The fitness industry has seen its fair share of trends—from buns-of-steel VHS (am I dating myself with that one?) to boutique studios to at-home tech, and everything in between. But the real question is: how do you build a business that lasts long after the trends fade? Having worked with industry leaders and started businesses myself, I’ve seen firsthand what works and what doesn’t. Let’s talk about how to create a fitness business or really any business with staying power.

1. Don’t Chase Trends, Solve Problems

The biggest mistake I see businesses make is

If you have a business idea—whether it’s a vague feeling or a fully developed concept—there has never been a better time to start working on it than now. Waiting for the "perfect time" is a trap. Tomorrow will never come, your bank account will never feel full enough, and your schedule won’t magically open up. One of my favorite reminders is this: Beyoncé has the same number of hours in a day.

Let me start with a question: Do you truly know what your business is selling? It seems simple, right? But so many companies get it wrong. They focus on the surface—the product, the service, the transaction. But what they’re really selling goes much deeper. It’s the experience, the transformation, the connection. And if you miss that, you’re missing the mark completely.

Social media has changed the way we connect—not just with friends and family but with brands and businesses. With access to information at lightning speed, consumers have grown more discerning. The days of blindly following influencers with millions of followers are behind us. Today, consumers crave authenticity and trust. They’re turning to smaller, more relatable sources—those who make them feel seen and valued.

The pandemic reshaped the fitness industry, giving us an unprecedented opportunity to reach people through online and media-driven platforms. For a time, it felt like we had cracked the code: accessible, on-demand fitness programs designed to meet people where they were. But as the dust settled, many companies lost sight of what consumers truly want.

Starting and running a business is one of the most challenging—and rewarding—journeys you can undertake. Through my experience of building and rebuilding businesses, I’ve learned valuable lessons that every entrepreneur should know.