Report: Analysis of Michelle Bridges' Entrepreneurial Characteristics

This report provides an in-depth analysis of Michelle Bridges, focusing on her entrepreneurial characteristics, business strategies, and competitive advantages within the fitness industry. It examines her background, including her early career and the establishment of her 12-week body transformation business, which generated significant revenue. The report delves into her key traits such as perseverance, determination, and passion, linking them to various entrepreneurship theories like innovation, achievement, and social change theories. It also highlights her competitive advantages, including partnerships with major brands and her role as a fitness guru. The report concludes with recommendations based on the analysis of her business ventures and entrepreneurial approach. The report also covers entrepreneurial theories like innovation, achievement, social change, and feminist theories and how Bridges has applied them in her journey. The report also delves into her competitive advantages, including partnerships with major brands and her role as a fitness guru.

ENTREPRENEURSHIP

Executive Summary
This report analyses her lifestyle and her way of working of “Karen Walker” on the basis of
entrepreneurship and its related theories (Light, Bhachu, and Karageorgis, 2017). Each theory
introduces a perfect business leader as an stationary circulation flow of events by coming up
with the characteristics of innovation and creativity at different level and also inclusive of
few characteristics and features of an entrepreneur such as creativity, passionate, motivation,
certain improvements, and building certain reputation (Light, Bhachu, and Karageorgis,
2017).

Contents
Introduction...........................................................................................................................................2
Background of entrepreneur..................................................................................................................2
Characteristics and its relation with the entrepreneurship theory...........................................................3
Competitive Advantage.........................................................................................................................7
Recommendation...................................................................................................................................8
Conclusion.............................................................................................................................................8
References...........................................................................................................................................10

Introduction
This report comes up with the new reviving discussion on revolutionary era of severe
competition among the entrepreneurs. The main aim business venture is to lead in terms of
expansion and innovation where global organisation is at the edge of competitiveness
inclusive of licensing dealings. This report elaborates the successful characteristics as well as
lagging features resulting to the development of Michelle Bridges (Light, Bhachu, and
Karageorgis, 2017). Michelle Bridges established in 2010, which is well known for the deals
in 12-week body transformation generating a revenue of 60 million dollars. Michelle Bridges
owns a multimillion-dollar empire related to core values of health, perseverance, and fitness
(Light, Bhachu, and Karageorgis, 2017).
Background of entrepreneur
Michelle Bridges was born in 20 October 1970 at Newcastle, Australia. Her parents splinted
very early when she was just five years old. When she turned 18, she and her grandparents
moved in Barraba. This business leader started her career after getting television spot which
she secured by hounding down the channel nine presenter. After this huge career kick,
Bridges has finally launched 12-week transformational body by converting it into business.
As per BRW, it is seen that her brand turned around 60 million dollars in 2014. Michelle
Bridge is a passionate personal trainer, loving, and an life changer with genuine passion and
zeal to help the other people on the basis of common grounds near to clients and the potential
employers. She always execute positive attitude, maintenance of professionalism and friendly
(Whalen et al., 2016). Michelle knows very well that until she cannot motivate others.
Personal trainers do not only motivate their clients but also motivate themselves. This acts an
opportunity. Continuous striving in order to better the self. The entrepreneur says that it is
important to learn, enhance, and improve. Whether it is related to knowledge, education¸ and

workouts in order to freshen the skills and the potential acquire new ones to enhance several
income opportunities. Public considers those renowned people who has their market
reputation. Michelle Bridges says that this fitness industry has full opportunities, which can
be grabbed through industry professionals at the time of events, conferences, showing
professionalism, linkedIn, and the twitter, which is an great way to build their own reputation.
Entrepreneurship is considered as most prominent part of the current market. It has brought
revolution in the imagination as well as in thinking of the generation, which has given birth,
to the entrepreneurs like Michelle Bridges who is a well-renowned fitness trainer and
television personality (Kuratko, 2016). Her courageous and passionate attitude towards
creating an awareness of fitness among the citizens of Australia will serve the global
economy for years. She analyzed the health-related problems of society and developed
innovative strategies to deal with the issue. In 2012, she opened BIG W outlet and through
which she introduced products related fitness, footwear, and clothing (12WBT, 2019).
Currently she is also running a 12 WBT online and offline body transformations challenge. In
the transformational challenge, each week members will be provided diet plan along with the
gym sessions, customers will receive workout plans form the celebrity trainers and trackers to
evaluate their daily performance.
Characteristics and its relation with the entrepreneurship theory
Michelle Bridges possess varied skills that is appropriately signify a good entrepreneur.
Characteristics is perseverance, which is shown when she wished to add a fitness segment to
Morning with Kerri-Anne show (Whalen et al., 2016). She ran around the gym just to
complete the dreams. Michelle filmed five, which they will love, she ensures. The second
important characteristics is determination and courage (Whalen et al., 2016). This feature is
shown by the situation where she faced sexual attack at the age of 18 in 1988. She called up
the attackers in terms of thinking and court (Whalen et al., 2016). She talked about this sexual

