Wayfinder Fitness & Nutrition: A Journey of Growth, Rebranding, and Community
Wayfinder Fitness & Nutrition, formerly Refuge CrossFit, has been a successful Palmer group fitness business since 2018, committed to building a positive fitness community. The motto, “We know that better people, by default, make better athletes,” has always resonated with the heart of the business.
In early 2023, Cory and Emily Hubbard learned that Refuge CrossFit’s founders and owners were moving out of state. Intrigued by the opportunity, they quickly reached out to discuss the gym’s future. With their deep-rooted enthusiasm for health and wellness, the Hubbards seamlessly integrated into the Refuge community.
Having dedicated several years to CrossFit, they were passionate about empowering individuals to surpass their aspirations and enhance their well-being. Through their own experiences, they realized the transformative power of a supportive community led by skilled coaches. This inspired them to envision the gym as a “catalyst for change” in the lives of their members.
When it came to making the purchase happen, Emily sought advice from the Alaska Small Business Development Center and worked closely with Trisha Sims, then Mat-Su Center Director and Business Advisor. Trisha’s guidance was instrumental as they navigated the steps to secure a loan and finalize the purchase. Emily and Trisha met several times, discussing essential items like business plan development, industry-specific data related to CrossFit gyms, and financial projections, which made the process move quickly when it came time to connect with lenders.
Emily shared, “Our business advisor, Trisha, was critical in helping us get this idea off the ground. She helped us understand the critical steps we needed to take during each step in the process. She connected us with local lenders, one of whom ultimately funded our business! She provided valuable reviews of our business plan and financial models.”
Since purchasing the gym and rebranding it as Wayfinder Fitness & Nutrition, the Hubbards have gained valuable insights into their community’s needs and the importance of supporting each individual’s journey. Their decision was fueled by a love for fitness, a genuine desire to help others, and a belief that a healthy life starts with movement and foundational habits. They are committed to creating a place where people can feel empowered to take ownership of their health, whether through nutrition, walking, or enjoying regular workouts. Their mission is to make Wayfinder a supportive environment where people can make sustainable lifestyle changes, grow stronger, and thrive.
The rebranding from Refuge CrossFit to Wayfinder Fitness & Nutrition was more than a name change. It reflected their mission and vision for the gym. “Wayfinder” captures their dedication to guiding people through the often complex path of fitness, offering a place where everyone can feel encouraged to grow, regardless of their starting point. The new branding promotes inclusivity, adaptability, and empowerment, making it clear that they are here to help each person find their way.
In addition to the rebranding, the Hubbards partnered with HealthLab Physical Therapy & Fitness. Their team aligns closely with Wayfinder’s holistic view of wellness, offering physical therapy services that complement their training programs. This partnership has been incredibly beneficial for members who need rehabilitation or specialized support, providing a more integrated approach to health and wellness.
Wayfinder’s “Dumbbells and Diapers” class quickly became one of the most beloved offerings. Designed for parents or guardians with young children, this class allows parents to stay active while spending quality time with their little ones. It has created a welcoming and family-friendly environment. It has become a favorite for families in the community, providing a unique way for parents to prioritize fitness and well-being.
Additionally, a new HIIT class will launch on December 2, 2024. This high-energy session is perfect for those who want to fit a powerful, efficient workout into their day. With accessible programming that complements members’ current training, this class will offer another great option to push fitness forward.
The Hubbards shared that for those starting and growing their businesses, “our biggest advice would be to remain flexible and truly listen to the needs of your community. Every decision we’ve made—from rebranding to partnering with HealthLab—has been about finding ways to better serve our members.”
Wayfinder Fitness & Nutrition is located at 1633 S. Industrial Way, Palmer, AK 99645. For more information or to learn how Wayfinder is more than just another gym, visit their website at wayfinderfit.com, or connect with them on Facebook and Instagram.
The original Refuge Crossfit story was published on July 6, 2023.
