Demi Dee, a Canadian fitness trainer and holistic health coach, founded her lifestyle company The Knockout Room (“TKR”) while living and studying in Copenhagen, Denmark. TKR offers holistic coaching in fitness, nutrition, and wellness for tween and teen girls. Dee is in the pre-launch stage at the moment; her first online program will launch later this year.
Dee created TKR to provide coaching, resources, and support in fitness, nutrition, and wellness for tween and teen girls because pre-adolescence and adolescence are periods of transition; it is during this time that the seeds are planted regarding self-esteem, self-confidence, body image, eating habits, etc. Dee tells us that it’s important to model healthy habits and a strong sense of self, especially amidst the toxic effects of social media and the traditional media. Body confidence, self-esteem, and joie de vivre are the key elements of the TKR brand, online programs, and social media presence.
Tell us about your proudest moment
My proudest moment to date is the day I decided to move overseas. In the summer of 2014, I moved to Copenhagen to pursue the full-time Master of Business Administration program at Copenhagen Business School. The decision meant I was getting out of my comfort zone to live in a foreign country on my own, to pursue my passion, and to start living the life I really wanted rather than settling for the status quo. I was excited, anxious and curious. I didn’t know where I would go or what I would do following my MBA, but I knew that this was the right next step for me. I was impressed by the Scandinavian leadership style, the culture, and the focus on gender equality. Our intimate class of 37 people, with a female-male ratio of 40:60 approximately, rivaled the gender ratio of any North American business school. My MBA program was specialized with a focus on entrepreneurship, leadership and sustainability/corporate social responsibility. The knowledge base that I gained from my MBA, together with my other Danish experiences, helped shape my business strategy for The Knockout Room.
What is your favorite thing about becoming an entrepreneur?
I love the freedom that comes with being an entrepreneur – the freedom to create something that represents my values, passions, and skills. This freedom feeds my soul. The feeling is priceless.
Where did your passion for fitness and health come from?
My passion really grew when I was living in Denmark. Denmark has more bikes than cars. I adapted to the Danish lifestyle quickly and bought myself a second-hand bike that I rode everywhere – to school, to work, to the grocery store, etc. My bike was my means of transportation; I didn’t think of it as exercise. It was simply what I used to get from point A to point B. But of course, it is exercise; the daily exercise was so natural and effortless. I was cycling 14 km each day just travelling to and from campus. I noticed how refreshed I felt each morning, and after a couple of months, I also noticed a change in my physique.
It was a testament to the power of consistency. I knew that I wanted to learn more about nutrition and fitness when I returned to Canada after my MBA. I didn’t want to return to my sedentary lifestyle that I had in Toronto. It was time to make lifestyle changes. The infrastructure and lifestyle in Toronto are quite different from those in Copenhagen so I couldn’t simply continue my new daily routine in Toronto. I needed a plan to recreate the natural and effortless exercise lifestyle within the parameters of Toronto city life. I enrolled in the Fitness and Nutrition Expert program offered by Fit Chicks Academy, which is accredited by canfitpro. I was already familiar with the Fit Chicks brand, having participated in their signature bootcamp in previous years. I knew I was in good hands! And so began my deep dive into all things fitness and health.
What were the legal issues to consider when you started The Knockout Room?
When you start a company, it’s important to consult with an accountant and business lawyer as soon as possible – and that’s what I did. An accountant will advise you on bookkeeping best practices and tax considerations for your legal structure. A business lawyer will advise you on the best legal structure for your business (e.g. sole proprietorship, corporation, etc). It’s also important to discuss trademark, copyright, and/or any other applicable intellectual property (IP) rights protection; a sound IP strategy implemented at the outset could save you money and stress in the long run. I sought trademark protection at the outset because my trade name is integral to my brand. I also consulted with an accountant to inquire about how best to track my expenses and what to consider for the type of business I had selected.
The legal and accounting matters make up the foundation of your business. It’s important not to gloss over these matters when starting your business. If you were building a house, would you build it on a weak foundation? Of course not. Why would your business be any different?
Can you tell us what inspired you to come up with The Knockout Room? What was going through your mind on that day?
