In the West Michigan Is Going Places series, we are talking with local business owners and community leaders about their business successes and challenges and highlighting the resources available in the West Michigan business community.
In this interview we talked with Nick Klein about his private gym and premier personal training company, Body by Choice Training. Nick’s vision is to teach people how to cultivate the gift of life using personalized fitness and care.
CC: Could you tell us a little about what your business does and how it got started?
Nick Klein: My business, Body By Choice Training, serves as a wellness center dedicated to providing customized fitness and nutrition programs tailored to the distinct needs of each client. This journey began after my graduation from Central Michigan University, where I earned a degree in health fitness with a focus on preventative and rehabilitation strategies. My career took off at the Michigan Athletic Club (MAC), where I quickly built a devoted clientele that led to my transition into full-time training. The closure of MAC in 2013 opened the door for me to pursue my dream of establishing a specialized wellness facility.
The name “Body By Choice” encapsulates the vital importance of making conscious decisions along one’s health and fitness journey. One of the toughest hurdles many face is simply taking that first step toward change. Drawing on my strong athletic background and insights from experts in strength conditioning, manual therapy, and performance nutrition, I aimed to create an approach centered around individualized training in an exclusive environment, rather than conforming to popular group classes. At that time, group fitness was trending; however, I wanted our services to be distinct.
I firmly believe that effective training goes beyond just physical activity; it requires developing personalized plans that consider each individual’s unique strengths and challenges. To maintain this high standard of service, we conduct comprehensive assessments—including health interviews and structural balance evaluations—before crafting an all-encompassing 12-week program that integrates both training and nutrition. This structured periodization helps clients achieve specific goals like weight loss or increased strength while fostering long-term commitment throughout their journeys.
Our primary demographic includes individuals who may struggle with implementing resistance training due to age-related issues or previous injuries; although we primarily work with clients over 45 years old, we also have serviced professional athletes and younger adults eager for a comprehensive approach to their fitness goals.
Our mission is to cultivate the gift of life through personalized fitness and nutrition practiced with core. We specialize in incorporating strength training techniques designed not only to improve quality of life, but also promote longevity and enhance performance. As our clients embark on their journeys with us, we commit ourselves fully: offering encouragement as coaches, a mentor’s support, constructive feedback as critics, and unwavering friendship throughout every step—we’re truly in this together!
How has your business changed since you first started out?
Nick Klein: Since starting out, our business has undergone significant changes. Initially, it took time to build traction and establish a reputation in town. I began the company in a more affordable facility near Burton and 28th Street with just one other employee—who is still with me today. While I had invested heavily in my own skills related to strength and conditioning, nutrition, and manual therapy techniques, I quickly realized that I greatly lacked knowledge about running a business.
In the early days, I wore many hats—handling marketing, sales, financial tracking, HR policies, and of course, training clients. However, after a year of this exhausting approach and facing financial strain, it became clear that something needed to change.
I shifted my focus towards learning more about business management and building a strong culture within my team that aligns with our mission. This transition allowed me to delegate tasks that I didn’t enjoy as much and helped us gain momentum.
Along the way, I was fortunate to catch some breaks; I believe the good Lord placed people in my life who have helped tremendously. This support encouraged me to fully commit to moving our business to a better location off East Paris and Lake Drive within a medical facility—a significant upgrade from our original space.
These adjustments have not only enhanced our operational effectiveness, but they have also facilitated easier access to our target market thanks to improved proximity.
What makes you passionate about what you do?
Nick Klein: My passion for what I do stems from a deep desire to help others achieve their health goals and lead fulfilling lives. Health, fitness, and athletics have always been integral parts of my identity, and I couldn’t envision a better career that allows me to utilize my skills while making a meaningful impact.
I am particularly passionate about the mission and vision of Body By Choice Training, which have shaped our core values:
– Integrity: I believe in embracing honesty in all aspects of life.
– Excellence: Striving to exceed standards is essential.
– Education: Continuous learning is vital to better serve our community.
– Passion: Sharing our love for what we do fuels our work.
– Family: Building a supportive community around health and well-being enriches our lives.
Ultimately, I am committed to doing right by our clients, trainees, and coaches because we will leave behind a legacy through their stories.
How has being here in West Michigan helped your business?
Nick Klein: Operating a business in West Michigan has been a tremendous advantage due to its dynamic and growing atmosphere. The shifting seasons deepen the enjoyment of our stunning summers and autumns. Grand Rapids has seen remarkable expansion, opening up new avenues for businesses to thrive. I remember when I was young, the East Beltline was just a single lane! Moreover, being close to major cities like Chicago and Detroit, combined with easy access to the Great Lakes and the attractions of northern Michigan, makes this region truly unique among states.
What’s your approach to customer service and connecting with the community?
Nick Klein: Our approach to customer service is centered around genuine care and connection with the community. We believe that people are more interested in how much we care than just our expertise. At Body By Choice, we aim to foster a community that celebrates health and life together. Additionally, we prioritize giving back by supporting various organizations, such as local police and firefighters, Mel Trotter Ministries, Kids’ Food Basket, Goodwill, New Growth Project, veterans’ initiatives, and natural disaster relief efforts. We actively seek out community service opportunities to strengthen our ties and make a positive impact.
How do you plan to grow or adapt your business for the future?
Nick Klein: To grow and adapt our business for the future, we have outlined several key strategies. Our top priority this year is to foster a positive working culture and team alignment that drives meaningful change in the community. To support our continued growth, we plan to expand our current team of 15 members. This will allow us to enhance our capabilities while enabling me to focus more on networking, exploring expansion opportunities, and aligning with our company aspirations.
We are also considering innovative offerings such as travel trainers paired with online training programs and forming a corporate wellness team. Furthermore, we’ve recently opened a recovery center adjacent to our training facility, emphasizing the importance of ongoing recovery methods like fascia stretch therapy, red light therapy, body tempering, positional isometrics, and deliberate low-intensity movement routines using controlled articulate rotations.
By implementing these initiatives, we aim not only to meet current demands, but also position ourselves for sustained success in the future to do well in our sector.
Are there any local organizations or networks that have been particularly helpful for you in building your business?
Nick Klein: Yes, several local organizations and networks have been particularly helpful. The Chamber of Commerce played a significant role in the early stages by providing valuable resources. Additionally, the Michigan Fitness Association has been a terrific resource, offering grants that have aided in expanding our resources. Corporate Conversations has also contributed by enhancing our brand recognition in the community through their marketing efforts.
Dr. William Baer has also been an important individual who has been a tremendous support. Dr. Baer is one of the smartest people I’ve had the honor of meeting, and he’s an even better person. I truly appreciate our partnership with his concierge medicine practice.
Nonetheless, I truly believe our customer base has been our greatest source of support. It’s often said that we are the average of the five people we spend the most time with, and aside from my family, I dedicate a significant amount of my time at work with clients or focusing on the business. We’ve had the privilege of partnering with some of the most successful individuals and organizations in our community. Over my 11 years at Body by Choice, these interactions have offered me invaluable insights drawn from their extraordinary journeys and achievements. These experiences have not only shaped my growth as a business professional, but also enriched my personal development. The relationships we’ve built with our clients have played a crucial role in inspiring various business ideas that have contributed to our success.
