Interested in starting your own entrepreneurial journey in health and fitness but unsure what to expect? Then read up on our interview with Jacques Devore, Owner and CEO of Sirens and Titans Fitness, located in Los Angeles, CA, USA.

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

I know it is cliché in the fitness business to state that we change lives, and I would say that we do that with the element of time in mind. Time is the real enemy in fitness and health. We are fighting an aging body and mind, and we also only have so many hours in the week to better our fitness. Our business is focused on the overall strategy first and then the tactics (which exercises you choose). In fitness today, most people just focus on the tactics. Exercise is great, but you know when you are exercising and not training because it usually ends with the statement “it is better than doing nothing.” Training has prescription and design. The strategy is designed to get you from today into the future in the least amount of time and without injury. The pace of change and how you make the change is more exercise based. Our business is designed to train people with the same science and methodology as world-class training athletes and just change the intensity of the workouts to reflect the client’s current capabilities. Clients come to us because they put a great amount of value on their time and want the time devoted to exercise to be as productive as possible.

Tell us about yourself

I have been a strength and conditioning coach for over 20 years. (National Strength and Conditioning Association, NSCA) CSCS. I am also a certified nutrition coach through Precision Nutrition and a Primal Health Coach Institute. I initially started a center in Santa Barbara over 20 years ago that still exists and then opened in LA about seven years ago. I have always been involved in competitive sports. I was a wrestler in High School and at UC Davis. I also competed in a number of other combat sports as well as racing both Mountain Bikes and Road Bicycles. I authored a book, published by Rodale Press, titled Maximum Overload for Cyclists. I practice what I preach and currently hold the unofficial world record for a mile on the Versaclimber.

I love how great fitness makes me feel. Not only during the day but during a workout. The sense of accomplishment and the joy I get from pushing my body to see what level I can attain is very exciting. It makes every part of my life that much better. I think that once you see the time and money for fitness as an investment and not a cost in your life, everything changes.

What's your biggest accomplishment as a business owner?

It has been difficult for people in the fitness industry. With covid and the changing landscape, you have to be very good at running a business. The biggest accomplishment for us has been building a reputation of great results for our clients. We have improved the lives of so many people and have navigated the difficult times so that we can continue to provide this high-quality product to our clients in the future.

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

As a small business owner, you need to be good at shouldering burdens alone. At many points in time, the burden is only carried by the owner. Entrepreneurship can be a lonely endeavor at times.

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

If you are not able to devote long hours to the cause, do not start. Recognize that you and you alone are responsible for your success. That does not mean you do not have a team of people involved; however, you are responsible for building the team. The problems will never end; however, if you can make see challenges as a path for you to evolve, then you can frame them as the teacher that will make you a better student of your craft.

Is there anything else you'd like to share?

Even though building a business is very difficult in today’s climate, if you can make it happen, it is a wonderful thing to accomplish.

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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