What does it feel like to completely disrupt the flow of an industry and change the lives of millions? Emily Nelson, co-founder of High Fitness knows. I got to sit down and chat with her to find out the origin story of High Fitness and the lessons she’s learned as she’s grown this fitness empire. You know we love women in business and Emily has some solid advice to share! Here’s how to flip the script and build the business of your dreams. 

 

 

 

High Fitness is a group fitness format available in gyms all over the world, community centers, churches, and on an online platform. The best way to describe this type of format is a modern version of old-school aerobics. It is a full-hour class set to music you know and love using body weight only. 

Emily started High Fitness with a friend she met in Calgary when she was living there at the time, Amber Zenith. They met at a local gym in Calgary and worked together, but it wasn’t until Emily moved back to the states that she and Amber got the idea to create High Fitness. They started this business solely based on a dream to shake things up in the fitness world and a passion for teaching fitness classes. 

When High Fitness was first created, one of the main ways it disrupted the fitness culture was how it marketed its format. Back in 2014, you didn’t really see fitness formats marketed on social media. The extent of fitness posted was before and after shots of your abs and diets you should follow. From the very beginning, they intended to change this culture, and that’s exactly what they did.

 

 

How to Flip the Script When Challenges Arise

When High Fitness was first introduced, people who were new to the fitness industry loved it. They loved how this format made them feel and wanted to be a part of it. However, those who were already heavily involved in fitness were very skeptical. So, having to prove themselves in the fitness industry was a definite roadblock for Emily and Amber.

Another roadblock they faced was having to say no to certain collaborations or other similar opportunities because the other brands didn’t align with their values. From the very start, Emily and Amber wanted High Fitness to be about the change you experience on the inside. They wanted people to fall in love with fitness and feel healthy, strong, and empowered. What really matters is getting healthy rather than looking a certain way. So, wanting to stay true to this even when it may hurt the brand marketing-wise has been challenging. However, Emily and Amber wouldn’t have it any other way because they will always stay true to their brand messaging which is for everyone to feel welcome to show up as they are and have fun. 

 

 

Remember Your Why When Faced With Setbacks

Eight years ago, Emily felt the strongest impression that she was supposed to move forward with this business. At this time High Fitness was only a glimpse of a possible dream. That same impression left her feeling like moving forward would test her in every possible way and pull her away from her motherhood, but that she needed to do it and it would all be OK. 

Despite the negative feedback Emily has had, she always comes back to the experiences people have shared about how High Fitness’s messaging. Time and time again people tell Emily how High Fitness helps them be something they never thought they could be. It has changed their lives. 

Although there are still women and girls out there who feel pressure to look a certain way, Emily and Amber will continue to spread their influence and hope that it touches everyone it possibly can. In the end, Emily believes that if there are even a few people that catch on to this messaging and find a love for fitness, and the way they are and the way it makes them feel then that’s enough. 

 

 

Best Advice for Flipping the Script and Building the Business of Your Dreams

A few years back, Emily was challenged by the fitness leaders at the gym where she was teaching High Fitness. One of them basically asked her who is she to lead this new format and try to shake things up in the fitness industry. At first, Emily was completely embarrassed by this experience. But then she remembered her purpose and where her confidence dwells. If gym owners in other states were begging them to have High Fitness come there, then they must be doing something right. 

Whenever the question comes up, whether from your own mind or someone else’s, “Who are you to do this?” or something similar, snap right back and say, “Who am I not to do this?” In any industry, you do not have to be an expert on everything in your field. You just need to be an expert in your niche, your passion, and your business.

If you have the passion and the confidence, and you know your business is needed in your industry then go after it. You do not need to know everything. Eventually, you can have people help you fill in the gaps where you need it. 

 

 

How to Flip the Script and Build the Business of Your Dreams

Emily truly is the best example at how to flip the script and build the business of your dreams! One last thing she said was you are going to meet some of the coolest people along this journey. Treasure the relationships you create and build over time. And always stay grateful for the good and hard times, because looking back on those years you will feel nothing but absolute joy. And it’s that way because you are living your passion and fulfilling what you feel called to do. There’s no greater way to live. I couldn’t agree more. 

Here’s to having a dream and being brave and resilient enough to go after it day in and day out. On behalf of both Emily and me, we are so proud of you! Keep going and keep growing. You can follow Emily on Instagram @highfitnessemily and me @iammichellegifford. Thanks for being here! Hope to chat with you soon.