Interested in starting your own entrepreneurial journey in health & wellness but unsure what to expect? Then read up on our interview with Jenny Hoofnagle, Founder of Watch That Rock Pilates, located in New York, NY, USA.

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

I own a Pilates Private Practice, Virtual Studio called Watch That Rock Pilates, and a hybrid fitness business called Moms on the Move - currently being rebranded to be called Freya Movement. I primarily work with pregnant and postpartum clients and clients with particular needs, such as scoliosis, cerebral palsy, pelvic floor dysfunction, diastasis recti, injury rehabilitation, plus-sized movers, and more. Due to the virtual nature of my work, I can work with clients located all over the world.

Tell us about yourself

I started working on my business in 2018. I leaned into building my private practice and online studio during the Covid 19 pandemic. The pandemic presented a unique opportunity to become a fully operational studio under my business umbrella, vs. freelancing for others, with limited overhead online.

I saw the possibilities, and I leaped. I am fortunate that the work I do has an incredible ability to truly change people's lives via how they move and relate to their bodies. I am motivated to keep going every day by the feedback I get from my clients about how their quality of life has improved because of the work I guide them through.

What's your biggest accomplishment as a business owner?

My biggest accomplishment as a business owner was allowing myself to adopt a beginner's mindset and fail forward. I battled some imposter syndrome for quite some time. Once I decided to make my vision a reality, I would have to be willing to take messy action. I could clarify my business' values, share my story authentically, and convert my income from freelance gigs to my client roster.

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

One of the biggest challenges of running a business is that I am very much a team-oriented worker, and I do most of my work alone. I aspire to one day have my business grow into a version of itself where I can work with a larger team and serve even more clients.

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

  1. Plan and save money to take risks sooner rather than later.
  2. Learn how to ask for help and, most importantly, who to accept it from.
  3. Being mission-driven can make you feel like you never have to work a day.

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.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.