Change has a brilliant sparkle. It arrives with the buzz of possibility: a new class series, an exciting rebrand, a studio refit just in time for spring. You feel the surge of motivation, the “this could be it” feeling. But just like the sun casting a long shadow behind a bright wall, every shift brings uncertainty, hidden friction, and emotional tax.
As a fitness or wellbeing business owner, learning to see – and hold – both the light and the shadow of change is crucial. Otherwise, you risk falling into one of two common traps:
- Toxic positivity, where challenges are denied or glossed over.
- Paralysing fear, where potential is smothered by worst-case scenarios.
Real, sustainable growth happens when you learn to sit with both. You don’t have to pick a side.
The Light:
Change can be beautiful. It’s the spark that keeps your business alive and relevant. When handled with conscious intention, it unlocks new levels of creativity, income, and impact. Here are a few examples with reframes if you need them:
Example 1
Tweaking your timetable, adding an on-demand video library, or trialling a high-ticket transformation programme shows that you’re listening – to your clients, to the market, and to your own evolving vision. These shifts help you meet people where they are now, not where they were three years ago.
Mindset Reframe: “I’m not abandoning what worked – I’m evolving with purpose.”
Example 2
The human brain craves novelty – it loves the dopamine hit. When you launch something fresh, even internally, your energy shifts. That glow you feel after updating your branding or moving furniture in the studio or finding a fabulous new community venue? That’s motivation chemistry in action. It reignites your team, your community, and your own drive – especially after a flat spell like a rainy November slump.
Mindset Reframe: “New doesn’t have to be big to be powerful – it just needs to be meaningful.”
Example 3
Early adopters reap the reward of visibility. Whether it’s running strength training for menopausal women or launching men’s breathwork workshops, when you anticipate needs and move boldly, you catch attention. Media mentions, referrals, and word-of-mouth buzz follow naturally.
Mindset Reframe: “Leadership looks like being brave enough to go first even when you’re not sure.”
The Shadow:
With every step forward comes a bit of resistance – internal and external. And if you ignore the shadow side, you may unconsciously sabotage your success. Growth isn’t just strategy; it’s emotional endurance. Here are a few examples of the shadow when it comes to change:
Example 1
It’s normal for revenue to wobble before a new offer gains traction. That transition phase – where the old isn’t quite gone and the new isn’t fully flying – is psychologically demanding. If you don’t expect it, you might read it as failure.
Mindset Reframe: “This dip is data. It’s part of the cycle, not the end of the road.”
Example 2
You may find yourself Googling things like ‘how to edit metadata for SEO’ or learning automations you didn’t think you’d need. This can trigger imposter syndrome – but it’s actually a sign you’re growing. Just as there were growing pains when you were a teenager, there are also growing pains as you grow your business.
Mindset Reframe: “Feeling out of your depth means you’re swimming into new waters. That’s expansion, not incompetence.”
Example 3
When long-standing members push back on price changes, moved classes, or new formats, it can feel personal. But often, resistance is simply unfamiliarity dressed as criticism. Most people resist first and adapt later.
Mindset Reframe: “Resistance is feedback. It’s not a stop sign – it’s a steering cue. I decide whether to react or respond to it.”
When it comes to change, it is important to acknowledge how different parts of self may be feeling different things – some may be focused on the light side of change while others have built up what’s in the shadow to be big and scary.
1. Notice the light
List 5+ specific gains your change could bring – financial, emotional, practical. (E.g. “I’ll gain freedom on weekends,” “This could increase client lifetime value.”)
This isn’t about wishful thinking – be honest with yourself about the benefits of the change and how it can get you closer to achieving your vision/goal.
2. Notice the shadow
List the potential downsides without sugarcoating. What might go wrong? What might you feel? This is where courage shows up – not in avoiding fear, but in naming it.
Again it is important to be honest with yourself. The things “hiding” in the shadows may well be holding you back because you haven’t had the chance to actually look at them and acknowledge them. Sometimes simply noticing the shadow is enough for you to realise it’s not as scary as you think, you just weren’t looking at it clearly.
3. Shadow consideration
For each shadow, sketch out a counter-strategy. If members push back on pricing, could you offer a legacy rate for long-timers? If SEO is confusing, could you outsource the basics?
You don’t need a perfect plan – just a response, not a reaction. When we haven’t thought fully about the shadow it can metaphorically jump out at us from behind a bus and knock us sideways.
4. Set Review Points
Change fatigue is real. Schedule short check-ins every 2 weeks to ask:
- What’s working?
- What feels heavier than expected?
- Do I need support, or just a breather?
When implementing change it is important to consider building your emotional stamina just like you’d train physical stamina – slowly, with compassion and consistency.
It’s not about becoming a people-pleaser. It’s about becoming a pattern-noticer. Emotionally intelligent business owners listen deeply without losing direction.
The light needs the shadow and the shadow needs the light. They are both necessary and without one the other doesn’t exist. Change can be both exciting and scary at the same time – the light and the shadow co-exist.
So the next time you’re tempted to overhype a change to convince yourself, or delay it because you’re afraid of backlash – pause. Notice the light and the shadow. Be curious and compassionate with yourself. Consider the shadow and how you would like to respond. Weigh up whether you will change now or later – you have the choice, you decide. And finally, take time to check in with yourself and how you feel as the change is implemented.
And, if you want some 1:1 help with this, reach out to me via email philippa@holdmyhandcoaching.com – we can work on this together.
Until next time,
Best wishes
Philippa x