| Non-Traditional Fitness Careers July 1, 2006 © 2006, Fitness Organica LLC |
| Ann Stevenson Fitness Organica, FitProMo Online Retailer, Production/Marketing Consultant www.fitnessorganica.com "I'm not going to do anything half-baked -- this endeavor is 'my art,' and it has to reflect that." |
Your business?
I work with small and independent fitness and yoga DVD producers as a
retail distributor of their work. Often, these producers are the instructors
themselves. I gather up all these relatively unknown, but fabulous, home
fitness DVDs, and offer them through my on-line store, Fitness Organica.
That is my primary work right now, although the other arm of my
business, FitProMo, is just as near and dear to my heart. FitProMo
consults with and assists would-be video instructors with production and
marketing planning.
Major events or motivations that led you to this business?
I've been involved in the fitness industry since 1980 as either a
professional or a participant. I taught aerobics for a brief time during the
mid-80s, but most of that time period was spent taking classes at local
gyms and other places. In the early 90s, I discovered the world of home
workout videos, which quickly became a passion. I've seen/done them
all, believe me. Fast forwarding to 1996, the year the internet finally
became mainstream, another home fitness enthusiast founded
Videofitness. I was a regular participant there up until I opened Fitness
Organica in 2004, writing literally hundreds of fitness video reviews. As
time went on, the "normal" video offerings weren't as satisfying as they
once had been, and I started searching for, finding, and reviewing
non-mainstream videos. During all of this, I found it frustrating that one
had to go into the far nooks and crannies of the internet world and
elsewhere to find these unknown videos and take the risk of handing over
money to unknown companies. I wished for a single source for all of
these hard-to-find videos which were often better than anything widely
available. I finally decided I would solve the problem myself.
Prior work experience, education, or specialized knowledge
that helped you?
My background is in business and computers. I have a Bachelor's
degree in Business Administration, and also went about two-thirds
through an MBA program. I worked as an economist for about six years,
and then moved into computer networking when that all came about in
the late 80s. I did that for about 15 years. All of that experience helps in
one way or another. The business knowledge, of course, is invaluable.
And the knowledge I built up of the fitness video industry during all those
years of video obsession is priceless.
Your top three personality traits that have contributed to your
success?
Creativity -- I get ideas, lots of ideas. Some of them even pan out once in
awhile. :) I'm the kind of person that when faced with a problem or
question, I will often find a creative solution. It doesn't always come to me
right away, but eventually I'll have a brainstorm.
Logic -- I'm creative, but I'm not (usually) pie-in-the-sky. I have a
business-oriented brain, so that keeps my "creativity" from putting me in
the poorhouse.
Entrepreneurial Spirit -- I'm willing to take the risk and accept the
consequences, good or bad. I'm also willing to put in the work required
to run a business.
The hardest issue you've had to deal with?
I don't like having to turn down an instructor or producer for distribution. I
really dislike having to tell them "no." There are a variety of reasons this
happens, and it's usually not that their work is bad. I know they've taken a
big financial and emotional risk by putting themselves out there, and I
admire that. So when I do give the "sorry" news, I try to be encouraging
and make sure I say what I like about their work.
Most satisfying thing about your work?
The fact that it doesn't seem like work! That, and receiving e-mails from
customers who are delighted with an instructor they found through me,
and from instructors who are incredibly appreciative of the exposure I've
provided. I also love it when I find something really original and
outstanding!
Future plans and/or dreams for your business?
Fitness Organica will continue to find and offer non-mainstream DVDs.
The primary focus for the coming months is to get FitProMo to where it
should be, because it has been on the back burner. FitProMo and its
business associates will eventually produce fitness DVDs, but that is a
little farther down the road. Basically, FitProMo will provide the talent,
overall creative vision, and marketing services. I expect to really gear up
for this in the coming year. But I'm not going to do anything half-baked --
this endeavor is "my art," and it has to reflect that. I don't want the DVDs
to be like everything else out there. They have to be phenomenally
different. Besides, there's no point in doing something everyone else has
done.
Favorite fitness activity?
Step and yoga. I also love cross-country running, but have no place to do
it.
