COLUMBIA — Freestyle Fitness & Nutrition owner Denise Coots was surprised to learn she was named the 2025 Osage County Women’s Businessperson of the Year by the Women’s Business Center in Columbia because it’s never been about the limelight.

“It wasn’t like I was trying to earn any kind of an award, by any means,” she said. “I just do my thing to help as many people as I can. That’s what it’s all about. Five and a half years later, it’s not like going to work for me. It’s fun. I enjoy it. It still does not feel like a job getting to help people. It’s so rewarding.”

Julie Baker nominated Coots. “As a board member for the Women’s Business Center representing Osage County, it was an honor to nominate Denise for this award,” said Baker. “She has built a successful business that helps and supports our community literally through the sweat of her brow.”

The Women Who Own It awards were held at Stephens College’s Kimball Ballroom on Nov. 6, and it was a highly emotional event. “The award ceremony was amazing,” said Coots. “I practiced my speech probably a dozen times beforehand, and I got up there and knew I could recite my five-minute speech.”

Coots didn’t go into it blind; she was notified of her award ahead of time, and there was quite a bit of preparation. “You had to have a speech prepared, you have to have a meeting, and they have to see your speech and go through it with you beforehand,” she said. “I got up there to speak in front of a room full of 240 people, and I just cried and cried. It was really emotional. It was an incredible honor. There were some really influential individuals in that room, and the other winners made great speeches. To be amongst them was an incredible honor. It was a great feeling. I was kind of walking on air for a little while, and I still am. I feel very honored, and I’ve made several connections with either previous winners or people on the business side of it, which has been awesome too.”

Coots opened her Loose Creek business in 2020, noting it was her dream come true. “I strive to help men, women, and children improve or maintain their nutrition and fitness,” said the registered dietitian and certified personal trainer. “I am dedicated and want nothing more than to see others succeed. I will stop at nothing to succeed myself, and I hope to inspire others to do the same.”

Coots wasn’t always a health enthusiast. She became interested in nutrition and fitness shortly after she was married in 2002. Her husband was in the Army at the time, stationed in Alaska, and they would occasionally go to the local chow hall for dinner.

On one of the first nights there, while she was grabbing pizza and fries for dinner, he was getting collard greens and chicken breast. “I was confused,” she said. “After all, we had the same preferences (i.e., junk food) before he joined the Army, so I asked him what had changed. I will never forget his answer, ‘I jump out of planes now for a living, and eating this way makes me feel better.’”

That’s when Coots began her journey. “I began reading every food label I could,” she said. “I spent hours in the grocery store and began to dabble in cooking. I started working out regularly, and it felt great! I went from a very young and unhealthy smoking woman to running miles and cooking healthier meals. Never in a million years did I fathom that I would end up being an expert within the world of nutrition and fitness at that time.”

In September 2019, Coots realized she needed a change. “Despite the fact that I had been working out regularly and eating healthy for years, I found myself in the grips of alcohol addiction,” she said. “It started slowly and simply grew over time. I had several instances that made me question if I had a problem.”

Her wake-up call came after waking up in the wee hours of the morning several times through the week and asking herself how she got to bed.

“I was so ashamed,” Coots added. “I decided it was time for a change. I stopped drinking alcohol in September of 2019 and have not touched it since. I found myself with an unspeakable drive and determination to help others in a new way soon thereafter. I knew it was time to pursue my passion for opening a gym. And that is just exactly what I did.”

After earning her degree from the University of Missouri, she became the lead clinical dietitian and then obtained a few advanced certifications (Certified Micronutrient Specialist and Certified Nutrition Support Clinician).

“I treasured my clinical job dearly,” said Coots. “I loved advanced practice, coordinating the dietitians’ roles, and most of all, caring for our patients. Throughout my 12 years working as a clinical dietitian, there was a slight nagging feeling that would come up from time to time, almost like a little voice saying things like, ‘You are supposed to change the world,’ and, ‘You should be helping people in another way,” and, “Hey, remember the gym, now is your time.’ Life was just never right for me to pursue it. That is, until life was right.”

It turns out that time was in the middle of the COVID-19 pandemic.

