Åsa Fornander is not only a fantastic dancer, she is also a concept developer of world-famous dance classes. Starting off as a dancer Åsa Fornander found her way to combine her dance background & knowledge with her passion for the fitness/health industry and created her own business out of it.
Back at the beginning
Åsa Fornander is a trained dancer who struggled with anorexia at a young age but fought herself out of it by finding her happiness and energy in the fitness and dancing environment. In 2001 Åsa Fornander got signed by NIKE as a NIKE MASTER TRAINER and ever since she worked full time and established herself as one of the most hired and most popular profiles in the dancing and fitness world.
In 2008 Åsa decided to move to NYC to follow her dreams, she worked as an instructor and dancer at Broadway Dance Centre, all that to train her dancing skills and educate herself. Not long after that she even won the ”Golden Heart” as the group fitness instructor of the year.
After developing and training herself into the best dancer, Åsa Fornander decided to move back to Sweden and conceptualized one of the most world-famous dance classes called AfHo (Afro House). Her classes have become so successful, that she now has over 400 instructors in that concept working for her.
"I’ve worked hard, in a super competitive business - and I’ve created something unique and found a way to live my dream AND created several working opportunities for others, both in Sweden and in the US"
Åsa Fornander
Turning your passion into a business, have you always been entrepreneurial?
I think I’ve always had the entrepreneurial and creativity in me I think – but I haven’t had the courage and confidence. I remember my first event that I did, it was just one simple class – for a special event and I was so nervous to be in charge of it all by myself.
Can you describe your dancers?
It’s a bit of a mix – females & males, completely different professionalities – but what they do have in common is that they like to take care of themselves.
Even if they have a super important and busy job – they make time for their passion or interests. It’s people that know the importance of having something/somewhere where they can get a ”release” that helps them be even better versions of themselves in their everyday life. They are not at that level that they feel forced to work out. Instead of being a ”must do” it’s more like a hobby..a passion.. and they chose a way of working out that they enjoy doing. It’s a lifestyle.
How can one find your business?
I have a website – asafornander.com where you can read about me, my weekly classes and events, and of course my concepts, my retreats, and travels. I do most of my PR in social media, Instagram and Facebook – and in my classes. The most efficient way – by far – is when the people that have joined me for an event are spreading the word because they liked it. It’s my own mission to become better on marketing strategies.. It’s not my favorite at the moment.
What sacrifices have you had to make to start a business?
Most sacrifices are about social life, obviously in different ways. For example, when I started working like this – a lot of weekends and evenings/late nights – I lost several friends. For example – most weekends I often travel to different events/workshops etc. and I always have to turn down invitations to parties or dinner.. and after a while I stopped getting the invitations – so I remember one weekend when I actually was home and available – everybody was busy and no one asked me – or had time for me.
However – these days, many of my friends have similar time-rhythm and we make it work. I might have fewer friends, but they are close and real friends that understand how it is to work a lot.
How do you get unstuck creatively?
It depends on what area – if it’s about creating a choreography it’s all about the music.. I LOVE music – and I love to be updated with new music. If I feel something I can create. Overall I get inspired and creative by learning, never stop learning – and that can be traveling, it can be my own practice/training, it can be attending a workshop.. it can be going to concert or show.
"Creative things makes me creative. "
Åsa Fornander
How would you describe your work style during the days?
It can be very different from day to day.. which is one of the things I LOVE about my work. If I’m in the process of creating a new release to one of my concepts it’s kind of intense, and long days that takes a lot of energy.
Since I teach classes I have these time slots that are remaining the same from week to week – which is good. It helps me if I have a lot of work with something I still need to go and teach that class, and when I teach I have to be present. I can’t really think of something else. I believe that helps me focus – and being more present in my other tasks as well.
My days are dynamic – it’s a different kind of work in different places, which means it both contributes with a lot of energy, but it also takes some. I can get overwhelmed sometimes when it’s a lot- but I never ever get bored.
Tell us about your proudest achievement?
I have a few moments that I’m super proud of – and one of them is when Crunch gym brought in my concept and launched it as a new concept earlier this year. Between 2008-2011 I managed to get a working visa for the US, a 0-1 visa, which is a visa for a special ability. I got it as a dancer and spokesperson for the fitness industry.
During that time I worked at a Crunch gym in New York City – where I got to launch my signature class called Tribal House Party. When I got back to Sweden i conceptualized the class – and made it a legit group fitness concept which is AfHo – that I’ve already mentioned. When the biggest gym chain in Sweden (and the Nordics) brought it in a few years ago was a very proud moment. I and my Master Trainer went all over the Nordics and we trained over 200 instructors in one month and the whole launch was great. But when Crunch also wanted to bring it in last year – it felt like the circle was closed. Back to where it all started. We’ve had three pieces of training in the US, NYC & San Fran – and when they launched it in February as ”Tribal House Party by AfHo” it felt like it all was meant to be.
What is your greatest fear, and how do you manage fear in general?
It was a great fear when I started to involve other people in my business. For example – AfHo again, my first concept – it’s like my baby. I’ve worked so hard with it – to develop it into a concept – there’s a thought behind everything. How to perform it, how to teach it. The energy in it. I know it all – obviously – since I’ve created it. And then to let go of the product for other instructors to teach it. And what if they didn’t understand my thoughts and ideas with it…and what if it fails – that was scary. I guess the fear in it was to let go of the control..
I try to challenge myself every day – in a different way since this is still a fear in different situations. To bring in people that work for me and with me – like my master trainers that present and educate in the different concepts.. I know that they are awesome, but it’s still scary to see someone else educate my concepts. And at the same time, it’s super cool and a true honor.
Do you believe in destiny or do you think you can control your fate?
A bit of both I guess. I do believe that universe has a plan for us – and those (most) things happen for a reason. But I definitely think we can manifest and work for things to happen as well. A determination is an underestimated power. I sure do believe in talent, timing, and destiny – but I also think that hard work and determination can create miracles.
If you had one piece of advice to our readers to those just starting out as a business owner, what would it be?
To concentrate on the things you’re good at. I know that we have to do a bit of everything in the beginning – but as soon as you have the possibility – lay out the things you don’t like/not are good at. Instead of being totally drained by trying to do everything – save your energy for the things you’re good at – and are supposed to do. Just like you should surround yourself with people who support you and allow you to shine – be the same to yourself. Allow yourself to shine.
Check out her website to find more about her trainings http://asafornander.com
![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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