After learning to rollerblade in college, Skatewoman went on to provide instructional skating lessons and opened a bike and skate shops, capturing the attention of TV and radio stations while also making headlines in many magazines and newspapers.

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Look who made the front page of The Philadelphia Inquirer today!!

skatewoman makes front page news

Philadelphia Inquirer May 22, 2015

by Jeff Gammage, Inquirer Staff Writer

Some free advice from rapping, rhyming Skatewoman:

Hold the magic table to keep you stable, bend your knees to absorb the G’s.

You get the drift. So push off and go.

Scores of people will do just that starting at 11 a.m. Friday, during the Memorial Day-weekend opening of the new outdoor roller-skating rink on the Delaware River. The beach-themed rink looks to be a party on wheels, drawing the novice and expert to its smooth, confetti-patterned floor.

Keep an eye out for Skatewoman – a skating-teaching star who in real life is Jen Goldstein, a forty-something financial officer who has rounded a thousand rinks in a thousand places.

“It was something that I could do whenever I wanted, and it gave me the freedom that nothing else gave me,” said Goldstein, who lives and skates near the Art Museum.

Her students range from kids to seniors, some wanting to recapture the rolling joy of youth, some desperate to impress a girlfriend. Others learn to skate by watching her SKATE 101 DVD, which features 30 instructional videos and cartoons set to rap, funk, and dance music. A graduate of the University of Pennsylvania’s Wharton School of Business, Goldstein likes to say she rhymes like Dr. Seuss and reasons like Sir Isaac Newton.

She created the comic-book-like Skatewoman character – complete with flowing purple cape and gold SW on the chest – with help from an artist friend, to give form and color to the concept of learning to skate.

Today an estimated 40 million Americans skate for fun, friendship, and health, a renaissance that intrigued officials here. They saw a successful example not far away, at Pier 2 Roller Rink at Brooklyn Bridge Park in New York.

“We’re really excited about opening weekend,” said Emma Fried-Cassorla, spokeswoman for the Delaware River Waterfront Corp.

Both the rink and nearby Spruce Street Harbor Park will be open every day through the end of September.

Independence Blue Cross sponsors the RiverRink Summerfest, and Univest/Valley Green Bank presents Spruce Street Harbor Park.

The rink sits on the same site as the winter ice rink, which last year drew about 100,000 people. It features high-quality flooring, a shady grass island in the center, and an overhead tent of lights to lend atmosphere at night.

Goldstein has been skating since she was 7, growing up in South Florida, where anytime of year was a good time to hit the pavement. As friends grew up and out of skating, she stayed with it.

“I’ve always kept it convenient,” she said. “I’ve always lived near a place where I can skate. I try to get skater friends, surround myself with skaters. I always keep [my skates] ready to go.

“It’s a great social activity. You don’t realize you’re working out because it’s so much fun.”

She skates 30 to 50 miles on the weekends, covering Kelly Drive and its environs. Or she’ll visit an indoor rink. She switches between quad and in-line skates, enjoying the subtle differences between them.

“I’m probably the most uncoordinated, unathletic person you’ve ever met,” she said. “But because I could skate, I thought there must be physics behind it. I started writing songs to spell that out.”

Hence, hold the magic table – position your arms slightly forward, at about shoulder width. In classes, she teaches students how to gear up, get up, stand up, turn, stop – and fall safely, since that’s going to happen.

The rhymes keep young and old students engaged, and make it easy for them to remember the instruction.

“If I can do this, anybody can do it,” Goldstein said. “I know that’s a saying, but in this case it’s true. . . . I skate every time I can get a ride to the rink.

Jenny Jen on Channel 6, Action News, Don Polec’s World
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Jenny Jen on Channel 6, Action News, Don Polec’s World

Jenny Jen on Channel 6, Action News, Don Polec’s World, Philadelphia, Pennsylvania, inside the Sporting Club at the Bellevue, doing Roller Aerobics & Roller Karate.

SKATE 101 DVD, How to Skate Music Videos, Rollin’ Out Spring 2014!
If you can’t wait to learn how to skate,
Download SKATE 101 Super Songs Now & Sing Along Now at

Jenny Jen on CBS, Channel 10 News, Philadelphia
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Jenny Jen on CBS, Channel 10 News, Philadelphia

Jenny Jen on CBS, Channel 10 News, Philadelphia, Staying Healthy with Renee Canault.  See her roller aerobics and roller aerobic skate class inside The Sporting Club, at the Bellevue on Broad and Walnut Streets.

SKATE 101 DVD, How to Skate Music Videos, Rollin’ Out Spring 2014!
If you can’t wait to learn how to skate,
Download SKATE 101 Super Songs Now & Sing Along Now at

cover business journal
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Goldstein Turns College Thesis Into Fast Moving Enterprise

Business Journal

Rollerblade-junkie Jen Goldstein, the entrepreneurial force behind Bladin’ Action Inc helped launch Philadelphia into the inline skating trend. Her enthusiasm about inline skating hasn’t died since she left her wheel prints all over the University of Pennsylvania campus.

