In Conversation with Taylor Norris of LIT Method
Describe your business in a few words?
LIT stands for low impact training. Through our retail locations and On-Demand platform, we deliver a high intensity, low impact workout designed to build your body, not break it. Our patent pending Strength Machine allows users to stream live and on-demand classes anytime, anywhere and perform over 500+ low impact exercises.
What made you take the leap to start your own business?
I founded my first business at the age of 18 as I have always been drawn to be an “entreprenista.” I’m fascinated with creating new products and bringing my ideas to life and I love being challenged. I knew starting a business would allow me to really leave my comfort zone!
What was your background prior to starting your own business?
I attended Parsons School of Design and specialized in product design and branding.
Did you always know you wanted to be an entrepreneur?
Yes! My mission has always been to help as many people as possible and build something from the ground up.
Take us back to when you first launched your business, what was your marketing strategy to get the word out and did it go as planned?
In the beginning, we had the approach ‘if we build it, they will come’…and they did! We launched our first studio location right when Instagram was becoming extremely popular. We continued to post our classes and our community, and we suddenly had organic press approaching us for our unique method. Our training method is based on the philosophy, “no running, no jumping and no weights.” We wanted to break the norm of bootcamp classes that were constantly breaking down our client’s bodies and create a life-long method that delivered results. We also partnered with different physical therapists and hospitals to refer their patients to our low impact training method. We then were featured on SELF, Glamour, Forbes, E! and so much more within the first year.
We always learn the most from our mistakes, share a time with us that you made a mistake or had a challenging time in business and what you learned from it?
When we were launching our first studio, we had to find a contractor online to build it out. With little money, we did our best to find an affordable contractor – we put down a 10k security deposit and we never heard from him again. This was a learning lesson, but it taught us to always do our research and to get a minimum of 3 different quotes. We learned to always ask around and if possible, to try to get a referral.
What is the accomplishment you are the most proud of to date?
Building LIT into the business it is today. Everyone told us we would fail due to our unique approach. We had no investors, so we maxed out our credit cards, took the leap, and had faith we would make it work through perseverance and hard work. Now we are able to help our clients on a larger scale with our LIT community working out with us globally. We are also shipping out our machines nationwide and our community just keeps growing!
When hiring for your team, what is your go-to interview question? Please share any hiring tips you can share from your experience?
Simple, how can LIT make an impact in your life? If we have people that truly believe in the method and the brand, they will show up to really make a change. My hiring tip is find people that believe in your brand and can see the long-term vision.
How has your business or industry been impacted by the COVID-19 pandemic?
On March 15, 2020, we had to close down our retail location that focused on conducting group fitness classes. Luckily, we already had a product that we were going to launch later in the year that took our studio experience and delivered it directly to people all across the nation. Our Strength Machine gained traction immediately due to the Pandemic and we were able to gain more users and help people stay healthy both mentally and physically during this unprecedented time.
What is the biggest lesson you have learned in 2020?
Adaptability. Even if you have a game plan that you are looking to follow you always have to expect the unexpected. Embrace change and find ways to take advantage of any situation.
What do you know now that you wish you knew when you were first starting your business?
Great things take time, a lot of time!
How have you managed to stay grounded this year?
Honestly, our members are the driving factor in our business. Hearing about the ways we have made a small impact in their life fuels us as a company!
Do you believe in work/life balance? What are some of your best tips?
My husband is my business partner, so we don’t really have a work life balance! However, we are firm believers that if you love what you do, you will never really work a day in your life. We love our community, and we wake up happy everyday knowing we are helping people become physically and mentally stronger.
What’s something our audience would be surprised to learn about you?
I had no background in fitness until I met my husband. I loved working out, but he was the one who taught me that fitness is about feeling good, not looking good.
What are your top 3 tips to stay productive each day?
Build a daily checklist first thing in the morning and attack the hardest tasks first. Once you tackle your first task you gain momentum and keep building from there.
What does being an Entreprenista mean to you?
As a female founder and Co-CEO, the word “entreprenista” is so meaningful to me. Being a powerful, strong business woman is something to be proud of.