By: Rebecca Alwine

Technology is making operations easier for business owners, though Shannon Siriano Greenwood admits digital cannot replace human capital.

“My iPhone is the only way I can do what I do,” Greenwood said. “As a business coach, I have the flexibility to be where I need to be.”

Greenwood is a serial entrepreneur. Technology has really helped her balance all her passions, including several businesses that she founded across several industries. And technology was instrumental in the success of her fitness studio, Boho Cycle Studio in Richmond, Virginia.

Technology that serves clients

When Greenwood launched her first business, she was balancing a full-time schedule with the opening of her new indoor cycling studio called Boho Cycle Studio. After just six months, the company was making a profit, and it received recognition as “Best Start Up” by Richmond Magazine. Soon, Greenwood found ways to streamline antiquated processes.

“Technology played a major role in the success of my fitness studio,” Greenwood said. To appeal to the desires of her customer base, she used MindBody—online management software that allows clients to reserve a space for class, which created an expedited experience and eliminated the inconvenience of arriving half an hour early to wait in line.

In addition to streamlining class reservations, several other areas of her business functioned around tech tools. Cycling instructors used Spotify and plugged in their phones to the sound system. Greenwood used social media scheduling apps to build community and QuickBooks to help with accounting. Plus, in her daily life, Greenwood uses Google Calendar and Google Assistant to schedule meetings, Wunderlist and Trello to organize her tasks, and Wave to manage her financial accounts.

“I use Zoom and Skype for conference calls, Hootsuite for social media management, and Dubsado for contracts. Lots and lots of apps,” Greenwood added.

But it isn’t everything

As apps and technologies help entrepreneurs manage time, money, and employees, there is one thing they just can’t do: add the personalized human element.

“Honestly, as the business grows, I would rather add more people versus more technology,” Greenwood said. “Lots of tech is great, but nothing can replace the energy and idea of human beings and that is what really grows a business.”

Moving on, sharing the wealth

After selling Boho Cycle Studio, Greenwood launched Lemon Umbrella, LLC to coach, mentor, and support small businesses. She also serves as President of Boss Babes RVA, which has over 2,000 members in the local networking group, and just this year she collaborated on the launch of Rebelle Con, a conference event built by a community of women to educate and inspire one another to live a life of meaning and impact.

“I was inspired to start Rebelle Con because I felt there was a lack of lifestyle skills being talked about in the local entrepreneurial community. There are lots of resources for growing an email list, finding funding, structuring a business model, marketing, etc., but there needs to be more people talking about investing in the entrepreneur herself,” she explained.

Rebelle Con focuses on being a place to discuss the foundational skills that make entrepreneurs happy, healthy, and successful. To learn more, visit