assault in her interview. With great courage, she shows determination by facing attackers
where she left an emotional impact shown up for court date in order to confront the attackers.
One of the major feature is the passion towards her work with a statement “whatever one
wants to achieve has to necessarily real.” She strongly believe where first and foremost is to
live the dream in yourself and in which it truly believe in. When she was asked regarding her
business goals in the interview, she said that she is one of the prominent entrepreneur
highlighting several projects she has worked on since she was a teenager (Stuetzer,
Audretsch, Obschonka, Gosling, Rentfrow, and Potter, 2018). She had consistently and
passionately focusing on one area that helped the Australians to live the healthier lives. She
says that she believes in show the “biggest show” where she is actually concerned with
helping people for not losing their weights and seek for healthier and better life so that they
would feel good about themselves. She is quite passionate for her businesses and the
corporate opportunities (Stuetzer, Audretsch, Obschonka, Gosling, Rentfrow, and Potter,
2018). The important skill, which the bridge possesses as she also, make opportunities for
self. She has found her own passion for sport and fitness. She faces several challenges during
this road of success where she copped a huge number of heat as she exercised even when she
was pregnant. As an entrepreneur, firstly it is quite important to take risks (Davidsson, 2015).
On the part of the risks, she accepted sponsors as she also presents “red bull” and said that
this drink is healthier to drink where destroying the brand. She made herself, as
businessperson dealing in fitness as red bull is not exactly is a healthy drink (Schmalz, Sraer,
and Thesmar, 2017).
However, the success of any entrepreneurial business is not merely depended upon luck or
money; it requires knowledge and expertise in the industry, which can be acquired through
the learning and study of different theories of entrepreneurship (Simpeh, 2011).

Entrepreneurship Theory: They are the framework, which depicts the organized and
systematic learning of entrepreneurship (Schmalz, Sraer, and Thesmar, 2017). It guides the
entrepreneurs to supply the goods and services in the market, which contribute to the
development of society (Schmalz, Sraer, and Thesmar, 2017). They are many entrepreneurial
theories, which help the entrepreneurs in focusing their efforts, which is discussed below-
1. Innovation Theory: Joseph A. Schumpeter has discovered this theory, which is based
on the assumption that the entrepreneurs have taken birth to bring revolution in the industry.
He/ she is ready to take up the challenge and desire to learn to new and exposes new methods
of delivering satisfaction to the customers (Wendy et al., 2015).
2. Achievement Theory: This theory has described the need for achievement and
success in the business operation. Mc Clelland, who was the founder of this theory,
explained that achievement is a plays a critical part in the entrepreneurship development and
the desire to accomplish the greater heights (Davidsson, 2015).
3. Theory of recover the withdrawal of status: This theory proposes that if any company
or organization loses its market reputation, due to some troubles or issues try to regain the
market once-again (Huda et al., 2019). Evert Hagen had discovered this theory where he
described the suffering of some companies in the context of entrepreneurship (Huda et al.,
2019).
4. Behaviour Theory: This theory is based on the assumption that development
innovation and new ventures are highly depended upon the behaviour of individuals, which
can influence the major factors of demand and supply (Huda et al., 2019).
5. Social Change theory: This theory is related to the development of society. The
developer of this theory, Max Weber had stated that the growth and expansion of
entrepreneurs are majorly dependent on the moral values of the community (Huda et al.,

