Meet Alanna Zabel | Founder, AZ I AM

We had the good fortune of connecting with Alanna Zabel and we’ve shared our conversation below.

Hi Alanna, do you have some perspective or insight you can share with us on the question of when someone should give up versus when they should keep going?
Navigating the decision of whether to keep going or to give up is a deeply challenging process that requires a blend of persistence (ironically), strategic thinking, and intuition. As a business owner and entrepreneur, I recognize the immense value of tenacity, focus and having an unstoppable mindset. These qualities often drive success and help overcome numerous challenges. However, it’s equally important to understand that there are moments when drastic changes, pauses, or restructuring become necessary. It doesn’t necessarily mean that it is the end, per se, but it may be a surrendered pause.

In my experience, the key lies in being adaptable and open to reassessing the situation. This involves a careful evaluation of the current circumstances, considering factors such as market conditions, financial health, team morale, and overall business performance. When faced with significant obstacles, it is essential to analyze whether the current path is sustainable or if a new approach is required. Making these executive decisions is part of good leadership, ensuring the long-term viability and success of the business.

As a spiritual person, I also believe in the importance of listening to the situations at hand. This involves being mindful of the subtle cues and signals that may not be immediately apparent through traditional analysis. I look back at my struggle whether or not to renew a commercial lease in late 2019. My business was doing well, the location was incredible, but something was telling me not to renew the lease. Thankfully, I listened and I took a pause, because four months later COVID hit the US, and I did not have the burden of a commercial lease during the worst part of the pandemic. By combining strategic analysis with intuitive insight, I feel that I can make more holistic decisions that align with both the practical and energetic aspects of my business.

A little over a year ago, I was helping a neighbor to find their lost dog. I kept pondering, “At what point do we give up?” Well, we don’t ever give up, ever. Our approaches may likely change, but we never give up. Around the same time, I was dealing with my second brick and mortar location in Santa Monica, which opened a year into the pandemic. Unfortunately, about two years into my lease, the owner of the building passed away. He was not only my landlord, but a good friend. We had a very short lease agreement, due to COVID and his awareness of a development deal I had with a network for a television show around my business. With both variables being uncertain, it was refreshing to have a landlord who was also flexible with terms. After his passing, a historically unethical individual took charge of our lease. I spent an additional year and a half asking for roof leaks to be fixed, and new terms to be drafted; for a renewed sense of security and trust, which I had with the original owner. This person intentionally dragged out these conversations, solely to keep me in the space as long as possible, leading me to believe we could find a positive solution, without taking any action to back it up. Once again, I had built a great business with a wonderful community, but I had to make the executive decision to close that location due to how negative and challenging it was dealing with this individual, and the most obvious – being unable to operate business with 2″ of water leaking into your space every time it rained.

Every person connected to your business contributes energy to it, and that contributes to the health of your business. Consider all variables and choose wisely. During the last week at this space, a member came to one of our final classes. He said something that has stuck with me since. He said, “Alanna, as gorgeous as your studio is, we don’t come here for the space. We come here for you, for the classes.” It was powerful for me, and it reminded me of our human bodies. It is the spirit that resides in the body that makes us who we are. A new space is easy to obtain, but the spirit that you bring is what creates your value. We never know when an ending comes, but always be prepared to transition to the next phase or the next form your business takes. Every single day that I walked through my business, I not only pinched myself for how proud I was of what I had built, but I also trained myself to be unattached, knowing that one day I would give it all away without any regrets. Ultimately, the decision to keep going or to pivot is not about abandoning persistence but about being wise and discerning in the face of changing circumstances. It’s about knowing when to hold on and when to embrace change, always with the goal of steering the business towards its highest potential while enjoying the journey!

Ironically and unexpectedly, I began my business thirty years ago leading yoga retreats. I created Goddess Detox Retreats in 1998, guiding groups of women on spiritual adventures and fasting retreats. Since closing the Santa Monica location, I have been running weekly retreats and events, which feels so deeply rewarding and back to my roots. I know that this will lead me to the next iteration of AZ I AM’s physical presence, but in the meantime, we are back to manufacturing sustainable products for Women with our Modern Goddess® collections, as well as our sustainable wellness brand for kids, AZ I AM Kidz, while running powerfully transformative Detox Retreats in southern California and beyond. We hope that you can join us! Much love to you on your wellness journey and business endeavors!

What should our readers know about your business?
At the heart of AZ I AM is a reverence for Nature and all things natural. When starting the business, we were very successful with manufacturing apparel and toys. Since 2020, due to COVID, we have not manufactured as frequently as we had, for several reasons. 1) We had used a specific toy factory in China that ensured our products were made from recycled plastics and phthalate-free materials. Unfortunately, they closed during the pandemic, and it is incredibly challenging to find a sustainable factory in China. Even though the demand for sales was there (and still is), I could not make the unethical decision to sell toxic products, especially if children would be playing with them. Other companies may have no issues with this, but I, however, care more about the integrity of my life and work than I do about a quick profit by selling a pair of leggings made from toxic nylon (which is plastic thread) or a plastic doll – all the while promoting authenticity and natural harmony. 2) The fashion industry is deeply oversaturated and fast fashion is causing immense waste for our planet. I would be denying the origin of what my business stands for, simply for financial gain. While we continue to manufacture sustainably, our focus is back to teaching, writing, and production of uplifting content.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I would take my friend to a Korean spa in Korea town first thing in the morning, followed by a light breakfast at Urth Cafe in West Hollywood. In the afternoon, we’d go to Malibu or Topanga for a nice hike, followed by lunch at the Malibu Country Mart.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I’d like to dedicate this piece to the beautiful Santa Monica AZ I AM community who made our space so incredible. We got through COVID together! Our ever deepening relationships with our members, incredible staff, and rotating event facilitators made the experience absolutely unforgettable. I AM Grateful!

Website: https://www.aziam.com

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