We’re looking forward to introducing you to Jamal Greene & Jacory Greene. Check out our conversation below.
Jamal & Jacory , so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. What’s the most surprising thing you’ve learned about your customers?
“One of the most surprising things I’ve learned about our customers is just how diverse their stories and backgrounds are—and how much that impacts their goals, motivations, and even the way they engage with us. Early on, I thought most customers would have similar needs, but I’ve come to realize that each client brings a unique journey. Some are recovering from injuries, some are balancing hectic work and family lives, and others are pursuing lifelong personal goals.
By taking the time to really listen to their stories and understand where they’re coming from, I’ve learned that we can create a much more meaningful and personalized customer experience. It’s not just about providing a service—it’s about building trust and showing that we see them as individuals, not just clients. That understanding has been key to helping them feel supported, valued, and ultimately more successful.”
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Jamal Greene—many know me as Coach J Greene. I’m a former school educator and head football and basketball coach for DeKalb and Fulton County Schools, and more importantly, a proud product of the DeKalb County school system. Growing up here shaped me into not only a coach but also an advocate for youth and families in my community.
In partnership with my brother, Jacory Greene—a certified fitness coach—we combined our passions and expertise to open a private training facility dedicated to health, fitness, and sports performance. What makes our organization unique is that it truly brings together two worlds: sports performance training for student-athletes and fitness coaching for individuals and families.
Our passion for this work was born from personal tragedy. While I was in college and my brother was in high school, we lost several close family members—our mother, our uncle, and our grandfather—all to health-related challenges. At that time, we didn’t fully understand wellness or preventive health. Like many southern families, our traditions centered on cookouts and hearty soul food dinners. Those losses were a turning point for us. We began researching healthier lifestyles, sharing what we learned with our family, and gradually realized this knowledge was something we could also bring to our community.
By 2016, I was coaching sports and Jacory was beginning his personal training journey. Together, we decided to create a space right in the county we grew up in—a place where I could support student-athletes and where we could both guide fitness clients toward healthier, stronger lives. That’s how our vision became reality, and why today we’re proud to say: sports performance meets fitness, built from passion, family, and purpose. Our private training facility BeHealthConscious is located in Decatur, Ga
Okay, so here’s a deep one: What’s a moment that really shaped how you see the world?
“A moment that truly shaped how I see the world was the period in my life when my family experienced several heartbreaking losses—our mother, our uncle, and our grandfather—all to health-related challenges. At the time, I was in college and my brother was still in high school. Those losses shook us deeply, but they also opened our eyes to the importance of health, wellness, and creating stronger support systems for families like ours.
That experience gave me a sense of purpose. It pushed me to not only prioritize my own health but also to pour into others, especially young people. Working with youth in the community, I see so many who just need guidance, encouragement, and someone to believe in them. For me, it’s about more than sports or fitness—it’s about helping them build habits, confidence, and resilience that will carry them for a lifetime. Losing loved ones made me realize how short life can be, but working with youth reminds me every day how much potential there is to change the future.”
What’s something you changed your mind about after failing hard?
“As a business owner, one thing I changed my mind about after failing hard was the idea of following trends. Early on, it’s tempting—especially when you’re just trying to get started—to chase what looks popular or what everyone else is doing. But I quickly learned that it’s not sustainable, and it doesn’t always align with your purpose.
Nobody really tells you how tough it is in the beginning. There are setbacks, slow seasons, and moments of doubt. What shifted my perspective was realizing that true growth comes from finding your own identity, staying rooted in your ‘why,’ and operating with integrity. Once I focused on building something authentic instead of chasing what’s trending, I was able to connect more deeply with clients and create something lasting.”
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. What’s a belief you used to hold tightly but now think was naive or wrong?
“A belief I used to hold tightly, but now see as naive, was thinking that lowering prices, giving discounts, or constantly adjusting my model to please others was the best way to help the community. I thought accessibility meant undervaluing the business, but I’ve learned that what truly helps the community is building a strong and sustainable financial structure.
With a solid foundation, we’re able to give back in meaningful ways—expanding resources, adding services that make a real impact, and creating education-based programs that teach life skills, health, and wellness. Being able to confidently say ‘no’ and sticking to the model we believe in has been one of the hardest lessons, but it’s also the difference between just surviving and truly making a lasting impact.”
Okay, so let’s keep going with one more question that means a lot to us: What is the story you hope people tell about you when you’re gone?
“I hope the story people tell about me when I’m gone is that my passion for the community was born out of pain, but it was always driven by authenticity and purpose. That even through loss, I chose to create something that could spark everlasting change. I want to be remembered as someone who used his experiences to uplift others, build opportunities, and leave behind a legacy that continues to inspire long after I’m no longer here.”
Contact Info:
- Website: https://www.behealthconscious.org
- Instagram: @coachjgreene
