Female Founders: Sarah Pilger of Best Life Nutrition On The Five Things You Need To Thrive and Succeed as a Woman Founder
An Interview With Candice Georgiadis
First off, I wish someone had mentioned you can NOT have a plan B or plan A will NEVER work. When I first got started some of my friends and family wanted to make sure I had a backup plan, just in case, so they encouraged me to keep my personal training certification current. Now I know they had good intentions, but I knew me. If I had a “getaway-plan” then I would eventually take the out when times got tough. So I say burn the boats and don’t give yourself an out. If you feel like you need a backup plan then plan A may not be what really lights you up.
As a part of our series about “Why We Need More Women Founders”, I had the pleasure of interviewing Sarah Pilger, Co-Owner of Best Life Nutrition.
Health and Nutrition Expert, Sarah Pilger owns one of Scottsdale’s favorite shops, Best Life Nutrition. Her journey began in southeast Michigan, where she was taught the meaning of hard work at a very young age. Raised by a single mom, she had her very first job at 12, having started her own garden weeding service for her neighbors, a preview of the entrepreneur she would later become.
In 2010, Sarah relocated to Scottsdale, Arizona. After experiencing a relapse of her depression and anxiety symptoms, while working in a call center environment, she left corporate America. It was her personal journey with mental and physical health that led her to wanting to support others to improving their life through fitness. Sarah began by obtaining a NASM certification as a personal trainer.
In 2013, she re-focused her efforts towards nutrition education. She went on to start her personal wellness coaching business, in partnership with her husband. Her proudest accomplishment to date is the community that they have been able to create and the support they have been able to offer their clients in reshaping their bodies and their mindsets.
Sarah’s serving more than just healthy protein shakes and snacks at her Best Life Nutrition shop, she holds monthly challenges to help her community reach their goals. This isn’t your bland or starvation plan, Sarah’s creativity in her meal plans include “Fried Ice Cream”, the most popular protein shake flavor at Best Life Nutrition. Yes, hitting your goals never tasted sooo good!
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
Yeah, you bet…it’s like the getting-to-know-you part of dating! So growing up I wasn’t an unhealthy kid but I also wasn’t aware of the impact that food choices could make on my mental and emotional state. After graduating high school and starting college I experienced a period of serious depression and anxiety attacks. As part of my journey of taking control of my mental health I began educating myself on the impact that both physical training and food choices make on my mental state. I became a certified personal trainer but quickly found that, not only are there some seriously amazing trainers out there already, the biggest struggle for the majority of my clients was getting the nutrition portion of their lives dialed in to support their goals. Educating and supporting people in taking control of their bodies through nutrition became my passion and eight years ago I went full force into health coaching. My personal transformation has been a huge blessing. Even more though, it has been beyond rewarding to help people transform not only their bodies but their mindset and they way they see themselves.
Can you share the most interesting story that happened to you since you began your health coaching and Best Life Nutrition?
In the beginning days of my business I treated it more like a hobby then a business. I wanted to do all the fun parts and would put off all the nitty gritty aspects. I still wanted to be seen as a professional, though. I wanted to be seen as someone with authority, but I was acting like an employee with very little skin in the game. I distinctively remember one day when a new customer came in, and I can’t remember what exactly he was asking about but what i do remember is him saying, “when your boss gets back you should tell him…” It struck me so hard that he assumed that not only was I not in charge, but that my boss must be a man. I remember calling my mentor sharing that with them in complete outrage. My mentor then proceeded to deliver some eye opening advice and said that the customer was picking up on my energy and insecurities as a new business owner. That hurt, but I was able to talk it through and take the coaching. I am big on being your authentic self but that doesn’t mean that there aren’t areas where I can grow. This experience helped me learn to manage my energy and show up in a way that projects knowledge and authority, while still being me and genuinely connecting with my customers and coaching clients. I put my whole heart into my relationship but I will not pull any punches. I tell it like it is which can be confronting for people at times but, I do it with a genuine desire to see people succeed and thrive.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
Oh wow okay here we go. So when I first got started I attended an event and the speaker talked about taking on characteristics and personality traits of people you admire to help you grow and develop confidence. I may have taken this a bit too literally. I think I spent the next 2–3 months rotating through personalities. Most of my mentors and trainers at the time had been incredible male leaders. Very straight, to the point, tell-it-like-it-is kind of guys with a bluntness that totally worked for them, especially because they had the knowledge and experience to back it up. So, imagine me, with my outgoing and friendly personality suddenly shifting into a take-no-prisoners kind of vibe? It was awkward to day the least. It was a great opportunity for personal growth and it helped me find out who I really was and create my own individual vibe and way of doing business that was true to who I am and my core values.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?
