Entrepreneurial Journey: Ethan Savage

Ethan applies sport-specific strength and conditioning principles alongside the benefits of training like an athlete to improve lifestyles and personal development, as well as offering injury rehabilitation and movement health.

Ethan's Journey

Although he had played hockey and rugby at school and now competes as an amateur in strongman competitions, Ethan discovered it was the whole idea of training and personal development that interested him rather than playing the sports themselves. 

So having graduated in English Literature from the University of York, he went home to Northern Ireland determined to follow his dream to work in the fitness industry.  To fund his professional qualifications, he set up an interim business as a website and logo designer while being employed part-time as a social media manager.  As soon as he qualified in November 2020, he officially launched All-Strong Strength and Performance.

“After graduating, I tried out a few personal trainers myself but I always felt there was something lacking.  The ‘individual’ programme I got for my training was pretty much the same as other people were getting - and it seemed that once we had that programme, that was it, there was nothing else, no longevity and no sense of progression."  

"I saw a gap in the market for that truly personal, one-to-one offering with the additional backing of my enhanced qualifications in strength and performance to show the benefits of more individual, one-to-one conditioning that would also help people feel more confident in their everyday life.”

Ethan says his decision to rent space at the Lifestyle Fitness gym in Ballymena has been vital in getting his business off the ground. 

 “Basing my business inside a gym meant that I was surrounded by potential clients all the time.  That has been key for me, particularly during the first year, because getting in front of your ideal clients naturally increases your chance of success. I am continually able to develop relationships with people so that, even if they aren’t ready at that moment in time to hire me as a personal trainer, they get to know and trust my knowledge and then come to me if, for instance, they have a sports injury or they’re experiencing joint pain, sciatica or perhaps have confidence issues, weight problems or posture complications.”

Using technology to enhance my offering

“My business is based on the personal, one-to-one approach but I wanted to ensure that I could keep in touch with my clients in between sessions with reminders and goal setting, so I turned to technology and set up an app.  This is where everyone can find their individual fitness programme."

"It also lets me know where they are and how well they are doing.  I can look at those metrics to plan out their next session or to amend their programme as required.  For me, it’s all about building that intensely personal programme, making sure they know exactly what they’re doing and why, when they need to train plus reminding them of correct technique to avoid injury.”

Challenges

From a practical point of view, the biggest challenge I faced setting up my business was knowing when to leave employment in order to fully commit to it and the financial struggles that came with it.  It’s a pretty scary decision to make, especially as I had bought a house when I was doing my fitness qualifications and so I had a mortgage to pay.  I spent 11 months being employed after setting up my business before I felt able to go fully on my own.

Mental endurance is key - and for any entrepreneur I think you have to acknowledge that it may well be tough for at least a year before you start reaping the benefits of your hard work.

I’ve also had to find my inner stoicism when people have asked me to travel to other gyms, some distance away, to train them there.  I have personally decided that it’s important to stick where I am.  It’s better to draw people to me than feel I have to flit around all over the place trying to offer something I didn’t set out to do.

Words of advice

It takes a strong will to be an entrepreneur so you need to have belief in yourself. The way you do business, your methods, are better advertisers than any form of outreach or social media engagement.

Good work markets itself, so make sure you’re doing what you want to do because you’re good at it and you enjoy it. Also, once you start, stick to your plan. Don’t bend to what other people think you should do. If you’re confident you’re on the right track, you will create a solid lifestyle.

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