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Meet Jourdan Baldwin

Today we’d like to introduce you to Jourdan Baldwin.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
If you would’ve told me 15 years ago that I would end up as a personal trainer, I would’ve laughed, a lot. Rewind to back then, I was just entering into high school and sports weren’t on my radar. I had a history of getting doctors notes to get out of the mandatory PE mile and when we had to do fitness tests I would conveniently have to “go to the bathroom”… for an hour. While my dad was a national champion bodybuilder, the fitness scene didn’t initially appeal to me, and to be honest, I just didn’t ENJOY exercise. Fast-forward to my junior year of high school. My parents went through a bad divorce, and after months of trying to numb everything out with beer pong and high school grade jungle juice, I decided to give the gym a try. I started out with the same routine a couple of times a week: elliptical for 30 minutes, then six weight machines (3 sets of 12 reps), then some crunches at the end. When I would leave the gym, I would always feel a little better than when I came, and at that time in my life, I needed any positivity I could get. Fast-forward another year to when I was a senior and had discovered running. Running became the reason why I got up in the morning and it gave me something to live for when everything was falling apart all around me. After a half marathon and a few good 5k races, I ended up submitting my times and was gifted a full ride cross country scholarship to Fort Lewis College (without any prior athletic experience).

At the time, I knew NOTHING about my body. All I knew was that I could run fast. Since we had to pick a major, I chose Exercise Science and also got a job teaching step aerobics, spin classes and “Abs and Core”, which was my first waitlisted group fitness class. During my first couple of years, I also did triathlons in the offseason and even completed my first half Ironman at 19 years old. If you’re reading this wondering how I was able to be a college athlete, go to school, work and train for triathlons, you’re onto something. This lifestyle lasted me a little over two years until it ultimately led me to 3 different stress fractures, the common “female athlete triad” and severe overtraining.

After experiencing a lot of devastation and going through a mini identity crisis, I decided I needed a change of scenery and transferred to Colorado State University. I majored in Health and Exercise Science and thankfully, because of their incredible program, got a ton of real-life experience from the semester-long internships we were required to complete. I worked with athletes, did marketing for a bike shop, worked for Vail Rec Center and got learn about how to organize and direct large race events. While there I also was doing a lot of mind/body connection work (found yoga, meditation and mountain biking) that helped me understand the deeper aspects of wellness and how to create more of a balance and prevent future injuries.

Then I graduated. And like many college grads who get handed the most expensive piece of paper they’ve ever held on stage and smile for a photo, I had no idea what I actually wanted to do. Everyone told me I should be a trainer, but I almost looked at it as a last resort type of job – one that I didn’t think I would really like and that wouldn’t give me the career I thought I “should” have from getting a degree. After applying for dozens of positions and getting turned down, I got a job as a trainer at 24 Hour Fitness in my college town, and this turned out to be the catalyst for my entire career in the wellness industry AND also where I met my husband.

After three months of being hired as a trainer (and truly having no idea what I was doing) I had started the largest (paid) small group training program the company had seen. I was truly at the right place at the right time, saw a market, made some homemade flyers to post in the bathrooms, and I had 64 women register for the 30-day program. From there, I was able to start my own business. I ran a personal training company for about a year (taught boot camps in parks/rented space from a local gym) until I got an offer from a gym owner in the Middle East (Jordan) to take on the role as the Fitness Director for a chain of gyms called Fitness One. I was young and didn’t have much to lose, so I said “yes” (after asking my then friend Kit, now husband, to accompany me) and we lived in Jordan for almost 18 months. While there, we created the hiring curriculum for trainers, helped them start implementing small group training and opened the second Crossfit gym in the country.

At the 18 month mark, the living situation got to be hard, so we moved back to Colorado and I took a job as a trainer at Pura Vida Fitness and Spa in Denver. This gym was tough to get into and had a very little turn over rate, but my experience in Jordan gave me enough of an edge to sneak my way in. After three months of working at Pura Vida, I started another small group training program, this time with another trainer, Sarah. We spent a year growing these programs and by the first year, we had quadrupled our attendance and created an incredibly loyal following of women. By the second year we grew so much that we needed technology to reach clients that couldn’t attend our programs, so we got on board with a company called Functional Solutions and started the Fresh Fitness App and expanded our reach to virtual clients in addition to our in-person group clients.

After an amazing and productive five years at Pura Vida, I knew it was time to step into the next challenge, so I left to pursue my own private personal training business and also to take on a position with Functional Solutions – the app company that created my first app. I currently work with clients three days a week at Vital Strength and Fitness in Denver, help gyms with visual training platforms and also help personal trainers and vendors get their own personalized apps to train their clients virtually and create alternative streams of income (since there are only so many hours in a day, especially for a trainer). I am also in the process of creating another app called Gym Quickies, that will serve as my own personal virtual training platform. It is set to launch in July 2019.

To this day, I am so grateful for a career that lets me serve others, and while exhausting at times, I can’t imagine doing anything else. The future for me includes a deeper understanding of nutrition, gut health, eastern medicine philosophy and mental health in relation to physical fitness. I love that science has only come so far in my industry and that we still have so much more to learn.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Oh no. Smooth and growth have never existed in the same sentence for me lol! But looking back proves that everything that felt like a setback proved to be either a launch pad for something new or a much-needed lesson to be learned.

A huge struggle has always been overworking (which is so easy to do in my industry). I supported myself through college and work always had to be my priority (over school and sports) which always left me exhausted. Most of my money in college went to coffee and energy drinks because I was always on the verge of falling asleep wherever I went. I’ve struggled on and off with adrenal fatigue quite a few times while building my business as well. Thankfully now I can read the warning signs before they get too bad, and continually seek out preventative care like acupuncture and massage. Another struggle (that still appears a lot in my life) is simply belief in myself. I have always had a voice in the back of my head saying “what if this doesn’t work”. And while sometimes I can shut it out, other times its caused me to procrastinate and lose track of my values and long term vision. Realizing this was huge for me, and I am consistently working to show up fully by doing the hard back end work for my mind and spirit (meditation, journaling, creating space to just be versus being “busy” all the time). It’s vulnerable, messy, and insanely uncomfortable, but continues to open up new doors and gives me the courage to pursue my bigger goals.

Please tell us about Jourdan Baldwin Fitness (Personal Training).
I am an independent personal trainer and I specialize in women’s health. I also have an app in development called Gym Quickies that will be my virtual training platform.

Specifically, I work with women who are naturally driven but who have trouble finding work/home/life balance or who simply need accountability/an extra push to reach their fitness goals.

I am known for my programming. The mental strength gained from exercise flows into all avenues of life (family, business, balance, etc.), and I program high-end workouts based on what my clients need the most. My clients come to me because they know that they will be challenged both physically and mentally, and the confidence they gain from those 60 minutes translates in dozens of other areas of their lives. I always aim to make sure my clients leave their session feeling strong and able to take on anything the day throws at them, and sometimes that means 30 minutes of mobility and other days that means a 400-meter sprint. I am tuned into my clients’ needs and I have had immense loyalty because of that.

What sets me apart from others? I see strengths in everyone and can bring them to light. I have always resonated with feeling “strong”, and it’s what I naturally look for in others. Once I find someone’s strength, the workouts just become icing on the cake.

Do you look back particularly fondly on any memories from childhood?
Sleeping. Ha!


  • Initial Consultation: FREE , let’s chat about your goals!
  • Personal and Group Training Sessions ($40-$85/hour)

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Image Credit:
Elizabeth Bettis Photography

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