I love sharing inspiring stories of people who have moved out of corporate roles to fit their lifestyles better, follow their passions and dreams at the same time, while creating epic success along the way. I chat with Katherine from FitNest Mama about how she created her dream business, plans her busy week for success and raises 3 tiny humans in the process.
Links
Katherine Baquie Instagram (fitnestmama)
Katherine Baquie Facebook
Hayley Osborne Instagram
Hayley Osborne Facebook
Transcription
Hi, Katherine and welcome. A very big warm welcome to the Hayley Osborne show. Thank you so much for joining me today. I am very honoured that you are here.
Katherine Baquie:
Hayley, thank you so much for having me.
Hayley Osborne:
All right. So I usually like to start off my interviews with you telling us a little bit about who you are and what you do.
Katherine Baquie:
So, I am a mum of three girls. They’re quite young at the moment. I’m a physiotherapist for women. And I started off my career as I think when anyone starts off physio, or whenever anyone goes into physio, we only hear a sports physio, right? Football players. I was like, yeah, I’ll work for a football team. And within a few months, I’d got a job as a sports trainer on a Saturday at the local footy team, and I soon realised on a cold winter’s day, massaging sweaty hamstrings on the football field when it’s raining was just not my thing. So yeah, I feel like everything’s sort of just evolved quite organically, I then discovered the world of women’s health physio. So for those that don’t know, it involves everything from working with pregnant women, pelvic floor rehab, if anyone’s got incontinence, or leaking or prolapse. Yeah, right through the women’s cycle. So women’s lifespan, I should say. So it’s a beautiful area to work in.
Hayley Osborne:
Nice. And you run a business doing what?
Katherine Baquie:
It’s just evolved in the last three, nearly two and a half, three years. So I was working in the whole hospital, private public system. And being a physio I think they equip you really poorly, I don’t know what the unis are like these days. But when I graduated, there was maybe one lecture on business, we were just not equipped with business skills whatsoever. So I went through the normal route of you know, public and that hospitals and private practice. And then I started to dive more into the women’s health side of things. And I started to discover that I was saying the same things over and over again, I was seeing women who are pregnant, who were really struggling, and I was like there’s so much that we can do to help women before they’re getting to the need where they need to go and see a physio one on one.
So I started to see this recurring theme, I got pregnant I struggled to go and see the physio even though I worked in a physio clinic, I had really bad pelvic girdle pain, I had a toddler struggled to get them, in and out the car. And so this was sort of the moment where I thought okay, time to develop my programme. So this is fitness mama. It’s an online programme for pregnancy and postpartum. It helps women to exercise during pregnancy and after birth, it helps them to recover after birth, but it’s not just an online workout programme, it provides all the information and support that I would give one on one. So self management strategies for pelvic girdle pain diastasis so abdominal muscles separation, our pelvic floor issues, all those sorts of things.
Hayley Osborne:
Cool. So you have your physiotherapist you have fitness, your fitness mama membership. Your website is beautiful. You have a podcast, your the host of fitness mama podcast and you are a mom of three. Holy heck! How do you do it all?
So, Katherine, I’m gonna pop the fireworks, you have the Instagram following of almost 7000 followers you do all the things you’ve got great authentic engagement across that, even if we don’t have all of that going on, in terms of the fate of everything that you’re doing your business, your kids, your podcast, I know that having a podcast obviously requires a lot of time investment. What’s your secret to be consistent and show up across your marketing? Because this is the number one thing, that helps to drive the business and would be the number one thing to create your really successful membership.
Katherine Baquie:
Good question, Hayley. So I started off my business, partly because I felt there was a real need and an amazing opportunity for the pregnant women and women who’ve had a baby, but also because I thought I wanted to work three days a week between school hours. So I started this business bit naively perhaps thinking, Yeah, I can do this all on three days a week, between nine and three. And I soon discovered, it’s not possible. At this stage, I just I don’t know about you, but it is it is all consuming. Like I feel like my brain is never switching off. Even when I’m not working. I’m like, Oh, that’s a really interesting thing.
