Interested in starting your own entrepreneurial journey in health and wellness, but not sure what to expect? Then read up on our interview with Danika Kelly, the founder of My Normative, a female-focused health platform, in Calgary, AB, Canada.

Tell us all about your business...

My Normative helps female persons more accurately track, record, and set health and wellness goals.

What's your background and motivation to grow as a business owner?

I'm the co-founder and chief executive officer of My Normative Inc. I'm a passionate advocate for -and trained scholar in- sex and gender issues in the arena of health and accessibility. Prior to completing my MSc at the University of Calgary I worked overseas as a cultural broker contributing to a significant increase in patient compliance and positive health outcomes in treatment centres in highly impoverished and volatile areas.

I come from the world of high performance sport as an athlete and a coach as well as holding positions as an educator and practitioner in the lifestyle-fitness arena in Western Canada. Founding My Normative as a way to have a scalable impact addressing the gender data gap felt like a natural extension of both my scholarship and career's work.

As an entrepreneur, what does success ultimately mean to you?

Probably one of the most exciting bench marks of progress that I've seen is an improvement in my story telling to the point where people who know nothing about female health are able to engage with the problem and work with us toward a solution.

What's one of the hardest things that come with being an entrepreneur?

Honestly- two things, I think. One- Balancing self kindness with high performance- what counts as a day where you are fully justified in taking the entire afternoon to nap?

When will that kindness/selfishness actually make me more productive, creative, and happy... and when am I just 7 months pregnant and a little extra tired.

Two- Keeping track of opportunity. The world is literally ours for the taking- keeping tabs on opportunities that are of strategic interest, exposing myself to new ideas and opportunities all the time, and organizing them all away in order of importance (and remembering to come back to them) takes a colossal amount of brain power!

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

Do it. Do what you can on a shoe string first. Then don't be shy asking for help.

Where can people find you online?

If you like what you've read here and have your own story as an entrepreneur or business coach that you'd like to share, then email; we'd love to feature your journey on these pages.

Feel inspired to start, run or grow your own subscription business? Check out and learn how you can turn "one day" into day one.