GFX

The details are the brand.

I’ve always believed the little things aren’t really little.

The music.
The lighting.
The art.
The equipment.
The way the room feels at 6am.
The coaches who get to bring their own creativity.
The people who walk through the door and somehow become part of something.

None of it is accidental.

I never wanted GFX to be a gym where you come in, work out and leave.

I wanted it to have a personality. A culture. A heartbeat.

A place where you know the people next to you. Where you hang around after class. Where you feel like you belong.

A true third space.

Four years in, I’m still obsessing over the details. Still changing things. Still trying to make GFX more special.

Because I’m not trying to build another gym.

I’m building GFX.

In strength,
Scott

Not every body needs the same workout every day.

Lift heavy. Build endurance. Move better. Find balance. Push your threshold.

Seven different class experiences. One unmistakable GFX standard.

I saw it before it existed.

Before the brick. Before the Edison bulbs. Before the red glow. Before the equipment had its place.

It started as an idea of what I wanted GFX to feel like.

I never wanted to build a room filled with equipment. I wanted to build an experience. A place with personality. A little NYC. A place you wanted to stay after the workout was over.

A true third space.

Looking at the sketches next to what GFX became is pretty damn cool.

First you see it. Then you build it.

And I’m still building.

In strength,
Scott

April was coming to Gemini Fit back when GFX was still just a dream in my head.

So having her here all these years later means a little more.

She’s one of those people who simply makes every room better when she’s in it. She works hard, laughs easily, supports the people around her and brings an energy that you can’t manufacture.

She’s a successful business owner. Strong as hell. Humble as she is beautiful. And somehow she never seems to take herself too seriously.

She came for the workouts.

But somewhere along the way, she found her people.

And we found one of ours.

April, you’ve been part of this story since before there really was a story.

Thank you for believing in me then—and for being part of what GFX has become.

BUILT BY GFX 002.
❤️🖤