Lindsay Coke, 32
Trainer/Motivator/Amateur Boxer/Pilates Instructor
Lindsay Coke is the embodiment of female strength. Known as the “boxing blonde,” Coke is also a certified pilates instructor and Lululemon ambassador with a mission to empower women. Although she initially faced criticism about her career path, she responded by doing what she does best - fighting back. “Self accepting and esteem are the most valuable tools any person could ever possess,” says Coke. “This is your life.”
1. What made you choose this career path? What has been your greatest achievement?
I don’t know that I chose this career path as much as it chose me. I have always been an active human and some may say, kind of bossy. I've played sports and been on teams for a majority of my life. I see now that it was only natural for me to find a career path that incorporated my love for movement, my leadership skills, and a work uniform made mostly of elastic. I come from an extremely small family, and I truly believe that I have made it a mission to create that family energy and tribe mentality through my work. I am blessed to not only get to be a teacher for a living but also a student for life.
2. What’s the biggest criticism/stereotype/judgement you’ve faced in your career?
Girls aren’t tough enough to be in the boxing world. Ha! We have been fighters since birth!!! Every single person in this world is a fighter of some kind, either for something, against something, or for survival. Now that boxing is becoming more and more popular there are people out there trying regulate who’s in or out. That is probably why I am so partial to the sport, because it’s primal. It’s not about making the team or not, it’s about knowing how to tap into your instincts and use yourself accordingly in any situation. To me…if you’re breathing, you’re fighting.
"Every single person in this world is a fighter of some kind, either for something, against something, or for survival."
3. What was the hardest part of overcoming this negativity? Do you have an anecdote you can share?
I have always been the shortest person on the team, the kid in the front row of the school pictures, and the easiest arm rest for those over 5’9. I am big person in a little person’s body. I was told I wasn’t a strong runner because I didn’t have a “runners body”. I was treated as a slow pack mule doing manual labor, only ever getting to admire those that were considered the race horses.
4. How did you #SWAAYthenarrative? What was the reaction by those who told you you “couldn’t” do it?
I let swaaying BE my narrative. Tell me I won’t or I can’t and it's like putting jet fuel in my tank. I thrive off swaying haters and naysayers. "Running just isn’t in your DNA”, I was told. Well not only do I have short little “non runner” legs, but they are pretty deviant. They had no problem carrying me 26.2 miles in 4 hours and 20 minutes for the 2016 LA marathon. I have discovered that the ones that want to see you fall are usually the ones that are at the bottom of the stairs afraid to take the first step.
After I finished the race, I could see that the doubt and judgment that was once pointed in my direction is truly just a personal reflection of the way they feel about themselves. Self accepting and esteem are the most valuable tools any person could ever possess.
5. What’s your number one piece of advice to women discouraged by preconceived notions and society’s limitations?
Be your #1 fan. Don’t hold that space for someone else. We are not defined by how others experience us.
This is your life, live it out loud, unapologetically. I will leave you with one of my all time favorite quotes: “A successful person is one who can lay a firm foundation with the bricks that others have thrown at him or her."
"I have discovered that the ones that want to see you fall are usually the ones that are at the bottom of the stairs afraid to take the first step."
It seemed like everything happened overnight because, well… it did.
One moment, my team and I were business as usual, running a multi-million-dollar edible cookie dough company I built from scratch in my at-home kitchen five years ago and the next we were sitting in an emergency management team meeting asking ourselves, "What do we do now?" Things had escalated in New York, and we were all called to do our part in "flattening the curve" and "slowing the spread."
The governor had declared that all restaurants immediately close to the public. All non-essential businesses were also closed, and 8.7 million New Yorkers were quarantined to their tiny apartments for the foreseeable future. Things like "social distancing" and "quarantine" were our new 2020 vernacular — and reality.
What did that mean for us? Our main revenue source was the retail part of the business. Sure, we offered delivery and take-out, but that was such a small portion of our sales. I had built a retail experience where people from near and far came to eat edible cookie dough exactly how they craved it. We had two stores, one in Manhattan and one in Brooklyn, which employed over 55 people. We have two production facilities; an online business shipping cookie dough nationwide; a wholesale arm that supplies stores, restaurants, and other retail establishments with treats; and a catering vertical for customizable treats for celebrations of all sizes. And while business and sales were nearly at a complete halt, we still had bills. We had payroll to pay, vendors we owed, services we were contractually obligated to continue, rent, utilities, insurance, and none of that was stopping.
How were we going to do this? And for how long will this go on? No one knew.
As an entrepreneur, this certainly wasn't my first-time facing challenges. But this was unprecedented. Unimaginable. Unbelievable. Certainly unplanned. This control-freak type-A gal was unraveling. I had to make decisions quickly. What was best for my team? For my business? For the safety of my staff? For the city? For my family and unborn baby (oh, yeah, throw being 28 weeks pregnant and all those fun hormones in there, it's real interesting!). Everything was spiraling out of control.
I decided to take the advice I had given to many people over the years — focus on the things you can control. There's no point worrying about all the things you have no control over. If you focus there, you'll just continue spiraling into a deeper, darker hole. Let it go. Once you shift your perspective, you can move forward. It's not going to be easy; the challenges still exist. But you can control certain things, so focus your energy and attention on those.
So that's what I did. I chose, for the safety of staff and customers, to close the retail portion completely — it wasn't worth the take-out and delivery volume to staff the store, open ourselves up to more germs and human contact than absolutely necessary.
I went back to our mission and the reason I started the business in the first place — to spread joy. How could we continue to bring happiness to people during this uncertain time? That's our purpose. With millions of people across the globe stuck inside, working from home, quarantined with their families, how can we reach them since they can't come to us? So I thought back to how and why we got started.
Baking, for me, has always been a type of therapy. I could get lost in the mixing bowl and forget about everything else for a moment in time. Sure, I have a huge sweet tooth, but it's about the process. It's about taking all of these different ingredients and mixing them together to create something magically sweet and special. It's about creating and being creative with the simple things. It's about allowing people to indulge in something that brings them joy — a lick from the spatula or a big batch of cookies.
It's about joy in the moment and sharing that joy with others. So my focus is back on that, and it feels good.
We could still ship nationwide, straight to people's doorstep. So we are making it easier and less expensive to send the ultimate comfort food (edible cookie dough) by introducing a reduced shipping rate, and deals on some of our best-selling packages.
In a way for us, it feels like we are going back in time… back to our roots. When I first started the business, we were only shipping nationwide. There were no stores, no big team, no wholesale. It was just me, a small crew juggling it all, and we made it work then. And we'll make it work again. We have to leverage our online business and hope it floats us through this time.
We are focusing our digital content strategy on sharing recipes, activities, and at-home treats with our engaged, amazing social following so they bake with their families and stay busy at-home. We started live baking tutorials where our fans can bake-along with me and I can share all the tips and tricks I've learned over the years with them.
I've leveraged the cookbook I published last year, Hello, Cookie Dough: 110 Doughlicious Confections to Eat, Bake & Share, to come up with fun content and additional things to do at home. We started shipping it and our at-home baking mixes for free to encourage people to get busy in their kitchens!
And as a business, we will continue to connect with our community to bring them joy and focus on what we can control, including our attitude and outlook first.
During times of uncertainty, which this certainly is, you should do the same. Identify the things you can control and focus your time and energy on those things. Distract yourself with the positive. Force yourself to stop asking and worrying about all the what-ifs. Do what you can for the moment and then the next moment. Make a list, and take it day-by-day.
It's going to be okay. You will be okay. We will all be okay.