Dig Deep: New Roots Fitness Co. promotes the health and wellbeing of the Flagstaff community |
Coddington consciously dodges the trendy workout challenges and quick weight loss fads that dominate the messages of mainstream fitness ad campaigns and chain gyms, and instead returns to the basics of exercise, diet and lifestyle.
“I was a personal trainer at a large corporate gym in Phoenix and found I didn’t like the atmosphere, so I decided to open my own space,” he said. “It was all about the quick diet or some kind of results-driven weight loss challenge that doesn’t work or makes you healthier. The biggest loser was really there and I was like, ‘What’s the opposite of all of this?’ “
Instead, Coddington and his team are removing the swanky fitness buzzwords and instead focusing on bringing training back to its roots while cultivating a strong sense of community.
As has been the case with many gyms in the country and around the world, the COVID-19 pandemic forced New Roots to close temporarily. Classes were moved online, then later outside and adapted to New Roots; but many of its members lost their jobs or had working hours cut and could no longer afford their membership. So New Roots gave those affected free memberships while other members stepped in and offered to pay their classmates’ monthly expenses.
“It was amazing the community during that time,” says Coddington. “Big gyms will never be able to do what we do to build community without saying they can’t, but one thing is for sure – especially in a city like Flagstaff – we can have a truly loyal close community of people and that is so important to us. “
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