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Meet Jenny De Veaux of CrossFit Pacific Beach DBA San Diego Athletics in Pacific Beach

Today we’d like to introduce you to Jenny De Veaux.

Jenny, can you briefly walk us through your story – how you started and how you got to where you are today.
The business was started in 2010 by two guys I met who were best friends. They heard that there was a Blonde Personal Trainer at the nearby 24 Hour Fitness that was always doing CrossFit workouts. They found out who I was right away and approached me, saying that they just opened up a gym down the street and I needed to come workout with them. I think I came in the very next day. Shortly after I was hired as a coach for them and we built a great community of people who loved to do hard workouts and spend time together.

A couple years passed and my husband got a job in Los Angeles and we had to move. I coached at CrossFit South Bay while we lived there and started a few different programs and developed more than just coaching skills.

I was gone for five years before we finally moved back to San Diego (because we hated LA)! When I moved back I was ready to be more than a coach and wanted more out of my coaching career. Those two guys who were best friends when I met them were now in different places in their lives and both wanted to do other things. I was presented with the opportunity to buy a majority of the company and it was like a dream come true.

I took over the CrossFit PB in July 2016 and it’s been an amazing transition.

Has it been a smooth road?
I am still really new to being an entrepreneur so I am learning everyday. In my first year there were plenty of things that were a complete surprise… like taxes. I had no idea small business paid so much money in taxes all year long!

It has always been and probably will always be a struggle when we lose clients. Maybe it’s because I’m a woman, but I get attached to people quickly and build real relationships in a short time. So it is always hard when a client moves away or gets a new job and their schedule doesn’t allow them to keep coming. It’s rarely because of the money they contribute to my business and always more about losing them as part of the community. For me, it always feels like getting dumped, and not simply canceling a gym membership. San Diego is such a transitory area, not a lot of people are from here or stay here long term so it is something I have to get used to as a business owner here.

Finding the right employees has also proved to be a struggle. In the fitness industry it is difficult to find employees who share your vision for where you want to take the business, many trainers care the most about their own workouts. I’ve come to terms with knowing I’ll never find anyone who cares about this place, the community and the future of the business as much as I do. But that’s ok as long as I find people who care about my members as much as I do.

So let’s switch gears a bit and go into the CrossFit Pacific Beach DBA San Diego Athletics story. Tell us more about the business.
We are the original CrossFit gym in Pacific Beach. For those that don’t know, CrossFit is functional circuit type training that uses weightlifting, kettlebells, cardiovascular exercises, medicine balls and pretty much anything you can think of to always keep your body guessing and deliver an amazing workout. We specialize in not specializing because we always change up our program. Every 12-16 weeks we change our program completely to focus on a different way to exercise. Sometimes the program is all about moving fast and sprinting, sometimes it’s all about going slow and lifting heavier weights, sometimes it’s all about learning new skills. We encourage our members to always set goals and we work with them day in and day out to achieve those goals. We care about our members so much. Just today I’ve had two heart to heart conversations with different members and it’s not even 1pm yet. We are there for each other through struggles and triumphs. We take the time to be more than just a gym, but a place people can go to hang out with their friends. We love to do beach workouts and community events where we can all get together and have fun. I’m pretty proud of the community we have built and can say with confidence that we change lives. That is my biggest priority.

How do you think the industry will change over the next decade?
I think CrossFit has changed a lot in the last 5 years and definitely had its big boom around 2013. It has slowly declined in popularity since then and I think the number one reason for that is quality control. For a while, there were a lot of coaches who really wanted to be great athletes pushing regular people who didn’t really want to be athletes to do really athletic things that they probably shouldn’t have been doing and resulting in needless injuries. Only gyms who know what they are doing are still around, many have closed in the recent years. We are just a group of people who want to work out together, it doesn’t have to be this crazy competitive thing that it used to be. I think the evolution in the CrossFit gym is that many will start developing more programs that are not as competitive: bootcamps, weight loss challenges, kids’ programs, mommy and me. These are all things we have at CrossFit PB and they attract clientele that isn’t really interested in CrossFit. I think it’s great, there is something for everyone!


  • Our most popular option only requires a 3-month commitment with unlimited classes for $169/month

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