From Dreamer to Disciplined Fitness CEO: DEPHYNE Gets Checked | The Shift

0:00 [music]

0:03 Hi, I'm Tabitha Brown and this is the shift.

0:07 In every episode we help a woman reclaim her power and realign with purpose.

0:11 [music] I've been through so much just to get to this moment.

0:19 You left what was purpose driven to then go into what was money driven.

0:23 I'm a lesbian, you know,

0:24 so it's been a hard for me from the straight aspect and the lesbian world,

0:29 LGBT world, you know, believe it or not.

0:31 If we shifting anything, it's her mindset.

0:33 [music] Today we're meeting Define,

0:40 a fitness trainer, artist, and champion for others.

0:43 But right now she's stretched thin, financially afraid, and running out of fuel.

0:48 She's got the heart, but what she needs is focus.

1:00 [music] Welcome.

1:01 Come on in.

1:02 How you doing?

1:03 [music] I'm good.

1:04 I'm good.

1:04 Nice to meet you.

1:10 Our sources of inspiration and wisdom and guidance, Brandy Harvey.

1:15 Come on.

1:16 Nice to meet Nice to meet you.

1:21 That's like a Judy Jetson spark.

1:23 Cuz it I mean, you didn't know who you were going to meet,

1:26 so I don't even want to jump right in.

1:27 How you feeling?

1:29 I've been through so much [music] just to get to this moment.

1:32 Um trying to become and now [music] trying

1:36 to shift over and actually exist in everything I've built.

1:40 Um [music] I'm a lesbian, you know,

1:41 so it's been a hard for me from the straight aspect and the lesbian world,

1:46 LGBT world, you know, believe it or not.

1:48 Um it's and I haven't had a lot of help like my mom,

1:53 you know, helped me out, you know, make sure I didn't drown.

1:55 But as far as like doing the work and just I help a hand out.

1:58 Just stop asking for help a long time ago.

2:01 What are you doing to help yourself?

2:02 I had to learn how to do everything myself.

2:05 And when I mean help it's like just giving that open door.

2:11 I feel like the first thing If we shifting anything is her mindset.

2:15 Yeah, for sure.

2:16 Because it's not about what the person didn't give you,

2:18 it's about what you do have.

2:20 You've been a fitness trainer and you decided to move

2:23 away from that because there were other things calling you.

2:26 Why did you decide to what's the reticence

2:29 and the hesitation around leaning in heavily to fitness?

2:32 So of course it started with the training and then it moved to music.

2:35 With training I end up going to the sales

2:38 department cuz I wanted to be able to meet everybody.

2:40 My music had already started.

2:42 So of course the sales management that's what came back home

2:46 to my government Annapolis Maryland born Alabama

2:49 bred savage work ethic from North Philly.

2:50 [music] And so when I came back home that's

2:52 when I said I got to figure these things out.

2:55 That's where I Time Buys Time was born.

2:58 And it was like wow God led me to financial literacy.

3:02 It was like okay so how do I build Time Buys actually led me to life insurance.

3:07 How to use the living benefits of life

3:09 insurance for life insurance to diversify your financial portfolio,

3:12 annuities and things like that.

3:13 Things we didn't know about.

3:15 So I was like Can I stop you?

3:16 Mhm.

3:16 Okay.

3:17 Here's I've already heard eight different avenues.

3:20 Yeah.

3:21 Already.

3:22 And so the first thing is you have this business called Time Buys Time.

3:26 Mhm.

3:26 But here's what I heard.

3:27 When I hear Time Buys Time you were already

3:29 in the industry that if you locked in there, right?

3:33 You would help people, you would show people that if they work out,

3:36 if they take care of their bodies, if they get their health together,

3:39 if they focus on that type of wellness then they're

3:41 going to buy themselves time later on down the line.

3:44 But because you jump ship too soon Mhm.

3:47 because you lost the belief in yourself Mhm.

3:50 you jump ship.

3:51 You you left what was purpose-driven to then go into what was money-driven.

3:56 And so you weren't chasing purpose anymore.

3:58 It takes time.

3:59 And try Time.

4:00 It takes time.

4:01 her to see if she can even build out if she build out courses.

4:04 The same thing she wanted to do but through fitness

4:06 and then she can flip it and change it to finance.

4:08 You know, we meet a lot of people that say they're multi-hyphenates.

4:11 And it's powerful to be a multi-hyphenate.

4:14 [music] But to Brandy's point and to Judy's point,

4:16 you have something that will [music] be the seed that sprouts everything.

4:20 We got to fertilize that first.

4:22 [music] What we're going to talk about is ultimately how you

4:27 create multiple [music] streams of revenue doing that which you were trained,

4:32 skilled at to do [music] and figure out how you price [clears throat] out

4:36 all of those things to earn the money that then will Five on the music.

