As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Denise Chakoian.
Denise Chakoian is the founder of CORE Cycle and Fitness LaGree in Providence, Rhode Island, and a nationally certified fitness expert with nearly 30 years of experience. A cancer survivor and certified Cancer Exercise Specialist, she’s known for her dynamic teaching style, deep knowledge of movement, and commitment to helping people regain strength at every stage of life. Denise serves on the boards of Rhode Island Hospital and Hasbro Children’s Hospital and remains a passionate advocate for evidence-based wellness, both in and out of the studio.
In this interview, she delves into the challenges, successes, and wisdom she has gained from over a decade of transforming online businesses.
What inspired you to become an entrepreneur, and how did your journey begin?
I have always loved being a “boss.” I felt like a leader at a young age, and not a follower, so when the time was right to make the leap, I did. I was working in corporate America and while I loved my job, I was never really happy. I loved movement and fitness from a young age and just felt like I could not risk everything to open my own place, simply because it was just too scary. Someone in my life in a leadership role, who I viewed as a mentor, encouraged me to do it and open my own place.
Why did you choose to focus your business on serving women, and what does that mission mean to you personally?
My business caters to everyone; however, there is a particular focus on women. Whether you are a young teenage athlete or a woman going through menopause, positive reinforcement is important for women and their personal self-growth. Personally, from my own past experiences, having a positive woman as a mentor was vital to me in most stages of my life. I encourage all women to have that one person in their life who can be a positive influence, rather than the negativity that might be powerful on our social channels.
What makes your business or brand unique in today’s market?
From the time I began my business, I chose a model that I felt would resonate with me as both the owner and a former customer of someone else’s business. From the beginning, I never had a membership. People might say, and have said, “How can you survive that?”. I felt that clients should have the freedom to take classes and use them within a reasonable time frame for everyday life. I can remember starting out with just a punch card made of paper! I also felt that having more than one modality provided clients with an overall fitness experience. I feel like I set that trend long ago.. While cycle studios thrived, they also suffered during COVID-19. We also suffered in Cycling during COVID, however, we had many more modalities to offer clients, so it was manageable. We now offer over 65 classes per week, as well as Personal Training for every age and fitness level, looking for a personalized experience.
What’s been one of the most rewarding moments in your entrepreneurial journey so far?
I think there have been many great moments; however, the most memorable is a fundraiser that I hold every year on Thanksgiving morning. This event started small; however, last year, it was the largest so far. We had 150 people show up on Thanksgiving Morning to support Hasbro Children’s (a hospital here in R.I.) for children. We raised 65,000 for our local kids battling a terminal illness.
What challenges have you faced as a woman building a business for women, and how have you turned those challenges into fuel?
As a woman in fitness, and more of a senior, I feel I have faced a tremendous amount of challenges. First, the fitness industry is tough, and while we should all work together for one cause, it is not always like that. Many women can put other women down; therefore, you feel that you have to prove yourself to those who are doubting you. I have had the same plan from the beginning of my fitness career, but more so, when I opened my own place. I do not worry about what others are doing in their businesses, but rather, I lead a trend that allows others to follow. I am fueled by innovation, creation, and leadership.
Can you share a customer story or testimonial that reminded you why your work truly matters?
Over 19 years, I have had so many great client stories, but one that comes to the forefront is a woman whom I have trained for about 10 years now. She is someone who came to me with very low self-esteem, never exercised before, and was in a very bad relationship personally. This client has not just grown strength by working out, but has grown and built confidence within herself to make better decisions in her life
What gaps or unmet needs did you notice in your industry that motivated you to build your own solution?
I think what I noticed was that big box gyms were eventually going to lose popularity or become less personal. I feel we were the first studio in R.I. to have what we had when we opened 19 years ago. In those years, we have grown, rebranded, changed modalities, removed modalities, and brought new and innovative fitness classes to this state. I think many people have followed suit with more than one modality in fitness under one roof. We offer multiple modalities under one roof, eliminating the need to visit multiple studios to pursue your passions.
How do you stay motivated during the tough times or moments of doubt?
I can honestly say my most challenging times in business was Covid. I doubted, but also did not have answers as to what would happen next. I moved forward every day, but showed up at my business most days alone. In a 7,000-square-foot empty studio, coming up with ideas to bring people in or how to connect with them during this difficult time. I had ideas, I shared them with other fitness owners, and led a movement to open our doors, with safety measures. As I have mentioned, I am motivated by leadership.
What habits or routines help you stay focused, balanced, and productive as a founder?
I have a habit of getting up early every day, with quiet time before I start my day. I organize my thoughts, have coffee, and plan my day’s calendar, then I do a workout for myself. This helps me stay focused and feel that I did something for myself so I can be a better leader. I also finish my day at night, with more quiet time, reflecting on the day and checking what was accomplished and what was not completed for the day. I am a planner and need quiet to focus as a leader. When owning a business, there can be a lot of noise daily; therefore, creating space for yourself is what a true leader needs.
How do you connect with your audience and build trust with the women you serve?
We do a lot of outreach into the community, and that community is tight here. Those women, tell other women how supportive we are and that we are not a place that is judging what you are wearing, or what you look like. I think this sets us apart and makes people feel comfortable. Our workouts are challenging, effective, and motivating. While all this is true, we are not an intimidating place. We typically check in after your first visit and ask what your needs are for future workouts.
What has been the most effective way you’ve grown your brand or customer base?
I have had a lot of practice trying all different things over the years. The most effective approach has been showing who we are and being more genuine on social media, as well as utilizing a “word of mouth” method. It took us a while on social media to be honest, we were so focused on just personal attention that we were not as focused on social media. We are seeing much more movement on social media now but our most effective is still word of mouth to this day.
What does “women supporting women” look like to you in business, and how do you actively embody that in your brand or leadership style?
My business is extremely supportive of women. Not only in our staff, but our clients. When we know a client or even a staff member has an important milestone approaching or a goal they are about to achieve, we show up to support them. My business feels more like a family to most by the way we support and encourage one another. We have many weeks where a group of women will show up together for a workout, and then go for a coffee together. Friendship is something we encourage in my studio.
What advice would you give to other women who are just starting out in business?
I am also a fitness consultant, and I have helped a few people start their businesses, make changes, or make adjustments to their existing businesses. First, the operations of your business are critical to how the day-to-day runs. Having a plan, preferably a well-crafted business plan, is essential before opening any business. There are so many things you might not even think about that make a difference in your business to a consumer. A manager, and a great team, is what makes a great business.
Where can our audience connect with you and learn more about your journey or brand?
You can find me at Core Fit Prov, Instagram, and Denise Chakoian.
