Today we’d like to introduce you to Christian Dias.
Hi Christian, please kick things off for us with an introduction to yourself and your story.
I was borne and raised in Brazil. Started working in my dad’s business at age 14, at the same time I started high-school, working full time during the day and going to school at night. My dad had a corporate restaurant business and working with him was fundamental to creating in me a strong work ethic. I went to school for Advertising in Brazil and it was during that time that I started to feel like I wanted to expand my frontiers and pursue a different challenge.
After a lot of research, I came to the U.S. from Brazil in 2000 at age 24 and poured all of my savings into a Pre-MBA program at UCSD. After completing an internship with a market research firm, I was offered a full-time role on a work visa—which marked the start of my professional journey here. A few years later, I met my wife, Monique, in San Diego, fell in love, got married, and never looked back!
My background is primarily in tech, where I spent over 25 years working for companies like LG Electronics in New Jersey and Epson America in Orange County in roles ranging from product development to product management. Monique and I now have two amazing boys, 17 and 8, both on the autism spectrum. Everything we do is for them.
Fitness has always been a lifelong passion for both of us—we grew up playing sports and spent as much time as possible in gyms. During the pandemic, when life slowed down, I discovered Body Fit Training—a brand just entering the U.S. and seeking franchisees. I loved the concept: group-based strength training with a science-backed program. With Monique’s support, I decided to take the leap and open a studio, initially planning to run it semi-absentee.
Though we currently live in Orange County, we love San Diego and chose to open our studio in Carmel Valley with the goal of moving back in the near future.
We opened Body Fit Training Carmel Valley in January 2024. Then, in October, after some unexpected changes in my tech career, I chose to go all in—becoming a full-time owner-operator. Monique has been incredibly supportive, holding things down with our boys while I focus on building and growing this amazing community.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It hasn’t been a smooth road—far from it. I’ve definitely been humbled by the experience of starting and running my own business. When it’s yours, you quickly realize that everything depends on you. There are no guarantees—it’s pure hustle every single day.
Coming from a marketing background gave me a leg up in some areas, but in a small business, keeping costs down often means wearing every hat. I’m the C-suite: marketing, sales, HR, operations, finance, maintenance—and yes, I even coach classes when needed. It’s a 12 to 14-hour day, every day.
The hardest part isn’t the workload—it’s the uncertainty. Unlike corporations, we don’t have investors or big safety nets. Our resources are limited, and our runway is short. That pressure, especially in the early stages, can be a real source of anxiety and fear.
Another major challenge has been balancing the business with family life. When you’re building something from the ground up, there are no set hours, no weekends, and no real vacation time. That makes it even more important to carve out moments for the people you love. For me, family time and a strong spiritual foundation have been critical outlets that keep me grounded and help me stay the course.
We’ve been impressed with Body Fit Training Carmel Valley, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Body Fit Training is a group strength training gym offering 14 class types—from pure strength to cardio and everything in between—so you never get bored. Every class is led by highly accredited coaches who correct form, offer modifications, and push you to become your best self.
What sets us apart is our science-backed programming and coaching. We train in 8–10 week progressive cycles where each session builds on the last, delivering real, measurable results.
But what truly makes BFT special is our incredible community. That’s what I’m most proud of. People come in chasing fitness goals and find a second home. At BFT, you train alongside friends who keep you accountable, cheer you on, and celebrate your wins. That’s the BFT fam!
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
I’ve networked quite a bit in the wellness space. In our industry, this is absolutely critical, as partnerships can become major opportunities to finding prospects. And in this process, I’ve met amazing professionals which have both taught and inspired me.
I am also part of a group of other BFT franchisees across the US, and we chat regularly, sharing best practices and ideas, via Slack or calls.
As an entrepreneur, if you are not open to listening and trying new ideas, you will not succeed.
Pricing:
- $99/mo – 1 session per week
- $189/mo – 2 sessions per week
- $229/mo – 3 sessions per week
- $259/mo – Unlimited sessions
Contact Info:
- Website: https://www.bodyfittraining.com/location/carmel-valley
- Instagram: https://www.instagram.com/bft_carmelvalley/
- Facebook: https://www.facebook.com/BFTCarmelValley
- Yelp: https://www.yelp.com/biz/body-fit-training-san-diego-4
Image Credits
Karina Guillen