4:42 Everything else.

4:42 The courses.

4:44 All right.

4:44 If you're aligned with me on on fitness trainer

4:47 and focusing on being a fitness trainer for a bit,

4:49 can we align on that?

4:52 You are What's the hesitation?

4:54 What's the hesitation?

4:55 Because wait, I thought I thought this was called the shift.

4:57 The shift and not shift.

4:58 Yeah, we we we we Okay, so what's the alternative?

5:02 I like talking.

5:03 The mindset.

5:04 Then talk.

5:05 Still talk.

5:07 I can I can also dance.

5:08 I can do the That can be your thing, no?

5:10 Then you create You're going to be a fitness authority.

5:13 OKAY.

5:17 BECAUSE I REALIZED what we dealing with right here.

5:20 We we we dealing with language.

5:22 Yeah.

5:23 So we can make you a fitness authority.

5:25 We don't have It doesn't Yeah, she know everything.

5:27 We we going to take it out of trainer.

5:31 [laughter] How do we How do we support You working

5:34 out of people's bodies and their mind and their minds.

5:39 to Gamburg.

5:40 Ladies, ladies, are we aligned?

5:43 Now that we've aligned on a title that D Fine [music] likes,

5:48 we want to see if she can establish a commercially viable structure

5:51 to her business and [music] pitch it in a more formal session.

5:57 We're so the village is a social impact fund that teaches,

6:00 invests, and supports black entrepreneurs.

6:03 Define, who is the fitness authority,

6:06 I thought it would be great for her to share with you

6:08 her vision for her work and for her business and get your feedback.

6:13 You ready to shift?

6:14 I think I'm ready to shift.

6:15 Okay.

6:15 So, the biggest checks we receive are through media, entertainment, and sports.

6:23 What we fail to realize is that the biggest check that we

6:25 could ever cash is the check that we cash for ourselves.

6:29 Because what is wealth without health?

6:33 So, it's time to put down the junk food, put down the designer,

6:37 put down the jewelry, and get out our [music] bodies.

6:39 Not just for this life, but generations to come.

6:42 That's Fitness Authority.

6:44 In terms of when you think about

6:46 the person that needs your services the most urgently,

6:48 how would you describe them?

6:50 My biggest would be in entertainment.

6:52 Um I've been on sets, I'm an artist and an actress as well.

6:56 And And since I've been here in Atlanta,

6:57 I've met A-list all the way to D-list celebrities,

7:01 and they first thing they ask me,

7:02 "How did you get your body like that?" Meanwhile,

7:04 I'm like, "How did you get the finances like that?" [laughter]

7:07 It's just mindset at the end of the day.

7:09 So, entertainment would be my main market.

7:11 Exactly how are your offerings structured?

7:14 So, you you said there's consulting, nutrition, all that is involved,

7:17 but is it a year plan, a 6-month plan?

7:20 Like what is the structure of your offering look like?

7:22 And then what is the pricing for that?

7:24 So, the first thing um I do a consultation,

7:27 and we really go through exactly what you have

7:29 going on as far as um your health and fitness,

7:32 and then understanding your end goal,

7:34 where you're really trying to get to in life.

7:36 Because the health and fitness is just one part of it.

7:38 So, you get the I I have books and the ebooks and everything I've made,

7:42 um, one is a workbook.

7:43 And so you get that, I give you that stuff, uh, for free.

7:46 You get that off the off the back.

7:48 And so what happens is if you feel like

7:50 you need more than that, then the next thing would

7:53 be one to three months is would be a thousand

7:55 dollars per month and you have access to me.

7:57 Six months is pretty much the max, um, and that one breaks down.

8:01 So if you get that, that breaks down to 850 per month for that package.

8:05 So we will offer training, nutrition,

8:07 group classes, and building mental agility.

8:11 The goal would be for you to be able to make money while you sleep.

8:14 Exactly.

8:14 Cuz right now it sounds like this a labor of love and a lot of labor, right?

8:18 Yes, but we want to get you

8:19 to a point where while you're sleeping these classes,

8:22 these ebooks can make you money so you're not having to worry about that.

8:25 You built and you could just continue

8:27 to build on the foundation that you're building.

8:29 And then leverage the social media in order to drive more

8:33 awareness and get more people purchasing when you're not even necessarily

8:38 performing that [music] part.

8:42 We see that Define is superfit herself, but now it's time to see her in action

8:47 [music] and actually how she trains people.

8:50 She's beginning to shift and believe that she can

8:53 be [music] the fitness authority that she's called to be.

8:55 But let's see what she has.

8:57 I think this disillusion comes when we talk about social media, right?

9:01 Because so many people have gotten this idea that, oh,

9:05 you can take off so quickly.

9:07 She even mentioned going viral.

9:09 What does that mean?

9:10 What happens that mean here?

