I recently went one-on-one with Rachel Katzman, founder of Pvolve.
Adam: How did you get to where you are today? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Rachel: I grew up in Michigan surrounded by entrepreneurs, so from a young age, I saw what it looked like to build something from scratch. That environment taught me the value of hard work, thinking outside the box, and not being afraid to take risks, even when things feel uncertain.
When we first started Pvolve, we were figuring it out day by day. We didn’t have a big team or a ton of resources. We were really scrappy – I was filming, editing, and posting the workouts. We would collaborate with anyone that would have us. It was messy at times, but I loved it. I truly believed in what we were building and knew we were onto something different.
There were definitely tough moments. When you’re building something new-to-market, it takes a lot of education, explaining the why, and it’s not easy. But we’ve always been grounded in our mission- to create a method that works with your body, not against it. Something that helps people feel good in their bodies for the long run.
Adam: How did you come up with the idea for your business? What advice do you have for others on how to come up with great ideas?
Rachel: After being diagnosed with scoliosis, I started exploring different ways to move that actually felt good for my body. That’s when I discovered functional movement, and it completely changed everything—helping me feel better, move better, and build real strength. The impact it had on my own life was something I knew I had to share.
My advice would be to pay close attention to your own life. What’s something you wish existed, or is there a problem that you’ve personally faced and don’t have a solution for? That is often where the white space is. Pvolve started because I couldn’t find what I needed, and I figured if I was looking for it, other people probably were too. Turns out, I was right!
Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?
Rachel: We knew we were onto something, not just because the method was different, but because of the way people responded to it. Members were telling us it completely changed how they felt in their bodies. Women in their 50s were saying they had never felt better. That kind of feedback made me realize we were creating something truly meaningful.
If what you’re offering makes a real difference and people are excited to talk about it, that’s a strong signal that you’re heading in the right direction. My advice would be to start small, share your ideas, and listen to what people are saying. Let their feedback guide you and change as you go.
Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?
Rachel: Our goal since day one has been to create something that delivers real results for real people. We’ve put all of our energy into building a method that makes people feel stronger and more connected to their bodies. But we didn’t stop there – we put our money where our mouth is, bringing on a team of experts, our Clinical Advisory Board, to ensure that this workout would meet the highest standards of excellence. We greenlit Clinical Trials and have successfully completed 3 to date.
This was the tough, long-view work that has made our business stand out.
My advice is to do the hard things that really set your business apart; we call it building our moat, all while staying true to your mission.
Adam: What are your best sales and marketing tips?
Rachel: Putting out an amazing product is tip 1, 2, and 3. If your product isn’t truly best-in-class, then even the best marketing and sales tactics can’t save you.
After that, it’s about driving brand love through community. Make your customer feel a part of something. Reflect them in your social, highlight their wins, reward them with swag, get them together for IRL events and experiences. Your customers are your number one flag flyers. Give them reasons to take the floor and do the hard work for you!
Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?
Rachel: Great leaders have vision, but also know how to trust and empower others. In the early days of Pvolve, I was doing everything myself. But real growth came when I stepped back, hired smart people, and gave them the space to lead. If you want to grow as a leader, focus on building a team that shares your values and let them own their piece of the mission.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Rachel: First, don’t wait until you feel ready. You probably never will. Take the leap and trust that you’ll figure it out along the way.
Second, expect to stumble. Mistakes will happen, but they are essential for growth.
Third, confidence isn’t about having all the answers. It’s about knowing you have what it takes to find the answers.
Adam: What is the single best piece of advice you have ever received?
Rachel: “Fail fast.” Mistakes are part of the process. What matters is how quickly you learn, pivot, and move forward.
