Skip to main content

Mentor Profile

Alana Arthur

My Advice

"I am all too familiar with the power and hold that self-doubt can have on an up and coming entrepreneur. It is something that is so fierce in its perceived existence that you can and will question your abilities, your legitimacy and your right to take up space in your industry. If you have a passion, first and foremost, educate yourself to the best of your ability. Take away that branch of doubt immediately by becoming a subject matter expert in your craft. Secondly, develop or look for a network of women who are like-minded and fellow passion-seekers. We tend to underestimate the power of emotional support. Having a close group who are positive, motivating and encouraging to keep you going even in moments when you doubt yourself the most is truthfully a game changer. To be a 'boss' does "

Alana Arthur

Position: Entrepreneur & Global Marketing Manager
Company: Freedom Cycle
City: Kitchener-Waterloo


I have always had a passion for fitness and sports for as long as I could remember. I was an athlete who loved to try new things and push myself to new limits. However, I found myself a lot of the times not feeling like I belonged in certain spaces. I felt very excluded and I realized that I never saw fitness professionals that looked like me (dark-skinned black woman) in those facilities. It was troubling and I felt like there was no way that I could be the only person that feels this way. Black women are one of the most disadvantaged groups in the world; how were they practising self-care, how were they motivated to be their best self for their families and their careers? When I decided to create Freedom Cycle, I was nervous and extremely scared that the idea of an inclusive space for all people would not be received in the way I intended. I always had dreams of running my own gym, and I saw need for something that was apparent in my community but also much bigger than me. Freedom Cycle took time and patience, tears and triumphs, but ultimately we opened our doors in 2019 to welcoming community of people who celebrate what we have brought to the community. People of all walks of life come into our door for the love of sweat. This was my goal and although we have so much more work to do to make the fitness industry more inclusive, Freedom Cycle has been a huge first step.

Loading cart ...