9:11 What does that mean for you?

9:12 I mean and this is no shade, respectfully.

9:14 She went viral but only has 1,100 followers.

9:16 So what was your definition of viral?

9:19 Did it benefit you?

9:20 Was it just views for that one video?

9:21 Did you actually get followers?

9:23 Like and what did you get followers for?

9:26 Was it for something that you actually can monetize from?

9:29 Or was it just engaging and funny?

9:30 Yeah.

9:31 If you want to get lost in the sauce, Yeah.

9:33 Right.

9:33 find your way there, henny.

9:35 Right.

9:35 Well, let's get lost in something that can be

9:37 financially advantageous and then add the other avenues after.

9:40 So, I think maybe just expanding on how

9:43 big her her current talent could take her.

9:47 Let's happen and watch her and see what she has going on.

9:52 There's one person there.

9:53 Did she use her social media to get people to show up?

9:56 Let's not discredit the fact that at least one person One person showed up.

9:59 But, cuz one could turn into five and then 10.

10:02 Wow, so Mara asked her how much she charged per session and she

10:06 doesn't have an idea around how to even charge for a session.

10:10 It's one thing to want success.

10:12 It's another thing to do the work to get the success.

10:15 And I don't think she's there yet.

10:17 Maybe we were premature.

10:18 Mhm.

10:19 Yeah.

10:19 Maybe we were talking to somebody about step three

10:23 of business that actually is literally at step one.

10:26 Step one.

10:26 We were under the assumption that they had

10:28 something going and just moved on to something else,

10:30 not realizing that something going was wasn't even all the way going.

10:35 Yeah.

10:36 You know, this is the first time I'm encountering this on the shift,

10:38 but the reality is is that some of the resources

10:41 that we think define needs in order to [music]

10:45 create a stable space to build from is probably,

10:49 you know, getting her into consistent therapy and support.

10:53 Absolutely.

10:55 1,000%.

10:54 And then I also think working with once she is kind of like

10:58 able to really understand where she is and receive that as truth, [music]

11:04 then working potentially with a business coach to help guide her to understand

11:09 a little bit and there's more research you can do online, obviously, right?

11:15 [music] Tell me about the shift that you experienced.

11:17 The shift that I experienced today,

11:19 you just so happen to write that fitness trainer first,

11:22 but when you crossed it out and you wrote authority, Mhm.

11:26 it was like, "Wow." Mhm.

11:28 It hit deeper.

11:29 Mhm.

11:29 Mhm.

11:30 It [music] I am Mhm.

11:32 I am and I I owned it Mhm.

11:35 in that very moment.

11:36 It wasn't about the money, it wasn't about none of that that it was just

11:39 at that that's what people want from That's what I am.

11:42 As you think about literally leaning

11:44 into and creating the the fitness authority um empire,

11:50 what are going to be the two things that you leave here that you

11:52 feel like you have to do to prioritize that and make that happen?

11:56 I want to get my pack my packaging structure the proper way Mhm.

12:01 and create my marketing promotion tools.

12:04 The goal will be over the course of the next 90 to 120 days,

12:09 you really hunkering down and focusing on this business

12:13 and see if we give you 6 months if you can begin to generate revenue of at least

12:20 3,500 to 5,000 dollars a month using this plan.

12:23 All right.

12:24 [music] I want to I want to see you do that and I believe that you can.

12:27 Thank you.

12:28 So, there's been a shift.

12:30 It It is We got more shifts and a lot more shifts.

12:33 But thank you.

12:33 Yes, there's been a major shift.

12:35 There's been a shift.

12:36 This has been everything.

12:37 This is everything to me right now.

12:39 Woo.

12:42 What shall I write to my beautiful spirited talented [music] Define?

12:52 Define, you have carried the weight of the world on your back,

12:56 in your heart, and through your hustle.

12:58 [music] I see it.

12:59 Even with some resistance to shifting,

13:01 you still showed up and you kept [music] moving.

13:04 And you know what?

13:05 That matters.

13:06 Your growth does not always begin with certainty.

13:07 [music] Sometimes it begins with hesitation and discomfort,

13:12 but that's still progress.

13:14 This shift is not about forcing something new.

13:16 [music] It starts with what you already have and choosing to build from there.

13:21 That choice is strategic.

13:23 [music] Fitness is not just what you do.

13:25 It reflects how you lead and how you reclaim your energy.

13:28 [music] You're not becoming someone else.

13:30 You're renewing yourself and returning to what

13:33 you has always been inside of you.

13:35 Your authority, your voice, your vision.

13:39 This is the starting point.

13:41 The moment [music] you choose yourself and allow

13:44 growth to meet you where you are.

13:46 That's it.

13:47 [music] You are not alone.

13:49 We see you.

13:49 We support you.

13:51 Love, Ty.