Today we’d like to introduce you to Emily Capretta.
Hi Emily, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My story is very “LA” which makes me have an immersive love and pride for where I’ve come from. I was born and raised in the Conejo Valley but went to schools in the valley including Viewpoint and Harvard-Westlake. I finished high school playing basketball at Oak Park High School, earning title of MVP for the Tri Valley League and continued playing Division 1 at Hofstra University in New York. A big sports injury brought me back to the West Coast where I graduated from Northridge University with a degree in communications. During this time, it was all about learning, grinding and connecting. To pay the bills, I worked at Calamigos Ranch in the wedding department, while doing bottle service at a nightclub and hosting at Tavern 101 for a BBQ lunch shift. Plus, I spent time with KABC Channel 7 as a new assistant for 4 years, writing for “Westlake Magazine”, filming for “The Patch Agoura” and assisting for “On The Red Carpet.”
In 2013, I became the full-time managing director of Proactive Sports Performance, a company my husband started in 2006. Proactive Sports Performance, an elite gym in Westlake Village which also opened a location in Orange County in 2014, trains youth to professional athletes, as well as adult fitness clients. During my time with Proactive Sports, I have learned to manage a growing business with regard to marketing, accounting, staffing, and keeping the wheels turning with brand partnerships. Through community influence, I am an active promoter of small businesses and heavily involved with local foundations and charities.
But what makes me happiest in my story are my two children. They are the “why” and driving force to all I do.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
What road has ever been smooth? I have always loved, “If you want to make God laugh, tell him your plan.” If you were to ask my 18-year-old self if I would be doing what I am today, I would laugh. The endless failures and mistakes have become some of the greatest lessons for me in business and personally. From reacting too soon or not handling a conversation in the right way, so many little moments that could have a lasting impact. You live and you learn from the moments that make you grow as a person — in business and ultimately personally.
A big challenge is running a business with your husband. Truthfully, being “the wife” was often hard at times because my role is often to be the enforcer and being put in the middle of business and a marriage is a little convoluted. In a sports industry that years ago was still heavily male-dominated, being the “bad guy” was challenging. A role that if another male did, or someone who was not a “wife”, wouldn’t be looked at twice. Bringing this dynamic into business and home at the end of the day was definitely an ebb and flow of lessons.
In the past few years, the sporting world has changed and there are a lot more females. This has been amazing! I would also say the tone and establishment of not only our business but my growth as allowed the connotation to be for the most part waived. I appreciate the leaders of many partners we have, mostly male, in driving their companies to not see someone’s sex as a mitigator in business.
I’m forever thankful for all the challenges as they’re stepping stones and provide more lessons to pass to my children.
We’ve been impressed with Proactive Sports Performance, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Proactive Sports is a dream that started from my husband Ryan Capretta’s Master’s thesis project. After a four years career as a strength coach in the NFL and three years at Stanford, the first space opened. Our first location was modest — about 1,200 square feet rented out inside a physical therapy clinic. We had to take out the ceiling tiles to give our clients room to jump. Despite the no-frills space, Proactive’s unique, science-backed methodology and tight-knit culture soon attracted athletes like Dwight Freeney and Clay Matthews Jr.
In 2010, we upgraded to a 5,000-square foot warehouse in Westlake Village. The ceiling tiles stayed in place. The Proactive team expanded. Our client family grew to include dozens of NFL All-Pros, numerous NBA All-Stars and multiple league MVPs.
Knowing the Proactive approach could help people of all ages/ability levels reach their health and fitness goals, we also established ourselves as a local hub for youth athlete and adult fitness training.
In 2014, we opened our second location at The Marke in Orange County, allowing clients from all over Greater Los Angeles to join the Proactive family. Amidst it all, we stayed true to our core values: honesty, consistency, humility and professionalism. This is what I will forever be most proud of and what sets us apart – our culture.
We helped organize local charity events and sponsor youth sports teams. The community returned the love, with word-of-mouth marketing being responsible for 100% of our growth. In 2021, Proactive moved into the state-of-the-art Proactive Sports Performance Center Fueled by Herbalife. The 18,000-square foot facility in Westlake Village, California seamlessly combines our best-in-class training environment with cutting-edge amenities to deliver an unparalleled client experience. Supported by next-gen technology yet remaining true to our tight-knit culture and proven philosophy, Proactive has never been better equipped to support every aspect of a high-performance lifestyle.
My role, I joke but am serious, is everything from making sure the bills are paid, brand/partner relations, running our socials and making sure we have toilet paper. As a small business owner, you wear many hats — some you were prepared for and most you’re not. I love what I do and the new challenges often brought to my plate. I mean, we had so many clients looking for properties and rentals that I even got my real estate license with Concept Fine Homes to help our clients in an ultra-private way. My services are endless as a self-titled Proactive concierge.
We are often asked why so many of the biggest names in sports come to us. The answer is easy. We look at clients, no matter who you are, as a person, not a number. Whether you’re the NFL MVP or the mom working out to be strong and wrangle kids, you are seen. We have the best team in the world – truly amazing individuals with egos checked at the door that are there for our clients. Some of the top specialists in their craft working together for a common goal – the client. I remain in awe of the kind, smart, dedicated individuals I am lucky enough to have on our team.
What do you like and dislike about the city?
LA is an amazing place. There’s endless culture, diversity, and always something to do. I love you can be skiing in the morning and at the beach in the afternoon. (My husband literally just did this with the kids!) We have unbelievable weather which aids to hikes, adventures, leisurely outings, and endless staycations – all the fun within a relatively small radius. Of course, always the newest food trends and fashion fun. Something truly for everyone.
I mean, does anyone actually like the traffic? But besides that, I think one of the hardest parts of LA is witnessing the disparity that is constantly around. The extreme wealth to those struggling paycheck to paycheck. It seems the last few years the divide is getting larger and it’s hard to witness. With this, I also have trouble with the increased crime and lack of safety it brings. It’s the dark side to LA all communities are experiencing. I don’t have the answers by any means but it’s something I pray can get better.
Contact Info:
- Website: www.proactivesp.com
- Instagram: proactivesp
- Youtube: https://www.youtube.com/c/proactivesportsperformance
Image Credits
Proactive Sports – Emma Sharon
