NOËL DESCALZI-FIORENTINOS
FOUNDER & CREATIVE DIRECTOR OF WORK IT OUT
HOBOKEN, NEW JERSEY
Thank you to Noël for sharing her journey as an entrepreneur on HIMYB.com – and personally inspiring me to choose a healthy and active lifestyle.
Tell us about Work it Out and how long you have been in business.
Work it Out is a healthy lifestyle studio that offers fitness classes and wellness packages that are customized specifically for our community. With two Hoboken locations, our studios are like no other. We’re far removed from the world of impersonal big-box gyms, our unique facilities and wide variety of classes and offerings let you set your fitness free, while throwing away thoughts of a lonely unguided road to health. We also offer a children’s gymnastics program that is organically intertwined within our model. We are approaching our 4 year anniversary.
How did you come up with the company name?
Let me give you a visual:
You’re getting ready for a night on the town with all of your friends. You had a hard week at work but it doesn’t matter because you look fierce and feel amazing. All of a sudden your most ‘fabulous’ friend yells out (with a Z shaped finger snap) “GIRLLL…you better Work it Out!” You take one look in the mirror and have all the confidence in the world.
What is your company’s mission?
Our philosophy is steeped in the belief that our diversity in our offerings will shape your body, energize your spirit, and empower your soul.
And what do you think sets Work it Out apart from similar businesses?
Set your fitness free has been a tag line of ours that we’ve embraced and lived by since our start. We gradually came to the realization that keeping up with our changing needs as women is a big part of maintaining that freedom. So we asked ourselves how we could support our client in their evolution, whatever direction it took. The answer was clear – by offering fitness that evolves with them. Whether you are working your tail off, getting married, having a baby, had the baby or have a growing child – We’ve got you covered. All of this paired with studios that exude positive energy. We go out of our way to make sure each person that attends class is happy and content.
How does your current role reflect your personal aesthetic?
In every sense possible – I’m the oldest of 3 girls, with 6 and 9 year age differences between both sisters which meant, I was always the boss. For about 15 years my household revolved around my gymnastics career. For the most part, Work it Out was built on two stages of my life: During and After Gymnastics. The fundamentals of our gymnastics program come from everything I’ve ever learned from my time with the sport, like hard work, goal setting, confidence building and perseverance. The adult classes come from everything I learned after it was over like understanding how to juggle real life and healthy living. Also – I’ve always had a creative side with particular taste. Classic, clean. I think that shines through in the visuals of the brand.
Who are the women who inspire you and how have they been instrumental to your career growth?
Elizabeth Cutler and Julie Rice Founders of SoulCycle. Also, Lauren Boggi Goldenberg Founder of Lithe Method. These women inspired me to start Work it Out 4 years ago. I was living in Manhattan and used to take SoulCycle classes in the original Upper West side studio and saw how magical bringing together a community of people was. I grew up in a gym environment and understood that working out could not be forced. There had to be something special that people identified with in order to keep them engaged and coming back. Their studios made me understand that your work out is personal and you need to connect with it in order to stay committed.
Cultural trends constantly change. What do you do to stay relevant, connected, and ahead of the curve?
I’ve always had an eye for trends. For one, just taking a step into NYC and opening your eyes to the culture, the fashion, the risk taking, can help inspire you. Being aware of people, places and things around you. I’m very visual, so naturally I connect with Instagram. I love following personalities in my industries, all different types, from all over the world. I find it interesting how certain countries are so ahead.. I always feel this way about Australia for some reason. I keep Work it Out relevant by picking and choosing trends that inspire me and remixing them into something that makes sense for the brand.
With that said, how do you keep track of your personal and business goals? How do you stay focused (even when you are exhausted)?
I’ve found that I am a big picture thinker. If I have a clear vision of the big picture, it makes it easier for me to set smaller goals. Staying focused is difficult for me in an ever-evolving business because the big picture is always changing, depending on what opportunities come your way. It’s important to be nimble. Being patient, trusting your gut and making smart, well thought out decisions is something I live by. An occasional risk here and there is also important.
Do you have any mentors? If so, who are they?
The closet thing I have to mentors, are my start-up savvy friends. These are people that have gone through similar business obstacles and triumphs or are in the process of going through them.
A recent study found a lack of mentorship among young women. How important are mentors to you?
I lean on this group of people quite frequently. It’s comforting to have supporters in your corner that will give you unsolicited advice that you are not afraid to hear. I like that they’re relatable.
What is your advice for women entering creative fields or starting their own business?
Go for it! Just know – it’s difficult to do everything on your own. There is power in numbers. Do your best to find a team that believes in your mission. Be patient. Also, mistakes are bound to happen. Don’t let them discourage you.
What place inspires you the most?
Central Park.
When do you feel most powerful?
When I bond and feel connected with my team.
Why do you love what you do?
Because it is an extension of me. There is something so fulfilling about creating a place that people love. It’s a part of their everyday lives and makes them happy. I feel indebted to them and a responsibility to grow it.
What is the best advice you have ever received?
Concentrate on your team. A solid team equals a solid company.
Connect with Work it Out on Facebook, Youtube, Twitter, and Instagram!
Work it Out’s signature classes include: Ride, Zumba, Barre, Bands, Interval Training, Pilates, Toning, Go Mommy, and more. If you would like more information, please check out their site: Work it Out – and join Noël and her fitness loving team.
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