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The Voice of the Black Community


Computerized ‘smart gym’ concept debuts in Durham
Published Tuesday, September 3, 2019
by Staff Reports

DURHAM – New Durham resident James Butler will soon introduce a high-tech fitness studio concept of a “smart-gym to residents of Southwest Durham, part of Chapel Hill and Research Triangle Park area.

Butler opened his first location of The Exercise Coach at 7080 NC Highway 751, Suite 105 on September 4. He purchased another location in Apex that is slated to open next year, with an option to buy two additional locations.

Outfitted with high-tech computerized machines instead of traditional equipment, The Exercise Coach offers personalized programs optimized for efficiency, resulting in only two 20-minute workouts per week that can’t be matched in effectiveness with even seven days a week of traditional activity-based exercise. The national franchise offers a unique, comprehensive approach to fitness designed to be the perfect fit for anyone, regardless of current fitness levels. The Exercise Coach combines bio-adaptive exercise technology with the guidance and encouragement of certified coaches. The studios create an exercise experience that blends personalized strength and interval cardio training in each session.

Butler was a sports reporter with WCHL in the early 2000s and later relocated to the Raleigh area to become the director of operations for a health care company that helps people with chronic or terminal illnesses. Over the last few years, James was encouraged by friends and family to use his skills and talents to be his own boss and create his own culture. So he looked at franchise opportunities and decided to move back to Durham.

As a former athlete and background in health care, he sought an opportunity with a health/wellness-related franchise. Butler had several injuries over the past 5 to 10 years and was concerned that he would have to give up exercise. When he joined The Exercise Coach as a client and had fantastic results, it made sense as a business model.

“I chose The Exercise Coach franchise because it is specifically designed to help alleviate and reverse signs of aging, and works with an underserved demographic that I am already in and uses patented technology with a one-on-one relationship between a trainer and the client.”

Over 120 million Americans say they “know they need exercise and wish they participated more." The Exercise Coach uses its technology to capture the more reluctant exercise consumer — people who are either too busy to spend a great deal of time at the gym, dislike the gym scene and/or are afraid of injuring themselves. Rather than use their proprietary technology competing with other gyms to court the most athletic people, The Exercise Coach offers privacy, convenience, personalization, efficiency and guidance to change the quality of life for people who are less familiar with fitness successes.



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