When gyms closed in 2020, fitness professionals everywhere faced an impossible choice: pause their passion or pivot hard. For Jill Fininzio, founder of Ladies of MaxxFit, that moment became the turning point of her career.
Instead of waiting for things to go “back to normal,” she got creative — turning her basement into a full-fledged training space, moving benches and barbells past the couch, and welcoming her most loyal clients into a completely new kind of fitness experience.
What started as a makeshift setup during lockdown has since evolved into a thriving community of women who show up not just for the workouts, but for each other. Through resilience, authenticity, and a deep belief in the power of movement, Jill built more than a business — she built belonging.
Her story is proof that long-term retention doesn’t come from fancy marketing or massive budgets. It comes from connection, consistency, and a willingness to serve.
Here are five lessons every fitness professional can learn from Jill’s journey to create a business that keeps clients coming back year after year.
1. Start Where You Are and Make It Work
When the world shut down, Jill refused to let her clients lose momentum.
“I just kind of took my business into my home and created a gym in my basement,” she recalls. “A lot of my women followed me. I had about five or six clients who were coming to the house… we brought in benches, an elliptical, a Smith machine, rubber flooring, and even used my couch for glute bridges.”
Her resourcefulness not only kept her clients active — it built unshakable trust.
Lesson: When things get tough, your clients will remember how you showed up for them.
2. Build a Community, Not Just a Client List
Jill’s retention strategy wasn’t flashy. It was human.
“I had loyal girls, loyal women that stuck with me and were dedicated to their fitness,” she says. “We still hang out. We still have social gatherings. The women that poured in and the friendships and the support in the community really made the Ladies of MaxxFit who it is.”
That sense of belonging is the foundation of her brand.
Lesson: Clients stay when they feel seen, supported, and part of something bigger than a workout.
3. Know Your Niche — and Own It
“I work well with older adults,” Jill shares. “I love older adults. I volunteer for hospice and Alzheimer’s patients. That is my passion.”
By embracing what she loves most, Jill attracts clients who value her expertise and energy. “It takes a good five years to really build a solid company,” she adds. “You just have to push forward and not give up.”
Lesson: Stop trying to appeal to everyone. The right clients will find you when you lead with authenticity.
4. Keep It Real — With Yourself and Your Clients
When asked what advice she’d give to other trainers, Jill didn’t hesitate:
“Don’t overpromise and underdeliver. You’re not going to change your body in 30, 60, or 90 days. Be patient. Be honest. I tell my clients, ‘We’re not looking at 100 pounds — that’s overwhelming. Let’s look at one to two pounds a week.’”
Lesson: Retention thrives on trust. Be the coach who tells the truth, not the one who sells the fantasy.
5. Lead with Heart, Not Just Hustle
For Jill, fitness is about purpose, not profit.
“It’s not about the money for me. I do it because I love it. I love working with my clients and seeing results. If you’re not going to commit like I am, then it’s just not a good partnership.”
That clarity — of values and vision — fuels her long-term success.
Lesson: Passion and professionalism go hand in hand. Your energy sets the tone for your entire business.
Final Thoughts
From basement workouts to a thriving brand, Jill Fininzio’s story is proof that connection, community, and consistency are the real drivers of retention.
As she says:
“You can’t build a business in a year and expect it to make millions of dollars. You have to push. You have to move. And you can’t give up.”
To hear more, watch the entire interview below.
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