How I Built TS Fitness into an NYC Boutique Favorite
By Noam Tamir, CEO & Founder of TS Fitness
From Crunch to Community: My Origin Story
Back when I was a master’s student at NYU and working as a personal trainer at Crunch Fitness, I realized something big: I didn’t just want to help people exercise—I wanted to create a true community. Inspired by my athletic upbringing and a childhood defined by service-focused hospitality, I founded TS Fitness on Manhattan’s Upper East Side in 2011. What started in a modest 1,000‑sq‑ft space has grown to a 2,000‑sq‑ft powerhouse that serves around 160 members today.
The Secret Sauce: Small Group Training + Shared Values
I found my niche in the small group personalized training model—small groups of up to six people that blend personalized coaching with energetic group dynamics. Launched in 2013, this format lets members enjoy a tailored experience at a friendlier price point, while also offering me scheduling flexibility and stable revenue .
But it isn’t just our workouts that keep people coming back—it’s the community. Our sessions start with warm-up icebreakers, and every coach is vetted not just for certifications, but for being a humble, team-focused “certified good person” .
A Workout That Evolves Along With You
TS Fitness s follows a monthly programming structure that keeps things fresh and effective. Each session starts with foam rolling and mobility drills before moving into structured strength blocks—usually a lower-body exercise followed by an upper-body one—wrapped up with a metabolic finisher.
Every month we refresh the program to avoid plateaus and promote progressive overload—a cornerstone of real physical progress.
The Membership Mix: Who We Train
Our core demographic is women aged 30–50 (about 70%) across all fitness levels—from absolute beginners to seasoned lifters. Many come for the fitness, but stick around for the sense of community and empowerment the space offers.
Fitness in NYC: Where the Real Challenges Lie
Operating in New York means PSFA (Permission‑Slips For Affordability) are nonexistent. High turnover, stiff competition, and steep overhead costs force constant innovation—from referral drives and digital ads to monthly challenges, local partnerships, and a very fine-tuned retention strategy.
And through it all, I’ve maintained a bootstrapped, single‑location model—a rarity in this market. Today, we serve a seven‑figure business that supports our staff, our vision, and the ever‑evolving journey of our members.
Why It’s Called TS Fitness… and Why It Works
“Together Stronger” isn’t just a name—it’s the heart of our philosophy. Our semi-private sessions forge stronger bodies and tighter social bonds. And those bonds? They’re what keep people coming back.
Final Thoughts
Building TS Fitness has been no easy feat—but it’s proof that in today’s fitness world, community-first, coach-backed, small-group training is a winning formula. It’s how a studio can thrive even in the fiercest markets—and, most importantly, how lives get changed one rep at a time.
👉 Read the full interview on Athletech News »
