Interested in starting your own entrepreneurial journey in health and fitness but unsure what to expect? Then read up on our interview with Ayanna Lee-Rivears, founder and CEO of Socacize Fitness, located in Brampton, ON, Canada.
What's your business, and who are your customers?
Socacize Fitness is a creative blend of authentic Caribbean & African dance techniques in harmony with effective fitness moves, resulting in a unique & exhilarating dance fitness program, burning up to 1000 calories per hour. Our vision is to be a global lifestyle brand that positively impacts the physical and mental health of clients by encompassing the FLAUNT philosophy & creating connections through shared experiences, ultimately forming healthy relationships. F.L.A.U.N.T. stands for:
Feel good
Look good
Attitude
Unleash
Nice up yourself
Take time for You
The core customer is a 28-45-year-old woman that wants to sweat while having fun. We have two customer types: an instructor and a reveler (class participant). All our clients who are interested in dance and wellness who are ready to FLAUNT their best lifestyle whether at home, at a park with friends, or at the gym. We are a VIBE. While we attract women of Caribbean descent, we have an ever more growing diverse clientele.
Socacize believes in building community (A TRIBE) as reflected in one company’s commitment statements. We encourage all to connect and share experiences through social/community events, particularly those in which we give back to the community. For years, we have done a Christmas Toy and Funds Fundraiser for various shelters such as the Rexdale Women’s Center. We have taken part in fundraisers for charities such as Frontlines.
We have donated funds to charities such as Black Women in Motion, last year during COVID and during protests as we looked to support Black women’s empowerment.
Tell us about yourself
Dance has always been my passion. After all, it’s in my blood. Dance and performance are in my family; inspired by my aunt, who owned a Caribbean cultural dance company in Canada, I started Socacize Fitness Inc. in 2008. I gained a lot of experience helping with my aunt’s small business. Being part of her group really empowered me to continue practicing the Caribbean and African dances.
Beyond wanting to maintain my own dance skills, I remember performing live in front of hundreds of people and enjoying the general public to see and feel and experience what I did as a performer.
I sought to start a unique fitness company that combined authentic Caribbean and African dance techniques. I created a one-of-a-kind total-body workout that can burn up to 1,000 calories in one hour. Socacize is all about making people move in a fun way; I started the business by simply running monthly workshops and later opened a physical studio. I honestly did not begin with the end in mind. I didn’t expect it to be sustainable.
What's your biggest accomplishment as a business owner?
Our biggest accomplishment as business owner is being able to survive through the pandemic. Given that mental health is a major component of our business, during COVID, we have ensured that we offer more intentional stand-alone events that speak to our community about self-care and wellness.
Despite the economic conditions of COVID 19, Socacize has seen an increase in sales through our online fitness classes. There are still some unwanted overhead costs, such as paying rent for the studio located at 2811 Weston Rd in Toronto. Nonetheless, the team at Socacize are pressing forward with an aggressive growth strategy to increase the instructor base. By increasing our instructor base, we can increase the number of revelers worldwide, all of which relate to increased revenue.
What's one of the hardest things that come with being a business owner?
One of the hardest things that come with being a business owner is learning to delegate. When you’re the President and CEO, you’re expected to be the go-to person for the entire business. This can often make you feel alone. I continuously work on learning how to delegate more.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- Understand the Risks and Rewards.
- Begin with the end in mind.
- Have fun and enjoy the journey.
Where can people find you and your business?
Website: https://socacize.com/
Facebook: https://www.facebook.com/SocacizeFitnessInc/
Instagram: https://www.instagram.com/socacize/
Twitter: https://twitter.com/socacize
LinkedIn: https://www.linkedin.com/in/ayanna-lee-rivears-6446833b/
If you like what you've read here and have your own story as a solopreneur 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.