Today we’d like to introduce you to Elizabeth Skwiot.
Elizabeth, please share your story with us. How did you get to where you are today?
In 2001, I stepped off a flying trapeze platform at what is now the Circus Center of San Francisco. I fell in love – not only with flying through the air but with the entire community and with how circus training made me feel. In fact, I left graduate school early with a Master’s degree (I later returned to finish my doctorate at UC-Davis) to pursue my passion in the aerial arts. Not long after, I started teaching English and Spanish as an adjunct instructor at several colleges in Minneapolis. To make extra money, I got certifications as a Pilates instructor and personal trainer. I immediately saw how circus training could add a new functional dimension to all the standard exercises people typically did. I invented an adjustable trapeze bar (you can use it keeping your feet on the ground) and developed hybrid programs that blended aerial arts and fitness. My clients loved it, and the feedback I received convinced me I needed to bring circus-inspired fitness training to market.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
It has been challenging, even with the popularity of aerial fitness. The primary challenge has been educating the public on the uniqueness, value, and accessibility of what we offer. Some of the struggles have been that people think what we do is aerial yoga (it’s not), or they get intimidated (I’ve trained clients in their 70s), or that it’s too easy (I’ve had professional circus performers and athletes challenged by our program). Whenever you are introducing something new to the market, there’s a learning curve. In addition, our primary customers are studios and trainers as we focus our business on our professional training. Cirque-It Fitness is essentially a ’boutique studio in a suitcase.’ Trainers can take our program from studio to studio, and a single gym can add us to their class offerings without having to take up extra space. We’re alone in promoting this type of model in the fitness industry, so again, there’s an education piece when you are offering a product and service that haven’t existed before.
Alright – so let’s talk business. Tell us about Cirque-It Fitness – what should we know?
Cirque-It Fitness is circus-infused circuit training–a ’boutique studio in a suitcase’ that studios and trainers can implement into their existing facilities to differentiate themselves in the competitive fitness market. Our model is specialized small-group training, so trainers and studios make more than they would with personal training, but clients pay less and still get high value. I co-founded the company with Dreya Weber who is arguably the most renowned aerial choreographer in the world (credentials include P!nk’s Grammy performances along with those of many other pop stars, Teatro Zinzanni, and Michael Jackson’s This is It), and I co-wrote the manual with Linda Shelton who developed BODYSHRED with Jillian Michaels, co-wrote STRONG by Zumba, is an inductee in the National Fitness Hall of Fame, etc. Both Dreya and Linda have accolades too long to list here! The trapeze I co-invented is now patented, and physical therapists, coaches of Olympic medalists, and even a former NFL player have offered testimonials on the quality of the workout itself. Along with being approved by ACE, NASM and AFAA for continuing education, the fact that people of such high caliber are on the team AND have endorsed the program is probably what I’m most proud of. I know we have something truly unique that makes people’s lives better and is a ‘win’ for everyone, and I honestly feel we have the best workout currently available in fitness.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
In addition to Dreya and Linda, Dana Shertz serves as an advisor, and it’s great to have the ear of someone so experienced in business. I am also a graduate of the San Diego Sport Innovators’ (SDSI) Springboard (now Accelerator) program. This program has been fundamental in my education as a businesswoman. Through this program, I had an entire team of quality mentors for 20 weeks, and I still call on those mentors and other SDSI members for advice and guidance. If anyone in the sport & active lifestyle industry is looking for support, I cannot recommend SDSI enough.
Contact Info:
- Website: https://cirqueitfitness.com/
- Phone: 833-2Cirque
- Email: train@cirqueitfitness.com
- Instagram: https://www.instagram.com/cirqueitfitness
- Facebook: https://www.facebook.com/cirqueitfitness/
- Twitter: https://twitter.com/cirqueitfitness
- Other: https://ifundwomen.com/projects/cirque-it-fitness
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