Meet Our Founder: Aisha Coles
Aisha Coles is the Head of Operations and Founder of Endless Home Fitness. A Washington native, Aisha’s professional experience stems from her work as an Office Administrator with a focus on providing excellent customer service. Her attention to detail, problem-solving, and creative skills help her to create efficient office workflows.
Why did you start this business?
I started my fitness journey in 2016 when I broke my ankle. I spent most of my life being fairly active in sports and dance, but I found myself at a point where it was a physical struggle to do day-to-day activities, especially exercise. During this time I realized that I wasn't taking care of myself in the time I spent working, volunteering, and being involved in family activities.
Once my ankle got better, I devoted myself to creating a fitness routine that would better suit my needs and prioritize my overall health. Four years later, in the summer of 2020, the idea for EHF came to me in the midst of COVID-19. I was having a discussion with my sister about how many things were impacted by the mandated shutdown and how exercising at the gym was just not an option. I started doing some research about exercise equipment rental and saw that there wasn’t much of a supply of companies that provided that sort of service. From there I wondered if anyone else is dealing with this same problem? So why don’t I try to solve this problem? So I started putting a rough plan together and something just told me you could make this happen.” However, I didn’t want to do it alone and when thinking about the best choice for a partner, Bianca was really the only choice. So I called her up, proposed the idea and I convinced her enough to go on this journey with me.
What does Endless Home Fitness do?
Endless Home Fitness (EHF) is a subscription-based equipment rental company that helps people create a personalized gym experience allowing everyone the freedom to exercise in a way that suits their lifestyle in the comfort and safety of their homes. The objective of EHF is to combine on-demand availability and exceptional customer service. Our innovative service approach not only caters to people who are currently exercising but allows people at a disadvantage of leaving their homes to have the same opportunities.
So why create an equipment rental company especially when a lot of businesses suffered during COVID-19?
Basically, we saw that the fitness industry needed to change the way it operated. There are a lot of companies that offer a more convenient approach to their customers by allowing their products to be delivered. We want to bring this same approach to exercise equipment and make it easier for people to prioritize their health and well-being. Especially, women of color. Having experienced how difficult it was to take care of myself when I was working and balancing my responsibilities to my family, I saw how important it was to redefine how women, and people in general, work out.
What do you love about the work you do?
What we hope to accomplish with our company is flexibility and building healthy habits. We want our customers to have the flexibility to work out at a time that is convenient for them and a place that makes them feel safe. We also understand that exercise—fortunately, we both come from fairly physically active family backgrounds—is not really common for the black community. So what we love about this idea is that we are creating a new standard in this industry that empowers people to be their healthiest selves. When we began developing the idea of the home gym membership, we wanted to innovate the fitness industry. Instead of people worrying about commuting to a gym, trying to find a gym they feel comfortable exercising in, or not having access to a safe place to work out, EHF gives people the freedom to exercise whenever and however they want. We have equipment packages that people can customize to get the equipment they want and need. And the best part is, when they reach their fitness goals, we pick up the equipment, so it doesn’t turn into another expensive coat rack.
How do you exercise now?
I definitely like trying out different methods of exercising. I have done yoga, and pilates most of my life, so they are more of my home-based workout. I like to walk/jog outside, and I’m working on adding weightlifting to my routine. I really enjoy getting out and trying activities for a workout, such as dancing, softball, archery, and pole fitness.
