True Fitness Begins with Self-compassion
Coffey’s Women of Influence Series spotlights talented and successful women who positively contribute to other women's success and well-being.
Today, we spotlight Cassie Mason, the founder of Where You Are Fitness, who offers hope, encouragement, and empowerment to women everywhere, reminding us all that true fitness begins with self-care and self-compassion.
How Cassie’s Story Began
In 2011, Cassie Mason embarked on a journey that would not only transform her life but also the lives of countless others. Fresh out of college and armed with a passion for fitness, Cassie started her personal training business. Her initial experiences working at a training facility in Austin left her craving more meaningful connections with her clients. She realized that optimal health and well-being extended far beyond the confines of the gym.
Venturing out on her own was a pivotal moment in her career. Cassie quickly recognized that building strong, lasting relationships with her clients was essential. She began offering group workouts at a local park, providing more than physical training but also homework for off days and valuable insights into nutrition, sleep, and overall lifestyle. Her clients felt like they were receiving more than just a workout; they felt cared for and supported.
Building the Brand: A Journey of Self-Discovery
In 2021, after serving clients for nearly a decade, Cassie had built a loyal tribe of one-on-one clients — high-achieving business owners, mostly women — guiding them through life’s ups and downs and helping them stay consistent with their fitness goals, even during challenges posed by COVID-19.
This is where Coffey Brand Development came into play. Already a client of Cassie’s, founder Megan Coffey knew the value Cassie could create in an individual’s journey and was excited to help Cassie share this with others. After moving across town, Cassie and Megan navigated from a one-on-one in-person trainer experience to a fully digital experience. Online coaching was enjoyable and the results were evident. It was clear that Cassie’s influence was as beneficial in person as it was online. This drove Cassie’s desire to rearticulate her brand to capture its essence and value further.
Coffey Brand Development posed tough questions that prompted Cassie to reflect deeply on her mission and vision. With the guidance of Coffey, Cassie’s thoughts became organized, and the value of her fitness philosophy became defined —why it was essential and who it mattered to.
Cassie’s advice is clear for business owners:
“When you’re passionate about something but don’t feel like the message is getting across… it’s time for a rebrand. Do it. And don’t look back.”
An Empowering Brand Narrative Begins to Take Shape
In an industry teeming with fitness gurus and trendy workouts, Cassie strived to stand out by embracing a compassionate and gentle approach to health and fitness. She believed in fostering a forever relationship with one’s body and mind, moving away from the hardcore and intimidating images often portrayed in fitness media.
The brand mantra, “Where You Are,” resonates with people because it acknowledges that everyone is unique in their location, physical condition, and headspace. Coffey played a crucial role in forming and adapting Cassie’s messaging across her digital branded presence, ensuring it remained consistent and clear. View Brand Story
Guidance for Aspiring Women in the Fitness Industry
Cassie’s journey offers valuable lessons to aspiring women in the fitness industry. She emphasizes the importance of attention to detail and professionalism in the service industry. Being punctual, giving clients undivided attention, maintaining records, and creating a comfortable and confidential space are all integral to building trust and lasting relationships.
Reflecting on her path, Cassie advises her 25-year-old self to persevere in uncertainty and self-doubt. She encourages young entrepreneurs to stick to their visions and embrace the freedom and passion of pursuing their business endeavors.
The thing I’m most proud about as a trainer is that the majority of my one-on-one clients have been with me for over 7 years.
Tools of Success: Adapting to a Changing Landscape
Technology has played a pivotal role in Cassie’s business success. She introduced online coaching through the Trainerize app, making designing effective fitness programs for her clients easier. She’s developed a library of instructional workout videos and embraced Canva, designing helpful guides and meal plans to provide added value to her tribe.
See how Cassie shaped Coffey founder Megan’s journey to self-care and compassion.
Cassie’s journey as a mother has also made her a better coach. Recognizing that every client (like every child) is unique, she’s committed to maintaining a tailored approach that meets individual needs.
From Fitness Extremes to Female Empowerment
— An Industry Under Renovation
Cassie’s brand, Where You Are Fitness, is a testament to the power of a compassionate and authentic approach to health and fitness. Through her partnership with Coffey Brand Development, she’s equipped with the tools and technology to share her brand successfully — empowering more women to prioritize their well-being and take control of their lives in a healthy, uplifting way.
Is Cassie’s approach right for you? Cassie's ideal clients are women in their 40s and 50s who face the daunting task of balancing career responsibilities, family care, and the challenges of changing bodies and hormones. Her mission is to empower these women to prioritize self-care, enabling them to excel in their careers, enjoy good health, and have the energy they need to care for their families. Explore services at whereyouarefitness.com
About Cassie Mason.
With an extensive biomechanics and human psychology background, Cassie knows what it takes to optimize your fitness and health. As a business owner and mother to 3 boys, she understands the importance of nourishing oneself to stay energized and motivated.
Visit whereyouarefitness.com
Follow Cassie on Instagram
View Megan Coffey’s Story
Discover Brand Story
