After more than 20 years in contemporary dance, Sandy Williams embarked on a new entrepreneurial adventure. Through learning, research, and administrative steps, he built his project until he found the solutions to make it a reality.
Can you introduce yourself and share your journey?
My name is Sandy Williams, I am from Canada, and I moved to Brussels in 2001 to study dance at the P.A.R.T.S. school.
I was a contemporary dancer for many years with the Rosas company, directed by choreographer Anne Teresa De Keersmaeker. At the same time, I was developing my own choreographic projects.
At a certain point, around the age of 47, I felt that dance no longer made as much sense to me. I wanted to build something different.
That is how the idea of opening a fitness center was born: a place where people could come to work on their fitness and health. I opened Phys’Ed in Anderlecht in September 2025, within The Faculty, in the former veterinary school.
What challenges are associated with starting a small business?
Starting a business means taking on challenges at every stage. It requires a lot of research and learning, especially from a financial perspective: finding financing, investing, managing accounting, repaying loans, generating sufficient revenue, attracting customers, and retaining them.
But beyond these aspects, the biggest challenge is building something from scratch: a brand, a relationship of trust, and a quality experience. It is a daily effort to create a real culture and community around the project.
What do you offer at Phys’Ed?
We mainly offer group classes focused on functional fitness.
The goal is to help people move better, develop their strength and endurance, and feel more comfortable in their everyday lives. This can be as simple as playing with their children, feeling confident while hiking, or taking on personal challenges.
In addition, we also offer an outdoor running club and will soon be introducing yoga classes.
What was your financial journey like?
I was fortunate to be able to launch this project with relatively limited investments. The equipment required is quite simple and remains affordable.
I obtained a bank loan, supplemented by financing from brusoc by finance&invest.brussels.
Today, I manage the entire business: I teach the classes, handle social media, administration, and accounting, with the support of my accountant.
I was also fortunate to be supported by Toestand, an organization that assists artists and creative entrepreneurs, which provided me with a lease at low rent in the beginning.
What was your experience with brusoc like?
I discovered brusoc while doing online research, particularly through the hub.brussels website and the 1819 service.
I contacted several organizations by email, and that is how I started talking with them. The relationship was very positive from the start.
I had already received a few rejections, mainly because my project was small in scale and because it was my first experience as an entrepreneur. But with brusoc, I felt respected and supported at every stage.
The process was clear and well structured. I received a list of documents to prepare in advance, which allowed me to be ready for the meeting. I learned a great deal through our discussions, and even today, they regularly check in on me.
Any advice for other people who would like to get started?
J’avais rédigé un business plan d’une vingtaine de pages, avec un budget détaillé.
But what really helped me was discussing it with an accountant. It makes the project more concrete, helps identify certain hidden costs, and allows you to optimize some expenses.
It really helps you move forward and take action.
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