Today we’d like to introduce you to Michael Keane.
Hi Michael, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Phoenix A+ Coaching has been a part of the St. Louis fitness community for over a decade, although we didn’t always have the name we do today.
The journey began in 2013 when we opened our doors as Defining Natural Ability (DNA). The name was intentionally lighthearted, but the mission behind it was serious: helping people discover strengths they didn’t know they had. Whether someone was trying to lose weight, get stronger, regain confidence, or simply improve their health, we believed everyone had untapped potential waiting to be uncovered.
In 2017, we evolved into Phoenix A+ Coaching (PAC). The rebrand reflected how much we had grown, not only as a business, but as coaches. Phoenix symbolizes resilience, growth, and the ability to rise stronger after life’s challenges, while the “A+” represents our commitment to pursuing excellence in everything we do. The gym has been owned by myself, Patrick Barry, and Page Clinton, and together we’ve had the privilege of building something much bigger than a fitness facility.
Throughout the years we’ve been fortunate to work alongside some incredible coaches, each bringing their own personality and expertise to our members. While coaches have come and gone over the years, one thing has remained remarkably consistent: our members. Many of the people who walked through our doors years ago are still training with us today, and we’ve had the privilege of watching them navigate marriages, careers, children, retirements, and countless life milestones. That loyalty is something we never take for granted, and we believe it’s a reflection of the relationships we’ve built rather than simply the workouts we provide.
Being located on The Hill has also shaped who we are. We have always believed that a gym should be part of the fabric of its community, not just a business within it. Over the years we’ve proudly participated in neighborhood events such as the Turkey Bowl, local bike races and the Italian Heritage Day Parade. We are active members of the Hill Business Association and have always looked for opportunities to support and collaborate with other local businesses and organizations.
Our reach has naturally extended beyond The Hill as well. We’ve built strong relationships with families from neighboring communities like Dogtown, and many of our members have introduced friends, spouses, children, and coworkers to PAC. That word-of-mouth growth has been one of the greatest compliments we could ever receive.
What truly separates Phoenix A+ Coaching isn’t the equipment or the programming, it’s our philosophy.
We believe fitness is simply the vehicle. The real destination is becoming a healthier, more confident, and more resilient human being.
Yes, we help people lose body fat, build muscle, improve performance, and move without pain. But underneath all of that is behavior change. We focus on creating sustainable habits, building accountability, and helping people develop the mindset needed for lasting transformation. We don’t believe in quick fixes or temporary motivation. We believe in meeting people where they are, creating a plan that fits their life, and coaching them every step of the way.
That philosophy extends to every population we serve. We work with beginners who have never stepped foot in a gym, athletes looking to improve performance, adults wanting to stay active as they age, and individuals recovering from injuries or rebuilding confidence after difficult seasons of life. Every program is designed around the individual because every person’s journey is different.
Looking back, it’s amazing to see how much has changed since 2013. We’ve grown, evolved, changed our name, expanded our coaching team, and continued refining how we serve people. But the heart of the business has never changed.
Our mission has always been to help people become the strongest version of themselves, not just physically, but mentally and emotionally as well.
If someone walks into Phoenix A+ Coaching and leaves believing they are capable of more than they thought possible, then we’ve done our job. Everything else is simply a byproduct of that transformation.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Not at all…and I think that’s true of most businesses that are built to last.
Since opening in 2013, we’ve experienced our share of challenges. We went through an ownership transition in 2017 when we became Phoenix A+ Coaching. Like any growing business, we’ve also experienced staff changes over the years. When a coach moves on, it’s natural that some members choose to follow them, which means you’re constantly working to strengthen your team and the culture you’ve built.
Then came 2020.
Like fitness businesses across the country, COVID forced us to close our doors almost overnight. We lost members, revenue dropped dramatically, and there were plenty of moments where the future felt uncertain. It easily could have been the defining challenge of our business.
Instead, it became one of our proudest chapters.
Even during that difficult time, we made the decision to keep every one of our coaches employed and paid. We found creative ways to continue serving our members, supporting our staff, and staying connected to our community. We also continued helping a couple of our coaches through the green card process because we believed investing in our people was just as important during difficult times as it was during good ones.
