Ask an Alum: Reena Vokoun on Pivoting in the Wellness Industry During the COVID-19 Pandemic

The unprecedented COVID-19 pandemic raises countless questions and concerns for business leaders. Though the situation is evolving rapidly and it’s hard to predict what our communities and corporations might be facing next, we’re turning to the Business Badger alumni network for insights.

Our new “Ask an Alum” series poses questions to business leaders across the globe, all connected by their education at the Wisconsin School of Business. Let’s learn from and support each other as we navigate the COVID-19 pandemic together.

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Field of Focus: Pivoting in the Wellness Industry

We asked Wisconsin School of Business alumni two questions about how they are dealing with the COVID-19 pandemic:

• What is your company doing in the face of COVID-19?
• What should professionals in your industry or discipline learn from the pandemic?

Reena Vokoun (BBA ’98), founder and CEO of PassionFit, responds:

“My company, Passion Fit, is focused on pivoting all in-person and local services to online, which includes fitness and dance classes, wellness retreats, workshops, speaking engagements, and wellness consulting/coaching. Therefore, classes are being offered via livestream, retreats are being offered virtually, workshops and speaking engagements are being offered as webinars, and online summits and wellness consulting/coaching is being offered via phone or video conference. My company is also focused on growing its existing online products, services, and content including online courses, activewear (which is sold via an online boutique), a YouTube channel of wellness videos, and the blog. Finally, lowering pricing, being innovative and flexible, and striving to meet customer and business development partner needs during this difficult time is also very important to Passion Fit.

Those who also work in the health and fitness and consumer and corporate wellness industries should recognize that the focus on health is now more important than ever to protect against the coronavirus and being quarantined, in terms of staying active, eating healthy, managing stress and anxiety, getting enough sleep, being productive while working from home, staying physically, mentally, and emotionally healthy, and maintaining a strong immune system. People are looking for online resources, training, education, and a sense of community. It’s important for professionals and brands to be out there helping, contributing, being leaders, and having strong voices. I certainly feel this responsibility as the founder and CEO of Passion Fit and feel more connected to my company’s mission of empowering people to flourish both personally and professionally through wellness and vision of creating and building communities, than ever before.”

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