Hayley Osborne:
When you’re so passionate about something, and you are because you’ve got a background in this and you’ve taken it the next step. It’s like your hobby is your business and your business is your hobby, it’s your interest, it’s your passion, and they kind of I don’t think there’s ever a like you walk through the door, and then you’re a different person. It’s like they all like blend together so beautifully.
Katherine Baquie:
100% And I think part of the answer to your question is exactly that. I don’t really feel like this is work. I love it.I just love it so much. I could do it all weekend, if I could. To be honest, in terms of how do I stay consistent and everything. For the first two years that was smack bang in the middle of COVID. So things were a bit warped because I was doing homeschooling. So my break from the children because they were around 24/7. We like if you’re in Melbourne, we are an endless lockdowns, like, ever. We couldn’t even leave the house except to go for a walk. Like it was just ridiculous. And I felt like my break. My husband and I, we had a bit of a joke we called the bedroom where we worked at the sanctuary. So that was actually just time for me to get, you know, just to have a different element of the day. So my I would wake up early, it was just crazy and work and then I’d be with the kids all day. And then in the evenings, I’d work and on the weekends, I’d work. So that was really warped.
So it was this year 2022 that I’ve started to put a bit more structure into it. Because thankfully, we haven’t had any more homeschooling. So I’m really trying to I guess, in terms of social media, staying consistent. I’m very much I’m half. I’m half organised, and I’m half on the fly. So half of what I do, it’s sort of pre organised a Monday is my social media day. It’s where I develop all my content. And I try to also,. And I’m trying to become better at repurposing my content because there’s such amazing information in the podcast and I don’t feel I broadcast it enough in terms of I don’t feel like quiet, like the podcast is brilliant, but I need I’m trying to become more consistent and developing an email to help support my email customers, email clients, whatever the layout and then developing one to two posts to help support my Instagram and Facebook followers. So I’m trying to really repurpose that podcast more regularly, because in the past, it’s been a bit yep the podcast done, tick it off. Whereas I’m trying to become a bit more structured this year, and have days that are designated just for producing content.
Hayley Osborne:
Honestly, I think that is the secret sauce, and that’s something that I try and teach my private coaching clients that you don’t have to reinvent the wheel, you need one hero piece, say that’s for the week, because you know, the podcasts like it’s a lot of energy to create. And that hero piece, whether it’s a podcast, or whether it’s a blog, that then gets pulled apart into bite sized pieces, which cascades down to your socials, and then also morphs into what is fed out to your email list. And then it’s like, it just sings this beautiful story, and you kind of telling the same message for the week, but you’ve, you’ve made it easier for yourself.
And in terms of batching, my zone of genius is obviously marketing and I guess that word is EQ. So I’m just out there to transform and put the soul back into that and make it feel lovely and easy. Because if you don’t do that you don’t drive sales, you don’t build authenticity, and therefore, no one trusts you and no one buys from me. It’s like a vicious circle, but batching it as well is awesome. So it’s working for you, and you’re doing all the things and that is so, inspiring to hear. And I’m sure a lot of people that listen are like yes I know, I need to do it. But I just have to get myself in that zone.
Katherine Baquie:
Yeah and that’s the hard part is getting yourself in that zone. And then one way I’ve been trying to take that one step further is I create the posts on Instagram. But then I’m trying to also jump on stories. This is how I said I sort of do it on the fly a little bit because let’s say interview someone, I’ve jumped on the stories just before or just after that interview. And then I jump on stories again, just when the podcast gets published. So that’s two lots of stories. And then I always try to include either poll or a question box as well in stories. And that’s so lovely. I love hearing from all everyone and their personal stories, whether or not they’re giving their experiences. Let’s say for example, I recently did one on Caesarean births. And I got to hear all these lovely ladies experiences. Then I can then utilise in my podcast episode, so it’s just a beautiful.
Hayley Osborne:
So you found your flow.
Katherine Baquie:
Yeah two to three years later, getting there!
