Interested in starting your own entrepreneurial journey in health and fitness but unsure what to expect? Then read up on our interview with Shawna Norton, CEO of Competitive Female Training, located in San Diego, CA, USA.

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

We are the first and only online CrossFit program serving just women. Our customers are female CrossFit athletes.

Tell us about yourself

I started CrossFit in 2012, and it literally changed my life. Over the course of my first year, I knew that all I wanted to do was live and breathe gym life. From 2012- 2017 I was diligently working my way through completing my bachelor's degree, with a few degree changes along the way. I knew I wanted to help people, but I wasn't sure how. I landed a degree in Kinesiology. From there, I continued developing my love of learning about movement, health, and wellness. I also kept narrowing down what I wanted to DO with my degree, and I ended up working as a CrossFit coach while I learned more about nutrition (my other passion). Around 2017 I started wanting to compete at an advanced level within CrossFit, and soon after realized that the programming I was receiving from my coach would be beneficial to all women in our sport, so Competitive Female Training was born.

What's your biggest accomplishment as a business owner?

Surrounding myself with an incredible team who shares my vision for what we can do in our sport.

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

Having to be your own boss and keeping yourself to ANY kind of schedule. It is so easy to get distracted!

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

Find people who can complement your weaknesses and be willing to listen to them when they give you feedback, make sure you genuinely love what you're doing, and be ready to be in it for the long haul.

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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