Meet Kelly Williams

We were lucky to catch up with Kelly Williams recently and have shared our conversation below.

Kelly, so good to have you with us today. We’ve got so much planned, so let’s jump right into it. We live in such a diverse world, and in many ways the world is getting better and more understanding but it’s far from perfect. There are so many times where folks find themselves in rooms or situations where they are the only ones that look like them – that might mean being the only woman of color in the room or the only person who grew up in a certain environment etc. Can you talk to us about how you’ve managed to thrive even in situations where you were the only one in the room?

This is an excellent question for a corrective exercise specialist. We often stand out in a room full of health and wellness professionals. If you ask someone, “Do you know what a corrective exercise specialist does?” most of the time, the answer will be no.

When I started Restorative Fitness, I was committed to offering only corrective exercise services. Many people—friends, business coaches, and colleagues—advised me not to use the title “corrective exercise specialist” or the term “corrective exercise services” because they believed it would confuse people and deter potential clients. They weren’t wrong; most people are unfamiliar with this specialty. I had to consider how I wanted to present my expertise, mission, and business. I decided to stay true to my training and education as a corrective exercise specialist. If people don’t understand what it is, I see it as my mission to educate them.

The lack of understanding about corrective exercise isn’t limited to the general public; it also exists among medical and wellness professionals. My clients often tell me their doctors, physical therapists, chiropractors, neurologists, or massage therapists are unfamiliar with the term. So, to be successful even when I’m the only one in the room that looks like me, I’ve learned to stand firm in my mission and educate anyone willing to listen about the practice and benefits of corrective exercise. This is yet another opportunity to do so, so thank you for allowing me to discuss it.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

My name is Kelly Williams, and I am a corrective exercise specialist and owner of Restorative Fitness in Phoenix, Arizona. Corrective exercise involves a systematic approach to identifying neuromusculoskeletal dysfunction and using specific strategies to address it. Whew! That’s a mouthful. Simply put, it focuses on identifying muscle imbalances and poor joint alignment (aka poor posture) and developing a plan to correct these issues, leading to less chronic joint and muscle pain and better balance. Sometimes, I describe corrective exercise as gentle exercise coaching that focuses solely on joint and muscle health. I like to joke, “If you want six-pack abs, I am not your coach. If you want a better back, I am your girl!” At Restorative Fitness, we believe improving joint movement and balance to reduce discomfort enhances our clients’ quality of life. My passion for corrective exercise comes from seeing its profound impact, transforming people into energized individuals who enjoy being active daily. Interestingly, my journey into fitness didn’t begin with a love for exercise. While in graduate school, pursuing a different career, I struggled to maintain a healthy lifestyle due to stress. To balance this, I started teaching fitness classes and became a certified group fitness instructor to justify my non-study time. I quickly fell in love with teaching and continued instructing fitness at local colleges after graduate school. One day, a student shared how my class helped her overcome diabetes, and that was an eye-opener! I realized I wanted to make a difference through fitness, so I became a certified personal trainer. But it wasn’t until I discovered corrective exercise eight years ago that I found my true calling. Now, I help clients move, feel, and live better every day, and I am so grateful to do what I love.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

If I had to choose just three qualities, skills, or areas of knowledge that have been most impactful, they would be self-assurance, high-quality education, and customer service.

First, self-assurance is essential because you won’t survive as a small business or as the “lone person in the room” without fully believing in your mission and craft. Running a business is tough, and running a passion-based business is even more challenging. You need to have a strong sense of self, know what you stand for, and what you don’t, to navigate the challenges of running a business. It’s far harder than most first-time entrepreneurs realize. I would advise anyone early in their business journey or planning stage to write a detailed letter to themselves about why they love what they sell, why they believe in their product, and why the world needs their services. Refer to this letter often, especially on the tough days, to remind yourself that you offer something wonderful to the world—so don’t give up.

Next is high-quality education. I’m not talking about prestige or cost, but the quality of the content. With so many education and certification options available today, you don’t have to focus on price or prestige; you can prioritize the quality and relevance of the content. I chose to get my corrective exercise education and training through the Integrative Movement Institute (IMI), and the knowledge and experience I gained there helped me level up significantly in my business by becoming highly skilled and effective in my work. Being great at what you do matters, and finding the right instructor, institution, or course can make all the difference in your long-term success.

Lastly, customer service is crucial. This is a hot topic for me, so I’ll try to keep it brief. It doesn’t take long in business to learn that without customers, there is no business. You can have the best product in the world, but if you can’t connect with your customers, they won’t buy. I see too many businesses operating like factories, just churning out products or services without creating a meaningful customer experience. So, what is customer experience? It’s the little things, like a handwritten thank-you card included with a custom order. It’s remembering a customer’s birthday and giving them a small gift. It’s understanding that some customers may feel embarrassed during services, so you create a safe, welcoming environment. It’s recognizing that clients might lose interest if they wait too long, so you offer alternative services to keep them engaged until their next appointment. Even if your product or service isn’t perfect yet, great customer service can make all the difference. One of my favorite books on this subject is Be Our Guest: Perfecting the Art of Customer Service by Disney.

Who is your ideal client or what sort of characteristics would make someone an ideal client for you?

I love this question and the opportunity to explain more about corrective exercise. My ideal client has three characteristics. First, they struggle with frequent joint or muscle discomfort. Second, they feel like this discomfort prevents them from enjoying their best life, leaving them feeling annoyed or frustrated. Third, they want to fix this discomfort. The third characteristic is crucial because, while many people experience joint or muscle discomfort, not everyone has the drive to address it. Some might say, “Oh, this is just part of getting older,” or “Yeah, it hurts, but I injured that years ago,” or “Aches and pains are just normal.” If someone has a mindset like that, they are not an ideal client. Many of my clients come in feeling frustrated and driven by their challenges. They’re annoyed that they can’t garden without neck pain. They’re frustrated that they can’t sit on the ground to picnic with their grandchildren. They’re upset that playing sports hurts. They want to fix these issues. They want to live an active life with their family and friends, and they don’t have time for achy joints and muscles. Restorative Fitness is here to serve people that want to get better and want to heal.

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Image Credits

All my photos.

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