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With women entrepreneurs stepping into this space, the transformation is just as much about breaking industry norms as it is about redefining personal and community well-being.

Wellness is no longer just a luxury; it’s a necessity, and women are playing an instrumental role in reshaping its landscape. As someone who has built a fitness community from the ground up, I’ve seen firsthand how women are not just participants in the wellness industry but powerful change-makers, driving a shift towards inclusivity, innovation, and empowerment.

Caption: Maitri Boda, Fitness Enthusiast and Co-Founder of Squat Up

Breaking Barriers in a Male-Dominated Industry

The fitness and wellness industry, much like many other fields, has traditionally been male-dominated. From gym ownership to professional training roles, the presence of women has often been underrepresented. When I co-founded Squat Up in 2017, I entered a space where the business of fitness was largely shaped by men. Decision-making at major fitness chains, the narrative around strength training, and even the way fitness was marketed often catered to a predominantly male audience.

For women entrepreneurs in this space, the first challenge is often being taken seriously. The stereotype that men are more suited to lead fitness and wellness ventures is outdated but still lingers in many ways. The key to breaking this barrier is confidence—confidence in one’s knowledge, vision, and ability to create something meaningful. Women-led fitness businesses are now proving that wellness is not just about lifting weights or achieving aesthetic goals; it’s about holistic well-being, mental strength, and fostering a supportive environment for everyone.

Building a Community, Not Just a Business

One of the biggest strengths that women bring to the wellness industry is community-building. Fitness is deeply personal, and for many, walking into a gym or starting a wellness journey can be intimidating. Women entrepreneurs have a natural ability to foster a sense of belonging, making wellness spaces more welcoming and accessible. Wellness isn’t a one-size-fits-all approach. While some thrive on high-intensity workouts, others seek mindful movement like yoga or Pilates. A thriving wellness community is one that acknowledges these differences and provides a space where people feel encouraged, not pressured, to take care of themselves.

Women, by nature, are empathetic leaders. We understand that motivation doesn’t always come from pushing harder but sometimes from simply showing up and being consistent. Creating an environment that promotes encouragement over competition has been key to Squat Up’s success, and I believe it’s a model that should be embraced more widely in the industry.

Wellness as a Holistic Experience

One of the biggest shifts we’re seeing in the wellness industry today is a move beyond just fitness. It’s no longer just about having a great workout but about integrating mental well-being, recovery, and lifestyle balance into the experience. Women-led businesses are at the forefront of this evolution, bringing a more holistic approach to wellness.

A prime example of this is the rise of recovery and self-care spaces within gyms and wellness centers. Facilities that offer ice baths, sauna treatments, guided meditation, and breathwork sessions recognize that true well-being is about more than just physical endurance—it’s about balance. The idea that rest and recovery are just as important as the workout itself is something that is now gaining more traction, and women entrepreneurs are leading this conversation.

Another important aspect is mental well-being. Stress and burnout are at an all-time high, and traditional fitness models that only focus on high-intensity training are no longer enough. People are looking for wellness spaces that prioritize mental health alongside physical fitness, and women entrepreneurs are playing a huge role in making this shift happen.

Challenging Fitness Stereotypes for Women

For the longest time, the fitness industry has set unrealistic standards for women. Whether it’s the pressure to be a certain size, achieve a particular physique, or train in a specific way, these narratives have often been limiting. One of my biggest priorities as a wellness entrepreneur has been to challenge these stereotypes and redefine fitness for women.

Strength training, for instance, was once considered a “men’s space.” Many women still hesitate to lift weights due to myths around “bulking up” or societal conditioning that strength should look a certain way. But the conversation is changing. Women today want to be strong, confident, and empowered, and more female-led fitness businesses are encouraging them to step into strength training without fear or hesitation.

Similarly, the rise of alternative fitness activities—such as pickleball, Pilates, functional training, and hybrid workouts—shows that fitness doesn’t have to be monotonous or rigid. At Squat Up, introducing Mumbai’s first gym-based pickleball courts was a step towards making fitness more inclusive and enjoyable, proving that movement can be social, competitive, and fun all at once.

The Road Ahead: Evolving as a Leader in Wellness

Being a woman entrepreneur in the wellness space is not just about running a business; it’s about creating impact. The industry is evolving, and more women are stepping up to take leadership roles, bring in innovative ideas, and challenge outdated norms.

For me, the journey of entrepreneurship hasn’t just been about fitness—it has been about learning, adapting, and continuously evolving. From dealing with my own health challenges, like being diagnosed with endometriosis, to understanding how fitness plays a role in mental and emotional well-being, my approach has always been one of growth and transformation.

Looking ahead, my goal is to continue making wellness more accessible, inclusive, and enjoyable. Whether it’s through introducing new fitness trends, building stronger communities, or creating spaces that prioritize self-care as much as training, the focus remains on redefining what it means to be truly well.

To every woman who dreams of making an impact in the wellness industry—whether as a trainer, entrepreneur, or wellness advocate—my advice is simple: trust your vision, lead with purpose, and don’t be afraid to challenge the norm. Because when women lead in wellness, they don’t just build businesses—they build movements. And movements have the power to change lives.