Interested in starting your own entrepreneurial journey in health and fitness but unsure what to expect? Then read up on our interview with Candace Williams, Founder of Essentrics® With Candace, located in Washington, DC, USA.

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

I have many interests, and one of them is fitness, namely, with the goal of seeing people live the lives they desire, with joy, full mobility, and range of motion. The program I teach is called Essentrics®. It is a dynamic program designed to lengthen and strengthen the muscles without the use of heavy weights. Each person’s goal is different. One person may come to class looking for pain relief; for another, it’s improved athletic performance or increased strength, flexibility, toning, and relief from tightness. It doesn’t matter how old the person is; everyone can benefit from this low-impact workout that engages all the muscles of the body. And there are many muscles – at least 600!

My classes last about an hour. Depending on the workout, some classes may incorporate standing and floor work, standing and chair (barre) work, or a combination of all three. Music is also an integral component. The warmup is generally set to an upbeat tempo that gets the blood moving. Music that is more dramatic will accompany exercises that are slower and have deliberate and controlled movements. Within any given class, you may hear genres from pop to reggae to classical music and more. Some classes focus on toning, others on core strengthening and waist trimming. The objectives vary. The one constant is there’s something for everyone.

Tell us about yourself

I take pole dance/fitness classes for fun and have been doing so for many years. I became interested in Essentrics® as it is a program that allows me to further build on my skills as a pole athlete and occasional competitor in pole contests. It takes tremendous strength and flexibility to be able to exercise safely on a vertical pole, especially when it comes to moves like inverting, whether it be from the ground or while halfway up the beam, several feet up. It also takes tremendous strength and control to balance on the pole with just two points of contact. One has to really focus on the pole and know where the body is in time and space. I initially thought I would take a few Essentrics® classes to maintain my strength, flexibility, and body awareness, but I have had so much success with Essentrics®, along with improved muscle tone, that I decided to do a deep dive into the program and become certified at all of its four levels. I teach online and in person. I also work one-on-one with private clients.

What's your biggest accomplishment as a business owner?

Seeing the word spread about Essentrics® and its many benefits is one accomplishment. What I have seen happen is a person will come to class and enjoy it so much that she then tells friends or relatives, who, in turn, start attending class. Word of mouth is the best advertising.

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

Dispelling assumptions about Essentrics® is one challenge. People who have never heard of the program often ask, “What’s that?” or assume without taking the class that it’s a form of yoga. While people are more familiar with yoga and Pilates, Essentrics® is gaining in popularity in the United States. The program was started in Canada by a former ballerina, Miranda Esmonde-White, who was looking for a way to help people develop long, lean muscles and created this scientifically backed program. Essentrics® draws on the flowing movements of tai chi, the strengthening theories behind ballet, and the healing principles of physiotherapy. It is a very safe and effective way to work out.

Also, another challenge for me is balancing all my interests so I have the time to do them all and relax. I enjoy pole, Essentrics,® reading, travel, and cooking. I also work full-time during the day.

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

  1. Find something that you truly enjoy doing and be passionate about it. Your clients will pick up on that enthusiasm and spread the word about your business. Have fun with the process. You may even wish to check with your local library to see if you can hold a presentation there.
  2. Find someone to help you build and maintain a really good website. A professional website will go a long way toward the success of your business.
  3. Get feedback from your clients. Their input is invaluable. Get testimonials as well.

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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