I joined The Firm in September of 2024. I love the fact that it's small, intimate, and personalized to your individual goals. You work with personal trainers who are supportive, encouraging, and professional; some are physical therapy students. I meet with a personal trainer twice a week and can go to as many circuit classes as I want. They change your exercises every 8 weeks as you progress. This is my first gym experience and I couldn't be happier. I'd recommend this place to anyone who is actually committed to improving their quality of life. We only get one body in this life and we should take care of it. The price is right for what this place offers. It just depends on what your priorities are in life. You pay monthly and if for whatever reason you need to cancel, you'd give them a 30 day notice and are responsible for payment for that time. It's a small private gym and that seems reasonable to me. I highly recommend The Firm! read more

(Important for Context: I have uploaded photos of the owner's response I am discussing below. The owner of this business must have realized - or, more likely, was told by someone else - how out of line she was, because she deleted it less than 24 hours later.) ***Update as of 6/25/19: Yikes!! Beware, fellow Yelpers & SF locals- this business owner is extremely unprofessional- and honestly a bit scary! Have you ever seen such an aggressive response from a business owner on Yelp?! I know I certainly haven't. The response posted to my review today is incredibly insulting, inaccurate, and probably the most unprofessional behavior I've EVER witnessed from a business owner! Good luck running your "enterprise" with an attitude like that. (Side note: Calling your own small business an enterprise?! Lol.) Betting that anyone who reads your terrifyingly aggressive response will know to steer clear of your gym.*** I reviewed this business a while ago, but I decided to delete my review a month or so ago because I felt strongly that I wanted to keep my Yelp reviews all positive, as I always have. Good vibes only. Feel me? I've only ever used Yelp to support businesses I love, so I decided to delete my honest, but negative review of "The Firm" to be nice, tbh. However, after walking by this business several times (since I live in the neighborhood) and being reminded of the horrible treatment that I experienced when I decided to leave this gym, I felt that it would be wrong of me not to share my experience with others. I would hate for anyone else to walk into this place and walk out getting scammed like I did. I personally had a very negative experience when I decided to leave this gym, and was swindled out of HUNDREDS of dollars. I would not recommend "The Firm" at all. Overpriced, bougie and money hungry. Full disclosure: I also personally witnessed a trainer (who still works there) openly speaking very negatively about a paying member of the gym with another member during several of my workouts. Avoid this place at all costs. BTW- I use Yelp solely to post 5-star reviews to help support local/small businesses that I love. This is the ONLY negative Yelp review I have EVER posted, because I've never experienced such horrible customer service in my life. For the owner to insinuate that I "deleted negative reviews to make it appear like I only write positive ones"...you have no idea what you're talking about. :) I have never written a negative Yelp review in my life, until now, because I've never felt the need to. I've never been treated so horribly by a business in my entire life- until I made the crucial error of becoming a member of "The Firm". Little business tip for ya- don't attack your customers. Don't be greedy and swindle honest people out of hundreds of dollars. Maybe then you won't have to deal with a one star review warning others of your unprofessionalism. (shrugs, drops mic) read more

I found the firm from a friends recommendation to see Chris after dealing with some low back challenges that kept creeping up when I would incorrectly train. The Firm offers private group training, so a 3:1 ratio of people to trainer. I found it a great way to get personalized help without paying private training rates. Highly recommend Chris or Gary, they both are very kind/professional/taught me a lot on form. JJ the owner is also very nice and was almost always there when I was in. The community is nice and felt very comfortable/supportive and helped me stay consistent. The only con is the times to book were pretty competitive to sign up for especially for morning slots. read more

