We caught up with the brilliant and insightful Jen De Leon a few weeks ago and have shared our conversation below.

Jen, thanks for joining us, excited to have you contributing your stories and insights. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard

Since starting JDL Fitness, transitioning from in-house studio management and franchise operations, I’ve been working with a diverse range of clients: from wellness entrepreneurs to activewear brands and hotels. I focus on understanding their needs and helping them grow through sales, customer relations, SOPs, events, and partnerships. With 10+ years of experience as a fitness trainer and operations lead, I offer a practical and effective approach that aligns with my clients’ needs. My background allows me to see both sides of the business, bridging the gap between fitness expertise and operational insight. Coming from a small business background, I’ve had to master other areas like events, partnerships and social media too! This dual perspective sets me apart from the industry standard, enabling me to offer a fresh and well-rounded approach that truly resonates with my clients.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I first entered the fitness scene being presented with a scholarship to do barre training. I had just come back home to Sydney after a two year working holiday in London, unsure if I wanted to continue working in hospitality (hotels). I took this amazing opportunity, completed my pilates certification, and as I started getting acquainted with the booming industry of boutique fitness, I discovered a passion for connecting with clients, much like I had in hotels. Just as I was starting to teach, the managerial role at the studio I’d applied for was essentially running a business— just without the ownership! I learnt how to run a business by actually running a business! It was fast-paced and intense, and I loved it. While we were wildly successful and popular, managing every dollar taught me how to maintain tight budgets while ensuring my team and clients had a high-caliber space. This was also a time where social media was booming and brand collabs and pop-up events were trending big time! There was a lot to learn to keep up and succeed!

I wanted to continue to grow, but not just professionally, personally too. My next stop was New York City! It was amazing, but at the same time, tough. While there is so much growth opportunity and exposure here, the market is very saturated. Cut to 2020, the studio I moved over here for sadly closed not long after the pandemic hit. I took some time to recharge (I had barely hade a break in the 3 years of moving to the city) and made some connections in the connected wellness space and got a job teaching online. Ready to return to operations, I took on the role of Operations Director for a franchise company, where I restructured SOPs and integrated new fitness technologies. The real excitement for me was identifying problems and devising solutions. But I was getting bored…. I stayed on longer than I should have. I loved the flexibility and steady paycheck. When I was laid off in May 2023, it was a blow to my ego, but it pushed me to start consulting, personal training and expanding my group fitness class schedule. My friends encouraged me to work for myself, and initially, JDL Fitness was a necessity for immediate income. I was surprised to find how much I enjoyed working for myself, especially when clients were thrilled, extended their contracts, and kept coming back for more!

My main clients that I work with now are hotels and private members clubs. I curate their programming featuring top-tier wellness and fitness brands. From Yoga and Pilates to Reiki and Sound Meditations, I oversee all relationships, bookings and SOPs, and on the other side of that, I consult with the vendors helping maximize sales, visibility and ensuring exceptional and seamless experiences for their clients and the hotel’s guests.

On top of it all, I’ve ran marketing, from promotions and email campaigns to directing photoshoots. Plus, I built a brick-and-mortar business from scratch—definitely one of the most stressful times of my life! Fun fact: a studio owner in Sydney once told me they bought into the franchise because I made the job look so easy and fun!

What’s been the best source of new clients for you?

Word of mouth! Both New York City and the fitness/wellness space is both small and big at the same time! There is an amazing pool of talent and so many opportunities to grow, succeed and collaborate. I love the city for this– no one cuts anyone down- we want everyone to succeed!

I used to do community events for a large e-comm fitness apparel brand which have introduced me to the most amazing fit pros who also know people who know people. I am also lucky that the larger clients I have worked with are expanding too, so I get to go along for the ride.

Contact Info:

• Website: https://www.jdlfitness.com
• Instagram: https://www.instagram.com/_jendeleon
• Linkedin: https://www.linkedin.com/in/jendeleon883/

Image Credits

Women’s Health Australia
https://www.instagram.com/maggiezulovic/ and Carbon38
https://www.instagram.com/matteophotographs/