We had the good fortune of connecting with Cynthia George and we’ve shared our conversation below.

Hi Cynthia, how has your background shaped the person you are today?
I grew up in Indiana with a cheerleading, dance, and gymnastic background and ran the Indiana University IUFIT program as part of my graduate assistantship. My mom was a teacher and my dad worked for the State Hospital in Fort Wayne, Indiana and I had the opportunity in the summers to work at the facility teaching adapted physical education with the clients. I got a lot of my “give back to community and everyone can move” mentality from both my dad and my mom. My siblings and I were always involved in sports growing up and my dad made sure we helped those less fortunate. I mention cheerleading as that has always been a part of my nature. In fact, I was voted “Most School Spirit” my senior year and is a title I take pride in. I find that being a cheerleader never leaves me and now I find myself cheering on my clients and my students and motivating them to persevere even when they do not think they can. Throughout my career, I have lived in various parts of the US and even in Guadalajara, Mexico, where I broke barriers as the first Woman Athletic & Physical Education Director for the American School Foundation. My journey in education, spanning from hospital settings to big box fitness facilities, and have taught elementary through university levels, allowing me to advocate for health, wellness, and inclusivity in physical activity. I have learned adaptation and creative modification sometimes is all it takes for people to feel success. I celebrate the little wins as well as the milestone markers.
When I started my business, I was all about group fitness however started to recognize that the forgotten group were those who did not fit that mold. Seems like everyone wants to work with the hard core, the elite and athletes and the average person gets lost in dust. These folks were hurting and did not feel like moving, which is exactly what they needed. Many felt “too old….to hurt….to heavy….to uncoordinated, etc…” and felt like they were in fishbowl with everyone watching and not feel welcomed while working out. So many group setting facilities do not adapt to the needs of this population. Even my friends over 50, I noticed were starting to “slow down” and becoming more sedentary. My motto is: “movement is medicine” and “do not let age or condition dictate what you can or cannot do.”
The pandemic really shifted my business model. I moved away from group Pilates and yoga classes and I stepped back into my Adapted Phys. Education teacher mode, studying with The Neuro Studio® learning brain based techniques that work with this forgotten population and went on to become a level 3 NS therapist and one of 25 International Instructors (one of 3 in the United States) of the McLoughlin Scar Tissue Release® Technique ( a non-invasive method for realigning scar tissue and allowing the body to regain reflexive stability and relieving chronic pain, increasing range of motion and strength.) In 2022-23, I developed a one-day course for MSTR® for NeuroMovement Therapists. This came about after a MSTR® treatment I did on my mentor Meghann Koppele Duffy Co-Founder of the Neuro Studio®. She was blown away by the results and after many discussions, I came up with a course specifically for therapists working specifically with clients living with neurological disorders and scars. Scar tissue affects daily movement and those with Neuro disorders even more so as the scar tissue is competing with the complications of the Neurological condition currently affecting their brain. So, look for 2 courses coming out this summer on both coasts.
In my spare time, I still see private clients in my studio and online however most of my business has shifted to teaching therapists and movement professionals in MSTR®, Scar Release for Neuro movement Instructors, with even more classes on the horizon.
I am a lifelong learner and add so many wonderful techniques in my therapist toolbox: corrective exercise, advanced yoga training, advanced Assisted Active Isolated Stretching®, Neurokinetic Therapy® and more that allow me to educate my clients and students on how and why their bodies move and compensate and then teach them how to move with more efficiency, fluidity, and more importantly without pain. My goal is to teach my students what I do that has been so successful, so they can experience the same success with their clients.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
I started my business 7 years ago moving to a city that I only knew my brother’s family. I had worked all over the US and Mexico and my clients all told me to start my own business. I had an incredible client base in St Louis and in North Carolina but decided to uproot and move to Gilbert AZ with nothing but a dream and as an entrepreneur at the tender age of 57. I never doubted I could be successful and the help of my family giving me room and board in St Louis and in Gilbert AZ – I was able to open Cynshine®.

