At the core of Firm AF is community. The gym – now open in Hoboken – didn’t just want to be another fitness center. They wanted to create a space where people feel seen, supported, and motivated to keep showing up. Small class sizes ensure clients receive a personalized experience.
The 700-square-foot space previously housed a hair salon. “We transformed it into a boutique, strength-focused fitness studio designed to feel intimate and community-driven,” says Sonny Thai, cofounder of Firm AF. He and Cofounder Carl Hall designed the space intentionally for small group training.
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A Focused, Curated Workout
Firm AF only hosts up to eight clients per class, to ensure personalized coaching. For private events or community activations, they can host up to 16 people while still maintaining an intimate, quality experience.
Each class centers around strength training and low-impact workouts, designed to build muscle, improve form, and deliver results. All without high-impact stress on the body. Popular classes include Tone AF (full-body sculpt using resistance and tempo-based training); Peach Please (glutes and legs focused); Cut the Core (Pilates-inspired core work); and Reset AF (mobility, stretch, and recovery).
Many clients love their glute and core-focused classes because they see and feel results quickly. “Our approach to combining low-impact training with strength-focused programming is something many people haven’t experienced before. And it’s what keeps them coming back,” say the owners.
Sculpt. Burn. Repeat.
All classes follow their signature method (and mantra): Sculpt. Burn. Repeat. This core philosophy focuses on controlled, repeated movements that maximize results. “We’re intentionally different,” Sonny and Carl say.
Small class sizes allow Firm AF to “know our clients, coach them properly, and create a real sense of community. It doesn’t feel anonymous here,” they explain.
Firm AF also offers community-based outdoor fitness in Hoboken and Jersey City. This includes a weekly, 3-mile run club that’s designed to feel approachable and social for all fitness levels. They plan to expand their outdoor fitness programming, increase community partnerships with local businesses, and continue growing their presence in Hoboken and Jersey City.
“Our focus is on creating more ways for people to stay active, connected, and consistent in their fitness journey.”
Visit Firm AF at 601 Observer Highway in Hoboken. Look for them online to learn more.
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All Photos: © Ikvalet Photography (Provided by Firm AF)
