Relationships & Networks - An Expert's Guide - Vanessa Severiano

Hey everybody, welcome to the Future of Fitness, where we talk with entrepreneurs, researchers, and practitioners in fitness, wellness, and the health sciences. I'd like to give a big thanks to our sponsors, Level 5 Mentors, helping entrepreneurs achieve the highest levels of freedom in time, money, relationships, health, and purpose. Also, Certified Course Creation, helping entrepreneurs create accredited online certifications that are not only lucrative but highly scalable. Go to level5mentors.com or certifiedcoursecreation.com and learn more. I am your host, Eric Malzone, and once again, welcome to the Future of Fitness. Oh, we're live. Vanessa Sevriano. Welcome to the Future of Fitness podcast, my friend.

Thanks so much for having me here, Eric.

It is an absolute pleasure on a Friday morning. So today's recording date is September 25th, 2020. It's what I do now. I let people know the date because things are changing so fast. And I've really had a lot of fun during our conversations over the last year, Vanessa. You uh you are extremely good at what you do. You know the fitness industry really well. And uh you're just a delight to have conversations with. So I'm excited to get you in front of our audience here and and uh bestow your knowledge upon them. And maybe a really good place to start would be give us your backstory. How did you get to be doing what you're doing now, which is uh consulting at a high level for sales and marketing in the fitness industry?

Well, thanks so much for that intro, Eric. And the feeling is mutual. I love our conversations, I love talking shop with you. It's kind of like one of my favorite things to do. I started in the fitness industry. I sound really old saying this, but 19 years ago, I had just graduated from college. Uh, I had two degrees in English literature and interpersonal and organizational communication. Most people are like, what is that? It's basically how to how to speak to others, how to communicate clearly, management styles and whatnot. When I graduated, I just had no idea what I was gonna do with my life. I thought I was gonna be an attorney, but then I was kind of burnt out from school. I didn't want to be stuck working in a cubicle. So I just started researching jobs that, you know, involved cool companies, companies that I thought were kind of like different. And I lived, you know, I grew up right outside of New York City, and my dream was always to live in the Big Apple. So I just started researching companies and in 2001, I started at the Crunch Corporate Office. It was a very work hard, play hard, awesome environment. Still keep in touch with many, many of my colleagues from Crunch. From there, I moved down to Miami in 2005, opened up the first two Equinox locations down in Florida, had two sons back to back. By 28, I was divorced with two kids. So it was kind of a little bit of a whirlwind there. And um, being a single mom really motivated me to kind of push myself to limits uh that I never thought were possible and kind of just really grinded out and really become what I consider to be a hustler. I I guess everybody kind of uses that terminology nowadays, but it really was like, you know, shaking hands, kissing babies, making it all work. Um, ended up working for David Barton gym for several years, flywheel, and then got a great opportunity to be a part of a startup in Miami and start something just from zero members, zero brand identity, you know, work on the whole concept from ideation to execution was there for six and a half years, and then started consulting in sales and marketing for fitness and wellness brands. And that's the story in a nutshell.

Yeah. Wow. There's I mean, there's a lot to dive into there. I like to know, kind of going back to, of course, I'm gonna pick like the painful moment, right? Two kids divorced, probably a little bit fearful. What what was your situation at that point? Were you feeling like, okay, you know, I'm I'm financially secure, I'm gonna be okay. I got this. Did you have support around you with family and friends? What was that moment like?

To be honest, it was complete devastation and fear. Obviously, I was completely humiliated by being, you know, I was really embarrassed about being divorced with two kids and being only 28. I felt like a complete failure. I had taken two years off from working to have my kids and be home with them. So when I got divorced, I didn't even have a job. Um, and so basically that's when the hustler just kind of like, I don't know, I I guess kind of like when you're faced with the worst case scenario, it makes you kind of dig deep and figure it out. Um, and I just kind of started figuring it out. You know, I I reached out to some friends, I got a job, one thing led to another. You know, it's all about relationships in this business. And one thing that I've always been very good at is maintaining close relationships. So I got some opportunities that probably wouldn't have happened without those relationships. And I was definitely operating from a place of fear, but that fear actually helped me. It didn't hinder me.

So would you say, you know, when you hear that term hustle, it's it's got kind of a broad definition. I'm not exactly sure what it means. Sometimes I just think it means a lot of activity, right? How did you change the way you approached your profession at that time? Was it just you you did things that normally you wouldn't have done because it was uncomfortable? Was it you just saw things differently? What do you think shifted? What was like the mindset or the or the day-to-day things that that changed for you at that point?

