We were lucky to catch up with Carmen Sturniolo recently and have shared our conversation below.
Carmen, thanks for joining us, excited to have you contributing your stories and insights. Being a business owner can be really hard sometimes. It’s rewarding, but most business owners we’ve spoken sometimes think about what it would have been like to have had a regular job instead. Have you ever wondered that yourself? Maybe you can talk to us about a time when you felt this way?
Excellent question. I certainly have balanced and weighed this question before. The first time this crossed my mind was when my first daughter was born – could I be there enough and give my wife and family the support they deserve? When the pandemic hit – it was hard not to think that I’m working in the worst industry right now and this is how the ship sinks. Another instance was when we had to find a new location for the gym – is it worth it to start over, build out another gym, absorb extra construction costs (including the 500% increase in security deposit), and facing the unknown of the future of gyms post pandemic.. What other career do I see myself in? How could I maintain passion for what I love while still having time for my family? This was one of the most challenging choices in my life: keep going or exit? And again, when I had to start managing others to meet my expectations – hiring, firing, and managing sucks – no one will ever work as hard as you for what you have created, and you have to be OK with that. . The common factor for all of these instances was that I was dealing with many moving parts and unknown outcomes, naturally increasing my stress and uncertainty. I’ve come to accept that important decisions take time. To cope, I lean on environmental change, nature, and my wife when I need to ground myself. The conclusion is clear: I didn’t close up shop and move on to something else.
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?
Shortly after I graduated from college and was preparing to move and start my career in Washington, DC, my dad suffered an aortic dissection and stroke. Fortunately, he survived, and we were able to spend a lot of time together. He was able to see me graduate and make the transition to being an adult in the real world. Sadly, a few months after I moved and started my career, he passed. When he passed, my corporate job gave me just one week of grievance leave before I had to report back to work. I tried, cried (at my desk, too), and couldn’t do it. My performance at work slipped and I slowly got the feeling that this wasn’t what I was cut out to do. Just five months into my new job, I quit. Without another job, yet plenty of ideas, I looked to fill the void of my dad. Instead of leaning into something that reminded me of him, I went the opposite way and took the first job I found while I tried to figure it all out. I became a contracted paralegal with no desire to become a lawyer or work in the field. Wildly, this position helped me land where I currently am. Exercising in the building’s gym gave me the opportunity to work out with some coworkers while giving them feedback and helping them progress and build exercise into their lives. While working part time for the Washington Nationals interviewing fans and patrons, I was encouraged by a local gym to get into personal training. It was 2007, and that’s where this career began. Since then, I’ve aimed to eliminate the guesswork for my clients and provide them with applicable health, nutrition, and performance training that lets them live a life not limited by their body.
I’m most proud of the results and relationships because of the trust I’ve created with my clients. It means a lot to me that people trust Ambitious Athletics, feel that it is a safe place, and know they can continue to progress at any age. My dad was on the golf course when he suffered his stroke and aortic dissection. He was 69 and still exercising, playing golf, and staying active. I know my dad would be super proud of me for doing what I love and helping others live their best, fit lives so they, too, can continue to participate in sports, retire, and enjoy a life without limitations.
How do you keep in touch with clients and foster brand loyalty?
Phone calls, text, email, voice memos, FaceTime, Instagram, smoke signals :) Honestly, whatever the easiest medium to let them know we care, haven’t forgotten about them, and are here to help.
Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?
Books – The E-Myth Revisited by Michael Gerber, Essentialism by Greg McKeown, Atomic Habits by James Clear, Delivering Happiness by Tony Hsieh, Never Lose A Customer Again by Joey Coleman, and Unreasonable Hospitality by Will Guidara. Videos – Start with Why – Simon Sinek. I believe any entrepreneur, regardless of field, could benefit from these resources mentioned.
Contact Info:
- Website: https://www.ambitiousathletics.com
- Instagram: @ambitiousathletics
- Facebook: https://www.facebook.com/carmen.sturniolo
- Linkedin: https://www.linkedin.com/in/carmensturniolo/
- Youtube: https://www.youtube.com/AmbitiousAthletics
- Yelp: https://www.yelp.com/biz/ambitious-athletics-washington
- Other: @Sturniolo personal Instagram
Image Credits
By Leah Judson
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