What happens when the gym you built… stops feeling like you?

In this episode of Sourced, we sit down with Josh Telling, founder of Fortitude, to unpack the raw, honest journey from passionate coach to true gym owner, and the identity crisis that almost broke everything.

Josh started like many coaches do: a love for training, a small-town gym in the Forest of Dean, and a mission to help people through CrossFit and group training. But as the business grew, something didn’t feel right. The model wasn’t working, the profits weren’t there, the team had nowhere to grow, and Josh found himself trapped in 16-hour days questioning everything he’d built. 

Josh shares the emotional rollercoaster of completely rebuilding his gym, changing the model, rebranding the business, facing backlash from members, and pushing through the doubt that comes when everything feels like it could collapse.

This episode is honest, emotional, and deeply relatable for any gym owner who’s ever asked themselves:

“Did I build the wrong thing… and do I have the courage to fix it?”

If you’re feeling stuck, overwhelmed, or questioning the future of your gym, this conversation might be exactly what you need to hear.