Creating Judgement-Free Spaces for Transformation

Creating Judgement-Free Spaces for Transformation: A Conversation with Amy Jordan

In a recent episode of The Amanda Kaufman Show, I had the absolute pleasure of interviewing Amy Jordan, a powerhouse in both the fitness and entrepreneurial worlds.

Amy’s journey is not only inspiring but a refreshing reminder that success isn’t just about external achievements—it’s about alignment and thriving in your own skin.

Amy’s story began in corporate America, where she worked as an entertainment marketing executive, eventually becoming Senior Vice President at Marvel—a dream job for many. Yet, despite loving the work and the people, Amy realized that her purpose wasn’t being fulfilled.

Instead of selling stories, she wanted to give something back to the world. That’s when she turned to Pilates and never looked back.

Her goal? Helping people feel amazing in their own skin. “As many people as possible,” she said, “I want them to thrive in their own skin. That’s why I do what I do.”

This driving vision is what makes Amy’s approach to coaching stand out. She’s not about quick fixes or aesthetics; her focus is on the internal transformation that movement can bring.

What’s more, her emphasis on creating a welcoming, judgment-free space for her clients is a refreshing departure from the typical fitness industry narrative.

Creating Space for Transformation

One of the key things that resonated with me during our chat was Amy’s philosophy on holding space for her clients. Whether you’re an Olympian or someone who hasn’t worked out since before the pandemic, Amy’s approach is about meeting you where you are.

She explained how important it is to create an open and inviting space where people feel seen and supported, regardless of their starting point.

Amy’s grace in how she connects with people, even in her DMs, is something that caught my attention personally. “I’m going to invite you to move with me,” she said, “but it’s absolutely up to you.”

There’s no judgment or pressure—just an open invitation to start a journey of transformation.

The Power of Alignment

What struck me most was Amy’s journey toward alignment, both in her business and personal life. She talked about the moment she realized her corporate career, while exciting, wasn’t feeding her soul.

That’s when she pivoted to Pilates, and her story is a testament to the power of following your true calling.

We often get caught up in external measures of success—revenue, growth, prestige—but Amy’s message is a reminder that true success comes from aligning with what truly matters to us. In my work as a business coach, I see so many people struggling with shame around where they are in their journey, whether it's their fitness, business, or life in general.

But the real magic happens when you get clear about what matters to you, and you pursue it without fear of judgment.

Amy is a master of movement, but more than that, she’s a master of creating confidence.

Through her classes, she helps people feel stronger, not just physically, but emotionally, as they reconnect with their bodies. It’s about how you feel in your skin, not how you look.

Coaching That Transforms

As a coach, Amy Jordan embodies the values I believe all great coaches should strive for.

She’s authentic, supportive, and clear about her purpose. For her, it’s not about chasing followers or money—it’s about helping people thrive. And when you work with her, that energy is contagious.

She’s also a big believer in coaching herself. Even though she runs a business with 12 Pilates studios and holds multiple patents, Amy didn’t hesitate to share how transformative it’s been for her to work with a coach in her own entrepreneurial journey.

Her message?

It’s never too late to invest in yourself and your growth.

For all the coaches out there reading this: know that your work matters. Whether you’re working with beginners or seasoned professionals, you have the power to help people create real change in their lives.

Amy’s story is proof of that.

Join Amy on Her Journey

If you’d like to connect with Amy and experience her unique approach to movement, you can find her on Instagram and TikTok at @AmyJordanOfficial or @WundabarPilates.

She even offers a free live workout every week, followed by a Q&A session where you can get direct feedback on your form and progress.

Amy is an example of what happens when you align your business with your passion.

Her commitment to helping people feel amazing inside and out is what makes her such a standout in the coaching world.

Closing Thoughts

If there’s one takeaway from my conversation with Amy, it’s this: Alignment isn’t just a buzzword. It’s the key to thriving, whether you’re in business, fitness, or life.

By staying true to your values and purpose, you can create lasting impact and success that goes beyond the surface.

Looking for more inspiration and actionable insights?

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Be sure to follow along for even more content to help you grow, thrive, and succeed!

