April 24, 2017

Meet Jason Zagami of CrossFit SBF in Metro-West and South Shore

Local Stories

Today we’d like to introduce you to Jason Zagami.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I started in the fitness industry in 1999 right as I graduated Needham High. I was sick most of my childhood and needed a way to become strong and healthy and gain weight. A close friend got me into weight lifting.

After college, I grew my small personal training venture (Solid Body Fitness) into a full-time company with 16 employees. We did personal training, classes, and membership services and ran a juice bar at a few local gyms.

Within a few years, I outgrew the gyms I was operating out of and needed my own space. So I built a facility in Readville focused on semi-private training for athletes. During this time I had traveled the world working and learning from the best.

I trained with the Israeli Special Forces in the Middle East, I trained with Rob (Maximus) MacDonald at Gym Jones in Utah, and I became a board member of USA Track & Field New England.

Providing a great service, at a reasonable cost, in a group setting was winning combo. Through the recession of 2008, I was doubling membership year after year. By 2011 we had outgrown the 2,500 square foot facility in Readville and built out a 10,000 square foot facility in Dedham next to Legacy Place.

This eventually became CrossFit SBF.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Oh, no. I’ve been in business through three huge economic downturns. 2001, 2004 and 2008. Those were tough times. Luckily I never took on debt and ran lean. Constantly reinvesting to grow. I watched countless gym close during those times. They had big overhead and debt which buried them things got tight.

It’s been a constant struggle to find the right employees, cultivate the right culture, and stay ahead of trends. Three years ago I took a risk and built a beautiful health club so we could focus on corporate fitness programs.

We couldn’t make it work. That was a hundred thousand dollar mistake. But I never took risks big enough to sink me, I’ve always been conservative.

Alright – so let’s talk business. Tell us about CrossFit SBF – what should we know?
I’ve always been attracted to the luxury markets. It’s not easy to be the best at something. My gym has always focused on being the cleanest, having the best coaches and equipment so people see the value in paying a premium.

We’re not your dirty warehouse eye of the tiger CrossFit. We’re a gym for upper-middle-class and upper-class families who work hard and deserve an amazing experience.

We focus on safety over competitiveness. We don’t have athletes competing in the CrossFit Games. Instead, we put emphasis on technique, form, and safety.

I’m most proud of the community we have built. I love working out with my members on a Friday night and then grabbing food and drinks. It’s the best feeling in the world.

Is there a characteristic or quality that you feel is essential to success?
Hard work. It sounds like a lame answer but it’s the truth. It’s not just showing up either.

I’m constantly searching for ways to improve. Learning wherever I can and applying it.

Next, it’s choosing the right employees. I have amazing employees who make the gym what it is. Anytime in the past where the gym wasn’t going great, it was because I hired the wrong people. Now I know what to look for.

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