Jennifer Jacobs of J METHOD Fitness – A Founder’s Story
Athletech News had the privilege of talking with Jennifer Jacobs of J METHOD. Below are highlights from our exclusive conversation.
“If you have an idea, try it out and see if it sticks. And if it doesn’t, know that it is okay. Pick yourself back up and try again. It doesn’t mean you failed, it just means you learned something and that always makes you better for the next time around.” – Jennifer Jacobs
About: The J METHOD teaches subscribers to train with purpose, helping them reach their fitness goals through a functional training approach that improves movement, develops balance, redefines strength, and optimizes nutrition. From personal training, strength and conditioning, cycling, running, HIIT, shadowboxing, movement and mobility and nutritional guidance, Jennifer helps clients unleash their best self.
Jennifer is a CPT, certified by the National Academy of Sports Medicine and a graduate of UC Irvine and the Yale School of Management’s Executive Education Business Management Program. She holds over a dozen certifications and is recognized internationally for her work as a Strength & Conditioning Coach and as a Performance Enhancement Specialist. Jennifer is also the proud mother of two wonderful children.
March is Womens’ History Month, giving us one more reason to celebrate and highlight the amazing women who are disrupting the fitness and wellness space. Can you tell us a little bit about your journey in creating the J METHOD?
First off thank you for the honor of being featured during Women’s History Month. I created the J METHOD out of a personal need to improve my own fitness and health after having my two children and in response to a growing demand from my personal training clients. As a mom of two small children, I didn’t always have time to go to the gym, and I didn’t always have a lot of time in general. I needed to figure out an effective and efficient way to train myself.
One of the hardest parts of staying fit is to be consistent. Part of that challenge is overcoming the belief that you don’t have enough time, or you don’t have access to a gym. Thus, the J METHOD was born — an efficient and effective way to train less, gain more and to train anytime, anywhere. Over the years it has evolved into what it is today, which is a way to improve movement, develop balance and redefine your strength.
What have been the biggest challenges and obstacles you have faced in growing your business?
Changing people’s mindsets about the effectiveness of training in less time and not requiring any gym equipment has been the biggest challenge. People are used to being in their comfort zones and for many it is hard to embrace the concept that you don’t need to do hours of cardio, or spend hours in a gym to see results.
What did 2020 mean for your business? Did you have to make any strategic business pivots etc.?
Similar to how 2020 was a catalyst to getting more people to embrace the concept of the effectiveness of work from home, it did the same thing to the fitness industry by allowing more people to change their mindsets about the effectiveness of working out at home.
Interestingly I was already training most of my clients virtually online via streaming for many years prior to 2020. In fact, even before Peloton’s concept of reaching people this way, I was training my clients via Skype. With the changes in 2020 when many people were forced to figure things out and go virtual, I was already there! I did plan to have several in-person events in cities across the country in 2020, but that obviously had to be put on hold. A large part of what I do, and a large part of my “why” is helping people to live a healthy lifestyle. Motivating, inspiring and connecting with my community is an integral part. This typically included being able to be in their community to make in-person connections. During the pandemic and social distancing restrictions, I had to think of other ways to connect with my community through social media and other electronic platforms such as Zoom.
There are so many virtual programming options for consumers today, how do smaller players compete with the “Pelotons” of the world?
There is more than enough room for every player small or big to have a place within the virtual space as long as they have a purpose. Purpose to the content they provide their users and creating a community within that space makes every player competitive. Small players can compete by finding their niche and focusing on where they excel. It is also important to stay innovative. The world is changing with the constant advancement of technology and it is important to stay on top of the latest developments within the fitness space. That is why I partnered with Ladder Teams in 2020 where I made my J METHOD program available.
Tell us about Ladder Teams…I am not sure if everyone knows what that is?
Ladder Teams is an app like no other app out there. The Ladder Teams platform not only helps make the J METHOD accessible to so many more people, but it creates community and accountability in unique and creative ways. It looks at the experience within the app from a holistic 360 approach and is constantly improving the experience for the user by creating meaningful connections, thus creating a stronger community. I believe that Ladder Teams is exactly the type of platform that will rise to the top and will be successful in an industry that is quickly becoming more and more digitized.
We know that helping other companies navigate the ever-evolving fitness landscape is something you do extremely well. How has 2020 been different for you in that regard?
As I mentioned, I was training my clients online via electronic devices for years, so the shift to virtual in 2020 did not impact me significantly. But for others it was not so easy and they did not know what to do or where to start. Many companies also did not know how to pivot quickly to a solely virtual environment. Given my past experiences, I had the exact skills and knowledge to not only help my own business but to help others as well.
What have you done differently to support companies during the pandemic?
