Interested in starting your own entrepreneurial journey in health and fitness, but not sure what to expect? Then read up on our interview with Elsbeth Vaino, the owner of Custom Strength, based in Ottawa, Ontario, Canada.

Tell us all about your business...

At Custom Strength, we help people get stronger and more fit by coaching them through a workout program specifically created for their goals and body. And we do our best to provide these workouts in a fun and supportive environment. We figure if we can help someone enjoy their training, they're more likely to want to keep working out. And that's good for them and us.

What's your background and motivation to grow as a business owner?

I remember the moment I realized I wanted to be a personal trainer. I was a consultant where I only got paid for hours that I worked, and instead of working on one of nine active projects that I had to complete within the next month, I found myself sitting at my desk reading a strength and conditioning textbook. I had already started my first business (a board game to study for the SAT), so the entrepreneurial bug had already awakened within me. It didn't take long for me to decide to start a personal training business.

I continued doing consulting work to pay the bills as I grew Custom Strength, but I soon realized I needed to jump in if I wanted this to work. So I did. And it worked. Of course, there was a lot of hard work and many mistakes along the way, but other than the period from March 2020 to July 2021, Custom Strength has enjoyed nice and steady growth. I'm motivated to show up at work each day because this business is perfect for me. Back when I was working as an electronic warfare engineer (what, isn't that the usual route to personal training?), I was constantly looking for other jobs. I had paid well, and some of the work was fun, but I had no passion for it. I remember putting together a description of what "my ideal job" would entail: it should be half physical and half cerebral and involve helping people. It's a lot easier to put the hours in when the job fits this well.

As an entrepreneur, what does success ultimately mean to you?

Surviving Covid. To say it's been a tough year and a half would be a vast understatement. But Custom Strength survived. Not only did we stay, but after only reopening three and a half months ago (after a total of 44 weeks of being closed over four closures), each of the last three months has been our best month ever for revenue. We survived partly because Custom Strength was already a strong business in March 2020, partly because we had so many supportive and loyal clients, and somewhat because I made a few decisions that ended up being very helpful. The critical findings that helped were the following:

  1. I offered our clients at-home training options and an option to continue to pay without training and then either double-up on sessions once we reopened or only pay 50% for their activity until their pre-payment was used up. This gave me the cash flow to keep paying the bills without compromising my post-Covid cash flow. It also ensured that clients returned, as those who had pre-paid were effectively committing to continuing as clients once we reopened (instead of potentially forgetting about us).
  2. I kept paying my staff as much as I could. Because a lot of our clients didn't want to do video-coaching or at-home workouts while we were closed, I could have managed the workload while we were closed by myself. Instead, I figured out what the business could afford in salaries (including a significant reduction in mine), and I kept paying my trainers what I could. I did this partly because I think supporting your people in a time of need is the right thing to do personally and partly because I think it's the right thing to do on a business level. Once these closures were over, I knew that I needed my great team around me to help build Custom Strength back up. By supporting them when our entire industry was sinking, I earned a new level of loyalty. Without that, there is no way we would be seeing the post-COVID growth that we've seen.

What's one of the hardest things that come with being an entrepreneur?

When things go wrong, it's all on you. No matter how great your team is, you're the one whose name is on the lease; the one responsible for your employees having a paycheque even if revenue has dropped; the one who has to repair or replace things that break. That can feel very lonely and stressful.

What are the top tips you'd give to anyone looking to start, run or grow a small business today?

  1. Know your numbers. Your business can be successful in several sales or clients, but your business won't last if the math doesn't work.
  2. You, your employees, and your customers are crucial for your business to succeed, so take care of all three of these groups. Many business owners fall into the trap of only caring for their customers or caring for customers and staff. If you burn out, your business will too.
  3. Learn to sell. No matter how unique your product or service is, if nobody knows about it, nobody will pay for it, and you will go bankrupt. This doesn't mean you have to become a high-pressure salesperson, but it does mean you have to put yourself and your business out there. Read books; take courses; and put what you learn into action.

Where can people find you online?

Websites:
http://elsbethvaino.com/
https://customstrength.com/

YouTube: https://bit.ly/3nVwwob
Facebook: https://bit.ly/3EoSBBP
Instagram: https://www.instagram.com/elsbethvaino/

If you like what you've read here and have your own story as an entrepreneur or business coach that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.

Feel inspired to start, run or grow your own subscription business? Check out subkit.com and learn how you can turn "one day" into day one.