Hayley Osborne:
I think that’s the kind of time that it comes as well. I think as business owners we evolve and how it started off isn’t how it is it today because you realise I love this. I don’t love doing this so much. And I’m going to try this and then everything just ends up the way that it’s meant to if we didn’t evolve, I think there would be a problem.
Katherine Baquie:
And I do just want to say I distinctly remember the first Instagram stories I ever did. I was holding the phone talking to the camera. I’ve never talked to the camera to my face before my hands was shaking, my heart was beating so fast it took about 20 takes to do like a quick 10 second video. But I was so scared to put myself out there. I kept thinking what are the other physios gonna think I kept thinking about that the physio is not about the pregnant women and the postnatal women. I kept thinking, what about the other, health professionals, it was ridiculous. And I really had to just get over myself.
And I do remember that turning point where I was like, you know what? I think it was when I had one person respond to an Instagram Stories, I’d just done something on pelvic floor, I just been talking women through pelvic floor exercises. And I had one person respond and say, oh my gosh, that was just what I needed to hear today. I always keep forgetting to do them. And that was this point where I was like, you know what, I need to get over myself. Like this. I’m not doing this for me, I’m not doing it for the other physios out there. I’m doing this. For the woman who’s pregnant or who’s leaking every time she coughs like, this is why I’m doing it for so remembering your why I think for me has been really important throughout the process.
Hayley Osborne:
I love that so much because I think we get so lost in the tech and in the confidence or lacking confidence that we forget the why? And essentially, you know, we’re here to help people. So for you, it’s obviously with their physical well being for me obviously it’s with their marketing and their social media. And everyone is solving a problem. And that’s, I think the fundamental thing that we need to remember. That’s really good advice and it’s good to know because so many people listening to this probably Yeah, uh huh. That’s me.
Katherine Baquie:
And also, I remember I used to do my makeup and my hair before going on stories, but it got to a point where I was like, if I don’t do it quick 22 second stories before I leave for school, pick it up, it’s not gonna happen. So I would just do it my hair wet in a bun, just get on camera, because done is better than perfect. Oh, I say that all the time. I love connection over perfection, like really just yeah, taking the opportunity where you can not worrying about what you look like that was.
Hayley Osborne:
So usually, I show up as like really frizzy hair and zero makeup, because that’s just me. And otherwise, like you said, if you don’t do that, at the time, when you have that inspiration, and whatever you look like it’s just not gonna get done. And then another day goes by. And then another week goes by so your missing all these opportunities.
So I talk a lot about by not marketing yourself and your business, you’re wasting opportunities. So this leads me on beautifully to my next question. What are the biggest opportunities that you’ve received by being consistent marketing your brand showing up as yourself putting yourself out there?
And you know what there’s so like, for me, the opportunities that have come out of me, just showing up as me and teaching. What I know, to I don’t know who’s watching are huge. Like, I work with some of the biggest brands in South Australia. I’ve written marketing strategies, and I mentor a lot of big business in this state. And usually when I say like, how did you hear about me? They’ll be like, I just found you on your social media. And that’s lovely, it means that all that effort that you’re putting in, it’s working.
Katherine Baquie:
I think for me, the biggest opportunities would have been just connecting with other complementary disciplines, so other complementary, so lactation consultants and midwives and being able to work with them, and support their programmes or support their communities, and being able to work. What’s the word in harmony together, complementary with complementary to each other? I think that’s just opened up great opportunities in terms of podcasting. But also, you’re appearing on other people’s memberships inside other people’s membership. And it’s just it’s lovely to be able to connect with other health professionals and thus also other pregnant and postnatal women.
Hayley Osborne:
Yeah, we’re connecting, obviously, through an avenue, like through a membership. It’s lovely, I am so happy to have met you. And now you’re on my podcast. And those opportunities would never have happened if you didn’t take that step. So, in terms of where you’ve got to now from a business perspective, do you have a mentor? Did you buy a course? What does that look like for you?
