We had the good fortune of connecting with Natalie White and we’ve shared our conversation below.
Hi Natalie, every day, we about how much execution matters, but we think ideas matter as well. How did you come up with the idea for your business?
I created West End Sweat because, quite frankly, I was bored within the first week of quarantine. I started thinking about things I love. One was dance and the other was working out. The particular genre of dancing I love is musical theatre. I thought I would combine musicals and working out. West End Sweat was born. The signature class I teach is an hour long class. We start with a warmup, abs, a stretch and then we learn an all levels dance to a musical. All levels, meaning anyone can do it.
Please tell us more about your work. We’d love to hear what sets you apart from others, what you are most proud of or excited about. How did you get to where you are today professionally. Was it easy? If not, how did you overcome the challenges? What are the lessons you’ve learned along the way. What do you want the world to know about you or your brand and story?
I have been dancing and choreographing professionally for about 12 years now. I have danced and choreographed for cruise ships, shows, tours and theater. I have loved every second of it but no second has been easy. I have learned that hard work and determination will help you succeed. If you use your brain, work hard and are always on time people will want to hire you again and again. Because of covid the dance industry shut down. I wanted to find a way to combine my love of musicals and working out. I created West End Sweat. A muscial theatre based workout designed for anyone to take it. It has been quite the journey of figuring out how to brand it, how to build a website and then how to get people to actually sign up for zoom classes. The market is very saturated right now (Every dancer is now a fitness teacher) so its easy to get disheartened. Sometimes I would have one person turn up to class but I would tell myself, one is better than none and things have to grow organically. Unless you have a giant Instagram following then things are going to move a bit slower. As long as you know what your offering is a good thing, then it will build 🙂 I think what I want the world to know about West End Sweat is just put yourself out there and try something new. I promise if you come to my classes you will have lots of fun.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I love to hike in Malibu. I take people to Santa Monica for a bike ride along the ocean front. I often take people to rooftops such as Mamma Shelter or Perch. Love stone haus in West Lake village. Of course I show someone Hollywood blvd if they’ve never been here before.
Who else deserves some credit and recognition?
I would like to dedicate this to my partner in life, Rich Van Tine. He is an incredible screenwriter and the most supportive person one could hope for.
All Photos – Ian Maxion