I get it.
The gym can be a scary space. Everyone looks like they know what they’re doing, and it’s embarrassing to mess up in front of all these seemingly accomplished, fit people.
Then, of course, there’s the issue of figuring out which workouts you’re going to do, how many people are using the machine, how you’re going to use the machines, who you’re going to get to spot you, what’s gym etiquette, if your form’s stupid, if you look stupid… and the list goes on and on.
To the people at Good Juju Barbell Club (GJBC), these needn’t be things one has to worry about on their fitness journey.
A safe space
“Many people enter gyms feeling self-conscious, isolated, or pressured by unrealistic fitness standards or intimidating gym spaces.”
“I wanted to redefine what a gym could be: a social space, a wellness hub, and a community-driven movement,” said Sara Suhaili, one of the five founders of GJBC.
That was the vision behind GJBC, a beginner-friendly, non-intimidating wellness hub where you don’t have to worry about who’s looking at you or if you’re working out right.
Along with four others, the quintet went on to build their vision, funding the project with their own investments.
11 months of planning and research later, GJBC opened its doors, offering an all-in-one fitness centre complete with ample equipment, a cafe, and physiotherapy services.
“We know that walking into a gym, especially one that’s strength-focused, can feel intimidating or even scary for many beginners. That’s why we’ve intentionally designed our onboarding experience to meet people where they are, both physically and emotionally.”
“Every new member receives a one-on-one onboarding session where we get to know their goals, movement history, and how they’re feeling about stepping into this space,” Sara added.
Further, coaches are also trained to “meet members where they are,” taking into account a member’s progression and regression rates, motivation, and preferences.
Their biggest initiative, however, happens behind the scenes, where every single team member, whether coach, front desk staff, physiotherapist, or part of the cleaning team, is personally inducted by Sara.
“The goal is to align every department with our core cultural values so that we all understand the emotional landscape our members might be coming in with, whether it’s intimidation, fear, or just general discomfort, and how we can intentionally respond to that.”
“We talk through real pain points and how to show up in ways that make our space feel warm, safe, and human. It’s not just about coaching. It’s about making sure the music isn’t overwhelming, the greeting is genuine, and the energy feels inclusive. That’s how we make sure no one ever feels like just another face in the crowd,” Sara said.
And it doesn’t end there, for the promise of a people-friendly, inclusive space doesn’t just lie in GJBC’s big smiles and friendly banter, but also in their design and architecture.
