Today we’d like to introduce you to Juliet Kaska.
Juliet, we appreciate you taking the time to share your story with us today. Where does your story begin?
`How did I become a celebrity fitness trainer? It was a fluke! I wish I could tell you that when I was a little girl on the East Coast, I dreamed of moving to California and opening boutique fitness centers and working with actors, models and rock stars, some of whom were my teenage crushes… but this was far from the case. In my undergrad at American University in Washington, DC, I studied public communication, law, economics and government. In my last year, I was offered a position at a prominent PR firm. On paper it was perfect, but after some soul searching, I knew I wouldn’t be happy spending every day in an office. It was a bold choice for someone saddled with huge college loans to turn down a job with no other prospects or clear idea of what I wanted to do. Call it the blind confidence of youth, but I moved to California with the hopes of figuring it all out. One of the first things I did after I was settled and working in Los Angeles I joined a gym and started working with two personal trainers. I’d danced classical ballet as a child— it was my whole life till I was 14 years old. It brought me great joy but also left me with a distorted body image and an eating disorder. I always felt small and weak or fat and clumsy.
Seven years later, I didn’t want to hate the “house” I lived in anymore. I wanted to feel strong and capable and accepting of my body. Within a short period of time, I was getting great results physically, but also emotionally. Even so, when my trainer said, “you know, you would be good at this,” it seemed like a silly concept. Then I realized I could work as a trainer to pay the bills while I figured out what I really wanted to do. After all, training wasn’t a “real career,” right? The joke was on me! Within six months of becoming certified, I was fully booked, an almost impossible accomplishment for a new trainer. My client list continued to grow, as did my reputation. I added Pilates teacher to my repertoire and my client list expanded, as did my rates, yet again. Four years into working this “side hustle” I was more than fully booked and had two other trainers I was contracting clients out to; it finally hit me. This WAS my career. Almost 16 years after starting this journey, I’ve owned three studios, had eight studio branding partnerships, as well as 6 product/brand spokesperson contracts. I’ve held multiple advisory board positions, written for and appeared in hundreds of media outlets. Certainly sounds like a career. And one that certainly found me.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
A smooth road? Definitely not. But that would have been no fun. I would have learned nothing and would never have grown. I can say that in retrospect, of course, and perhaps as a reminder to myself: I’m currently working to keep a service business afloat amidst a pandemic. My first hurdle, which I didn’t even recognize was a hurdle, was being female in a male-dominated field. I didn’t know anything about the gym fitness culture at the time, and I think that ignorance gave me an advantage. I didn’t have a self-doubt devil on my shoulder telling me only men can do this or clients only want to book with men. It was true that most clients did want a male trainer, but many didn’t want the “brute” force approach. I stumbled into my niche by just being myself; I had a firm but gentle approach, and I listened intently to what my client was asking. Many of my male counterparts were force feeding their clients workouts that disregarded their needs or desires. The next large hurdle was the financial crisis of 2008. In August of that year, revenue in my fitness center, once celebrity-studded, with doors flanked by paparazzi, dropped almost 40% overnight. By October, millionaires were walking out on their bills and trainers were asking for personal loans “to get by.” Other trainers simply stole from the business in order to do so.
By December, I knew I had to fold… and file for bankruptcy. This felt like the end of the world. The self-doubt devil had now set up camp on my shoulder, screaming that I was a failure. It was a dark time. I found myself turning more and more to mindfulness, meditation, and Yoga to get through the day. It was my shield to ward off the army of depression banging on my door. I got quiet. I learned from my mistakes. I got clear on what I wanted. What also became clear was that I knew how to listen to people and I knew how to ask for what I needed. I also knew how to spot an opportunity. My time living in DC and working in PR had taught me how to network and boy did I network. Within a relatively short time, I had a new location in DTLA, a new partnership location in West Hollywood, and are now present location on Robertson Blvd in Beverly Hills. I also secured three new endorsement/spokesperson positions. We were planning on expanding in 2020 once again. Of course, 2020 had other plans. We closed our doors on March 16th per the mandates. And they remain closed now. We moved our classes and private lessons online, but it’s a small fraction of business compared to what we use to do. This is a challenge like no other both professionally and personally.
My focus has been to keep as many of my teachers/trainers working as possible and to keep our family-like community together. The business I lost in 2008 brought me to my knees, but it gave me the wisdom to remain calm during this. I don’t allow the doubt devil on my shoulder these days, although I’m aware that he’s always lurking in the corners. To combat him and the devil on others’ shoulders, I’ve been teaching a free Stretch and Breathe class through our online studio, JKZenFitness.com/TV every Monday & Friday from 8-8:25am since we were shut down in March. It’s free to everyone, yes even YOU- no membership required! I love sharing the mindful practices that have helped me through tough times instead of reaching for junk food or alcohol. These two pillars during the week have been a grounding, nurturing way to self-care, right from home, and I may even get more from it than my students.
Alright, so let’s switch gears a bit and talk business. What should we know?
JK Zen Fitness is still up and running, entirely online, and we offer group and private Pilates classes, From our living room to your living room. What sets Zen apart from any other place I’ve worked at or owned is a deep feeling of community and family there is, in additional to amazing & thoughtful workouts. My students and teachers have never been more tightly knit, despite the distance. We’ve got people joining from as far as New York, London, and South Africa. It’s been so great to expand beyond the limitations of a physical studio and such a delightful surprise that the sense of community has been strengthened by all this, rather than torn apart. Our teachers have really stepped it up and never been more invested in the journeys of their students, and because they’re passionate about fitness, you’ll never do the same workout twice. Also, we know that even though many of us are working from home, things can still come up to keep you from class, which is why we offer a recording to anyone who’s signed up, so you never miss a workout. It’s secretly exciting to me to see how the pandemic is going to evolve Zen Fitness and change the fitness landscape overall.
Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
My parents always encouraged my entrepreneurial ventures in childhood, and they supported me even when I walked away from a completely respectable job to move 3000 miles because of a feeling I had. They also instilled in from very young a deep work ethic and confidence. So, they top the list! Later, when I wanted to open my first studio, Anthony Carro, who now spearheads Candle Delirium, became my initial partner. He was experienced in opening and running businesses and I had none. He believed in me and taught me so much in our short time together as business partners. Then, in 2008, after I lost everything, another angel appeared in my life and has remained there as my silent partner and mentor. I also have had very generous high-profile clients that have referred me to other clients. As well as have talked about our work together in the media, even from the Red Carpet of the Oscars! All of that media attention helped to bring more clients to us. My career and life would have looked completely different without my “angels,” but it is my internal team that has brought the most magic. Over the years, I’ve had the most amazing team of women and men working with and for me. Many have become lifelong friends. They say it takes a village to raise a child. I agree. It also takes a village to raise a successful business, and I couldn’t be more grateful for mine.
Pricing:
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Free Stretch 7 Breathe Class every Monday & Friday at 8am
- New Student Special: Group (online) $29.99 for 3 classes
- Group Classes- online: $85 for 5 classes, $150 for 10 classes
Contact Info:
- Email: [email protected]
- Website: www.jkzenfitness.com
- Instagram: @JkZenFit
- Youtube: www.YouTube.com/julietkaska
- Yelp: https://www.yelp.com/biz/jk-zen-fitness-los-angeles
