Reborn Business Proving Sweat is Far From 'Outdated'

Fitness and athletic prowess are often defined by the ability to power through a seemingly insurmountable wall or challenge, so it’s fitting that members and employees of Fitness Revolution haven’t let a little thing like the abrupt closure of their gym stop them.

Out of the sweaty ashes of a business deemed "outdated" by its owner comes The Sweatshop, a new North Hampton gym opened and run by former employees and members of Hampton's Fitness Revolution just weeks after they found themselves looking for a new home.

"I always had a dream of opening my own club," said Danielle Hornsby, a former manager at Fitness Revolution — or FitRev — and the owner and creator of The Sweatshop. "I had an idea of what I wanted to do in my head. When I heard the club was shutting down, I was able to put all of that into action pretty fast.

"To our members, it's not just a check they give to us instructors, so it was really devastating to feel like we weren't going to see them anymore. We're not exactly the type of people who would give up. It was really sad in there for a couple of days after getting the announcement, but we weren't just going to lay down and find another gym. We had worked together for so long."

Fitness Revolution closed on May 6, and Hornsby said "everyone was shocked." Almost immediately, various members and instructors began using a newly-created Facebook page to organize group fitness sessions in local parks as rumors began to swirl about Hornsby's plans.

The Sweatshop officially opened exactly two weeks ago, only eight days after Hornsby got the keys for the 18 Lafayette Road, Unit 10, building — which once housed FitRev years ago when it was under a different name and owner, according to Hornsby.

The ideology is very much the same to what Fitness Revolution excelled at and was known for, according to Hornsby: group fitness. Hornsby said that model is far from "outdated," as she said the industry is trending toward a specialization in small group training and away from massive gyms with a buffet of offerings and equipment.

Hornsby said small groups provide athletes of varying fitness levels a machine-free chance to interact with others more closely, which she said creates an atmosphere that makes them more invested in the overall experience and more dedicated and accountable to their results.

"There are no machines here," said Hornsby. "You can't just come in and walk on the treadmill for an hour with headphones on. I want that experience where people are working together. To me it doesn't do anyone good when people walk in and feel disconnected and just hop on a bike and don't talk to anyone. That doesn't change anybody's life. That doesn't make them any fitter. I wanted to facilitate the whole family atmosphere and, most importantly, make sure people are successful."

Part of the way The Sweatshop caters to the "whole family atmosphere" is by its built-in daycare program so parents can work out and not have to worry about what to do with their children during that time, said Hornsby, a mother.

All of the instructors at The Sweatshop came over from Fitness Revolution, so many of the faces are familiar. That familiarity doesn't just stop with the staff, though, as roughly 75 percent of the membership — the levels for which have vastly exceeded Hornsby's expectations so far — is composed of Fitness Revolution members.

Many of the programs, minus cycling and one-on-one personal trainer offerings, are the same or similar to those at the now-defunct Fitness Revolution. More information on the classes and programs can be found here.

Hornsby said she couldn't speak to any of the rumors and speculation surrounding Fitness Revolution's closing due to the fact that she left the company roughly six months before its closure, although she said FitRev President Oliver Cuell has been "really good" about reimbursing all of his memberships and fully paying his staff.

A lawyer was involved in Fitness Revolution's shutdown, and Cuell and his lawyer haven't responded to requests for comment since the May 6 closure.

Regardless of how that business closed, though, Hornsby said her focus has been and will continue to be on giving her friends a comfortable place to continue working toward their goals.

"I wanted to make sure they were treated right," said Hornsby. "At our gym, people care about you. We want you to succeed. You're hanging out with your friends and getting results. It's just a different atmosphere than any other gym. It's hard to explain. It's like a family."

More information about The Sweatshop can be found on the company's website, and testimonials and additional information about the business can be found on its Facebook page.