This is gonna be super cheesy, I’m warning you now, but I have to say my husband. He not only was the person who first introduced me to the industry of health coaching, he was also my personal health coach when I first started my nutrition journey. If you want to make sure that your not only reach your goals but stay on track what better way is there to do it then marry your coach right? No but seriously, I vividly remember attending an event where he was speaking about building your own health coaching business and how passionately he spoke about all the possibilities you can create for yourself and others in this industry. I don’t know if I left having any idea what a health coach did, but I knew in my soul that if I worked hard enough I could really create something of meaning. He gave me that vision and for that I will always be immensely grateful.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. According to the End of the Year report, only about 20 percent of funded companies have women founders. This reflects great historical progress, but it also shows that more work still has to be done to empower women to create companies. In your opinion and experience what is currently holding back women from foundingcompanies?
I was recently discussing something similar to this with a friend of mine… I think it’s a matter of balancing your energies. What I mean by that is, sometimes it may seem like you need to me more masculine or tough all the time to be successful on a larger scale. I have met female leaders who create a persona for themselves that is hard and intimidating. If that is really you at your core, then but all means, go hard! But I have personally found that being the most real version of yourself…tough when necessary, soft when its needed…a balance of both your masculine and feminine sides serves you best as a female business owner. Don’t hide your softer side because that is the side of you that will cause people to fall in love with you and by extension your brand or product. At the same time, embrace your greatness and allow your masculine energy to shine when it come to standing firm in your truths and how you want to see your vision for your business being fulfilled.
Can you help articulate a few things that can be done as individuals, as a society, or by the government, to help overcome those obstacles?
I think it’s going to take each of us doing the work on an personal level, as well as creating an environment of partnership, in all our relationships. True partnership to me means lifting each other up and recognizing an individual’s unique gifts and what they have to offer to a venture. I don’t mean to say that we all have to agree to be aligned in all things. We can learn as individuals and a society to disagree productively and with respect. I know that I am guilty of dismissing people’s ideas if we differ in opinion. We many not be on the same page in all areas, but that doesn’t invalidate everything that they have to contribute.
This might be intuitive to you as a woman founder but I think it will be helpful to spell this out. Can you share a few reasons why more women should become founders?
I don’t know if it’s intuitive to me as a woman or if my circumstances growing up and being raised by a single mother just showed me that I wanted to be the creator of my own life. Having a company that you built yourself gives you a sense of purpose and, at least for me, a sense of security. The only person that can take my business away from me is me! At the end of the day what I make of it is what I put into it and I get to do business in the most purposeful and authentic way. To me that is everything. I wont play around and say that its an easy road because it is not, but it does over a sense of purpose and satisfaction that I never experienced in a traditional employment setting.
What are the “myths” that you would like to dispel about being a founder? Can you explain what you mean?
I think that there is a perception that you have to be hardcore and almost unfeeling, especially as a woman, to make anything happen as a founder. While there are times that that side of my personality has to be called upon, just being true to who I am and communicating my needs clearly and effectively gets the job done. I also believe that there is an expectation of being able to create overnight success just through platforms like social media for example. Building both a physical location and in digital realm take a ton of commitment, energy, and time that is often overlooked when people consider founding something themselves. For the dedicated few, you can certainly thrive if you’re willing to go all in.
Is everyone cut out to be a founder? In your opinion, which specific traits increase the likelihood that a person will be a successful founder and what type of person should perhaps seek a “regular job” as an employee? Can you explain what you mean?
Oh I like this question… No not everyone is cut out for this life. It is not an easy road to travel that’s for sure, but it can be wildly rewarding. I think traits that stand out to me the most are persistence, coach ability, determination and a heavy dose of stubbornness. I want to be clear that deciding being an employee is what’s best for you is not wrong… My mom used to tell me “the world needs ditch diggers too.” If clocking in and out each day at the same time works best for your priorities in life that is totally perfect. But not all of us fit that mold. We aren’t wired the same way and that is totally okay. Female or male, being a entrepreneur mean having a measure of drive that probably borders on crazy.
Ok super. Here is the main question of our interview. What are your “5 Things I Wish Someone Told Me Before I Started” and why? (Please share a story or example for each.)
