Michelle Epstein, founder of Elle On Demand, has been a leading fitness expert in Toronto since opening Elle Fitness and Social in 2005. She is known for her innovative and challenging programming as well as her dynamic energy to push you through every rep. Michelle is the best friend you didn’t know you needed kicking your butt, encouraging you to push yourself to the next level, and changing your at-home fitness game forever.
What is your favourite part of what you do?
Simply put – I love making a difference in someone’s day – if I can make someone feel good, get them to move when they might not otherwise find the motivation, I have done my job. Whether in person or online I get so much joy from a breathless collapse to the mat or a triumphant sweaty selfie.
Who or what keeps you motivated in business and in life?
In business I am consistently motivated by my fellow female fitness entrepreneurs – those women who devote their lives to the health and well-being of others, the different ways we build community and the similarities we share in how we prioritize that connection. I am also insanely lucky to have the most incredible business partner who pushes me to be my best every day – her work ethic, creativity and integrity have enabled us to survive the most challenging year we have ever faced.
What are you most proud of?
I am proud of the community that has built around Elle. Initially around the physical studio, creating a safe space for women where they can get fit, have fun and connect with other women. And now a broader community online, giving women the opportunity to feel a part of something special, to feel supported and find success with their fitness goals.
What do you have going on right now that everyone should know about?
Right now, we are working hard expanding our virtual fitness platform Elle on Demand. The response once we launched was immediate and overwhelming and we are continuing to grow our online community and our library of offerings. Somehow, we have been able to bring the same energy found at the studio to our online classes and the result is magical as women, now from all over the world, are discovering our workouts and joining in on the fun. Being forced to pivot, to try and launch a new business while trying to save my current business has been incredibly challenging, but what we have been able to create as a result is something to be proud of and I can’t wait to see it blossom.
