Autumn Calabrese: Creator, 21 Day Fix®

My NativeAdVice:


Autumn Calabrese was a Midwest girl with one big dream, to make it out West. She’s gone from living paycheck to paycheck as a personal trainer to being a mini fitness mogul building her empire.When it comes to helping people achieve their goals, Autumn takes it very personally. Your struggles are her struggles and your wins, her wins. We saw this for the first time with Autumns breakthrough workout programs 21 Day Fix® and follow-up 21 Day Fix Extreme®. Next for Autumn on her journey to help people lead healthy, fulfilling lives was a functional body-sculpting program, The Masters Hammer and Chisel®, where she collaborated with bodybuilder Sagi Kalev to help take your results to the next level. Right when we thought we knew what to expect from this weight lifting, cardio strength training little machine, she surprised us again with Country Heat®!

How did you get into the industry?

I've been in the fitness industry what seems like my whole life. I was a competitive dancer in grade/high school and went on to major in dance in college. I was constantly learning about my body, how to train it, what to fuel it with, how to make it better.  I loved all aspects of fitness and nutrition, the science of the body mechanics, the science of how our bodies work and utilize fuel and I love helping people It was 12 years ago when I was finished with school, burnt out on waiting tables and tired of struggling to make it as a dancer/actress that I got my first fitness certification. I wanted the best there was so I went with the National Academy of Sports Medicine.  It took me three months of studying and preparing for the test, but as soon as I had my first certification, I was ready to make a difference. I started working for an in-home training company, going to my client's houses and training them. After two years and several more certifications, I was ready to venture out on my own. I started my own at home training company; I also specialized in pre and post-natal fitness. Over the years I met more people, made more contacts and worked hard to develop my portion control system.  That lead to me teaming up with the best of the best fitness company, Beachbody.  It has been an amazing, whirlwind journey since the day we joined forces and I'm loving every minute of it

.Any emerging industry trends?

The biggest trend I'm seeing is people embracing working out at home. Having the ability to stream workouts from their smart phones, smart TVs, using apps, you can now take your fitness with you anywhere you go.  That's a pretty cool trend.  To be able to have world class trainers with world class nutrition programs show up in the privacy of your own living room and take you step-by-step through workout routines proven to work and nutrition programs that are proven to work. 

Any industry opportunities or challenges?

Technology is king. The emerging trend of being able to stream what seems to be everything to your phone or tv is changing the face of fitness. Not only do you no longer have to go to the gym to get a great workout in, but you also don't have to order DVDs via infomercials either.  Everything is being offered via streaming now. I think it's great. In the fast paced, I want it now, society we live in, this is a great option for people. There will be some lag time in getting people on board, figuring out this new trend but I think it will be just like when we switched from VHS to DVD, you're a little hesitant at first but then BAM everyone is on board and its the new thing.  

Inspiration for the business idea, and your vision for the Business?

21 Day Fix was my first program with Beachbody and its biggest hit to date.  The most unique, successful part of the program is the color coded, portion control containers.  It teaches people how to eat the foods they love but in the right portion sizes to not sabotage their hard work in their workout.  The idea for the containers came one day when I was at lunch with a client.  We trained 4-5 days a week, hard, but she wasn't seeing the results she wanted or should see from the intensity she was putting in.  We talked about nutrition often; everything seemed on point.  Then we went to lunch, we both ordered salads.  When the salads came they were HUGE, I ate a fraction of mine, but she ate all of hers.  It hit me right then.  She was over eating on the healthy food.  That is a real thing, we've lost site of what a healthy, real portion is.  One of my biggest goals is to teach people not to be afraid of food and not to abuse food.  To eat healthy but not deprive yourself.  I incorporate the containers in every program I put out.  In addition, I've launched a cookbook (Fixate) that has 101 healthy recipes based off the color coded containers.  The book was so successful that we turned it into a cooking show on Beachbody On Demand and now my brother (who is a chef) and I are working on a food line to hopefully hit grocery stores in early 2018.

What's next for the Business in the near future?

I'm beyond excited for the program I am working on right now.  We announced it two weeks ago, its the first of its kind in the industry and its only possible because of technology.  The program is called 80 Day Obsession.  Its functional strength and cardio training filmed in real time.  Meaning every day for 13 weeks myself and my cast step into the gym and do our workout while it's filmed.  There are 3 phases to the program, each phase lasting a month, six workouts in each phase.  Because we are filming every day, I am able to truly write a fitness program and apply periodization to the training process.  There are essentially 80 different workouts.  This would never be able to be packaged into a DVD set because it would be too costly but, because Beachbody On Demand exists, we can do it.  It's pretty exciting to know I'm the first in the industry to do it.  There are no out takes; there are no do overs or breaks everything people see will be 100% real, authentic, training and they can train right along with us from their home.  The program releases Jan 13th, 2018.

Your key initiatives for the success of the Business?

As a personal trainer, I would have never been able to put out programs of this quality in the time frames that I do them in. Teaming up with Beachbody was by far the best thing I could have done for my business. We share the same vision, help people lead healthy fulfilling lives, they have the best resources and teams of people that anyone could wish to work with.  It's truly my second family.  I truly believe to be successful you have to do something you love. I absolutely love my job and the people I work with.  

Your most difficult moment at the Business? (and what did you learn?)

One of the most difficult things I've experienced in the business is working with people who don't always share your vision or have the same work ethic as you.  It teaches you to be resilient, to find new ways of approaching people and situations to make the most of it and it teaches you that when it's yours, and you love it and are passionate about it, sometimes you're going to have to work a little bit harder to pick up the slack but its all worth it.  

Ideal experience for a customer/client?

The biggest benefit people customers get from using my programs is their health.  They see that they can be healthy, they can enjoy food without feeling bad about it, they are strong.  They get to take control of their health, fitness and ultimately their life.

How do you motivate others?

I motivate others by being authentically me.  I'm not afraid to share my struggles and let people see that I am human too.  I try to be positive even in the hard times but I'm not perfect, and my fans know it.

Career advice to those in your industry?

Never give up, don't stop believing in yourself and your dreams.  You start by helping one person, then 2 and so on and so forth.  There is room for all of us in this industry so don't worry about being someone else, just be you and the right clients will come your way.