Muscle Pumping

Meet Amanda Villarreal: fitness instructor, mother of four — and now — web entrepreneur.

Villarreal, a 17-year veteran fitness professional, two weeks ago launched avwellnessfitness.com. The Holland-based Fusion Graphic Consultants helped coordinate the project, contracting the website development and video production.

The site features videos of Villarreal leading 20-minute workouts, most of which can be done without gym equipment.

“The target market is for busy people and those who may not be able to get to a gym,” she said.

Users can buy subscription to the videos on a daily, weekly or monthly basis. While subscribed, they also can correspond with Villarreal with questions about their particular fitness situations. Villarreal also sells exercise equipment through the website and hopes to consult as a nutritionist.

Launching with a small library of the workout videos, she plans to record a new video every month. Videos on the site feature yoga, kickboxing, endurance low impact exercise as well as exercise for pregnant mothers. Her varied background — leading everything from “chair aerobics to line dancing” — gives Villarreal many options for new videos.

“We want to keep coming up with more ideas,” she said.

She previously worked as a fitness trainer and class instructor at Johnson Controls’ People Center for 12 years. For five years since then, she’s trained clients and held classes at her home studio, where the videos are shot.

“My idea was to open it up to everyone,” Villarreal said. “I am excited to have a way to reach out to people who cannot come to me.”

She hopes the videos appeal to a broad base.

“They’re not specific to a population because anyone can do the workouts,” she said. “Our goal is to be able to attract people from nationwide.”

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