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Meet Justine Waite of Justine LaRose Fitness in Bird Rock

Today we’d like to introduce you to Justine Waite.

Justine, can you briefly walk us through your story – how you started and how you got to where you are today.
As long as I can remember, I have always loved movement. It all started when I was nine years old I started taking dance classes. Getting lost in the choreography, telling stories and expressing feeling made it easy for me, as I was a shy girl. I continued to grow as an artist and graduated from Marygrove College in 2009 with my BFA in dance performance.

After graduating, I wasn’t sure what was going to be my next step. I danced as a company member with DDC and continued teaching in the Detroit metro area. I began teaching at the Metropolitan Dance Centre located in The Sports Club of Novi. A large facility with opportunity’s for growth in the fitness industry.

In 2012, I became a NASM certified personal trainer. Being new to the industry I was excited to learn and grow to change clients lives. I wanted to learn from the best coaches and live in a community that invested in their health. San Diego was at the top of my list.

With the little money I have saved up I knew it was going to be a challenge and hustle. So I decided to finish up the season dancing with the company and the day after my client’s recital I was on the road across the country to San Diego. This quickly became my new home.

Upon my move, I was very fortunate to land a job as a trainer and group X instructor at The Sporting Club in UTC. I was surrounded by some of San Diego’s best coaches and trainers, which allowed me to learn to build the confidence needed to establish the foundation of my own business. I wouldn’t be where I am today without that environment and those people. Nearly three years ago, I was at a crossroads on which direction to take my career.

Looking back, at that time I can say without a doubt I made the best decision for my business. Although starting my own business presented a new set of challenges and fears I have grown more in the last three years, both professionally and personally than I ever thought possible.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
It has been a scary road for me at times especially first starting off as a business owner.

There was so much to learn with regards to billing best practices, business bank accounts, scheduling, taxes, etc. that it was easy to feel overwhelmed initially. As a coach, I like having a plan for a step-by-step process, which was very helpful in prioritizing those initial start-up questions. My clients are the most important part of my business, so it was crucial that I quickly was up and running, and able to put all my focus and energy where it matters most, with them.

While I am very fortunate to have a steady client base this is by far the biggest challenge that my business faces, as life happens, new jobs come up, and priorities change, I always need to have a plan to bring on new clients when needed, or space opens up. Other say to day challenges are similar to many jobs I’m sure, scheduling, flexibility, managing time and finding a good balance.

Alright – so let’s talk business. Tell us about Justine LaRose Fitness – what should we know?
There are so many amazing health and fitness coaches out there impacting and changing lives every day. Therefore I think what sets me apart is building relationships bound by trust. Building that strong foundation, being able to connect with my clients as they go through their journey of life is my favorite part of my work.

What I am most proud of is my ability to coach with a variety of clients, all of whom have different goals and definitions of health and fitness. I pride myself in working with each individual clients towards their specific goal, using programs designed specifically for them, so they are able to feel their best.

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
My husband Danny has been through it all with me, supports me, my business, my love for my clients and is always there for me no matter how crazy or stressful it gets at times.

He understands how passionate I am about my career and my desires to always learn and grow. My clients are what has made my business possible, and their endless amount of support and trust in me has nothing short of amazing.

Lastly, the support at Bird Rock Fit, from the owner to all my colleagues has been key to my success. We have a positive, supportive and high energy space that is terrific for clients.

Contact Info:

  • Address: 6875 La Jolla Blvd. La Jolla, CA 92037
  • Phone: (313) 820-5003
  • Email:

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