Be More Fitness

Belinda Morrison prides herself on being ahead of the curve when it comes to putting proven research and experience into her fitness programs. The owner of Be More Fitness – a clever play on the first few letters in her first and last names, as well as a business philosophy – eschews fitness fads and trends, and instead focuses on giving her clients the biggest bang for their buck in the shortest amount of time.

Morrison launched the business in 1999 after holding several jobs that utilized her recreation-therapy and personal-training education. She started out doing in-home training and running classes but had a vision to expand her business that came with a monetary goal. “I said OK, I am going to make $100,000 in my first year. I’d read in one of the Chicken Soup books, to make your goal bigger than you realistically expect,” Morrison says. “At the time, boot camps were all the rage, and it was crazy. I probably made three times that in the first year. But you have to really be ahead of the fitness curve. I changed my classes and the name of the program to FLOW, because I could see the end of boot camps coming.”

FLOW stands for “fat loss optimized workout,” and is designed to give fast results in 30-minute sessions. Morrison went from offering hour-long boot camps to higher-intensity workouts in shorter periods, because research has proven the method more effective at burning fat.