‘A person who is too busy to take care of their health is like a mechanic who is too busy to take care of his tools.’ This is the philosophy Fulufhelo Siphuma lives by; a philosophy which is seeing her emerge as force in fitness as well as finance.
The day that Fulufhelo’s grandmother passed away was a day that changed her life. ‘She’d had a stroke. I remember watching her face start to droop, her life ebbing away,’ she recalls. Fulufhelo was desperate to call for her, but service delivery in Makonde, the Limpopo village where she grew up, was poor – as it is in many such areas.
Years later, the acknowledgement of this challenge made her choose fitness as a lifestyle: after all, if treating lifestyle diseases is difficult, then it is surely better to prevent them. And the best way to achieve this goal is by avoiding the sedentary lifestyle that is so common among us.
‘Promoting wellbeing for all’
Fulufhelo’s efforts to promote wellness have seen her recognised as part of SAICA’s #FinBiz2030 task force as champion of UN SDG 3: ‘To ensure healthy lives and promote wellbeing for all at all ages.’ She has a specific focus on target 3.4: reducing mortality from non-communicable diseases (like stroke, heart attack and cancers) and promoting mental health.
She knows first-hand the difference a solid workout can have. ‘I became a lot less active when I went to study, because of the demanding schedule. I found my energy levels dropped, making it harder for me to concentrate and be productive.’ Fulufhelo turned to the gym for a solution, as fitness had always been a way to channel her inner energy.
This personal journey turned into a community building activity when she started hosting initiatives aiming to help others embrace healthier lifestyles. ‘I was struck by the idea that if I could get people moving, I could help them prevent non-communicable diseases and boost mental stability,’ she explains. She started collaborating with major brands (including the likes of Huawei, Revlon, Fitchef and Easyequities) to host free, high-powered fitness master classes. These were a massive success, drawing up to 200 participants at a time and helping her to build a significant social media presence through which she drives the message of importance of leading a healthy lifestyle. Today, Fulufhelo has an impressive social media following of over 90 000 on her platforms. She uses these platforms to impart guidance and advice around nutrition and wellness, pointing out that they are an excellent channel for reaching a wide audience. She is, moreover, a regular contributor to wellness articles, and further spreads her message through radio and television appearances reaching millions of viewers and listeners.
Her campaigning doesn’t end at exercise, though. As her fitness ‘career’ has blossomed, Fulufhelo has found herself increasingly addressing all areas of wellness – which is why she includes financial wellness and mental wellness in her initiatives, too.
The three elements are closely linked, Fulufhelo says, so presenting them as a comprehensive picture makes sense. ‘Exercise relieves stress and mood-boosting qualities. It improves our quality of life by bolstering self-image and promoting optimism,’ she notes, adding that regular exercise has implications for professional success, too. ‘It promotes engagement and increased productivity. This is important, because we can’t have a productive workforce if our people aren’t healthy. It’s vital that we explore all avenues to prevent illness before we get sick and tap into already overburdened healthcare systems.’
Her determination to ‘build a stronger, smarter South Africa’ has been recognised on multiple platforms: she was a Top 12 finalist in USN’s Face of Fitness in 2019, winning the People’s Choice Award by garnering the most public votes for a demonstration of influence and leadership. She was, furthermore, named Women’s Health Influencer of the Month in April 2020.
‘What keeps me motivated’
More than the accolades, Fulufhelo relishes the impact she is having. ‘Changing a mindset is a massive thing, so to know that my platforms have a reach of 934 000 million is humbling. It keeps me motivated.’
Fulufhelo is equally passionate in her professional sphere. As an integral part of the CFO Advisory Team in London, she partners with CFOs to guide them through areas of complex accounting and finance integration as a trusted advisor. ‘As a natural problem solver, I’m intrigued by the space we currently occupy, where markets change rapidly. Add to this the growing impact of AI, and that environment becomes even more complex.’ Fulufhelo says that in this new milieu, qualities like human insight and judgment are premium. ‘I love to get my grey matter working and getting my teeth stuck in problems. Creating value for clients is one of my favourite parts of the job – I always say that if you want something done, give it to me.’
Apart from allowing her access into this fascinating world, Fulufhelo’s CA(SA) qualification has helped her expand her horizons. Her current post in the UK is a case in point. ‘As a CA, you are able to work anywhere in the world; the qualification is valued as highly overseas as it is in South Africa. There is huge demand for our skills because of our rigorous training and strong work ethic.’
Her own global working opportunity has helped her build a global outlook and network, giving her the chance to work with multi-cultural teams. Working in a global financial services hub and gaining first-hand experience of best practices has been a major career highlight, helping her to better understand the dynamics of a global industry.
The road ahead It’s difficult to balance the demands of her fitness and finance careers, but Fulufhelo manages to juggle them all with apparent ease, while still finding time to spearhead initiatives for the CFO Advisory Team, appear in panel discussions and contribute to the SAICA CA(SA) EMEA sub-region, where she is a committee member. She also enjoys acting as MC and moderator at many events.
‘There is no one size fits all approach to work life integration,’ she points out. ‘For me, it’s about acknowledging where I am on my own journey and allowing myself to grow at my own pace. Inevitably, you have to make certain compromises along the way.’
She is always on the lookout for ways to make the juggle easier: automating and streamlining processes wherever possible, for example, or habit stacking. ‘I like to listen to educational podcasts while I run – it’s one way of using my time effectively,’ says Fulufhelo.
Going forward, she is determined to stay true to her passion, honing her excellence in the advisory field. To this end, she has prioritised professional networking events with a strong accent on wellness, which gives her an opportunity to meet collaborate with big names in the industry while keeping up with the latest trends. Already, some exciting projects are in the pipeline.
‘The conversation around wellness has moved on. A healthy mind is housed in a healthy body, so maintaining your fitness is a win-win for all stakeholders, leading to improved bottom lines for corporates and, by extension, a healthier economy.’
Overcoming challenges
’I prioritise (and reprioritise) and when the demands on me change. It’s all about mentally throwing things up in the air and catching them in a different order. Life is a balancing act,’ Fulufhelo says.
This unique approach is one of the reasons she is frequently called upon to give insight at occasions like the SAICA Women in Leadership, Women’s Brunch in London, Gender Impact on Health and the National Vision 2030 Summit, and why she was selected as a finalist for SAICA’s 35-under-35.
Achieving these goals has required a tenacious mindset that allows Fulufhelo to remain focused on overcoming challenges. ‘Exercise really helps in this regard. It builds mental fortitude that has a ripple effect throughout your life.’
Her faith and a support system has also been useful, while a resilient attitude enables her to transform negatives into positives, build strong foundations and defy the odds. ‘Coming from a disadvantaged background, I always felt a desire to succeed and to overcome challenges. This came with a strong sense of duty and a responsibility to bring change to my community at large. That has been my North Star, spurring me on at all times.’
