Meet Cheryl Willberg | Founder and Chief Motivator, City Shred

We had the good fortune of connecting with Cheryl Willberg and we’ve shared our conversation below.

Hi Cheryl, what was your thought process behind starting your own business?
My thought process behind starting my own business was pretty simple once weighing out the pros and cons. I wanted to be able to wake up everyday doing something I loved and surrounded by people who motivate, inspire and lift me up. I knew it would be hard work but that the payoff would be exponential. Whether you decide to live or not, the clock is always ticking. We get to decide the value of our own time and how we want to spend it.

In saying that and from a professional standpoint, I wanted to create an opportunity where I could create a business that would help me to leverage the things I love – fitness, health, wellness, community and strategy. I also own a PR agency and many of my event sponsors become clients and my clients become sponsors. It’s a win, win!

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
My business is City Shred, a fitness event series. Think of social media’s largest fitness social community brought to life, and connect with inspiring trainers, athletes and role models IRL. This is not your Wednesday 5PM class; it’s a workout fuelled by teamwork and the energy of hundreds of your peers to complete and reach your personal max.

At City Shred we train like ‘Life Athletes’ – we give 100% on and off the turf and surround ourselves with likeminded people who are cheering themselves and others on. We know that being a Life Athlete and surrounding ourselves with other Life Athletes will lead us in only one direction – up! City Shred is driven by energy, motivation and hard work.

What sets us a part from other events is the motivational component. We will have 700 people on the turf doing the same thing at the same time. If you’re done your part you are cheering the others on to complete, as we start and finish as a crew. If you see someone doing burpees who is struggling the idea is to do them with them – help them push a little further…and that is applicable in all areas of life.

From a business perspective, our event series offers value that other events and sponsorship opportunities do not. We work with our sponsors and partners to create impactful activations that will help make better relationships, connect with influencers, create content, support retailers, get testimonials and more. We use email marketing, social media, media relations, content creation and more to help drive awareness and results for all those who are on the turf!

What I am most proud of is the feeling that our attendees and trainers have around City Shred. I’ve created a platform for so many to be able to highlight what they do best. Movement is medicine and you have to be a credible coach to be part of the event. But not every credible coach has the opportunity to do what they do in front of hundreds of people. It lights a fire for them too. We’re all supporting one another!

I got to where I am today by living like a Life Athlete. I put 100% into everything I do and surround myself with people who lift me up and cheer me on. There have been so many mistakes and I know there will likely be so many more. I continuously invest in ongoing education as it’s so important to remain top of your game and hold your relevance as an expert in your field. Lastly, I invest in the people around me. I believe in empowering others and trusting the process. My team is incredible and I know I couldn’t do what I do without them – that goes for my current team and anyone who has worked for and alongside me in the past. I am always gracious!

The biggest lesson I’ve learnt is the power of our subconscious. Everything you believe will happen will happen. Be careful not to expose yourself to too much negativity and try to reduce the amount of stress in your life, always. Education is critical. Hard work (smart hard work) is a need to have not a nice to have. And leadership plays a very vital role. As society changes so does that of leadership. You can’t ever stop learning, no matter what your title is. I’ve learnt so much along the way and my biggest take away (NOW bc it wasn’t always) is to listen, reflect and then act.

If there is one thing I want the world to know about me and my mission it’s about educating on the power of positivity and mindset. We are capable and you double/triple etc. your odds when you are in great company. Live like a life athlete and you will persevere in all areas in your life. See you on the turf!

Cheryl Willberg
Founder and Chief Motivator, City Shred

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
My shoutout would go to fitness instructors around the globe. How many times have you walked out of a fitness class feeling energized, motivated and just happier overall? The instructors not only plan a workout – they create an energy and leave you with a lasting feeling, sometimes for a day, a week and for some a life changing experience. They create a space for people to work hard, meet other likeminded people and cheer themselves and others on. I have met so many trainers that have pushed me a bit further than I would have originally pushed, who made me leave with a smile, etc., and I truly believe these things are all transferable. If you can give 100% in your fitness than you can do the same with your career, relationships and more. So Kuddos to all the trainers who are out there working for the greater good – they deserve the recognition.

Website: https://city-shred.com/

Instagram: @city_shred