Interested in starting your own entrepreneurial journey in performance training, but not sure what to expect? Then read up on our interview with Dr. Nicholas Serio co-owner and general manager at Athletes Warehouse, based out of New York, USA.

Tell us all about your business...

We are a student-athlete performance training center. We are in the business of building relationships and the lens that we most often utilize happens to be performance training.

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

Honestly, I am obsessed with seeing the limits of potential and trying to get there. I want that for every kid I work with. There is nothing in this world that bothers me more than watching potential left on the table.

What's your biggest accomplishment as a business owner?

Surviving a COVID shutdown... Just kidding, that was number two!  In all seriousness - Successfully cultivating a platform that affords any team member, athlete, or partner to create the life they want to live. Cliché, yes, but to be able to work, live, and establish a place that has become a cultural staple in so many young impressionable individuals' lives; well, what more could I ask. That's literally what we set out to do!

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

The dichotomy of being a leader vs. being a friend; there is often where one needs to fall to the back while the other must emerge to make hard decisions. Yet, I believe empathy is a leader's greatest asset; as long as they can objectively view it and not get tangled up with the emotional weight that can come along with it.

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

  1. Be able to do every single job in your business at all times.
  2. Work and always ready to solve the three basic human psychological needs for each team member A. Autonomy B. Relatedness C. Competency.
  3. As a leader, you must understand that everything is your fault. Failures of yourself or your team members are ultimately your fault, and the sooner you realize that the sooner you will reject the notion of resentment and begin to take responsibility for your role in that failure. Furthermore, if every failure is your fault then so is every success, remember that!

If there was one thing you could do repeatedly to help grow your business, what would it be?

I'm assuming this question is implying that there is some obstacle in the way, preventing me from already doing this specific thing repeatedly....? With that said, if there was more time in the day and more resources to do so, I would check in with my athletes and their parents more often! I would provide MORE (as in often) direct and honest feedback, encourage a deeper discussion regarding the value of the time their athlete is spending in our facility. I would look to discover more about the athlete and try to determine how I may be able to help them best with the opportunities we have together.

What are some of the things you put in place to maintain a healthy work/life balance and to keep it all together?

I have three specific routines that greatly help me keep this in balance.

  1. I follow the same 'Arrival Routine' every day when I enter my house by saying hello to everyone and then closing the day by setting up my schedule for the next day and finalizing any emails, texts, and conversations.
  2. My 'Nightime Routine' is a preparation routine for the next day, where I get everything prepared that I will need in the morning and throughout the next day including clothes, food, important documents, etc.
  3. My 'Morning Routine' while encompasses a lot of different anchors; one that is always inclusive is the allotted time to learn and work on projects while nobody is awake (5 am).

Having this time to myself allows me to feel refreshed and not like I am chasing myself throughout the day or when I get home from my day.

Where can people find you online?


If you like what you've read here and have your own story as a solopreneur 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.