Episode 281: Brick & Mortar vs. Online Services for Fit Biz Brands w/ Movement Maestro Team

In this week’s episode of Female Empowered, I’m joined by two amazing guests and fellow physical therapists turned business mentors - Dr. C. Shanté Cofield, aka The Movement Maestro, and Lex Lancaster. These two have successfully built their own thriving online brands after years in the clinic, and they’re sharing exactly what it takes to go from in-person to digital.

We dive into what the online business journey actually looks like for health and wellness professionals. Spoiler alert: it’s not a “post and pray” situation - it takes intentional messaging, tech resilience, and a strong grasp of who you’re serving. We also talk about the mindset shifts that are required and why starting small isn’t just okay - it’s smart.

Whether you’re just starting to think about going online or you’ve already dipped your toe in the digital space, this episode is full of practical tips and real talk.

Ever wonder if your brick-and-mortar business could translate online? In this episode, you’ll learn...

• Why you need to focus on effort over outcome
• How niching down helps you connect with the right people
• Why starting small and steady sets you up for long-term success
• What it really means to have "tech tenacity"
• How B2B offers often monetize faster online
• Why your in-person and online audiences aren’t the same—and how to speak to both

About Lecture Mine
Shanté and Lex also share details about their signature program, Lecture Mine, a 9-month mentorship for brick-and-mortar professionals ready to go digital. If you're tired of Googling your way through every step of this journey, this program offers support, clarity, and strategy—all tailored to wellness professionals just like you.

Connect with Our Guests
Lex Lancaster
Instagram: @lexlancaster
Website: lexlancaster.com

Shanté Cofield (The Movement Maestro)
Instagram: @movementmaestro

Loved this episode? Here’s what to do next:

•  Share this with a fellow health pro who’s ready to go online.
•  DM me on Instagram @christagurka to let me know your biggest takeaway.
•  Subscribe and leave a review so more women in fitness and wellness can find this podcast.

Thanks for tuning in - and remember, the first step is just showing up. Talk to you next week!