We recently connected with Lauren George and have shared our conversation below.

Lauren, thanks for joining us, excited to have you contributing your stories and insights. Let’s start with something countless entrepreneurs have had to figure out on the fly – how have you dealt with the rise of remote work?

In the crazy Spring of 2020, my life was completely flipped upside down. We were living in South Carolina at the time, where I owned a boutique fitness studio with my business partner and friend. But within the span of a week, I had to close shop (thinking it’d be just a short break), my husband took a new job in Mississippi, and suddenly, I was homeschooling two little ones. We initially thought we’d be back to our normal class-teaching routine soon, but life had other plans.

I wasn’t exactly thrilled, but I tentatively dipped my toes into virtual teaching. Those early videos? Yikes! Bad lighting, awful sound—now they just make me laugh.

Once we settled in Mississippi, it became clear that online teaching was the way to go for my career and family’s crazy schedule. For the first year, I ran a series 6-week online fitness challenges. Then, in Spring 2021, I went all-in and launched my full virtual studio. Now, the studio has over 425 classes in 12 different styles, plus an app so members can work out from wherever.

Then in November 2021, I dove even deeper into virtual education and launched a new fitness certification, Pumped Up Strength, via live streaming workshops. We certified almost 350 people in our first virtual certification.

I may have dragged my feet getting into the virtual scene, but looking back, I’m so glad I did. My fitness business has grown. I’ve trained folks from all corners of the globe, presented for international fitness conventions, met awesome people, and, best of all, been way more present in my family’s life due to less travel.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My name is Lauren George and I am a virtual fitness studio owner, fitness education program creator, business strategist and mentor, and a busy mom of two young girls.

Throughout my 16 year career in the health and wellness industry, I have created multiple fitness formats and educational workshops, run group fitness programs at large health clubs and university campus recreation centers, and trained thousands of new instructors. I am the creator of Pumped Up Strength, The Musicality Method, co-creator of Barre Above, and a program specialist for Balletone, consult on numerous fitness projects for other companies, and am adjunct faculty for kinesiology at Mississippi State University. Additionally, I have founded multiple businesses, such as Clemson Fitness Company, a boutique fitness studio in Clemson, SC, the Fit Biz Club, PulsePointe barre, and the LG Fitness Virtual Studio and app.

Via my virtual studio, Lauren George Fitness, I help busy women achieve their health and fitness goals by providing fun and efficient at-home workouts that deliver real results in less time. Through science backed programming and a supportive community, I empower women to prioritize their well-being, build confidence, and transform their lives from the comfort of their own home.

As a fitness program creator, I specialize in developing science-backed workout programs that are not only effective but also easy for instructors to teach. My goal is to help fitness professionals create classes that their students enjoy while providing a structured, efficient, and safe workout experience. By prioritizing instructor education and support, I empower fitness professionals to confidently deliver high-quality classes that leave a lasting impact on their clients’ health and well-being. I am the Co-creator of Barre Above, Creator of Pumped Up Strength, The Musicality Method, and Human Reformer.

Additionally, I co-own a company called the Fit Biz Club where our goal is to empower fitness professionals to start and grow their businesses by providing tailored guidance and industry-specific strategies that help them stand out in a crowded marketplace, attract their ideal clients, and achieve long-term success.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

Being a recovering perfectionist and an avid planner, I used to believe that every detail of my business plan had to be flawlessly laid out before taking the plunge. Certifications, trainings, a polished website, spot-on marketing, email funnels, a studio decked out with top-of-the-line equipment – I thought everything had to be perfect and ready to roll.

Over time, I’ve come to realize that this kind of thinking only hinders you from ever getting started. I mean, look at giants like Wal-Mart, Under Armour, and Nike. They didn’t burst onto the scene as multi-billion dollar enterprises; they evolved over years and years.

If you’re genuinely passionate about an idea and have the financial means to kick things off, you don’t have to see the finish line to start the race. The truth is, taking those initial steps toward your goal is the key. I can guarantee that as you move forward, the subsequent steps will unveil themselves, and you’ll find yourself continually expanding and growing.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

I’m a firm believer in the power of growing and nurturing your email list. While social media often takes the spotlight, it’s essential to recognize that you don’t truly own your social media platform. It’s vulnerable to hacking or deletion, and the recovery process can be daunting. In contrast, your email list is your own. It provides a direct channel to reach your audience in their inboxes.

Now, let’s delve into the four significant benefits of email marketing:

Ownership and Control:
Unlike social media platforms, where your account can be jeopardized, your email list is under your control. You decide how to utilize it and have the assurance that your communication won’t disappear overnight.

Direct Customer Engagement:
Email marketing allows you to connect directly with your customers. By landing in their inbox, you’re in a prime position to share valuable content, promotions, or updates. It’s a personal touch that fosters a stronger connection with your audience.

Building Know, Like, and Trust:
Emails provide a fantastic platform for your customers and potential customers to get to know you better. Sharing your story, values, and insights helps in building the crucial “know, like, and trust” factor. This foundation is pivotal for creating a relationship where customers feel confident in making a purchase.

Conversion Readiness:
Through consistent and meaningful communication, your email list becomes a powerful tool in preparing potential customers for conversion. By building a relationship over time, you increase the likelihood that they’ll be ready to buy from you when the time is right.

In essence, while social media has its place, cultivating your email list offers a level of control, direct engagement, relationship building, and conversion readiness that can significantly boost the success of your business.

Contact Info:

• Website: www.laurengfitness.com
• Instagram: @laurengeorgefitness
• Youtube: www.youtube.com/@LaurenGeorgefitness
• Other: Barre Above: www.barreabove.com Pumped Up Strength: www.pumpedupstrength.com Fit Biz Club: www.fitbizclub.com