The 1990 Wharton School graduate founded Bladin’ Action, Philadelphia’s first in-line skate specialty shop. Bladin’ Action provides rental and repair services, and in addition to selling skates, has several instructors ready to teach novices all the ins and outs.

During her senior year at Wharton, Goldstein returned to campus with a pair of Rollerblades she’d purchased in New York. No one was selling in-line skates in Philadelphia in 1989. One day as she skated on the Penn Campus, Goldstein decided it would make good business sense to provide the supply to meet the demand.

She took a class on new product development. Professor Burton J. Brodo guided her in writing a 50-page these of the lifecycle of the in-line skate titled “The Development of a Product: In-Line Skates.”

After graduation, Goldstein had no money to begin a major retailing business, so she maxed out a credit card purchasing 10 rental pairs of in-line skates.

She located Bladin’ Action in the Bellevue Sporting Club. It was there that Goldstein had the opportunity to give both basketball legend Julius Erving and Shawn Bradley, then a of the Philadelphia 76ers, their first in-line skating lessons. Because of their size 16 feet, Goldstein also found out where to have custom skates made.

But marketing the idea of in-line skating was her biggest challenge. One problem was that many people perceive in-line skates as potentially dangerous, Goldstein said.

The conclusion of her thesis was that there would be a need for places to safely skate in as more pople bought their own skates. The streets and sidewalks are the most accessible alternatives to an in-line skating rink.

“It’s more fun to skate at a rink,” Goldstein said. “Although there’s a rink in Villanova, it’s too small and it has a limited adult hours.”

One of Goldstein’s goal is to build such a rink. She’s written a business plan and met with potential investors.

Within the last three years, more stores carry in-line skates. Their increase availability has mean an increase in competition to her store on Fifth Street, between and Sough and Lombard, in Philadelphia. To combat, Goldstein offers free classes. She’s also narrowed down her customer’s reasons for not wanting to buy a pair of in-line skates.

“People don’t like the feel of skates because either the skate fits too snug and they don’t like the way that feels or they don’t like the feel of a cheap pair of skates, which usually is uncomfortable.”

She also remains committed to teaching about the safe use of in-line skates and protective gear. The Bladin’ Action’s slogan is “Save your ass — take our class.” To that end she recommends renting a pair of skates and taking a class before someone decides to buy skates.

(photo caption)
Jen Goldstein on wheels in front of her Bladin’ Action store at 506 S. Fifth Street, Philadelphia.

By Laurie Whalen – Special to the Business Journal

cover rinksider
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Funky Superhero Makes Learning to Skate Fun!

Rinksider 2010

Jenny Jen Goldstein of Philadelphia , Pa. , is a hard-working, roller skate loving, creative business woman. When she’s not working “full time in an office,” she spends her evenings and weekends teaching roller skating and creating a variety of media materials to inspire and teach the young – and young at heart – how to roller skate.

For starters, Jenny Jen and an artist friends created an animated, roller skating superhero named Skatewoman. According to Goldstein, “Skatewoman is the world’s only rappin’ skate teacher and superhero.” The name also happens to be Goldstein’s online alias, and the animated character bears a striking resemblance to the live Skatewoman.

Skatewoman and her “funky and furry friends,” show up on several of Goldstein’s how-to-skate music videos, such as the recently released Boogie Back Rap. This music video is, according to Goldstein, “perfect for skating rinks with video screens, for the beginner backwards song. ‘Everybody clear the rink, backwards skaters only’…is how the animated music video begins. Skatewoman raps on quads, ice and inlines with her funky and furry friends to show the world how to skate back like a real cool cat!”

Other animated, instructional videos being produced by Skatewoman teach viewers how to: get up, stand, skate, stop (4 Simple Ways), turn, prevent mistakes beginners make; change terrains smooth like a snake, safely escape (fall properly), and maintain skates and more.

Just released this October is Goldstein’s Skatewoman album, with lyrics by Jenny Jen and music by Taki76, which includes over a dozen “funky skate dance” tracks, including the Happy Birthday Skate Song, Happy Holidays Skate Song, Valentine’s Day Skate Song, Skating on Mars with the Stars, new mixes of Boogie Back Rap, Glide Slide Save Ya Hide and much more.

“The Happy Birthday Skate Song is the first and only birthday skate song and it’s interactive too,” shared Goldstein. “The skaters call out the birthday boy or girl’s name on the count of four.”

In addition to music videos, Goldstein is working (REMOVE- with several teachers) on a series of Skatewoman comic books that will include lesson plans for science, math, physics and English for pre-K through 12th grade.

Goldstein’s Skatewoman Super Series is comprised of animated music videos (on DVD and via downloads), comic books, sing-along songs (CDs), posters, clothing “and other cool stuff,” she said. To view select videos and find out more about Skatewoman offerings, go to