Key Timestamps:

00:00 - Introduction to Amy Jordan and the power of alignment

05:12 - How Amy approaches fitness: Creating space for transformation

08:45 - Why internal transformation matters more than appearance

10:57 - Finding alignment in business and why it’s crucial for long-term success

13:00 - Amy’s unique take on coaching and building authentic client relationships

16:30 - How Amy’s coaching has helped her expand her vision and leadership

22:18 - How to stay true to your values and stand out in a crowded industry

25:50 - Practical tips for creating trust and connection in business

28:00 - The value of coaching for experienced entrepreneurs and professionals

30:22 - How Amy holds space for clients, from Olympians to beginners

33:55 - Amy’s journey of personal growth through investing in coaching

37:15 - Wrapping up: How to connect with Amy and learn more about Wundabar Pilates

Full Transcript

Amy Jordan Podcast Interview

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[00:00:00] my goal and my driving vision is to help people feel amazing in their own skin.

[00:00:04] As many people as possible that I can help to thrive in their own skin. That's why I do what I do.

[00:00:10] Mhm.

[00:00:28] Well, hello and [00:00:30] welcome back to the Amanda Kaufman show. I am delighted to be speaking with my friend, Amy Jordan, and we're continuing the discussion on coaches that don't suck. You know, I've been talking on social media lately about this boogeyman of the sucky coach and that's why we can't be seen.

[00:00:50] really wanting to have more coaches that have all this amazing training, all these amazing gifts get out there. so when Amy said, yeah, I'll come talk to you about that. I was [00:01:00] delighted because Amy Jordan is an absolute expert in her field. She's an inventor. She is a coach. She is a leader.

[00:01:08] She's an entrepreneur. She's done so many amazing things. Amy, welcome to the show.

[00:01:13] It's my honor to be here and just to get to know you better and share with your community because I am a stan for coaches all day long and I'm really happy to chat with you and serve your community and your audience.

[00:01:25] I love it. Awesome. Well, Amy, I am so curious, [00:01:30] have you always been an entrepreneur? Have you always been helping other people with what you do? how did you get into this?

[00:01:36] No, actually I haven't been similar to your path, Amanda. I had a thriving corporate career. I had a job. I actually really loved, I loved the work I was doing.

[00:01:47] I was an entertainment marketing executive. And my last big job was as a senior vice president at Marvel. A dream job for many people would be that role. I loved the people I was working with and the actual work I was [00:02:00] doing, but I knew that it wasn't fulfilling my purpose and really filling my soul.

[00:02:06] I felt like it was kind of draining my soul, not in the fact that I didn't like it, but in the fact that I didn't feel like I was giving back enough to the world. I wasn't a storyteller. I wasn't a movie maker. I was a marketer. And so I felt like I was selling, selling, selling instead of giving, giving, giving.

[00:02:22] And that was really more what I wanted to lean into. So after 12 wonderful years in that industry with [00:02:30] amazing people and friends that I still have, I just pivoted right out and I knew that I wanted to do something that Helped fill other people's cups and Pilates for me is the way to do that because my goal and my driving vision is to help people feel amazing in their own skin.

[00:02:47] As many people as possible that I can help to thrive in their own skin. That's why I do what I do.

[00:02:53] Well, I'm going to tell you a little secret, Amy. I have been working on my health for years and [00:03:00] I get people in my DMs all the time that are like, here, let me help you. Let me fix you. All this kind of thing.

[00:03:05] one of the reasons I invited you to this conversation is I was so impressed with your grace in the DMs and like you were so generous, you were so helpful and I just, I felt your energy in how you treated me and I loved it and it was absolutely a standout from what I'm used to getting from people in the space of health and [00:03:30] fitness because, I just, I have to tell you that because it really did make a big, big impression.

[00:03:35] Well, I thank you for giving me that feedback. I receive it and appreciate it because I truly see it as an invitation. I'm going to invite you to move with me. And then it's absolutely up to you, right? Your body, your choice. Like if this applies, not for you, that's great. I will applaud you and cheer for you moving your body in any way that is.

[00:03:55] And I've always valued so enormously holding space for [00:04:00] people and meeting them exactly where they're at. So that might not mean they're ready to move in the way that I move or in the way that I teach, but when they do come into our fold and into our community, We are holding such clear and open space, no matter where you're at in your journey.

[00:04:15] So that might mean someone who is an Olympian. We've worked with many Olympians. It could also mean someone who has not worked out since before COVID, There's so many ways that you can feel challenged in starting movement again, that it's so critical and crucial to [00:04:30] me to hold open space and open arms.

[00:04:33] For anyone who wants to move with us rather than being like, you really should move with us.

[00:04:38] That's such a distinction. Like, you're speaking exactly to the coaches who don't suck, right? Is that they do create that space and allow the person to come in. And to be clear for the listener here, it's not like Amy was just passively posting to social media and hoping for the best.

[00:04:57] You clearly have a process, an [00:05:00] approach, and a way that you choose to have that engagement. And it made a huge difference. So when you're reaching out to somebody, just tactically speaking, what do you keep in mind that helps you to do that?

[00:05:12] Like more tactically, what, what do you keep in mind when you are reaching out to someone that you've never spoken to before?

[00:05:18] I'm typically going to be looking at their profile. So I have a little context if they're not private, like, oh, okay. You know, I can see that they're in a gym or I can see that they have children or I can see that they work in a [00:05:30] corporate job or, you know, it just gives me a little glimpse into their story.

[00:05:35] And then from what I do for work, it can be kind of a triggering conversation. There's a lot of shame about the way that we look or the way that we, can perform in physical activity. And so I always keep that in my mind in my part two is that I want to come across as saying like, Hey, Would it help you to move with me?

[00:05:56] Is there something I can help you with? Because my other [00:06:00] unique approach is that I really am a master of movement and I am a master of helping you feel good in movement. There's a dime a dozen of people who can get you sweaty and, you know, feeling sore the next day. That's not what I'm after. I'm after How can I help you thrive in your own skin?

[00:06:16] So I want to try to invite people as a major approach, just invite and let them know that I'm willing to work with them. And then trying to educate them a little bit on what I do that's different from every [00:06:30] other fitness person that's on Instagram saying, do your, you know, lift your booty like this.

[00:06:36] Like you'll also notice that there is Zero content on the exterior, because that is something that makes me absolutely crazy about the fitness industry is there is so much focus on the exterior. Even people that I respect in this space market and preach to, you should look this way and do my program and you will look a certain way [00:07:00] and the way that I see it and where it's coming from in my heart, move with me, let me, you know, work with you or teach you.

[00:07:07] And you're going to feel this way because I'm so much more interested in how you feel. I don't give a hoot about what you look like.

[00:07:15] So good. Like if you aren't already taking notes on this podcast, I suggest you hit pause, grab your notepad, and then resume because what Amy's sharing here is absolute gold.

[00:07:29] You know, [00:07:30] when you are in that space, I think the part I really loved was, the part where you're like, You know, I'm gonna stay on the path that I've taken, I'm gonna keep trying to do something that I enjoy, and I'm gonna keep doing the things that I love.

[00:07:38] And I think the part I really loved was the part where you were talking about how you're so not afraid of being judged. You're not afraid of being judged. This is my distinction. I'm a master of movement. It's about the feeling, right? One of my favorite exercises that I take my clients through is take something that is core to the coaching that you do, and then think about what does everybody say?

[00:07:58] And then what's [00:08:00] your contrary to popular belief belief? Because that contrarian belief is why people are going to choose you as opposed to somebody else. So, you did that. And it's

[00:08:10] going to help you stand out from the rest of the noise. Because at a glance, if you're scrolling through Instagram or TikTok, I look a lot like a lot of the Pilates girls on Instagram and TikTok, right?

[00:08:22] I've got blonde hair, I'm from California, I work out a lot. Like, there's a lot of things that, yep, yep, yep. Same, same, same, [00:08:30] same. And what needs to be expressed then and shared is the language I use, surrounding movement, the approaches and ideas and focuses of our videos and of our content so that it is Definitely never coming from an outside in and always coming from an inside out.

[00:08:48] And sure, will you look amazing afterwards if you get your body aligned and if you get your core connected and if you're doing the moves that we suggest? Yes, of course, but that is never our approach because that's [00:09:00] like a secondary, little cherry on top to feeling amazing. it's just not our focus.

