The Black Bear Fitness Co.
Story
Five years ago, on the morning of February 27, 2020, I sat in a lawyer’s office, signing the papers to purchase what was then CrossFit Black Bear. Seventeen days later, the gym was empty-equipment borrowed by our members, the space silent. The previous owner looked me in the eye and said, “I’m sorry, Luca, you’re going to lose a lot of money.” But that thought never crossed my mind. I had no clue what it really meant to be a business owner, but I knew one thing-I needed a purpose. Something that pushed me beyond my comfort zone. Something bigger than myself. I’d always been passionate about health and fitness, and I’ve always had a knack for seeing potential in people they don’t see in themselves.
Helping others is what drives me, but I also thrive in chaos-it fuels me. The challenge was, I needed to learn how to channel that drive into something lasting, something meaningful. Owning this business became the most demanding and rewarding experience of my life. Every obstacle forced me to grow, reshaping my perspective and leadership. In those first six months, survival meant adapting-navigating Maine’s COVID restrictions, shifting to virtual training, and holding onto a vision that hadn’t fully formed yet. But everything changed in November 2020 when I joined a gym mentorship program. That’s when I realized I couldn’t just be a coach anymore-I had to become a better leader. If I wanted to create something truly impactful, I couldn’t just offer a place for people to work out. I had to build a gym that delivered real results.
The Turning Point In 2021, we overhauled everything. We introduced structured on-ramp sessions, personalized one-on-one training, and in-depth nutrition coaching-far beyond quick-fix “6-week Challenges.” We implemented Goal Reviews for every member, changed our pricing model to reflect the real value we were delivering, and slowly transitioned away from open gyms and the traditional CrossFit model. Not everyone was on board. Many of our original members-friends, even-walked away. And that stung. But as they left, something else happened: we started attracting the people we were truly meant to serve. People who were ready for a smarter, more personalized approach. People looking for real, sustainable results. People who weren’t just chasing workouts but were committed to transforming their health and fitness for the long haul.
By 2023, our gym had found solid ground. Our team was aligned around a clear vision: helping adults over 40 build strength, move pain-free, and create lifelong habits that actually work. But as we grew, new challenges emerged. My leadership had to evolve. Many of our original staff-former members who had stepped into coaching roles-began reaching their own personal limits in terms of growth and alignment with our mission. Once again, we had to rebuild. This time, though, we did it with purpose. We sought out coaches who shared our vision-not just great trainers, but great leaders dedicated to helping adults over 40 reclaim their health and confidence. The Black Bear Fitness Co. Difference During this shift, we fine-tuned our entire approach. Instead of offering just one-on-one personal training, we embraced a hybrid model: Strength-focused semi-private training for individual attention Targeted group classes emphasizing HIIT and MetCon A focus on longevity-removing high-intensity barbell work that often does more harm than good for adults over 40 This change didn’t just redefine our services-it redefined our culture.
We evolved from a gym where people came to “just work out” into a coaching facility where every client gets the structure, accountability, and expertise they need to succeed. Where We Are Today We specialize in helping adults over 40 break through frustration, rebuild strength, and regain confidence with a smarter, more personalized approach to fitness. One of our clients had tried everything-diets, workouts, quick fixes-but still couldn’t keep up with aging. They weren’t just struggling to stay active-they had stopped caring for themselves altogether. After training with us, they’re not only back on to being healthy-they’re in the best shape of their lives. That’s the kind of transformation we’re here to create. At Black Bear Fitness Co., your progress is the heartbeat of our culture-because every win, no matter how small, matters.
We’re not just another gym. We’re a place where you show up as you are, embrace the challenges ahead, and walk away stronger-physically and mentally. Because health and fitness aren’t about grinding through workouts or cutting calories and starving. It’s about finding the right formula to live better.
Learn About
Our Coaching Team
The coaches at Black Bear Fitness Co are all about helping you move better, stay consistent, and reach your goals. With expert support and real accountability, you’ll have everything you need to succeed.
