What does it actually take to build a fitness brand from scratch... no gym, no studio, just Instagram Lives and pure energy? This week on That Digital Take, we sit down with Toronto fitness founder Liv McIlkenny, the force behind Liv Sweaty, to talk about the real business of wellness, building community in the digital age, and what no one tells you about turning your passion into a paycheck.
Liv went from a 7-minute lockdown arm series on Instagram Live to full Zoom classes, park workouts, sold-out challenges, and one of Canada's fastest-growing digital fitness communities. Before that? Three years as a top SoulCycle instructor mastering the art of high-energy, rhythm-based movement. Then she bet on herself, and built her own lane.
In this episode, we get into everything:
Fitness & Mindset - What the "fitness girl" label gets wrong, how to stay high-vibe when your numbers dip, protecting yourself from comparison culture, and what actually happens when motivation disappears.
Business of Wellness - How Liv turned sweat sessions into a real revenue model, why she chooses long-term brand partnerships (think Hoka, Red Bull) over one-off deals, how to price yourself as a wellness creator, and whether brands have ever tried to control her body narrative.
Manifestation & Alignment - What manifestation actually means in practical terms, vision boards vs. execution, and the thing she manifested that genuinely shocked her.
Community & Authenticity - How she bridges her private and "branded" life online, navigating breakups and real moments publicly, and what a community member once said that she'll never forget.
Rapid Fire - 5am workouts or late-night gym? Cold plunges? Would she date someone less disciplined than her? What era is she in right now?
If you're a fitness creator, wellness entrepreneur, aspiring founder, or someone building a personal brand online - this episode is your blueprint.
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Keywords: fitness entrepreneur podcast, wellness creator business, how to build a fitness brand online, Liv Sweaty, SoulCycle instructor turned founder, digital fitness community, manifestation business, personal brand fitness, Canadian fitness podcast, wellness business model, brand partnerships fitness creator, That Digital Take podcast
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