AMBER ZENITH + EMILY NELSON // Co-Founders of HIGH Fitness
AMBER ZENITH + EMILY NELSON
Co-Founders of HIGH Fitness
What was the inspiration that brought you to create High Fitness?
Our story is a story of empowerment. We are 2 different women from 2 different countries, different decades and upbringings that were brought together to change each other’s lives and in turn change the lives of hundreds of thousands of others. Yes, we have brought aerobics back and people love our format, but HIGH fitness is about empowerment and proof that you shine brighter when you empower others.
It all began in Calgary in 2009. Emily, new to Calgary was looking for a place to get her fitness fix, was blown away at the cost of a monthly gym membership (compared to Utah) so to justify she took an administrative role that included a free membership. Throughout this time, both of us had taken and taught hundreds of fitness formats. Emily, a trained dancer had lots of success teaching dance fitness. Amber, more of an athlete struggled finding her place teaching in that facility and was frustrated that her enthusiasm to teach there was often shut down due to lack of experience. Emily a natural cheerleader encouraged Amber to join her on the dance fitness route and assured Amber she could just use her routines, this gesture sparked a new passion with in Amber to teach dance fitness with a more athletic and intense style. Emily moved back to Utah and they continued to share routines long distance. What they discovered was that together with the magic of Emily’s dance background and the simplicity, intensity of Ambers athletic background in addition to their previous exposure to aerobics, they created something truly special. Group fitness classes had become stale, formats often did the same material for months at a time. You also never quite knew what to expect because instructors created their own choreography and formats were inconsistent from instructor to instructor. Some classes were fun but left us feeling like we still needed a workout. Others were so challenging and a complete grind that they couldn’t wait for it to be over. Through this journey the pair quickly realized that there was a need in the fitness industry that was both intense and fun. At this point both women were running successful classes outside of a gym but under another existing format. Convinced that they needed their own brand, Amber got to work and used her quick wit and natural marketing ability to come up with a name, HIGH fitness came to her like a bolt of lightning from above. Think Old School Aerobics meets HIIT training, LMFAO meets Jane Fonda, fun factor through the roof and results are the best side effect! Self-funded and without a single loan, we have proven the power of their product and without a doubt is the next big thing in group fitness. We now have over 3000 instructors in 350+ cities across North America and we continue to grow stronger. HIGH has caught the attention of some big names such as Julianne Hough, Rachel Parcell and even the LA Laker Cheerleaders, our story has been told on ABC news, ESPN, TSN.
When you first started out, what were some of the challenges you faced? And how did you get passed those challenges?
Our brand and name came like a bolt of lightning, however it received criticism at first, the name HIGH didn’t sit well with some people. Small minded they didn’t understand it or associated it with drugs, but our name and brand has actually become one of the big reasons HIGH fitness has become such a huge success. We have never swayed from our vision and stayed strong despite of any naysayers. Our format and strategy has also brought group fitness into the future and it was a process to be able to deliver our product at the fast pace we wanted it delivered at. A weekly track launch meant we tried to film 40 tracks in one day with a “professional” who ended up losing all the footage and left us with nothing to show for all of our hard work. Emily’s husband came up with the incredible idea of building a studio in our garage so we can film whenever we need to on our own and that has completely changed the game for us. We have found that relying on others sometimes hold you back and that you are capable of doing that seem overwhelming at first. Often less is more and simple is better.
Did you ever feel like giving up? If so, what did you say to keep your focus on the growth of the business?
Yes, it is very hard and overwhelming to own and run a business from 2 different counties with families. But the truth is that HIGH fitness is our passion and we are actually obsessed with it in our day to day lives. Quitting has never even crossed our minds. When we get frustrated or down, it seems at that exact time we always receive a message from an instructor or a participant about how HIGH has changed their lives and that bring us right back to motivated and inspired!
What advice would you give to women that are struggling to move passed challenges in business or fearful of growing their business to the next level?
Instead of looking at one giant overwhelming big picture, break it down and take it step by step. As you grow and your business matures your stresses will also change and evolve. Back when we started HIGH building a website felt like a mountain, but we slowly climbed to the top. Now it seems like we are building a new website every year and we barley think about it never mind stress. Understand that there are difficult things you will have to do in order to grow and you will have to SPEND money in order to MAKE money. Make sure you invest that money in the right things and right people. Find people that love your product as much as you do to work for you and trust your GUT, that is a GAMECHANGER!
Be your own Hype Girl. When you have confidence without ego and a great product the world will take notice. Be good to yourself, it’s easy to say I’m not this and I’m not that, but when you rock the person that you are (the real you) that is when you get your super powers. Look at other woman in business as friends and not competition. Ask for advice, collaborate, work together, because all ships rise with the tide.
How can our members follow you and your journey?
@high.fitness @goldiehighfitness @highfitnessemily
ABOUT AMBER ZENITH + EMILY NELSON AND HIGH FITNESS:
HIGH fitness has brought aerobics back in a hip and unique way, and the world is taking notice. The popular revival of this beloved fitness trend has quickly become the hottest new workout across Canada and the US. HIGH fitness has famous names and faces getting their sweat on in classes: Julianne Hough, Rachel Parcell, the LA Laker Dancers, and the Indianapolis Colts and Arizona Cardinals Cheerleaders are taking classes and raving about them.
Think Old School Aerobics meets HIIT training. LMFAO meets Jane Fonda with a side of Richard Simmons. All mashed up into a one-hour, total body workout. You will have a blast, see real results both physically and mentally, and leave this class wanting more.
HIGH fitness is the vision of Amber Zenith (former dirt bike racer and tennis champ) and Emily Nelson (dance expert and journalism major). They knew there had to be a better way to get a full body workout in a group fitness environment without spending painful, dreaded hours in the gym and have fun doin it. That is when HIGH Fitness was born! With their combined fitness, business, dance and marketing backgrounds, in just 5 years, they have built a very successful fitness empire that changes the lives of people every day. HIGH Fitness has been featured in national and local media outlets across North America including People Magazine, HYPE, ABC, TSN, ESPN, FOX and more.