Vents
Cereza Richeson: A Conversation with the Founder of Motivate Studios
[as originally published on ventsmagazine.com]
Cereza Richeson is the CEO and driving force behind Motivate Studios. A Master Trainer in Lagree Fitness, Richeson owns and operates multiple locations dedicated to this acclaimed exercise method which boasts a notable following by such celebrities as Kim Kardashian, Sofia Vergara, and Jennifer Aniston. As she prepares to unveil her 11th location in Southern California, Richeson’s remarkable success in the industry underscores her unwavering commitment to empowering others through fitness. From investing every penny to launch her lifelong dream, to being recognized as one of Los Angeles’ top studios by CBS News, Richeson embodies in her very being the transformative power of passion.
What inspired you to start Motivate Studios, and what sets it apart from other fitness studios?
One of my biggest goals with Motivate, aside from providing an amazing workout, was ensuring everyone who walked in our doors felt welcome. I had experienced many times in the past walking into an exercise environment and feeling unwelcome or that I had walked into the “cool kid” party that I wasn’t invited to. That’s not my vibe at all, and I hope that this can continue to shift. It’s hard enough trying out a new gym; it doesn’t take any more effort to ensure people feel welcomed.
How did your background and upbringing influence your approach to fitness and business?
It didn’t (laughs)! I didn’t have any sort of athletic influence growing up. It was actually quite the opposite. But I did grow up around entrepreneurs in my family and that instilled a foundation where I felt confident to make my own way.
What challenges did you face in the early stages of building Motivate Studios, and how did you overcome them?
We came out of the recession pretty bruised and literally bankrupt. We were unable to get financing, so we had to get creative to fund our first location. My husband and I did the construction ourselves and I taught every class for months to keep costs down.
Can you tell us more about the Lagree Fitness method and how it has transformed both your life and the lives of your clients?
Lagree Fitness was developed by fitness visionary Sebastien Lagree. It’s a high-intensity, low-impact workout that incorporates strength training, flexibility, endurance, cardio, and core in every move. The workout is delivered on a Megaformer, which is a specially designed fitness machine utilized to ensure a safe and effective workout. I first discovered Lagree seventeen years ago. After giving birth to my third child, I had been struggling to keep up with the physical demands of raising three little ones. So I decided to give this workout a try. I almost instantly felt stronger with increased energy and confidence.
How do you balance being a mom of three, a wife, and a CEO of a rapidly expanding business?
I get asked this a lot, and in my opinion, there’s no such thing as “balance” — or at least that I was ever able to figure out! For me, the scales are always tipping one way or another at any given time. With every new location I opened, I would need to ensure my family was on board with me not being around much. Motivate grew really fast. Luckily I’m now in the fortunate position to be able to spend more time with my family. But it didn’t start out that way.
What are some key principles or values that guide your leadership style at Motivate Studios?
At the core of my leadership is ensuring our team is well supported. This may translate to coaching, growth opportunities, continuing education, and some pretty great perks. I really value our team and they have become the backbone of what makes Motivate great.
Looking back on your journey so far, what do you consider to be your greatest accomplishment, both personally and professionally?
Going into the Motivate launch, I had the confidence in myself that “I could figure it out.” And I did!
How do you stay innovative and keep up with the evolving trends in the fitness world?
Everybody needs some form of movement in their life. I’m a firm believer that there’s a workout for everyone. If you have your niche, and you do it well, you’ll find members.
What has been the most rewarding aspect of your business?
I love hearing from our members how much our studio has had a positive impact on their lives. Every day people make a choice to walk through our doors — and I’m always grateful for that.
Can you share some insights into your expansion plans for Motivate Studios, including any upcoming locations?
Motivate has two new locations opening in Los Angeles, one of which is in Hollywood. And we also have our first out-of-state location in Georgia! Our growth has been very organic and I’m looking forward to even more locations very soon.
What impact do you hope to have on the fitness industry as Motivate Studios continues to grow?
Lagree Fitness is really special because I view it as a very sustainable method. It’s gentle on the joints while at the same time providing strength training and cardio. If I had a penny for every time a member said, “This workout never gets easy,” I’d be a very wealthy person — because it’s true! The workout evolves with you and continues to keep you challenged as you grow stronger. I think that’s pretty special.
For more information on Cereza and Motivate, please visit: cerezaricheson.com and motivatestudios.com.