Today we’d like to introduce you to Paula Hough
Hi Paula, thanks for joining us today. We’d love for you to start by introducing yourself.
In 2001, my husband’s family business was closing, leaving both of us without employment. At the time, we were in our mid-thirties with three young children to care for. Despite the uncertainty, we made the decision to remain in our small hometown of Fort Morgan, a place we believed was ideal for raising our family. We were determined to forge a new path and take a leap into the world of work. My husband became a financial planner with Edward Jones, while I decided to pursue a lifelong passion—fitness—and open my own business.
Having been part of the gym community in the Front Range during my late teens and twenties, I knew Fort Morgan was a health-conscious community, yet it lacked a modern fitness center that truly served the needs of its residents. I felt I could bring something unique to the area, offering a different vibe from what was available. After a long search for the right location, equipment, and team, I knew that if the pieces didn’t align perfectly, I would have to let the idea go. Fortunately, everything came together, and The Body Firm Fitness Center was born.
Now, twenty-four years later with the support of the community, we are stronger than ever, and I couldn’t be prouder of what we’ve built.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
The road to success certainly hasn’t been smooth. One of the biggest challenges was starting new careers while raising three small children. Failure simply wasn’t an option for us, and that urgency drove us to work harder than ever. Balancing the demands of running a business that is open seven days a week and nineteen hours a day, with the needs of young children was incredibly difficult. In the beginning, I couldn’t afford to hire a large staff, so I had to be present at the gym constantly. My children likely remember growing up in the gym, and that’s something I don’t take lightly—it was one of the toughest aspects of starting the business.
Despite the challenges, we saw steady growth, although it wasn’t without its bumps. The 2008 economic crisis hit us hard, especially as we were still in the growth phase. Many of our members had to cut expenses, and gym memberships were one of the first things they let go. The pandemic, of course, was another major obstacle. Just before the pandemic hit, we had seen our highest membership numbers and gym usage, but then we were forced to shut our doors for three months. Opening back up with limited occupancy was financially devastating. During that time, we couldn’t charge our clients, but we were still required to cover operational costs.
We were incredibly fortunate to have such loyal clients who came back once restrictions were lifted, and our long-standing reputation played a big part in our survival. Without their support and the foundation we had built over the years, we may not have made it through.
Alright, so let’s switch gears a bit and talk business. What should we know?
The Body Firm is a full-service gym offering everything from strength equipment and cardio machines to free group fitness classes for our members. We also welcome non-members with an affordable drop-in fee. This is important as many people are in Fort Morgan temporarily for their work. Our mission was to bring a more modern gym experience to our small town, focusing on three key areas: state-of-the-art commercial-grade equipment, a clean and welcoming environment, and a friendly, supportive staff. At the same time, we’ve worked hard to keep our gym affordable, recognizing that Morgan County is an economically modest community. We’re also proud to be one of the most ethnically diverse areas in the state, and we wanted to ensure our gym was inclusive and accessible to everyone.
What truly sets us apart, though, is the community vibe we’ve cultivated over the years. What started as an intention to create a great gym has evolved into something far more powerful—our gym has become a place where people feel at home. We’ve been fortunate to hear from members who consider The Body Firm their second home and share how we’ve positively impacted their lives. It’s especially rewarding when people come back to visit us after trying larger gyms in the Front Range and tell us that no other gym offers the same sense of community.
At the heart of this unique environment is our amazing team. They are passionate about people even more than they are about fitness. Every single day, they put our clients first, and that dedication is felt by everyone who walks through our doors. Our brand is not just about equipment or facilities—it’s about building relationships, supporting each other, and fostering a space where our members feel valued and motivated. We are proud of the community we’ve created and the impact we’ve made on so many lives.
What matters most to you? Why?
In the early years, what mattered most was simply keeping the doors open and not failing. We were in survival mode, working tirelessly every day to make sure that the business could stay afloat and support our family. The pressure of having young children and a new business to run was overwhelming at times, but we were determined to make it work. Failure wasn’t an option—we couldn’t afford it. But as time went on and things started to settle into place, my perspective began to change. I realized that what we were doing was bigger than just getting by. It was truly making an impact, not only on the individuals who walked through our doors, but on the health and wellness of the entire community.
I started to see how the gym had become a place where people could come to improve their physical health and mental well-being. It wasn’t just about lifting weights or running on a treadmill—it was about providing a space for people to better themselves, build their confidence, and connect with others. The more I watched our members transform, not just physically but in their overall outlook on life, the more I understood how deeply we were affecting the entire town. People needed a place to focus on their wellness, but they also needed a sense of community, and that’s exactly what we had built.
Looking back, I never could have predicted what The Body Firm would become. Now, I feel incredibly proud of what we’ve created. Every day, I get to wake up and go to work in a fun environment, surrounded by incredible people—both the clients who come in every day and the team we’ve built. We’re not just running a gym; we’re creating something meaningful. We’re providing a space where people can improve their health, yes, but more importantly, they can connect with others and feel like they belong. It’s something I never realized I would get to be a part of, and it fills me with a deep sense of purpose.
I’m proud of what The Body Firm represents for this community, and it’s so rewarding to see how our members have grown, not just in fitness, but in confidence, friendship, and overall well-being. I truly believe that what we’re doing matters, and knowing that I’m making a difference in the lives of people I care about from my hometown makes me happy every day.
Pricing:
- $38 per month for a year membership
- $5 daily drop in
Contact Info:
- Website: https://www.bodyfirmfm.com
- Instagram: https://www.instagram.com/bodyfirm4/
- Facebook: https://www.facebook.com/TheBodyFirmFM/photos_by/
Image Credits
photos by Abbey Hough with Word of Mouth Productions
