Once upon a time, in a country far, far away, I used to be an Occupational Psychologist (sometimes also called an Organisational Psychologist), with a particular interest in career development. While I’m no longer a practising psychologist, my deep interest in why people do the work that they do and the journey they took to get where they now are, has persisted. As a result, I’m perpetually curious about my clients’ career paths, especially those related to setting up their own businesses. So, I asked them to share their experiences with me and you via the blog!

First up is Sarah Aldrich of Sarah Aldrich Pilates. I can’t claim to have designed Sarah’s website; my work with her has largely been behind-the-scenes WordPress development to make changes to her existing site – testimony to Sarah’s success over the past couple of years is that, when I started working with her, I assumed she’d been in business for much longer than she had! Sarah has some wise and inspiring things to share, so without further ado, here they are!

Describe your current work/business:
I own a Pilates studio in downtown New Haven, CT. I started my business in January 2009 with one client when it was just me and a small room the size of a bathroom. Two years later I have 4 employees and have increased revenue by 150% and have moved into my 1500 sq ft dream space. Kinda cool. Especially when acquaintances would shake their head when they learned what I was setting out to do in “such a hostile economy”.

Have you always done this type of work or have you gone through a career change in your life? If you’ve experienced a career change, what were you doing before, and why did you choose to do something different?
I spent my entire 20s feeling lost and aimless. I had a literature degree from a prestigious American university, but didn’t know how to put it into action and hopped from job to job. One day a close college friend recognized my lost-ness, and said, “Sarah, you have always been such a natural mover. Have you tried Pilates? I think you’d be a great teacher.” I was working in retail at the time (in a mind-numbing make-up selling capacity) and on a whim took a 3 pack of Pilates sessions at a local studio. I fell in love with it instantly and thought “Hey, maybe I could do this.” It took 2 years of absolute focus (no dating, no weekends, no eating out, etc) to go to Pilates school and study anatomy and get certified, and some generous family members who loaned me money to get where I am today.

What made you choose to start your current business?
Even though owning a business is terrifying at times, I always remind myself that a) I love that I am at the helm of my own proverbial ship and b) I never ever get bored as I am learning something new about myself/the industry every single day. I have so much more pride when I wake up in the morning. It feels like an adventure with no scriptbook to rely on. And I love that.

Did you have any role models amongst your family or friends for starting your own business? If not, was there anyone else who inspired you along the way?
I have a huge family (I’m the baby of 9 kids) and everyone was really supportive. But two of my brothers made the biggest impact. They taught me the most important lessons right away–that of tenacity and courage. I’ve since hired a consultant (who owns the school where I was Pilates certified). She is a fabulous mentor and advisor and I have learned a ton from her too. The thing she tells me the most is remembering the importance of not letting my desire to please people distract me from the bottom line: I am here to provide clients with a top quality experience and to profit from that endeavor. I have to re-learn this everyday as I always want to keep everyone happy.

What do you love most about what you do?
I love that some hours I’m teaching, some I’m moving, some I’m sitting and being cerebral. I’m always working on helping clients inhabit their best bodies and selves. I love that I am the interface between a service business and people in a small city. I love the variety.

What would you most like to change about your current work situation?
What would I most like to change? I guess nothing. I have a HUGE list of things to accomplish and every time I tick something off the list, I add something new. So I am just trying to bring my best self to the job everyday. I am looking forward to being better at balancing team leadership with keeping the daily nuts & bolts maintenance in check. So, more time would be great. But I know that’s not gonna happen.

What are your big dreams for your business, both short-term (1 – 2 years) and long-term (3 – 5 years)?
Short-term dreams: Maximize my current revenue stream. Fill in the gaps in my group mat classes. Build a strong team of employees. Long-term: Figure out how to balance my desire to be a mother, with my reality of owning a business. I also want my business to become more profitable so that I can do more community outreach/link up with local non-profits to make New Haven a better city to live in.

What role does your website play in your business? What benefits has having a website (and specifically a WordPress-based one) had for your business?
My website is a BIG deal. I feel that its blog format represents the youthful/playful vibe I want my clients to get from my brand. Pilates can feel so stiff and snobby. I want to offer a beautiful space where quirky people can be themselves. The blog is a part of that. It feels more dynamic than a static website. I encourage clients and my employees to provide feedback and add to it. It works in close conjunction with my biz Facebook account and my Constant Contact web marketing service. I run most of my business/client communication through email, so a good blog is KEY. And its user-friendly. If I ever need to make changes, I don’t feel like I need to know fancy coding stuff. Its more accessible to me as a green tech person.