2019). Culture of any community laid emphasis on the economy of the country, which has
led to the emergence of innovative business ventures, and capitalization and economic
development (Meyer, Neck, and Meeks, 2017).
6. Feminist theory: This entrepreneurship theory is based on social feminism where the
women in the society are empowered to take up the business opportunities to grow and
become self-resilience. This theory has been developed to bring social change and empower
the women of the community, which has brought advancement in the thinking of the
individual and promotes equality in the very part of society (Susan & Banu, 2016, pp.).
7. Economic theory: This theory is proposed to motivate the physiological needs of an
individual for the wealth generation. It guides the entrepreneurs to attain untapped reassures
and maximize their satisfaction. (Wendy et al., 2015)
During the entrepreneurial journey, Michelle Bridges had been practicing various
entrepreneurship theories (Whalen et al., 2016). While focusing on the need of the society,
Michelle innovates various fitness plans for the people of Australia It drove her to achieve
more and she launched BW as a retail outlet so that citizens of Australia can access to fitness-
related products (12WBT, 2019). Moreover, her initiative to tackle the health-related issues
has brought social change in the society as people are now realizing the importance of their
own wellbeing. Through her decisions, she has empowered women of the society and
encouraged them to become independent (Meyer, Neck, and Meeks, 2017).
Competitive Advantage
With passion, she extended her work as a partnership with supermarket “Woolworths” for
which she has created a huge variety as “ready to cook meal” designed for the fit freak
customers to grab the shelf without following typical diet plans (Meyer, Neck, and Meeks,
2017). She was well known as one of the prominent guru who has attained national exposure

as an famous trainer on the ten`s biggest loser and finally cementing her personality as an
entrepreneur for the success of 12 Week Body transformational business (Lipset, 2018).
During 2015, she was among the 30 richest women who has an estimation of 53 million
dollars. She turned as master trainer where she broken two Guinness world records as she is a
trainer on the biggest loser and also ambassador for the way of nature. She has sold her sixth
edition, which she sold 250000 books (Lipset, 2018). Apart from this, she has also activates
and expands “Brand Bridges” with a brand of inner wear. She was also the brand ambassador
of Adidas and Nike. The woman was also awarded as NSW excellence as women leadership
last year. She is among the self-made women at the age of 29 for 53 million dollars (Meyer,
Neck, and Meeks, 2017). Although, she has the key to her own successful path because she
has huge variety of relative business interests where they have personal interest in developing
Australians healthier (Lipset, 2018). Chasing dreams is only the way through which one can
pitch fitness segment for their show. Viewers hooked and signed to teach fitness to the
Australians and she was well known as Australian fitness leader of Year. She produce DVDs,
magazine columns, and the writes newspaper. She is one of the trainer as “Biggest Loser”
with an Natural way of brand ambassador branding triumph sports bras and the Australians
institute of Fitness. Fashion lover enjoys the joy of dressing and donning pair of designer
heels with proud (Lipset, 2018). Bridges nature has converted warm and open as a friend
where it can be success while becoming clear, which is a combination of attention to deal
with it, knowledge, empathy, and passion. Most importantly, Bridges engages to inspire and
motivate people into a fit, healthier and a happy nature. Among all the relative theories of
entrepreneurship, it is seen that Bridger`s personality is the combination of innovation theory
and achievement theory (Lipset, 2018).

Recommendation
Her spirit of exertion and physical exercise even during pregnancy, she is an true epitome of
collaborating with the brand ambassador with Adidas and Nike (Nambisan, 2017). However,
there is a need to connect with the people and collaborate her work and enthusiasm
throughout the world. She has not spread her spirit in the Asian market; she should make a
brand name of her gym and establish it is in each part of the world (Nambisan, 2017). Social
media can be useful in promote its brand of gym and fitness centre. Her books even after the
TV appearance, she is an author of many books such as Crunch Time (Losing weight faster
and keeping it off), crunch time cookbook (100 knockout recipes for fast weight loss), The
No Excuses Cookbook, five Minutes a Day, Your Best Body, Get Real, and Losing The Last
5 Kilos (Nambisan, 2017).
Conclusion
From the above discussion, it can be seen that Micelle Bridger started with an free gym
trainer and even she was assaulted at the age of 18 years. Exercising during pregnancy, and
bringing herself even after severe sexual assault reflects huge struggle phase. She says that
there is no shortcut to success as she took a near to 20 years with the collaboration of several
approaches of entrepreneurship such as innovation theory, behavioural theory, social theory,
economic theory, and achievement theory. Bridger signifies prominent fitness trainer who is
the mother of Axel collaborating with fellow biggest loser trainer. In 2012, Bridges launches
fitness and other leisure range that has been sold at Big W stores across the Australia. Her
place of business includes certain hardware such as fitness goods, footwear, and the apparel.
During 2013, she launched the apparels on Big W at September 2013 where she has
established a license agreement so that it could sell kitchenware in the retail chain. Bridges
expand her roof of apparels in order to include children`s clothes as per the fitness for the age
group of 8 to 16. During 2010, Ubisoft brought Bridges Canada in order to help the weight

