Today we’d like to introduce you to Ben Jocz.
Thanks for sharing your story with us Ben. So, let’s start at the beginning and we can move on from there.
Black Wolf was created out of necessity. People are lacking hope for a better life and the health and wellness industry is perfect for fixing that. When people grow stronger and healthier they are happier and more productive. Fundamentally it is a lack of education that is preventing this from being the norm. On top of that, depending on the neighborhood, there is an abject lack of access. We opened our doors in 2014 in Houston’s Lindale Park neighborhood. We were the only fitness business in the area outside of the local YMCA. Not only were we having to educate people on what CrossFit is, but we were having to take it down to the fundamentals of what fitness is. And never mind asking them about what it means to eat healthy.
But that was the need we are looking to meet. And as a result, our community is full of amazing people with their own amazing stories. Whether it is reducing their medication (or coming off it entirely), or it is losing a ton of weight, or feeling happier, or discovering what it means to feel good for the first time in a long time, we have been so lucky to provide opportunity to quite a few people who may not have otherwise found it.
We now offer two programs so that everyone can find something that works best for them. Whether it is financial consideration or preference on workout style, we always want to be available to help people be better.
It has been 3 years and we now are in a gorgeous 10,000 square foot space backing up to the beautiful Montie Beach Park on the Eastern edge of the Heights. As a result, our community has grown even more diverse.
Has it been a smooth road?
No. Not at all.
When Black Wolf CrossFit opened, I was making many of my decisions based on emotion due to my exit from a partnership at another gym I helped build. As a result, I did everything form rush into a lease that was too expensive to choose the property that lease was tied to even though it did not fit our needs. We had a 7,000 square foot building with only 2,000 square feet that was ideal for a gym. And we only had 9 parking spots. On some nights you would see cars parked 300 meters down the neighborhood street. Although we never heard a complaint from our amazing athletes, I knew it was an inconvenience that should not have existed.
CrossFit is traditionally affluent and white. We are not. This is a blessing, but it forced me to adapt our strategy. What works in Memorial or in the middle of the Heights (the first I managed for the owner and the second I opened with partners), does not necessarily work in a multi-cultural neighborhood. But now you are as likely to hear cambia music at our socials as the newest rap or pop track. And instead of hot dogs and hamburgers, I can almost guarantee the grill has fajitas from Matamoros Meat Market.
I have lived in my gym twice now. The first was when we first opened. The building was not climate controlled, but an athlete gave me a mobile AC unit he was no longer using. Since the space was too big for the small unit, I used a tent inside the building to try to trap as much of the cold air as possible during the night. It was just my dog and me. I was bathing in a bucket and cooking on a camping burner.
Now that we have grown into a new space, I am back living in the gym. I have AC now, but I don’t have a shower. So, the bucket returns. I wouldn’t have it any other way. And my dog has bigger yard than he would have somewhere else.
So, let’s switch gears a bit and go into the Black Wolf CrossFit story. Tell us more about the business.
We are known for the quality of our coaching and our priority of connecting with every person that passes through our doors, whether they are just visiting, or they are staying for a while.
I have fired more coaches than most gyms have ever hired, and I am only proud because my current team has truly earned their way to the top. The coach athlete relationship is sacred. There is so much intimidation when it comes to fitness and the responsibility falls on the shoulders of the coaches to lower that barrier as much as possible. We can debate whether fitness is too expensive or whether you are too busy. But I refuse to give someone a reason to fear getting started. I want to make it as easy and enjoyable as possible.
All too often fitness is relegated to being something that does not require true expertise. Delivering an all-around experience is a novelty. It is difficult to find somewhere that welcomes you from the minute you step foot inside and then also coaches you and asks you about your goals and where you want to be in the future. That is what we do. We are in the business of connection and impact.
How do you think the industry will change over the next decade?
CrossFit specifically is already undergoing a change. As the founder, Greg Glassman, has said, the market will sniff out the lack of quality. As a result, gyms are beginning to close. I was lucky enough to work at a fantastic CrossFit affiliate in 2011 and 2012. Back then, all you had to do was paint CrossFit on the wall and people would come. Things were wild back then. And because the market was so saturated with gyms, quality was not a priority. People did not know what to look for, so they began accepting substandard service and coaching. As the years have passed, the quality affiliates are rising to the top and standing strong while those who did not enter this business for the right reasons are struggling.
As for the Fitness industry in general, social media has led to the rise of the “see and be seen” boutique or studio movement. These are businesses that tend to lack substance in their program, but they are the places to be. Will they last? So long as they continue to evolve with the trends of the time. Heavy beats and black lights are great until it has been a year and your doctor are still on you about your health or you are still struggling with your weight, or your mile time is the exact same as it was when you started. As with CrossFit, there are great trainers and coaches, but there are far more subpar performers in this industry.
CrossFit has changed the game. And the industry has now built itself around the model CrossFit made popular (does not mean invented). Small group, instructor led classes that have the personal training feel are the most effective approach for general population athletes to get healthier. That model is here to stay. The lights and sounds will change along with the people who run the shows. But fundamentals will always be the way to go.
Pricing:
- We always offer 1 FREE Week with no Obligation to Join
- $165 for Unlimited CrossFit (Level 2)
- $95 for Unlimited Fitness (Level 1)
Contact Info:
- Address: 1624 Airline Dr.
- Website: www.BlackWolfCF.com
- Email: Ben@BlackWolfCF.com
- Instagram: Instagram.com/BlackWolfCF
- Facebook: Facebook.com/BlackWolfCF
Getting in touch: VoyageHouston is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
