Lori Abichandani is the founder and brand strategist for A Big Idea: a badass creative and branding marketing agency that is building some of the coolest brands today. The story of how she got to where she is today is so relatable and you’ll be sure to find it motivating – especially if you’re working in a job right now and not sure what comes next. 

Question Highlights:

  • Can you tell us about your career experience, background, and how you got to where you are today?
  • What got you to quit your job and find what you were meant to do?
  • How do you approach working with clients?
  • What are you doing to find your ideal clients?
  • What books do you recommend?

“Your brand is a blueprint for your business.

-Lori Abichandani


  • Taking the leap and finding out what you’re meant to do
  • Using every opportunity as a stepping stone
  • The misconceptions of branding
  • Exposing yourself to new people and ideas
  • The importance of self-awareness


Helaine Knapp

Founder & CEO of CityRow Go. After spending years climbing the corporate ladder, Helaine Knapp left the world of publishing for tech start-up life. Group fitness was her outlet while working hard and taking on the hustle and bustle of New York City. However, months of spin and boot camp classes left her with a lower back injury, and she began searching for a workout that was low impact, but super effective. After a friend suggested rowing, Helaine initially rejected it as something “my dad did in college,” but following a few workouts on a sexy machine, and pairing it with total body sculpting moves, her mind was changed and the concept for CITYROW was born. With a mission of delivering a smart, fun, effective workout to all fitness levels, under Knapp’s leadership, CityRow has grown from one studio in New York City to a national, omnichannel fitness brand with 12 open studios and 65 franchises sold nationwide along with a top-ranked, on-demand, global program featuring at-home rowers and a fast-growing digital subscription business. Knapp has yet to row on the water and has been featured as a business leader and a wellness expert on TODAY, Women’s Health, ABC, Harper’s Bazaar, Shape, Well + Good, Vogue, Yahoo! Finance, and PEOPLE, among many others.


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