About Fitizens
Fitizens Holdings brings together passion and experience; offering Health, Wellness, & Fitness Advisory Services to companies that are launching, scaling, and growing. A sound product offering, defined customer need, and solid brand culture are essential to all projects that they work on together or individually. Our thesis is that the bottom line translates best when all stakeholders are rowing in the same direction; a metaphor that we have carried over from Row House - a brand built and scaled to 300 franchised locations in 6 years after self-funding and then securing a strategic partnership to scale the business. Since then, Debra has risen to advisory roles and leadership positions in growth-oriented companies in the wellness space.
Our Mission
Our Mission is to support businesses that help grow more Fit Citizens. Finding the proper wellness prescription is a challenge for a large part of our population. This is evident by the fact that 80% of our population doesn’t even attend a gym. Our mission is to build brands and businesses that help more people live a fit life. We love helping to lift a brand’s value proposition. We love to connect the dots and match wellness businesses to consumers - we do this by knowing customer needs - and by having decades of experience in brand building and marketing and communications. We also garner deep industry connections and insights which we leverage to create winning businesses to business introductions. All projects we get involved in have an authentic pursuit of building more Fit Citizens.
"We relentlessly pursue the task of bringing great fitness to more people".
⏤ Debra and Eric, US Chamber of Commerce Interview
Our Philosophy
Teamwork Makes the Dreamwork
We go further than we would alone, and no great project is done in isolation. This is core to our philosophy and is how we have built our brands and pick our projects. We love to work with great teams that understand that rising tides lift all boats. This is true not only in business, but in life - and is something that we also often speak to large groups about.
Having a “GSD” and “MSH” Mindset
Entrepreneurs are motivated and energized by their passion. Not everyone has a “GSD” or a “MSH” mindset. This means being resourceful, making decisions, and going the extra mile - even when you don’t have all the answers. We recognize that the only bad decision is the one you don’t make. We like to move with “deliberate haste” and conquer the path.
Live the life you love + Find the Work You love
Having a great life isn’t luck. It takes hard work to create. Distractions and pressures come at you from all angles, and identifying what your goal and purpose is helps navigate the journey and manifest the destiny. We believe that everyone can live the life they love. We also believe that everyone can find the work they love.
This is also often referred to as Finding Your WHY. It starts with identifying what motivates and inspires you - and keeps you from looking at the clock. It also means that you take the time to uncover the reality of the hard work that will come with ANYTHING you do. When you anticipate the hard times will come, you are more prepared for when they do.
Know what you are solving for
Great teams and projects solve pain points and needs. When developing brands and marketing communications strategies, always know what you are solving for. Align all teams in this direction - and you will win.
Problem-solving is also much easier when you know what you are solving for. When different people are solving for different things, the topics just get confused! Setting an understanding on what we are solving for from the beginning is a key to how we approach all things.
When you are given a stage take it - You never know who is in the room
This goes back to our fitness instructing days. At the gym, everyone is democratized - you never know who is in the room. When you are given a stage, take it. When you do PR, be prepared about what you want to say. Know your positioning and proactively handle situations so that you can get the most out of them for your business and/or yourself.
