The Exercise Coach Debuts Atlanta

The Exercise Coach Debuts Atlanta



Moss Robertson, and his daughter Katie Sanders, are part of one of Atlanta’s oldest and most prominent local business families, known for Boomershine automotive dealerships in Atlanta since 1929.

Robertson’s father-in-law, Walter Boomershine, made the decision to end their business after about 70 years in the automotive industry. After 31 years of running Moss Robertson Cadillac-Mazda in Gainesville, Robertson made a decision to sell his dealership as well, ending a long family tradition in the automotive industry. They will now lend their experience in business ownership to growing a new fitness concept in the Atlanta market.

They are excited to focus their business leadership on a new exercise concept – The Exercise Coach® – that is taking the nation by storm and are thrilled to be the first to introduce it to the Atlanta market.

Moss Robertson and his wife Dr. Tricia Robertson opened the very first Exercise Coach® location in Georgia (458 East Paces Ferry Road) in the Buckhead neighborhood of Atlanta. Katie Sanders and her husband Jason Sanders are opening the second location this April in Johns Creek (9925 Haynes Bridge Road, Publix shopping center).

The third store will open this summer in Vinings next to the restaurant Canoe. In total, the family plans to open eight to 10 locations in the next 36 months.

“We decided as a family to make a change,” said Robertson. “I considered retirement, but when we discovered The Exercise Coach® we were so impressed and excited not only with the company as a whole, but also with the unique concept of having a national franchise that offered safe personal training at a third of the cost, and in our opinion with better results. It really energized our family to enter the fitness industry and to have the opportunity to enjoy a profession that could truly help change people’s health and fitness for the best.”

Buying a franchise was appealing to the family because it gave them an opportunity to get in on the ground floor of a company in a growing industry.

The Exercise Coach® is a national franchise that offers a new, comprehensive approach to fitness designed with the unlikely exerciser in mind and which promises real and measurable results in a short amount of time.

Clients perform just two, 20-minute sessions per week, utilizing Right Intensity Training™ through specialized, patented exercise equipment with the wisdom and encouragement of personal coaches. The studios create a dynamic exercise experience that is suitable for people of all fitness and confidence levels.

“Today people are more focused on health and fitness than ever before and they’re looking for programs that are safe yet effective; programs that will help them meet their goals quickly and make positive changes in their lifestyle and the way they feel,” said Sanders. “The Exercise Coach® is a tried and true system that was created for regular people adopting the approach of Right Intensity Training™ through state of the art exercise technology. With this program, we know we can really help people improve the quality of their lives 20 minutes at a time.”

Together, the family defined their goals with The Exercise Coach®.  They wanted a franchise that would allow them to provide their clients with the best personal fitness care available in a boutique atmosphere vs. a “gym scene.”

“Our product is not just the work-out itself,” explained Robertson, “it’s working individually with our clients to ensure they get the real results they came in for whether its weight loss, improved bone density, increased strength and balance or helping clients reach their genetic potential! We are so passionate in our unique approach to fitness and wellness that we give our clients free sessions to experience what the machines feel like, and we do not require long-term contracts! ”

Proof is in the pudding, Senior Account Manager at The Atlanta Jewish Times, Michal Bonell, will be sharing her experiences in future articles in the Atlanta Jewish Times as she begins her journey with The Exercise Coach® to achieve her personal health and fitness goals.

“Being a busy executive and mother of two, makes Michal a perfect candidate for our short yet effective work-outs”, says Robertson.

Over the next few months, The Robertson and Sanders family plan on opening eight to ten Exercise Coach® locations throughout the Atlanta area.

In addition to the Buckhead and Johns Creek locations, the Robertsons plan to expand their footprint throughout Atlanta into Sandy Springs, East Cobb, Brookhaven and Druid Hills, while the Sanders are eyeing North Atlanta territories including Alpharetta, Cumming and Dunwoody for growth.

Founded in 2000, The Exercise Coach® currently has locations operating in Illinois, Texas, North Carolina and Arizona, with others in development in Colorado, Indiana, Illinois, Texas, North Carolina, D.C., Missouri and Arizona. The Exercise Coach has been highlighted on Fox News, CBS, USA Today, Entrepreneur Magazine and others.


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