Shanna Missett Nelson, CEO, Jazzercise, Carlsbad, Calif.
Generation of family ownership: Second.
Revenue: $77 million global, system-wide sales. That includes all our revenue drivers: Jazzercise sales from studio classes, our On Demand offering and Jazzercise Apparel, and our corporate-owned studios.
Number of employees: We have 68 full-time employees in our corporate office, and the corporation owns two local studios, one in Oceanside and one in Carlsbad. Including the instructors in the two studios, there are about 130 employees in all.
First job at this company: Teaching Jazzercise. I became an instructor myself at 18 when I was in college. (Jazzercise instructors are also franchisees — whether or not they are franchisee owners — who run a studio or classes out of a parks and recreation facility, for example, or associate franchisees, who teach classes for an owner.) I attended the University of Arizona and subbed for instructors all over Tucson, taking jobs that worked with my schedule. It was a great part-time job and also kept me fit throughout college.
Most memorable thing I learned from my mother: First, surround yourself with people who lift you up and are smarter or better at doing things than you are. Second, have appropriate boundaries with members, franchisees and employees.
Our greatest success: We've been around for 55 years in an industry that is notoriously fickle. We have stayed true to who we are — a dance fitness company — and have created an inclusive, warm and friendly environment that has served us well. We have also adapted to change while keeping it fun, because if you don't enjoy your workout, you're not going to do it. Getting through COVID the way we did is another success. We were already in COVID mode because of our Italian franchises, who were hit first. We had just launched Jazzercise on Demand, a digital platform, and we offered worldwide free access to our members so they didn't cancel their memberships with their local studios.
Something interesting on my desk: I always have a jar of peanut butter sitting there. I eat it every single day; sometimes I feel like I live on it. Everyone knows that peanut butter and apples is my go-to thing. The Costco Organic is so good.
One of my greatest accomplishments: The launch of Jazzercise On Demand in 2019. I knew that being in the digital space was really important, but I didn't know how important it would become to our success. It played a huge role for us in COVID, and since then, our digital growth has been exponential. We've uploaded hundreds of classes to a library and offer live-streaming classes as well.
Advice for other family business leaders: You need to be tough-skinned and not take everything personally. Just as you can't do that when you're not related to the people you work with, you can't do it when you are. Not only do I work with my mom, but one of my cousins is on our executive team, and one is our director of sales for the U.S. My oldest daughter works for us as well. Also, try and have open communication and address things when they arise. If you wait to have a hard conversation, it can be an even harder conversation.
On a day off… I like to be at home. My backyard is my sanctuary. I love to be there and just putter around the house because I don't get to do that often. I know that's not very sexy, but it's what I like to do.
Philanthropic causes our family supports: Jazzercise has supported many different charities over the years and raised millions of dollars for leukemia, breast cancer, and women and children, for example. But as a business we allow our franchisees to support whatever causes they feel best serve their communities.
Words I live by: Be open, honest, direct and kind.