Katherine Baquie:
Yeah, great question. I think, for me, it all boiled down to podcasts. So podcasts, such as your brilliant podcast, I think podcasts have just opened up a whole new world. Like I said I was a physio I had one lecture in business, and I think once podcasts started coming about I was really drawn to business podcasts and learning about online programmes and that that connected me with some amazing business mentors along the way and I go out of my way to seek support and invest in myself and my business journey because I’m very good at recognising that I’m a great physio.
I know how to help women and help them during a stage of pregnancy and postpartum but when it comes to running a business, I knew that that was an area that I needed to upskill in so I think there’s never one perfect investment in terms of there’s not one perfect course or membership out there, I think it depends on your stage of development and business development. So for me, I’ve been every year, I’m part of something and I feel every time I progress, it’s helping me through the stages of business. But that’s one piece of advice to anyone listening is, that’s definitely been, invest in yourself. 100% invest in you and you don’t know what you don’t know.
Hayley Osborne:
And it skyrockets your path to where you want to get to a lot faster. Because what could take you know, a couple of weeks to figure out how to do someone will tell you in two minutes. Or if you’re sitting on something festering about if you should do it or not. Because you know, business decisions are hard, having somebody in your corner to support you and help you. Like, for me, I found that to be the best thing that I’ve ever done. So I love to ask that question. Because usually, when you get to a certain level in your business, everyone always says yes and if they don’t, I’m like, What did what did you do differently? Don’t worry, I want to do everything. So obviously, your industry is massive, where it’s essentially, you’re in the fitness industry, but you’re obviously specialising in maternity pre and post fitness. This space is very noisy. How do you cut through all the noise across your marketing and social media really, to, like build that success?
Katherine Baquie:
Yeah, good question. I think you’re right. It is a really noisy industry. I think it’s an industry as well, that has a lot of different types of people in this industry in terms of you’ve got some celebrities who then ended up developing programmes, you’ve got personal trainers, you’ve got physios, I guess just a whole range of people providing similar courses and similar programmes. So how I cut through it, I try to put my blinkers on a little bit, and I stay in my lane. I think in the first year I was checking out a lot about the Instagram profiles and checking out what other people were doing. But I soon realised it just wasn’t helping. And as soon as I realised what this is my core message. These are the people I’m helping, and this is how I’m going to help them, then it just became simpler. I’m not worrying about other people are doing, there’s plenty of room for everyone. And some women might need the support that I offer, and then others will totally need the support that I offer.
Hayley Osborne:
I think it’s great as a first time mum myself, I have a 15 month old just at the beginning, when you get over that stage of birth and you’re ready to go back and start exercising, it’s really hard to leave the house. Especially if you’re breastfeeding on demand, it’s really hard to just be like, oh, I’m gonna go to the gym now, but the support that you offer in terms of women can do this in the comfort of their own home. And that’s the beauty of the digital world. I think if COVID taught us anything over the last couple of years, it’s the online world is becoming smaller and smaller and more acceptable, which has really benefited women, as well that are going through that journey, because it can be quite isolating.
Katherine Baquie:
100% Yeah, you just hit the nail on the head, like someone might have a goal to get back into CrossFit and they want to get back into the gym, and that’s brilliant. But I’m also a huge fan, when we need to have stepping stones we can’t after having a baby. Like I’d argue having a baby is harder on the body than having an ACL injury. And after one of these knee injuries on the footy field, for example you would have surgery, you’d have a period of rest, you would have a period of recovery and rehab before you get back onto the footy field. Whereas unfortunately women we have a six week after birth check. And then left to our own defences. And they say they’re often told you can start running at 12 weeks and then go into it bang without any rehab. So I personally know I’m biassed, but I think every woman needs is a period of rehab that they can do at home with their baby while the baby sleeps, because otherwise it just doesn’t get done. There’s a stage in all our lives where unless we do it at home, imperfectly might not be what you want to be doing back at the gym, but unless we start somewhere and build up those stepping stones, it’s just not going to happen.
