As a young woman, Maarit Koskinen didn’t heed her mother’s warnings about the difficult path of an entrepreneur; instead, she set out with determination to make her dreams come true, one step at a time. Today, Maarit works as a physical therapist and runs a fitness center—and the best part is still seeing her clients’ smiles.
Maarit grew up in a family of track and field athletes; her mother was a javelin thrower and her father had a long career as a coach. Maarit was involved in sports throughout her youth, both as a hobby and competitively. By the time she was choosing a field of study, however, Maarit had had enough of sports and decided to train to become a childcare worker, as she has always had a strong desire to help others.
Soon, her passion for exercise was rekindled, and Maarit went on to study to become a fitness instructor and then a physical therapist. Around the same time, Maarit began dreaming of starting her own physical therapy practice and discussed the idea with her parents, who dismissed the idea of entrepreneurship as too risky.
So Maarit ended up starting a physical therapy business without her parents’ knowledge. As the business began to grow, her parents’ attitude toward her entrepreneurship changed, and in fact, Maarit’s own mother still handles the bookkeeping for her company to this day.
Maarit now has twenty-three years of experience as an entrepreneur under her belt, the last six of which she has spent as an EasyFit entrepreneur.
A One-of-a-Kind Fitness Center
Maarit also dreamed of incorporating a gym into her business, but finding a space suitable for running a versatile fitness center proved to be a challenge. The best locations and lease agreements seemed to go to large chains. However, joining a larger chain or becoming a franchisee was not a given for Maarit.
– When an EasyFit representative asked if I’d be interested in becoming a franchisee, my first thought was that it wasn’t for me.
Through these discussions, Maarit came to understand what EasyFit entrepreneurship was all about. She had the opportunity to influence the range of services, choose the exercise classes, and continue working as a physical therapist. Another plus for Maarit was that the EasyFit chain is a Finnish company. Her enthusiasm for franchise entrepreneurship began to grow. Ultimately, the key question was how a single parent could finance the launch of a fitness center without significant personal assets.
– The negotiations with the bank lasted a couple of months, but the chain provided strong support in planning the financial aspects. In the end, we convinced the bank, and I was able to secure the loan I needed.
Maarit became an EasyFit entrepreneur at the Kaari Shopping Center in Kannelmäki, Helsinki. The gym, physical therapy services, and group exercise classes came together to form a well-rounded whole—a fitness center that reflects Maarit’s vision.
EasyFit Kaare quickly became a remarkable success story. Maarit’s active and caring presence at the center, both among customers and staff, fostered a strong sense of community at EasyFit Kaare, and more and more customers found their way to EasyFit Kaare through recommendations from friends.
The Coronavirus Conqueror
Then the COVID-19 pandemic hit us hard, and all our hard work went down the drain. Restrictions on gyms brought new customer acquisition to a standstill and led to a significant loss of customers.
However, Maarit decided right away that she wouldn’t give up. She came up with new ways to provide services to her customers, such as digital fitness classes. In addition, Maarit wanted to keep her employees on board until the very end. The vast majority of customers, in turn, wanted to show their support for Maarit, and they are maintaining their customer relationships throughout the COVID-19 pandemic.
“During the pandemic, Maarit was more than just an employer to us. She always took the time to ask how we, her employees, were holding up in this situation and wanted to make sure we were getting through it,” says Jenni Nickberg, a personal trainer at EasyFit Kaari.
So the turmoil caused by the coronavirus didn’t discourage Maarit. In the midst of the pandemic, she even took on a new challenge and opened a second EasyFit center in Pitäjänmäki, Helsinki. Now she has her sights set on a third EasyFit center.
Chain support
In Maarit’s opinion, EasyFit is an excellent franchise that offers entrepreneurs a wealth of useful tools, training, a strong brand, and marketing support. She also understands that entrepreneurs can’t just pick the best parts of the job. Maarit, who isn’t afraid of hard work, was named EasyFit Entrepreneur of the Year in 2018.
Through the network, she has also met fellow entrepreneurs with whom she has been able to exchange ideas and seek peer support during difficult times. Maarit still feels that the support from the network is strong.
“The EasyFit chain is like a second family to me. We’re constantly in touch with chain management and our colleagues, and I never feel like I have to tackle business challenges or come up with ideas for growth on my own,” Maarit says.
Her customers’ successes and smiles fuel her entrepreneurial spirit
Maarit herself draws strength from her family and from her work alongside great employees and wonderful customers. She still leads the exercise classes herself.
“Sometimes it’s really tough, but when I see the smiles on people’s faces during my exercise classes, it gives me a boost of positive energy, too. You can’t put a price on that,” Maarit sums up.
The same is true the other way around, says Sanna, a long-time customer of EasyFit Kaari.
– Maarit is like the sun! She’s always smiling, with a twinkle in her eye as she comes up with new ideas. The atmosphere at the gym is so great that it feels like a second home to me.
Maarit’s dreams have come true step by step, but of course nothing has come for free. In Maarit’s case, it has required passion, perseverance, and hard work day after day, but as Maarit herself says with a smile: “I wouldn’t trade a single day for anything.”
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Do you also dream of becoming an entrepreneur in the fitness industry? Don't wait— read more. This could be the start of your EasyFit story.