Today we’d like to introduce you to Flo Elkins.
Flo, we appreciate you taking the time to share your story with us today. Where does your story begin?
I’ve always been a pretty athletic person— competitive, curious, and driven by purpose. I believe my true calling revealed itself through a deeper mission: helping girls and women, especially those over 40 and from underrepresented communities, discover their strength, wellness, and flow — in sport, wellness and in life.
With a background in Marriage and Family Therapy and Foster Care Social Work, I’ve spent years supporting families through healing, resilience, transition and transformation. That foundation has shaped how I coach — integrating mindset, mental & emotional well-being, and community care into all the work that I do.
After years in corporate spaces where I was often the only Black professional or one of few in the room, I saw how wellness was overlooked and how stress, burnout, and lack of representation took a toll on women’s health. I knew I wanted to change that narrative.
Two years ago, I restructured my company — transitioning from Los Angeles, California to Dallas, Texas — to expand my impact through fitness, mindset coaching, and rowing. That move allowed me to build new community partnerships, launch and coach youth rowing programs, and bring holistic wellness to both corporate and underserved spaces.
Today, through F.L.O. Life Fitness, Wellness & Consulting and the Elevated Flo Podcast, I empower women to get stronger, live longer, and pass the torch to the next generation — creating spaces where we can all elevate together, physically, mentally, and spiritually.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Not at all. The road has been full of detours, lessons, and growth. Transitioning from a career in child/family therapy and social work into entrepreneurship and fitness/wellness coaching came with its own set of challenges — especially as a Black woman building in spaces where representation is still limited.
There were definitely seasons of uncertainty, especially after relocating from California to Texas and restructuring my business. I had to rebuild my network, reintroduce my brand, and earn trust in new communities — all while balancing the realities of being a solopreneur with a big vision and limited resources.
I’ve also faced moments of self-doubt and burnout, understanding firsthand how critical it is to continue to practice what I teach — prioritizing mental health/mindset, self-care, community support. and rest!
But every obstacle reinforced my purpose because I continue to observe how important the work I am doing matters. Each challenge became a reminder that the journey isn’t supposed to be easy — it’s meant to build endurance, clarity, and deeper empathy for the women and youth I serve.
The challenges I continue to overcome, assists me with building on the foundation of my mission: helping others navigate their own transitions with courage, grace, and strength.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
I specialize in strength training and rowing coaching, with a mission to help women — especially those over 40 — get stronger, live longer, and move with purpose. I’m known for being a strength trainer, a Black rower and coach, and a passionate advocate for bringing more diversity and visibility to the sport of rowing.
What truly sets me apart is my holistic approach. I don’t just focus on workouts — I integrate mindset, self-care, rest, nutrition, and functional strength into every program. And unlike most trainers, I offer unique rowing opportunities, both indoors and on the water, giving clients a powerful, low-impact way to build endurance, confidence, and community.
I’m especially proud of the partnerships I’ve built in Dallas, including a grant award and a contract with the Dallas Independent School District that allows us to introduce thousands of students to rowing through PE classes. Seeing youth light up when they discover a new sport — and a new version of themselves — is incredibly rewarding.
I’m also proud of my growing Elevated Flo Podcast, where I interview everyday and elite female athletes over 40 who share powerful stories of resilience, strength, and wisdom.
For readers looking to connect, most of my 1:1 coaching services are available online, and I’ve built an online wellness community where women 40+ can find support, accountability, and inspiration. I also host team-building rowing experiences for groups of eight or more — perfect for companies, organizations, or friends who want to move, connect, and grow together.
At its core, my brand is about empowerment through movement — helping women and youth step into strength, confidence, and longevity, both in and beyond fitness.
What has been the most important lesson you’ve learned along your journey?
The biggest lesson I’ve learned is that consistency is key. Growth always comes with challenges, but the reward is worth every bit of the effort.
Just like building physical strength — it doesn’t happen overnight. It takes consistent work, intentional resistance, and time. The same is true for business, wellness, and personal growth. Every obstacle is an opportunity to build endurance, character, and clarity.
If it were easy, everyone would do it. But staying the course, even when progress feels slow, is what separates dreamers from doers.
The most fulfilling part is seeing the ripple effect — watching lives change, confidence grow, and communities form — all because I stayed consistent, refused to give up, and learned to celebrate the small wins along the way. “Consistency builds strength — not just in the gym, but in life.” –Coach Flo
Contact Info:
- Website: https://www.flolifefitness.com
- Instagram: https://www.instagram.com/flolifefitness
- Facebook: https://www.facebook.com/floelkins/
- LinkedIn: https://linkedin.com/in/flo-elkins-bba4a948/
- Youtube: https://www.youtube.com/@elevatedflopodcast
Image Credits
Jammie George