Well, I think it was both of those things. One, I had a very clear goal. Going to work every day because you know, you want to get a nice pair of shoes or you want to go on a vacation is a very different motivation from I have two kids and two dogs, and I'm alone in Miami with no family and no support, and it's all on me. Like I'm depending on me, my kids are depending on me, and there's just like two options here success or failure, and failure is not an option. So I guess it really did make me just kind of definitely step into my, you know, discomfort zone and really just kind of when I say figure it out, meaning like there's a lot of things I don't know, right? I don't have, I mean, I went to college, I have two degrees, but a lot of what I do on a daily basis and a lot of you know what most of us in the service business do is based on experience and kind of that figuring it out mentality. It's not based on something that I learned in college that came from a book. So when I was presented in certain situations, you know, I would just kind of figure out a way to make it work. So when I, you know, was in charge of the sales team in a 45,000 square foot facility and I had insane goals, we were, you know, over 300 units some months, you know, it was just like, wow, listen, like I'm gonna do whatever it takes to make this happen, obviously with an ethical bounds. But like if I have to light some fires under people, so be it. Because, you know, we're gonna be successful and there's just no other option. My family's depending on me. And I think that, you know, it kind of just makes you see like only one way, like there's a tunnel vision, and it's like, how are we gonna make this happen? And, you know, I think everybody can probably relate. Maybe they haven't been in, you know, a single mom, but they've been in some some kind of underdog story where they just kind of had to like dig deep and figure it out. And that's where you draw a lot of your strength from.

Yeah. Yeah, it's it's it's a change. I've I've done things in a couple different ways. I've burned the ships, right? And then I've also done things with like, hey, a little bit of a security net as I build it. And they both work. One works a lot faster, um, which is burning the ships, right? Just fully committing. You have no other alternative, you're in, and you gotta do it. It's just, it's it's stressful, right? Yeah, I commend you for doing that. I mean, stressful is is probably even a very light word for it. It's it's all uh it's just consuming.

Yeah, I mean, you know what? But everybody operates in different ways. And like my personality is very all or nothing, and I actually operate best under pressure. Like that's when I really shine. I guess that's why, you know, I've been in sales for so long when I have that pressure and that deadline and that goal, and it's very, you know, quantifiable. Like you're a success if you hit this number and you're not a success if you don't. Um, I don't know for whatever reason, maybe I should see a mental health specialist about this. I do, I do, you know, that I do thrive under pressure. And I guess it's maybe it's just been adaptability, but you know, when that pressure's on, it's like it's go time, baby.

Yeah. Yeah, I think I think pressure is really good. I really do. Um, and it's funny that mental therapists, I people want to go back and listen to all of my episodes of Tony Gentlecore, we're very open, like, yeah, everyone should have a therapist, by the way. Uh they're great to talk to. So it's really funny.

A therapist and a trainer. I mean, who couldn't benefit from that, right?

Yeah, exactly. So tell me what it is that you do. I mean, you you obviously help build businesses and brands, right? Walk me through kind of like your mental approach when you do this. And you've seen great success in doing it. You know, how do you tackle problems? How do you look at things like maybe you can use one of your current clients as an example?

Sure. So I think that, you know, one thing I think when you come into any organization that's already existing is really understanding the history, understanding what's been happening and once been successful and what hasn't been successful, and focusing on, you know, what changes need to happen to make the unsuccessful portions of the business successful. I think, you know, sometimes there's a couple of different factors. One, when you come in new to an organization, people resist change, whether it's for their benefit or not. So you it's all about creating that relationship and that comfort level and connecting with other people and empowering them and learning from them, you know, like understanding their take of what's been successful. What did they think some of the potential solutions might be, and kind of gathering that from the team because everything's really a collaborative effort. It's there's no one hero and coming in and understanding and bringing everybody together, kind of pulling all those ideas and concepts, miss mixing that with like a little bit of ideas and concepts that maybe I've been exposed to from my past history, creating a plan and getting everybody on board with that plan. So it might mean that there's some tweaking and and modifying of that plan, but once everybody's on that same, you know, train, we don't get off the train until we reach the destiny. For example, you know, some companies might have like some certain systems or products that they're marketing or services that they're marketing, memberships and whatnot, and how how are we speaking to clients right now? Who's our ideal client? What language are we using? And what do we need to do to, you know, continue the trajectory of growth? I don't know if that's like too many words to answer your question, Eric, but that's kind of it in a nutshell.

