Since buying Refuge CrossFit over a year ago and rebranding it as Wayfinder Fitness & Nutrition, we’ve gained valuable insights about our community and what it means to support each individual’s unique journey. Our decision to buy the gym was fueled by a love for fitness, a genuine desire to help others, and a wholehearted belief that a healthy life starts with movement and foundational habits. We wanted to create a place where people can feel empowered to take ownership of their health, whether through nutrition, walking, or finding joy in regular workouts. It’s our mission to make Wayfinder a supportive environment that enables people to make sustainable lifestyle changes, grow stronger, and thrive.
Rebranding from Refuge CrossFit to Wayfinder Fitness & Nutrition was more than a name change; it was a reflection of our mission. “Wayfinder” captures our dedication to guiding people through the often complex path of fitness, offering a place where everyone feels encouraged to grow, regardless of their starting point. The new name and branding are designed to promote inclusivity, adaptability, and empowerment, making it clear that we are here to help each person find their way.
We also decided to bring in HealthLab Physical Therapy & Fitness as a partner. Their team aligns closely with our holistic view of wellness, offering physical therapy services that complement our training programs and allow us to serve our members more comprehensively. Having HealthLab under the same roof has been incredibly beneficial for those who need rehabilitation or specialized support, providing a more integrated approach to health and wellness.
Our “Dumbbells and Diapers” class has quickly grown into one of our most beloved offerings, designed for parents or guardians with young children. The concept came from recognizing how many parents wanted to stay active while still spending quality time with their kids. This class allows parents to work out alongside their little ones, creating a welcoming and family-friendly environment. It’s heartwarming to see the energy and support this class fosters, and it’s rewarding to know that it’s become a favorite for families in our community.
We’re also excited to introduce a new HIIT class, launching on December 2 at 1:30 PM. This high-energy session is designed for those looking to fit a powerful, efficient workout into their day. With accessible programming that fits into our members’ current training, this class will offer another fantastic option for members to push their fitness forward.
For other small business owners, our biggest advice would be to remain flexible and truly listen to the needs of your community. Every decision we’ve made—from rebranding to partnering with HealthLab—has been about finding ways to better serve our members. Our mission is to make Wayfinder Fitness & Nutrition a place where everyone feels supported, empowered, and inspired to reach their best selves.