In 2013, I stood in an empty space at the top of Willis Street in Wellington city, one that was soon to become the heart of what would be the first iteration of Instinct Fitness. The journey to opening my own gym had been a long time coming. I had spent years in the health and fitness industry working as a personal trainer, group fitness instructor, and running bootcamps, feeling the impact of not only the training but also the community that surrounded it. That connection, the push to be better together, sparked something in me—an instinct to create a place where others could experience the same growth. So, I rolled up my sleeves and started Instinct Fitness on my own.
It wasn’t easy. The first year was a grind. Like any new business, there were doubts, long hours, and moments when I questioned if I was really going to pull this off. But my years playing highly competitive sports had taught me resilience. In the same way you train hard every day to develop your skills and strength, I approached building the gym with that same mindset—one step at a time, one day at a time, pushing through the discomfort to reach the other side.
Enter Emma: A Turning Point
The turning point came when Emma, my wife, made a life-changing decision to join me full-time. Emma had been working as a Programmes Team Leader for the Wellington City Council, a solid, secure role where she was making a real impact. But she saw what Instinct Fitness was becoming and believed in the vision as much as I did. In a bold move, she left her full-time job and took the plunge with me, dedicating herself to helping build the gym.
Her decision was a game-changer. Emma brought her leadership experience, organizational skills, and deep understanding of people to Instinct, and together we began shaping the community that has become the core of our gym. It wasn’t just about getting people fit; it was about fostering a place where people felt supported, challenged, and part of something bigger than just a workout.
Building a Community, One Member at a Time
In the early days, every new member felt like a milestone. Our community grew slowly but steadily, fueled by word-of-mouth, a relentless commitment to quality coaching, and an authentic desire to see people succeed both in and out of the gym. We weren’t just teaching fitness—we were teaching resilience, accountability, and the value of hard work. And the community responded. People were showing up, not just for the workouts, but for each other.
One of the most powerful moments came when we realized that Instinct Fitness wasn’t just a gym anymore—it was a family. Members were coming early to catch up with friends, staying late to cheer on others, and celebrating each other’s successes like they were their own. It was a reminder that we were doing more than just improving physical strength; we were building something far more impactful.
Growing Through Challenges
Running a gym comes with its own set of challenges—many of them unexpected. From building lease negotiations to navigating the rapid growth of CrossFit as a global movement, we’ve had to adapt and evolve constantly. And then, of course, came the COVID-19 pandemic. Like most businesses, we were forced to shut our doors during lockdowns, and it hit hard. But the same grit that built Instinct Fitness got us through.
Emma and I rallied our community, setting up online workouts, virtual check-ins, and even organizing Zoom social events to keep the spirit of Instinct Fitness alive. It wasn’t easy, but our members stood by us. When we reopened, it was like we’d never left. The support, the energy, and the commitment from our community was stronger than ever.
The Evolution of Instinct Fitness
Now, Instinct Fitness isn’t just about me or Emma—it’s about the hundreds of members who’ve walked through our doors, set goals, pushed through adversity, and come out stronger on the other side. It’s about the coaches who dedicate themselves to our members’ success, about the programs we’ve developed to meet everyone where they are in their fitness journey, and about the families who come to our gym to set an example for their kids.
We’ve also expanded beyond just regular CrossFit classes. Whether it’s specialty courses, like our Gymnastics course with Coach Crystal, or our new initiatives like the Instinct Teens program, we’re constantly growing and evolving. Our goal has always been to make fitness accessible, challenging, and fun for all ages and levels.
A Vision for the Future
Looking back, I’m proud of what we’ve built, but I’m even more excited for what’s ahead. We’re committed to continuing to push the boundaries of what Instinct Fitness can be. We want to help more people, expand our offerings, and create more life-changing moments for our members. We want to keep building on the community that’s already changed so many lives.
The gym started as a dream, a passion for fitness, and a love for helping people grow, but it has turned into something bigger than we ever imagined. Emma and I took a chance in the beginning, but what we’ve built together with our members has made every risk worth it. Instinct Fitness has become more than just a gym—it’s become a place where people can find their best selves.
Whether you’ve been with us since the beginning or you’re just joining now, you’re part of this story. And we’re only getting started.
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