Success Story: Evolving your Business Model

Donna D’Aurio started Bella Fitness in 2007 as a mobile-based, in-home personal training business. As her client base grew, Donna saw the opportunity to expand Bella Fitness and adjust her business model by opening a studio space and adding daily group classes.

We talked with Donna about why and how she expanded her business and adjusted marketing efforts, her focus on customer service and the importance of networking within your community.

When did you open? How many employees do you have?
We officially started in February 2007. At this point I have 12 instructors, including personal trainers and group exercise instructions, as well as two massage therapists.

What inspired you to own your own business?
I always wanted to own my own business since I was little, but I didn’t always know what I was going to be or do. I spend a number of years working for other people, but at one point, I gained weight and went through the whole journey of losing weight, and I decided personal training would be best for me. It kind of grew from there. I started off with my own clients and started adding trainers one at a time. Before opening a studio, we were fully mobile. It was really a grassroots kind of thing.

What makes you stand out from the competition? What have you found works in terms or attracting and retaining customers?
As far as gaining clients, it was really through referrals. I did a lot of networking and was a member of a BNI group. I’m also a member of our Chamber of Commerce. I’d go to any kind of community event I could. So most business came in through referrals and going out there and meeting and talking to people. At this point, I do some daily deals because we’ve added group exercise classes. With group exercise, we need to bring in more people, so we’ve had to change our marketing strategy. It’s been even more important to get involved and let the community know we’re here now. You have to be in the middle of it for people to know you exist.

I think that we’ve kept clients and have been successful because we get to know our clients, take the time to understand their needs, are non-judgmental, get them on the right track and really empower them. I know a lot of gyms in the area that feel pretentious or where clients don’t feel comfortable, and I think we’re getting some clients from those gyms. We also don’t require people to join for a certain amount of time and we keep our prices reasonable.

Why did you decide to add group classes and how have you modified your marketing plan since adding group classes?
I wanted to add group classes because there were many people that I wanted to help that could not afford personal training. Also, I felt it was a natural progression to help the Bella Fitness brand grow. We changed our marketing efforts by adding daily deals and promoting to a larger audience.

What do you like most about owning your own business? Anything you dislike?
I do like owning my own business. Having worked for other people, I feel like there’s less of a cap on how far you can go. You have the opportunity to grow it as long as you’re willing to put in the work. Cash flow can be tough though. Banks can make it hard to get credit lines. A lot of my business is money in, money out. Even when you’re doing well, you’re still trying to juggle paying people, etc. and that part can be stressful.

What has been your toughest challenge?
Besides cash flow, I haven’t had too much working against me. I am trying to find a bigger location and that can be a challenge in the LA area because of the cost of commercial space.

Is there anything you would do differently? Or, what’s the one thing you’d make sure you did again if you were just starting out?
If I had the opportunity to have more financial freedom at the beginning, I probably would have started out with a location right away. I think that would’ve made it easier to grow. But at the time, mobile was what I could afford, and you just have to make it work.

Do you have advice for someone who wants to own their own business?
I would definitely tell them if they want to do it, to do it. It’s hard work, you’re working constantly, but the hard work pays off because you’re able to make your own destiny.