Who We Are
Frank Auenson
Founder & CEO, Stand Alone Fitness, LLC
Certified Master Life Coach | Conscious Behaviors Coach | Consulting Hypnotist | Author
Frank Auenson wears many hats—but they all lead back to one thing: helping people live better lives, naturally. As the founder and CEO of Stand Alone Fitness, LLC, Frank is also the driving force behind Frank Initiatives and the Institute of Conscious Behaviors. He is a Certified Master Life Coach, Certified Master Conscious Behaviors Coach, Certified Consulting Hypnotist, and a top-selling author of several empowering books including Let Me Be Frank: 99 & ½ Quotes to Motivate YOU!, Better Choices, Better Decisions, Better Living, and Vitamins & Supplements Can Benefit YOU!
Known for his candid, humorous, and no-nonsense style, Frank speaks straight to the heart—and the gut. His approach blends decades of experience in leadership and behavioral coaching with practical solutions people can use in their everyday lives.
Frank holds a Bachelor of Science in Organizational Behavior and Leadership and a Master of Science in Organizational Development from Edgewood College. His educational background and extensive life experience give him a unique lens on personal transformation, especially when it comes to decision-making, motivation, and health improvement.
What sets Frank apart is his willingness to “go first”—to share his personal journey through major health scares (including triple bypass surgery and a ruptured appendix), and show people that setbacks are just setups for comebacks. His ultimate goal? To inspire others to stand on their own, reclaim their health, and make lasting changes one smart step at a time.
Debbie Goodman
COO & Co-Founder, Stand Alone Fitness, LLC
Certified Nutritionist | Conscious Behaviors Coach | Life Coach | Author
Debbie Goodman is the quiet force behind the systems that keep Stand Alone Fitness running strong. With over 20 years of management and coaching experience, Debbie brings both heart and discipline to the table. She is a Certified Conscious Behaviors Coach, Life Coach, and Certified Nutritionist through the International Sports Science Association (ISSA). As co-founder and Chief Operations Officer, Debbie plays a key role in shaping our mission, tools, and services.
Her expertise spans conscious behavior change, thought pattern transformation, process improvement, and organizational development. Before joining Stand Alone Fitness, Debbie spent years coaching and leading at a major airline, where she helped implement customer service systems still in use today. She’s also worked with other global organizations in leadership and change management.
Debbie believes growth starts with understanding—and that “Knowledge is Power.” Her passion is helping people uncover why they make the decisions they do and guiding them toward better choices. Grounded, wise, and always forward-thinking, she’s the perfect complement to Frank’s big personality and bold vision.
Why Stand Alone Fitness Was Started
By Frank Auenson
In 2019, while working on my master’s degree, I underwent elective triple bypass surgery. It wasn’t triggered by a heart attack or an emergency—just a stress test that raised enough concerns for the cardiologist to recommend a heart catheterization. What followed was a surreal and almost comedic series of events involving a warm head, bad bedside manners, and a heart surgeon with a heavy accent who—thankfully—knew his stuff.
Just when I thought I was mentally preparing for open-heart surgery, life threw me a curveball: my appendix ruptured that I had been living with for 2 weeks. Everything in life was put on hold. Thankfully, I ended up with a drain in my side, an infection full of green and black goo (don’t ask), and an extended hospital stay while they figured out how to treat both the infection and my heart. I joked about Frankenstein labs and utility closet operating rooms—but truthfully, it was one of the most intense seasons of my life.
Recovery was humbling. I couldn’t sleep on my side for 12 weeks, my chest felt awful during daily walks, I knew something was off—months after surgery, even a one-mile walk left me feeling worse than before. A neighbor who had gone through a similar experience helped me realize that my medications were likely the issue. They were suppressing my heart rate while I was trying to exercise and rebuild strength. That conversation changed everything.
I stopped the meds and felt the difference almost immediately. But I also knew that ditching prescriptions cold turkey wouldn’t be a long-term solution. I needed something better—something natural. That’s when I began diving into supplements, researching everything from organic compounds to plant-based alternatives.
The result? I didn’t just build a routine—I added to a vision and a fitness business I had already created in my mind.
Stand Alone Fitness was born not just from my personal health scare, but from my belief that we are surrounded by enough resources to take control of our fitness and well-being. I created it for people like me—those who don’t love gyms, don’t want gimmicks, and do want honest, effective solutions backed by real research and real experience.
A year after surgery, I began offering a curated line of supplements. No synthetics. No fluff. Just raw, natural formulas chosen for their ability to support real health issues—whether that’s heart health, weight loss, or everyday vitality. Today, Stand Alone Fitness offers 25 targeted products, some bundled for even greater impact. We educate our customers about what’s in each product, what it does, and why it matters.
I didn’t start this company because I had all the answers. I started it because I had to find them. And now, I want to help others do the same—one step, one supplement, and one success story at a time.
Overcome your fears, embrace your opportunities.
Debbie Goodman
Today is the tomorrow you hoped for yesterday.