Today, Dennise leads a thriving online fitness community, all while working a full-time corporate job. Her story is a powerful reminder that building a meaningful fitness business doesn’t require a huge budget, a massive social following, or giving up everything to go “all in.” Instead, with a little creativity and a lot of heart, you can grow a fitness career that fits your lifestyle—and serves others exactly where they are.

Lesson 1: Don’t Wait for Perfect—Start with What You Have

When Dennise first started offering classes online, she kept it incredibly simple: Zoom for live sessions, a registration system that worked for her, and easy payment collection. “You don’t need all the fancy platforms or expensive lighting,” she explains. “Start small. Focus on delivering value, not perfection.” For her clients, the experience wasn’t about flashy production—it was about showing up and moving their bodies safely and consistently.

This approach helped her overcome the trap of comparison. “I see new trainers blow their whole budget trying to look like fitness influencers,” she says. “But most of those people aren’t actually making money. You don’t need a studio or a six-pack. You just need to show up, do your job well, and care about people.” Dennise’s business grew not because of aesthetics, but because of consistency, trust, and her ability to keep things personal.

Lesson 2: You Can Build Community Through a Screen

One of Dennise’s biggest concerns was whether she could create meaningful relationships in a virtual setting. But that worry quickly disappeared. “You absolutely can build community online,” she shares. “We check in on each other, celebrate birthdays, grieve together. I know my clients’ kids’ names and what they’re dealing with. We’re still connected—just in a different way.”

In fact, going virtual made her more intentional about connection. Since she couldn’t rely on in-person energy or body language, she focused even more on personalized coaching, eye contact through the screen, and maintaining engagement. She also reminded her clients that virtual didn’t mean “less than.” They were still accountable, still supported, and still part of something bigger.

Lesson 3: Safety, Simplicity, and Adaptability Come First

One of the most impressive aspects of Dennise’s virtual studio is her commitment to safety and accessibility. As someone who began her own journey at 250 pounds, she understands how intimidating fitness can be. “I took a step class that changed my life,” she says. “I want to create that same opportunity for people—whether they’re in a gym or at home with soup cans and a chair.”

Lack of equipment isn’t a barrier in her eyes. She offers modifications for all fitness levels and encourages her clients to use whatever tools they have. And she’s serious about form and safety. “I tell people, ‘If I can’t see you, I can’t coach you.’ That’s why I ask for cameras on during workouts and give very clear cues.” Her background in in-person teaching gave her the skills to adapt her cueing style for the online space, making classes feel just as personal and effective.

Lesson 4: Build a Business That Works for You

Dennise’s story isn’t about leaving a job or scaling to a six-figure brand—it’s about creating something sustainable, meaningful, and aligned with her life. She teaches on evenings and weekends, outside of her 9–5, and keeps her business lean and protected. “Make sure your insurance covers what you’re actually doing,” she warns. “Virtual and in-home training are different—and you need to know what applies to you.”

She also urges fitness professionals not to let perfectionism delay their progress. “There’s an emotional and financial trap to trying to get everything ‘just right.’ You don’t need to go broke trying to impress people. Just serve your community well, and the rest will follow.”

Launch Your Own Fitness Career—Without the Overwhelm

Dennise’s journey proves that starting small, staying focused, and showing up for your clients can lead to real success—on your terms. Whether you’re interested in personal training, teaching group fitness, or adding specialty certifications to your toolkit, AAAI/ISMA is here to help.

For over 35 years, AAAI/ISMA has helped fitness professionals launch and grow their careers through accessible, affordable, and high-quality education. With in-person and virtual certifications across 30+ specialties, we’re committed to giving you the tools you need to build a business that works for you.

🔗 Get certified or add a new specialty today

📣 Connect with Dennise: https://dennisejonesfitness.com