CrossFit is a cross-training group-orientated fitness regime that does not rely on hours of grind on a multitude of machines.
Since its inception in a Californian garage a decade ago, CrossFit now boasts about 2500 licensed affiliated gyms around the world, with Dunedin's the 16th in the country, and third in the South Island, following two in Christchurch.
Owner operators and personal trainers Grant Hughes and Rachel Jones see the move away from gym machines to a combination of aerobic, cardio-vascular, endurance and weights exercises as key to attaining and boosting overall core strength and conditioning.
"Through differing the order of exercises, which are mixed and matched, the body doesn't get used to just one mode of training," Mr Hughes said.
Ms Jones (31) and Mr Hughes (28) have been involved in the fitness industry for more than 15 years between them, mainly in Dunedin.
Mr Hughes won the New Zealand Fitness Industry small group trainer of the year award in 2010.
Ms Jones said CrossFit focused on entire muscle groups through a wide variety of mixed exercises that could be scaled up or down in intensity to suit the individual, with the emphasis on 10 fitness areas, including stamina, strength, flexibility and power.
"Essentially, the same programme can be used for everyone, whether it's for a novice or elite athlete. Rather than an hour on a machine, it's 30 minutes of quick, smart, efficient training," she said.
While predominantly aimed at block bookings for groups, CrossFit also caters for individuals requiring personal training.
The seven-day operation is expected to grow to cater to 250 to 300 clients a week.
CrossFit offers outdoor "bootcamp" and boxing programmes in block courses and is developing Crossfit for teens and children.
