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Co-Founder, CEO and Fitness Consultant

I was raised in Oakland, California by a single mother. Even without a male role model, I managed to get involved in football, baseball, boxing, wrestling, and gymnastics. At twelve years of age, my mother gave me my first set of 110lb. Vinyl DP weights. At sixteen my body began developing, which not only changed me physically, it changed me mentally.

I joined one of the larger fitness chains as a trainer in 2001. Although I developed many meaningful relationships there, I felt somewhat limited by the structure of the company. Personal training was a side note in that particular business model, which made it hard for even the best of trainers to deliver world-class service. Many of my hours were devoted to studying the events taking place in my surroundings and asking myself, “How could I improve this?”

In 2003 I took my first management position in the fitness industry. Here, I continued to study my environment, but this time, from the standpoint of a trainer and a manager. The formula was clear to me:

• Recruit and retain top quality career oriented personnel.

• Create an infrastructure to help them grow and maintain their business.

• Create an inclusive team atmosphere to help foster higher client retention, and trainer work satisfaction.

As a Fitness Director, I managed five multi-million dollar facilities, training and developing over 300 personal trainers in the greater San Francisco Bay Area. This is how my network was formed. In order to accommodate my increasing clientele during my many moves through the management ranks, I fashioned a makeshift gym in my dining room. This was our first ‘facility’.

When it came time to expand the operation, I partnered with my friend and colleague, Neil Saunders, to acquire a luxury live/work space that we actually lived and worked in. Although it was somewhat of an unconventional start, it was a start, nonetheless. Due to the growth of our client base, our next place was soon launched. We currently have 6 locations and 28 contractors.

I envisioned this as an alternative to the typical corporate fitness environment as well as the aggressive and unpredictable independent setting. Many people – trainers and clients alike – often misinterpret what this means:
This is not just a gym; this is a fitness and labor movement. We are the trendsetters of this industry. We will deliver world-class service. We will change the way this service is provided. Together we stand, and we stand strong.

Mallory Gaston
NASM CPT, PES,
ISSA, RKC 1, AFAA, IFPA,
USA Weightlifting