Fitness and celebrities
Grokker’s Lorna Borenstein talks success in fitness and business
Finding success in your fitness goals is much like finding success in business – just ask Lorna Borenstein, entrepreneur and a dedicated Yogi.
Borenstein, a former Montreal-based lawyer and eBay Canada vice president and GM, is the founder of Grokker, an online video service focused on yoga, fitness and cooking. The venture started when Borenstein was on sabbatical, who – like so many of us – went online looking for videos to lead her though at-home workouts.
“I thought I’d be able to find what I wanted on YouTube, but I couldn’t because here’s what I needed: Experts – not some (guy) in his living room, I wanted premium, meaning high quality… The third thing that I wanted was to feel a connection to the expert and a connection to other like-minded enthusiasts,” said Borenstein on a recent trip to Toronto.
“Grokker is like Netflix for wellness with community at its core.”
Grokker – which comes from Robert Heinlen’s novel, Stranger in a Strange Land, meaning to “understand something so thoroughly that the observer becomes a part of the observed,” – was recently named to the 2017 CNBC Upstart 25 list for successful start-ups. Borenstein credits the company’s growth and success to the variety in the videos and the community, with hundreds of fitness and health experts answering more than 400 individual questions a month from all over the world.
In getting Grokker started, Borenstein explains networking was essential in getting her business idea off the ground. After having spent years as an executive, she continued to network and meet like-minded people, something she advises women to do now.
“Oftentimes when I talk to women they are surprised by the advice because they are so focused at doing well at their job – well, you should be focused at doing well at your job but you got to look up and look out,” she said.
“If you stick to that tunnel vision you will make an amazing lifelong employee if that’s what you want great. If you want to be a CEO, be an entrepreneur look up. There isn’t a magical wand to wave and all of a sudden you’re in, you spend years networking, you know everybody, do well, be kind.”
Borenstein was in Toronto recently to speak on The Judy Project, a program she co-founded in memory of Microsoft Canada executive Judy Elder. The Judy Project is one of Canada’s leading executive forums designed to support and prepare women moving into executive leadership and C-suite positions.
Borenstein’s passion for fitness and her years spent in e-commerce helped her see trends moving towards paid mobile video thanks to services like Netflix and Hulu – why not offer the same to inspire and lead people in their fitness and wellness? She said.
Whether you are just starting out in your fitness journey or looking for something new, Borenstein’s advice is simple; Set achievable goals, be honest about the time you have to working out and set that time aside, and mix it up, find variety for your workouts.
“If there was a fourth tip, look for incentive, things or people that are going to congratulate you because science shows being recognized for your wok is a key to forming healthy habits,” she said.
“Because what you’re really doing is you’re building a new lifestyle.”