Exploring Life & Business with Donnella Andraos of I AM Movement

Donnella “Nel” Andraos

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I AM Movement is a woman-owned business founded and operated by a mother/daughter duo. A gym for adults with special needs and the elderly, I AM Movement is located in Irvine, California. Our vision and what motivated us to start it is threefold.I’m Donnella “Nel” Andraos, AKA the mom. A triple-negative breast cancer survivor. I started kickboxing to regain my strength while combating the effects of chemobrain and neuropathy. Boxing is a cognitive and physical workout which made it a key component in my recovery. The results were so significant that I took up Muay Thai. The national sport of Thailand, Muay Thai is a special form of boxing known as the “art of eight limbs” because it incorporates strikes with hands, elbows, knees, and legs which ups the physical and mental antes. Cancer may have put my career on hold, but boxing helped me reclaim my life. Now, I want to share the power of the punch with others who can benefit from it.

Next, there’s my business partner Timorei “Timi” Spaulding, AKA the daughter. She started dance classes at age three and never stopped. Timorei has been actively involved with the special needs community for many years. We were in Assisteens, the mother/daughter offshoot of the Assistance League. Representing this organization, Timorei co-chaired the philanthropy Super Sisters for three years. Its objective was to create monthly activities (parties, field trips, etc.) for teens and young women with special needs. She passed the baton when she graduated high school. Timorei studied dance and business in college with an emphasis on psychology while continuing to volunteer. Her dream was to open a fitness center that is accessible to people with varying levels of physical and mental abilities.

Then there was my father-in-law (Timorei’s grandpa). In his heyday, he was an amateur boxer in Zimbabwe. He developed dementia and refused to exercise. I wanted to find something that would entice him to get moving. That’s when I stumbled upon articles touting the benefits of boxing for people with Parkinson’s disease. Although he didn’t have Parkinson’s, it was our voila moment—a gym for adults with special needs and the elderly just made sense. Plus–other than senior centers–nothing like it existed in our area.

We took our concept to the Small Business Development Center (SBDC) for vetting. They liked the concept and mentored us. Now, I get to work with my daughter doing something I believe in. Even better, it turned her dream into a reality. It’s truly rewarding because we’re helping others and making a difference in our community.

We offer various boxing programs including personal training with an emphasis on boxing for neurodivergent adults and boxing for people with Parkinson’s and/or a-typical Parkinson’s. We’re getting ready to roll out our dance programs next. They will include Zumba, Zumba Gold for seniors, and Zumba Gold Seated. Another program is an all-inclusive improvisational dance class for people of all abilities and mobilities called DanceAbility, so dancers with mobility devices are invited to join in the fun.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Like most small businesses, I AM Movement has its share of challenges. It took almost a year to scout out the right site since we needed room for a sprung dance floor, boxing ring, heavy bags, and other equipment. After we found a spot, we had to stage it. Once we finished, the pandemic hit. COVID impacted everyone, but our situation was unique because we were scheduled to open the week the California COVID lockdown was enforced. We had no members and massive monthly expenses. We thought we were doomed, especially given our target markets were considered the most at risk. We tried getting grants but didn’t qualify because we had no business financial history. But there was a glimmer of hope. People with Parkinson’s disease kept reaching out because intense targeted exercise is part of the treatment. So, we pivoted and launched Parkinson’s virtual boxing classes on July 13th (now known as “Be Your Own Hero Day” in the reference book Chase’s Calendar of Events). As businesses started to open their doors, I AM Movement was still on hold because gyms were among the last businesses allowed to reopen. Our only classes that were deemed essential were those for Parkinson’s disease. As such, all the funds set aside to hire help and purchase equipment had to be reassigned to monthly expenses. That’s when we started our grassroots approach to marketing, getting stories on the radio and TV. Some were shared by Yahoo! and MSN, which really helped…and it was free.

I AM Movement is still basically a 2-person business, which means Timorei and I wear multiple hats–instructional designer, coach, receptionist, sales rep, marketing/publicity, janitor, bookkeeper…the list goes on. Our current challenge is we need to hire help so we can delegate tasks which would enable us to focus on growing our offerings to expand our reach. Luckily, Timorei and I love what we do, which makes our struggles worthwhile.

We’ve been impressed with I AM Movement, LLC, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
I AM Movement is more than a gym for adults with special needs and the elderly; it’s a resource and community center that provides a sense of belonging. Often, people with mental or physical differences feel isolated. For many, this feeling was magnified after COVID struck. Other than senior center classes, there are few social, recreational, or fitness options for adults with special needs. I AM Movement’s mission is to use fitness and friendship to create a community. We want to empower and inspire people so they can enhance their quality of life and live fuller lives longer. In class, members battle their symptoms in a non-competitive yet intense and fast-moving manner. We encourage boxers to be safe while giving it their all. But it’s the non-clinical and often quirky format that provides a much-welcomed sense of escapism in the form of fun and friendship.

Besides classes, I AM Movement hosts a support group for care partners helping clients/loved ones navigate their journey through Parkinson’s and/or dementia. We also offer workshops and free seminars that are open to the public. Past events include interactive self-defense and hand/eye/body coordination workshops, as well as seminars on deep brain stimulation (DBS), home safety & fall prevention, and most recently “Ask A Neurologist” open panel. We also have an onsite PT/OT clinic called Forever Young Therapy.

Many things about I AM Movement make me proud. The loyalty of our members, their spouses, and caregivers is one example. But our greatest sense of accomplishment is our members’ small victories—and we celebrate them all with hoots and hollers as a team. What do I mean? We’ve had people join who didn’t swing their arms while walking, couldn’t walk backward, couldn’t jump, couldn’t skip, couldn’t stand on one foot, were afraid to climb stairs, didn’t know how to get up after falling, couldn’t hula hoop, couldn’t dribble a ball, wrote itty-bitty…the list goes on. Those challenges all turned into success stories. It’s so rewarding when we see their faces light up with pride after they’ve learned or relearned a skill. Each achievement builds confidence, which gives our members bragging rights. Members often attribute their successes to me and Timorei, but we just designed the specialty workouts and provide the coaching. The members do all the sweat equity. Hence our slogan crafted to empower and inspire: “Be your own hero.”

Do you have any advice for those just starting out?
Envisioning a business is one thing, but it takes determination, perseverance, and an abundance of sweat equity to bring it to fruition. Funding is another factor. Timorei and I are creative souls, so we wanted validation that I AM Movement was a viable business concept before diving in. So, we contacted the Small Business Development Center (SBDC). I strongly advise other entrepreneurs to do the same. Here’s why. The SBDC is a free service that provides counseling and training to help set new businesses up for success. After the screening process, which included vetting our business plan, the SBDC took us under its wing. We were assigned a mentor who coached us and gave us advice every step of the way. She paired us with a property management broker who helped us find a location. Our mentor also helped us DIY our LLC so we didn’t have to pay huge legal fees, reviewed our lease, and directed us to various COVID resources. Once things opened up, she referred us to the SBDC Digital Marketing Lab, where we were schooled in social media marketing. Still today, if we have a question, the SBDC is only a call/email away. The Small Business Development Center gave us the confidence we needed to move forward. It’s a resource every entrepreneur should know about and tap into.