"Find people who will be the harshest critics of your business" with Kenna Johnson
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Kenna Johnson is a Nike Trainer, NASM-certified personal trainer, yoga instructor, and co-founder of Sona Fitness. In addition to lifelong dance training (she dances professionally in the Chicagoland area), Kenna has extensive experience as a personal trainer, fitness instructor, and yoga teacher, having taught classes all over Chicago and the North Shore. In class design and personal training sessions, Kenna focuses on functional training; training that improves your daily life physically and mentally. https://www.sona.fitness/
Can you tell our readers about your background?
My love for movement first began with my dance career and evolved from there. I did not begin seriously dancing until I was 15 years old, which put me greatly behind in technique. Luckily, I have always believed you can do anything you put your mind to. While majoring in Dance and minoring in Business, I received my 200-Hr Yoga Certification and National Academy of Sports Medicine Personal Training Certification. Following graduation, I was hired by Inaside Chicago Dance Company in Chicago and started teaching fitness throughout the Chicago-land area. It was in these years that I became a Nike Trainer, Rehearsal Director of my dance company, and started my own business, and the rest, as they say, is history.
What inspired you to start your business?
I wanted to create a concept that was welcoming and encouraging to everybody! Our culture tends to glorify a nearly unattainable physique, which can lead to insecurity, anxiety, and pressure around the idea of exercising. Whether somebody is just beginning their fitness journey or is a seasoned workout warrior, my goal was (and still is) to create a space/platform where anybody feels comfortable to workout.
Where is your business based?
Evanston, IL (North Shore suburbs of Chicago)
How did you start your business? What were the first steps you took?
After I decided I wanted to go out on my own and partnered with my husband to start our business, we spent several weeks building out the back end infrastructure before anything else. We set up the LLC, figured out our invoicing/payment systems, worked on our product offerings and pricing model. Once we had these main pillars in place, then we began working on more ancillary items on our to-do list, such as our brand name, logo, website design, etc.
What has been the most effective way of raising awareness for your business?
Consistency over time...there is no substitution for staying active with networking groups, social media, community engagement, and of course word of mouth from our members. We have remained steadfast in our commitment to these areas over the last 2 years and are just now starting to see it pay real dividends.
What have been your biggest challenges and how did you overcome them?
Since exercise is such a "mindset thing", it's incredibly difficult to connect with and market to someone who is not in a workout frame of mind. To combat this, we are always striving to innovate to make our service the most accessible, convenient, and user-friendly as possible. This way, when someone is in a workout frame of mind, they know where and how to find us.
How do you stay focused?
Having been in business for a couple of years, it is much easier now to stay focused than it was in the beginning (when we were just throwing stuff against the wall to see what would stick). Since we now have a well-established routine in place, we know when we are reviewing our P&L, we know how our financials should be tracking month over month, etc. We have been diligent to maintain accurate sales and client data. The data that we have compiled over the last two years basically tells us where to focus.
How do you differentiate your business from the competition?
Sona is a Gaelic word, which translates to prosperity and happiness. From our classes to the design concept of our app and website, you’ll notice the Sona influence. That means Approachable and friendly instructors. Empowering and inspiring workouts. And personalized and fun fitness programming. Ultimately, we strive to use exercise as a tool to help our clients feel happier and healthier, on the path to total Sona.
What has been your most effective marketing strategy to grow your business?
The most effective and efficient marketing strategy for us has been taking full advantage of client referrals. Over time, we have developed an effective incentive program for client referrals which has outperformed our other marketing efforts from an acquisition cost standpoint.
What's your best piece of advice for aspiring and new entrepreneurs?
Find people who will be the harshest critics of your business. Family and friends are a great place to start but choose wisely because they come from a place of love so sometimes, you may not get the critical feedback that you actually need.
What's your favorite app, blog, and book? Why?
The favorite app is an easy one. Our live stream and on-demand exercise video app are launching in the next several weeks, so check it out in the near future! My favorite blog is asweatlife.com because we share similar values on how to approach exercise. My favorite book is The Art of Racing in the Rain. As an avid dog lover, this book really pulls at my heartstrings!
What's your favorite business tool or resource? Why?
I'm a big fan of Zapier. It's a very useful tool to automate all sorts of online functions and tasks. By no means do I have a tech background, and it is easy for me to navigate.
Who is your business role model? Why?
My grandpa is my business role model. His experience and success in the corporate world have made him a valuable mentor to me. He always provides me with guidance and has instilled in me a tortoise approach to business...to not grow faster than we can handle.
How do you balance work and life?
With very few exceptions, the computer gets shut down for the night at dinner. For weekends or vacations, I am strategic about blocking off some time to work/catch up. Strict no work rule outside of those time blocks!
What’s your favorite way to decompress?
Life is about balance, right? I may work in the fitness space, but I love ice cream! My husband and I end most weekends with a walk to our favorite ice cream store around the block.
What do you have planned for the next six months?
We were actually about to open a brand new studio in March, but we tabled the construction at the start of the COVID-19 pandemic. We are still planning to open our studio but are taking the tortoise approach :) with it. We are considering modifications to our concept to be more conducive to a socially distant workout environment. Otherwise, again keep an eye out for our new app coming out in August/September!
How can our readers connect with you?
Find me on Instagram @kennagetanamen or email support@sona.fitness