Interested in starting your own entrepreneurial journey in health and fitness but unsure what to expect? Then read up on our interview with Jennifer Armstrong, Founder of Armstrong Integrative Movement, LLC, located in Fletcher, NC, USA.

What's your business, and who are your customers?

Armstrong Integrative Movement, LLC, offers top-notch health and fitness services, including personal training, massage, and healthy lifestyle coaching. Our movement practice and philosophy, combined with bodywork and guidance in nutrition, sleep, and stress, helps our Clients to achieve their dreams from a holistic perspective. Our Clients range from those wanting to enhance athletic performance to those who are new to working out. Due to our high skill level in injury recovery and corrective exercise, we attract many who have just exited physical therapy programs or who desire an adjunct program to their rehab treatment. Our Clients range in age from 30-80. Our programs are highly individualized, and we emphasize education on how to not just move more but move better, thus reducing their risk of injury.

Tell us about yourself

I first got started in this business because I've always been passionate about leading a healthy lifestyle. I knew what a sound nutritional and exercise program does for me, and because I care about seeing people do the same, I wanted to bring that to the public. Every day, I get excited about what is possible in terms of ultimate health and well-being for my Clients and how I can help them get there. Everyone is different in terms of their body's nutritional needs, their postural challenges, and their goals. I love the challenge of creating a fun and rewarding program, drawing on my years of expertise, and knowing it's a great fit for them. I am thrilled to open my door each day and greet my Clients with a smile. I want them to know that I'm highly invested in their goals and that with a bit of determination, they can accomplish anything they want in their lives. For example, nothing makes me happier than an older Client who can get back out in her garden without pain or the older Client who rides her horse with better form and more endurance. My work in the studio has to "work" outside the studio, and to hear positive testimonies of "real world" success makes my job a dream - it's hard work, but still a dream!

What's your biggest accomplishment as a business owner?

My biggest accomplishment as a business owner is, frankly, having run continuously and without interruption through economic downturns and, more recently, COVID. Though my physical space was closed for a few months, I was able to successfully pivot to a virtual format. So, the ability to be flexible and resilient through tough times and still pay the overhead expenses is key. Patience to build a practice such as mine is also key. Being successful often means growing slowly and forming solid partnerships and/or associations with other like-minded professionals who will feel confident in referring you. You want to get to a point where most of your marketing comes from word of mouth. That takes time and a willingness to prove yourself in a competitive industry.

What's one of the hardest things that comes with being a business owner?

One of the hardest things that comes with being a business owner is staying relevant and on top of your game. Because I do things a bit differently and describe myself as a "hybrid" movement specialist, it's often more challenging to get your message across about how you're different. But it's really important to stand out while also communicating that the public needs what you offer. However, it's also important to stay true to your business vision and not compromise. I've heard it said that "If you're busy looking around comparing yourself to what your competition is doing, you're not looking ahead."

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

  1. Develop your vision, your reason, and your "why" for offering what you want to offer, then create your business plan and mission statement. Get crystal clear with them.
  2. Start small and grow your business slowly. It may be tempting to grow quickly, but unfortunately, this model backfires all too often.
  3. Be resilient when situations look discouraging. be flexible, be creative
    and surround yourself with like-minded professionals who share or will support your vision.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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