We Show You How To Make the Most of Every Dollar You Earn from Every Sale You Make

Fit For Profit utilizes the revolutionary Profit First method of cash management. Our team is trained and certified by the Profit First Professionals organization to guide business owners and entrepreneurs in maximizing their profits.You should expect a business coach to have direct experience in navigating the challenges you're facing in your business. But how many coaches also drive your profitability as you surmount these challenges? That's what we do. We are a Profit First certified firm.

What Our Clients Say


I was in a seriously dire financial situation a few years ago. Even though I was slowly working my way out of debt, it seemed like it was going to take forever. I didn't have a truly structured/organized system to manage my personal and professional finances.

I realized the Fit For Profit difference when I had a back tax bill due and was able to pay a large chunk of it based on what I had saved in just a few months. That probably wouldn't have happened without the disciplined approach of Profit First.

Mark Greenwood Ultimate Wellness


Before Fit For Profit, I didn't know what our appropriate savings and expenses should be. It felt like I was trying to solve a problem but I didn't have an answer or an idea of what it looked like to not have that problem. Now we have goals that we are working toward, and feel more secure having guidelines.

When we paid out our Q2 profit sharing I got it. My business should be something that gives back and not just takes away.

Anthony Dix Fitness Lying Down


What Fit For Profit did for us really hit me about 9 months in. I met with my tax accountant and she was blown away with how "healthy" of a business both locations were. 

Each quarter we were paying ourselves more, spending less and less on "crap" and always had more money than needed for taxes. The look on her face when she did a comparison in Quickbooks was the moment I really knew that our business was financially sustainable!

Trevor Warnke Game Changing Performance

Meet The Team

Shannon Simmons - Owner and Advisor 

Shannon has been consulting with small businesses for nearly 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.

Dean Carlson - Advisor

Dean has earned local and national acclaim for building companies that excel at their core functions and achieving high business performance. Under his leadership he and his team earned over fifteen awards for fitness coaching excellence. In 2016 he was recognized as the High Performance Business of the Year, and in 2018 earned a MindBODY Visionary Award. He is a speaker on entrepreneurial topics, with a focus on helping small business owners become more profitable and earn both the money and peace of mind they deserve.

Eric Johnson - Advisor 

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 7 years. They have 2 dogs (Mellie and Brutis). They are active Toastmaster members.

Shana Brown - Accounting Team Captain

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!

Amy Esslinger - Bookkeeper

Amy graduated in May of 2013 with an Associates degree in Accounting from Ivy Tech Community College. It was during that time that she additionally acquired specialized certificates in Accounting, Bookkeeping and Payroll. She has been married for 13 years to her husband, Aaron; together they have 3 vibrant boys: Alex, Ayden and Austin. During her free time, Amy and her family enjoy attending Avalon Missionary Church, and cheering on their boys who are actively involved in Boy Scouts.

Emily Jackson - Bookkeeper/Administrative Assistant

Emily has been in customer service for a major cell phone retailer for the past 12 years. During her time at this job she has strived to grow her organizational and communication skills to use in and out of the workplace. She has lead many team projects that include collaboration to help workflows become more streamlined and efficient. Emily has been married to her husband, Dustin for 3 years and they enjoy spending time watching movies and taking walks with their 3 kids.

Mike Michalowicz - Advisor & Lead Profit First Strategist

Mike is the entrepreneur behind three multimillion dollar companies and is the author of Profit First, The Pumpkin Plan and what Business Week deemed the entrepreneurs cult classic, The Toilet Paper Entrepreneur. He is a former small business columnist for The Wall Street Journal, speaks internationally on entrepreneurial topics, and is the creator of the Profit First method. Mike is an active adviser on Profit First to our firm.


Get in touch with us. We (meaning Dean, 99% of the time) will get back to you as soon as we can, usually just a few hours.