The Community Loan Fund was able to catch up with Jennifer DeGroff, a Graduate of the 9-Week Business Course, and Owner of TrueIcon Inc.

Jen DeGroff, Founder of TrueIcon Inc., helps individuals and teams break through hidden barriers to find their voice, confidence, and inner strength. Drawing on 11 years in marketing strategy and data analytics, an MBA, and her work as a NASM-certified personal trainer, Jen brings a unique, out-of-the-box approach to growth. She bridges the gap between strategy and well-being, offering a fresh perspective that goes beyond standard coaching.

Guided by integrity, inclusivity, and authenticity, Jen is a passionate champion for the neurodivergent community. She delivers dynamic keynotes and workshops that provide real-world tools for breaking free from expectations and leading with aligned confidence. Through TrueIcon Inc., Jen is available for speaking, workshops, and emcee opportunities. Reach out to bring her energy to your next event.

Please tell us a little bit about yourself and your background.
My name is Jennifer DeGroff and I have a blend of experience which includes marketing, data, IT, personal training and coaching. I’m a graduate of Siena University having completed undergrad about 10 years ago and just recently completing my MBA. I also have numerous certifications under my belt. I’m a Certified Personal Trainer and a certified Autism Fitness Professional. I tend to blend all my experience together, utilizing my background in marketing and data with my personal training to help people and their businesses grow. Having the right mindset and confidence in both yourself and your business is influential in taking larger steps.

What is the meaning behind your business name, TrueIcon, and what services do you offer?
The name TrueIcon stems from the idea of being genuine and highlighting the goodness within people. How can people stay true to themselves? This concept is big for me because I do believe that people can grow boldly in a way that highlights and nourishes them but also brings other people up along the way. Being a TrueIcon means staying true to yourself and your values.

At TrueIcon, we offer different services. One segment of that is our coaching. I do fitness coaching in the neurodivergent community each week. Our main area of focus is speaking engagements and workshops tailored to Identity Concerns and Empowerment. Our goal is to help high-achieving individuals resonate and focus by targeting self-doubt and improving confidence so that they can take effective steps towards their goals. We empower them as individuals, and this translates into their business. As a direct pathway, I also assist small businesses with growth and identity targeting Brand Development, Resonance and Reflection. At TrueIcon, we keep our offerings value driven.

When did you start your business?
Unofficially, from the training perspective, I started the business 6 years ago. As a personal trainer in the gym, I worked hard to make sure people met their goals and I realized that when people believe in themselves, they are more likely to reach their goals faster. This realization sparked the idea of other types of coaching that would be beneficial for my clients and other people in general. I officially started TrueIcon in September 2024 as a S-Corp., right before I enrolled in the Community Loan Fund’s 9-week Business Planning Course.

Where is your business located?
Currently the business does not have its own primary location. I operate through a lot of partnerships with various organizations that allow me to utilize their spaces. For the fitness side of the business, I operate in Colonie on Fuller Road at Bring on The Spectrum. Those classes are geared towards individuals 13+ and are inclusive for all. For my other in-person services I typically meet people at co-working spaces or other partner locations throughout the Capital Region. I also provide virtual coaching on ZOOM which really allows me to spread my geographic reach.

What do you look for in a partnership organization?
I look for value-driven organizations. They don’t have to be non-profit organizations, but a big key of mine is integrity and walking the walk. I partner with companies that stand on their word and reflect their values in their actions. Some of my key partners at this point are Bring On The Spectrum (BOTS), Palette Community, Special Olympics, and Best Buddies.

Who is your ideal customer for your services?
Great question! There are two groups of people that TrueIcon looks to work with. For coaching, we work with individuals looking for empowerment, confidence and strengthening themselves through fitness. For our workshops and speaking engagements, we are ideally looking to work with businesses and non-profits to create events and opportunities around being better business owners, partners, employees or people. We focus on self-confidence, professional development and leadership to accomplish goals.

What is one thing that you are exceptionally proud of about your business?
I just launched my TrueIcon Spotlights, where I highlight community members that are making a difference. And again, walking the walk is very important to me, so I want to highlight others who are being true icons, staying true to their values and helping either the community or their circle. I am also very excited to complete The TrueIcon Podcast I’m working on. I’ll be launching that very soon. I continually have seen the impact of collaboration, so I am proud of the integrity that I’ve built. TrueIcon is a community and we will continue to support and positively impact our community.

If you could change one thing about your business journey what would it be?
This is a hard question, but if I had to change something I think it would be… giving myself grace for not knowing all the answers. When I was starting the business, things were very slow going because there was so much I didn’t know and I also was unsure of what resources I could or should use to get things moving in the right direction. I had to realize that everyone starts somewhere. You don’t know what you don’t know, but being afraid to put yourself out there is almost as bad because it keeps you from potentially finding those answers. So I would say if I could change anything it would be moving forward despite my reservations and giving into that level of vulnerability so I could get the resources and guidance to move my vision forward.

You attended the Fall 2024 CLF’s 9-week Business Course. Do you feel that it was helpful for your business, and would you recommend the course to others?
The 9-week course was very helpful to me, especially as someone who hasn’t really had a lot of immediate family or friends that have their own businesses. I couldn’t see myself in that role. I couldn’t see myself as a business owner because I couldn’t relate to people in my circle who’ve done it before. The class allowed me to put my ideas out there and receive validation and feedback of my vision. There were also A LOT of resources provided through the course and like-minded people who were going on the same journey as me. I enjoyed the 9-week commitment of the course because it gave me the time to create tangible results and work on my business plan. The structure was exactly what I needed, and I was able to get insights and assistance from a plethora of experts in different fields. Overall, the course gave me a high-level and very detailed, tangible return that I used to plan out my business. The foundation, the validation and the bit of community helped push me forward. I highly recommend the 9-week Business Planning Course and it’s something that I wish more people knew about.

How can potential customers get in touch with your business?
Jennifer DeGroff on LinkedIn at https://www.linkedin.com/in/jenniferdegroff/ as well as TrueIcon on LinkedIn or https://www.beatrueicon.com/