Interested in starting your own entrepreneurial journey in health and fitness but unsure what to expect? Then read up on our interview with Steven Sidhu, Founder of Underdog Strength and Conditioning, located in Surrey, BC, Canada.

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

I am a CSCS and FRC-certified strength and conditioning coach who provides mobile personal training services with a fully equipped mobile gym that comes directly to your house. My clients are busy working professionals that struggle to find the time to get to the gym. My main focus is helping people with joint pain - whether they be athletes, senior citizens, or anything in between - return to living a pain-free life and getting strong in the process!

Tell us about yourself

I have been in the fitness industry for about six years now. Coming from a neurobiology background, my initial plan was to be a trainer for a short time before transitioning to another career in healthcare. But soon after starting, I realized just how passionate I was about helping people push their boundaries, overcome their self-doubt, and become the best version of themselves, physically and mentally.

Over the past couple of years, I have transitioned toward helping my clients live pain-free by using a joint-specific coaching lens to strengthen and improve the capacity of their joints and bodies. The inception of Underdog took place toward the tail end of the COVID-19 pandemic when gyms were mostly shut down, and many people began to work from home. Underdog was created with the intent to bring fitness and healthy lifestyle choices to everyone, making it as easy as possible to get in the gym - even if that meant staying at home.

Nothing motivates me more than to hear my clients tell me they no longer experience the debilitating pain they once endured and are able to return/begin the life they've dreamt of before sustaining their injury!

What's your biggest accomplishment as a business owner?

My clients tell me daily just how simple it has been for them to maintain and adhere to their programs because the gym comes to them. More importantly, I have the privilege of hearing how much more my clients are able to accomplish with the time they save - whether it be more time with their families, pursuing their hobbies, or advancing further in their careers. I view this as my greatest accomplishment because "saving time" is one of the foundational pillars of Underdog. To see what my clients have been able to do with that time, in tandem with becoming stronger and healthier, has motivated me greatly.

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

Battling obscurity. As a new business owner, it can be incredibly tough to get your name out there and become an authority in your space. It takes constant effort to ensure people know you exist and become aware that they have the opportunity to work with you.

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

  1. Identify a niche service you can provide better than others.
  2. Make your clients/customers feel as though they are actually maintaining your services for a steal due to the amount of value and effort you put into your work.
  3. Don't become paralyzed by the inevitable setbacks you will encounter on your journey. Sometimes things will get difficult all at once, but it's important to stay the course and remember why you do what you do.

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.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.