Hobbies?
Flower gardening and reading. I especially like Stephen King and the old
Perry Mason mysteries.
Favorite place to vacation?
Disney World or Disneyland!
I work with small and independent fitness and yoga DVD producers as a
retail distributor of their work. Often, these producers are the instructors
themselves. I gather up all these relatively unknown, but fabulous, home
fitness DVDs, and offer them through my on-line store, Fitness Organica.
That is my primary work right now, although the other arm of my
business, FitProMo, is just as near and dear to my heart. FitProMo
consults with and assists would-be video instructors with production and
marketing planning.
Major events or motivations that led you to this business?
I've been involved in the fitness industry since 1980 as either a
professional or a participant. I taught aerobics for a brief time during the
mid-80s, but most of that time period was spent taking classes at local
gyms and other places. In the early 90s, I discovered the world of home
workout videos, which quickly became a passion. I've seen/done them
all, believe me. Fast forwarding to 1996, the year the internet finally
became mainstream, another home fitness enthusiast founded
Videofitness. I was a regular participant there up until I opened Fitness
Organica in 2004, writing literally hundreds of fitness video reviews. As
time went on, the "normal" video offerings weren't as satisfying as they
once had been, and I started searching for, finding, and reviewing
non-mainstream videos. During all of this, I found it frustrating that one
had to go into the far nooks and crannies of the internet world and
elsewhere to find these unknown videos and take the risk of handing over
money to unknown companies. I wished for a single source for all of
these hard-to-find videos which were often better than anything widely
available. I finally decided I would solve the problem myself.
Prior work experience, education, or specialized knowledge
that helped you?
My background is in business and computers. I have a Bachelor's
degree in Business Administration, and also went about two-thirds
through an MBA program. I worked as an economist for about six years,
and then moved into computer networking when that all came about in
the late 80s. I did that for about 15 years. All of that experience helps in
one way or another. The business knowledge, of course, is invaluable.
And the knowledge I built up of the fitness video industry during all those
years of video obsession is priceless.
Your top three personality traits that have contributed to your
success?
Creativity -- I get ideas, lots of ideas. Some of them even pan out once in
awhile. :) I'm the kind of person that when faced with a problem or
question, I will often find a creative solution. It doesn't always come to me
right away, but eventually I'll have a brainstorm.
Logic -- I'm creative, but I'm not (usually) pie-in-the-sky. I have a
business-oriented brain, so that keeps my "creativity" from putting me in
the poorhouse.
Entrepreneurial Spirit -- I'm willing to take the risk and accept the
consequences, good or bad. I'm also willing to put in the work required
to run a business.
The hardest issue you've had to deal with?
I don't like having to turn down an instructor or producer for distribution. I
really dislike having to tell them "no." There are a variety of reasons this
happens, and it's usually not that their work is bad. I know they've taken a
big financial and emotional risk by putting themselves out there, and I
admire that. So when I do give the "sorry" news, I try to be encouraging
and make sure I say what I like about their work.
Most satisfying thing about your work?
The fact that it doesn't seem like work! That, and receiving e-mails from
customers who are delighted with an instructor they found through me,
and from instructors who are incredibly appreciative of the exposure I've
provided. I also love it when I find something really original and
outstanding!
Future plans and/or dreams for your business?
Fitness Organica will continue to find and offer non-mainstream DVDs.
The primary focus for the coming months is to get FitProMo to where it
should be, because it has been on the back burner. FitProMo and its
business associates will eventually produce fitness DVDs, but that is a
little farther down the road. Basically, FitProMo will provide the talent,
overall creative vision, and marketing services. I expect to really gear up
for this in the coming year. But I'm not going to do anything half-baked --
this endeavor is "my art," and it has to reflect that. I don't want the DVDs
to be like everything else out there. They have to be phenomenally
different. Besides, there's no point in doing something everyone else has
done.
Favorite fitness activity?
Step and yoga. I also love cross-country running, but have no place to do
it.
Hobbies?
Flower gardening and reading. I especially like Stephen King and the old
Perry Mason mysteries.
Favorite place to vacation?
Disney World or Disneyland!
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