January 20, 2017

Meet Matthew Orlando of CFA Fitness in Midtown, North Fulton and East Cobb

Local Stories

Today we’d like to introduce you to Matthew Orlando.

CFA Fitness started as a way for owner/operator Matt Orlando to break out of the 9-5 cycle that he fell into after graduating college. Matt graduated from Georgia State University with a biology degree and entered into the science field. Realizing it wasn’t all it’s cracked up to be, he quickly started thinking of business ideas to go independent. Fitness was a passion, so personal training seemed to be the best road. Matt obtained certification through the American Council on Exercise and started training. From the upstart, he knew a regular training business would not be enough – finding a niche was necessary in order to stand out. In-home personal training became the focus of CFA Fitness and was well-received by clients. Since then, the company has sent trainers to hundreds of homes and trained many satisfied clients.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
The word “smooth” is not often uttered among business owners. Like any other business, CFA Fitness suffered its drawbacks and pitfalls. Lack of clientele due to seasonal interest, advertising complications, and just plain monetary issues were a few of the challenges we faced as we grew. Many times it felt as if we should throw in the towel and move on, but persistence pays off.

Alright – so let’s talk business. Tell us about CFA Fitness – Personal Training – what should we know?
CFA Fitness is among the first of the training companies in the Atlanta area to offer in-home services. Although you see many trainers now offering the same, quality is just not comparable. We pioneered the service in the region, and we continue to offer the highest quality of service to our clients. Many of our clients come to us after having negative experiences with other trainers. In a sea of fitness trends and gimmicks, we continue to get our clients results with the tried and true methods that are known to work. We are always available to our clients, even after the business side of things end, a text or phone call regarding fitness questions is always welcomed. We’re not just in it for the money, we’re in it to make our clients happy and influence change in their lives.

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
Above all, my parents were the biggest supporter when I started the business. When things were looking bleak, they always helped me by offering certain articles and words of inspiration that would get me back on track. Secondly, people that say it’s not possible are the biggest motivators. The decades-old story of going to college, getting a degree and being successful no longer hold true. My first job out of college paid me a “salary” comparable to my first job in high school. Yet, these people that own these companies will say that staying with them is the safest idea because most businesses fail. I am here to tell you that yes, businesses do fail, but the ones that are successful are the ones that pick themselves back up and keep going.

And, as they say, last but not least, my awesome clients. I’ve had countless referrals from a few die-hard clients that have helped me grow, and those referrals are invaluable. Thanks!

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