What does a woman do once she’s mastered the art of launching new and innovative products in to the natural market space and beyond? In the case of this month’s Fierce Woman, Kim Fernandez, she starts a meaningful non-profit!
As a 28 year veteran of the consumer packaged goods industry, Kim Fernandez began her career in Southern California as an assistant buyer for Mrs. Gooch’s Ranch Markets, a pioneer in the natural retail store channel that was eventually bought out by Whole Foods. In 1991 she became the national director of natural foods for Alta Dena Dairy, a manufacturer and distributor of full line dairy products. From 1997 to 2010 she has lead various companies as VP of Sales, managing sales teams and brokers, responsible for the revenue growth and branding. After much success in the business realm and a tragic, but ultimately triumphant, turn in her brother’s health, Kim decided to bring her wealth of business knowledge to her role as co-founder and managing director of Third Eye Insight, a non-profit created to help build physical strength and endurance, instill self-confidence, promote independence, self-esteem and empower blind and visually impaired individuals with the tools they can use to be successful at setting goals and in managing life’s challenges.
Sensei Devin Fernandez, Kim’s brother and the inspiration and Founder of Third Eye Insight, has 10 years martial arts experience and has achieved a Shodan Degree Black Belt in Ninpo Ninjutsu, and a Black Belt in Kokusai Jujutsu Renmei. Having been diagnosed with Retinitis Pigmentosa over 8 years ago, Sensei Devin understands the challenges presented by loss of sight. He is looking forward to helping others step out of their comfort zone and expand their life experiences to meet these challenges.
As a family run company Maxim Hygiene understands the strength and support a family can provide each other and the value of using that strength to help and service others. As a woman oriented and value based company, the Maxim Hygiene team has the great pleasure, privilege and opportunity to cross paths with many fierce women like Kim. After hearing Kim’s impressive history, commitment and passion that led to the creation of Third Eye Insight, it was plain to see the beauty of all that unfolded in her journey through life to get to where she is today and why we were inspired to feature her as this month’s Fierce Women. Here’s a little more insight in Kim’s own words from a few questions we posed to her and wanted to share with YOU.
Maxim Hygiene defines a Fierce Woman as “a glorious female creature whose idea of beauty is hinged upon the idea that she can change the world with each choice, each moment and each breath of her life.” Who in your life would you describe as a fierce woman and why?
I think of Mary Morrissey as a fierce woman. She is an inspirational speaker, executive coach, and corporate consultant, who has 30 years experience of empowering individuals in achieving new heights of spiritual aliveness, wealth, and authentic success. I receive her daily dream builder emails offering insight and inspiration on how to live an authentic life true to spiritual princicple while building personal wealth and success.
What has been your biggest triumph with Third Eye Insight and also for you personally as a fierce woman?
Starting a non profit with no experience in the non profit arena has been both challenging and rewarding. My biggest triumph has been being able to get others excited about what we do and as such being able to build a strong board of directors consisting of community members and dedicated students.
What is the most difficult part about launching a non-profit?
The most difficult part of launching a non-profit is getting grant monies, most foundations that provide grant support are gun shy about supporting a new organization. It’s similar to the challenge a college student has in trying to get their first professional job with no experience.
Has the recession gotten in the way of raising funds and receiving donations?
Raising money during this recession has indeed proven to be a challenge. However, due to our unique mission to serve the visually impaired and blind community in a way that has not been offered before, we have been able to gain donations to help keep the program going. Our long term goal is to open fitness centers adapted to meet the needs of the blind and visually impaired community. If you think about it, you and I can join any health club we want to and commit ourselves to a fitness program for health and weight loss, unfortunatly blind and visually impaired individuals in the United States do not have the same opportunity. Third Eye Insight intends to open fitness centers through out the US to meet this need.
The consumer goods industry and the non-profit space are two very different entities. How were you able to utilize your business mindset to develop Third Eye Insight? What business skills are working for you and which are not in the non-profit realm?
While the consumer goods industry and the non profit world are indeed two very different entities, both contain businesses focused on a mission. To achieve your goals one must have a road map, a business plan and a budget, guiding the organization in the fulfillment of it’s mission. Having extensive business experience building business plans and budgets in the for profit world helped me to do the same for Third Eye. However, not having previous experience in the non profit world actually allowed me to enter into each situation with what the Buddhist call “Beginner’s Mind”. It refers to having an attitude of openness, eagerness and a lack of preconceptions which can sometimes lead to limited thinking. In other words we knew we didn’t know all we needed to know to succeed, we trusted that what we needed to know we would know at the right time if we were only willing to continue to do the work.
The program currently offers Martial Arts/Self Defense, Yoga and Meditation. Which class is most popular amongst the students and are there any plans to offer any other types of classes?
In addition to the martial arts/self defense, yoga and meditation classes we feature different workshops every other month; this November we offered an archery workshop, in September we offered a Tai Chi workshop, in July we had a Power of Visualization workshop. Our largest attendance is for the martial arts/self defense class. When we are in our own dedicated space we plan on offering fitness/weight training classes, spinning, indoor rock climbing, a jogging track where individuals can run and jog with or without their guide dogs, dance classes and swimming. We are limited in what we can offer today since we only have access to our current work out space for four hours on Saturdays. So in order to further challenge and engage our participants, we have incorporated quarterly fitness field trips including kayaking, horseback riding, surfing and skiing. Providing these sports/fitness activities to individuals who are often experiencing the activity for the first time, can be a life-changing moment, for many.
If there’s one feeling you want your students to leave with at the end of each class or experience with Third Eye Insight, what would that be?
Beyond the unarguable physiological benefits of fitness for the blind, our students also enjoy an increased sense of independence, community and empowerment as they [literally] step out into the world, taking part in activities that sighted individuals regularly enjoy without a second thought. Creating an organization that offers our students the opportunity to develop independence and empower them to know they can do anything they set their minds to, is the greatest feeling we can hope to impart.
What are the main goals for Third Eye Insight in the upcoming new year?
At this stage of our organization’s growth, we’re looking for financial support to help us fully realize our mission of providing a dedicated space for a Third Eye Insight fitness center adapted for the blind and visually impaired. Anyone interesteded in learning more about how to support Third Eye in this goal can contact us at info@thirdeyeinsight.org
Thank you Kim for all the fierce work you do to keep our community alive and empowered! You are an inspiration and a true fierce woman!
