Interested in starting your own entrepreneurial journey in health and fitness but unsure what to expect? Then read up on our interview with Storm Durant, Founder of Storm Fitness, located in Dearborn Heights, MI, USA.

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

We specialize in an individualized training model that focuses beyond the scope of physical results. We aim to give our clients the tools to succeed in life by providing the tools to tap into their internal motivation through behavioral modification. Storm Fitness is a lifestyle and wellness brand dedicated to improving both the mental and physical health of our clients. Storm Fitness offers women the opportunity to optimize all aspects of their lives through structured and progressive programs that inspire a cumulative lifestyle change/enhancement/optimization.

Tell us about yourself

I started working out at the age of 17 because I was extremely weak and was never athletic. Seeing how movement made me feel about myself and how it improved my esteem made me a stronger person in every other aspect of my life. I found discipline, patience, and grit through my fitness. I became extremely drawn to the science of movement and the psychology of sports. I pursued my education as a sports psychologist and graduated this year with my Ph.D. in Industrial organizational psychology with a sports performance specialty. I am extremely passionate about showing people how movement is more than physical results; I adapt psychological and behavioral modification protocols with all our members in order for them to find long-term adherence to exercise.

What's your biggest accomplishment as a business owner?

My biggest accomplishment is my continued growth, the community I have built of over 3000 members, and a 98% retention rate. Despite many circumstances that really tested me mentally and physically, I remained strong and continued to pursue my passion.

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

For me, it’s the continued drive to improve. I always feel like I can do better and more. That can take a mental toll at times, but I believe when you love something, that comes with the territory.

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

I would say to follow your passion, not the money is the most important thing. Second, don’t settle when you see some success; growth is ongoing. The third is to learn to grow from the challenges; they are there to mold you into a better leader and business owner.

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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