We were lucky to catch up with Angelica Ford recently and have shared our conversation below.
Angelica, looking forward to hearing all of your stories today. How did you come up with the idea for your business?
My venture, Fueled by AF, is a delightful blend of two passions that I hold dear – promoting healthy eating habits and working closely with individuals living with disabilities. It all started with my pioneering endeavor, Ability Fitness, a business that was conceived to aid individuals with disabilities in discovering a fitness regimen, thereby enhancing their overall well-being.
During the period of quarantine, I began crafting protein bites from surplus oats in my pantry. The protein bites became an instant hit among friends and clients alike, and requests for more started pouring in. It didn’t take long for me to recognize that these protein bites were an ideal solution for two significant challenges faced by individuals with disabilities – first, they provided a healthy snack option that was well-liked, and second, it presented a job opportunity that utilized their unique skill sets, rather than fitting them into a role that an employer deemed appropriate.
What affirmed the feasibility of this idea was the singular approach I had crafted in assessing, instructing, and integrating individuals with disabilities within our organizational structure. It was a process of creating and marketing the snacks, and it was a process that all the individuals with disabilities could be a part of.
One aspect of this venture that truly excites me is the innovative production line process I’ve devised. We currently employ ten individuals, each with varying degrees of brain injuries. Despite their diverse disabilities, our efficient process allows each one of them to understand exactly what needs to be done to produce our product. It’s truly inspiring to witness the days when everything falls into place – when an individual completes an entire shift with minimal assistance, realizing the independence they’ve achieved. It’s a testament to their potential and an affirmation of our mission at Fueled by AF.
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 Angelica Ford, the proud founder and owner of Ability Fitness and Fueled by AF. I pursued my higher education at SUNY Cortland, earning a dual degree in Kinesiology along with a minor in Business. Upon graduation, I plunged straight into the fitness industry, simultaneously volunteering at a local non-profit, where I taught fitness classes to individuals with disabilities.
It wasn’t long before I noticed a glaring gap in the market for in-home training for these individuals, and that insight led me to establish Ability Fitness. Throughout my three years of volunteering, I came to realize just how daunting it could be for people with disabilities to secure suitable employment. It was then that I decided to turn my favorite snack into an entrepreneurial venture, providing these individuals with much-needed employment opportunities.
What sets Ability Fitness and Fueled by AF apart, and what draws our devoted fans and followers, is the convenience of our services. We are committed to making life simpler and healthier. People connect with our brand not only for the tangible benefits we offer but also for the success stories we generate with individuals with disabilities. We provide them with opportunities for a more enriched and balanced lifestyle, and that’s the narrative that resonates with our audience.
Have you ever had to pivot?
Before the pandemic enforced quarantines, I was engrossed in a full-time role as an elite personal trainer and swim coach at one of the country’s biggest gyms. I diligently worked my way up, building a substantial client list and receiving the honour of Employee of the Year. However, when Covid-19 turned the world on its head at the peak of my career, it presented a decisive turning point in my professional journey.
I had already launched Ability Fitness, and this seemed like the perfect opportunity to explore its potential. This involved building in-home gyms, hiring fitness professionals to cater to our growing clientele, organizing corporate wellness programs, and even establishing partnerships with some of the country’s leading hospitals. These collaborations aimed to provide at-home care for individuals with disabilities.
As Ability Fitness grew, I noticed an unresolved issue – the majority of my clients with disabilities were unable to secure stable employment. Those who did, unfortunately, found it short-lived, often due to employers assigning them unfit roles. This concern sparked an idea, leading to the birth of my new venture, Fueled by AF, a venture inspired by my favourite snack.
Ever since, it’s been a thrilling roller-coaster ride of new adventures and unforeseen challenges. Looking back, I am immensely grateful for that leap of faith I took, which set me on this inspiring and rewarding journey.
Can you share a story from your journey that illustrates your resilience?
An untold chapter of Fueled by AF’s journey is that it commenced amidst a legal dispute. A client from Ability Fitness, my previous venture, pledged to “assist” me in setting up Fueled. However, within three weeks, I discovered the startup funds I had invested had vanished. It was later revealed that he had misappropriated these funds for his personal benefit. Long story short, after a year of legal battles, I retrieved my funds but lost my product name in the process.
Once the lawsuit was settled, I faced a daunting task: within 60 days, I had to rebrand my entire company, essentially initiating a full reset. With the remainder of my savings and a reservoir of hope, I successfully relaunched Fueled, into a beloved and renowned brand we all see today.
Many acquaintances who had observed this ordeal suggested that these signs indicated my new venture was doomed. They advised that I write it off as a loss and refocus on Ability Fitness. Nevertheless, I firmly believed that the hardship I was experiencing and the battle I was engaged in were wholly justified for my employees.
Starting a business while wrestling with a lawsuit and grappling with financial instability can indeed be an exceedingly tough spot. However, I am acutely aware that many people in this world face far graver circumstances, especially individuals with disabilities. Society often underestimates the daily challenges they endure and rarely offers them a fair chance to display their skills and excel. This understanding fueled my relentless fight, my unwavering resolve, and my determination to rise each day, committed to creating the best possible workplace for these individuals.
Contact Info:
- Website: fueledbyafsnacks.com
- Instagram: @fueledbyaf
- Facebook: https://www.facebook.com/fueledbyaf
- Linkedin: https://www.linkedin.com/company/fueledbyaf/