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

Laurie, thanks for taking the time to share your stories with us today Can you walk us through some of the key steps that allowed you move beyond an idea and actually launch?

I must admit at this point in my life, I can see the natural course of events that happened from childhood to anything I put into movement as far as earning potential. Financial security has always been paramount with me , and I would always make sure whatever steps I took, led me in that direction. In business you have to be a “40 year thinker”, and not only thinking about what you are doing at present, but HOW it will serve you as you age, and ultimately retire.
When I first established my business “Physical Advantage” I sought out to change the face of the industry of massage therapy , as it only had two recognizable faces, Either a source of luxury, or the more sordid one of being part of something with sexual connotations. I wanted to show it as the most INTEGRAL part of physical therapy, and was a potent feature in sports medicine. After being featured in about 42 magazines from Vogue to Glamour in a 35 year span, I’m happy to say I think we did that.
As far as any exact , I think it ALWAYS starts with the fire in your belly, and the thickness of stomach lining to carry it out.

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 degree is actually in “Exercise Science” as working out became an easy conduit to my relationship with my mother, who in the ‘60’s , was a staunch follower of Jack LaLane, and would ALWAYS have a daily visit with him via his TV show in stark black and white in our living room! LOL. He made fitness digestible to everyone by introducing ways of utilizing household items , such as a chair or broom , and incorporating them into your regime. Truly brilliant. I had the privilege of meeting him on occasion in his later years, and his perspective of the industry was always fascinating.
Sports massage, was something I just wanted to add on to my business as an adjunctive service , and once passing the board exam and getting my license , it completely took over, and I never looked back.
The brand became a franchise and we worked with everyone from The Rockettes to New York sports teams, as well as athletes and dancers all over the world. Having a hand in the healing of those whose livelihoods ARE their physicality, is truly a rewarding feeling .

Can you tell us about a time you’ve had to pivot?

I think the pandemic changed the financial landscape for nearly everyone. The daunting task was paying for brick and mortar locations while you were earning nothing towards it, and DIDN’T know when or if that would happen. The meager information given as well as the horrendous daily news briefs of fatalities, were certainly not going to lend to optimistic import.
What I DID have was something I always utilized. An instinct for spin and marketing. Businesses that I had involvement in, went on to some wonderful print notoriety as well as the podcast “She’s Raising The Bar” that was on the air for 10 years.
My husband and I had a boutique Public Relations firm that we ran together for years, and now having my plane “grounded” so to speak, I began to concentrate sorely on that, specifically to keep myself sane, but also to help struggling businesses stay afloat in a very uncertain time.
It was truly what I like to term as a “gift in a strange package”. We now have a robust and fully functioning firm in addition to a popular radio show on the East Coast’s highly acclaimed WFMU, that Rolling Stone magazine anointed one of the “greatest radio stations”. Needless to say, retirement is not within my playlist , I’m having too fabulous a time!

Any advice for managing a team?

This is an easy one. Over the years, regardless of what I was promoting I quickly realized that if YOU don’t believe in your product, your employees won’t. Excitement and enthusiasm is contagious, but so is a facade. If there isn’t honesty and belief as a foundation , it’s not a product of belief you will sell to your employees , much less the public.
As the head of a company you are employer, social worker , cheerleader, and bean counter. If you can’t wear different hats in the course of a day, you had better find a different source to earn a living .

Contact Info:

• Website: https://laurietowers.net
• Instagram: Laurie E Towers
• Facebook: Laurie Towers

Image Credits

Photography: Sherry Rubel and Elite Ziegelman