Yeah, I I uh I I've seen you work and I I get envious because you seem to see marketing and sales systems in your head. You like have a vision of what it could look like, and then you just then it's just a matter of implementing. Uh that's a gift. Like I think most people, you know, especially within the fitness industry, maybe are are really good at what they do. They love that part of delivering the service, right? Which is obviously critically important. But really, I think the biggest differentiator within the fitness industry tends to be sales and marketing. You know, there's a lot of great coaches out there. There's a lot of people, and frankly, sorry, people in the industry, it's not rocket science most of the time for most people to get them to their goals. You know, that you get them to change some habits in their life, get them some consistency in some things, maybe give her a little bit of a boost in their mindset. And you can see success for most overwhelmingly large percentage of clientele. So usually it comes down to sales and marketing. And I mean, you've seen it with big brands and franchises. I mean, F-45 is a you know, great marketers, right? So, where do you think most fitness professionals fall short within their sales and marketing tactics and strategies?

Oh, that's a loaded question, right? Sure is so first of all, I think discussed right before we started recording this podcast, people are good at what they're good at, right? I think it's very important to look at yourself and you know, be very self-aware. I think, you know, it's impossible for everybody to be great at everything. Listen, I I specialize in sales and marketing, but if somebody came to me with a knee injury, I wouldn't, I've been in the fitness industry for 19 years. I would not know how to fix it. I would not know, you know, what to do. So I think just being aware of what your talent and your gift is and sticking to that and then collaborating with others on the parts that you're, you know, not as strong on. I think that's very important. I think sometimes, you know, this business is fueled by relationships. And I think sometimes people lose sight of that. It's like, I mean, you don't have to be a great, you know, Instagram presence to be a great trainer and to have great relationships and to deliver great results, right? The, you know, the and sometimes I see people get getting caught up on how many likes and take, you know, posting pictures and videos that are excessive or inappropriate just to get a like because they think like, oh, if I grow a following, then, you know, that validates me as a trainer, which is just totally the wrong way of looking at it. I think invest in yourself, invest in a mentor, invest in education, and provide value to clients. That's what you need to do. Focus on that, the rest will fall into place.

That's awesome. There's there's definitely a recurring theme I've noticed in our conversation this morning, too, Vanessa, is that uh relationships keep coming up. And during different points of your life, you know, um in business, you know, whatever it may be in your career, relationships have have really uh played a huge role in your success. Let's dig into that a little bit. You know, what why why are relationships so important to you? How do you maintain them? Do you put intention behind what you do with your relationships, or is it just kind of natural to who you are?

Well, let's go way back into the archives and state a very a fact that I'm very proud of. I was uh named most talkative in middle school and high school. That's my claim to fame. Well, I just love talking to people. And I think it's like having a connection with other people is what life is about, right? Like it's nice to make money and to be successful, but connecting with other people, helping other people, having them help you, working together. You know, I mean, I think when we talk about the fitness business, it's like what I think most of us are in this business because we it makes us feel good when you see somebody getting results. You know, you're selling a product and a service that people need. It improves the quality of their life. So, I mean, you know, back in the day when I was selling memberships and somebody would come in and they'd make like a huge transformation and you could see their confidence and their life improving. I mean, that's just it feels good. So, relationships with clients, you know, I've had clients that have followed me to multiple brands just based on the relationship that we've had. It's not that I'm anything special per se, like I have some hidden recipe, but it's just I invest time in people and I care about people, and I think it just comes through. It's not like some special word or trick with work. It's really like having those good relationships with colleagues, like that symbiotic relationship where everybody's bringing something to the table and you're coming together collectively with a great solution or a great service. I mean, together you can accomplish so much more than you can alone. When you say, do you have intention? I mean, my intention is to have the relationships and have quality relationships. My intention isn't to get something out of it other than just the relationship. But the result has been that, you know, every career opportunity that I've had since my first job out of college, when I was hired by my first mentor, Adam Hirsch, who I'm just I think so highly of, has been on a referral. It's been because of a relationship, including all of my every single one of my consulting clients and every single job that I've ever had. So I think, you know, one thing that I always say is never burn a bridge. Relationships are everything. You have to invest in your relationships like you invest in stocks.

