April 10, 2017

Meet Joi Madison of EAT.SLEEP.SWEAT. in South Central Los Angeles

Local Stories

Today we’d like to introduce you to Joi Madison.

Thanks for sharing your story with us Joi. So, let’s start at the beginning and we can move on from there.
I’ve been an athlete my entire life so my love of sport, physical activity and movement in general is deeply rooted and a very big part of how I show up in the world. I’ve known since I was 13 years old that I wanted to have my own fitness facility so once I graduated from college with a degree in kinesiology/exercise science, I began work as a personal trainer with the intention of gathering resources and building relationships that would support my vision. But, I don’t want to paint this picture as though it’s been a linear journey from where I started to where I am. I think it’s important to say that there was some trial and error, falling and getting back up, trying, trusting, fighting and fear-facing to get to where I am today – owning my own fitness studio and preparing to launch the online portion of my business.

Has it been a smooth road?
For me, overcoming fear was my biggest challenge. Specifically, the fear of failure. I’ve been running the studio for three years now and when I first signed the lease, I emptied my bank accounts and put everything I had on the line to buy equipment and do all the necessary back end preparations – permits, paperwork, etc. So, my plan B has always been to find another way to be successful at plan A and the fear of not knowing what’s next and questioning whether or not you will be able to handle it can be crippling. But you just have to make a decision. Someone very close to me, Tyree, always says, “there’s nothing more powerful than a made-up mind.” So, whenever fear rises up, I’m reminded that all I have to do is make up my mind that I will not allow myself to fail. Then I press on.

So, let’s switch gears a bit and go into the EAT.SLEEP. SWEAT. story. Tell us more about the business.
EAT.SLEEP.SWEAT. started as a functional fitness company focused on supporting my clients in functioning efficiently for their lives – whatever that may consist of. Some of my clients are athletes and that means rigorous, intense routines while others are veterans who have war wounds and need to be able to move pain-free. Yet still I have my clients who recognize the value of regular activity and come to me for guidance and accountability. But I say it started as a functional fitness company because, in the time since I’ve opened, what I’ve realized is, if I really want to support my clients in being their best selves, I can’t just focus on physical health but I need to also address metal and emotional health as well. So, what I’ve become known for is my capacity to create a safe space to do the work out and the “work in” – the inner work that, I believe, is the most valuable investment you can make in yourself. That’s what sets me apart, the fact that I approach fitness as a blueprint for your life. You come see me to conquer your personal challenges by mastering your weaknesses and building your strengths then you take that same mentality out into the world and apply it to everything you do.

How do you think the industry will change over the next decade?
The fitness industry is ever-evolving. There’s always a new trend or method emerging and that’s what I love about it! What I’m seeing a lot of these days is dialogue around fitness as not only a means to looking good but also a method of self-care. We’re working out because we love ourselves not because we don’t like ourselves and that makes me so happy! I’m currently enrolled in a post-graduate program in clinical psychology with an emphasis on marital and family therapy. I’ll be leading the pack with a dynamic program that meets my clients at the intersection between self-care and building strong relationships. To me, those are two major foundational keys to a life of fulfillment.

Contact Info: