HLP Voices Series#5 - Turning Passion into Purpose: My Journey to Building a Business That Empowers Women
- Pinar Koyuncu Oktar
- Apr 7
- 5 min read
We’re so excited to welcome Anna Downs to Her Leadership Playbook this month. As the founder of Move Well with Anna, she’s not only a passionate advocate for women’s health and movement, but also a shining example of what it means to turn lived experience into purpose.
Anna’s journey from British Army officer and biathlon athlete to women’s movement specialist is deeply rooted in resilience, reinvention, and service. After navigating the physical and emotional challenges of postpartum recovery, she realized how underserved women were in fitness spaces—and decided to change that.
In this powerful piece, Anna reflects on the realities of building a business from passion: the emotional, financial, and personal challenges, as well as the deep sense of impact and fulfillment. We’re honored to feature her voice and story at HLP as we explore what it really means to follow your passion.
✍️ By Anna Downs - Founder of Move Well with Anna
I never chose to become an entrepreneur - it chose me. After years as a officer and biathlon athlete in the British Army, I thought I understood my body. I had pushed it to its limits, trained with discipline, and built strength in ways I was deeply proud of. But nothing prepared me for the physical and emotional upheaval of pregnancy and postpartum recovery.
Like many women, I assumed I could return to training the way I always had—through structured, intense workouts designed around masculine training models. But I quickly learned that these approaches weren’t just ineffective for my postpartum body; they were actively harmful. Instead of rebuilding my strength, I was creating dysfunction, worsening imbalances, and feeling more disconnected from my body than ever before.
Frustrated by the lack of guidance and evidence-based support, I started searching for answers—not just for myself, but for the countless women experiencing the same struggles. That journey led me to specialize in training women through pregnancy, postpartum, peri-menopause, and menopause. It became clear that we needed better education, more compassionate coaching, and an approach that truly honoured the female body’s unique needs.
Turning what I love into a business has been one of the most fulfilling yet challenging things I’ve ever done. There have been moments of doubt, exhaustion, and financial strain. But there have also been moments of deep satisfaction—seeing women reclaim confidence in their bodies, building a community of support, and proving that when women are given the right tools, they thrive.
This is my story of turning passion into purpose—and how, despite the challenges, I wouldn’t have it any other way.
The Passion That Started It All
Movement has always been a huge part of my life, but it wasn’t until I started working with women at pivotal stages of their lives that I realized the depth of the gap in support. Too many women feel abandoned by the fitness and healthcare industries during pregnancy, postpartum, and menopause. There’s a lack of education, a culture of pushing through pain, and often a sense of isolation.
My own experiences reinforced this. After experiencing 2 difficult pregnancies, challenging births and undergoing multiple surgeries, including a total hysterectomy for cervical cancer and most recently, spine surgery,, I saw first-hand how essential movement is—not just for physical recovery, but for mental strength, confidence, and overall wellbeing. I knew I had to create something that gave women the tools, knowledge, and support they needed to move well and feel strong in their bodies.
That’s when Move Well with Anna was born. What started as a deep desire to help turned into a structured, evidence-based approach to training that has since supported countless women in feeling empowered in their own movement journey.
The Challenges of Turning Passion into a Business
The Emotional Challenge: Let’s talk about the first hurdle—charging for what you love. When you deeply care about what you do, putting a price tag on it feels uncomfortable. I struggled with the fear that by monetising my passion, I was somehow making it less pure. Over time, I realised that valuing my expertise and time wasn’t selfish—it was necessary. The more sustainable my business, the more women I could help.
The Financial Challenge: Passion doesn’t pay the bills—at least not immediately. The financial pressure of running a business is real. Between venue hire, instructor costs, marketing, and building digital offerings, there were times I questioned whether I’d made the right decision. But learning to balance purpose with profit was crucial. I needed to ensure my business was sustainable without compromising on the quality of care I provided.
The Business Challenge: I knew how to train and support women, but running a business? That was an entirely different skill set. Learning marketing, social media, client retention, and online program development stretched me in ways I never expected. There were times I doubted whether I had the business acumen to make it work. But I surrounded myself with mentors, invested in learning, and kept adapting.
The Personal Challenge: When you run a passion-driven business, it’s easy to pour everything into it and forget about yourself. But burnout is real. Balancing my family life, my own health, and my business was a steep learning curve. I had to learn to delegate, set boundaries, and remind myself that rest wasn’t a weakness—it was essential for longevity.
The Rewards of Staying True to My Purpose
For every challenge, there have been moments that remind me why I do this. The messages from women who tell me they finally feel strong again. The clients who walk into class feeling disconnected from their bodies and leave feeling empowered. The community of women who uplift one another, knowing they’re not alone in their experiences.
Impacting Women’s Lives: There is no greater reward than seeing a woman reclaim trust in her body. Whether it’s a pregnant woman moving pain-free, a new mother rebuilding her strength, or a menopausal client feeling energised again—these moments make every struggle worthwhile.
Building a Community: More than just a business, Move Well with Anna has become a network of support. Women connect, share experiences, and uplift one another. It’s not just about training—it’s about belonging.
Personal Growth: Running a business has changed me. I’ve become more resilient, more strategic, and more confident in my leadership. The skills I once doubted I could develop—marketing, business management, delegation—I now embrace as part of my growth.
Freedom & Fulfilment: The biggest reward? Knowing I’m doing work that truly matters. I’m shaping my own path, doing something I love, and making a real difference in the lives of the women I work with.
Lessons Learned on the Journey
Passion Alone Isn’t Enough: You need strategy, systems, and sustainability. Running a business is as much about resilience and adaptability as it is about love for what you do.
Ask for Help: You don’t have to do it all alone. Finding mentors, outsourcing where needed, and learning from others makes all the difference.
Embrace Change: The business I have now isn’t exactly what I envisioned at the start—and that’s okay. Adapting to new opportunities, like digital programs and memberships, has allowed me to grow in ways I never expected.
Community is Everything: Whether it’s clients, fellow entrepreneurs, or a support system at home, having a strong network makes all the difference.
If you’re sitting on a passion but hesitating to turn it into a business, know this: the journey isn’t easy, but it’s worth it. You don’t have to have all the answers from the start. You don’t need to be perfect. You just need to begin.
Leadership isn’t about having it all figured out—it’s about stepping up, learning as you go, and staying committed to your purpose.
And remember: when women support each other, we all rise.
If you have a passion that could change lives, don’t keep it to yourself. The world needs what you have to offer.
Website: https://movewellwithanna.com
Instagram: https://www.instagram.com/movewellwithanna/
It's truly inspiring to see how Anna has transformed her strengths and real-life challenges into a thriving business. Her passion for supporting other women shines through in everything she does!