Oh, yes, you're speaking my language. And I see it. You know, I've had the the pleasure of viewing being part of their evolution from your last employment and the building you did with that brand into your own personal business now that you're developing very quickly. And I it's it's just really it's obvious when I when I see it is how many times you just get opportunities coming your way all the time because people, your network is so strong and people are always want to see what you're up to. And they they recognize you as you know, this expert in the sales and marketing, and then you know how to build a fitness business. It's it's really impressive. It doesn't, it's not very common. Uh, and you don't do it through social media. I know you have a social media presence, and we've had this conversation too. You know, if if you depend on social media all the time, what happens when it goes away, or you just get tired of it, you know, then what are you left with? And relationships never go out of style, right? They never do. Uh forever.

Yeah, a hundred percent. I mean, and you know, it goes both ways, right? So like you get opportunities from other people, but it's also like helping other people find opportunities as well. Like, for example, you know, this is something, Eric, that you're so great at and you're a connector and you value relationships as well. It's like if if I can't help somebody, I'm gonna refer them to somebody that I can. Or, you know, if I hear of an opportunity, I'm not just gonna say, oh, okay, cool. I'm gonna think, who do I know? Who, like, you know, past or present colleague, what friend can I recommend for this position, you know, because it works both ways. And you don't do that because you're hoping, like, oh, this person is gonna owe me something in the future. No, you're doing it just to help out because that's what you would want in return, you know, as well. And it's just, you know, you have to be kind of willing to give. And when you're just giving from a place of, you know, providing value and helping others, I think it just all kind of works out.

Yeah, it you're right. And it's it's a hard thing to have faith in it sometimes sometimes. And I'll say that. So when you and I started working together, uh, I sent you a book. I sent you the Go Giver by Bob Berg, right? You and I both love that book. You then tagged me and Bob on LinkedIn. Do you remember this? And uh and then Bob was like, oh, you know, Eric, thank you for sending it on. I'm like, oh my god, it's Bob Berg. So I I messaged him and who's you know my favorite author in the business book category, and uh got on a phone call with him. He got on the podcast, and now we chat, you know, probably once a quarter, and it's it's been a huge part of it, all because of a little bit of giving from all angles, right? You I gave you a book, you gave me kind of a nod, uh, Bob gave me some of his time, and it's just this big thing. And I'm sure something will come out of it, maybe not today, maybe not tomorrow, maybe not even next year or the year following, but something will come about that because now there's a relationship there. And I think it's uh people who are starting businesses now, and there's a lot of, I'm not gonna say it's misguided because it does work sometimes, but people want it really fast. They want to build the business overnight, they want an investor now, they want to gain market share now, they want, you know, a funnel that'll you know get them overnight success, you know, $100,000 in 30 days, right? And it just most of the time it doesn't work that way. But if you focus on relationships, it may take a little bit longer, but it it almost always works out.

100%. And I mean, listen, everybody likes my making money and being successful. I love achieving objectives. I love getting a great paycheck. You know, that's definitely, but those don't have to be, you know, two totally separate things, right? Like one is the long game and one is a quick fix, right? And sometimes it's a combination thereof, right? Many times it is. The relationships are the long game, right? That might not, you know, yield some type of financial result or whatever immediately, but that's something that you have with you, you know, no matter what. And, you know, turning on a digital ad or you know, creating some type of, you know, quick. gimmick giveaway or whatever, that's something that might be like a quick fix, but the relationship, it's it's all about the long game.

What do you think, Vanessa? And this is a loaded question as well. What do you think is the key to having great relationships?

I think the key to having great relationships is effort, value, and you know, respect, care. I mean, there's so many different things that, you know, go into a relationship. Obviously, everybody listening to this podcast has been in a one-sided relationship before. And that's kind of lame, right? So you have to be willing to give, you know, provide value, provide support to the other person, whatever that looks like, everybody wants and needs different things and everybody likes to be communicated with differently. You know, I have friends that are like never call me, only text me. I have other friends that are like needing to see me in person. I have other friends that are like, you know, want to talk every week and some people that are cool just talking once a quarter, you know? So I think meeting people where they're at, you know, being able to provide value to the other person, being able to be a resource, provide support and investing time. It's an investment, you know, relationships are just, they don't maintain themselves. It's like think of being with a significant other, right? Like you have to like go out on a date every once in a while, you know, get out of your pajamas, you know. And the same with you know a work relationship or a personal relationship or friendship. You know, you have to invest time in in making that person a priority. And when you make other people feel special, I mean I think there's just like nothing better in the world and people need that now more than ever because there's so much empty validation on social media that really means nothing. But when you get like a smile from a friend or you get a call from a colleague you haven't heard from in a year, you know, that fills you up.

