San Diego Business Journal November 2007
ENTREPRENEUR PROFILE: ADDIE MERRILL
By Knight, Emily
San Diego Business Journal
Monday, November 5, 2007
Addie Merrill, owner of Addie's Studio, turned her dedication to fitness into a plan for her own business after several years of providing personal training at gyms.
She wanted to address the lack of individual attention and positive atmosphere she saw at many other gyms.
"I wanted a place where clients could enjoy working out, with an educated personal trainer by their side, in a non-intimidating environment."
At the age of 24, Merrill took out a loan from her family to start Addie's Studio, and seven years later her decision to jump feet-first into starting a small business has paid off in a loyal employee and client base.
VITALS
Name: Addie Merrill
Title: Owner.
Company: Addie's Studio One on One Inc.
Company address: 4440 Ingraham St., Pacific Beach 92109.
Telephone: (858) 483-2711.
Year founded: 2001.
Prior business experience: Worked as a personal trainer.
Average hours worked weekly: 40-50.
Source of startup capital: Loan from grandfather. Happy to say that it was a five-year loan that I paid back in three!
2006 revenue: $550,000.
2005 revenue: Not available.
Number of employees: Nine.
Web site: www.addiesstudio.com.
BACKGROUND
Birthplace: San Diego.
Education: Completed some work at Cal State San Bernardino.
Age: 31.
Current residence: Pacific Beach. Family: Husband, Tyler Merrill; children, Reese, 3, and Tatum, 15 months. Hobbies: Spending time with family, working out.
JUDGMENT CALLS
Reason for getting into business: I began to study nutrition in college, in part because of my own lifelong struggle to control my weight, and to better deal with athletic injuries. Then in 1995, my father suffered a traumatic brain injury that forever convinced me of the importance of health and fitness - and the need to help others improve their lives.
How I plan to grow the business: Looking to expand over the next five years into new San Diego locations.
Biggest plus of business ownership: The flexibility it provides, and the knowledge that I am doing something that directly benefits others.
Biggest drawback: Finding a balance between work and family.
Biggest business strength: We have made it a priority to create a work environment that benefits our trainers. We offer health insurance, stability, and provide our trainers with clientele, and extended educational and growth opportunities.
Biggest business weakness: Developing a team of employees that are as passionate about Addie's Studio, its potential and its vision, as we are.
Biggest risk: Starting the business at 24 years old with no prior business experience, or a business plan.
Smartest business decision: Bringing my husband, Tyler, into the business - he brought a whole new set of skills, particularly with regard to rehabilitation, that are a tremendous asset to the company.
Biggest business mistake: Several years ago, we ignored market trends and over expanded. Now we know that slow, steady steps ... are best.
Toughest career decision: Making the transition away from training clients (my first love) toward the full-time management.
Biggest ongoing challenge: Raising awareness and differentiating ourselves from the competition by highlighting our specialized fitness programs, including multiple sclerosis fitness, multiple sclerosis yoga, and fitness for seniors.
The most important part of my business: The rapport and relationships our trainers cultivate with their clients.
My business works best when: We effectively communicate and demonstrate our key value to new clients by including them in our company culture.
Best way to stay competitive: Stay ahead of industry trends. In this industry, it is crucial to be flexible and willing to take risks.
How I measure success: Client retention and trainer performance reviews. If my training staff is happy, our clients are happy.
GOALS
Goals yet to be achieved: I would love for Addie's Studio to be recognized as a top San Diego employer, particularly with regard to employee satisfaction.
I would sell my business only if: A family emergency required me to sacrifice my business.
Guiding principles I will continue to follow: Maintain our customer service, integrity, honesty, and respect for each other while we evolve and grow.
