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Core Progression Elite Training

Core Progression Elite Training
Core Progression Elite Personal Training 
Owner: Jon Cerf
Story By: Ron O'Herron
Photography: Provided by owner  


In 2006, Jon Cerf was graduating from Baylor University, working part time at a fitness center and had plans to go on to Med-School.  He had done some work in the landscaping industry when he was in high school and had somewhat developed a fondness for the freedom of being involved independently in business.  But something happened while working in the fitness world.  The bright light of inspiration went off and he kept wondering how, could he make things better for fitness clients.  Noticing that people working out often had no direction or focus with their workouts and often when talking with them, they were not sure what they really needed.  Bingo…thus was born the idea and operational structure for Core Progression Elite Training.  Giving up Medical School, much to the dismay of his parents, Jon, at the age of 23, rented a small facility and opened the doors in 2010.  

The focus at the start, which has continued over the past several years, has been to make fitness training better than competition and focus on personal programs that deal with both physical and mental health and well-being. During the initial years, the business added both hair care and tattoo services as an added income source.  Moving forward, Jon eliminated those services and began to truly focus on the needs of the clients as they relate to fitness.  Besides customized personal training the business currently offers massage therapy, chiropractic service, physical therapy and weight loss-nutritional programs.  Clients do not come in and workout on their own, but rather have a scheduled custom program with a personal trainer that is designed to meet the needs and goals of the client.  This is one of the unique concepts that set’s the business apart from traditional fitness centers.

Like any business experiencing growing pains, Jon felt a need for outside advice and contacted the SBDC.  With a desire to expand operations and establish multiple sites, both corporate ownership and franchising was researched and discussed.  Jon stated that the SBDC Consultant offered sound advice and served as a good sounding block for ideas related to the growth of the business as well as some personnel management issues.  Jon chose the path of franchising and currently has three corporate owned locations, ten franchised locations.  All of the corporate locations are in the Denver area with active franchise locations outside the Denver area and in Texas, Las Vegas, Fort Lauderdale, and Miami.  A detailed and active website has created significant interest in the franchising concept.  Jon spent a lot of time, research and capital in developing the franchise program, which includes the requirements of the franchisee as far as location, required capital and personal financial status.  Utilizing meetings with the SBDC Consultant, who Jon plans to continue to work with, a Real-Estate Group in Dallas, a detailed Operational Manual and Web-Site, an Equipment Supplier in Denver and a solid employee selection process has enabled Core Progression Elite Training to enjoy structured profitable growth and create twenty corporate employee positions as well as the additional people employed by the Colorado franchise locations.  Jon said his five year goal is to have a total of fifty locations, both corporate and franchise locations.