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Leading With Purpose
Nate Welch takes the helm of Cross Gates Family Fitness, Louisiana’s community-centered institution.
Larry Welch
Nate Welch
In the heart of Slidell, LA, a leadership transition is underway that represents more than just a changing of the guard—it’s the continuation of a legacy built on community service, family values, and genuine care for people’s well-being.
Nate Welch, a 15-year veteran of Cross Gates Family Fitness, was recently appointed president of the venerable brand, and, along with his wife Sima, have joined the ownership team alongside founders Larry and Merryanne Welch.
This transition marks a pivotal moment for Cross Gates, which has served as far more than a typical gym since Larry and Merryanne Welch bought the club in 1994. Under their stewardship, Cross Gates has grown to three locations in the Slidell area and has evolved into what Nate describes as “a pillar in the community.”
Cross Gates is a full-service, multipurpose brand with a range of features, including a state-of-the-art aquatics program with multiple pools, including an eight-lane competition pool, and a recreational water park with a water slide. Designed to accommodate family members of all ages, Cross Gates offers youth activities and even a preschool program called Helping Hands.
What really sets Cross Gates apart from other fitness brands is its packed schedule of community events that draw thousands, including local business and political leaders. This outreach isn’t simply a part of membership or brand marketing. Cross Gates has served as a safe haven during crises—a place of shelter and healing for locals in need.
Stepping Up During Katrina
Perhaps no event better illustrates Cross Gates’ role in the community than its response in the aftermath of Hurricane Katrina in 2005. Although Nate joined the organization after the hurricane, the story has become part of the institutional DNA of Cross Gates.
“Ever since Katrina, we have done everything we can to be open and available to support the community,” he explains. “When power goes out, for instance, we supply running water to serve people’s basic needs.”
This commitment has continued through subsequent crises. The club has served as a donation center and distribution point for Red Cross services.
“People know that when something happens in the area, Cross Gates is going to figure it out,” he says. “We’re going to be open and available to help support the community any way we can.”
“It’s become a mission of our company to develop ways to enhance the quality of life for our community.” NATE WELCH
This community trust has created relationships with local leaders that extend far beyond typical business partnerships.
“The local fire department, the president of St. Tammany Parish, the mayor of Slidell, the local sheriff—they all personally reach out to me during a crisis,” Nate adds. “It’s become a mission of our company to develop ways to enhance the quality of life for our community.”
Cross Gates’ integration into the community extends through popular events, such as the annual fall fitness festival, which bring thousands of locals together. This has created vendor relationships that showcase local businesses and cross promotion.
These partnerships span a diverse range of local stakeholders: real estate companies, banks, restaurants, as well as larger entities like hospitals. Nate estimates that Cross Gates has relationships with 85% of the area’s local businesses.
“It’s helped us become a household name in our market,” he says.
From Finance to Fitness
Nate’s journey to the presidency of Cross Gates began with what he assumed would be a short-term gig. Fresh out of college and working in finance, he was approached by Larry, his uncle, who laid out a vision that would ultimately reshape Nate’s professional trajectory.
“Larry sat down and painted the picture of what the community of Cross Gates was about,” Nate recalls. “At the time, I didn’t even think this was long-term. I just thought this would be a great place to learn. I didn’t think that I would be here 15 years later.”
What kept him at Cross Gates was something he didn’t experience in the finance world: the ability to see direct impact.
“It’s amazing to see how Cross Gates changes people’s lives,” he explains. “I just didn’t feel like there was any other industry that touches people in quite the same way.”
This philosophy has become central to Nate’s approach to leadership and his embrace of the Cross Gates ethos. The transition from analyzing financial markets to analyzing community needs has proven to be not just a career change but a calling.
Cross Gates preschool program.
Aquatics for fitness and fun are a big attraction at Cross Gates.
Family-First Philosophy
One of the most distinctive aspects of Cross Gates is its unwavering commitment to being family-oriented. In an industry where many facilities cater primarily to adults, Cross Gates has made accessibility for youth a foundational principle.
This commitment was recently tested when the facility opened a new recovery center. Nate and Larry had to decide whether to restrict access to adults aged 21 years and older, as many facilities do.
“At the end of the day, Larry and I just couldn’t say no to that 15-year-old athlete who could really use the modalities in the recovery center,” Nate explains. “A lot of clubs may say we’re crazy for doing that, but it’s important to us that young people have these options, which sets them up for a lifelong habit of prioritizing their health and fitness.”
This addresses what Nate sees as a critical gap in youth fitness opportunities. “There are not as many choices to participate in fitness activities as there were when I was growing up,” he observes, noting that schools are cutting back on intramural programs and other traditional youth fitness outlets.
Cross Gates also offers a preschool program, Helping Hands, for kids ages 2 to 5.
Leadership Legacy
The relationship between Nate and Larry exemplifies the vision that has shaped the organization’s culture. The mentorship has extended beyond business into personal development.
“Larry is very trusting, and he creates an environment where you want to work hard for him,” Nate says. “He’s been an incredible mentor. I am married and have four boys, and he’s shown me what it takes to be a man of integrity, not just in business but as a husband and father.”
As Cross Gates looks toward expansion, Nate is committed to maintaining the organization’s community-focused identity. Currently operating three locations in Slidell, Nate approaches expansion of the brand with characteristic thoughtfulness.
For him, it’s not about how to get to 50 locations but instead about how to build a presence in a new community, he says. “It’s about a lot more than constructing a new building and hiring staff,” he says. “It’s about getting to know the local people and what makes them special.”
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