Jenn Cino is a Certified Hormone Specialist, Personal Trainer, and cycle syncing coach. Through her signature 12 week program, fit. period., she guides women on a journey toward hormonal harmony by adjusting their nutrition, exercise, and lifestyle to work with their menstrual cycle.

Can you tell our readers about your background?

I was raised in a city just outside of Toronto and had a pretty normal childhood. When I was 20 years old, I decided I would take a year to go travel to Australia alone. I learned a lot about myself, the world, and people, and it’s what has inspired me to build a business that allows me to travel. Living abroad is a magical experience that changes your mindset forever.

What inspired you to start your business?

 Unfortunately, when I was 8 years old, my mom was diagnosed with Multiple Sclerosis and 4 years later, my dad with Scleroderma. From a young age, I was hyper-aware of health and the devastating impacts it can have on your life, especially when it’s too late to turn it all around. 

I know that my parents getting sick was what propelled me to be so vigilant with my own health. I have a huge emotional attachment to helping people become healthier versions of themselves, and that really has helped fuel my passion and grit when I came up against obstacles along the way.

Where is your business based?

My business is based on worldwide web ;). I’m so grateful to be able to help women everywhere, no matter their location or time zone, but I physically put my butt in a seat every day just outside of Toronto in a city called Hamilton.

How did you start your business? What were the first steps you took?

I actually started my business completely on Instagram, although it has completely shifted over the years. My first taste of becoming an internet entrepreneur was when I co-created fitness guides with my best friend and sold them on our website for $40. We ended up selling 700 in that first year, completely through Instagram stories. We had NO idea what we were doing; no business plan, no projections, no bookkeeper! Sometimes it’s nice to step back and realize that building your business doesn’t have to be as complicated as we all seek to make it and sometimes simplicity mixed with blissful ignorance can propel you in the right direction.

What has been the most effective way of raising awareness for your business?

Hands down, building a community around my program. I started a Facebook group and invited some women to join, and every time I welcomed new women in, I kindly asked them to invite 3 of their female friends who would benefit from the information I was teaching. Sometimes all we need to do is ask!

What have been your biggest challenges and how did you overcome them?

My biggest challenge always has been, and probably always will be my own mindset. As I invested in more mentors it became evidently clear that I had a lot of baggage and negative thought patterns stemming from my parents getting sick. I had (and still am working to overcome) a fear of “losing it all” - just like my parents did when they seemingly got sick overnight and couldn’t work anymore. The deeply engrained emotional resentment I have towards money sometimes gets in my own way. Every day is a step forward, even if it doesn’t feel that way sometimes.

How do you stay focused?

The only three things that truly help me stay focused on are: essential oils, lists, and deadlines. I was the kid in high school who wrote essays the night before they were due. I always got good grades, but I needed that pressure on me in order to get something done, or else I’d find ways to distract myself. There’s also something incredibly satisfying about wiping off a task from your whiteboard. #itsthelittlethings 

How do you differentiate your business from the competition?

This is actually probably the biggest reason why I have found success with my business, and fairly quickly. I decided to get into the niche of hormones and menstrual cycles because every health or fitness coach around me seemed to be robotically preaching the same message: “Weight loss is just calories in vs. calories out!” It got to the point where I knew I had to create a scientific program that showed women that their health and results are so much more foundational and deeper than how much food you put into your mouth every day. These [terribly basic] statements perpetuate the idea that restriction is key, but in fact, restriction is one of the main reasons why a woman would have imbalanced hormones. We need to look deeper to truly serve someone at a high level with their health, and me speaking my truth is what differentiates me. I get a lot of messages that are like, “oh my god, you make me feel like I’m not just crazy for feeling X and Y!” and that just shows me that I’m speaking the right language to a lot of women. 

What has been your most effective marketing strategy to grow your business?

I really love providing value and mix that into a great, simple funnel. Every few months when I open enrollment into my program, I will either hold a free, value-packed masterclass on a popular topic (like birth control, hormone balancing for muscle building, or PMS talks) or a free challenge where I take women through simple ways to work towards hormonal harmony. From there, I open up enrollment mid-challenge and then offer a downsell once the cart is closed for the women who didn’t join so they still feel like they can be apart of something and at least get the ball rolling with their goals.

What’s your best piece of advice for aspiring and new entrepreneurs?

Invest, invest, invest. I see so many entrepreneurs with so much potential who are TERRIFIED to spend a dime on coaches, programs, courses, or their business. There is so much competition doing similar things that if you don’t take that leap, the person who did will outsmart and outcompete you. I see not investing as distrust in themselves. Surely if you trusted yourself to do the work and make it worth it, you wouldn’t be so afraid to do it.

What’s your favorite app, blog, and book? Why?

My favourite app is definitely Flo. Is that terribly cliche since I’m a period coach? I just really love learning about my cycle, identifying symptoms, and figuring out why I feel the way I do. It’s an empowering feeling to know you have control over your body. My favourite blog is probably the Sakara Life blog. Sakara is super trendy but with really great information. As for my favourite book, right now I am super into “Becoming You” by Rebecca Cafiero. Her story is so inspiring for any female entrepreneur.

What’s your favorite business tool or resource? Why?

CANVA! Hands down, it has saved me thousands on a graphic designer. Before getting into the health industry professionally, I actually worked in interior design. I am a highly creative person and it is so therapeutic to me to design cute graphics, Instagram posts, or freebies. Canva has so many great templates that it would be perfect for anyone who isn’t as artsy as me. All you need to do is switch out the wording and you’ve got yourself a high-end looking piece.

Who is your business role model? Why?

I am obsessed with Amanda Frances. I never felt good being pushy or “salesy” in my business, and I think that’s because I myself don’t like being put under pressure. Amanda has a way of making you feel like YOU are the one in charge (which is great when you will take the initiative to make that decision) and she is very much about matching energy and frequencies to your dreams. She just feels like a very natural businessperson, and the fact that she is wildly successful gives me great promise that I can lead with the same type of heart and compassion and still be successful. 

How do you balance work and life?

Still working on it! I definitely have a tendency to over-work, but I never actually get burnt out or exhausted because I genuinely am obsessed with what I do every day. This feels more like a hobby to me, but I know it’s also important to take some time to be in nature or with friends/family. I feel like when I have my systems up and running in a more evergreen flow, I’ll be able to do more things that don’t involve talking about periods and estrogen all day.

What’s your favorite way to decompress?

Exercise! Again, cliche? It truly is the best medicine for the mind and I feel so accomplished after I get a tough session in. Not only does it keep me mentally sane, but it keeps my body and energy levels optimal so I can perform better in my daily life and business.

What do you have planned for the next six months?

Business-wise, I would love to have an assistant coach working with me so that I can take on more than one group at a time. Leisure wise, I’m hoping to venture across the pond to England for a bit! My partner is British and I started my fitness career in Liverpool, so it would be nice to go back. The upsides to having an online business!

How can our readers connect with you?

You can catch me on Instagram (@lifeasjenn) or read a blog at www.jenncino.com!