Today we’d like to introduce you to Jillian Tedesco.
Hi Jillian, so excited to have you with us today. What can you tell us about your story?
My journey started in the fitness industry. From eighteen to twenty-two years old, I ran several personal training studios until I decided to open my very own at twenty-two. My first stab at business didn’t work out, and I lost my chance with my personal training studio. I was back at square one—twenty-five years old with no job, no formal education, and no cash.
This was a dark time in my life, and with no faith, I quickly fell victim to anxiety. With fear and worry causing so much stress, I put myself in the hospital. I know today, it was the fear of not having a purpose in my life that caused the anxiety. Out of desperation, I called out to God to help me. I asked him that if he was real to show me. This prayer was the beginning of the biggest pivot in my life. God showed up for me and taught me I could replace fear and worry with faith and hope. And that is exactly what I did.
My burning passion for nutrition and food had always had my interest since the day I started personal training. Nutrition coaching was a big part of my business as a personal trainer. I was always coaching people on nutrition, sharing recipes, and teaching the lifestyle approach vs fad diets. Then, with no business to run and extra time on my hands I started meal prepping for clients on the weekends to help them reach their nutrition goals. My passion for food knowledge was burning with curiosity and with no plans as a Gym owner, I decided to follow my dream of becoming a certified Chef through Le Cordon Bleu.
I spent the next four years developing my concept of healthy meals to go for my busy clients. I was a personal chef and I loved it. It was my opportunity to help people reach their goals like never before. I had found my purpose and my previous business experience only aided in understanding people’s struggles with nutrition due to their busy lifestyles.
My little personal chef biz had grown so much that at one point, I was cooking 650 meals out of my home on a Saturday for clients, with nine refrigerators in my house. My husband urged me to consider taking another stab at a brick and mortar and with his support, I planned to open the first brick and mortar fit-flavors Chesterfield in 2013.
The biz opened and quickly grew, by 2015 we launched our second store in Brentwood. In 2016 our production facility expanded, we opened our third location in Creve Coeur and a satellite in Mercy Hospital. We also hired a licensed and registered dietitian who launched nutrition counseling through our platform.
In 2017, our website got a facelift and integrated an online shopping option with deliveries to the greater St. Louis area. We launched fitU, an educational program around nutrition.
In 2018, we extended our product line and offered a product called bulk, allowing customers to customize their meal combinations. With a growing team, we opened our first headquarters location located in Chesterfield, MO.
In 2019, we launched our Community Partner Program where we recognize individuals in the community who embody the company’s values and nutritional philosophy. A new packaging technology was implemented to naturally extend the freshness of the food without the use of chemicals, preservatives, or freezing. With increased demand outside of St. Louis fit-flavors begins shipping meals to select areas in the Midwest.
In 2020, we acquired a competitor and open our 4th location in St. Peters. COVID-19 hits and there are many unknowns, thankfully, fit-flavors is considered an essential business and is allowed to keep doors open during the pandemic. We expanded our production facility again building out for our distribution to handle more deliveries to stores and homes.
2021 we are in the process of opening our 5th location in Sunset Hills, with an intention to elevate the interior branding and customer experience. The nutrition program fitU is updated to an online format in order to serve and educate more people.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
No blueprint to this business concept, we struggled with creating processes and procedures for a several years. Understanding our buyer personas helped us clarify our messaging to customers, this took years to solidify and then built a team around it to support its functions and marketing efforts.
We grew quickly in the first three years growing from five employees to 50 which affected our culture and engagement. It took time and energy to create more processes and training around the growth.
Sales dipped for a several years causing us to struggle financially and a lot of people wore many hats till we could realimate and figure out our marketing strategy.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Fit-flavors was founded by Jillian Tedesco in 2009. We make fresh, prepared meals for health-conscious busy people, with options for people trying lose weight, gain muscle, manage a dietary restriction or health condition, or simply live a healthy lifestyle. Starting as a personal chef service, it steadily grew to be a local brand with brick and mortar locations in Chesterfield, Brentwood, Creve Coeur, St. Peters, and Sunset Hills, with delivery to the greater St. Louis area as well.
We focus on being a resource for the customer and genuinely caring about where they are on their nutrition journey
by providing convenient meals, nutrition counseling services, educational resources and a supportive community.
If you had to, what characteristic of yours would you give the most credit to?
Solving a problem for our customers! Providing high-quality products that are nutritionally sound.
Cater to weight loss, weight management, dietary restrictions, allergies, and macro-based diets.
We save people time and stress by providing a product that they can heat and eat quickly in a reheatable container that is BPA safe
Pricing:
- Prepared foods range from $4-$24
- Nutrition Services $129 – $799
- Smoothies $7.25- $11.25
Contact Info:
- Email: info@fit-flavors.com
- Website: www.fit-flavors.com
- Instagram: fit_flavors
- Facebook: @fitflavorsbyjillian
- Youtube: fit-flavors
Image Credits
Joan Fisher picture of cooler with ppl shopping and Jillian looking at the camera in the store front, the photo of the chicken, potatoes, corn and green beans, and the photo of the food on the black and white picnic blanket. Andy Atchison – the picture of the outside fit-flavors storefront, the picture of Jillian in the grey hoodie and red hat holding the meals, the photo of the seminar with the RD speaking about nutrition 101.