[00:09:06] Yeah. I totally appreciate that. And, you know, as a business coach, it's so interesting because as you're speaking about this, I'm like, wow, a lot of people have shame about where they are in their business. A lot of people have shame about, the quality of their material that they're publishing and things like that.

[00:09:19] And I know I've worked through a lot of those things myself. And the game changer was when I was like, wait, what matters? And I have my little tattoo, do what matters on my arm. Like, it [00:09:30] really reminds me of like, well, what matters? And what I'm hearing you say here is you've gotten so laser clear about what matters.

[00:09:39] That is unique and distinctive. that's why you wake up because only you can do what you do the way you do it, and that clarity of the value system is so super important. I know for me it was helping people have the confidence and congruence in whatever they're doing,

[00:09:56] So I'm a weird business coach in the sense that I actually have an [00:10:00] SOP for unwinding your business. And getting out of it when you realize you don't belong in this business and you've got to go find alignment elsewhere.

[00:10:07] I bet you you're the only person that is teaching and coaching this.

[00:10:11] Subject matter because everyone else is doing the opposite of building, growing.

[00:10:14] Exactly. It's all about building and growth and how many millions of dollars have you done? And I won't lie, like when I talk about how much I've made, I always get a spike in views. But, when I think about the breakthroughs that my clients have and when people slide into my [00:10:30] DMs in a really authentic way and say, Hey, can you help?

[00:10:33] You know, it's often with those challenges that go unaddressed by the mainstream. I'm thinking about quitting. I'm thinking about pivoting. I'm thinking about, all of these things. And, it's so important, I think, to choose that alignment. I thinking about that moment that it hit for me was when I was sitting in a personal development seminar at the earlier part of my journey, and from the stage they said that the issue was that the, pain was coming from [00:11:00] achievement without alignment. And you know what you're talking about of like finding your truth and finding what is, important to you in this mastery of movement.

[00:11:10] It sounds to me like you've found an alignment for your achievement.

[00:11:14] Absolutely. And that really resonated with me and I am late to the coaching game. I just started my first professional coach this year. In January of 2024. I've been an entrepreneur since [00:11:30] 2008.

[00:11:30] And I just didn't know or understand the value of coaching. And I'm glad that so many coaches are putting themselves out there and sharing their content and what they can help you, learn and thrive and grow in a business, because I didn't know how impactful and how powerful it could be. And the massive growth and expansion.

[00:11:49] I've had as a leader, not only from revenue. Yes. Revenue has grown, but the way that I'm showing up for my team is so different. But I had [00:12:00] really gotten stuck in putting out fires.

[00:12:02] I had gotten stuck in my inbox. I had gotten stuck in, you know, just this constant to do list from any angle, any person, partner that wanted my attention or needed my answer that day. I'd gotten really caught up in that. And only through coaching did I really start to pull back. And allow myself to focus on where did I want to go with this business, with these new tools, with my inventions.

[00:12:26] Whacked my tree. But with my inventions, I had had [00:12:30] multiple inventions sketched on paper that had been sitting in a file for two years. It's wild. So having the ability to delegate to an assistant to delegate to my team and have them put systems into place so that I'm no longer needed as this fire putter out or a whack a mole person.

[00:12:49] It allows me to focus on the expansive growth of the company and I've achieved all of the goals that I put forth at the beginning of January. It's all really happening [00:13:00] because. I finally invested in a coach.

[00:13:02] There you

[00:13:03] And I finally took action as a coachee. What do I call myself?

[00:13:08] A client.

[00:13:08] So for your coaching audience, please understand that even people who you think.

[00:13:14] I have 12 studios across the country. I have, you know, in two patents, I have all these wonderful accomplishments, but it really took a hard look at myself and where I wanted to grow and what my boundary or what my [00:13:30] blockages were doing that with a coach. So to those of you who are listening, who are coaches.

[00:13:36] You can still approach the people who are already in business. It's just not the baby businesses. This is allowing me to exponentially grow and thrive in a way that I'm incredibly grateful for so much so that I just started a second coaching program based on content creation this week. So I started to see and understand the value of what coaches are providing.

[00:13:57] And as a side note, my very dearest [00:14:00] lifelong best friend is a life coach. So I've always had some life coaching, So I've always been able to get that kind of support and a more personal, but also, you know, dabbling in professional, but just as a word of encouragement to you and your audience, it's really an important and valuable service that you're offering.

[00:14:18] And I just hope that you are feeling that and understanding that many of us appreciate and see the value in what you're doing.

[00:14:25] Absolutely. You know, when you realize that coaching is so synergenic, [00:14:30] synergistic, and you can activate, I'm sure it's the same for you when you're working with somebody and they activate their movement and they are becoming more, health conscious and they're implementing some of the things I'm sure you're seeing a huge ripple effect with your clients as they do that.

[00:14:45] Absolutely.

[00:14:46] Absolutely. You see them walk in lighter, standing taller, feeling more confident. You know, I have an anecdotal story of a client who used to not feel great in the way that she felt in her skin. [00:15:00] And she's been a client of mine for over a decade. I adore her. And she used to always choose the machine that I thought was the worst machine because it's the mirror cut you have.

[00:15:10] Like halfway on the machine. So there was one machine that did not have a mirror on it. And we work standing on either side. We work in the middle. We work in lots of different orientations. And I remember saying to her like, do you want me to save you like a better machine? Like, is this on purpose? And she's like, I don't want to look at myself in the mirror.

[00:15:29] She [00:15:30] just wanted to do the work. And she wasn't feeling confident about what she saw reflected back to herself. And it didn't take long where I saw a lot less of that. but I have seen her on more than one occasion. on a machine with a full mirror, head up, proud eyes, looking back at her reflection and really celebrating the work that she's doing in the room and feeling really confident in the skin that she is in.

[00:15:55] Oh my gosh.

[00:15:56] I love that story.

[00:15:57] That's the whole reason why we do what we do. I like [00:16:00] to tell people I'm a cleverly disguised confidence coach and I'd say the same thing for you. You're a cleverly disguised confidence coach, you know? It takes the work to really start to embody that confidence.

[00:16:11] But if you can create that container and that process that people can, and the trust and the rapport that people can just do the work, do the things. It's amazing what they can accomplish.

[00:16:22] And if you can hold that space without judgment and with encouragement serving as their coach is really holding space.

[00:16:29] For them, right? So [00:16:30] I don't often use the word coaching, but it is very aligned in that word as well, where you're just holding that space for them being their support system and being their biggest cheerleader and allowing them to celebrate their wins so that they then can continue to grow and shine.

[00:16:46] They take that out of the room. They walk out of the studio with that little, you know, another little spoonful added into their confidence, into their strength, into their empowerment. They walk out [00:17:00] feeling great because the way we approach it is all with positivity. So when you're in the studio with us, It is a lot of yes language, a lot of positive language.

[00:17:09] There is absolutely no negativity. There is no tearing down. There is no, you know, you, if you're not doing it this way, this doesn't count things of this nature that you hear in a lot of maybe it can't be, or just more aggressive forms of movement. And even in our training, we go through the process of practicing [00:17:30] positive language.

[00:17:31] inclusive language, empowering language, so that we are creating a space where you are giving them this encouragement and validation to help them achieve the goals that they have while they're working with you.

[00:17:44] I love that.

[00:17:45] Yes. So the best way is at Amy Jordan Official. That's either on Instagram or TikTok. And then to follow the studios, it is at Wundabar Pilates. That's W-U-N-D-A-B-A-R, Pilates. [00:18:00] And we also have wound decor, which is my invention here, and this is wound decor. at Woundecore on Instagram or TikTok. So I would love to see you there.

[00:18:10] If you would like to move with me, I do a live 40 minute workout each week, and then that's followed by 20 minutes of questions. So if your shoulder is feeling a certain kind of way, if your knee doesn't feel great doing lunges, you have direct access to me. Not only will I watch you while we're moving and keep an eye on your form, but We will also [00:18:30] get a chance to kind of deep dive after the workout.

[00:18:33] So if that sounds great to you, please DM me at Amy Jordan official, and just DM me the word Amanda, and we'll know what you are after. we will make sure to get you a link to join the next class as my guest.

[00:18:44] Thank you so much for joining us for the Amanda Kaufman Show. And don't forget to subscribe and to leave a five star review. It helps other amazing coaches find this episode and this series. Let them [00:19:00] listen to this podcast and help them out. All right. Thank you so much for joining and we'll see you next time.