Looking back, every obstacle has taught us something. Ownership changes, economic uncertainty, staffing transitions, and unexpected events have all forced us to adapt, improve, and become more resilient.
If there’s one lesson we’ve learned, it’s that success isn’t built by avoiding adversity, it’s built by responding well to it.
We’ve never expected the road to be easy. We simply refuse to let the challenges define us. Instead, we’ve chosen to learn from them, grow through them, and keep moving forward. That’s the same mindset we try to instill in every member who walks through our doors.
Alright, so let’s switch gears a bit and talk business. What should we know?
Phoenix A+ Coaching is a semi-private training facility that combines the flexibility of a 24-hour access gym with the expertise and accountability of professional coaching. We believe that everyone deserves a program that’s built around their goals, not a one-size-fits-all workout.
Our coaches create individualized programming for each member, whether their goal is fat loss, building strength, improving athletic performance, recovering from an injury, or simply living a healthier, more active life. Members have the freedom to train on their own whenever it fits their schedule, or they can work alongside one of our highly qualified and certified coaches for added guidance and accountability.
One of the things we’re most proud of is the diversity of people we serve. On any given day, you might see a high school athlete preparing for volleyball, soccer, basketball, cross country, or golf training next to someone getting ready for their first Hyrox race, a marathon runner, a CrossFit athlete looking to build strength, or someone who’s simply trying to lose weight and improve their health after years away from exercise.
That variety is possible because we don’t coach methods, we coach people. Every individual has different goals, different limitations, and different life circumstances. Our job is to meet them where they are and help them move forward.
What truly sets us apart, however, isn’t the equipment or even the programming, it’s our culture.
We’re serious about helping people achieve results, but we don’t take ourselves too seriously. We believe fitness should be challenging, encouraging, and even fun. Our members push each other, celebrate each other’s victories, and genuinely enjoy being here. It’s not uncommon to see friendships formed inside the gym that continue well beyond the workout.
At the end of the day, people may join us because they want to get stronger, lose weight, or prepare for a competition. They stay because they become part of a community that supports them through every stage of their journey.
If there’s one thing we’d want readers to know, it’s that we’re in the people business just as much as we’re in the fitness business. We help people become stronger physically, but our real goal is to build confidence, resilience, and habits that improve every aspect of their lives.
That’s the brand we’re most proud of creating: a place where expert coaching, genuine relationships, and lasting results all come together.
Any advice for finding a mentor or networking in general?
One of the biggest lessons I’ve learned is that relationships are built long before you need them.
For us, networking has never been about collecting business cards or trying to sell people. It’s about becoming an active part of the community. Show up to local events, support other small businesses, join organizations, volunteer when you can, and genuinely get to know the people around you. When people know who you are, what you stand for, and see that you’re invested in the community, those relationships naturally turn into opportunities.
The same applies to finding mentors.
Don’t look for someone who has all the answers. Look for people who have walked a path you’d like to follow and be willing to ask questions. More importantly, be willing to listen. I’ve found that most successful people are incredibly generous with their time and knowledge if they know you’re genuinely trying to learn.
I also think vulnerability is underrated in business. As entrepreneurs, we sometimes feel like we have to project that everything is going perfectly, when in reality we’re all figuring things out as we go. Some of the most valuable conversations I’ve had have come from simply being honest about the challenges we’re facing and asking for advice.
Finally, don’t keep your knowledge to yourself. Share what you’ve learned. Share your experiences, your successes, and even your failures. I’ve found that the more willing you are to help others without expecting anything in return, the more people are willing to help you when you need it.
Business isn’t a competition, it’s a community. The relationships you build and the value you create for others will almost always come back to you in ways you never expected. That’s been true throughout our journey, and it’s something I try to live by every day.
Pricing:
- Unlimited 24 Hour Access only $40 per month
- Semi Private/Small Group Training Ranging from $49.99 per week to $109.99
- Personal Training $75 to $100 per session
Contact Info:
- Website: https://phoenixacoaching.com/
- Instagram: https://www.instagram.com/phoenixacoaching/
- Facebook: https://www.facebook.com/phoenixacoaching
