Answering the Sirens’ call doesn’t always mean floundering on the rocks, as Faith Dey and Alison McWilliams of Siren Fitness proved when they founded their business almost two years ago. The two entrepreneurs met in a fitness class and soon discovered they were kindred spirits in their vision of creating a fitness boutique to empower women.
“We had the same morals and values, and it was important to us to serve women through the vehicle of fitness,” Dey says. “We believe what we do goes beyond the exercise — we tap into their state of mind, and feeling empowered and inspired, mentally and emotionally.”
Siren Fitness, located at 202 South Gammon Road, caters to women with all of the standard amenities of a good club: personal training, massage, yoga and a wealth of classes including cardio, kickboxing, strength training and Zumba, the latest in Latin dance workouts. The fitness center also partners with other specialists in the area to offer seminars on nutrition, self-defense and a variety of topics tailored to women.
Siren Fitness’s niche in the market is the sense of “sisterhood” that Kari Fisher has enjoyed since joining soon after the facility opened in June 2007. Fisher works out between one and two hours a day, five to six days a week, and jokes that she is turning 40 in September and doesn’t “want things to continue going south.”
“Siren Fitness feels like a family,” Fisher says. “It’s not only fun but you are really supported to reach your fitness goals as well as other personal goals you may have — it’s what every woman would want for exercising.”
The 200 or so registered members maintain a lively dialogue through e-mail and Facebook, forming a social community that extends beyond the auspices of Siren Fitness. “It’s like a nice girls’ club and you are talking to a big group of friends,” McWilliams says.
McWilliams was working in advertising and teaching fitness classes as a hobby when Dey signed up for one of her classes. Originally from the East Coast, Dey has been a fitness instructor for 23 years, including a two-year stint as co-host of the ESPN show “Crunch Fitness.”
Crafting a sturdy business plan “flowed fairly easily” because the two businesswomen shared a clear vision. “We knew exactly what we wanted to create, so when conveying that message to banks, it was easy to communicate what we thought was a strong business model.” Dey says.
McWilliams credits their complementary skills as well as the expertise of others to help get the fledgling business off the ground. “You have to learn what your strength and weaknesses are, and when you don’t have that strength, you really need to be smart about finding educated and helpful people to help your business grow,” she says.
For would-be entrepreneurs tempted by the Sirens’ call to start their own business, Dey offers advice for steering clear of the rocks in a sea of economic uncertainty.
“If you are in a business state of mind, you have to find what your passion is,” she says. “More and more people are looking to be entrepreneurs, and it has to be something that motivates you every day and inspires you to be a successful business.”s