I founded The Knockout Room during my MBA program. I was in a business accelerator course. We were doing an opportunity recognition exercise, which is a creative process that involves word-association mapping in order to come up with a business idea. My most recent interest – kickboxing – was top of mind the day we did this exercise and so I word-mapped kickboxing. The word knockout stood out to me the most because of its multiple meanings. In my business name, the word knockout refers to “knocking out” toxic foods and substances from your lifestyle, and “knocking out” the noise in life that keeps you stuck – negative self-talk, other people’s opinions and criticisms, etc. The word knockout also refers to success (think knockout in boxing) and the slang word for “very attractive woman.”
Society associates a certain female image with the word knockout. It’s time that we redefine that image.
I love puns and word play. I wanted a business name that is clever, memorable, and meaningful; a name that represents the essence of my brand. By the end of this mapping exercise, I had a business idea in the health and wellness industry and a business name. While the scope and services of my business have changed and developed since then, the essence of The Knockout Room was born that day in May 2015.
What is unique about The Knockout Room from all other health and wellness companies?
Me! As the founder and face of my company, I bring my knowledge, experiences, personality, creativity and spirit to my business and programs. Nowadays, we have information at our fingertips thanks to the Internet. However, we are inundated with information that is often misleading, contradictory, and inaccurate. This information overload can leave us feeling overwhelmed and lost. When it comes to a health transformation, we want guidance and a step-by-step method that works. We choose to follow and learn from people we know, like and trust – especially when faced with a transformational journey that can be very emotional. My goal is to approach health topics with creativity and to present the information in a fun, unique, memorable way that encourages my audience to take that first step in their own journey. I incorporate Feminine Power principles into my methodology and utilize Kangoo Jumps rebound boots as an effective, fun, intense, full-body workout that will get you results. TKR is a lifestyle brand because holistic health is a lifestyle, not a diet. This lifestyle mindset and fun approach are fundamental elements of the TKR philosophy.
What would you like to share with other women who are mid building their own company?
- Don’t give up! If you try something and it doesn’t work, review what you did to see which elements did work and which ones did not. It’s important to have performance metrics in place in order to do this analysis effectively. Your analysis will indicate whether you need to pivot or iterate.
- Join entrepreneur groups. This could be Facebook groups, mastermind groups or any other peer-to-peer mentoring groups that give you the support and encouragement you need as you build your business. You need to surround yourself with people who encourage you to keep going, have similar entrepreneurial goals, and who give you honest, constructive feedback. If a group doesn’t exist in your area, create one yourself and invite people to join!
- Invest in yourself. Perform an honest self-assessment of your skills. If there’s a skill set that you lack, where can you learn this skill set? The online education market is alive and well. Most courses also come with a Facebook support group, which means you will have direct access to your instructor and virtual classmates. Many courses also offer payment plans to make it easier to budget and maintain your cash flow. I opted for self-paced courses so that I could fit them into my busy schedule and take as much time as I needed to get through the material. Free webinars are also helpful because you will learn valuable information from the presenter that would have otherwise taken you a lot of trial and error to learn firsthand.
- Create your own customized business accelerator. This piece of advice is actually a combination of b) and c) above. There are many accelerators around the world for start-ups that provide support, resources, and mentorship. Rather than joining an established accelerator, I performed an honest assessment of my skills and then turned to the online education market to help me “fill in the blanks.” I sought online courses in various subjects including social media marketing, branding, and list building. The courses gave me access to Facebook support groups and thereby expanded my list of mentors and peers in the entrepreneurial ecosystem. This set of courses and my corresponding support network were carefully selected to suit my specific needs and support my business venture; they became my customized accelerator.
- Don’t quit your day job. Unless you are independently wealthy, you likely need income to fund your start-up, to pay for online courses, to pay a lawyer, etc. It takes time to create and automate a system that works. Having a steady paycheck coming in while you build your business will give you peace of mind that your bills will be paid. I’ve been following the Corporate Rescue Plan by Classy Career Girl International, LLC; this program provides guidance through each phase of the transition from 9-to-5 job to full-time entrepreneurship.
- Keep a journal to track your progress and milestones. Your journal serves as a gratitude journal, a record of your journey, and an outlet to express yourself throughout the ups and downs of the entrepreneurial journey. When things get tough, remember why you started. Read a couple of entries from your journal to reset your mindset, to remind yourself of how far you’ve come and where you’re going. Your mission will be your compass.
- Reward yourself when you reach milestones in your business. These rewards could be bucket list items. Celebrate your progress and recognize each win along the way. The journey is more important than the destination. This self-recognition is important for your mindset, motivation, discipline, and accountability.
