Alana Van Der Sluys, Founder of Freedom with Food and Fitness
Name: Alana Van Der Sluys
Founder: Freedom with Food and Fitness
Who is Alana Van Der Sluys?
ALANA VAN DER SLUYS is a Certified Intuitive Eating Counselor, TEDx speaker, eating disorder survivor, and the founder of Freedom with Food and Fitness. She is dedicated to empowering women to heal their relationship with food and their bodies to step into their potential, take up space, and pursue true health. She currently hosts the Finally Free Podcast, and her debut book– Freedom with Food and Fitness: How Intuitive Eating is the Key to Becoming Your Happiest, Healthiest Self–will be released with Urano World USA on November 7, 2023. She is a contributing writer for several national publications, including the National Eating Disorder Information Centre (NEDIC) and Best Holistic Life Magazine. She was also, most recently, a panelist and speaker for the Speak Up Women’s Conference in April 2023.
In less than three sentences tell us about your company and what you do.
Freedom with Food and Fitness is a virtual coaching business where I offer 1:1 and group coaching on the anti-diet philosophy of intuitive eating. I work with clients (mostly women) who are dissatisfied with their bodies, have failed with diets, and/or suffer with binge, emotional or overeating to heal their relationship to food and their bodies so they can pursue health and a guilt-free relationship with food.
What does BEING a FoundHer mean to you?
It means taking my journey and my continuous evolution as a woman and business owner and using it to help other women who have had similar struggles to my own so that we can all lift up one another as women. I've made my mess my message and my passion is to help other women see their value and purpose beyond a goal weight.
How do you support other female founders and women in business?
I'm a part of many Facebook groups and have done virtual talks with Women Business Owners and Speak Up Women. I want to start offering keynotes and workshops for female-owned businesses so they can understand that they don't need to look a certain way or wear a certain dress size in order to show up in and for their business, and how to find confidence outside of weight loss.
At what point did you make your company a full time gig? How did you know the time was right?
It's not full-time! I'm still working-full time as a high school English teacher.
What lesson or skill did you take with you from a prior job to help you succeed in your role today?
Being a teacher for 11 years taught me the foundational skills of teaching. It's helped me extremely punctual and organized with clients and producing content, as well.
Let’s talk social media—who handles it for your company (you, an internal team member, an outsourced solution?) and what is the secret to making it successful? What is the biggest challenge?
Time blocking is my secret! And also my virtual assistant who works for me a couple of hours a week. She's anti-diet as well so she understands my message!
The biggest challenge is lead generation right now because of the end of the pandemic (everyone wants to be out!) and the recession. I also have no formal business and marketing training.
How did you land your first client?
I filled out my sessions on the first go around through Instagram! I formed a relationship in the DMs, hopped on a discovery call, discussed her struggles and goals, and made the offer!
What is something you do differently from the industry standard?
I sent customized welcome boxes to all my clients filled with goodies from other women-owned businesses that I think would be helpful or inspirational (a kintsugi necklace, a planner, a pen, intention setting Post-Its, etc.)
Did you raise capital? What was the process and avenue you chose to take?
I didn't raise capital. I started from ground zero with my own money.
What would you do differently if you were starting your business today?
Not attach my self-worth to the success of the business!
What are three strategies you use to market your business, grow brand awareness and generate bottom line growth?
Freemiums
Building genuine connections through IG DMs
Canva for branding!
What was an obstacle you overcame to get your business where it is today? Please share the story behind it.
Figuring out how to make it scalable without taking more time out of my already taxed schedule!
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