Today we’d like to introduce you to Shawna Cullen.
Hi Shawna, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I began my fitness journey at the age of 15, during a particularly challenging period marked by undiagnosed anxiety and depression. At the time, I had recently relocated across the Western Hemisphere and was in search of a healthy outlet—something to ground me. From the very first workout, I recognized the profound impact physical activity had on my mental well-being. That experience became a turning point, and I’ve never looked back. The gym not only helped transform my body, but quite literally saved my mind. It was clear to me early on that I needed to share this message—that exercise has the power to change lives and support those struggling with anxiety and depression.
This personal transformation led to my first job at that very same gym, where I started by cleaning equipment and assisting new members in learning how to use the machines. That role evolved into a high school internship, where I gained firsthand experience in the daily operations of a fitness facility, including the inner workings of the personal training department. Inspired by this experience, I pursued a degree in Kinesiology with a concentration in Sports Management, graduating in 2007.
Soon after, I helped open a new Gold’s Gym location in town, becoming one of the first four personal trainers on staff. Over the years, I’ve worn many hats—working in sales, personal training, and managing several corporate gyms.
In 2015, I made the pivotal decision to step away from the corporate fitness world and launch my own personal training business. This move allowed me to create a practice that truly reflects my values—offering clients not only customized fitness programs but also integrating all-natural and holistic resources to help manage pain, recover from injuries, and support mental health. And, with the addition of my online training app, I can now help clients in-person and around the globe. It’s been the most rewarding chapter of my career.
Starting my own business has given me the autonomy to manage my time, which is incredibly important to me as a family woman. It provided the flexibility I needed as a single mother to raise my son and has since given me the freedom to prioritize family above all else.
I’m an aunt to four nieces and nephews, and a proud grandmother to my three-year-old grandson, Angel. Since my family is in Hawaii, having control over my schedule allows me to visit them often. This ability to dedicate time to my family is one of the most significant advantages of being an entrepreneur.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It hasn’t always been a smooth journey. One of the greatest challenges I faced was adapting to the sudden shift to online training during the pandemic—a concept that was completely new to me. At that time, many trainers chose to leave the industry, unable to keep up with the rapid changes. I feel fortunate to have embraced the challenge, finding ways to not only adapt but thrive by developing a hybrid model that blends in-person and virtual training.
The pandemic also required me to evolve my approach to marketing. Prior to that, my business grew entirely through word-of-mouth referrals. Now, I’ve expanded my reach by incorporating social media, participating in networking groups and community events, and building stronger connections with local residents and businesses.
Running a small business means every change—big or small—has a significant impact. Even the loss of a single client can be felt. One of my ongoing challenges is navigating slower seasons while ensuring the business remains strong and sustainable.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
There are several key aspects of my business that truly set me apart from other trainers. I like to describe my approach as exercise therapy—because it goes far beyond traditional workouts. I don’t simply guide clients through exercises; I provide a holistic, therapeutic experience that addresses both physical and mental well-being.
One of the unique techniques I use is a specialized form of stretching that allows the targeted muscle to fully lengthen without interference from opposing muscles. In addition, I offer a range of all-natural resources to support pain relief, reduce inflammation, and promote mental health. These include frequency therapy for pain management, hormone balance, mental health and clarity, and overall organ, bone, joint, and muscle health—delivered through a non-invasive, side-effect–free method. I also incorporate deep stretching tools such as foam rollers, massage guns, massage rollers, and massage pads; red light therapy for pain relief; grounding mats for improved mental health and reduced inflammation; and personalized nutrition and supplementation plans tailored to each client’s goals.
With nearly three decades of experience as a personal trainer; a degree in Kinesiology, and various certifications throughout the years, including Master Trainer, Strength & Conditioning, Sports Specific Training, Group Training, Sports Nutrition, & Health Coach—I bring an advanced understanding of body mechanics that many in the industry do not possess. Every client’s program is fully customized, taking into account their unique anatomy, injuries, goals, schedules, and lifestyle. No two routines are ever the same, and over the years, I have developed thousands of completely individualized workout plans. I believe in constantly “tricking” the muscles with new challenges to ensure progress and prevent plateaus.
I also offer both in-person and online training, giving clients flexibility no matter where they are in the world. Through my training app or live video sessions, I can work with clients globally. This hybrid approach also allows my local clients to stay consistent with their programs when they travel or need to transition temporarily from in-person to virtual training.
In addition, I specialize in rehabilitation for injuries and post-surgical recovery. Many clients stay with me for years, knowing they can count on me not only to help them achieve their fitness goals but also to safely and effectively guide them through injury recovery. My therapeutic techniques and resources play a major role in speeding up the healing process while keeping them on track with their overall wellness journey.
I come from a background and experience of having the ability to train all populations, skills sets, goals, age and sex. Although, I find my training to be most effective with the elderly, sports-specific training, & injury rehab.
Lastly, as far as my brand, ITFitsWellness stands for Ikaika Training, Fitness, & Wellness. I am from Hawaii, with Hawaiian blood and lineage. Ikaika is the Hawaiian word for strong. It embodies the importance of strength, both physically, mentally, and in terms of character. It is also my son’s middle name. It’s a very special word to me and I’m proud to incorporate it in my business name for the simple fact that we all need strength, and ITFitsWellness provides exactly that, both physically and mentally.
Is there anyone you’d like to thank or give credit to?
Transitioning from working at a private gym to launching my own personal training business was a pivotal moment in my career. I was fortunate to have spent that time under the mentorship of bodybuilding expert, Margaret Taylor. While Margaret specialized in preparing clients for bodybuilding competitions, I was the only other trainer in her gym, which allowed me to work with a diverse clientele who had a wide range of fitness goals and ailments.
Collaborating with Margaret significantly expanded my expertise in training various populations, including competitive bodybuilders. I am incredibly grateful for her guidance and support. We worked together to grow the gym’s membership and clientele, and in turn, she helped me develop into a more effective and successful trainer. She truly was a mentor and educator who shaped my career in profound ways.
I was also incredibly fortunate to have had a business mentor, Jana, who is no longer with us. She was an intricate part of building my business and my career, and I credit her with helping me develop into the businesswoman I am today. She saw my potential and believed in me even when I didn’t. Her unwavering support and guidance helped me see my own worth and become the successful, confident woman I am today.
Contact Info:
- Website: https://www.itfits-well.com
- Instagram: https://instagram.com/itfitswellness?igshid=ZDdkNTZiNTM=
- Facebook: https://www.facebook.com/shawna.cullen.3?mibextid=ZbWKwL
- Linkedin: https://www.linkedin.com/in/shawna-cullen-5b70a376
- Other: https://www.advocare.com/account/?D=07121902
