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Haley started Endorphitness in 17. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on Endorphitness?
I knew in college that I wanted to do something within the fitness space, but never had any interest in being an entrepreneur.
I started my career in the personal training space, only to recognize that the number of hours I put into training was a direct correlation of how much money I could make.
I started my career in the personal training space, only to recognize that the number of hours I put into training was a direct correlation of how much money I could make. This meant to make money I had to continue working at 6:00 am and 9:00 pm until...Did I switch careers? This was a no-go for me, so I started to brainstorm ways around it.
I had moved from Stevens Point WI to Marshfield, WI to Evanston, IL, and recognized that my training clients still wanted to work with me. Anyone in the fitness space knows that you create a relationship with clients early on, and it’s hard to just find a new trainer. That is when I had the idea to move things online. I started with 1:1 coaching with previous clients and quickly realized I wanted to expand.
Like any other entrepreneur or company, I wanted to make a passive income. I wanted to change lives, without having to work 80 hours a week (in person or online). This is how Endorphitness was created. I started with fitness challenges and then started to create my offer ladder.
How was I going to make my challenge customers, life long customers? A membership, that is how. So I started building a system that would create recurring revenue for me, but also still have enough value and personalization in it that customers would want to stay. I also wanted to be able to offer a lower ticket item that could reach masses, with again, less work from me.
When I was thinking about creating a membership, I already had a pretty solid customer base. I made sure to ask them if this was something they would be interested in. Because while I thought it was a great idea, it could have landed flat on my audience. And when I launched it in October 2019, they pulled through for me, and continue to market FOR ME, FOR FREE because they love it so much.
When I started my business I didn’t have a solid plan or idea. I just knew I wanted to create a platform for a lifestyle change, for women. It has evolved over the years, but it wasn’t until the last few months that I have been able to work at home on my business full time. I continued to train at gyms and 1:1 in-home training until I felt comfortable to go full time. I don’t have a serious story of having $10 in the bank and “going for it” living out of a van. I made sure I set myself up to have a seamless transition, and still have the income to boost me during slow months.
Contributors to this article:
- Pat Walls, Founder @ Starter Story