Interested in starting your own entrepreneurial journey in health and fitness but unsure what to expect? Then read up on our interview with Wayne Sutherland, Owner of Elite Fitness Team, located in Brantford, ON, Canada.

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

Elite Fitness Team is an online nutrition and fitness company that specializes in helping women 40+ feel confident and energetic in their clothes and in their bodies after losing unwanted and improving their mindsets.

Tell us about yourself

I got into my own business after working with women in local gyms for 5-6 years. But what really got me into working with women was my relationship with my mother. She passed away at the young age of 35 from breast cancer when I was 11. Her passing was the trigger that made me want to help other women to be their best for their families.

What's your biggest accomplishment as a business owner?

My biggest accomplishment as a business owner is seeing hundreds of women come to us since 2010 to work on their health and fitness goals. We have served hundreds literally, and it’s still amazing to see that.

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

One of the hardest things that come with being a business owner is being quick in decision-making. When we take our time to evaluate the pros and cons of a specific task, we end up taking too long about it. And that can cripple your ability to lead your team. Make a decision as soon as possible. If it doesn’t work, you can always pivot. The faster you make a decision, the closer you get to your goals.

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

  1. Know exactly what you want, down to the littlest details when it comes to your business and your life.
  2. Hire a coach/mentor who has proven to have what you want and has helped others have what they want.
  3. Have a reputable brand from Day 1. When people see that you do what you say, that Carries a lot of weight to your consumers.

Is there anything else you'd like to share?

Even though people look at how successful we are now, I still think we haven’t scratched the surface. There are more levels to our potential. The entrepreneurial journey doesn’t really end. There will be ups and downs in business. Appreciate the downs and learn skills in that time to appreciate the ups.

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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