loss segments of the product “Your Shape” through which Fitness have evolved. The
organisation have been using the motion to capture in order to create avatar of this business
executive appearing into the game that can use the Kinect Technology.

References
12WBT, 2019. Transform your fitness. [Online] Available at: https://www.12wbt.com/fitness
[Accessed 18 August 2019].
Kuratko, F., 2016. Entrepreneurship: Theory, process, and practice. 1st ed. Boston : Cenage
Learning.
Simpeh, , 2011. Entrepreneurship theories and Empirical research: A Summary Review of the
Literature. European Journal of Business and Management, 3(6), pp.2222-1905.
Susan, C.M. & Banu, O.-P., 2016, pp. Feminist perspectives on social entrepreneurship:
critique and new directions. International Journal of Gender and Entrepreneurship, 8(3),
pp.221-41.
Wendy, P., Lee, , James, & Ghobadian, A., 2015. Social innovation and social
entrepreneurship: A systematic review. Group and Organization mangement, 40(3),
pp.428-61.
Light, I., Bhachu, P. and Karageorgis, S., 2017. Migration networks and immigrant
entrepreneurship. In Immigration and entrepreneurship (pp. 25-50). Routledge.
Nambisan, S., 2017. Digital entrepreneurship: Toward a digital technology perspective of
entrepreneurship. Entrepreneurship Theory and Practice, 41(6), pp.1029-1055.
Lipset, S.M., 2018. Values, education, and entrepreneurship. In Promise Of Development (pp.
39-75). Routledge.
Meyer, G.D., Neck, H.M. and Meeks, M.D., 2017. The entrepreneurship‐strategic
management interface. Strategic entrepreneurship: Creating a new mindset, pp.17-44.

Huda, M., Qodriah, S.L., Rismayadi, B., Hananto, A., Kardiyati, E.N., Ruskam, A. and Nasir,
B.M., 2019. Towards Cooperative with Competitive Alliance: Insights into Performance
Value in Social Entrepreneurship. In Creating Business Value and Competitive Advantage
with Social Entrepreneurship (pp. 294-317). IGI Global.
Schmalz, M.C., Sraer, D.A. and Thesmar, D., 2017. Housing collateral and
entrepreneurship. The Journal of Finance, 72(1), pp.99-132.
Stuetzer, M., Audretsch, D.B., Obschonka, M., Gosling, S.D., Rentfrow, P.J. and Potter, J.,
2018. Entrepreneurship culture, knowledge spillovers and the growth of regions. Regional
Studies, 52(5), pp.608-618.
Davidsson, P., 2015. Entrepreneurial opportunities and the entrepreneurship nexus: A re-
conceptualization. Journal of Business Venturing, 30(5), pp.674-695.
Whalen, P., Uslay, C., Pascal, V.J., Omura, G., McAuley, A., Kasouf, C.J., Jones, R.,
Hultman, C.M., Hills, G.E., Hansen, D.J. and Gilmore, A., 2016. Anatomy of competitive
advantage: towards a contingency theory of entrepreneurial marketing. Journal of Strategic
Marketing, 24(1), pp.5-19.
de Guimarães, J.C.F., Severo, E.A. and de Vasconcelos, C.R.M., 2018. The influence of
entrepreneurial, market, knowledge management orientations on cleaner production and the
sustainable competitive advantage. Journal of cleaner production, 174, pp.1653-1663.

Appendix
Interview Questions
1. What motivated and encouraged you to be a sport person and business executive?
2. How could you manage your kids with you passion especially during pregnancy?
3. What are the obstacles faced by the women entrepreneur?
4. What type of advice, u would like to give to the young entrepreneurs?
5. What motivates you to write books to being so real?
6.