We’re excited to introduce you to the always interesting and insightful Liz Saunders. We hope you’ll enjoy our conversation with Liz below.
Liz, thanks for joining us, excited to have you contributing your stories and insights. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
I’ve always been a leader, performer and organizer. I, simply put, enjoy collaborating and executing ideas. My previous career path in corporate entertainment and hospitality (management/music performance) and teaching was something I always knew I wanted to do as long as I could. I thoroughly enjoy positive people, fresh ideas and bringing people together with music, dance, fitness and laughter. I am now 58 years old. I feel like most of my life has been a buildup of getting better and better at what I do. and not wanting to let go of what I know is a gift…a calling of sorts.
When I was young, in my twenties, right out of college…I wanted to be in a national commercial. I got it. I wanted to be a singing waitress on a ship. I got it. I wanted to be married, sing with orchestras, be a certified personal trainer, have a baby, own a house, teach kids, teach adults. I got all of that. I consider myself lucky. Not lucky when things just happen to fall into place. Lucky that I created the right path to make things happen for myself. There were hard times in my childhood for sure and as an adult by the age of 40, I experienced miscarriage, divorce, bankruptcy, and loss of both parents, As I look back on it all, it has created the path that Wiser Health and Fitness now stands.
In 2006, I had a bad relationship (personal and business) and lost my life’s savings and found myself moving to Cape Cod where I was born and raised, to spend the winter regrouping. There, months later, I met my current husband, Jim. I unexpectantly became pregnant and found a new life with Jim, his three kids and soon to be one more. My days were filled with motherhood and singing as I booked various venues while I was pregnant and after, well into my 40s. I was happy to have music be such a big part of my life and then I started subbing in for fitness instructors, creating routines. I was certified as a personal trainer and can honestly say that I was the oldest person in the room at the age of 48!
What was my niche in singing? In fitness? I found it with an older demographic. I sang over 180 shows per year, mostly to assisted living and memory care facilities. I sang with orchestras, with jazz musicians – in restaurants, on stages…life was good. I started teaching fitness at senior centers. The combination of doing-good and feeling-good as an independent contractor in entertainment and fitness was great. UNTIL COVID HIT.
As with many self-employed individuals, I was at a loss unable to perform or teach. Thankfully, the Cares Act kicked in and helped financially, I started volunteering my time teaching classes on Zoom to my past in-person class participants. After 4 months, I decided to start a business called Wiser Health and Fitness and created some income for myself. My mother collected owls, and I knew that I wanted an owl logo and the thought of “we are WISER, not older” came to me. I did a soft launch in August of 2020, using the Punchpass platform (fitness management software). I wanted to make sure that my customers felt comfortable getting online, creating an account, making a reservation and paying online. It was a great success. Through the pandemic, the Wiser Health and Fitness (aka WHaF) calendar was FULL. I offered an unlimited class pass and had numerous others collaborate with me. We offered meditation, guest presentations, dance, creative writing, strength training, barre, and even a time, like Seinfeld “about nothing”. One of the highlights of creating WHaF was the monthly concerts that my friends Kyleann and Joey did on Zoom. They are professional entertainers in New York and what they created was so very special.
WHaF classes eventually slowed down online due to many classes being offered in-person again. I became the sole instructor for Zoom classes. I currently teach 2 online Zoom classes and 10-12 other in-person classes per week. It’s a busy life, including Barre, Dance-fit & Fun, HeartBEAT Happy and strength training (15 x 4 & Challenge Accepted). I teach for town Rec Departments, Senior Centers, & rent my own venues as well. I recently have included Victoria to teach Yoga on Zoom and I hope to build up more online again with others in the future. I really love collaborating for Zoom presentations with guest speakers.
In 2020, I was diagnosed with Lipedema (a progressive, chronic condition in my arms and legs). It affects 1 out of 9 (mostly) women. It is not rare, but rarely diagnosed. Many doctors do not know about it.
This is a physical challenge for me every day, especially being in the fitness business since I don’t “look like a trainer”. As with all the other hiccups in my life…I wonder why am I faced with this? I want to learn more, to take care of myself, to motivate others with the condition…what is my calling here? How can I inspire people to move before they (may) become disabled?
I’ve had people tell me that my class has saved them. Cancer, weight, depression, loss of a loved on. They tell me that I inspire them. When many times, I think that it is the other way around. I’ve got an 87 year old woman in my class that still runs the Falmouth Road Race every year. I’ve got true dancers that don’t perform any more on stage but, man, can they still move! I’ve got people that couldn’t do a walk-out plank and can now do a burpee (over age 60). These people aren’t stopping!
I am so thankful that I am WISER.
Liz, 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 feel that I may have answered some of these questions in the previous question/answer re: the launch and execution of Wiser Health and Fitness. Here is some more in detail.