First about myself. I am overweight, and have many pounds to lose. I have tried to do this on my own and joined gyms before. I have looked at all sorts of different options, but at the end of last year, I decided to try personal training. I was nervous but excited. The membership is certainly expensive, but I absolutely think it's worth it. The biggest reasons that keep me coming back 4 times a week or more is the trainers, the people and the schedule. The trainers are amazing. They know how to get you a killer workout in 50 minutes or less. They pay close attention and focus on movements that build strength and flexibility. They pay attention to your form and help you get the most out of each exercise. The people that go to the gym are amazing too. It's a small group of neighborhood locals. This is not a place full of gym bro's pumping iron and grunting loudly. This is a friendly place of people who want to get in shape, or lose weight and support each other in the process. I was genuinely surprised at how kind and welcoming everyone is. I give JJ (the owner) a lot of credit for encouraging a supportive environment. This made me so much more comfortable getting started as I didn't feel like I had to compare myself to everyone around me and didn't have to get over the embarrassment of not knowing what I was doing. Lastly, I think the schedule keeps me from skipping classes and training sessions. You use an app to sign up for your training sessions and classes. You can only sign up 1 week ahead of time, so every day you have to think about your schedule for the next week. This bothered me at first, but now is just a part of my routine. This is effective for me because it forces me to make the decision to work out next week! It's easy to sign up for something a week away. The catch is that you are charged for the class if you cancel too late. So when I hear my alarm go off early in the morning, I get out of bed because I've already paid for the class and don't want to pay to miss the class as well. It's incredibly motivating. From the outside, the facilities may look modest. Even inside it looks like there is not much. Not many fancy machines, or a lot of equipment you may find at large gyms. Don't let this fool you. The trainers are very clever and have more than enough equipment to help you get a great workout with a wide range of movements. I've been going for just over 2 months and have seen real measurable improvement. I can't wait to see how much further I can go in 12 months. tl;dr; This is a fantastic local gym. It's expensive, but absolutely worth it and has been helping me actually get in shape and enjoy the process. read more

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Thank goodness that The Firm survived the pandemic! Being able to keep working out virtually during this very hard time has been an absolute lifesaver. I can't thank JJ and Justyna enough for the last year. They are awesome at what they do. The Firm is an amazing gym (the best gym I have ever been to hands-down) and also such a great community. I have made life-long friends at The Firm. I joined when it opened in 2015 and never had an injury once - thanks to all the trainers' careful attention and professional expertise. Every trainer I have worked with at The Firm has been knowledgeable, safety-orientated, motivating, kind, and passionate about health and fitness. Shout out especially to JJ, who is at the helm of this wonderful gym. If any Yelpers in the area are out there reading this and thinking of joining The Firm, you should!! read more

I wanted to update my post to reiterate the awesomeness that is The Firm. They just added 2 new trainers Marcus & Lucas who are as superb as Omar & Jessica! JJ & Andrea are great owners and work hard to make the gym a great experience. The Firm is by far the best gym I've ever belonged and perhaps as important the gym offers a real community - my wife and I have made many friends here. The whole place is super supportive and a joy to be a part of! Knowledgeable and supportive trainers (Omar, Jessica, Keith and owner JJ are all wonderful!) Personalized workout plans tailored to each individuals needs! Very nice facility and equipment! I've been to many gyms and this is by far my favorite!! read more

Honestly can't say enough good things about this place. The the workouts are excellent, the equipment is top notch, and the team is amazing. I was a member for two years and sadly had to leave recently because we moved out of the city. Definitely the best experience I've ever had at a gym. Big shout outs to JJ, Omar, Jessica, and the rest of the team! Thank you guys for making my time there such a blast! read more

Truly the best gym I have ever been a member of. The entire staff is warm and genuinely cares about you and your progress. The workouts are catered to your specific needs. After coming to The Firm I no longer need chiropractic care as I have strengthened my back. So grateful to have found this place and cannot say enough good things. read more

I've been a member for nearly two years, and The Firm SF epitomizes exactly what I'm looking for in a gym. The Staff: Each member of their team is deeply invested in your progress and development. I am always surprised and impressed by the knowledge of each trainer in a myriad of capacities. From each of them knowing your exact fitness goals, to always keeping your workouts fresh and challenging, I always leave with a smile on face (while dripping in sweat). They clearly are incredibly talented, and help inspire each member to achieve personal bests everyday. The Equipment: The gym is ALWAYS spotless, the equipment is ALWAYS fully functional, and there is such a broad diversity of equipment, that you're never lacking for that exercise you're longing to perform. I have been a member of many gyms (even high-end facilities like Equinox), and can honestly say The Firm SF always delivers on its promise of top notch, well-maintained equipment. The Members: One of the big reasons that make me eager to come in everyday is the community of members. Almost everyone is a regular attendee, and everyone is courteous, friendly, and encouraging of your personal fitness journey. I can come in each morning and know that I'll be excited to connect with every person in the gym and build deeper bonds of camaraderie. It truly feels like a community of people that are invested in the well-being and personal development of everyone else. I truly cannot say enough about how much I enjoy this gym. I am beyond thankful to have this gym accessible to me, and always eager to be there each and every morning I can. If you can, I urge you to check this place out! read more

