Find your inner goddess

Meet Lizzie Astin, the creator and founder of The Goddess Body Formula, a 12 week transformation programme for busy women.

Tell us about yourself

I started my career in recruitment, working long hours, sitting on my bum, drinking too much and eating badly. Seven years into my career, aged 29 I was dissatisfied and frustrated I decided to chuck it all in and re-qualify as a Personal Trainer. I started my business in 2015 at a mainstream gym and very quickly developed a reputation for getting the best from clients with fun sessions and an inspiring attitude.

lizzie aston

By 2016 I had carved a niche as a Transformation Coach, working only with women who really wanted to overhaul their physical health. I started to develop the foundations that would later become the ‘Goddess Body Formula Programme’. In 2017 I moved to a private studio in Bristol, I launched the online version of the The Goddess Body Formula and rapidly built a new client base of women who were all going through major transitions: divorce, babies, marriage or milestone birthdays.

What motivated you to start your business?

I started my business in 2014 for two reasons: I wanted to do something that mattered and truly made a difference and I wanted to do something that allowed me the opportunity to choose to live life on my terms.

Having lost 15% body fat and three stone I went through a serious transformation. But it wasn’t just my body that changed, everything changed. I actually cared about myself for the first time in a long time and I started to make empowering decisions. I gained weight because I didn’t care enough not to, I ate crap, drank too much and didn’t exercise. At first it was my changing physically appearance that provoked me into changing my habits, but that wasn’t enough, I couldn’t stick to anything and I didn’t know how to undo all the damage. In 2012 my mum was diagnosed with cancer and suddenly I did know what to do. I made it my mission to live as the best version of myself, starting with my body. I became fascinated with mindset and personal development and started to apply these principles to physical training – the results were incredible.

When I was angry, I worked out, when I was sad, I worked out, when I was happy, I worked out. I had an outlet – an empowering habit and I was addicted. My new-found passion allowed me to be a better person for her. Not being comfortable in my own skin had consumed me, made me selfish, snappy, fragile and self-absorbed, now I felt vibrant, energetic, strong, I had faith and belief.

In 2013, I quit my job and qualified as a Level 3 Personal Trainer. I didn’t really have a clue about running a business but I figured if I brought the same enthusiasm to my clients that I had for my own training and I gave them the benefit of my experience then things would change for them too, and they did.

lizzie astin

I spent two years working in a gym, business was flying but I was exhausted, delivering 30 hours of one-to-one training, fitting in my own workouts and all the planning outside of the gym was too much, the level of service was in danger of being compromised. I knew for me to carry on serving at that level the business model had to change. I moved to a private studio and the Goddess Body Formula online was born. The programme gives all the practical advice, mindset, nutrition, workouts and support I give, but it is delivered remotely and can be done from the comfort of your own home. I still work with clients one-to-one, but space is limited.

I built the majority of the online content for my programme whilst down in Cornwall caring for my mum full-time during the final four months of my mum’s life. The cancer got her, she never gave up and I won’t either. I came back to Bristol in April 2017 and moved into the new studio, taking on just a few clients and giving myself time to heal too. I work with up to 10 clients face to face at a time and take on 2-4 new clients each month. In addition to formally launching the Goddess Body Formula online I will also be launching my podcast which will be a combination of tools, tips, insights, stories and interviews to support and guide your journey to a happy and healthy body for life.

How are you embracing social media to grow your business?

Instagram is hugely popular in the fitness industry and it is very possible to develop a huge following using this platform alone. However, I have my misgivings about it! I do not deny that aesthetics are a big motivator for many and can be empowering, however, to focus solely on that misses the point and can create feelings of low self-worth. I am all for a bit of body ‘inspo’, but I want to make it inspiring for the right reasons, there are too many fitness models with low body fat, fake boobs and fake lips. I use Instagram to share the journey, to encourage my followers to fall in love with the process and show case the results I have helped my clients achieve.

Facebook is a great tool and they are always developing the platform for business owners. I have a private Facebook group called the Goddess Body Community which is a safe place for me to share my own journey and the journey my clients are on. In this group I offer practical advice as well as theories and stories that inspire and motivate my members. I use my business page to advertise, my focus has always been on offering value, mainly through blogging. I share practical information demonstrating how to simplify eating for weight loss, and I share my own personal experiences to allow my audience to engage with me on a more personal level, it’s important to understand the journey that helps you to achieve the result.