It does. It does. Uh it's so powerful too. It can change your whole mindset in the day just getting a text message from an old friend or something like that. It's uh yeah I I I value it so much. I'm curious when you went back to bring it back to the painful moment again. I think it was 2005 you said you're sitting there divorced two kids unemployment or employment was shaky what role did relationships have in your life at that point?

Well I mean it was just everything that was my support right it's like nobody can get through anything on their own. We need other people we need connection we need a little you know it's a combination of a shoulder to cry on and a rah cheerleader right so I I think you know relationships have definitely gotten me through every stage of life and I hope that I've provided that same value for the people that I have relationships with. We need other people we need human connection and that's you know what this fitness business this service business like that's what it's all about. It's providing human connection and I think nowadays you know there's so much conversation around tech and getting rid of the human connection and all of that. And I just think you know nothing's ever going to replace the human connection.

Yeah I agree. What do you let's talk about the fitness industry for a hot minute I asked I had Max Shank on on the show yesterday too and I asked him the same question.

What do you think for the fitness industry, what's going to be one positive thing that's going to come out of this pandemic when it when it rides its wave what do what do you think of the outcome what do you think is going to be better for the industry I think people brands are going to be forced to provide more value to the clients and the members and consumers of either fitness technology, in-person brick and mortar one-on-one coaching you know there's a lot of competition out there and especially now with these lower priced options, you know, there's a lot of things out there. So for a consumer member client to pick one product and stick with it or one service provider, it's because they're getting a tremendous amount of value. And that's the only reason that they're going to stay and you're going to be able to retain them is you're providing a value for them and solving a problem for them that others cannot solve. So I think providing more value and my hope is that you know with the addition of all this fitness technology and and Apple coming into the market and all of that is really that we get more people moving because that's really the objective, right? Isn't that the mission of our industry at the heart of it? It's not about, you know, how many members did you get how many sales did you get it's how many lives are you touching how many people are being helped and I I hope that's a positive that comes from this.

Yeah. I I think ultimately we're in the business of self-improvement right I uh I had a realization not too long ago I was why why I love walking into the gym. I'm I love it because everyone who's in there is in there to improve themselves in some way. And you can, you know, people in the fitness industry will, you know, the bodybuilding crowd will make fun of the endurance crowd or you know what I mean? Like there's it's just funny these little uh silos that we put people in. But all in all people are in a gym or engage in fitness because they want to improve themselves and that's a what a beautiful industry that is. And we get so caught up in you know the the tactics and who's better at what and this program is better than that program. This nutrition program is BS and this one is more ethical all these things that we get caught up in but ultimately we're all in the same game. We want to see people get better. And uh I think that's critical and I one of the things we'll see out of this too which circles us back to the the macro topic that we have today is is whoever has better relationships right now will win hands down.

I I believe that I'm in complete agreement I mean it's all about you know what are the touch points what's the care that's going into the relationship and you know how are you helping this person improve their life and I think you made a a great point it is all about self-care and self-improvement and that fitness is not just about the physical body right I think we've all seen somebody go through like a change or transformation and when as they're getting it's almost crazy it's like as they're getting physically stronger physically more fit they're also getting mentally more fit and mentally more clear and more confident and it really does impact so many things other than the physical body.

Awesome so I I want to make sure that we we dedicate some time on this show to talk about your podcast too uh so tell us about your show.

Oh my God Eric I can't wait to have you on my show. Um so because I just love so honestly my podcast is called the business side of fitness and how it got started. Well first of all Eric has been so instrumental in helping guide me through you know my entrepreneurial journey and you are really somebody that I look up to not just by you know your whole vibe and energy is you know I want to get on your level but the quality of the life that you live the quality of the value that you provide through your podcast and through your your consulting work as well so you know you're really the one and I want to give you all the credit here that pushed me you said you should start a podcast and I was like talk about you know that hustle circling back to the hustle and getting out there and putting yourself out there you know I'm 41. So at the time I was 40 and I've always been behind the scenes always been promoting other brands you know it's never been about me and you know starting my own business I really had to start promoting myself and letting people know you know what value I bring to the table my experience very uncomfortable for me because I'm just not that into myself. I like to talk a lot but I'm not like obsessed with myself right so so starting the podcast you know you made the suggestion and it made a lot of sense because I do have a lot of relationships and I do really love talking about the fitness industry and all different aspects of the fitness industry from the struggles on the coaches side fitness technology brick and mortar businesses operations marketing branding all of it and so I get to discuss all of that on the podcast and you know I have two episodes come out every week and we have a variety of different people everything from gym designers to the vice president of Ursa to the chief product officer of Whoop I mean there's just a variety of conversations and it's you know I think any fitness professional would get value from it.

