The current landscape of the fitness and health industry is saturated with advertisements promising quick results, influencers endorsing products with dangerous side effects, and impressionable young girls eagerly emulating said influencers. We’re changing the narrative in the fitness and health industry and reshaping how humanity views girls’ and women’s bodies by dismantling the narrow view of what constitutes a ‘knockout’.
In late 2013, Demi Dee served as a primary caregiver for her terminally ill family member. Her own health declined while serving in this role, as she often put herself last and constantly wondered whether she was doing enough. The experience taught her to prioritize her own needs and health above other commitments as this was the best and most sustainable way to serve her family and community. Demi scoured the Internet for fitness and nutrition information and was left overwhelmed by the confusing and often contradictory “facts”.
In May 2015, Demi founded The Knockout Room® in Copenhagen, Denmark, while completing her Master of Business Administration. She then became a certified fitness trainer and health coach to ensure she was armed with accurate information. Demi was her own first client, losing 30 pounds by applying what she’d learned in training. Initially, Demi offered at-home fitness training for women. She realized that many women struggled to start a fitness regime or if they started at all, they would stop shortly thereafter. Demi acknowledged the ongoing pressure that young girls and women alike face to look and behave a certain way. She also recognized the enduring narrative in the media depicting exercise as a chore, a burden, and a punishment. It was clear that a well-crafted fitness and nutrition plan wouldn’t yield results without addressing the mental hurdles first.
Demi took her business online and focused her attention on tween girls who are most vulnerable to external pressures as they face physical and hormonal changes and begin forming opinions about food, exercise, and themselves. Demi also addressed the media’s negative depiction of health and exercise by combining health coaching with her love of entertainment. The result was her signature program The Knockout Protocol: Raising Your Superhero Tween to Love Herself and Her Body. In both business and health, the day you plant the seed is not the day that you eat the fruit. The Knockout Protocol enables moms of preteen girls to “plant the seeds” of healthy boundaries and attitudes about self-worth, body image, food, and exercise.