There was always fire in Laurel Blackburn’s eyes and belly (aka abs). Alongside the passion for fitness, however, there also existed a timidity for business. Lately, that timidity has turned into outright tenacity. A recent Facebook posts read like this: Signing 2 leases this week. One for our 5,000 sqft facility and 1 for a new location in Crawfordville. Life is good!

Laurel Blackburn’s BootCamps to Go is definitely a Tallahassee small business success story. A few years ago, she contacted me to help refresh her logo. She then hired me to create a brochure and business cards — the typical stuff a new business needs to get off its feet — or as Laurel would probably say, “get it off its ass.”

Truth be told, Laurel was a self-sufficient business person. She was never was someone to call me for every little thing she needed — or thought she needed. If she had questions about marketing, she’d call for advice; but most of the time, she was on her own, running her business with the same intensity that fueled her workouts.

She posted signs on the side of the road. She sent emails. She blogged. She posted testimonials. She shot and posted pictures and video. She printed shirts with headlines even seasoned copywriters would have a tough time coming up with. Most importantly, though, she connected with her customers on a human level. She asked what they wanted from their experience with her business, and she delivered on their requests. Dietician? Sure. Alternate workouts? Sure. Nutritionist? Of course!

How’d she do it all? Laurel understood her business, her brand, her tone of voice, and her customers (whom also became friends over time). Once any business understands those basics, executing tactics successfully comes much more easily.

Over time, she gained a following and earned people’s trust. Now, she’s opening in new locations during the toughest economic times we’ve seen. This is the new breed of business in our brave new world. Small, hungry, passionate, engaged, and unwilling to let anything stand in its path (I pity anyone that does).

Way to go, Laurel Blackburn, Mike Alvarez, and the entire BootCamps to Go team and fan base. Continue to kick ass and take names. Tallahassee is in better shape because of you.

Disclosure: As stated above, BootCamps to Go has been a client of transplant. I have also been a client of BootCamps to Go (though it may not show it). Neither myself nor my business is being compensated in any way for this post.