In this thirty-eighth episode of My Kind of Business, Alex is joined by Sanne van der Ende – personal trainer, community-builder, and founder on a mission to bring kindness, compassion, and joy back into fitness.

Sanne shares her journey from growing up in an entrepreneurial household to completely rebuilding her life after years of depression, negative body image, and an unhealthy relationship with exercise. She talks about the pivotal moments that shaped her path: transitioning from hospitality to personal training, moving abroad to create a fresh start, rediscovering movement as something nourishing, and ultimately stepping into a business that reflects her values and belief in accessible, kind fitness.

This conversation is honest, grounding, and full of real insight for anyone navigating self-doubt, early-stage entrepreneurship, or the pressure to fit into an industry that doesn’t always feel aligned.

In this episode, Alex and Sanne explore:

• How Sanne’s upbringing shaped her entrepreneurial spirit

• The transition from hospitality to becoming a personal trainer in 2019

• Rebuilding her relationship with exercise after years of struggle

• Navigating self-doubt, comparison, and fear in the early days of business

• How COVID became the unexpected catalyst that allowed her to grow

• The role of therapy in building confidence and managing negative thoughts

• The importance of community in her bootcamps and business model

• How motherhood has influenced her work-life balance and mindset

• Her vision to reach more women globally through accessible home workouts

• Why kindness can be your business strategy

Whether you’re starting out in business, rebuilding confidence, or wanting to create something more aligned with your values, Sanne’s story is both grounding and inspiring.

[00:00] The roots of entrepreneurship [03:08] Transitioning from hospitality to personal training [06:11] Early business challenges, fear and comparison [08:59] Motherhood and finding balance [11:57] Building confidence and community [15:03] Therapy and rewiring negative thoughts [18:01] Growing a business during COVID [21:03] A vision for global impact [24:00] The power of kindness and community in business

• The entrepreneurial influences that shaped Sanne’s belief that she could work for herself

• Turning her own struggles with mental health and body image into her mission

• Allowing movement to become joyful rather than punishing

• The messy early days of self-doubt and comparison

• Therapy as a powerful tool for confidence and clarity

• Community as the heart of her bootcamps and online presence

• Building a business aligned with kindness, accessibility, and empowerment

• Holding a bigger vision without losing authenticity

YouTube (Strong Squad – 15-minute workouts): https://www.youtube.com/@sanne.personaltraining

Instagram: https://www.instagram.com/sanne.personaltraining/ https://www.instagram.com/strongsquad.london/

Website: https://sannevanderende.com/

Instagram: @alexmccarthycoaching LinkedIn: https://www.linkedin.com/in/alexmccarthycoaching/ Website: alexmccarthycoaching.com