Where does your business need support?

It’s time to drive more profits in your business. Fit For Profit specializes in guiding business owners and entrepreneurs to more profit using repeatable systems and guardrails. Through ongoing partnership and support, you’ll see more profit right away. Whether you’re looking for 1:1 bookkeeping and coaching or want to learn the systems and take the reins with a guide to support you, we have a number of solutions to fit your needs.

Our speciality is service-based, small businesses
in the health and wellness industry.

We know that niching down allows you to support your clients in the best way possible; we’ve done the same! We specialize in working with businesses like yoga and dance studios, karate schools, chiropractors, therapists, boxing studios, fitness boutiques, and gyms. Although our clients are focused on improving the mind-body-soul connection of their customers, we are focused on making sure they’re paying themselves and creating profit. If this sounds like you, you’re in a great spot to turn your finances around for an incredible impact on your bank account.

What is Profit First?

Profit First is a results-driven and time-tested cash management system that helps you keep the most of every dollar you earn from every sale you make. It creates guardrails for your money so there’s always profit and you’re never stressed about making payroll or paying your expenses. No more second guessing yourself or spending hours Googling tough financial questions.

How we got where we are today.

Shannon Simmons is Fit For Profit’s founder and CEO. As a business owner, she knows what it’s like to face challenges and feel overwhelmed by business finances, from childhood and beyond. Her passion for helping small business owners comes from a time when, as a practicing accountant and bookkeeper, she couldn’t pay her own tax bill. As a result, she decided to overhaul her business starting with the foundation: the financial system.

Today, she has gathered a group of professionals who are just as passionate about you finally finding your profit.

For us, business is always personal.

Talking about money can feel scary and vulnerable. After all, it’s been a taboo subject in our culture for decades. That’s why we’re committed to having personal relationships with each and every client. We love getting to know your business, getting in the weeds, and finding out what will truly make your business thrive all on its own. The end goal is for you to feel less overwhelmed by your finances so you can focus on what you do best: support your clients.

We’ll support you through it all.

Our Team

Shannon Simmons

Owner and Advisor 


Shannon has been consulting with small businesses for more than 10 years. After 2 years in public accounting she saw a need to work for small business owners to teach them how to grow financially healthy businesses. She has built on her Master of Accountancy degree from Manchester University by becoming a Certified Profit First Professional and a Certified QuickBooks ProAdvisor. When she’s not meeting with entrepreneurs or assessing their businesses she enjoys time with her husband and 2 children serving in their community, playing and watching sports, marveling at nature or reading a good book.

Eric Johnson



Eric started a tax practice in 2012, and became an Enrolled Agent in 2015. As a licensed tax practitioner and tax debt resolution specialist, he noticed a trend where business owners were losing their businesses because of tax issues, he became passionate about teaching and coaching business owners on practical ways to avoid IRS problems and grow their business. He still supports the business community by teaching for local and national non-profits and trade organizations. He is happily married to his wife, Nicole, for 8 years. They have 2 dogs (Mellie and Brutis). They are active Toastmaster members.

Jeremy Simmons

Business Development Specialist


Jeremy has been part of the Fit For Profit team since its inception (as Shannon’s husband) doing tech troubleshooting, filling in as a bookkeeper as needed, and being an extra set of eyes and ears when asked. He’s been in the construction industry for 25+ years as a field supervisor; project estimator; and operating excavators, cranes, etc. Jeremy now has a more active role at FFP in sales, as well as continuing to troubleshoot issues and help with administrative work as needed. In his free time, he enjoys golfing, traveling, and camping.


Shana Brown

Accounting Team Captain/Advisor


Shana has a wide range of accounting experience, having worked in everything from manufacturing and self-storage to hospitality, amusement parks, and video gaming. (How fun!) She holds a master’s in business administration with seven years of experience and is looking forward to helping to guide you to business and Profit First success!

Carrie Lopez



Carrie’s first job was an office assistant turned bookkeeper for a family limousine service. There she learned quickly of her love for organization and numbers. Carrie last worked for a restaurant franchise with responsibilities ranging from hands on management to human resources, payroll, and accounts payable functions for the entire organization. There she met Jose whom she married and has been with for 12 years. Together they have two daughters, Isabela and Avilia. During her free time Carrie is either on the softball fields cheering for her family or home cooking and entertaining family and friends.

Kaylyn Moehrig



Kaylyn is a Texas A&M graduate with a Bachelors of Science in Health and a Bachelors of Science in Nursing. She is a Registered Nurse, specializing in the Operating Room, and has training in administration, lean process, and supply chain management. She is a fitness instructor and past General Manager for a county-wide stroller based fitness franchise. Kaylyn is married to her high school sweetheart, Jacob, and have 3 beautiful, fun-loving boys (Kade, Kallan and Karter).


Hannah Pfarr



Hannah is a work-from-home mom who discovered her true love of bookkeeping while working at a car repair shop in her early 20’s as a single mom. While working there she met her husband, Chris, and they love raising their six children. In 2020, she got an opportunity to do some bookkeeping for two small businesses while also running her in-home daycare. Hannah is now excited to now be pursuing her love of organization, finances, and helping others through her job at Fit For Profit. In her free time, she loves to read, travel, bake, hike, and be with her family.

Wendi Conwell



Wendi spent 23 years in the Air Force Reserve and worked as a Finance Analyst for a large insurance company for 10 years. She is a National Board Certified Health and Wellness Coach and Personal Trainer, and owns a boat and RV storage facility in Oklahoma. With her passion for fitness and finance, she is excited to serve others in their pursuit of entrepreneurial success!
In her free time, Wendi enjoys spending time with her partner, Aaron, and their two old dogs, Rusty and Bertie. They enjoy traveling, camping, being outdoors, and spending time with family.

Abby Herman

Marketing Director


A former teacher, Abby has worked as a content creator and marketing manager for service-based small businesses since 2007. She has a passion for helping others create their own version of success and creating the marketing and content strategy that aligns with that. Abby is a small business owner herself and has been using the Profit First system since 2018. She lives in Phoenix with two furry kids (her human kid has flown the coop!) and loves to spend time outside, reading, cooking, and traveling.


Lisa Philyaw

Mindset Coach


Lisa Philyaw is a Certified Life Coach with a Master’s in Industrial-Organizational Psychology and 8 years of experience in Learning and Development. Through delivering coaching, designing trainings, and leading workshops, Lisa has supported hundreds of career professionals and business owners. She takes a whole-person approach to coaching, helping clients manage their time, navigate difficult situations, unravel overwhelm, speak up with confidence, sign new clients, change habits, prioritize their tasks, set boundaries, and more. Her mission is to help as many people as possible do their work in their own way. When she’s not coaching, Lisa enjoys exploring local parks and hiking trails with her husband and dog.

Prey Opina

Administrative Assistant


Prey is Shannon’s right hand and administrative assistant at Fit For Profit. With six years of customer service experience, she helps with all things behind the scenes from ensuring that our clients have all the tools they need to be successful to providing additional support to our coaches and bookkeepers. She processes payments, onboards and offboards clients, manages Shannon’s email, and more. Prey is a huge asset to our team! When she’s not working, Prey likes hiking, camping, and participating in community service.