What started as one studio in Brickell is now three locations across Miami, Fort Lauderdale and Orlando, and a community that’s grown past 600 members. Fire Up was born as a family dream: Leonardo Pirillo and Romina Martínez left Argentina for the U.S. with nothing but a dream and a bootcamp concept. “We had to build everything from the ground up: a new life, a new community, and a new brand in a different country”, Leonardo recalls. In the early days, they did it all themselves: teaching classes, cleaning the studio, answering messages, selling memberships. There were difficult moments, but they always had a clear vision. “We didn’t just build a business, we built a family around a passion”, Leonardo adds. “Every challenge became part of Fire Up’s identity”.
From the moment someone walks into Fire Up, the goal is for them to leave the stress of work and their daily routine behind. The signature scent, the music, the lighting, none of it is incidental. “We wanted every class to feel like an event, not just another workout session”, Leonardo explains. The training matters, but for him, it’s not the only important factor. “Our goal was to build a space where people feel part of a community, where they are known by name, where their achievements are celebrated, and where they genuinely want to come back”, he shares.
Romina brings more than 30 years of experience in fitness, building a workout that’s demanding and effective while staying welcoming for all levels. Leonardo’s own path shaped the studio just as much. “In my case, I am an amputee, and that experience taught me that there is always a way to adapt, overcome obstacles, and keep moving forward. We believe the training should adapt to the person, not the person to the training”, he reflects. For Leonardo, what’s still most alive inside the studio has less to do with the workout itself. “We know their stories, we celebrate their progress, and we truly care about every person who walks through our doors”, he says.
Finding your own way in a crowded market
Miami’s fitness scene is one of the most competitive in the world, Leonardo says, but it’s also a city that values authenticity. His advice for anyone opening a studio here is not to copy what already exists. “The most important thing is finding a brand, a concept, and an experience that you truly identify with”, he says. He’s also candid that no one has to do it entirely alone. “Partnering with or joining a brand that has experience, a proven system, and a culture aligned with your values can accelerate the journey and help you avoid many mistakes”, he adds. At the end of the day, he believes people aren’t just looking for a place to work out. “They are looking for a community and a place where they feel they belong”.
Fire Up’s next chapter is about more than square footage. “Our vision has always been to build a brand, not just open studios”, Leonardo says. That means new locations in markets where they can build strong communities, alongside new formats connected to fitness, nutrition, experiences, and education. They’re also open to bringing in outside capital. “We are always open to conversations with investors and strategic partners who believe in our vision”, he says, “it’s not only about opening more locations, it’s about finding the right partners who understand our culture, our community, and the experience we want to create”. Whatever comes next, the philosophy stays the same. “For us, the biggest achievement has been building a community of people who believe in our philosophy. We want to protect what made us different from day one: high-quality training, a unique experience, and a community where every person truly matters”, he concludes.
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