Sally Edwards, Serial Entrepreneur

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“I’m a serial entrepreneur,” explains Fleet Feet founder Sally Edwards. “The first check I ever wrote was for feed. I had a herd of five cows, and then I went off to college.” Edwards and close friend Elizabeth Jansen were tennis partners before co-founding Fleet Feet in midtown Sacramento in 1976.

After franchising, growing and finally selling the business internally in 1993, Edwards went on to co-found Yuba Snowshoes and then Heart Zones, which she still owns. Heart Zones is Edwards’ training program centered on attaining maximum exercise and health benefits through knowledge of cardiac ranges. The system is used internationally by physical trainers and school educators. Branded and proprietary, Heart Zones is similar in its licensing to programs such as WeightWatchers or Jazzercise.

Shod in brand-new hiking boots, the accomplished athlete projects a tender toughness. As the national spokeswoman for the Danskin Women’s Triathlon, she gives a “good-luck high-five” to every participant at the start of the race. Just as strong exercise begins with the heart, so does business success, says Edwards. “I’ve focused on leading my business with my heart. I run a women’s style of business (based on) compassion, sharing and success.” She likens her business pacing to running an ultramarathon (she’s also won a real 100-miler). “It’s a long haul to the pot of gold.”

In an attempt to encourage healthy living, Edwards is beginning to promote her newest venture, the Sally Edwards Co. How will Americans ever get in shape? “One at a time,” she notes. So she’s offering up free franchises. Edwards will show franchisees how to convert their garages into indoor cycling studios, invite their neighbors and get fit. There will be no royalty fees and no franchise fees.  

“America needs opportunity,” Edwards says. “The easy prescription is drugs. The healthy prescription is the three Fs: food, fun and fitness.”

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