Accessibility and Community

The company has three monthly membership options based on the number of included recovery services: $79, $179, and $279. All memberships include one Inbody scan, a health assessment, free parking, guest passes, towel service, and locker room amenities.

“People today want more for their dollar and a place that reflects their own value system,” Willman says. “Grit City addresses that and offers a more accessible, 24-hour boutique gym experience.”

Many members are corporate executives, business owners, and people who are just tired of being tired. Grit City aims to simplify self-care through convenience, efficiency, and connection.

“Our customers give so much of themselves every single day that they have to invest in themselves to keep going,” Willman explains. “Keeping everything under one roof maximizes time and money, and we have the opportunity to customize services, get real-life feedback, compile anecdotal evidence, and really build community.”

Integral to that community is acceptance. In whatever format, progress and results are individual, motivational, and celebrated.

“I want this brand to be incredibly inclusive,” Willman emphasizes. “Regardless of how old you are or how much you weigh, you don’t have to lift weights to be gritty. You’re gritty because you showed up and did it. We see the grit in you. We just want to acknowledge the humanness in one another and the strength that maybe isn’t evident from a muscle T-shirt—and give credit where it’s due.”

Franchising the 'Right Way'

As she begins franchising, Willman says her priority is building the business "the right way," grounded in regulatory compliance, integrity, and ethics. She plans to work closely with franchisees, leveraging the leadership and mentoring skills she developed during her corporate career.

“I’d rather ‘A+’ this from the start and then be able to share that with a high level of competency,” Willman says. “The goal for me is to fully embody the CEO role so every location is standardized.”

Willman says it’s critical to hire talented employees, treat them well, and conduct comprehensive training and education. That means compensating them to the point where they feel valued and that Grit City is making a commitment to them.

“I’d like to provide strong, salaried jobs for people to do this miraculous, beautiful work and make sure they can pursue whatever they want to achieve,” she says. “What my team loves the most is the outcome for the customers.”

Ultimately, what drives Willman is providing a solution for people who felt like she did when she took the leap to create Grit City Wellness.

“At my core, I’m really a humanitarian,” she says. “I ask myself what I can do to help the world. This is how I’ve decided to help, and I hope it has a butterfly effect. All I really want is for this business to be in every neighborhood, because it’s a good thing.”