Interested in starting your own entrepreneurial journey in health and wellness but unsure what to expect? Then read up on our interview with Candice McField, Health Coach for Executives, Author, and Global Business Leader, located in Shawnee, KS, USA.

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

The name of my business is Candice McField Fitness (CMF), and it houses two additional brands: As for Me and My Body(AFMAMB) and fightGLOBESITY. Candice McField Fitness is my signature elite health coaching program. It's designed for on-the-go executives and high achievers who want to achieve their fitness potential but struggle with how best to incorporate fitness into their busy lives. Through CMF, I also do motivational speaking and corporate wellness consulting.

As for Me and My Body is my faith-centered book and community-based online coaching program that bridges the gap between spiritual and physical health. AFMAMB's community-based approach allows clients to communicate directly with my team of coaches or me, utilizes a variety of educational tools, and leverages the power of community for relationship-building, accountability, and motivation.

fightGLOBESITY is my latest initiative to help combat childhood obesity worldwide. Our mission is to help youth become healthy global citizens through lifestyle changes that lead to improved health outcomes while fostering cultural awareness and friendship.

Tell us about yourself

Absolutely. As an athlete, I was always competitive, and I excelled in basketball and softball in my youth. After college, I spent the next six years working in finance. While there, one of my colleagues invited me to attend a bodybuilding show he was competing in, and that's where I fell in love with figure competition. I began competing in 2005, and the process of transforming my body for competitions fueled my desire to make fitness a permanent part of my life. I learned so much about health, fitness, and myself during that time. Achieving my personal health and fitness goals drove my desire to help others do the same. This burning desire and passion propelled me to take a leap of faith. I made a 180-degree career transition into the health and wellness space. In 2009, I walked away from finance and launched my first fitness company, all while still competing. In 2010, I secured the World Natural Bodybuilding Federation "Ms. Figure Universe" title after my first-place finish in Barbados. Four years later, Candice McField Fitness (CMF) was born. All my years of competing—whether in sports or figure—prepared me to walk in my purpose.

What's your biggest accomplishment as a business owner?

I'm most proud of the way I revolutionized workout experiences for my clients because my programs take the guesswork out of on-the-go training and training at home. My approach is as personable online as it is when I'm working with clients in person. Also, I'm proud of the fact that I am a published author through my book, As for Me and My Body. Being able to impact lives physically, mentally, emotionally, and spiritually brings me so much joy.

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

The pursuit of anything worthwhile presents challenges, and my journey is no different. When I started, I quickly learned the road to entrepreneurship was a lonely one. As an entrepreneur, everything rests on your shoulders, and I struggled in two critical areas – time management and figuring out how to niche down. I had to learn to be deliberate and strategic with my time to maximize my business efforts. Part of that meant understanding that I couldn't be everything to everyone, no matter how many people I wanted to help. I had to get real, reasonable, and realistic about a number of things if CMF was going to be successful.

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

  1. Don't wait for perfection. Get MVP 1 out asap. You simply have to jump in the pool and start swimming. You'll figure things out and pivot as you go.
  2. Utilize Profit First by Mike Michalowicz from the onset.
  3. Niche down as quickly as possible. You can't be everything to everybody.

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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