Interested in starting your own entrepreneurial journey in health and fitness but unsure what to expect? Then read up on our interview with Luke Couture, Owner of Zenith Health & Performance, located in Saint John, NB, Canada.

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

Zenith Health and Performance’s central aim is to help people feel better, live longer, and optimize their performance. We work with a wide variety of athletes, adults, teams, and organizations with the overarching mission of getting them to flourish to their full potential.

We take a balanced and holistic approach to physical preparation, and our key pillars of movement, nutrition, recovery, and mindset are the focal points in most of our coaching practice.

Tell us about yourself

I was a full-time badminton athlete for ten years and represented Team Canada on a number of occasions. As I neared the end of my career, I reflected on all of the training mistakes I had made. I became very interested in sports science to solve some of those problems. I began pursuing every certification I could get my hands on (CSCS, ChPC, and others located here).

Organically, a few people asked me to train them. One became two, two became four, and four became twenty, and before I knew it, I had a real business in front of me. What motivates me each day is just helping people live up to their full potential. A lot of people struggle with injuries or physical misuse, and it is very impactful when you can really help change someone's life-testimonials here.

What's your biggest accomplishment as a business owner?

I don't really think about my accomplishments on the business side. For me, business is something that I need to do to leverage and advance my coaching practice. I'm most passionate about being the best coach I can be and helping as many people as possible overcome injuries, achieve their dreams, and feel great about their bodies.

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

The hardest thing about running a business is the accounting side of things. GST, HST, CPP, and all of these other things are super important to the function and health of the business. At the end of the day, I really just want to be the best version of myself possible, and running a business is a great place to expand that potential.

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

  1. Don't think about the competition. I have never once thought about what other people are doing, their prices, or anything like that. I wake up every day and just ask myself how I can make my coaching service, my product, and myself the best versions possible. I think if you do that over a long period of time, you will come up with something that is completely unique in the marketplace.
  2. Think 10x. I find a lot of small business owners are clouded by small thinking. Aka, how to grow their business by 5% or how to get a few more clients. Because of this, their business runs them down, and they become bitter that they didn't get what they wanted. I think the secret to growth is to think big picture and solve those problems along the way.
  3. Long-term mindset. Most people want to start an app, sell it for millions of dollars, and live on a beach in Mexico. I think the more realistic and pragmatic approach is to start with something that you could see yourself doing for 25 years. If you enjoy the process, you will put in the work, and if you are willing to grow every day over the next 25 years, only good things can happen. It all starts with picking a path that you can envision for yourself over the long term.

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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