I dove in head first into the water and joined the Gilbert Chamber and a few other networking groups just to get my name out there and slowly but surely people came and they referred their friends and family. And then ….the pandemic sent everything into a shutdown and I had to re-look at my business model if I were to remain afloat. I was not able to offer yoga so that was pushed to the back burner and my Pilates reformer group classes worked as I separated the machines. I was able to see my clients privately and took on the McLoughlin Scar Tissue Release® technique which I now do at least 80% of the time.

So, suffice to say my business has morphed from being a group fitness Pilates and yoga studio to private Pilates and scar release during the pandemic to now teaching therapists the MSTR® technique and Scar Release for Movement Therapists, and working with my neuro clients privately and online. This paradigm shift was not easy and looking back I did have a few OMG moments with tears. I had this beautiful space but was only taking up maybe a 1/3 of it and decided to invite another Pilates Studio to rent the front half. I was super nervous and new I had to let go of my ego and allow another business owner to excel. You see, I gave up my group classes and a little part of me was scared that I would not get enough clients to sustain my private business. Fast forward – I got over myself with long talks from my mentor Meghann Koppele Duffy and trusted the process. As she encouraged me to niche down it would work and it has!

Since I have opened, I have won several business awards in Excellence every year since 2018, voted Best of Gilbert every year since 2018 and voted Best of the Best East Valley since 2019 And Best of Loving Life after 50 since 2018. I have had the opportunity to speak on AZ family TV, podcasts, several speaking opportunities in the valley and have taught over 250 students from all over the US & internationally, the McLoughlin Scar Tissue Release® technique with more to come.

The main thing that sets me apart from others a part from my personality, is that I am the first person to support and shout out my colleagues in the same field. I have gotten to the point where I do not view them as competition. I try to come always with a spirit of abundance not scarcity – there are a lot of people in the world and they all need services we offer! I also refer out if someone else’s expertise is in the best interest of my client. I have acquired many certifications and learned many techniques that I have developed and mastered and will continue to do so. The only difference now is that I want to teach others techniques that have worked for me.

My brand name Cynshine® came from my childhood nickname: Cindy “Sunshine” and yes, I am genuinely always smiling can find the positive in most situations. Over the years that name has morphed into Cynshine. My brand connection is teaching therapists and instructors and my clients that movement is medicine and you can always find a modification. Surround yourself with people and mentors that you can aspire to, hire people better than you are, and get excited about your passion. Be happy for others in the same field there is plenty of business out there for everyone.

My biggest lesson or thought I would like others to take away is that you are never too old to start your dream. Life happens along the way and twists and turns and tears will happen. Learn more and enjoy the journey it is not a straight line to be clear. Be willing to Adapt and adjust and niche down when you find your sweet spot! And….if you need a cheerleader in your corner I’m always available!

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Arizona is an incredible state. I would start locally in Gilbert we have some great restaurants and places to sight see: First stop of course is checking out the Cynshine® and The Pilates & Co studio and all our neighbors in Gilbert Town Square. This area has Desert Monks brewery a movie theater and bowling alley with cute clothing and hair and nail and lash salons not to mention fabulous restaurants to suit any taste.
I would suggest Lost Dutchman State Park and view the superstition mountains and if you come late march at sunset, you will see the cougar shadow moving down the mountain.

After that more great eats in the Heritage district in Gilbert – my favorite spot is Postino’s for wine and boards with figs, olives and cheese – delish! If you feel like dancing we could hit Dierks Bentley’s Whiskey Row or even the White Rabbit a speakeasy in downtown Gilbert! Do not worry I can get the password to get us in!

A day trip to check out: Globe Az. A literal throwback in time. The copper mills and small-town atmosphere with antique stores are worth seeing for sure there is even an old soda fountain and train station.

Then you have to take at least a 2- 3 day visit to magical Sedona. This place is so energetically charged with vortexes at every turn. Great hiking at every level and Downtown Tlaquepaque is sure to delight with a Mexican Flare and the town is set up just like Tlaquepaque in Jalisco Mexico. I know because I used to live in Guadalajara! Nothing beats the sunsets backed up again the red rocks and after a rain the most beautiful sunsets come into view.

