Interested in starting your own entrepreneurial journey in health and fitness but unsure what to expect? Then read up on our interview with Julie DiLeo, Co-Owner of WFOB - Healthy Habits Fitness for Women, located in Medford, MA, USA.

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

Healthy Habits Fitness for Women by Women's Fitness of Boston is one of the fastest-growing online transformation programs for women nationwide. WFOB's mission is to help women learn healthy habits to last a lifetime by mastering mindset and balancing fitness, nutrition & accountability. We've done it with thousands of busy professional women and moms already, and we are waiting to help transform our next client, step by step, day by day, with their own accountability coach guiding them through everything they need to be successful. Our clients are inspired and empowered by our community of welcoming and supportive women and can work out online live and/or recorded small group sessions, choose healthy & delicious food from a Ph.D.-based nutrition guide, plus access individual custom workout videos on the go in the WFOB Fitness App. WFOB clients master their mindset by creating new habits & rituals and truly create clarity and identify the women they want to be with activities and tools in our Mindset Portal. The Healthy Habits Program is a life-changing experience designed to get real results that last and create healthy habits to last a lifetime.

Tell us about yourself

I am co-owner of the WFOB Healthy Habits Program for Women with my husband. I am a NASM Certified Personal Trainer and Performance Enhancement Specialist, and additionally hold the following NASM certifications: Exercise, Stress, Hormones & Inflammation, Integrated Flexibility Training, Integrated Core Training, Training the Active Female Client Over 40, AB Foundations, Fundamentals of Virtual Coaching as well as both CPR/AED certified and has achieved multiple group fitness certifications (Piloxing, POUND, Rockout, Workout, Kwando, Yoga, Power Flex, Jillian Michaels Bodyshred, and STRONG by Zumba) I have a passion for health and fitness and believe strongly in helping all women achieve both health and wellness into their lifestyle through a balance of Fitness, Nutrition & Accountability. I have been working in the fitness industry for over 20 years. In 2011, my husband and I took ownership of WFOB (I was an instructor at the location), and the business transitioned to an online-only program in 2020. Every day I feel grateful to work with amazing clients and women. I believe that the universe guides us together to lift one another, and I am blessed to have the opportunity to coach and share in the health and wellness journey of others.

What's your biggest accomplishment as a business owner?

Transitioning the business due to changes caused by the COVID crisis.

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

Wearing so many "hats." As a business owner, you must market and promote your business, manage staff, be an accountant, foster community within, fulfill client expectations, as well as balance time for family and prioritize your own health and wellness.

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

  1. Plan your day and stick to the plan.
  2. Be consistent. Consistency leads to success.
  3. Know your numbers. This will help you be less emotional with decision-making and allow you to be aware that the steps you are taking are profitable.

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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