We were lucky to catch up with Kara Johnson recently and have shared our conversation below.

Kara, appreciate you joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

Diane, Crystal and I were long-time instructors at a well-known gym in our town. Unfortunately, a few factors during the height of the pandemic cause our gym to have to close its doors permanently in December of 2020. We suddenly found ourselves without a place to teach group fitness, and realized there was also a large group in our community now displaced, without a way to come together for workouts, accountability and encouragement. We all did our own thing for a month or so–Crystal focused on her full time job and continued her personal workouts, Diane added content to her YouTube channel and continued teaching virtually for Providence Basecamp, and I began offering free classes on Facebook Live and eventually Zoom.

Backtracking a bit…during the first big shut-down in March of 2020, Diane, Crystal and I were asked if we wanted to teach free Facebook live spin classes on behalf of our gym which was still open at the time. We started a Facebook group, created a schedule and managed this little organization for several weeks. We all enjoyed doing this for the time our gym was closed and we learned that we really worked well together. Little did we know we’d get to continue this partnership in a much more exciting way.

Fast forward to late January of 2021, when the three of us teamed up again and decided to offer a full schedule of Zoom classes for a small monthly fee to anyone who wanted to join us. We didn’t want our fitness community (family, really) to disband. Between the three of us we also shared a dream of maybe someday opening a studio, bringing cycle and group fitness back to our town. We started with a loyal base of members who joined us faithfully for live-streamed Zoom classes including. barre, backside burn, full body strength, yoga and, of course, cycle.

Our little business was going well, but we all knew that virtual couldn’t be the final destination for us or our clients. In the spring Diane took a brave step and entered a Yoga Warrior contest. The whole goal was to get votes, and the winner would receive, among other rewards, a $10,000 prize. Diane did this for us–and our dream. It was the first time any of us publicly shared that we had a dream of opening a group fitness studio.

We relied mostly on social media to get her name out there and recruit votes from friends, family and the community. Diane made it through several rounds. She didn’t win the grand prize, but there was something so valuable about this experience. We saw our community rally for this dream. It was clear that they wanted group fitness back too. Because of this, we felt there was no turning back. We had to pursue making the dream a reality.

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

Level Up Mission: To incorporate a powerful shift in mindset and take brave action that supports health and fitness. To enhance the quality of lives within the community we serve.

Vision: To provide purpose-driven exercise supporting a positive and powerful lifelong love for fitness, healthy habits and community unity.

Kara Johnson: I have been involved in athletics since age 6 when I joined swim team for the first time. After years in aquatics and other organized sports I fell in love with running, which changed my life. In the decade that followed I ran many races, including five marathons (one being the Boston Marathon in 2008). I also dabbled in triathlons. Also during this decade I graduated college and became a first grade teacher. I was invited to my first spin class in 2007 by a good friend. I was instantly in love and became a faithful group x participant until I was asked if I wanted to teach. Group fitness, especially indoor cycling, has been a passion and way of life for me ever since. Fifteen years later, I am still as excited about instructing as day one. I stepped down from my classroom teaching position when my first of four children was born in 2012. This opened the door for me to continue pursuing a fitness career as I was primarily home with my son. I have now taught just about everything—Cycle, R.I.P.P.E.D., Turbo Kick, Pump, Barre, Cardio Yoga, HIIT and Silver Sneakers.

Certifications: AFAA, Mad Dogg Spinning, Barre Above, Cardio Yoga, Silver Sneakers

Specialties: As a singer, musician and songwriter I am meticulous about my music selection and creating an uplifting emotional experience for class participants.

Fitness Moto/Philosophy: True fitness is holistic. It’s about stepping into and fully embracing our best selves and how we are designed, both inside and out.

Crystal Merrow: I have been coaching since 2013. Fitness has been an element my entire life. I grew up playing softball, running, dancing and my personal favorite, resistance training. I have completed multiple foot races, relays and the Portland Marathon. I placed 1st in my age bracket and 2nd overall in a local 10K race in 2015.

Certifications: NASM Personal Training, AFAA Group Fitness Instructor, Mad Dogg Spinning, Barre Above

Specialties: Rockin’ playlists, competitive nature, focus on form and control.

Fitness Moto/Philosophy: Focus your intentions on THIS moment. Use your emotions as a catalyst for success. Control your movements through power.

Diane Kenney: I have been coaching since 2012. My passion for fitness started as a teenager. I got a membership at a local gym and quickly fell in love with both group fitness and weightlifting. In high school I joined the swim team competing in freestyle and backstroke. I became a lifeguard and that lead to my very first teaching experience, water aerobics, at the young age of 16. I left the pool and went to school to become a Veterinary Technician, which was my career for 12 years, until I had my first child. I became a stay home mom. A year after my second child I decided to apply for a Group Fitness position at my local gym and I have not looked back.

Certifications: NASM Personal Training, Yoga Alliance 200 YTT, Schwinn Indoor Cycling, Barre Above

Specialties: Obsessive about music (makes or breaks a class for me)

Fitness Moto/Philosophy: Don’t be afraid of being a beginner!

Can you open up about how you funded your business?

We did not have much money to speak of while we were teaching on Zoom from home. In the spring of 2021 Crystal created a detailed spreadsheet with all expenses we would potentially need to open a studio. The cost couldn’t be met by us personally. But after Diane’s Yoga warrior competition we did have faith in our community. So in July we took a leap of faith and launched a 30 day crowdfunding campaign through Indiegogo. We advertised like crazy, distributing fliers, sending letters, visiting local businesses, and posting lots on social media. We also offered perks for all donations. Our community came through and with the additional assistance from a local investor we ended up having just enough to begin leasing and fixing up our studio space. We did end up investing personally as well as needs did arise, but we were so grateful and proud of the space when we opened.

How’d you build such a strong reputation within your market?

We have all lived and taught group fitness in our community for a long time, which has helped. Social media has been huge in getting our name out there. But it’s important to us that we are people of integrity and kindness in our community first and foremost. We also want people to come to our space and feel so cared for, seen, empowered and encouraged that they want to bring others along to experience it too. Customer support is also a huge priority. We do genuinely want to know each member and make sure their experience is exceptional and unforgettable.

We have high standards for our physical space. It is always clean, organized, aesthetically pleasing and inviting. Hopefully this leaves an impression on our clients and also speaks to them about how much we value their experience.

Diane, Crystal and I also want to offer as much expertise as possible. We are constantly learning and growing and we encourage our other instructors to do the same. We believe this expertise and experience sets us apart and helps maintain a reputation of excellence.

Contact Info:

• Website: www.levelupcycleandfitness.com
• Instagram: @level_up_cycleandfitness
• Facebook: Level Up Cycle and Fitness

Image Credits
Sarah Lynn Photography