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

Hi Holly, thanks for joining us today. What do you think matters most in terms of achieving success?

To be successful in the fitness business, it requires a person to be comfortable with leaning into the uncomfortable, to do the simple things extremely well, and to prioritize making a positive first-impression with any person you interact with. For the past 12 years, I’ve learned that these are the attributes necessary in order to be in the top 5% of the fitness industry.

As a solopreneur, leaning into the uncomfortable looks like doing the hard things without hesitation. As a business owner, the hard things are networking, innovating, showing up live on social media, speaking on a big stage, and launching large-scale programs. As a strength and conditioning coach, this looks like doing what’s right for your client, and confidently backing your “why” when it doesn’t align with their expectations or maybe what they want to hear. Honesty and integrity always wins.

While winning is always on a coach’s mind, doing the simple things EXTREMELY well is another trait needed to be successful. From movement mastery, to initial consultation intakes, to delivering a solid workout, these are all the basics needed to be the best coach in the industry. I teach my clients how to have the autonomy to do a movement on their own confidently; where they become the “textbook” example in the room that everyone can follow.

Clients are intuitive – within the first 30 seconds of meeting, they know when they’re interacting with a person who is confident in their skill set. The first impression of a potential client, referring business, or business transaction are all opportunities to contribute to the success of your business. “Walking the walk, and talking the talk” are all great – but can you convey all of that, plus a genuine connection in less than 30 seconds? The best ones can.

Holly, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’ve been in the industry for 12 years. I started my career in corporate wellness in 2012, where I helped thousands of busy adults in fortune 500 companies stay healthy and strong. Although my main positions involved strength coaching and teaching group exercise classes, I had a unique organizational and leadership skill set that allowed me to manage big-scale pilot programs and projects with high-level visibility. I have a bachelor’s degree in Exercise and Wellness from ASU, where I received a 4.0 GPA and was selected to be the graduating class convocation speaker. I hold numerous certifications, which include the well-respected NSCA Certified Strength and Conditioning Specialist, and EXOS Performance and Fitness Specialist.

I enjoyed working in corporate wellness, but there was a consistent ember that burned in my heart to do it on my own. In 2019, I dove head-first into solopreneurship, and opened the doors to Own It Fitness Arizona. My business helps women get strong, find nutritional balance without restriction, and love their body through all stages of life. I believe that fitness is a feeling, NOT A SIZE, and embracing a lifestyle of wellness starts by building healthy habits one bit at a time.

I currently offer in-home personal training to individuals and groups in the East Valley areas of Phoenix, AZ, and 100% online memberships to clients worldwide.

Can you talk to us about how your side-hustle turned into something more.

For the first half of my career in the fitness industry, I worked in corporate wellness positions that provided a steady paycheck. These jobs were reliable and stable.

I took on a few private personal training clients during off-hours. As time went on, more and more clients referred others to me for my services, and eventually, I was fully booked and having 60+ hour work weeks. Although I often felt stressed and tired during this time of my life, it was the first milestone to what soon became the best career pivot of my life. I love being challenged, so the decision to build a business from ground up was welcomed.

Over the next 6-months of side-hustling, I came up with a business plan, identified my ideal client and brainstormed business names. I landed on “Own It Fitness Arizona”. I wanted to emphasize on the ownership of a person’s health and wellness journey; I’m honored to be part of their path as a guide, but it’s up to the client to “own it” and take action on their goals when no one is watching. I designed my website from scratch over a few days after that, and built a plan for how/when/where I was going to take clients. I started small, and had little to no overhead expenses. For every decision I made on my upcoming solopreneur adventure, I asked myself “what do I want my life to look like?” and centered it around that.

For me, work-life balance and the flexibility for the inevitability where my top priorities. I needed to have control over every aspect of my career, because I am foremost a wife and mother. I wanted to be available for my children and family while also having a fulfilling job where I could put all of my ideas into practice, change lives, and be unapologetically myself.

What’s been the most effective strategy for growing your clientele?

I’d say relationship management, and “striking when the iron is hot” are most important for growing a solid base of clients. Most of my clients are referred to me by practitioners (often, women’s wellness professionals) and former/current clients. I prioritize maintaining close relationships with those who trust to send their patients and friends/family to me. This includes a lot of face-time, and opportunity for genuine connection with these people who trust me. Phone calls, check ins, coffee dates, walks, workouts and happy hours…..all some of the best and beneficial investments of time in my business.

I also make sure to “strike when the iron is hot” – be the first person to call a client when they’ve indicated interest in my services. It’s simple, but goes a long way in making a positive first impression. It proves to the potential client that you value their time, business and goals.

Contact Info:

• Website: https://www.ownitfitnessaz.com
• Instagram: https://www.instagram.com/ownitfitnessaz
• Facebook: https://www.facebook.com/ownitfitnessaz
• Yelp: https://g.co/kgs/TEyZRpj

Image Credits

Kat Diane Photography