In 2012, I moved from Thunder Bay, Ontario, to the “big city” of London. At 24, I left behind my friends and a familiar community for a fresh start with just a few family members nearby. Moving somewhere new without knowing anyone can be tough, especially when you’re trying to establish yourself both socially and professionally. I realized quickly that building connections was key, and I had an idea of where to start!
Back in Thunder Bay, I had become a regular at a small-group-style gym called CrossFit Subzero, where I fell in love with fitness and the power of a close-knit fitness community. The owner, “Fun Bobby,” knew everyone’s name, gave out nicknames, hosted BBQs, and organized outings that turned the gym into more than just a place to work out. It was like a family, and I watched how this atmosphere transformed not only my life but also the lives of everyone involved.
So, when I arrived in London, I immediately searched for a similar gym, a place where I could find my people. And that’s where my story with Luke and Brooke begins. I walked into a gym one day and noticed Luke, who was super focused on teaching proper form, not hesitating to tell people to ditch the weights and use PVC pipes if their technique needed work. Right away, we connected over a shared drive for self-improvement, and we began pushing each other in classes. That same day, I also noticed Brooke, who was coaching a small group of young girls with so much enthusiasm. Little did I know they’d both become some of my closest partners and friends.
Over time, we kept training together, and I often shared stories about my Thunder Bay gym, especially the small community vibe that Fun Bobby had cultivated. We’d laugh about the idea of starting our own gym, but it was mostly just that—a running joke.
Eventually, Luke and Brooke moved out west, where they felt more at home, but I stayed in London. As time passed, I met other coaches and watched as they came and went, as is typical in our industry. But one coach, in particular, stood out—Will. He approached coaching differently, with an unparalleled focus and genuine dedication to helping people move better and achieve their goals. He didn’t train with conventional weights much; instead, he was always working on bodyweight exercises, perfecting his one-arm pull-up, or nailing a flawless handstand. Will’s attention to detail and his passion for sustainable fitness were unlike anything I’d seen. His cues just made sense, and he could relate to the everyday gym-goer who might not have perfect form.
By 2016, I was in a stable career, but the thought of creating something like the Thunder Bay gym was always in the back of my mind. That little gym had such a huge impact on my life, and I couldn’t shake the dream of building a similar community here in London. So, I reached out to Will and invited him for coffee to pitch my “crazy” idea. We talked about our visions, and to my surprise, we were completely in sync. We wanted to create a space where people could unite over fitness, building both lasting health and friendships.
We knew there was no shortage of great gyms in London, so we focused on what would make ours different: Community and Proactive Health. We wanted MVMT Strength to be a place where people came for more than just a workout—a true community where they felt seen, supported, and empowered.
Our vision extended beyond fitness for the sake of longevity. We wanted members to lead active, fulfilling lives, doing the things they loved well into their 90s. To make this vision a reality, we knew it wasn’t enough to get people in the gym for a few hours a week. We wanted to inspire movement in everyday life. Whether at work, school, or home, we encouraged people to stay active and keep their bodies strong. Our approach to training would emphasize resistance work as a foundation for long-term health and resilience, so we chose the name MVMT Strength to capture our core philosophy.
At this point, Luke and Brooke were still out west, but they knew about my plan. They were settling into life in Victoria and not quite ready to take a leap as big as opening a gym. So, Will and I pressed forward, drafting our business plan and refining our “why.”
In the next post, I’ll dive into how we secured our first space and, eventually, how Luke and Brooke came back to join the MVMT Strength team. For now, I hope this gives you a little more insight into the origins of MVMT Strength, a place built on shared passion, ambition, and a commitment to making fitness an integral, positive part of people’s lives. If you’ve read this far—thank you! Stay tuned for Part 2!
-Isaac
Owner
MVMT Strength
