Lauren Foundos is the Founder and Chief Executive Officer of FORTË. Before launching her own company, she spent a decade working on Wall Street institutionally trading US Treasury Bonds. Lauren is a two-time, all-American field hockey player who went on to play Division 1 at the University of Maryland, the top ranked program in the nation. She graduated from the University of Maryland in 2006, with a BA in communications and concentration in business. She earned an ACC Academic Honor Roll and Intercollegiate Athletic Honor Roll during her time there. She plays the piano, violin, has two older brothers, adores her parents, and loves to ski!
What motivated and inspired you to start your own business?
I did not set out to found a company. I sensed a need for this product to exist; and before I could grasp the concept of starting a company, the project was already in motion… FORTË. Working out has been instrumental in helping me stay focused and grounded.
My earliest memories are all about playing sports and being active. I would have spent every minute outside if my parents would have allowed me to, but fortunately they strongly advised me to focus on school (for which I’m thankful today).
I spent ten years working on Wall Street, but I had to be at work so early that working out in the morning became increasingly more difficult. At last I resolved that issue by taking my clients to work out with me prior to our evening events. That was the catalyst for the FORTË concept.
I was self-motivated and steered clear of studios; but once I began dabbling, I was immediately hooked by the energy and unspoken camaraderie within the room. As I began to build friendships within the fitness industry, I started to realize that what seemed so obvious wasn’t being done. Studios wanted to offer ‘streaming services,’ but it’s costly, and streaming is not their strength (it’s a whole different business). After rounding up a handful of excited studios and building my incredibly talented team of engineers, the journey began.
Tell us about your business.
FORTË has revolutionized the fitness industry by providing access to avant-garde boutique studio classes coached by leading fitness experts worldwide. Both a technology and subscription based streaming platform, FORTË installs hardware and software into boutique studios, which enable the classes to be seamlessly streamed live to FORTË’s platform.
A FORTË subscription gives you access to this ultra-curated, cutting-edge, fully immersive, social, data-driven, interactive, real-time, unedited, and unparalleled fitness experience with unlimited content and classes from the most elite boutique studios and coaches worldwide. FORTË’s subscribers have the opportunity to experience their favorite classes live or through their on-demand library whether at home or at the gym. Now you have an opportunity to train with the best from wherever, whenever.
Are you currently running any promos/contests/giveaways that you would like our readers to know about?
To receive a discount on an annual FORTË subscription since you are reading this awesome blog, please use the code ‘WEAREFORTE’ at checkout and receiving a huge savings (normal annual $288/year and with this code it’s $79/year).
List awards/certifications/
- Growing up I was a two-time, all-American field hockey player and went on to play for the nation’s top-ranked program. I have two certifications in the financial world, my Series 7 & 63.
- My biggest accomplishment to date is starting this company and having the courage to leave behind a successful career on Wall Street.
Where is your business based?
Our business is based in New York City, but our partner boutique fitness studios are located around the country (and soon overseas as well).
What were the first few steps you took to get your business up and running?
The first steps I took to get my company, FORTË, up and running was first to make sure that boutique fitness studios and our potential users actually wanted this product to exist. Once I was confident that there was a strong product market fit, I set out to find engineers to begin building this masterpiece that I envisioned. I don’t have a technical background, so immersing myself in that community was another key step. I was really able to get my company off the ground and get a lot of the answers I needed through a wonderful women’s organization called Dreamers & Doers.
What has been the most effective way of raising awareness of your business and getting new customers?
Our partners have been phenomenal in helping us raise awareness about FORTË within their communities. People that attend our partner studios’ classes are also spreading the word, since they are actually in the streamed classes that you can find on our fitness streaming platform. Our head of marketing and PR, Jaime Kinsley, has also done an absolutely outstanding job getting us incredible opportunities in print, online, and television.
What have been your biggest challenges so far?
This entire road has been an enormous challenge, day-in and day-out. Each day I am presented with obstacles, many of which I am encountering for the first time in my life.
How did you overcome these challenges?
I have overcome these challenges by taking a deep breath, often going for a run, and then sitting down and coming up with an attack plan for the day. Starting your own company is much different than working for someone. That said, it is also extremely fulfilling, especially when you are building a company that is improving the quality of others’ lives. That fact inspires me daily.
How do you keep motivated through difficult times?
I keep motivated through difficult times by focusing on short-term goals and knocking each one out of the park. Over time, you will end up exactly where you are supposed to be if you focus on the tasks presented to you daily and don’t harp on the future or things you cannot control.
How do you distinguish yourself from your competitors?
We distinguish ourselves from our competitors by being the only company to be live-streaming classes from the studios themselves. We are bringing the authentic, incredible studio experience directly to the homes of many around the world.
What is the best advice you have received recently?
Always keep your burn rate under control, because building a company often takes a lot longer than you anticipate. Spend wisely and figure out what you ‘really need.’
What advice would you give to other entrepreneurs?
Always remind yourself that ‘you got this!’ Difficult moments and unexpected outcomes are a part of the process. Stay focused, and never lose faith in yourself.
What are your favorite business tools/resources and why?
I love Google Docs; they are great for collaborating and editing with my team.
What is a good article or book you have read recently?
I love listening to Tim Ferris’ podcast; and I’m currently reading and loving the book “Shoe Dog”.
What are you currently learning about for your business or looking for help with?
I am always looking for extraordinary asp.net engineers and all-around outstanding all-stars to join the FORTË team. So if you think that is you, please do not hesitate to reach out at concierge@forte.fit.
What are your goals for the next few months and how are you striving to achieve them?
Our goals for the next few months are to expand our product globally, and continue to seek the most cutting-edge boutique fitness studio partners to stream.
What social media outlets do you use? List them below.
Instagram @LFOUNDOS, @FORTE.FIT
Twitter LFOUNDOS, @FORTE_FlT
Facebook Lauren Foundos, FORTË Page
Facebook Group OFFICIAL FORTË FIT CLUB
Website WWW.FORTE.FIT
Email lauren@forte.fit, concierge@forte.fit
Hashtags #FORTË #ForeverFit #BeTheBestYou #ForteFit #ForteFam #FutureOfFitness