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OPERATOR INDEPENDENT


david cross


A former corporate fi nancier, Cross turned his life around and went from weighing 137kg to just 68kg. He trained as a personal trainer and launched EVO Fitness in Cape Town in August


Could you take our readers briefl y through the history of Evo Fitness? The inspiration behind EVO came from the US, where many strength and athletic conditioning facilities are opening up and offering something completely different from your run of the mill fi tness facility. It was conceptualised by me and my business partner in January 2009 and – after a lot of ups and downs, setbacks and changes of plan – we opened our doors to the public on 2 August this year. We wanted to provide a facility that would expose some of the sharp edges again. A facility where, no matter what exercise you do, you have to be involved – you can’t just switch off and go through the motions.


What does the club offer? EVO Fitness’ main emphasis is on results, plus a huge element of fun, whatever your goal, whatever your level. Our equipment is incredibly functional and can be utilised for high-end athletes, weekend warriors or anyone wanting to make their fi rst step towards a healthier self. We aim to be as holistic as possible with our approach to getting results, taking into account lifestyle, work, nutrition and so on, all of which impact on how successful people will be.


And the future plans for the brand? At the moment we’re concentrating on our core business in the gym, but we will


be looking to expand: EVO online training, EVO workout DVDs, EVO clothing, EVO supplements, EVO equipment, EVO outdoor, EVO franchise and so on.


What was your fi rst job in fi tness? My fi rst job was working for Virgin Active SA as a part-time lifestyle consultant in Cape Town while studying to become a personal trainer.


What motivated you to get fi t and lose all that weight? After a drunken night out with a friend, who told me how fat I was and that I would never change, the penny dropped and I had a total mind-shift. So it was that, combined with the fact that I’m incredibly competitive and stubborn! I hired a personal trainer, started to use my gym contract and started on the adventure of a lifetime.


What’s the number one weakness in the fi tness industry? I’m not sure I can give one particular weakness, but I do think there’s a huge amount of accountability missing in the industry, especially within membership gyms and personal training. Big membership gyms aside, there are vast numbers of trainers who just randomly go from session to session with clients. No measurements taken, no periodisation, no goals, no accountability! How are you supposed to keep clients motivated about exercise, eating properly and changing their lifestyle when you can’t physically show them progression?


What’s your favourite motto? Je Suis Prêt – I am ready!


Cross at work at the Evo Fitness club october 2010 © cybertrek 2010


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