London Inc. May/June 2021 - 20

Upfront Fitness & Recreation

THE DIGITAL LEAP

Seeing demand as opportunity, a trio of fitness instructors bet at-home fitness is here
to stay

THROUGHOUT THE PANDEMIC, fitness studios and
gyms around the city shut their doors and adjusted to new
ways of doing things. The sudden shift inspired creativity
and flexibility for businesses largely dependent on physical
locations and on-site staff, and in some cases, paved the way
for entirely new businesses.
Such is the case with Fitness For All, an online fitness
studio first conceived as a way to keep people healthy and
connected during lockdowns.
The business is the brainchild of yoga instructor Lore
Wainwright, who is also an experienced fitness instructor
and director of operations at Pillar Nonprofit Network.
According to Wainwright, when Covid first hit and gyms
were shuttered in March 2020, she set out to fill the wellness
gap with a few virtual classes. Finding her clientele both
receptive and eager for additional classes, she invited fellow
fitness instructors, Michelle Kerr and Theresa Carriere, to
join her.
" What started as a free online offering to help people
stay active and in touch quickly blossomed into a new way
of living, as everyone transitioned to at-home fitness, " says
20 | londonincmagazine.ca | MAY / JUNE 2021

ƟƫƨƦƥƞƟƭ Theresa Carriere, Lore Wainwright and Michelle Kerr
of Fitness For All

Wainwright. " Before we knew it, our workouts and yoga
sessions were generating Zoom classes of 100-plus. So, we
reconsidered our individual goals, joined forces and built a
virtual fitness studio. "
Together, the trio is embracing what they call an " accidental opportunity to collaborate. " With Carriere's experience
as a personal trainer, life coach and founder of the OneRun
cancer fundraiser, coupled with Kerr's deep roots in fitness,
community-building and recreational services, the partners
are leveraging their collective expertise and client connections while adopting and adapting to new tools and delivery
methods to meet online demand.
But while they credit available technology for enabling
their platform (Zoom is key to delivering their online
programming), Wainwright is quick to say that technology
itself is not a magic bullet. " It definitely has glitches, and
we're learning alongside our members. We're not actors
recording sessions in outfitted studios, we're real people


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London Inc. May/June 2021

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