“I went from working my full-time clinical dietetics lead position with benefits and the whole nine yards to owning my own business,” she added. “It’s odd how those little conversations with people you are close to can have such a huge impact. Of all people, my hairdresser, who has cut my hair for many years, is the one who said to me in November of 2019, ‘You need to do it; you just need to open your gym. You have talked about it for so long. You should just do it. Women will follow you, they look up to you, and they listen to you.’ I honestly had not realized how much I had talked about it with her. But after that appointment, it was go-time.”

Coots became a certified personal trainer through the International Sports Sciences Association (ISSA). She then obtained a few more certifications from ISSA, including transformation specialist and certified group fitness instructor.

COVID-19 ramped up, and the community shut down, meaning her business was on hold. Coots began working remotely, which allowed her extra time to invest in her business plan.

“I gritted my teeth and was determined that by the time our community reopened, I would be ready to launch my small group fitness classes out of my garage again,” Coots said.

On May 4, 2020, she officially opened for classes. “The response from my small hometown was phenomenal,” Coots said. “My class sizes have grown exponentially.”

That allowed her to focus on the construction of a new gym, which began in fall 2020. Coots officially moved Freestyle Fitness & Nutrition from the garage to its own building in May 2021.

The gym continues to provide growth opportunities. Coots recently completed a 12-week program with five women, and during their final follow-up, all of them conveyed their appreciation. “It’s inspiring to hear their stories and see their progress and what they achieved over the last 12 weeks,” she said. “Every time I run a program like that, it’s just awesome. You just can’t get any better than this — but each time it does. One woman’s quote was so good. I asked if she identified differently now than she did 12 weeks ago. And she said, ‘I’m a 71-year-old woman; 12 weeks ago, I would have said I was an old woman. And now I’m not saying I’m an old woman.’ That is so awesome.”

Since launching the business, Coots has incorporated some different classes designed to increase presence. “There’s a lot of word-of-mouth out there, so people come and then they share it with their friends, and they say, ‘This is great,’ and it’s kind of like that with the At-Home Program as well,” said Coots. “People tell their friends about it, which is so awesome. Otherwise, we’ve been pretty structured from the get-go, and we’re kind of sticking with that.”

Longtime gym member Tasha Haslag also nominated Coots for the Osage County Women of Business Award. “Denise is not only a successful business owner — she is a registered dietitian, certified trainer, and a trusted leader in health and wellness in our community,” she said. “Through her coaching, she has empowered young athletes, supported adults on their fitness journeys, and created a space where people feel challenged, supported, and seen. Her classes are full of energy, encouragement, and honesty — the kind that pushes you forward without tearing you down. Even at 4:30 a.m., people show up because Denise makes them believe in their strength.”

A commitment to growth has led to a significant increase in membership. Coots noted she began with about 30 clients in the At-Home Program and 20 who regularly patronized the gym when it opened in her garage.

Now, Freestyle Fitness & Nutrition has 75 people utilizing the At-Home Program, and 50 coming to the gym. Some members use both options.

One new program is called “Ride and Rep,” a different take on traditional spin class with bikes, led by Kristen Peters. “We also just started adding evening classes for that, and they’re starting to take off,” said Coots. “We used to have them just in the morning, and now we just started having them on Tuesday nights. We’ve done it twice now, and we’re doing it again in December. The past Tuesday nights we’ve had, the class has been full, so it’s great. We are talking about expanding in 2026, talking about building bigger, and we’re looking forward to that possibility.”

“Denise has turned her vision into a thriving business and her profession into a source of community impact,” said Haslag. “She is a powerhouse of knowledge, compassion, and commitment — and she is deeply deserving of this recognition.”

Coots also began a community tradition five years ago, a Thanksgiving morning walk from Maguire Park to the Good Shepherd Food Pantry in Linn. Participants carry backpacks with food they donate to the pantry, and then return to the park. Along the way, Salon Dash co-owners Abby Shafer and Jenna Dudenhoeffer provided water in front of their business on Hwy. 50. This year’s walk drew about 60 people, the largest group since it began.

Coots’ dedication to that event is another reason Haslag nominated her. “Beyond her business, she gives generously of her time and expertise to local health efforts, church fundraisers, and community needs,” said Haslag. “Denise leads with heart, humility, and an unmatched passion for helping others live healthier, stronger lives.”

After the awards ceremony, Coots said, “This award isn’t just mine — it belongs to everyone who’s believed in me, sweated beside me, and shared this journey. Thank you from the bottom of my heart.”

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