Kettlebells and palm trees – Boutique gym adapting to new normal as Keys reopen

Chris Merrell helps client J.D. Reinbott tweak his form to be safer and more efficient. TIFFANY DUONG/Keys Weekly

Professional training and a paradise state of mind. 

That’s all that was on Chris Merrell’s mind when he opened his boutique fitness center, Beyond Traditional Wellness (BTW), in Islamorada in September 2019.

“BTW is all about the idea that fitness is better than wellness,” Merrell said. “When people think of traditional wellness, they think of a big gym. I worked at a YMCA for six to seven years as the front desk guy, and I’d see the same people come in three to five times a week for years and never make gains or shifts in their health.”

Merrell wanted to offer something different — targeted, personalized training that helps his clients maximize results and improve their lives. He began offering group boot camp and circuit training at Founders Park in Islamorada in 2018, before eventually opening his storefront. It was a big step for the coach, and business was “growing before the pandemic for sure.”

Then coronavirus hit. 

“Even prior to the pandemic but so much more now, health is wealth,” he said. “When we couldn’t go in to work or cash a paycheck, we slept better knowing we used our day’s worth of energy and still took care of ourselves.”

Gyms closed, and many, including Merrell, experimented with the idea of virtual training. 

“Being closed has been very difficult in terms of offering quality for my clients,” Merrell said. “One of the things that separated my fitness center from others is the equipment and variety in training. Being limited to an exercise mat and dumbbells took away a lot of effective training tools.”

Merrell tried offering a live Zoom training class but felt the virtual platform left a lot to be desired. He tailors exercise regimes to clients’ specific needs and fitness goals and never uses “cookie-cutter programs,” which made pre-recorded trainings not an option. 

“I’m a hands-on, critical coach. I don’t want to play a guessing game. I want to see and help my clients, and doing it with one perspective just wasn’t the way to go,” he said. “I didn’t want to sacrifice quality just to stay busy. I’ve had an injury in my life and I would never wish that on anyone, especially from improper form during training.”

Chris Merrell wants his son, Ethan, 7 months, to come to training sessions regularly to learn about healthy lifestyles. CHRIS MERRELL/Contributed

Merrell also found it difficult to keep up because day cares were closed.

“Not having day care made it really hard. It’s hard to multitask like that. I had to transition to being a stay-at-home dad for a 7-month infant,” Merrell said. “That was my hardest pivot, to prioritize my family over my business. I would brainstorm daily about how I could keep BTW going. I even went through the thought of ‘Should I turn my gym into a day care?’”

Ultimately, the fitness coach adapted by closing his boutique indoor gym space but increasing outdoor, socially-distant circuit training classes. Clients brought their own mats and used their own dumbbells or body weights to train. He also focused more on one-on-one training. 

“We all need to be as healthy as possible, because drinking your problems away won’t improve our community and your family. But, sweating your problems away might.” – Chris Merrell, owner of Beyond Traditional Wellness

It wasn’t ideal, but the process helped Merrell reframe how he views and runs his business. Because BTW is a small space, it can be personalized and kept free of others during personal training, Merrell said. He also thoroughly sanitizes each piece of equipment personally after every use. 

“As we reopen, I’m rebuilding in a sense. I’m going to focus more on what’s best —  one-on-ones or smaller groups,” the trainer said. “I’m not gonna try to get 10 people in every time to fill up to capacity. I’m not gonna do that. Instead, I’m offering a light-risk, safe space for exercise.” 

BTW, by design, doesn’t include “membership” or “open gym” use time, which helps limit exposure to others. 

“BTW is structured to be more of a value-based gym than a volume-based gym,” Merrell said. “I want to be able to dedicate time to correct forms, give tips and educate. This could actually be an advantage in the ‘new norm;’ workouts are by appointment only and the environment is controlled.”

While Merrell noted that it’s still too early to tell, he is hopeful that the post-quarantine world may mean he’s busier than before because people will be more comfortable in his small, controlled setting than in a big gym. 

He is offering a “re-grand opening special” since he was only open six months before the shut-down. The first 20 new clients to commit to 10 sessions will get 20 percent off. He’s also opening the BTW space to other trainers who may need a home base, trying to find new clients and business models that allow people to work out, stay within safety guidelines and still allow him to spend time with his son. 

“My mission was always to build stronger, happier and healthier communities through fitness training,” he said. “Nothing’s changed about that.”More information is at www.btwfitness.com or 305-395-2316.

Chris Merrell works out in front of his art in his studio. Merrell has filled the space with motivational pictures and posters to remind everyone to keep a “paradise state of mind.” TIFFANY DUONG/Keys Weekly