In addition to consulting and providing advice to various companies and friends, I believe that during this time it is especially important for small business owners to support each other. I have supported a lot of small businesses in my local communities and my friends who run small businesses. I not only utilize the products they offer but I have spoken about them on my social media to further their reach.
What advice would you give to other founders (in particular women) looking to start their own fitness related business?
In whatever you set out to do, always be authentic and true to yourself. Don’t think that there is anything you can’t do. If you have an idea, try it out and see if it sticks. And if it doesn’t, know that it is okay. Pick yourself back up and try again. It doesn’t mean you failed, it just means you learned something and that always makes you better for the next time around. Lean on your network. Don’t be afraid to ask people you know for advice, and if they don’t know the answer, ask them if they know someone who does. There are so many people who have been in your place before that you could learn from. You’d be amazed how much small business owners are supportive of other small business owners.
How important is branded product (equipment, apparel) to a business? It seems like everyone wants to extend their brands with ancillary products, is this a good strategy?
Brand recognition is always a good thing. Putting your brand on certain products is a good strategy, but only if the products make sense for your brand. Putting your name on anything and everything may not always make sense and can actually dilute your brand. If not done correctly it can confuse consumers and what your brand represents. For me, the J METHOD Travel Size Gym made sense because it is the perfect tool enabling you to train efficiently and effectively, anytime, anywhere. Before 2020, I traveled quite often and didn’t always have access to a gym or equipment. I needed something portable to take with me to do cardio, strength and recovery.. The JMETHOD Travel Size Gym is a collection of different types of tools that I slowly accumulated in my suitcase which allowed me to train anytime, anywhere. I soon realized that there were many other people with the same challenges. They were traveling or never had enough time to go to the gym. As a result, I created the J METHOD Travel Size Gym, my solution to those obstacles.
How do you decide what companies you work with for endorsement and partnerships? Do you have a vetting process?
My vetting process is myself! Every brand that I endorse or talk about I believe in and use. Being authentic in what I share with my community builds trust. As we all know trust is one of the most important elements in any type of relationship.
Mental health is emerging as one of the biggest trends within health and wellbeing. We at Athletech are hopeful that this trend will address an area that has often been overlooked. How does mental health fit into your business and your personal wellbeing?
I have always been a huge proponent for being proactive in self-care. I believe that the concept of being “healthy” includes not only your physical but also your mental well-being. We often spend our time focusing on how we “look” and forget the importance of focusing on how we “feel”. What health means, however, will differ from one person to the next, depending on their needs and situation. Recovery is a big part of the J METHOD philosophy and I often speak about it. Some of us are busier now more than ever as our hours of working are becoming longer and the line between work and home have blurred. Layer on top of that care of family and loved ones. Our ability to adapt to situations, especially during times of change, is another important factor to maintaining our health. We can all take steps to improve our own mental health and build resilience – our ability to cope with adversity. Self-care is a skill I practice daily and encourage others to practice it too. I have been preaching self-care even more during the past year.
What does diversity and inclusion mean for your business and your community? Have you made any changes in hiring, marketing etc. based on the critical need for us to be a more inclusive fitness community promoting diversity across organizations and levels?
Diversity and inclusion play an important role in a workplace regardless of its size. As a small business owner, I have made conscious efforts when choosing who I work with as differing world views, experiences, and skill sets expand what’s possible, resulting in new ideas and opportunities. We cannot assume that everyone is the same and approaches fitness in a similar way. It is an important consideration that I take when it comes to who I work with and who I lend my expertise and business advice. If we want to be a more inclusive fitness community, then we need to make sure to address the needs of people’s diverse backgrounds and welcome those to the table. Even as a small business owner, fighting inequality starts with you.
Where do you see the future of fitness and wellness heading in the next few years?
Looking ahead, my goal for the fitness and wellness industry as a whole is to evaluate how it can create an environment that is more equitable and more inclusive. Fitness and wellness will continue to merge with an increased focus on mental health issues, with fitness playing a vital role as a form of therapy. Expect far more innovative tech, peak social experiences, and unlikely brick-and-mortar facilities. You will see an emphasis on convenience and personalization, in part due to AI-enabled technology. Imagine being able to attend your favorite fitness class in person or online while simultaneously a shopping cart is filled with nutrient dense foods, based on your preferences. This will be accompanied by a healthy recipe from a wellness expert specifically designed to increase your productivity and performance. As consumers put a premium on experience, fitness content will increasingly blend fitness with entertainment. And with fitness and wellness merging, gyms and digital platforms will expand their offerings to include recovery and mindfulness to optimize performance, improve sleep, and emphasize nutrition. The future holds a complete approach to physical, mental, and social well-being on a hybrid platform both digital and in a physical space.