How Anne Mahlum’s unique approach and resilience helped her create a successful boutique fitness chain, Solidcore.
Anne Mahlum, the spiky-haired, tattooed entrepreneur, made a name for herself by defying convention and standing out from the crowd. She founded Solidcore, a boutique fitness chain, in 2013, and within a decade, she sold it for a staggering $88.4 million. Mahlum attributes her success to her refusal to blend in and her ability to amplify the uniqueness in everything she does. In this article, we delve into Mahlum’s journey, exploring the challenges she faced and the lessons she learned along the way.
Building a Fitness Empire:
Mahlum’s journey began with the transformation of a taxing Pilates workout. She recognized that the existing marketing for Pilates was often “cute” and dainty, concealing the true intensity of the exercise. Mahlum decided to rebrand and create a national brand that focused on physical strength. Solidcore’s classes push participants to reach second-stage muscle failure while being motivated by energetic coaches in blue-lit rooms. This innovative approach propelled Solidcore to become a fitness empire with over 100 locations across the United States.
The Drive Born from Adversity:
Mahlum’s drive and determination can be traced back to her childhood. At the age of 16, her parents divorced after her father gambled away their family savings. To regain control over her life, Mahlum turned to running and developed a hyper-focus on controlling her own destiny. Her fear of being hurt became the fuel that propelled her forward. Mahlum’s unwavering commitment to overcoming adversity became a driving force in her entrepreneurial journey.
Empathy and Discipline:
While Mahlum’s relentless pursuit of success helped her build a fitness empire, it also brought its fair share of legal and professional battles. Solidcore’s first location in Washington D.C.’s Adams Morgan neighborhood closed after a year due to noise complaints. Mahlum faced lawsuits from former business partners and an ex-boyfriend claiming ownership of Solidcore. However, Mahlum managed to resolve these disputes through mediation.
In 2020, the fitness industry faced a severe downturn due to the pandemic, leading Mahlum to lay off multiple employees who had played a crucial role in Solidcore’s early success. This decision, coupled with allegations of a toxic workplace environment in a BuzzFeed News report, led to an employee petition for Mahlum’s resignation. In response, Mahlum called for an independent investigation into Solidcore’s culture. Despite these challenges, Mahlum remained CEO until April 2021 and executive chairwoman until earlier this year.
The Power of Boundaries and Empathy:
Mahlum’s experiences taught her the importance of balancing her drive with boundaries and empathy. She realized the impact her decisions had on employees’ lives, not just professionally but also socially and personally. Mahlum recognized the need to create a successful environment for Solidcore while also considering the well-being of her team. This introspection led her to develop a leadership style that was tough and demanding yet empathetic and understanding.
Conclusion:
Anne Mahlum’s journey from a troubled childhood to building a successful fitness empire is a testament to her resilience, determination, and refusal to conform. Her ability to find the uniqueness in things and amplify them has been instrumental in her success. While she faced legal battles and allegations of a toxic workplace, Mahlum’s experiences taught her the importance of empathy and setting boundaries. As she moves on from Solidcore, Mahlum’s story serves as an inspiration to entrepreneurs who dare to stand out and forge their own path to success.
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