From Fitness Expert to Business Coach: Stephanie Joanne’s Journey to Improve the Health of One Million

Fitness Expert
From Fitness Guru to Business Coach: Stephanie Joanne’s Journey to Improve the Health of One Million

To many, being able to impact one million people sounds mind blowing. If you think about the number, it becomes a long shot. Just like any goal, it is crucial to break down the steps to get there.

Enter, Stephanie Joanne– the entrepreneur with the goal to improve the physical, mental and emotional health of one million people by 2026. Her plan starts by partnering with 1000 changemakers per year and building their brands and businesses so they can reach and transform the lives of 100 clients per year, each.


Stephanie started as a fitness expert back in 2011, where she appeared as Canada’s Fitness Expert with over 200 media appearances, landed multiple magazine covers, founded her own private-label supplement and equipment line, and partnered with brands like Nike, and Adidas.


In 2012, her moment came when she realized how to generate demand by leveraging the power of influencer marketing. As a then personal trainer, her obsessions turned to business, marketing, and branding where she developed a formula that helped her establish a recognizable brand and grow a seven figure income.

Since understanding the ins and outs of what it takes to start a fitness empire, she now uses her experience to coach others the keys to becoming known in the ever so competitive fitness industry.


In her signature program, Build your Own Fitness & Health Empire, she teaches the following three keys to jump starting your success in the fitness industry:

Find Your Niche

One of the most overlooked problems entrepreneurs in the fitness industry face is that they fail to identify their niche. You may think that the fitness industry in general, is a niche, but you need to get more targeted than that. In this hyper-competitive market, you need to create customer avatars because the same people buying a teenage girl’s fitness guide aren’t going to be the same ones buying a book that teaches them to live until they’re ninety.


To create your customer avatar, you need to understand your customer to the furthest extent. Ask yourself questions like, “What do they read in the morning, What do they buy at the grocery store, what brand clothing do they wear, and more”. By asking yourself these questions about your potential customers, you’ll be able to better understand them.

This leads into our next point:

Pick Your Traffic Source

The two main advertisement platforms most people think of nowadays are Google Adwords and Facebook Ads. These are both incredible platforms where you can target more people than you’d ever want. The key difference between the two lies in the intent of the user. On Google Adwords, users are already searching for specific answers. This enables you to be hyper-specific in your targeting. On the other hand, Facebook Ads is simply interest driven, meaning people aren’t actually searching Facebook for answers.


Both these advertising platforms are great, yet if you want to expand your efforts, there are plenty of other options out there. Traffic sources could include speaking engagements, Linkedin Ads, search engine optimization, blogging, and more. The key to getting started is by picking one traffic source to start and then mastering it to scale.


Generate Leads


For every online entrepreneur, a key part of their sales funnel is the lead magnet. A lead magnet is what you use to capture someone’s information. This can be a simple call to action, but most commonly, online entrepreneurs give away an ebook or checklist in exchange for someone’s email.


Once you have someone’s email, it’s time to start the real sales cycle. Almost every entrepreneur will have an automated email funnel that has an end goal of getting someone to make a purchase. The structure of your email funnel will depend on the type of product you’re selling, but one thing every email funnel has in common is that they provide value before going for a sale.


What started as a hobby to make extra pocket change has turned into a full hustle for Stephanie Joanne. She now teaches clients around the world how to start and scale their online fitness business. What sets her apart from other business coaches, is the fact that she has done it for her fitness empire herself. If you’re looking to get started, see more of Stephanie’s advice here.

Kale Panoho

Kale Panoho is a digital marketer, personal trainer and growth hacker in the startup and health industry. His work has featured in the Huffington Post and John Lee Dumas's Entrepreneur On Fire podcast. He is using these experiences to work as a consultant with new and existing business and educating clients about body composition and nutrition. Check out more of his work:

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