How I got into the industry/business – BA College degree in Communications with theater concentration. Dance experience, Have always performed professionally in Boston area with cabaret groups, Spirit Cruises, musicians, orchestras, etc. I combined my love for movement and entertainment for years (Dance Director at a Performing Arts Academy, National Entertainment Manager for Spirit Cruises – 7 cities, The Hot Spot Cabaret, The Starline Cabaret, Cape Cod Symphony, The AMIT Orchestra). I always loved the gym and working out. I received my personal training certification in 2014. I teach small group training classes including strength training, Zoom classes, Dance-fit & Fun and I am also certified in Barre Above.
What type of products do I provide? I provide online (live streaming) Zoom classes for strength/agility/balance/posture. I also provide in-person classes locally on Cape Cod MA. I love to collaborate with others (i.e. I offer a yoga class on my virtual platform, I rent out space from community buildings, I teach for the Rec Dept in my town, senior centers, and support other instructors by sharing their info. and/or collaborating ideas.
What sets me apart from others. Most of my demographics is age 50+. I’ll never forget when I was in a local grocery store the cashier asked me “What are you doing today?” and I replied that I was headed over to the senior center to teach a class and the cashier said “Do they take the bus?” Another time, someone said “Oh that must be funny”. I explained that these people drive to class, they do jumping jacks, push ups, planks and lift weights. My classes are for ACTIVE and energetic people. I like to challenge them and keep a quick pace.
I am most proud of the fact that I don’t see where “taking it easy” is an option. yes, there are variations (modifications) of course but I don’t spend a lot of time thinking about my (or others) ailments. I do a lot of work to make sure that my content is creative, safe, challenging and educational. And fun. I shouldn’t forget that part. I love to have fun.
I don’t take on private clients any more, there is just not enough hours in the day. I prefer to work with people in groups online (virtually coaching) or in person.
I also work as the fitness room orientation leader in a local town (showing people how to properly use the equipment in the room before they become a member). This is my non-sweaty fitness job :-)
The jobs are ample working hybrid (online and in person) but my biggest challenge is finding more ZOOM participants.
I recently took a survey from the online participants of WHY ZOOM CLASSES WORK for them and here are some of the reasons:
1) Convenient
2) More confidence (not worrying what they look like, comparing to others)
3) Wear what you want (comfy clothes vs what is trending)
4) Caregiver – they need to be home but still want to workout
5) Better focus (no distractions from other people in class)
6) Can travel and still take class
7) Can join other people they know in class but that live far away (family/friends, etc.)
In a nutshell
– Quality training at affordable prices.
– Mostly older demographics over 50+ but many classes offered in community settings ages 18+
– Online ZOOM Classes
– In Person Classes local to Cape Cod MA
– Pop Up classes (Dance/Barre)
– local collaborations with other instructors
How about pivoting – can you share the story of a time you’ve had to pivot?
During the onset of Covid in 2020, I lost both of my jobs as a singer and a fitness trainer.
I knew that I could teach fitness online and after teaching Zoom classes for 4 months at no charge, I decided to create a place of business online through Punchpass where people could see a class calendar and reserve and pay for the class as well. It was a learning curve. Wiser Health and Fitness was born in September 2020.
I wasn’t sure if I was going to back to singing. At that point it was all about creating a safe place for feeling-good during the pandemic. A positive place with movement, music, creation and breath. It was a big collaboration with many other instructors and guest presenters.
After I was diagnosed with Lipedema by Dr, Gregory Piazza in Boston in 2020, I knew that fitness would continue to be my main job and that I was planning to build Wiser Health and Fitness not only for my community but for myself and my chronic condition. Singing, is still “on the back burner” as I say. It was a huge pivot in my main income and I had to build and create more in the fitness world but I really haven’t looked back.
Can you open up about how you funded your business?
Initial funding. There was none. I started small.
I started some Zoom classes in my basement. I taught classes for 4 months at no charge and then I started Wiser Health and Fitness in Sept 2020. I charged a set price for unlimited classes on the calendar.
I invested almost every dollar that I received to improve my set up. I bought a portable dance floor (which I still use), a laptop and a camera, I already had sound equipment (from entertainment jobs) and I knew people to help me set up what would sound best for Zoom classes.
I just kept on keeping people happy and they kept coming to virtual classes.
it became a wonderful community. Many of the original participants from before 2020 are still with me.
I had other instructors teach (meditation, dance, yoga) and I paid them a flat fee. I eventually had to go solo for the online classes so that I could make a better income for myself.
And then I started looking for in person places to teach, carrying on the Wiser Health and Fitness name as my business no matter where I was.
Basically the in person class income keeps me able to run the virtual classes (website, Zoom, Punchpass, etc.) and keeps the Punchpass online customer list growing.
I now offer the Zoom classes as a make up class if someone misses one in person and also rent my own venues where I use the online system to take reservations and payments.
It just keeps evolving.
I do pay rent at any business studio or own a studio.
I have a portable business and it is wonderful.
Contact Info:
- Website: https://www.wiserhealthandfitness.com
- Instagram: @wiserhealthandfitness
- Facebook: Wiser Health and Fitness
Image Credits
Liz Saunders