Awesome well you're that's my plug yeah well you're very welcome and it's it's I'm glad you started it's a pleasure to work with you as well Vanessa and I love podcasting because I'm similar I I I don't like talking about myself a whole lot. I like asking people questions that's really fun to me and highlighting other people and bringing value in that way. So I think it's you know it's it's a good fit for you for sure.

And if I had my way uh all my clients would start podcasts uh which they kind of do ironically what is well you're very persuasive and that's also why you're beast at sales because being great at sales is a lot of people have the confusion that being great at sales is being a really great talker and being able to convince somebody to buy your product or service. No being great at sales is being great at asking the right questions. And coincidentally it's also something that makes you great at being a podcast host.

Oh yeah yeah I I agree you know it's funny is my my dad used to have this little game that he used to play with himself uh at social gatherings and he would start you know a new conversation would come up and introduce or he get introduced to somebody and he would sit there and uh his goal was to do less than 20% of the talking and I remember as a little kid watching him do it and he'll be like he the person would, you know, the conversation would end and my dad would look at me and kind of like with a wink and be like I know 10 things about that person. He knows nothing about me. I win I was like dad that's such a weird way to look at relationships. But it it really ingrained something in me is like you know you want to walk away knowing a whole lot more about the people that you engage with because A, people love to talk about themselves most of the time and B, you get a lot more insights and you learn more from people when that's your approach. And it also takes a lot of pressure off you know you don't come across as a you know a braggart or anything like that. So it's yeah it's an interesting thing that I think I got from my dad a long time ago.

What do you uh that's such a cool story and you know what else Eric also when somebody else is doing all the talking you're able to you know retain little nuggets of information and then you know speaking to what we were talking about earlier with making people feel special like how good does it make you feel when somebody like remembers your dog's name and asks you about your dog you know like six months down the line or they say hey like that project that you were working on how'd it go? You know, that's what it's all about. So that you know your dad's story that was that was great. Thanks for sharing that.

Yeah well it's it's really funny too because I I just recall a conversation I had this week where I was uh warming someone up to be a podcast guest and our initial conversation and I asked him one or two questions he talked for almost the whole thing and at the end he's like you know dude you're a really cool guy I like your vibe you know I was laughing to myself because like I didn't say anything. I didn't say anything. Right and uh it's such a uh a noticing that you have of people is like sometimes people just want to be heard and they want someone to ask them a couple questions and that's all they really want out of their day and that's very satisfying for them. And I was like that was the easiest you know uh win of favor that I've ever had it's like you know what I really like you man. I think we're gonna work together at some point I'm like great I yeah you don't you don't know anything about me so it's funny it's funny it's it's a great uh it's a great outlook to to go into conversations like that.

What's been some of your favorite conversations you've had on the podcast I just recently interviewed Lauren Fundos from Forte and I love that conversation just how you know she came from a fine ground and how she as an entrepreneur I think you know people are always throwing opinions at you and I think anybody in the fitness business can can relate to this too. I mean I definitely had this when I started off in fitness people were like you have a college you have two college degrees you're gonna be in fitness and work in a gym like are you kidding me and her whole you know message was just staying true to your vision and seeing it through so I loved um learning from Lauren another one that I really loved was Alexandra Benetti from Talent Hack. I thought you know what she's fitness instructors, coaches, trainers, content creators are you know kind of at this weird crux and power struggle between you know being independent creating a brand for themselves and then working and being beholden to gyms and studios and kind of like who's who's looking out for the instructor and I think what her company is up to is really cool and different. So those are you know two conversations that I really loved.

Awesome. Yeah I'll I'll go check those out so you're you're in high demand for the work that you do because you're very good at it, right? Developing sales and marketing system helping brands and businesses build and get kind of get unstuck in in their growth.