First off, I wish someone had mentioned you can NOT have a plan B or plan A will NEVER work. When I first got started some of my friends and family wanted to make sure I had a backup plan, just in case, so they encouraged me to keep my personal training certification current. Now I know they had good intentions, but I knew me. If I had a “getaway-plan” then I would eventually take the out when times got tough. So I say burn the boats and don’t give yourself an out. If you feel like you need a backup plan then plan A may not be what really lights you up.
Second, I would have been great to have someone who sat me down and supported me in creating a very clear and specific intention for what I wanted to create. When I first started I had stars in my eyes and thought everyone would like me and embrace what I was looking to create. Not so much…but that fueled me to create a clearer vision and really dig into the type of person I was looking to attract and support. I have literally had people walk into Best Life and tell me what we do is a joke…at first that broke my heart, now I know that what we are about and who I am is not something that they are ready to receive. Without clarity of purpose I would have been beaten down by the rejection.
That does lead me to number three on the list, as a women I wish someone had told me to develop and thick skin but don’t sacrifice my heart. The ups and downs of founding something of your own are many and at some point you will have to defend what you’ve built. That’s just a fact of being a trailblazer. In the early days of my business I shed a lot of tears over the harsh things people did or said to me. There was a point where I remember just being numb and I was doing what I needed to for my current clients but I was not actively seeking new because I just couldn’t take another hit from the haters. I closed my heart. I take the goals and needs of everyone of my clients to heart and, as long as they are still in the fight, so am I. But I didn’t want to take on any new battles. A mentor of mine reminded me that the trials I experience along the journey all have a purpose. Not only does each challenge teach a lesson but they allow you to become a better leader by helping to clear the way for others. Now, sharing how I overcame hurtles fills my heart because it will help someone else avoid those same pitfalls.
Fourth, I really wish someone had shared with me the importance of raising my vibration and surrounding myself with like-minded people. I was recently sharing on my social media about the family that we choose. At this point in my business and life not only is my biological family important to me but, the family I create through deep and meaningful relationships is vital to me. Not only does this help you grow to new professional heights but, it elevates and feeds your soul.
Finally, five, and I think this especially applies to women, I wish someone had told me that it is totally normal and 100% alright to have emotional meltdowns once in a while as you are building and running your own business. Many times I think this is seen as a sign that, women especially, can’t handle the pressure or stress of it all when really, if you’re not getting emotional about something you really care deeply about then I’m not sure it matters to you as much as you think. Sometimes, the best stress reliever is a good ugly cry.
How have you used your success to make the world a better place?
The epidemic of obesity is very real and very serious but, it is my firm belief that the war on this disease will be won on a micro level. Part of my purpose is to bring empowerment to individuals through nutrition education so that they can make smarter choices. When people are educated and know how to make nutrient-dense food choices that support in total wellness then they have the tools they need to transform their personal health. This has a ripple effect and can impact the health of current and future generations. We have to start locally and through our Scottsdale location Best Life Nutrition we are working to bring healthy options and education to our community and in the coming year we intend to open five additional locations to continue to grow the impact.
You are a person of great influence in the Wellness world. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
Wow…okay I would love to see nutrition education taught in schools. I can not tell you the number of times I have started working with clients to find that grown adults don’t know what foods fall in the category of carbohydrate or don’t understand the impact of processed food on their overall health. If the basics of nutrition were taught at a young age it would be a monumental shift if the health and wellness of the world.
We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them.
There are so many people that have been influential in my personal development that I would love to connect with and be able to thank and then drive them crazy with a million questions. One of the top ones on my list currently would probably be James Clear, the author of Atomic Habits. I have always been an “all or nothing” kind of person. When I decide on goal or a skill I want to develop I make a plan, create a schedule and go all in. In many respects this has been great, but I often times set very lofty expectations or timelines for what I want to accomplish. I think I can complete a month’s worth of content in 45 minutes for a huge social media campaign or that I can take on huge projects without any support. Then, I have a breakdown that gets me off track and it spirals out of control. His book helped me develop the muscle to create small habits that compound and become second nature so that I can create anything, making the process of creation manageable and keeping my sanity in the process. I feel like sitting down with him and digging deeper into some of his processes would open up additional tools and skills to support in my personal and business evolution.
Thank you for these fantastic insights. We greatly appreciate the time you spent on this!
Female Founders: Sarah Pilger of Best Life Nutrition On The Five Things You Need To Thrive and… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.