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Community Highlights: Meet Michelle Berry of Elite Fitness & Nutrition

Today we’d like to introduce you to Michelle Berry.

Michelle Berry

Hi Michelle, so excited to have you with us today. What can you tell us about your story?
Both Jason and my journey in the fitness industry began with a strong passion for health and wellness. We’ve always been enthusiastic about staying fit and helping others achieve their fitness goals. We both left the corporate world to pursue careers as fitness professionals. We first met while I was teaching yoga out of his gym. Jason began training out of his house and his gym, while I started working as a personal trainer for a big box gym.

This career change soon led to a nutrition certification followed by my Master’s, as well as a yoga teacher training immersion in Bali, Indonesia. All my education and hands-on experience allowed me to refine my skills, understand client needs, and develop a strong foundation in fitness training. After gaining several years of experience as a personal trainer, nutrition coach, and yoga instructor my (now) husband and I decided to take a leap and turn our passion into a business.

Jason and I first opened Elite Fitness & Nutrition in 2015 in a one-level 1,800-square-foot facility. We envisioned a private space with a high-end look, brand-new equipment, and a “community feel.” Initially, it was just the two of us as we wanted to keep our space private and “elite.” Over the years, our gym has gained a strong reputation for its personalized approach, knowledgeable trainers, and vibrant community.

In 8 years, we’ve more than doubled in size and now have 6 trainers, a chiropractor, an esthetician, 5 massage therapists, and are in the process of adding other services. From two passionate fitness enthusiasts to successful gym business owners, our journey in the fitness industry was built on dedication, strategic planning, and a commitment to helping individuals achieve their health and wellness goals.

Can you talk to us about the challenges and lessons you’ve learned along the way? Looking back, would you say it’s been easy or smooth in retrospect?
It has not been a smooth road. When COVID-19 hit, we were closed for 12 weeks. We got back up and running quickly, but a year later we found out our building would potentially be going up for sale so we had to consider finding a new location or hoping the new buyers would want to keep our gym in their space. Jason and I were at a standstill because we couldn’t agree on what would be most financially beneficial then.

Ironically, we were approached by CNBC to appear on a show called “Money Court” during this indecisive time and we accepted the opportunity. Kevin O’Leary, A.K.A. “Mr. Wonderful” would serve as a mediator to step in and assess our current situation versus expanding into a larger, more expensive space. Jason wanted to expand into a larger facility and change our business model to have a high membership-base, with several personal trainers and expanded services. This would be a much higher financial investment and risk. I wanted to stay in our original location and keep things more “exclusive,” allowing us to stand out from other typical gyms.

Due to the size of our original space, I proposed to hire only 1-2 personal trainers and one added service, but keep memberships limited (if any at all). I was not comfortable taking such a huge risk for something I was not 100% on board with and felt we could flourish more where we were at and with lower rent and overhead costs. Thankfully, Mr. Wonderful gave us input on which direction would be most financially successful for our future by combining both of our thought processes and we’ve since expanded twice.

Alright, so let’s switch gears a bit and talk business. What should we know?
Jason and I opened Elite Fitness & Nutrition in 2015. We’re a private, boutique-style gym and recently expanded into a 7,000-square-foot facility. Our services include 1-on-1 personal training, virtual training, nutrition coaching, and yoga privates. Our clients are the heart of Elite Fitness so understanding their needs, preferences, and goals is essential. We offer personalized programs and experiences to ensure their success and well-being.

We also offer an infra-red sauna and nutritional products to enhance our client’s health, longevity, and fitness goals. We are not your typical gym as we’re located within a beautiful nature preserve and have limited memberships, keeping our facility quiet, private, and unique. When clients walk into our space, they have a sense of community. That feeling of belonging keeps clients coming back and promotes a positive atmosphere. Our shih tzu, Bailey, comes into work with us and brings a smile to everyone’s face as they head into their sessions.

She’s our sweet little mascot and many people look to her as a therapy dog during their rest breaks. You can usually find Bailey in her pink “Canine Cave” or our office. We take pride in having a friendly, clean, and supportive environment for people who need help with fitness and wellness. Our overall goal is to have a positive impact on people so they can live longer, healthier lives.

Are there any important lessons you’ve learned that you can share with us?
One of the most important lessons I’ve learned is the significance of building and maintaining strong relationships with our clients.

Running a health and fitness facility is not just about providing exercise routines; it’s about creating an environment that supports and empowers individuals on their fitness journeys. Prioritizing client relationships and focusing on their needs has allowed us to create a successful and fulfilling business in the fitness industry.

Pricing:

  • Gym membership: $69.99/month
  • Personal Training: Ranges from $69-$99 (depending on the package and/or trainer)
  • Nutrition coaching: $99/session
  • Yoga private: $99/session

Contact Info:

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