Hayley Osborne:
Yeah, it’s definitely like being slapped in the face straightaway, because when you’re so used it, especially with the first I was super fit, pre. And you aren’t the number one person in your life anymore. It’s a hard like pill to swallow, and like you said, the getting used to the imperfect way of doing things, but getting them done, it’s actually a great analogy to for getting yourself on social media. Done is better than perfect. Especially with stories and getting your face on there, they disappear after 24 hours. So who cares? At least you’ve done it, and you’ve kind of started to build that confidence tower. And then the same with your Instagram posts. If you look through anyone’s feed, or if I was to say to you, I started my business and my websites had a couple of makeovers because you evolve, you grow.
Katherine Baquie:
After birth recovery and social media and marketing are the same.
Hayley Osborne:
I know. And I really credit running a business to the ability to be able to become a new mum, because you have to be like nimble, you have to be reactive, you’ve got to just go with the flow. You don’t know what your newborn is going to do. All right, so who do you think has been the most influential in your business journey to date?
Katherine Baquie:
There are many. As I said, podcasts were amazing at just sort of getting me off the ground and up and running. Should I just name a few names?
Hayley Osborne:
I would love that.
Katherine Baquie:
I love Emily Osmond she’s been amazing at just getting my confidence up on Instagram and helping me to show my face on Instagram. I also did her scalable, so she set up my programme because setting it up from scratch. So that was great. Angela Henderson really helped to take me to that next level. She’s a funny human being who I just love. There’s been a few others over the course, Colin Boyd has got some fantastic stuff that I feel is really authentic. I personally hate selling. I hate promoting myself. I’ve got a beautiful pregnancy workshop, which for the first year I just hated it because I sort of did it by the book and you know, did it how else sort of told to do it and it just never really sat with me. And Colin Boyd really helped me tweak it with his programme because it feels so much more authentic. I don’t feel like I’m selling anymore.
Hayley Osborne:
Nice. So where do you see your beautiful business in five years time?
Katherine Baquie:
So the issues that pregnant and postnatal women face it’s just not pregnancy and postpartum. I think once there’s a spike of pelvic floor issues around pregnancy and postpartum and then again around menopause. So I would love to help menopausal women, I think we need this stuff. So if you’re approaching 50 it’s so important to be focusing on pelvic health so I want to be helping all women not just pregnancy and postpartum. Yeah, so I’d love to be diving into the menopause market.
Hayley Osborne:
I think there’s there’s room for like women throughout the lifespan really in this because can’t just do things alone. Like I can;t expect my body’s just gonna work itself out because sometimes we need a little help. So what’s the number one piece of advice you’d give business owners right now?
Katherine Baquie:
Just do it don’t think about it, get yourself a plan, I think get out of our own way and get yourself a plan and if that means you need the support, then get the support whether or not that’s informal, formal group programme face to face. I do think there’s a lot of pros for the group programme. I think there’s also a lot of pros for that individual like consulting work that I know you do. Get the support you need. Get yourself a plan. There’s really no excuses. Really, we’re in charge of our life. We’ve got one life we can choose to do what we do with our life. And yeah, it’s beautiful. Like I’m actually reading Tina Towers but one life at the moment. And I’m thinking oh my gosh, it’s so true. We’ve got one life and no one else is going to tap us on the shoulder and say come on.
Hayley Osborne:
That’s a really good book if anyone felt like you know, motivation to just get out their own way. Tina we love you. All right. Well, Katherine if people want to connect with you and find out a little bit more about everything that you do where can they find you online?
Katherine Baquie:
Yeah, if you’re pregnant or you’ve had a baby come and find me. So @fitnestmama. Send me a DM I’d always love a good chat on Instagram. I’m probably on there a little bit too much. I’m trying to back off. Yeah, I’d love to chat.
Hayley Osborne:
Awesome. It has been like really lovely listening to your story learning about your business how you’ve grown. Thank you so much for spending the time and I look forward to stalking you online.
Katherine Baquie:
Thanks, Hayley and thank you so much for your podcast.
