Dearest Blue Crew,
Hope you’ve enjoyed your summer. I was grateful to get away for my first real vacation since my honeymoon 15 years ago. Little did I know when I started a business at the age of 30 that I’d put so much on hold to invest every ounce of my being into making it a success. I also had no idea the burnout I’d feel after trying to keep it afloat during Covid. It felt great to take a break, spend time with my family and experience a new part of the world.
My summer travels also provided a new perspective. Never have I been more committed to my mission of helping people feel better by providing them with fitness that feels good. The more time I spend on Instagram, the more disheartened I am by all the toxic fitness and f*cked up messages I see. Not only are the (very filtered) visual expectations messed up, but the advice and workouts being suggested and shared are also so dangerous. I really don’t believe that most trainers/instructors/”experts” a) are really knowledgeable about what they are doing and b) if they do, the desire to look “cool” or “innovative” or “super ripped” supersedes the responsibility they have to do right by people and not disseminate information that is harmful to the body or mind.
I could focus on this all day long but choose not to because it stresses me out. Instead, I choose to focus on how this lack of knowledge and “client-first” approach in the fitness industry is an opportunity for Alkalign to make a difference. I’m also focused on how we can continue to offer this best-in-class training to anyone who chooses to take advantage of it.
Thanks to Covid, we have robust Livestream and On Demand offerings which allow us to offer Alkalign to anyone in any time zone at a much reduced cost compared to a brick and mortar model. We have also launched our pay-what-you-can memberships and instructor scholarship programs to make Alkalign even more accessible. Hooray!
No thanks to Covid, the demand for in-person classes has diminished significantly. We closed 3 physical locations and the future of the Los Altos location is dependent on how things go this fall. I honestly don’t know what will happen with the return to school. I hope it’s a renewed opportunity for routine and a restored commitment to self-care. I hope it’s a reminder for all those who have been gone awhile, that in-person classes are really friggin’ fun and that it’s never too late to begin again.
There is much out of Alkalign’s control. What I do know is this:
I really believe in Alkalign. I know I’m slightly biased, but I’ve felt the difference in my body. I’ve noticed the difference in my mental health. I’ve witnessed the transformations in body and mindset in our clients.
I really believe in my team. I know myself and know that I will stop at nothing to ensure that we always stay true to our mission and never sacrifice the integrity of our offerings for fame or fortune. I can say the same for my team. Integrity is our middle name.
I really believe in the Blue Crew. As frustrating as Covid has been and as much as it’s impacted “the business” part of Alkalign, it has buoyed my belief in humanity. The Blue Crew is a collection of good people. The Blue Crew is kind. The Blue Crew is supportive. The Blue Crew shows up for others. The Blue Crew values a holistic approach to self-care. The Blue Crew appreciates the value of Alkalign. The Blue Crew wants to share Alkalign with others. Help us grow the Blue Crew by referring a friend.
It Doesn’t Have to Hurt to Work. Physically, mentally or emotionally. You can exercise without pain. You can eat without shame. You can look at yourself in the mirror without judgment. Life is long and there is no sense in burning out your body or doing long-term damage to your joints or your self-esteem for short-term gains that are detrimental to your health.
Alkalign is swimming upstream. Alkalign is not flashy. Alkalign is not an ego-based exercise. And we certainly aren’t a fleeting fad, at least we hope not!
Alkalign is pursuing the road less traveled in this industry and in all honesty, it happened by accident. I didn’t set out to be “disruptive”, it’s just what unfolded after years of living and working in a toxic industry. Once I realized how dysfunctional the fitness industry was, I had three choices.
1) Stay the course – which at the time meant promoting the “longer + leaner = stronger” and “a moment on your lips, a lifetime on your hips” messaging.
2) Leave and pursue something else entirely, which felt like abandoning my clients and team.
3) Stay in the industry and do my part to change what I could for the people who value it. And here we are, 7+ years later.
We hope to continue our mission for decades to come. In order to do that, we need your support. If you are local to the Los Altos studio, come take class. If you’re online, sign up for a membership. And most importantly, pay it forward. Share your love of Alkalign with your friends. Even if the practice itself isn’t part of your current routine, you can help spread the word to others who you think can benefit from who we are, what we do and why it matters.
xo, Erin
