"People say when you love what you’re doing it shouldn’t feel like work. This isn’t completely true," with Krista Martins
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Krista Martins is an ACE certified group fitness instructor, a professional choreographer, and founder of Wukkout!®: a high energy Caribbean dance fitness experience designed to get you out of your head, into your body, and make you have fun, sweat, and let loose just like you would at a Caribbean Carnival. She is also the creator of Wukkout! on Demand and the nationally accredited Wukkout! Instructor Training program. With 20+ years of teaching experience in the dance and fitness industry, Krista is now using her expertise to help fitness professionals boost their careers through a 90-day coaching and mentorship program, designed to help up and coming FitPros navigate the industry, level up their skill set, and be armed with the tools needed to have a successful career. To learn more and snag a free training, click here.
Can you tell our readers about your background?
I’m originally from Toronto, Canada, and have been in NYC for almost 20 years. I’m a professional dancer and choreographer as well as an ACE Certified Group Fitness Instructor. I’ve been teaching for 26 years and 7 years ago, I created Wukkout! - a high energy Caribbean Dance Fitness Class and nationally accredited instructor training program. Additionally, I recently launched a coaching program to help fitness professionals level up their skills so they can boost their careers and grow their impact and income.
What inspired you to start your business?
After working extensively in the dance and fitness industries, I noticed there weren’t many spaces where everyone – regardless of their body type, age, or culture – could go to get healthy and support their wellness without inhibitions. I decided to create a new kind of welcoming, diverse, carefree fitness experience by bottling up my love for my Caribbean culture and music along with my passion for dance and sharing it with the world. That’s how Wukkout!® was born. Additionally, I was inspired to create Wukkout! on Demand - our online fitness subscription - because I would constantly have people reaching out to me, who did not live in a city where there was a Wukkout! class, but wanted to be able to participate. Now we have over 100 different workouts on the platform and people “wukkin’” out with us all over the world!
Where is your business based?
Brooklyn, NY however we do have an online component that is accessible worldwide!
How did you start your business? What were the first steps you took?
My actual first step was to make a public declaration. I set a date for the first class, the studio began promoting, which meant I had to show up. I created external accountability to actually show up and teach my first Wukkout! class.
What has been the most effective way of raising awareness for your business?
Honestly, the most effective way has simply been by word of mouth. I haven’t done any major marketing campaigns or anything like that. Social media and my current clientele have been absolutely instrumental in getting the word out there. I plan out my social media content on a weekly basis so there is an active and intentional outreach plan in place.
What have been your biggest challenges and how did you overcome them?
My biggest challenges honestly are probably that I’m my own worst critic. I definitely go through moments of imposter syndrome and feeling like no one is interested in what I’m sharing or the service I’m providing. I know it’s not true but when those feelings begin to creep up, it can be crippling. I overcome those feelings by speaking with my mindset coach and getting together with friends who are also business owners and just having a good old fashioned vent session. It’s incredibly therapeutic and it always puts me back in the right frame of mind.
How do you stay focused?
I’m very driven and task-oriented so it’s usually not too difficult for me to stay focused. Nothing drives me crazier than a to-do list with unchecked items. I usually sit down with my planner (yes, a physical planner) on Sundays to plan out my entire week. I schedule everything from personal time and workouts to deep work hours and meetings. It gives me a very clear picture of how the week will go and what my expectations are. As far as a technique to stay focused while I’m actually working, I was recently introduced to the Pomodoro Technique where you work for 25 minutes and take 5 minutes of active rest. During the rest period I get up and away from my desk - stretch, do jumping jacks, squats, anything - I just move my body. When I get back to my desk again for the next 25 minute cycle, I’m refreshed and re-focused. You’re supposed to do this for 4 full cycles and at the end, you take a longer 20 minute break (I usually take a walk around the block) before you start the whole thing over again. This has been a game-changer for me. Those little 25 minute chunks of time are incredibly productive.
How do you differentiate your business from the competition?
The cultural aspect is definitely a part of it. It is an authentic Caribbean experience where you will feel like you’re at a Caribbean Carnival. Secondly, the focus in class is on feeling free, having that mental release and coming as you are versus a focus on fat loss or weight loss or trying to change who you are. Additionally, I think our on-demand component and nationally accredited instructor training program also have us stand out from the rest. Finally, we also offer a “Wukkout! Lite” version of our classes to seniors in senior centers. This is a population that is often overlooked and we’re so happy to be able to offer them movement in that way.
What has been your most effective marketing strategy to grow your business?
As I mentioned above, word of mouth has really been the most effective way to grow my business. Social media - Instagram specifically - has also played a really big role as well.
What's your best piece of advice for aspiring and new entrepreneurs?
People say when you love what you’re doing it shouldn’t feel like work. This isn’t completely true. Building your own business is a LOT of work. There will be high highs and low lows. Entrepreneurship can be lonely at times which is why community and a strong support system is important. Find like-minded people who can be a source of support, a sounding board or a source of inspiration. It will go a long way to help - especially on those tough days.
What's your favorite app, blog, and book? Why?
My favorite app is Preview app. It allows you to plan out your Instagram feed and research hashtags. It’s helpful to get a visual of what your feed will look like - especially when planning ahead. My favorite blog/podcast is Food Heaven. Wendy & Jess are best friends, black women and registered dietitians talking about inclusivity and accessibility in the wellness space - an issue that’s near and dear to my heart. My favorite book is The Kite Runner. I think I felt absolutely every emotion I’ve ever experienced reading that book. I highly recommend it if you’re looking for a novel you won’t be able to put down.
What's your favorite business tool or resource? Why?
Google Calendar - I live and die by my calendar. I schedule and send calendar invites for everything - work-related and personal. If it’s not on my calendar, it won’t happen.
Who is your business role model? Why?
A woman named Ana opened up the Athleta Studio in NYC. I’ve known her for a few years through me teaching at Athleta and I truly admire how she’s moved through her business over the years; everything from having her own dance company while also growing the studio. She’s humble, down to earth, collaborative and most of all, understands the importance of community. I see the work she puts in and how she stays true to herself through it all. I’m not even sure I’ve ever told her this but I really am inspired by her.
How do you balance work and life?
I don’t know that I believe that there is a perfect work-life balance however I do believe in listening to your body and listening to your gut when it comes to needing a break. As an entrepreneur, not everyday looks the same so I make sure to prioritize both showing up in my business and taking care of myself and my family. One of the ways I do that is on Sundays when I’m planning out my week, I block off and schedule my personal time FIRST. This ensures that I’ll get some designated “me” time and that I won’t schedule any meetings or other work during those hours. This has been a game-changer for me otherwise, I’m the type of person who would just work through everything.
What’s your favorite way to decompress?
My favorite way to decompress is to sit down for a nice dinner with good friends and a glass of wine. Nothing better than that.
What do you have planned for the next six months?
I’m launching a new coaching program to help fitness professionals grow their businesses and boost their careers. Additionally, I am continuing to grow Wukkout! and Wukkout! on Demand as well as expand the Virtual Wukkout! Instructor Training program so we can really begin to teach all over the world.
How can our readers connect with you?
I can be reached via wukkout.com, instagram.com/wukkout, and instagram.com/thisiskristamartins