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My Name Is Jonathan Cerf

Fitness, entreupreneurism and fortune cookies


About me

I was born in Denver and except for college in Texas have lived in Colorado.

I’m the oldest of six siblings. I’m also ambidextrous. My parents live in Arvada, three siblings are still in Colorado, one brother is in Seattle and one is in New York City.

I love to travel, enjoy the great food scene in Denver, and exploring all that the mountains have to offer. I love golf, snowboarding, volleyball, hiking. Steamboat Springs in the summer is one of my favorites. Beaver Creek is probably my favorite place to ski.

I own Core Progression Elite Personal Training, Core Progression Franchise and am a brand ambassador for Fitbit.

I love helping people reach their fitness goals. Seeing clients transform their lives through exercise really gives a lot of reward. Whether it’s making a sports team, getting ready for a wedding, making the Broncos Cheer squad or just trying to be the best version of yourself working with all different types of clients keeps the job from getting stale.

The core of fitness

After graduating from Baylor University with a B.S in Exercise Science, I returned back home to Denver Colorado. I got a job at 24 Hour Fitness while waiting to attend University of Colorado post graduate school. It was there that I realized that changing people’s lives through fitness was my calling. I quickly realized that there had to be a better way to help people then working for a big box gym.

What I discovered was that people were looking for a fitness company dedicated to producing results, giving them highly educated personal training and reasonable rates for services.

My focus was on providing clients with the highest quality of personal training that delivered results, a clean environment and amazing customer service.

Core Progression was founded in January of 2008. I opened my first studio in Westminster in July of 2010 and within three months I had to expand and get more space. Core had outgrown that first location and in 2011 I opened up a 5,000 square foot space in Northglenn followed by a second location in Arvada.

Core Progression has continued to experience continued growth, and we just got our new corporate headquarters, a brand new state of the art facility, in April of 2016. Now in 2017 we are offering franchises and looking to change the fitness industry all over the country.

Fitbit ambassador

In August of 2016 I was asked to be the brand ambassador for Fitbit. They had recently rolled out a new program called Fitbit Local where we offer free workouts all throughout the Denver Metro Area once a month. To launch the program in Denver I was able to lead a workout for almost 500 people in Sculpture Park by the Denver Performing arts complex. It’s been awesome to see the following grow.

I’m proud of...

Starting my company at 23 when the country was going through a recession and believing in a dream and being able to see it though the last 10 years has been very rewarding. I’m glad that I can give other trainers a chance to have a great place to work and accomplish their goals with clients is a great feeling.

Don’t forget the fortune cookie!

If I change anything, I would have to say my proposal to my wife. I was trying to be super romantic and surprise her, but that wasn’t the end result.

I told her I was picking up take out sushi and I had arranged to have the fortune changed in the cookie to “will you marry me”. I was anxiously waiting until the meal was over and for her to ask for her cookie, but unfortunately, that evening decided she didn’t want to eat the cookie or read her fortune. Not knowing how to handle this curveball made for a very awkward proposal. I would definitely go back and do that one over again.

Blessings in disguise

In business there are always challenges and overcoming them makes you a stronger person. I’ve had to deal with quite a few challenges or opportunities, as I prefer to call them, over the years. Really too many to name, but realizing that sometimes what feels like a temporary loss actually can be a huge blessing in disguise. If you don’t fail you don’t grow, and if you never quit it only makes you better for it in the long run.

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