Her passion for fitness and desire for business knowledge pushed Denisa Šustalová through obstacles such as suffering a burnout or the closure of her start-up during the pandemic but she insists she isn't self-made and credits advice from her mentors in the business world. Guy Wolff/Maison Modene

Her passion for fitness and desire for business knowledge pushed Denisa Šustalová through obstacles such as suffering a burnout or the closure of her start-up during the pandemic but she insists she isn't self-made and credits advice from her mentors in the business world. Guy Wolff/Maison Modene

Denisa Šustalová, now country manager of corporate fitness provider Hansefit, rejects the idea of being a self-made woman and credits her mentors, experiences in temporary jobs and her start-up involvement for instilling in her a relentless entrepreneurial spirit.

Coming from Frydek-Místek, a small village in the Czech Republic, Denisa did not aim for the heights of the business world from the get-go but was rather looking for personal fulfilment. While her definition of success has changed, her passion for fitness remains a driving force in her business aspirations. Since over a year, the Czech entrepreneur has led the Luxembourg operations of German fitness leader Hansefit, which provides access to sporting facilities.

A sponge for people’s knowledge

A word that kept cropping up during our first phone conversation was “hustling”. But when Denisa came for a face-to-face interview, she spoke not only about fighting for her place but also about her recognition of those who’ve helped her along the way. “I appreciate being around smart people. I feel like a sponge,” she tells me. Her colourful blazer and casual pants tie in well with the image of an entrepreneur in a less formal work environment.

I was completely disorganised and I didn’t know what I wanted
Denisa Šustalová

Denisa ŠustalováCountry ManagerHansefit

Having moved to Prague to study and live on her own, there is a sense about being opposite someone with a thirst for knowledge when talking to Denisa. It is no surprise that while she didn’t finish her studies, she kept educating herself by listening to business podcasts and reading about the path to success of accomplished entrepreneurs. She now credits mentors from the Luxembourg business world for having guided her.

Though she prefers not to reveal their names, her appreciation for the one-on-one sessions she had had with several local entrepreneurs is evident. “I was completely disorganised and I didn’t know what I wanted. And then it was an accident that I found him and he gave me his attention and decided to teach me how to become an entrepreneur and what I really wanted in life,” she tells me about one of them. The tailor-made sessions she had were focused on a different topic each time. Cash flow, budget and building a business were some of them. A recurring conclusion at the end of each session was that no matter what you do, you have to take care of your personal brand, she tells me.

I learned to appreciate every kind of job
Denisa Šustalová

Denisa ŠustalováCountry ManagerHansefit

While she made her way in Luxembourg without having anybody to rely on, Denisa rejects the idea that she’s a self-made entrepreneur. Yet she was only moonlighting as her mentors’ trainee. During the day, her time was devoted to working as a restaurant food delivery woman, taking care of kids and even house cleaning. “I learned to appreciate every kind of job. Some people go to restaurants and behave like [the staff’s job] is nothing. But this work is very hard and I learned to respect people and their effort,” she insists. The physical nature of her job also didn’t stop the Czech entrepreneur-in-the-making from following her other passion--going to the gym.

I was never satisfied with anything and I always tried to push. One day my body said ‘that’s enough’
Denisa Šustalová

Denisa ŠustalováCountry ManagerHansefit

Denisa’s determination is evident by her success in launching in 2018 a gym membership start-up. The business venture’s promising start was stifled by the pandemic and eventually it had to close. The four years of experience she gained from that were a stepping stone for her but she hasn’t stopped juggling multiple projects. She now collaborates with the University of Luxembourg in a project which connects doctors to patients with heart conditions.

However, Denisa changed her approach to pursuing success after suffering a burnout. “I stopped hearing, it was quite heavy [to take in]. I realised that it was because I was never satisfied with anything and I always tried to push on. One day my body said ‘that’s enough’,” she tells me. After reducing her pace for a moment and changing her outlook towards work, the hearing issues went away. “Before, when I had days when nothing happened, I couldn’t take it,” she elaborates in her typically energetic tone, but the gravity of her experience is plainly palpable. Following her burnout, Denisa learned how to take a step back and focus on other projects when she’s not yet making the progress she wants from her main occupation.

When success comes knocking on your door

It was not Denisa that pursued Hansefit in an attempt to offer her services as country manager for Luxembourg but the other way around. The company’s CFO Jan Tegtmeyer had exchanged multiple emails with the Czech entrepreneur, but it was only after he came to Luxembourg to meet her that she accepted his offer. Her previous experience with the fitness start-up which was swept away by covid had instilled cautiousness in Denisa’s mind. "We were looking for someone who is creative and open-minded. Denisa has proven that she can adapt to market circumstances. The fact that she is not from Luxembourg but had set up a business here shows that she is very persistent," Hansefit's CFO tells me.


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Denisa’s definition for success has changed over the years. While at first it meant surviving and gaining the experience needed to take the next step, she now has her eyes on being classified as an entrepreneur and eventually making a successful exit from the business world. But she is under no illusion that the hard part is over. “There is no elevator to success. I always say that there are stairs and they are never easy to climb.”