You’ve walked into dozens of gyms over the years, each one promising change, each one saying, “This time will be different.” You’ve tried every new routine, different diets, every app that promised it had the solution. You’ve been through that initial wave of excitement—you’ve even had some early results. But eventually, life crept in and old habits took hold...self-doubt reappeared. So, when you hear about The X, you’re skeptical, maybe even a bit exhausted by the idea of starting over again and building up a new community. The pattern is familiar and part of you wonders if lasting change is even possible.
Greeted by name, you walk inside The X. They don't launch into a pitch or hit you with any jargon about calories and goals. Instead, they ask about you—your life, your experiences and what you’ve been through. The questions feel like an honest attempt to understand what has and hasn’t worked for you. They listen as you recount the starts and stops, the frustration and the things you’ve tried. The coach doesn’t rush to “fix” you; instead, they simply listen. For once, the journey feels rooted in something beyond reaching a goal. It’s about understanding how you want to live—what truly matters to you and how you envision a future of strength and fulfillment.
At The X, The Difference Is Immediate
Michael Gaines, Owner and Founder of The X, brings a unique perspective, instilling his member-centered philosophy into every aspect of the gym experience. His team views the gym through the eyes of each member, tailoring programs and expectations to meet individuals where they are, both physically and mentally. The X offers programs that function like concierge services—adapting to you, rather than expecting you to adapt to them.
“Life changes and your goals may change with it. That’s natural,” Michael says. “Our programs aren’t rigid templates; they’re living, breathing plans that evolve with you. They bridge the gap between who you are today and who you want to become. Our programs are designed for your life and it should serve you at every stage.”
The Community
At The X, coaches connect with you on more than just your workouts—they check in about your week, your life, your wins and your struggles. There’s a sense of belonging, knowing you’re not alone in your journey. Other members may have faced similar challenges, overcome setbacks and returned even stronger. It’s an environment where everyone supports one another, a place where your goals matter to everyone around you. “We’re not just coaches here,” Michael shares, "We're impact drivers. We’re here to walk beside you and help you reach where you want to be.”
Programs
With years in the fitness industry, Michael has seen firsthand how fitness is about so much more than reps and calories. The journey, where each person feels empowered, supported and seen is the part of fitness that keeps on giving.
Michael’s background in kinesiology and neurobiology guides his approach, making The X a place where evidence-based methods and holistic wellness intertwine. The X offers well-rounded programs, medical support, personalized nutrition and habit change—all carefully calibrated to fit each member. "This isn’t about pushing you into some arbitrary standard of ‘fit,’ it’s about finding a sustainable path that genuinely enhances your quality of life.”
To make this vision possible, The X includes a team of health professionals; a doctor and a registered dietitian who provide expert guidance on medical weight loss and nutrition. They don’t hand you a diet plan or prescribe medication and send you on your way. Instead, The X equips you with tools, habits and an understanding of how to work with your body for lasting change. Even if medication is part of the journey, The X focuses on long-term health and lifestyle integration, so that when you come off it, you have the knowledge and habits to maintain progress independently.
“Real change happens through empathy, not just expertise,” Michael explains. He recalls clients who felt they’d hit permanent roadblocks, convinced they’d never succeed in their fitness goals. But the team at The X knows that a person’s struggles are as unique as they are. That’s why every program begins with a conversation, a real attempt to understand who you are and the obstacles you face. As Gabe, one of the lead coaches, tells members, "We’re here for you as people, first."
Impact Beyond The Gym
The X provides results that go beyond the gym walls and into the world. Take Dan for example, a member who joined The X at the age of 70, with a vision. He wanted to get in shape for an upcoming hiking, camping and kayaking trip with his best friend. His goals were not just about hitting a weight or fitness milestone, but about building the endurance, strength and confidence to fully embrace an adventure he’d always dreamed of.
Dan put in the work, pushing himself through workouts designed specifically for the demands of his trip. His coach tailored every session to prepare him for the rigors of the outdoors—inclines, long treks and heavy gear. By the time the trip approached, Dan felt ready, excited and confident to tackle anything the adventure might bring. But just as the date neared, his friend began to doubt his own ability to meet the trip’s demands and almost backed out entirely.
Instead of giving up or altering travel plans, Dan was determined to make it happen. He kept training, growing stronger and more resilient, but now he had a new focus. He wanted to be ready to not only carry his own gear but hers as well, ensuring she could still experience the trip. It was a testament to the depth of his commitment and to the power of personalized and flexible programming. This journey became about more than fitness; it became about friendship, loyalty and support.
When they finally set out, Dan’s strength and preparation carried them through. He was able to shoulder both his pack and hers, helping her navigate the rough terrain and sharing a memory they both would cherish, forever. A story of resilience, support and determination and a testament to the strength of friendship.
At The X, fitness isn’t just about your body composition; it’s about the life you want to live and the connections you want to deepen along the way. It’s about becoming the kind of person who can meet life’s challenges—not just with strength, but with purpose, resilience and compassion. Change that is not measured by numbers on a scale or stats on a screen, but instead measured by the moments you surprise yourself, by the strength you gain to carry those you care about and by the way you show up—not just in the gym, but in the world. XProjectFitness.com
“The most rewarding thing is seeing the emotion on someone's face when they did something they thought they could never do.” - Gabe, Coach & Impact Driver
“Fitness isn’t about giving up the things that matter to you, It’s about figuring out how to solve problems that make a difference and improve your quality of life.” - Michael Gaines, Founder & Owner of the X