Justine Fry

Dancing isn’t just about how you look while you’re moving, it’s about getting lost in the music and movement. Justine Fry, the founder of The Jungle Body Amsterdam, aims to use her business to provide the space for everyone to come together, express themselves, and feel great!

Read on to learn more about Justine, her business, and how she got her start in the fitness industry.

Hustle Amsterdam (HA): Where are you from? And what brings you to Amsterdam? 

Justine Fry (JF): I grew up in the South West of England, studied, and worked in London before spontaneously moving to Amsterdam in 2017. I was open to the opportunity of throwing myself into the deep end, giving me a new space to find myself on this exciting journey of the unknown. 

HA: Tell me about your business? What is your mission? 

JF: The Jungle Body Amsterdam is more than just a workout, we are about supporting mental health, providing a happy place inclusive to all. We are about celebrating and empowering all body shapes, ages, sizes, and fitness levels. Our classes are fun, vibrant, welcoming, and 100% stress-free. 

Originally the mission was to purely challenge myself physically by focusing more on fitness concepts, however, I also wanted to embrace a new venture away from being just a “freelance dance artist.” Once I completed my training and moved to Amsterdam, I saw there was an opportunity to offer fun and carefree workouts inspired by the freedom of dance that was totally inclusive. 

I was ambitious to launch my business and run classes across the Netherlands! This was something I wasn’t quite sure on how, but I knew if I had determination and self-belief, then it could happen. 

In 2018 I started by focusing on establishing one or two classes in Amsterdam. My aim was to provide a space to empower one another, build confidence, share the love of music, and freedom of expression. This took some time and patience to build a reputation from scratch, however, I am now in the position to continue with the next phase of my mission: to expand and establish The Jungle Body® to run nationally throughout the Netherlands as well as make more of a mark in Europe along with the other international Ambassadors. 

HA: How are you handling our new “normal” due to the coronavirus outbreak? What impact has it had on your business? How has the transition to working remotely been for you? Are you being strict with a routine or taking it day-by-day? 

JF: The transition from being in a studio full of high and positive energy to then finding myself alone in the living room trying to share the same energy through a screen was extremely difficult to adjust. 

I jumped at the opportunity to get my classes online to keep the interaction going, however, I did not give myself enough time to process what had just happened! This crept up on me when I realised there was a lot more work, time, effort, and energy needed to be put in when running a business online. I have found it technically, physically, and mentally demanding, however, it has given me the opportunity to learn a lot along the way! I was so focused on keeping the interaction going for my tribe and conscious of supporting their mental health that I forgot about my own! 

After the first few weeks of a total whirlwind, I managed to get into more of a routine, re-adjust my focus, and also recognise it was OK to slow down and take a step back. I am lucky enough to be in a position where I have already put in the groundwork of building an inspiring and supportive community, therefore with their encouragement, I have had the freedom to adapt my business week by week. You will now find the tribe having a party in the parks on a weekly basis enjoying good tunes, great energy & the fresh air. 

HA: Why The Jungle Body? What brought you to fitness?

JF: I have learned through many experiences and years of training within the dance industry that I love dance for the simplest form; it gives people freedom of expression. I love music and the energy it creates bringing people together. I love having the opportunity to share a positive and empowering environment that inspires and motivates others. I also love the sense of community. All of these key interests of mine are combined within The Jungle Body®. 

I learned to adapt my craft toward working within the fitness industry in a creative way. This led me to launching my business and totally immersing myself into what has now grown into The Jungle Body Netherlands. Dance is an art form that is too often judged. I had to come away from this negative environment and provide a platform for individuals to simply lose themselves in the music rather than worry about what they look like!

HA: What is the current state of The Jungle Body? Do you have six and 12-month goals for your business? 

JF: I have recently been awarded by The Jungle Body®- Ambassador of the Netherlands. This means along with a selected few around the world, I have further resources to grow the franchise by training and supporting other instructors, hosting bigger events and sweat sessions! 

The goal and motivation for this next year is to continue sharing good vibes with communities across the country, growing the tribe with both participants and instructors, offer more classes and events, as well as launch classes in other cities throughout the Netherlands. Watch this space! More information on how to become an instructor can be found on my website.

HA: What kind of obstacles do you face in your company? How do you handle them?

JF: I moved to Amsterdam with an idea, yet I didn’t know anyone, nor did I have a network or understanding of the dance and fitness industry here, this was a huge obstacle. I was naive to not do more research before I arrived, it was also unclear as to what I was trying to achieve, other than knowing I enjoyed sharing fun times and good energy with people. I was challenged and still find it difficult now to find venues that are open to trying something new. I was challenged by getting people to trust and try a new concept. Although it was new and exciting for me and I knew it would be a hit, it was really hard to get bodies into my classes. I handled this by simply telling myself to keep pushing and keep believing. Keep doing what you are doing and the people will find you if it is meant to be. This enabled me to just let it happen naturally with no expectations or pressure.  

HA: What has been your most successful moment so far? And how do you celebrate your wins? 

