Oct 7, 2020
Severiano has been a leader in the fitness industry for 18+ years.
She has extensive experience in creating, managing, and developing
brands in areas of sales, marketing, branding, and operation.
Vanessa understands firsthand what is required to ensure a
successful outcome for a wellness business.
How did Vanessa get to
where she is now? (1:19)
- Vanessa started out about 19 years ago just
after graduating from college.
had two degrees in English Literature and interpersonal and
- Interpersonal and Organizational Communication
is about how to speak to others and clearly communicate management
out from School, Vanessa didn’t want to work in a cubicle and
started researching cool companies.
first job was at The Crunch in 2001 which was a very work hard/play
2005 she moved to Miami and started the first two Equinox locations
a single move of two kids at the time, Vanessa pushed herself to
limits she never thought was possible.
that, she ended up working for David Barton Gym for several years
and then got a great opportunity to be a part of a start-up in
- Starting from zero members, zero-brand and zero
identity was thrilling and took several years to build up but now
she is where she is today.
How does Vanessa tackle
problems while helping businesses build themselves?
- When coming into an
organization that already exists you need to understand the
history, understanding what’s been happening and what has been
- And then you can start
focusing on what needs to happen and change to make the
unsuccessful portions of a business successful.
- Coming into a new organization
also poses the problem of people resisting change whether it is
beneficial or not. You have to create that relationship and comfort
level with those people.
- Connecting with other people,
empowering them, and learning from them too.
- Solving problems in a business
is a very collaborative process.
- Having good communication and
speaking to the clients about what they also want is very
Where most fitness
professionals fall short withing their sales and marketing tactics
and strategies. (11:56)
- Talents are individual and
what you’re good at is what you’re good at but others might not be
but they are good in something completely different that you are
not good at.
- It’s important to focus on
yourself and your talents, no one is good at
- It’s important to collaborate
with others to combine different strengths together.
- Business owners should invest
in themselves and in a mentor to try and bring as much value as
they can to clients.
The key to having great
- Effort, value, and respect are
important to bring into a hopefully long term relationship, whether
it’s a business or romantic relationship.
- Nobody likes a one-sided
relationship so you have to be willing to give, to provide value
and support for the other person.
- Recognize that people
communicate differently and adjust your way of communicating with
- Meeting people halfway is a
big part of forming healthy relationships. They don’t maintain
themselves and putting in equal effort is
What is something
positive that will come out of this pandemic for the fitness
- Brands will be forced to
provide more value to clients and the members and consumers of
- This is because there is a lot
more competition out there at the moment from lower-priced
- Clients stick with a certain
service or product because it gives them tremendous value and
therefore as a company you have to make sure to maintain that value
for your consumers.
- With the recent and rapid
growth in fitness technology, Vanessa hopes and believes that it
will get more people moving and being active.
Vanessa Severiano aims to help fitness and wellness businesses
create outstanding brand experiences.
Connect with Vanessa: LinkedIn
Vanessa Severiano: Website
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