What do you what what types of businesses excite you now what projects would you be excited in taking on anything innovative I think that you know companies with a vision with a strong vision um I love seeing things come to life and create you know executing a vision and a concept and you know helping companies articulate and communicate that clearly to clients I think a lot of fitness and wellness brands you know have have a couple common common challenges right and that's one creating systems so you know in sales and marketing it's all about systems and remaining consistent and you know learning obtaining data and feedback and then pivoting when necessary but a lot of companies are just kind of like constantly throwing new things out there to see like you know what sticks. So mission driven brands I love you know my personal mission in the fitness industry is making fitness more accessible to more people providing uh professionalizing the fitness industry so anything that provides value to coaches to to trainers to fitness instructors to gym owners to be successful and in education is the key to that I think that's really interesting to me. Another big opportunity that I'm kind of seeing which I haven't had the chance to work with any of these businesses but fitness for kids I think there's a huge opportunity with the gamification everybody looks at you know uh sports as like oh well that gets kids moving well guess what I have two kids that are not into sports how do I get them moving if you have that solution please contact me and then I think there's also you know a very big opportunity for the 50 and over uh population as well as life spans expand there's a huge opportunity to get um this demographic moving as well and staying consistent most likely they they've had a membership but now you know their you know gym membership they've been active since the fitness industry really got started but you know they they don't necessarily want to work out next to a 20 year old at a boot camp. So who's appealing to those people right? So I think those are all clients that I'd love to talk to work with anybody that's doing anything innovative in fitness I mean I guess that sounds so broad when I say it right I just love fitness such a nerd well it is broad but I I I think there's a lot of now there's a lot of innovation in fitness.

I would say for the previous five years pre-pandemic there wasn't a huge surge of it. People were kind of falling on the same thing right the gym model whether it be boutique or big boxes there wasn't a whole lot of variation. You get some different branding you get a little bit of a different service offering but it was all based on personal training or small group training or large group training and then amenities right and now people are really getting innovative with how they deliver it because we're in a new world of unique constraints that we didn't have six months ago. And when you put constraints on things Ken and I talk about this all the time Ken and Drugo's when you put a constraint on thing that's when innovation and creativity really starts to thrive because you know if you have too many things you can do then innovation doesn't thrive in a space like that. But when you narrow it down be like hey here's what we have to work with how do we do it that becomes really unique and I think we're starting to see a lot of it. So it's a very exciting time to be in the I'm with you. It's very exciting time to be in the fitness industry and uh working with innovative brands that can really make a huge impact is it's the time is here. So yeah it's awesome. Where where do you uh give us give us the goods Vanessa where do where do people find you if they want to get in touch with you or they want to work with you or just talk about your podcast where where do they go?

Grab a pen people no I'm just kidding. Maybe we should put my last name in in the show notes because it's kind of challenging but it's um VanessaSivariano.com you can find me on LinkedIn that's where I am most of the time my podcast again is the business side of fitness and I'm also on Instagram but um I'm mostly on LinkedIn for social media.

Awesome. One last thing where do you want to be in five years?

Oh I love this question Eric let's just paint that picture shall we yes so little known fact about me is I'm Portuguese my parents are both from Portugal they grew up with no running water electricity I guess that's also kind of the hustle mindset that I have is also you know growing up with immigrant parents that came here with nothing. So I see myself in the next five years owning at least one vacation home in Portugal spending every single summer there as I did growing up but now sharing that with my kids in my own home instead of staying you know with my family's home. And I see myself just more lives and helping more people in fitness working with mission driven companies and hopefully collaborating with you and Ken.

Right on that vision yeah I love that vision we use when you you had me at Portugal months ago. So Vanessa thank you so much for coming on it's it's obviously it's it's always a pleasure for me to have conversations with you. And I think you know the value that you brought today is really critical is is if people got one thing from this is really be cognizant of of how you approach relationships and the value that they have both personally and professionally. I think we've done people a great service today. So appreciate you coming on appreciate your vulnerability and honesty going through those stories and uh yeah we'll we'll talk soon I'm sure you're the best Eric thank you. Ladies and gentlemen Vanessa Severiano Hey it's your host Eric Malzone thank you so much for listening to another episode of Future Fitness if you enjoyed it please do me a huge favor by going to the website and signing up for our newsletter website is futurofitnessfitness dot co. We've got some big big announcements coming down the pipe and we want you to make sure that you are on top of it. Thank you again signing off