When Rhian Allen became pregnant with her first child in 2010, she realised just how incompatible her career as a media executive would be with having children.
So when she searched for fitness and meal eating plans to try and support her pregnancy, breastfeeding and life as a new mum, she saw a serious gap in the market, and an opportunity to start a new business.
She quit her corporate job while six months pregnant.
Initially working from the kitchen, she established a professional, “family organization” that could support mums to lose weight in a healthy and sustainable way.
That business is Healthy Mummy, a health and fitness website that now turns over $7 million a year and has a significant social media following. It offers meal and fitness plans, as well as nutrition products, like smoothies. Allen says more than 10,000 mums participate in its 28 Day Weight Loss Challenge every month, and the business sells 50,000+ books every year.
Allen supports what she preaches in her workforce – with 90% of her staff being mothers, including nutritionists, fitness trainers and midwives, all accessing flexible work hours.
So how did she do it? Below, Rhian Allen answers our questions.
Who or what inspired you to become an entrepreneur, is there a key turning point you can describe that put you on this path?
I always wanted to run my own business. But I didn’t know what. I was passionate about health and wellness but I didn’t know how to turn this into a business in a meaningful way. Then I became pregnant and I experienced first hand what it was like for a woman to gain weight in pregnancy, so became passionate about creating a business built around health to support mums in healthy weight loss after having children.
What type of corporate career did you leave a corporate career behind?
I had a 12-year corporate career. I was a senior Sales Director at ACP Magazines but I knew that starting my own business was where my passion and future lay
Can you name three major contributing factors that have led to your businesses’ success so far?
1. Customer first approach. Everything I do is driven from the premise of CUSTOMER first. I ask the customers for constant feedback on what we do and I ask for feedback on things we plan to do. They are part of the business and they shape the future: I value them tremendously, and I would be not here without them.
2. Passion. I am passionate about what I do. I am not driven by money; I am driven by passion to do the right thing by customers and the brand, and this passion drives me forward even when I am running on empty.
3. Innovation. I never stand still. I create new ideas and innovate all the time. Customers want new products, new ideas and new content. Without our constant drive for innovation, the business would not have had the growth it has had.
What do you believe is the number one trait that makes a successful entrepreneur?
Focus. I believe this is crucial. In business there are constant distractions – good and bad – and you need to be able to stay focused. I’ve had many challenges and curve balls thrown at me, but I am always able to remain focused – without this I couldn’t have got to where I am.
As well as your business, what other priorities do you juggle?
My family. I have a 3-year-old and a 5-year-old and a husband. They are my number one priority, and as well as my business, I always ensure I have enough time for them as they are the most important people in my life.
So what does an average ‘day in your life’ look like?
I wake up at around 5.45am with five in my bed (my dog, my two boys and my hubby!). I do lunch boxes, have a morning smoothie, do some squats in between all the morning madness, then drop my boys off at preschool and kindy, then make it into the office at around 9am. Work is full on and the team and I pack a lot in during the day (we even have a smoothie making exercise bike in the office). I get home around 5pm in time to cook dinner and spend time with my boys. Then when the boys finally get to bed at around 8pm, I do a couple more hours work and get to bed around 11pm.
What do you believe needs to change in Australia for us to see more successful female entrepreneurs in the future?
I think it is enormously difficult to start a business. I would like to see more financial support to help women in the first three years, as they are the hardest years and most people just don’t have the money to succeed.
What are your future ambitions for the business? How big can it go?
I am excited about where it is going. Firstly I am trying to ensure we get Australia and New Zealand right – which I think we are.
We are a community driven health living and weight loss brand grown from a grass roots level.
Based on the community voice, we are now about to launch Healthy Mummy Fitness all over Australia, and we are also about to launch our Healthy Mummy Media Division. Before we do anything we ask ourselves: “would our community like this”, then we ask them to consolidate.
After these launches take place and our new Healthy Mummy website launches, we will be set to launch into the US and UK – which we already have all blueprints and trademarks for – so the future is exciting!
Which women inspire you?
All women inspire me in different ways. But I especially like women who are kind to other women and build women up – not tear them down.
Check out Healthy Mummy on Instagram and Facebook.