Mark Steinfield has spent nearly four decades in the fitness industry—but he believes the most important transformation is happening now.
After nearly 40 years building a leading East Coast Gold’s Gym franchise, Steinfield is now applying that experience to something new:Phorm Fitness, a next-generation fitness and wellness destination rising in Long Branch.
More than a gym, Phorm Fitness reflects a shift in health—combining strength, recovery, longevity services, and group fitness in one concept.
Steinfield believes the industry is entering a new era, and he wants the local community to be part of building it.
“We’re creating something people can grow with,” he says. “It’s not just a gym. It’s a lifestyle.”
From Iron to Innovation
Long before boutique fitness studios and biohacking became industry buzzwords, Steinfield was already shaping the fitness landscape in New Jersey.
In the late 1970s and early ’80s, he worked in entertainment—producing concerts, managing bands and creating radio commercials across New York and New Jersey. But in 1989, he opened his first Gold’s Gym and quickly built a reputation for serious training and results.
Over the years, he owned four clubs, including a well-known Gold’s Gym in Howell that became one of the most recognized locations on the East Coast.
But the market was changing.
“The definition of hardcore fitness is different now,” Steinfield says. “Today’s generation still wants to train hard—but they want a clean, modern environment. And they want longevity.”
Following the pandemic, Steinfield made the decision to debrand and launch Phorm Fitness, a concept designed to merge traditional strength training with modern recovery and wellness technologies.
The Technospa Era
One of the most distinctive elements of Phorm Fitness is its investment in recovery and anti-inflammatory therapies.
In 2025, Steinfield invested more than half a million dollars into what he calls a “technospa,” bringing together advanced wellness treatments under one roof.
The space includes full-body cryotherapy, infrared sauna, red light therapy and electromagnetic therapy—technologies commonly used by professional athletes but rarely accessible in traditional gyms.
“These are the same protocols professional athletes are using,” Steinfield says. “We’re just making them accessible.”
Unlike cold plunges, Phorm’s cryotherapy chamber uses a three-minute session to boost circulation and reduce inflammation.
Red light and infrared therapy boost collagen, support recovery, and offer anti-aging benefits.
“It’s not just about looking fit anymore,” Steinfield says. “It’s about how you’re going to feel at 70.”
Fitness Meets Medicine
Perhaps the most innovative component of Phorm Fitness is its partnership with a medical doctor specializing in longevity and hormone optimization.
Through the collaboration, members have access to services including vitamin IV drips, NAD+ therapy, peptide treatments, testosterone replacement therapy and hormone-balancing programs.
“It’s the marriage of fitness and wellness,” Steinfield says. “Your primary doctor treats you when something is wrong. We focus on keeping you well.”
Designated IV therapy areas overlook the gym floor, intentionally blending medical wellness with the energy of a training environment.
“The goal is to make preventive health part of everyday life,” he says.
A New Generation of Group Fitness
Group exercise remains a cornerstone of the Phorm Fitness experience, and the programming continues to expand.
One of the newest additions is hot yoga, which will feature several premier instructors joining the club’s growing group exercise roster.
It reflects Steinfield’s belief that fitness should evolve with members, blending strength, recovery, mobility, and mindfulness.
“We want people to have options,” he says. “Strength, recovery, yoga, conditioning—it’s all part of the same wellness lifestyle.”
Expanding the Definition of Strength
For Steinfield, the future of fitness is not driven solely by aesthetics. It is about longevity and inclusivity.
“One of the most ignored segments of the population is seniors,” he says. “What are we supposed to do when we get older?”
Phorm Fitness focuses on functional movement, mobility, and sport-specific training for aging athletes like golfers, tennis players, and pickleball players.
The goal is not lifting the heaviest weight possible. It is maintaining independence, mobility and vitality.
“You modify,” Steinfield says. “You respect your body. But you stay strong.”
The club also offers small-group training formats, including women-only or men-only sessions, recognizing that comfort and cultural preferences play a role in how people train.
“The market is growing,” Steinfield says. “Fitness has to be for everyone.”
Building a Hometown Wellness Brand
Steinfield describes Phorm as a three-pronged model: the main fitness club, a dedicated personal training studio and Fire & Ice—the umbrella brand for its longevity and recovery services.
If the wellness side continues to grow, he envisions expanding it into a scalable concept of its own.
After decades in the industry, Steinfield has seen enough cycles to recognize when transformation is permanent.
“Some companies dip their toe in the water,” he says. “I didn’t have any doubt.”
His long-term vision includes youth training, expanded wellness services, senior fitness, and possibly franchising the Phorm model.
But for now, the focus remains local—building a wellness destination rooted in community.
“We’re creating something new right here in Long Branch,” he says. “And people can be part of it from the beginning.”
On the Jersey Shore, steps from the sand, Steinfield believes Phorm Fitness represents the next chapter in how people approach strength, longevity and well-being.
“Where do you want to be at 70?” he asks. “That’s the question.”
Phorm Fitness Personal Training
15 Morris Ave. #109
Long Branch, NJ 07740
(732) 229-8229
phormfitness.com
“Today’s generation still wants to train hard—but they want a clean, modern environment. And they want longevity.” - Mark Steinfield
“Your primary doctor treats you when something is wrong. We focus on keeping you well.”—Mark Steinfield