building strong bodies, inside and out

Two and a half hours north of New York City, a modern black barn sits on a small stretch of grass off of Route 209 in Ulster County. Once home to a pizza restaurant, it now houses a workout space that has become a special and sacred space to women of all ages looking for community, support, and strength.

by Grace Bonney

photographs by Kelly Merchant

Tanya Miszko Kefer

tanya Miszko Kefer runs 30 Minutes of Everything, a workout system that, as the name suggests, offers up a little bit of everything in half an hour. And while the training is important, it’s the woman—and the mission—behind this business that sets it apart from the difficult gym atmospheres to which so many of us have become accustomed.

In an industry dominated by men and complicated attitudes about weight and body image, Tanya has managed to create a business that feels like a home away from home for so many women. I wanted to learn the secret behind her mission and how she built the safe community she did, so we sat down to talk about how 30 Minutes of Everything became the supportive space for physical health it is.

What did you want to be when you were little?

Well, I’m still little, but when I was younger, I wanted to be an American Gladiator. I was so in awe of their strength and the fact that they could do anything.

What was your path to the professional work you do now?

Growing up I was a gymnast, so I was always active. Going to college I knew I wasn’t going to be competing anymore, but I wanted to stay in shape. I wanted muscles! I wanted to train like an American Gladiator and be one of them, so I studied exercise science in college. I loved learning about the human body and the effect that exercise has on it, so I went all the way through college to get my doctorate.

I have done private training with clients since I was twenty-one years old. Moving back home to a rural area (Accord, New York) where my private services would be considered a luxury, I needed to figure out how to still do what I love and reach more people. So I opened up a group fitness studio that is currently serving over two hundred people in each eight-week program.

What is your favorite thing about your studio?

I love that there is a lot of peaceful energy in here. That’s an oxymoron for a fitness studio, but it’s true.

What was the best piece of business advice you were given when you were starting off?

Many people told me that you needed to start big and go all in. Not being a risk taker, I was scared to death. So I didn’t start big. I did it slowly, over time, and I am so glad that I did. It gave me time to learn how to manage my business and my clients and to grow into the businessperson I wanted to be.

What is the biggest sacrifice you’ve made in starting or running your business?

Sadly, probably my marriage. I love what I do, and it’s my number one passion. I spend so many hours creating programs and brainstorming how to make things better. But I need to learn when to stop working and when to just be still. I’m not good at that. I’m working on it.

What does success mean to you?

Happiness. For me, success has never been about money. It’s always about doing what I was meant to do and helping as many people as I can. When someone tells me how their life has changed because of their participation in my program, that fills my heart. That is my version of success.

Name a fear or professional challenge that still keeps you up at night.

That someone “better” will come along. The fitness field changes so quickly and I have to constantly be learning and reading to stay current. It’s a lot of pressure.

What is your favorite part of your job?

Sharing a moment with my clients when they tell me how the program has helped their daily life. It can be small or big, but it’s a positive change to their life. I love to know that what they’re doing in the studio is transferring to what they do outside the studio. I’m making a difference and I love that.

 You’ve created a community that is body positive, noncompetitive, and supportive (which is rare in the fitness world). How did you cultivate that and was it something you wanted to create from the start?

I love that about the studio. I feel that the atmosphere is a mix of me and the people inside the studio. Growing up in a gymnastics leotard, I was always the “bigger” girl on the team but most often always the strongest. I’ve personally grown into my own body and embraced how it’s strong and powerful, and that is what matters, not the size of my jeans. I just want everyone to love themselves and to be strong and feel good about their bodies. Since the beginning, I’ve wanted my studio to be for every body, every human. I wanted everyone to be comfortable in my studio. No one should be excluded from feeling great and getting healthy.

Do you have to continually stay on top of the tone and vibe of your classes and students to maintain this atmosphere?

Not at all! People who are looking for a half-naked fitness coach won’t find that here. They know they can roll out of bed and come to class in their pajamas with no makeup on and we’re not going to judge them. No one is going to care. The studio is body positive and there’s really no other option.

Name the biggest overall lesson you’ve learned in running a business.

Don’t ever stop learning about your field and working on yourself. Staying current in any field is important and that gives me an advantage over someone who gets comfortable in their business.

How has learning from a mistake ever led to success for you? Walk us through that.

My husband and I had another business before I opened my studio. We sunk every dollar and cashed in my retirement to start it and fund it. That put us in debt from day one. We had no safety net. Because businesses don’t always run smoothly and something always comes up, we got into even more debt.

There were days where we couldn’t pay any of our bills and I was so afraid. I had never been in that situation before. I had my first anxiety attack at thirty-nine years old and thought I was having a heart attack. While that business was sucking the life out of me, I was also starting my other business (my studio).

Never wanting to start behind the eight ball ever again, I vowed that I would do whatever I needed to do so my studio didn’t have debt. I saw clients before I went to my other job at 6 a.m., sometimes on lunch breaks, and on weekends. I busted my butt to raise the money to build my studio and get started without debt. It took me two years to save up enough money, but I did it! Never again will I be in that situation.

In moments of self-doubt or adversity, how do you build yourself back up?

I read my devotionals or listen to a podcast from my online church. That resets me and gets my head and heart back on track, every time.

What are you most proud of in your business experience so far?

I am most proud of how many people in my small town trust me with their health that they’ve been with my program for years. They keep signing up. Attrition is typically high in fitness studios, but my clients have created such an amazing community that no one wants to leave!

What does the world need more of? Less of?

More tolerance for individual differences. We’re all different human beings with the same basic needs. Less selfishness and more selflessness would be great, too! So many people could benefit from others’ kindness and generosity.

What is your no-fail go-to when you need inspiration or to get out of a rut?

A walk on this little strip of country road whose backdrop is lush green trees and mountains. It has an amazing view and always puts a smile on my face. It reminds me of how beautiful my town is and how fortunate I am to be here.

In a world where women receive so many negative messages about their bodies, how do you counteract that in your gym?

I try to reinforce to women that they are more than just a body. Who they are isn’t dependent upon how much they weigh or the stretch marks on their bodies. I don’t have a scale in my studio, nor do I emphasize body weight. I make a point to talk about someone’s personal character strengths to remind them of how special they are.

artwork by Robert & Stella