"Focus on building a strong online presence. Put out quality content and educate with a bit of entertainment."
Cynthia Williams, Integrative Nutritional Practitioner, specializes in women’s hormone and gut health while achieving weight loss. With a background in occupational therapy, Cynthia has worked in the wellness industry for over 15 years with hundreds of clients.
She aims to create a network that allows people more avenues and accessibility to reach health and wellness goals. Cynthia’s programs teach women how to live a healthy, sustainable lifestyle with a focus on education, including extensive tools for success in getting healthy. With her unmatched programs, Cynthia was awarded 2020’s Most Admired in Fitness by Today’s Woman.
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Table of Contents
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company.
Cynthia Williams: Thank you for having me! I am an Integrative Nutritional Practitioner who specializes in women’s hormone and gut health while achieving weight loss. With a background in occupational therapy, I have worked in the wellness industry for over 15 years with hundreds of clients.
I aim to create a network that allows people more avenues and accessibility to reach health and wellness goals. My programs teach women how to live a healthy, sustainable lifestyle with a focus on education, including extensive tools for success in getting healthy.
2020 and 2021 threw a lot of curve balls into business on a global scale. Based on the experience gleaned in the past couple years, how can businesses thrive in 2022? What lessons have you learned?
Cynthia Williams: The pandemic made myself and a lot of others evaluate business and life like never before. I think this time reinforced that you have to be flexible and open to new opportunities in your business. You must be able to pivot.
The pandemic seems to keep on disrupting the economy, what should businesses focus on in 2022? What advice would you share?
Cynthia Williams: Again, to be flexible and pivot when it is needed. I think a lot of people get stuck in a certain way of doing things and just keep pushing harder in those ways to make things work. Consistency is key, yes, but sometimes a pivot is necessary.
How has the pandemic changed your industry and how have you adapted?
Cynthia Williams: I am in the fitness and nutrition space. The pandemic changed the culture a lot. Those who never worked out at home prior to the pandemic were forced to and many found that they actually liked the flexibility of it and never went back to the gym. I saw lots of gyms close their doors.
After the first few months of the pandemic, nutrition coaching exploded. Many people gained the “Covid 15” and wanted it off asap! I went from about a 50/50 split of in-person coaching and online coaching, to 100% online during this time, as well. This was good and bad. It was great because I could take on many more clients this way. It was hard because I never left the house, and I lost that connection with clients you develop with in-person sessions.
What advice do you wish you received when the pandemic started and what do you intend on improving in 2022?
Cynthia Williams: Focus on building a strong online presence. Put out quality content and educate with a bit of entertainment.
Online business surged higher than ever, B2B, B2C, online shopping, virtual meetings, remote work, Zoom medical consultations, what are your expectations for 2022?
Cynthia Williams: I think this will continue. There is so much flexibility and efficiency that comes with seeing clients, shopping, conducting meetings all online. When you take away drive time, it creates more time in your day to complete projects, work, etc. I definitely think there is a place for in person meetings, but I believe most can be accomplished online.
How many hours a day do you spend in front of a screen?
Cynthia Williams: Oh gosh. I really hate to answer it, but on average I would say 6-7 hours. I can completely run my business from my phone and iPad.
The majority of executives use stories to persuade and communicate in the workplace. Can you share with our readers examples of how you implement that in your business to communicate effectively with your team?
Cynthia Williams: I’m not necessarily doing this with a team, but I certainly believe in the power of using stories to convey an important message. When I am working with clients, it is helpful for them to hear that I have helped others that have been in a similar situation and that they aren’t a unique case. When I can share stories, it helps them not feel so alone.
Business is all about overcoming obstacles and creating opportunities for growth. What do you see as the real challenge right now?
Cynthia Williams: INFLATION! The cost of everyday living is so high—gas, groceries, utility bills. It is hard to make ends meet for most, so amenities like nutrition coaching, gym memberships, etc., are some of the first to go when things get tight. I try to help clients with shopping on a budget, planning meals, and overall budgeting for health goals, so that they don’t give up on themselves when the bank account gets tight.
In 2022, what are you most interested in learning about? Crypto, NFTs, online marketing, or any other skill sets? Please share your motivations.
Cynthia Williams: Definitely online marketing.100% of my business is done through online sales and marketing. Learning the new trends, how to create ads that speak to and are relatable to my target audience is huge, as is constant research. This is something myself and my team are consistently working to improve upon.
Yes, of course, I want to drive sales, but I also want to provide education and value to clients. For us, it is learning how to present this info in a manner that women can identify with.
A record 4.4 million Americans left their jobs in September in 2021, accelerating a trend that has become known as the Great Resignation. 47% of people plan to leave their job during 2022. Most are leaving because of their boss or their company culture. 82% of people feel unheard, undervalued and misunderstood in the workplace. Do you think leaders see the data and think “that’s not me – I’m not that boss they don’t want to work for? What changes do you think need to happen?
Cynthia Williams: I am lucky to have a job, career, and business doing exactly what I love to do. You don’t go into or stay in this field for the money. Those that do, don’t last. I am also lucky to be my own boss. It takes a lot of hard work, perseverance, and thick skin to start a business. I think more people need to understand that. I think being an entrepreneur is somewhat glamorized these days, which gives unrealistic expectations.
The first 3-5 years of starting a business, you don’t get a paycheck. Where I am going with this is, if you hate your job, then absolutely do something you love, but make sure you are ready to work.
On a lighter note, if you had the ability to pick any business superpower, what would it be and how would you put it into practice?
Cynthia Williams: The ability to scale my business without losing any authenticity or personal touch. I really want to build a large landscape to help women live their best life, while feeling connected to me and others in the program at the same time.
What does “success” in 2022 mean to you? It could be on a personal or business level, please share your vision.
Cynthia Williams: Success for me is being recognized and acknowledged in my industry as a strong, smart, and successful nutritional practitioner. The ability to earn respect from those you look up to while respecting yourself is such a big marker of “making it” to me.
Jed Morley, VIP Contributor to ValiantCEO and the host of this interview would like to thank Cynthia Williams for taking the time to do this interview and share her knowledge and experience with our readers.
If you would like to get in touch with Cynthia Williams or her company, you can do it through her – Linkedin Page
Disclaimer: The ValiantCEO Community welcomes voices from many spheres on our open platform. We publish pieces as written by outside contributors with a wide range of opinions, which don’t necessarily reflect our own. Community stories are not commissioned by our editorial team and must meet our guidelines prior to being published.
