In March of 2020, Janelle Trujillo faced a series of events that changed the trajectory of her life. Instead of losing faith when she was being tested. She allowed the challenge to serve as an opportunity to level up, grow, and lean into the fitness community for strength and support. Little did she know, this ask for support would morph into one of the greatest gifts of her future.

Janelle leveraged social media to connect with her community, offering free workouts and support during Covid, and this act of authentic selflessness proved that adaptability in this industry is essential to evolving personally and professionally.

Janelle encourages others to share their own turning points and how they transformed challenges into opportunities, fostering a sense of community and inspiration among her network. Her work has led her to finding passion in helping others and making the health and wellness lifestyle accessible to a network that may not have it without her.

What drew you into the health, fitness, and wellness industry?

I would say that my purpose in life is to be in this industry. This purpose became clear to me during a particularly difficult period in my life, as often happens with life’s callings. In my journey of recovering from an eating disorder, deep depression, and a suicide attempt, I discovered I was gifted with a chance and unique opportunity to assist others in find what I needed… true and complete wellness that includes physical, mental, emotional, and spiritual well being.

I understood from my personal experience, despite my limited education at the time, that these aspects of health were deeply interconnected and we in the health and wellness industry needed to address all of them. Back in the early 2000s when I began, these ideas were relatively unknown, vague, and, to be frank, unpopular. Fast-forward 24 years, and the landscape of our field has transformed significantly, for which I am immensely grateful. The advancements in neuroscience have provided substantial evidence of the impact of healthy lifestyles and habits on the brain, influencing how we feel, behave, and experience life overall.

What was the turning point or motivation for you to move from being a fitness professional to an entrepreneur?

Like many in my industry, it was the year we were no longer “essential”. In March of 2020, I found myself moving to a new state right in the middle of what seemed like the world was closing for business. I remember unpacking boxes and the next day thinking, okay… “What CAN I do?” So I got on Instagram and Facebook, spending one hour on each platform five days a week for three months, instructing free workouts for anyone who followed me. At that time, I had around 3-5K followers, and to my surprise, the same 10-12 people would join in. I thought for sure that because we all had more time on our hands and everyone was on social media, I would have more takers for a free workout, but this was not the case. That’s when I discovered that it was not time that was holding people back from adopting exercise into their lives; it was that their unhealthy habits were taking up the time instead.

I was exercising more because I had already developed the habit, and this habit helped reduce my stress during a very stressful time, but that was not the case for many. With health clubs viewed as “nonessential,” it made it really hard for people who did not already exercise to feel that they should adapt to it now. So I took a good, hard look at what the real problem was, and it was not more workout routines or healthy eating plans; it was teaching people how to create habits that actually supported their overall health so they could actually stick to the workouts and eating plans. I spent the next few years researching every book on habits and became a certified health coach, nutrition coach, mental health, and well-being coach. I was not going to wait for health clubs to re-open. I knew I needed to start something now!

What was the impetus for you to create your brand? What was the journey of its creation?

My first brand, Health Habit Coaching, was crafted from my purpose of helping others find true wellness, combined with my 20 years in the industry and my newfound profound realization that we needed to deliver more in terms of tools to help others change behaviors, systems, and habits to create sustainable results.

My new brand, Executive Health Habit Coaching, was created after starting this business and observing my husband take on a new role as a managing partner for a Fortune 100 company. In summary, without healthy habits established, business endeavors, responsibilities, and stressors would have taken over our time and energy, decreasing our physical and mental capacity to continue at the rate we needed and wanted to go.

What void is your brand serving within the health, fitness, and wellness industry? What differentiates the brand?

The need for providing a systemized coaching approach that prioritizes the healthy habits that will help leaders, business owners, and entrepreneurs sustain the energy and strength in mind and body to continue at the pace needed for sustainable performance and growth. There are coaches for athletes so they can be their best both physically and mentally at their jobs; why not a coach for other professionals? I would love for one day every top-tier leader, CEO, and C-Suite executive to have their own Executive Health Coach as part of their team.

What was the “aha” moment that made you decide to move forward with this idea?

Being in the space with executives and having genuine conversations, I would hear the same thing over and over: “I need to eat better, be more consistent with my workouts, and probably not drink so much.” What I was hearing was that there was little to no priority for healthy habits and no systems to make this happen. I also noticed that stress was often the catalyst for developing unhealthy habits, something I know very well. Stress in life and business is not easily removed, but how we deal with and manage the stressors makes all the difference in how we show up, perform, lead, and succeed. This is when I knew that there was a need, and I wanted to be part of the solution.

What kind of support and resources did you find most valuable throughout your journey to becoming an entrepreneur?

As far as support, it really helps to have a live-in cheerleader who challenges and encourages you every step of the way. My husband is my greatest support, and without his big dreams for me, I would have probably been just okay with being okay. I now see beyond what is, to what can and will be, and I am so excited to continue to work faithfully towards it.

As far as resources, Coach360 is one. Connecting with others in the industry, especially as a solo entrepreneur, is so important. Investing in live seminars like Todd Durkin’s Impact Summit and being connected in the community, such as teaching at a local yoga studio or being part of a business women’s group, are also valuable resources.

What challenges have you faced on your journey and how did you overcome them?

Where do I start… Honestly, the greatest challenges I have faced have been within my own mind. Having the courage to step out of my comfort zone was not easy, and I still wake up with the prayer that my fears of rejection will not hold me back from showing up in a way that allows me to make the greatest impact while I am on this earth.

Now that you are a business owner, what aspects of your role bring you the most satisfaction? How do you measure success in your business?

Hands down, my favorite part is coaching. I love being with people and helping them see the strength and solutions that lie inside each and every one of them. Being able to help someone not only improves his or her health but actually helps them live happier and longer. I can’t think of a better job. I measure success by how many of my clients refer me to others and have seen a positive impact on their own lives.

Based on your experiences, what advice would you give to professionals in this industry who have an idea for a product or service and would like to make the leap to entrepreneurship?

Know the problem you are solving and whom you are solving it for. Get out from behind the computer or phone and connect with people in person. As Todd Durkin says, “Be In The Room.” Create systems for your business that will allow you to work more on the things you love to do. If you are doing things for your business that are out of your comfort zone, but you know they will help bring value to others, do it. Have a servant’s heart, give more then you ever receive and you will always be overflowing with blessings.