What investment did/do you need to start The Knockout Room?
I needed funds for a trademark lawyer, exercise equipment, health certifications and memberships, entrepreneurship courses, networking events, and website-related expenses. I paid for these items slowly and kept a full-time day job as I developed my business idea, business model, and strategy. The four years following my MBA were spent becoming certified in the areas of expertise that form the basis of my service offerings. I have also been and continue to be on my own health journey. My investment in my business and myself has been gradual as I grow into the person I am meant to be.
What sacrifices are you making while building the company?
When you work a full-time job and build a business on the side, you don’t have too much free time. This is why it’s so important to choose something that you love and that gives you a sense of deep, meaningful purpose – especially in this phase of the entrepreneurship journey. There are many moments when you may feel like throwing in the towel. My business incorporates many of my passions and interests, so when I’m working on my business, it doesn’t feel like work. I’m interested, inspired, and curious. I’m building something from the ground up and enjoying each stage of this journey. I learn something new every day and I have the ability to put my signature style on every aspect of the business.
Sometimes I will forego a leisure activity in order to catch up on business tasks. However, I make sure that I take breaks regularly and plan fun leisure activities often in order to rest and recharge.
![From Music to Perfume: How did your background as a music teacher influence your transition into perfumery, and how do you incorporate your musical sensibilities into creating fragrances? I’ve always thought in terms of metaphors, and music has many that can be related to perfumery! Beyond just thinking in terms of top, middle and base notes [soprano/alto/tenor in choir], I approach each fragrant idea as a composition. When documenting my ideas, song structures often come to mind. As the scent brief is visited, I meditate on what the fragrance should convey - do I want to create an accord or a “chord” of fragrance note combinations? Do I want an a capella soloist (a particular ingredient to stand out more than others?) Many of my thoughts regarding song composition transfers to my scent formulation process, with me treating each note as an intentional soliloquy at some point.
Brand Origin: What inspired you to start Pink MahogHany in 2005, and how has your vision for the brand evolved since its inception?
An avid lover of all things pleasantly scented (with slight modesty), looking back in retrospect, it’s no huge surprise that I’ve created an indie perfume house with just an idea to provide unique options for those who may be sensitive to unnecessary pungency. Initially, I just wanted to evaluate various blends to note their aroma profiles when “played” together…it wasn’t until I had friends and family asking if I knew of brands that catered to those who may be on the more olfactory sensitive side, that I really began to take my research more seriously. In the almost 20 years that Pink MahogHany has been in existence, our micro visions for the brand have evolved to larger territory. Where Pink MahogHany used to only be a personal brand, we are now also a bespoke formulation service provider to other indie brands seeking unique fragrance offerings for their products. These products range from (but are not limited to) perfumes, candles, body butters and lip balms. Ingredient Transparency: You emphasize transparency and the use of desirable ingredients in your products. How do you select your ingredients, and what challenges have you faced in maintaining this standard?
Being an indie brand often comes with a set of assumptions and misconceptions - one of them being more negative than positive as it relates to ingredients used. There is a lot of “fluff” in the industry with labeling falsification. Because fragrance formulas are a trade secret, not every molecular breakdown of a material has to be noted on the ingredient label (it would be incredibly long), but we at Pink MahogHany™️ adhere strongly to the IFRA [International Fragrance Regulatory Association] regulations that state for common and potential allergens to be listed on our ingredient label. We’ve taken this a step further to also include these ingredients listed on our website to promote further transparency, all while protecting our intellectual property. Unfortunately, we’ve had companies to unethically sell lesser expensive “dupes” of our artisan perfumes, so as a way to create a better authenticity stamp, we make it our duty to be honest about our claims. If our perfume says “Rose Bulgaria”, it is in fact just that and not a component of rose being passed off as the source material. Collaborations and Custom Scents: Can you share more about your work with private label clients? What excites you most about creating custom scent solutions for other indie brands? I could easily sum this up in one word and say “Funding.” True, there is money out there, but I’m always thinking outside the box. Having a program that has an “Each One Fund One” mentality doesn’t exist (that I’ve been made aware of). Bootstrapping can be quite the challenge, even when you’ve reached the 6-figure mark annually. Competition to be seen and set apart is extremely high, so having quality packaging and branding is a must. There are lots of factors to consider, though when desiring to make upgrades. If there were a unique, tier-geared funding operation available, it would help perfume brands offset packaging and bulk material costs in the beginning stages.
