Jennifer Poff Cooper
Contributing writer
Owner Ashley Jones (center) and CrossFit Level 1 Trainers Tricia Hepler and Jay Mathis can now be found at CrossFit Christiansburg at 492C Kiwanis Lane.
The New River Valley’s newest fitness facility, formerly New River Barbell, has become a certified CrossFit location, now CrossFit Christiansburg. Open for three months, it specializes in functional fitness and strives to develop well-rounded athletes through coaching, motivation, hard training, and community.
Owner Ashley Jones said she decided to open the business because of how CrossFit had helped her – with fitness, with her mental state, and with weight management – and she wanted to bring the same benefits to other people. She could also see the growth potential in the CrossFit brand.
Jones rented the space at 492C Kiwanis Lane (behind Southern States but accessed via Reading Road) because it was close to the CrossFit NRV location at Hawkeye Hall, which closed when the owner moved away, so it was easy for people to find. The cheap rent didn’t hurt, either. Mainly, though, the size of the facility was more conducive to workouts than the smaller space at Hawkeye Hall.
The principals in the business – Jones, Tricia Helper, Jay Mathis, and Jeremy Kenney – are all CrossFit Level 1 Trainers with varied backgrounds.
Hepler, a high school French teacher, developed a passion for working out at CrossFit; she said she is excited to show people how “it’s not just a workout but part of a lifestyle.”
“Fun” was a word that both Helper and Mathis used in describing workouts at CrossFit. Mathis’ background is as a certified functional fitness instructor in the Navy. At CrossFit, he found camaraderie and relationships akin to those in the military, as well as the accountability he wanted to restore his fitness level after leaving the rigors of the armed forces.
The group came together at CrossFit NRV and shares common aims for the new business. Mathis said the benefits of functional fitness in a group environment are proven, and that the coaches there have seen people come back from “unhealthy places” such as chronic depression and chronic pain.
‘Functional fitness’ means that the exercises are based in everyday life – improving areas such as strength, endurance, and joint health.
“Every movement, every exercise has a purpose,” said Mathis. Plus, everything is scalable to any fitness level or age. While there is a whiteboard with members’ statistics displayed for some healthy rivalry, participants just try to get better every day instead of competing with other people.
The most popular program is the Workout of the Day (WOD), a unique workout that targets different areas of fitness and is different every day. Because of this variety and because of having a daily plan, as opposed to participants not knowing what to do, much of the membership is dedicated to getting to the facility every day.
A huge benefit of CrossFit over a traditional gym, said Mathis, is the person-to-person coaching to train and encourage members without the expense of a personal trainer. The services of a certified coach are included in the membership fee.
“You are never alone,” he said.
Mathis said rates are set to draw in as many people as possible, to make fitness accessible. Prices are $80 for individuals or $140 for couples with unlimited access, $60 for an 8-visit punch card, and a $10 drop-in fee.
The marketing plan is in its infancy. Up until now, Mathis said, it has mainly consisted of word-of-mouth, and feedback has been positive. Many members from the former Hawkeye Hall location have transitioned with the crew to CrossFit Christiansburg.
Hepler said the future plan includes a website, social media, and advertising. In the short term, she said, the goal is to increase membership within the current space.
Mathis added that they hope to draw in first responders and the ex-military market, as well as have a community involvement push. The five-year plan includes having CrossFit Christiansburg be a staple in the community.
Of course, a business wants to make a profit, but this group has loftier goals as well.
“Our vision is to help people change their lives,” said Mathis.
CrossFit Christiansburg is hosting a special day on Saturday, September 23, with an open workout from 9-10 a.m. followed by a free picnic / open house. The public is invited and can visit crossfitchristiansburg.com for more information.
