Vail Daily Bizwatch: Crosstraining Fitness is more than a gym |

Vail Daily Bizwatch: Crosstraining Fitness is more than a gym

Daily staff report

Business name: Crosstraining Fitness of Vail.

Location: 41199 U.S. Highway 6, Eagle-Vail. We’re behind Beaver Divers, next to the Colorado State Patrol office.

Date opened: Aug. 1, 2011.

Owners: Melissa and Samuel Matthews.

Contact info: Call 970-270-6515 or email

What goods or services do you provide? We offer group fitness classes, open gym options, an Olympic lifting program, personal training, sport-specific coaching, endurance coaching, kid’s fitness classes, nutritional coaching and more.

What’s new or exciting at your place? Our location! The new location offers more space, which we have filled with new, fun equipment, including monkey bars, more exercise bikes and an Olympic lifting room.

What strategy do you use to differentiate your business from your competition? Our gym is so much more than a gym, it’s a community. Our members say often that our very effective workout program is of course important, but just as important are the friends that they have here. We celebrate life events together, we go on adventures together, we help each other move, we help with each other’s kids and dogs and we are simply always there for each other. Our family friendly environment means that couples can work out together while their kiddos play.

What philosophy do you follow in dealing with your customers? What can your customers expect from you? Our primary concern is helping our customers achieve their goals. We can adjust our general fitness program or class to fit their lifestyles. Current and past members have seen gains in their favored pastime or sport after a few months of consistently following our crosstraining programs.

Once you become a member of CFV, you become a member of our family. We have so many extracurricular activities to be a part of: trail work, softball team, fitness competition teams, ski days, fly fishing excursions, and so much more. Our customers know that we are here for their well being and can expect us to sense what they need. Ultimately, our customers expect us to ensure their safety while being pushed harder than they can push themselves alone — to help them to be better than they were yesterday.

Tell us a little about your background, education and experience: Our main coach is Sam Matthews. Sam has been in the fitness industry since 2003. He started his internship at CrossRoads Fitness Center in Grand Junction. He worked as a personal trainer there until 2006. During that time he was responsible for meeting with new members and writing out specific programs based on their goals.

Sam has coached four CrossFit Games athletes, competitive Olympic lifters, and local competitive ski racers, mountain bikers, soccer players, and football players. Sam is also a local Little League coach.

Sam’s wife, Melissa Matthews, assists with coaching and takes care of all administrative tasks for the business. Being married to each other for 14 years and business partners for over half of that time, means that is truly a family run business. Their two sons, Alex and Harding and their dog Thunder are usually on hand — sometimes to help out, but usually to keep people smiling.

What is the most humorous thing that has happened at your business since you opened? Each year, we host a Barbells & Brews for Boobs breast cancer awareness fundraising event in October. We look forward to the fun costumes that the competitors and spectators wear. So far, the best has been when one of our strongest guys did the workout wearing a strapless, bright pink bra! It was priceless. It always puts a smile on everyone’s face to see big, tough guys running down Highway 6 in bright pink bras.

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