton