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Business Spotlight :: LLAM Amplify

LLAM, or LiftLikeAMother, is more of a culture than a business. Alicia McKenzie, the co-founder and CEO, is a certified personal trainer, entrepreneur, and a former USAW and Crossfit athlete. Oh, and she’s also the mother of four kids. So when someone says Lift Like A Mother — you know they are referring to a powerful force. LLAM Amplify is the brand’s online fitness program, but it’s not like one of those products you buy simply for yourself.

First of all, LLAM offers coaching not only for physical fitness, but for nutrition and also community. As said on their website, LLAM has a goal of packing 50,000 meals in 2020 and raising $10,000 for the northern Virginia area. As a part of LLAM Amplify, you can get directly involved. LLAM Amplify has made it integral to their mission to lift up others and to benefit society above any personal profit. 

Below, we got to learn a little more about LLAM Amplify and co-founder Alicia McKenzie. Be sure to check out her blog and LLAM’s social media – they’re a huge source of inspiration, motivation, and outspokenness about the issues we should be paying attention to.

What is LiftLikeAMother Amplify?

LLAM Amplify is a health and wellness platform dedicated to equal access to fitness for all.

Why did you decide to start LLAM Amplify?

LiftLikeAMother has been my “brand” for 7 years. I have been in the fitness industry for over a decade in all capacities. I’ve been a personal trainer, a group fitness instructor, a gym owner and have worked in many different facets. Amplify was born in 2020.

What makes LLAM Amplify stand out?

I have been more involved in community outreach for the last 18 months. Now, I am using Amplify as my social entrepreneurship outlet. I am very vocal and passionate about supporting those who need it.

What is a typical day like for you?

6:30 – 7:30: wake up and do things around the house

7:30 – 8:30: breakfast and emails 

8:30 – 10am: kid stuff and trying to work 

10:00 – nanny comes and I can get some real work done. I rely on Asana as my task manager. I workout midday. 

2:00-4:00: work/family errands and car conference calls 

4:00pm – family coffee break and afternoon activities 

6:30pm – dinner 

7:30-8:00: bedtime routine for the kids 

8:30 – 11pm: it varies depending on whether I coach or have calls 

11:00pm: bed time

How did you get the background and skills necessary to run this type of business?

I have a background in IT ranging from being a technical writer to an Information Systems Security Officer. During those years, I was also running a Crossfit gym with my husband. Our household has a plethora of knowledge so anything I’m not confident about, I have someone to bounce ideas off of.

LLAM Amplify Logo

What is the best part about what you do? Most Challenging?

The best part of coaching is watching people do things they didn’t think possible. I love seeing the spark for health and wellness grow. The most challenging is managing expectations and time. The Amplify program is very inexpensive to allow for greater access but in the same breath, it still requires the same attention as other programs.

Where do you see LLAM Amplify in the next year? In the next five years?

I started Amplify as a social entrepreneurship outlet meaning that I want to combine commerce with social issues. I define the success of my business by the impact that we can make on the world, not profits. Given that, by the end of 2020, we have a goal to donate $10,000 to local and social issues. We also have a goal to pack and/or donate 50,000 meals. In the next 5 years, I want to have a combination of 50,000 members from all communities on a platform designed and created by and for Amplify.

Who are LLAM Amplify’s customers?

Our customers come from all walks of life. They are working mothers who prioritize their health. They are stay at home moms who need something for themselves. And they are busy fathers who want to include their kids in fitness. They’re members who have minimal time, equipment and financial means but want to be healthy. They’re members who have fully decked out home gyms and want a mix of programming. That’s the beauty of a digital gym. It removes barriers.

What matters most to you in your business?

Integrity, inclusion, and access. I whole-heartedly believe that everyone can live a healthy lifestyle if they have access to the proper tools.

When you’re not running LLAM Amplify, what are you doing?

Pre-covid, you could find me eating my way through every restaurant in DC. I also love running races and traveling so 2020 was my year to combine both but I’m clearly not doing that 🙂


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Photos courtesy of Alicia McKenzie and LLAM Amplify.

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