Written by Rhiannon Frater
At Extreme Fitness, energy is contagious. Members push themselves harder, staff support one another, and the gym hums with a sense of purpose. Behind it all is Alex Verdugo, the founder and CEO who built the gym from the ground up.
“Being a CEO goes far beyond the title,” Verdugo says. “It’s about inspiring and guiding your team, whether that’s five people or two thousand, and setting an example through your actions.”For Verdugo, success isn’t measured by profits or memberships—it’s measured by impact. “If you can help even one person—or many—make lasting improvements to their health and overall wellness, that defines true success as a CEO,” he explains. That philosophy shapes every corner of Extreme Fitness, from staff culture to member experience.
Many people assume running a gym means taking a backseat, but Verdugo quickly learned the reality is very different. “You wear many hats every day—making sure every guest and member feels fully supported and that their experience is seamless. My goal is to go above and beyond so that anyone who walks through our doors can focus entirely on their workout without worrying about anything else. Success in this role is creating an environment where people feel taken care of, comfortable, and inspired.”
Extreme Fitness started simply as a personal training and group class business. “The original vision was to create a place where quality instruction and results were the focus,” Verdugo recalls. But over time, his vision evolved into a fully equipped destination gym—a community where everyone shares the same motivated mindset. “We’ve worked hard to stand out. Ultimately, what we’re offering goes beyond equipment and classes—we’re selling the energy, the experience, and the sense of belonging that makes Extreme Fitness unique.”
Building that culture requires intention. With a team of 30 employees, Verdugo nurtures personal relationships at every level. “When people feel valued and supported, they give their best, and that energy carries over to our members,” he says. Leadership, he believes, is about fostering respect, motivation, and collaboration that benefits both staff and members alike.
The journey hasn’t been without risks. One of the hardest decisions he ever made was taking a leap of faith with Extreme Fitness. “I invested everything I had, knowing there was no room for failure. If it didn’t work, I would have been financially ruined. It was a huge risk, but it pushed me to fully commit, make bold choices, and ultimately helped the gym reach the level of success and impact it has today.”
Discipline is another cornerstone of Verdugo’s approach. “The one thing we truly own is our body,” he explains. “Seeing someone take care of themselves shows a lot about their character—it demonstrates discipline, focus, and commitment. People who are on top of their physical health often carry that same dedication into everything they do, including their work. That mindset translates directly into being a better CEO.”
Owning and leading Extreme Fitness has also taught him patience, perspective, and the importance of reinvesting in the right things. “I’ve learned that the right solution isn’t always obvious, but if you stay committed, the answer will present itself. Success isn’t about being selfish or chasing short-term gains; it’s about building something that lasts. For example, I recently invested $60,000 in new equipment because I know investing in the right resources and people always pays off tenfold.”
His advice for aspiring leaders in the fitness world is simple: “Take your time and do it right. There’s always risk, especially if you aim big, so be deliberate in your decisions. Trust your intuition, and never let a ‘no’ stop you from reaching your goals. Remember, behind every five ‘no’s’ is a ‘yes.’ Stay persistent, stay focused, and keep moving forward.”
Through calculated risk-taking, personal discipline, and a relentless commitment to his team and members, Alex Verdugo has built Extreme Fitness into more than a gym—it’s a culture, a community, and a testament to what leadership with purpose can achieve.
