Jeff Pettit, the CEO and owner-operator of Denver Health & Fitness in Denver, North Carolina, has been building his fitness business for nearly two decades. What started in 2008 as a modest 10,000-square-foot club has grown into a thriving operation with two locations and a combined 100,000-plus square feet, including outdoor pickleball courts at the newest site.
In this video, Pettit walks us through his journey of expansion and growth, sharing what it’s been like to open a second location, the challenges and joys along the way, and how his family plays a central role in the business — his daughter Brooke serves as general manager overseeing both Denver Health & Fitness clubs.
He also dives into his experience partnering with Matrix Fitness to upgrade equipment and design floor plans for both facilities. Pettit explains why he chose Matrix, from their constant innovation to their complete solutions that meet the needs of his members, and how seamless the process was from planning to opening. Member feedback has been overwhelmingly positive, with equipment performance and ergonomics being a standout feature for guests.
Beyond equipment, he highlights the value of customer service and support when challenges arise. He shares how Matrix has consistently delivered solutions, showing that great partnerships are not just about products but about people who stand behind them.
This conversation offers an inside look at what it takes to grow a family-run fitness business while keeping member experience and quality at the forefront.
