Gym owner Sheli McCoy talks to us about the challenges of being a female business person and athlete, and how CrossFit has helped shape her into a strong, fearless woman.
First of all what a year it has been to be a gym owner! How have you handled the challenges the pandemic has thrown at you and how have you been keeping your members motivated?
For those who have followed my story they will already appreciate what a challenge it was to even have the gym operational in the first place and then to be hit with the challenge of maintaining a 130 strong membership community we created over only 10 weeks of being open was certainly not for the faint hearted. Its been the Best/Worst year … Ill explain myself here, imagine being a new gym owner set with 1 business model, 1 structure , 1 operations model, 1 rota, 1 management strategy in a blank canvas with a dream of a busy floor… then imagine having to evolve that business plan , again and again and again whilst still learning how to manage the behind the scenes, learn how to help others remotely, learn how to deliver a new service with new rules almost every month for a year … what a development task I’ve faced and im the better for it. I know my members face by face, I know every possible strategy to support the growth of Sweatbox health hub and I now know that if we as a team can survive this year long challenge then we can survive and thrive in the future world 2.0
We operate 3 zoom classes a day between myself, my business partner and head coach Sam and our team Joe and Evy. We check in with members over calls, messages and zooms. We offer help, guidance for nutrition, home plans, step challenges etc and we hold those who join us accountable if their absence becomes noticeable over the week. We have fun with everyone and we always share real life with our own motivation for our sport.
How did you get into CrossFit and what made you want to open a gym?
This is a very long story which can be heard over many a podcast if anyone wants to know the depths of the reasoning but in the nutshell version ; I was a very unhappy and broken young girl, I was unhealthily overweight, at a low point of my life from an abusive relationship with zero self confidence or worth and desperate to find a way forwards to be a better person for myself and my family. I fell involve with the pain at first and then came the feelings of accomplishment and I slowed started to heal and grow and shine again.
I wanted to open the doors to a place that maybe one day might save someones life just like the place I walked into did, ill always be grateful for it and they probably have no idea of the magnitude of what they did for me and my life, I want to give that back or at least create an environment that it could be possible.
What are the main challenges to being a female gym owner and how to do you tackle them?
I won’t let myself believe my gender specifically plays a role in my challenges of being a business person or a gym owner. I believe if I show up, work hard and build a team of talented individuals to provide the best of service and care then gender is immaterial. Once a male entered the building and questioned me by saying “Hello sweetheart, is the boss man here”… I just presented my hand confidently and replied “How may I help you sir, I am Sheli, the boss man” I feel its the best approach to ignorance, Plus his reaction was priceless and I like a little comedy effect.
What would be your advice to other women looking to become gym owners?
Do your background work on your demographic, your location is paramount and never put profit before passion as you embark on what will ultimately be the most rewarding venture of your life if you get it right. The women I know who own their own gym or health facility are all inspirational characters who have taken their place in the industry and rightly so, I look forward to knowing more.
Gyms can sometimes feel intimidating to first timers, how do make your gym more welcoming for those trying out CrossFit for the first time?
We have a set welcome process that means all new comers will specifically be attending day 1 to meet a coach first for a little tour, a chat and some basic goal setting to establish a realistic entrance to their fitness plans with us and to make sure they feel comfortable and welcome. We all smile and introduce ourselves to every person no exceptions and we follow up post class to make sure they feel supported. It's simple on our side as coaches really, its the courage it takes to actually get their in the first place that’s admirable.
As an athlete do you ever feel disadvantaged as a female, how do you overcome this?
No I can’t say I ever have or would. My body is my armour, its amazing and has done some epic things over my years in Crossfit. The fact that I am female doesn’t effect my ability to work hard, to focus, to show up and to push my own capabilities. It just means that once im done with this direction I may choose to fulfil other aspects of my bodies capabilities, I wonder if men ever feel disadvantaged about that?
What is the best thing about being a strong woman (both mentally and physically!)?
Thank you for implying that I am a strong women. I guess my thoughts on this are that being a strong women doesn’t mean I don’t feel the same raw emotions like others women do, or that I don’t have days i feel overwhelmed or mentally drained, I think it just means I have the fortitude to endure, I chose to walk forwards regardless of the obstacles. I will withstand these tests and use them each as bricks to build my own staircase to where I wish to be. Physically as a strong person I am protected, the Moto of SweatBox is actually “Live Stronger, Live Longer”. I think my physical strength helps me feel more confident.
Do you think CrossFit promotes a good body image for women? How does it make you feel about your body image?
I think Crossfit promotes a great training methodology for fit and healthy individuals. The bi product of that training will only result in the most common “body Image” debate for a female if she chooses to accept Crossfit as a full-time career and train as a full time athlete thus developing the necessary athleticism and body type to compete and hold her own. In my own personal opinion useful bodies are beautiful in all shapes, sizes, colours, genders and abilities. I think the inclusivity of Crossfit and its community can highlight that well also and celebrate everyones achievements.
My body is the product of effort, struggle, success, failure, focus and commitment. I love my body for what it can do and so I look at it with pride and I am unashamed. I used to worry what others, particularly men would say when I was outvwith a gym environment, like in Tesco wearing a vest and shorts, but the harder I work to be a better athlete the thicker my skin seems to get, which is handy really because people love to pass opinions don’t they?
Finally tell us about a time in CrossFit when you felt fearless
The truth here isn’t as thrilling or inspirational as I would like to write, it would be complete pretend. I never actually feel fearless, I always have that spike of anxiety, the rush of excitement and fear of the unknown but I am prepared to fight regardless. I feel every single second of my struggle but I contain it. I look calm and focused and I can deliver. Crossfit gives me the opportunity to overcome fear, its a privilege the pressure we face out on that floor and I walk out there with the strength of every day I’ve faced before that day and the courage to either win or to learn.