Put simply: this gym changed my life! I joined the first day they opened their doors 4+ years ago with no weight training experience and little success maintaining any fitness regimen in the past. My original goal was to lose weight but I quickly developed a passion for learning new skills and gaining strength. I attend 4-5 days per week consistently and it is always a highlight of my day. Thanks to the supportive and motivated trainers, caring owners and incredible, friendly and fun members, I look forward to my workouts rather than it feeling like a chore. I especially want to mention how important The Firm was during shelter in place the past few months. Thanks to Jessica's FaceTime private trainings, JJ, Omar and Justyna's zoom classes and text motivations, I have been able to maintain my workouts (and mental wellness!). The Firm has kept me fit and emotionally well for 4 years and even in the most difficult circumstances. And that is just the beginning of how The Firm has impacted my life. My daughter, not a natural athlete, attends the youth classes. In the past 2 years she has gained so much confidence in herself and her abilities! Thank you to The Firm and members for helping build such an incredibly supportive community! read more

The Firm is awesome. We've been sending our kids there (son - 14, daughter - 11) for the Youth Fitness program and they love it! What a great way for them to get the exercise they need, and actually learn how to work out in a proper and safe way. Every staff member I've met seems to really care about the clients and their individual needs, which is so important. I highly recommend the Firm! read more

Okay, in the spirit of "Season of Giving," I've decided to give another review, but more importantly, to give Yelpers another reminder of this opportunity to work with dedicated people. If you're intimidated by the typical gym atmosphere, be intimidated no more: The Firm is small and intimate. It's quiet and accepting. So that's one consideration. If you like personal attention, this is another great place for you. I did the semi-private personal training sessions which were mostly one on one or two on one. If you want someone to really push you, you should look for Omar. He's one of the main personal trainers who knows form super well - it helps those who might be injured or healing from old injuries. If you want someone who knows what she's doing and is super positive, there's the other main personal trainer, Jessica. She has the best body ever (super fit!) so you know what you're shooting for ;). The owners of the gym are a married couple, JJ and Andrea. Both are so knowledgeable and thoughtful. Whenever someone is slightly hungry or rushed to workout without proper carb intake before, JJ offers energy chews and other things like protein bars. As someone mentioned before, this is a very engaging gym with engaging people. Treat yourself to an early holiday gift and join The Firm :). read more

Still at the Firm coming onto 2 years. When I walk down the street I can feel that my spine is straighter, my legs are more powerful, and that I carry myself with strength. I'm still getting stronger, still moving towards a more lean shape. Everyone at the Firm cares about my progress and my health. I can't imagine my life routine without it. Thank You all at the Firm!!! read more

The Firm has got to be the most unique gym in SF. I'm not sure I'd even call it a gym - it's more like a studio for your personalized fitness program. Do you pay more? Heck yes you do. But it's an amazing place that is for people who are ready to get fit like never before. Everything is personalized from the initial (very thorough) assessment to the individual workouts. The personal training is "semi private" - in groups of 3 - but that's PLENTY of one-on-one time with the trainers. And speaking of the trainers, you literally will not find more knowledgeable trainers than JJ, Jessica, Omar, etc. And they're nice people too. In fact, everyone who goes there seems pretty chill, it's just that kind of vibe. You get access to an unlimited number of group classes as well, led by the same trainers who know your exact needs. They'll also talk to you about what you're eating, b/c that's obviously a key piece too. There are follow-up assessments and constantly evolving workouts to keep you engaged. What an awesome place -- highly recommended. read more