Wrapping up the visit on the way back definitely stop at Papago Park and view the city and the overlook the Phoenix zoo from a Hole in the rock. Easy access and worth the view.

Of course you can always head to Flagstaff and even the grand canyon if you time permits!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Oh, I love this question and all about the shout out! First and foremost, to Alastair McLoughlin the architect of the McLoughlin Scar Tissue Release® Technique. Without a doubt his mentorship and belief in me got my business through the pandemic and thriving and now I am honored to be on his International Teaching Team. He is “across the pond” in Germany and spent 2017 teaching me this technique and honing my skills via zoom. Her has supported my Neuro movement scar course and now we are even expanding into teaching this course in Espanol which I am very excited about!

Secondly but no less important is my NeuroStudio® Mentor Meghann Koppele Duffy. Separate from the NeuroStudio® courses which are magical with a fresh point of view, I enrolled in her mentorship. This woman has not only pushed me to look at my business with a critical lens to make some really hard business direction decisions and then offers support and guidance to literally propel me forward reaching more students. My business has grown significantly and continues to do so. She is hands down the best supporter of women entrepreneurs and I have learned to trust her and as she says “learn from her mistakes.”

I want to shout out to Dr. Perry Nickelston of Stop Chasing Pain. He came to my studio to teach a course a few years ago and allowed me to work on one of his scars. That was a fabulous experience and he was blown away to say the least. I introduced him to Alastair McLoughlin who he had on his podcast and Dr. Perry shouted me out on the podcast and I was truly humbled! So, thanks to Dr Perry for supporting the women small business owners!

Another mentor I must give a nod to is Dr Kathy Dooley. I took a course from her back in 2014 that was one of the hardest courses since university and many moons had passed since that time at IU. It was a muscle testing course in Neurokinetic Therapy and the class was filled with Chiropractors and Physical Therapists and I was just recertifying in my field so totally felt out of my element. I went to answer a question and was having difficulty, wanting to run out of the room and the rest of the class attempted to jump in to help me out and she told them to be quiet and never took her eyes off me. She said “she’s got this…” and after a moment I did and she then said: “And now you will never forget it.” I went on to be a teacher assistant for her and still am when it fits into my schedule at all three levels and have taken her Immaculate Dissection Courses too. So, in my moment of uncomfortableness she allowed me to process I am truly glad to have been pushed.

My new Business consultant Erik Kline from Turning Point Strategies has streamlined and automated my client and student management software saving me so much time and I now have a waiting list for my private clients. He is constantly pushing me to expand “when ready” for example my stand-alone online courses. My website manager – Megan Good from Geeked Out Media (aka the best website manager I could have asked for without breaking my budget) – and she takes the time to explain to me how to run my website – super grateful for this pair! It is hard to let go of aspects of your business when you have had your hands in everything. Letting go and finding these awesome people has freed up my time and allowed me to expand in ways I never thought I would.

Finally: My family has gone above and beyond in supporting me on my journey of opening my business. My brother’s family and neighbors in Gilbert AZ helped lay the studio flooring and painted the walls, put together the Pilates machines and Chuck’s moving business Starfleet Moving did all the super heavy lifting of mirrors and Pilates boxes. I am so grateful for my daughter Amanda who has been my #1 cheerleader always supported my endeavor and helped designed my initial website. Her marketing background keeps me abreast of new ideas. My other cheerleaders include my siblings Chris and Curt and Chuck Luebbert and my sisters- in- laws, son- in- law and nieces and nephews. It takes a village and their support during the: “oh my gosh, what am I doing phase” and surviving pandemic shut down well it goes without saying!

OK One more if I may: I really have the best branding photographer who has taught me the importance of putting my business and brand in the most professional light. Thank you so much to Christine Lowell Photography!

Website: www.cynshine.net

Instagram: https://www.instagram.com/cyndigeorge_cynshine/

Linkedin: https://www.linkedin.com/in/cyndigeorge/

Facebook: https://www.facebook.com/MiCynshine/

Youtube: https://www.youtube.com/channel/UCjOu2Y9LUDywXeLiKTt8QXw

Other: TIKTOK: @cynthiageorge33

Image Credits
Christine Lowell Photography

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