Industry Challenges: What are some of the biggest challenges you've faced as an independent fragrance house, and how have you overcome them to grow your brand? As the brand continues on the path of organic growth, I would like to expand our reach into schools, offering perfumery as an arts elective for middle and high school. I’d love to partner with botanists, farmers and horticulturists directly to grow and source raw materials for the students to work with in the creation of tinctures. My passion is getting back to nature as best as possible, as nature was my first “scent experience” as a child. We would also love to witness our fragrance creations being used to scent model homes, our focus diffuser blends being used in automobile dealerships as well as partner with Air Bnb and boutique hotels that specialize in highlighting minority, indie brands. Personal Journey: How has your personal experience, particularly as a divorced mother and someone who has experienced the loss of a child, shaped your approach to life and your work in perfumery?
Because I homeschool my twin sons, we are together a lot more than most, so one thing we all do is have moments of sharing where a neutral “floor” is laid to converse about anything. Though they are quite communicative by nature, I realize that sometimes I can be in work mode so much that it spills over into what should be our quality time. My sons see the authentic me and learn how to communicate through seeing authenticity. I’ve learned not to feel as if I have to be the epitome of perfection but allow them to see my imperfections vulnerably but with discernment. Having had two traumatic experiences pretty close together has taught me how to truly slow down and enjoy the simplicities of life - igniting a spiritual aspect that I’ve always carried but never fully explored…until Kenji’s sudden passing (2018.) Grief has a way of catapulting us into a quest for more meaningfulness in both life and business. After Kenji’s passing and my processing through the initial stages of grief, I was able to incorporate our spiritual bond into Pink MahogHany by way of essential oil diffuser blends for both focus and sleep and most recently aromatic perfume elixirs. It’s been quite the process channeling the void of his physical presence, but I also have peace knowing he can be honored in a great way through scent. I noticed once I began to be more open and receptive to spiritual signs, synchs and “winks”, more ideas began to flow. It’s been this way since his transition. Emotional Expression: Fragrance is often tied to memories and emotions. How does your personal life influence the fragrances you create, and do you have a particular scent that holds special meaning to you? My creative process is much more alchemic now, and I include Kenji by talking out loud to him, believe it or not. I’m a firm believer that when our loved ones transition from the physical plane, they are still present - just in another form. I choose to keep his memory alive by not pretending he never existed (even if for a brief period of time). I am working (slowly) on a book and accompanying fragrance, but I know it will require me to revisit some memories I’m not quite ready for, so until then, his big brothers will launch their debut fragrance, The Peaceful Tiger (they chose the name.) I’ve learned that even in what we consider “small things”, our transitioned loved ones want to be recognized and acknowledged. When the twins and I designed their fragrance label (with a designer out of the country that didn’t know anything about me personally), we had issues with the graphic - so much so that the designer asked if they could rework the design. When they sent the proof for approval, the Tiger was not only younger but sleeping, with an uncanny, angelic resemblance to baby Kenji! Becoming more aware and being more sensitive to my intention for launching a fragrance has definitely made room for more divine situations like these to occur. Healing Through Scent: In what ways has creating fragrances been a form of healing or expression for you, especially after the loss of your son, Kenji Mwamba? I know my sons may not necessarily want to be perfumers, but they definitely have an entrepreneurial heart. My desire is that whatever they decide to pursue (acting, script-writing, music or architecture), they know that anything is possible with the right amount of determination, grit, belief and immersion. One reason I chose to homeschool is so they could enjoy learning without restraint and have ample time to devote to their own separate passions and it still be fun. They know Pink MahogHany is theirs if they want it (many, many years from now - lol), and we are already discussing business structures for whatever they choose their role to be once I retire. Work-Life Balance: How do you find balance between your professional responsibilities and personal well-being, and what self-care practices do you prioritize? I’m not just a perfumer; I’m also a consumer, and self-care is huge for me. I often take salt baths to reset my energy and clear my mind after being around large groups of people or free a long day. I’m a habitual perfume sampler, and I have so many to choose from to wear as my “nightcap.” Even if just for 10-15 minutes, I cherish each moment I’m able to have some “me-time.” When time and co-parenting schedules permit, I’m definitely on a flight somewhere to indulge in some delicious food and mouth-watering mocktails!](https://www.womenontopp.com/wp-content/uploads/2024/10/IMG_3812-1200x720.jpeg)
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