JF: My most successful moments would be seeing the natural growth of all the beautiful bodies in my classes, the sense of community that has evolved over the past two years, and pre COVID being consistently sold out each week with a high demand for more classes has inspired me to continue through this tough transition. 

The recognition I have been working so hard to get is now there and the feedback is insane! I celebrate every little win by giving even more energy to my tribe. After all, this is why they are coming back! 

HA: How have you accomplished what you have? Did you go to business school? Did you wing it? Fake it ‘til you make it? Get really lucky? 

JF: I have always loved a challenge and I guess I’ve had an entrepreneurial spirit guiding me to where I am now. I realised when working in London that I would be better off self-employed. I enjoy feeling responsible for all of my efforts and seeing the results. This has led to me building a business in a foreign country which I have never dreamed of doing before now. 

I am often asked how I have the confidence to do what I do. I definitely fake it ‘til I make it, however with some added charisma and self-belief, I know that what I am doing is good for me as well as hundreds of others.

HA: Did you fundraise for your business? If so, tell me about your experience.

JF: I moved to Amsterdam with a pitiful €200, and didn’t start earning from my first trial classes until 4 months later (I told you this was a spontaneous move!) I’m not sure how I managed this apart from being super determined and patient, knowing everything happens for a reason when the time is right. 

I spent a little on posters and the necessary equipment and just went for it. I have never necessarily been doing it for the money. It’s more for my own sanity, a release, a challenge, and to give myself a sense of control over the circumstances I had put myself in. 

HA: How big is your team?

JF: Up until July this year it has been just me running the shots! However I am super excited to have recently welcomed a new instructor to my team who will be offering classes alongside myself in Amsterdam. I am extremely grateful for my boyfriend, as he has helped immensely with the creative direction, everyday support, and guidance. Lastly I must shout out my two lovely volunteers who assist with the busier classes. I look forward to welcoming new members to my team very soon.

HA: Do you have a favorite motivational quote? 

JF: Keep pushing, keep believing! Everything happens for a reason, trust the journey. 

HA: What 3 tips would you give to aspiring entrepreneurs? What do you wish you had known before you started? 

JF: 

1. Research on starting a business in a new country. It sounds simple, I know! I learned the hard way. It is important to know how to register your business and understand the taxing system. It’s also good to know your competition as well as network to gain more understanding of what’s already available or missing in the area. 

2. I wish I knew how much time and energy it would take to grow an idea into reality. If I was more prepared, then maybe I would have been able to have a better work-life balance. I could have made arrangements to have the necessary resources on hand to help manage all the challenges I have faced including physically, mentally, and emotionally. 

3. To have a better understanding of the possibilities on offer, and know your worth when negotiating or collaborating with other businesses! Research is key, but I also think there is space for trial and error otherwise you will never learn from your mistakes. 

HA: How would you describe your working style? 

JF: Go, go, go, and then collapse! Probably not the healthiest working style. I love to feel organised and write all my thoughts, ideas, and plans onto paper; old school, I know. I like to work with visuals to inspire and motivate. 

COVID-19 has been a blessing in disguise. It has provided me with space to recognise the areas I need to work on for myself as well as for the business. I have been able to rest, recharge, and find peace with all my efforts (as I am usually very hard on myself.) 

HA: When you’re not working on The Jungle Body — where can we find you? 

JF: When I am not working on The Jungle Body you can find me chilling on my balcony, taking a walk, or having a much-needed massage! 

HA: How do you find work-life balance while being an entrepreneur? 

JF: This I am still learning; it is hard to switch off. The past months have given me the opportunity to recognise it is OK to take a step back once in a while. 

The biggest change is reducing the amount of time I spend on social media; instead, I pick up a book. This is something I never used to make time for, and can see now how important it is — and helps to switch off. I have learned that people can see your hard work and efforts and would appreciate you even more so if you are looking after yourself. 

HA: What is your passion? 

JF: I am passionate about music and the energy it creates. I am also passionate about creating a safe space for people to express themselves with no judgement. 

HA: What inspires you most about Amsterdam? Do you have any favorite spots to work or hangout? 

JF: Amsterdam has been a huge inspiration for me. It turns out I have family heritage from here, and therefore the energy and the dots to my journey are making more sense. 

I love the lifestyle, I love how easy every day seems, and the relaxed atmosphere. I have learned to appreciate the little things even more; I am very proud to have made it this far. 

I enjoy working from home as this is a space I have achieved to create for myself. When I am in need of a break, I am blessed to have the canals in Jordaan on my doorstep. There are many picturesque places to find a quiet spot to relax and soak in Dutch living. 

HA: Anything else you’d like to add?

JF: If you are keen to join the tribe by attending my classes in the park or studio, helping out as a volunteer or maybe you wish to embrace a new challenge by becoming an instructor, please get in touch. I would be more than happy to welcome you!

Connect with Justine on LinkedIn, follow The Jungle Body Amsterdam on Instagram @thejunglebodyamsterdam / @thejunglebodynl and give them a “like” on Facebook.