Looking for a new gym? Want to get in shape and stay in shape? The Firm is the place for you. It's incredible. The trainers are all super friendly and hella competent. The small classes and semi-private training are phenomenal. While the Firm is definitely on the pricey-side, it's worth every penny to invest in your health. The Firm helped me lose weight and get super strong and toned. Jessica and Omar, in particular, are motivating, accommodating and adept trainers. The General Manager, JJ, makes a point of getting to know everyone in the gym and facilitates a sense of community within the gym. Great full body workouts. Gym classes and personal training. Fun cross-fit equipment instead of treadmills and bench presses. Fun. Intense. Rewarding. I cannot recommend this place more. If you can afford it, JOIN now. Invest in your health. It's worth it. read more

I cannot thank everyone at the Firm enough! Since Covid - the Firm has managed to do what they do best. They re-invented their personal training services to online classes. My sessions maybe long distance, but JJ checks in with me to assess me personally and to tailor exercises to my specific needs. Andrea, has helped me create better habits and with her encouragement, I actually look forward to my weekly workouts. The entire Firm Family has been amazing to work with, and you know they are vested in my progression. Thank you all for helping me get to where I am today! read more

This is a far past due review because I have been a constant client for almost 3 years and definitely, The firm, has become a part of my weekly routine over the past few years. I was about 1 year with the firm when I got a shoulder injury in skiing. I thought I had to quit my workout but after few sessions of physical therapy and medical treatment, I came back to the firm. I got so much attention and support which helped me passing through a very painful stage but, to recovery. I had the opportunity to work with Jessica, Omar, JJ, Lucas and others. And now I can declare a pain free life for over the past 6 months. I can strongly say that They all are very knowledgeable, very attentive and super responsible. Looking back, I feel kinda grateful to my injury, because I gained a better posture and stronger shoulders. That's all because of the firm instructors, and workout plans and personal guidance. I highly recommend this gym. Thank you all for what you do. Keep it up! read more

Congratulations Miller's just what this area needed. The facility is amazing and love the trainers!

I want to add an update to my earlier post. Little did I know when I started working out at The Firm that I had a torn meniscus. I let JJ know that I had a knee injury. JJ and his ENTIRE team have gone out of their way to incorporate the exercises my PT has recommend and have adjusted my work outs to insure I am increasing my strength not impeding my progress. The level of personalized service is beyond anything I could have asked for let alone expected. Their knowledge of exercise physiology and how to apply it is fantastic. Above all the genuinely care about me. I love this place!!!!! read more

I am not a big Yelper but these guys deserve a BIG shout out! JJ, Andrea and their team are a group of incredible and knowledgable folks. Not only do they have fantastic workout classes and programs, they also have YOUR best interest in mind. I was in a car accident late last year and JJ and his team not only asked me how I was progressing but took an active part in helping me understand the recovery process. In addition to the awesomeness above working out with trainers Jessica and Omar is worth waking up early for! Their personable approach is encouraging and educational. With the small group classes you are sure to get an awesome workout while building community. Highly recommend these guys! read more

I've been working out for less than a week, switching between semi-private sessions and classes. Totally customized and pre-planned work outs, I don't have to think about what my work out will be - it will be challenging, complete and done in an hour. A perfect fit, I can't recommend it more highly. read more

People I haven't seen in a while ask me "What happened? What are you doing differently?" I give The Firm all the credit. They have taught me the correct way to work out with form, intensity and consistency. Down 14 lbs, more energy than ever and I can finally touch my toes. The Firm is a unique combination of trainers who truly care about your health, strength, nutrition, mobility and understand how to get you back on track after time off. A fun group of people, good music and motivating too. read more

The Firm is a fantastic place to go to get in shape. All the kit is in great condition and the whole team is incredibly professional and friendly. The mix of semi-private and group classes is perfect and they have a wide range of times that makes it pretty flexible as well. Finally, the staff have managed to create a great community feel in there. read more

Challenging workouts, innovative approaches, nice environment. Gyms only work if they keep me engaged. This one does.

The Firm is a new place in Cole Valley/Haight and although it's been a long time since I joined a gym, I felt reassured as soon as I entered. The super friendly proprietors JJ and Andrea are just what you need if you are embarking on a return to fitness. I didn't feel judged or worried that I wasn't doing things right. I was able to ask as many questions as I liked as JJ assessed my fitness. His experience is evident and he took care of me really well. It's a lovely space with lots of light - all I have to do now is get down to the hard work of training! read more