Lizzie is following…

mollie sapp

Molly Sapp: she has really helped me from to understand the ways I have previously limited myself, how to overcome money mindset issues and in no uncertain terms cut through the BS. They didn’t teach us how to run a business in school, there are load of coaches out there but Molly’s messaging speaks very clearly to me and where I am at right now!

emily skye

Emily Skye: she has an amazing body and she has a great training style that I know works, but more importantly she teaches great mindset principles, she is authentic about the challenges she has faced and honest about the reality of the effect of pregnancy on her body, it’s refreshing to see!


Lizzie’s work

Coach your way to success

Ruth Kudzi had a successful career in recruitment before moving into education, where she was a senior manager for 10 years. It was during the selection and coaching process for a fast-track head teacher program, that she became interested in retraining as a business coach. Ruth realised her skills and natural aptitude could lead to a successful career. Finding a job which fitted around family life, utilised her expertise, and that she felt passionately about, has proved a winning formula. Ruth now specialises in supporting mums who want to achieve in business. If anyone knows how to do it she does, so we asked Ruth to share her career story and top tips for aspiring businesswomen.

Tell us about yourself

I am Ruth, I started my career in recruitment and executive search before moving into education. I spent 12 years working in education, the last nine as a senior leader and consultant. In 2011 I was selected to be part of a fast track program for aspiring head teachers. Through the program I got a coach and I found the impact transformational. I started to become really interested in coaching and I began to coach on a voluntary basis as well as through work, completing various courses and training.

When I became pregnant with my first daughter I started more coaching training and set up my own blog, I worked on this and a couple of other ventures during my first maternity leave but didn’t put much effort into making them work. When I returned to work full time I found juggling my career and my home life really hard, I knew I wanted to start up on my own. So, I completed more training, got myself a coach and started coaching. It took me about six months to settle on my niche working with mums and it wasn’t until Autumn 2016 that I decided to focus on the business element. By this stage I was an experienced and qualified coach and I realised that my passion lay with helping mums create the work/life balance that I had been able to create.

I love working with mums on their businesses and it is very satisfying seeing other mums build the lives that they want and develop successful businesses.

How has digital technology and social media changed the way you work?

It means that I can be a lot more flexible in where I work and how I work. I have clients from all over the world so I can communicate with them easily which I would never have been able to do before.

I have really used social media to build my brand which was invaluable when I had my youngest with me full time, it meant that people could find out about me without meeting me.

I have built up a strong group in Facebook and on Instagram and have met so many brilliant women – women who I am working with, collaborating with and who are working for me in various roles. It has been amazing to hook up with all of these women and help each other.

What are your top tips for mums who want to start their own businesses?

Money matters
I think planning is key and I know it is boring but financials, work out exactly how much money you need and then add 20% to that. So many businesses fail as they haven’t got their head around the financials, if these really aren’t your thing get an accountant or a book keeper to help you.

Support network
Getting support and building a network around you is key. It can be really lonely so finding others doing a similar thing is a great way of having the team aspect without working in an office. If you don’t know how to do something or you lack confidence then get someone to help you. I work with lots of women who have tried to do everything on their own and they find themselves becoming burnt out and demotivated, there are people who can help you so use them.

Devote time to yourself
Spend time on you every day. You are your business and you need to value yourself and nuture yourself for your business to be a success. When you focus on you and being the best version of you it will have a massive impact on your business (and your life).


Ruth is following…

Mother Pukka is bloody brilliant for her flex appeal campaign, she speaks to so many women as we do still want to work but just more flexibly.

Rachel McMichael

Rachel McMichael (aka the techspert) is a lady I have worked with on tech and she is really inspiring, she is the person to go to for tech presented in a really user friendly way (and is a whizz on Facebook ads).

marie forleo

I love Marie Forleo and my coach Emily Williams is awesome. They are both really authentic to themselves and show how you can create mega businesses online.


Ruth’s work

ruthkudzicoaching.com
instagram.com/ruthkudzicoach
facebook.com/groups/careerchangemums
twitter.com/ruthkudzicoach