Today we’d like to introduce you to Holly Butler.
Hi Holly, so excited to have you with us today. What can you tell us about your story?
I took ownership of CrossFit Obsession in 2018 with my husband, Jake, after more than a decade of coaching and a lifelong passion for fitness. From day one, our mission has been simple but powerful: fitness is for everyone. We wanted to create a place where people of all backgrounds could train safely, build confidence, and find a supportive community.
Over the years, we’ve weathered challenges—including the pandemic—and continued to grow by staying true to our values: quality coaching, proper movement, sustainable lifestyle habits, and building relationships that extend beyond the gym walls.
Today, CrossFit Obsession is more than just a workout space; it’s a second home for our members, a place where people transform both body and mind while having fun in the process.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It’s been anything but a smooth road. In 2021, I lost my mom—and that pain never really leaves you. Grief has a way of showing up in unexpected moments, even in the middle of a busy gym day. That same year we had to move the gym (again) , packing up everything we’d built and starting over again and again. And, of course, after the 2020 COVID hit—forcing closures, slashing revenue, and piling financial stress on top of the emotional weight I was already carrying.
There were days I questioned if we could keep going. But in those moments, it was our community—our members, coaches, and friends—who reminded me why we started. We weren’t just building a gym. We were building something strong enough to hold people through the hardest parts of life, including my own.
Can you tell our readers more about what you do and what you think sets you apart from others?
My work today is the product of over a decade of coaching and a lifetime of loving movement. I started as an athlete who just wanted to feel strong and capable, but along the way I discovered my true passion—helping others realize they can do far more than they ever imagined.
At CrossFit Obsession, I don’t just coach workouts. I coach people through fear, doubt, and the stories they’ve told themselves about what they can or can’t do. I’ve worked with brand-new beginners, lifelong athletes, and everyone in between. What drives me is watching that moment when someone lights up because they’ve done something they never thought was possible.
I’m most proud of the fact that we’ve built a space where people feel seen, safe, and supported—especially those who’ve never felt comfortable in a gym before. We focus on proper movement, sustainable habits, and building true strength that carries over into every part of life.
What sets me apart is that I’ve walked this road myself. I’ve faced setbacks, grief, and doubt, but I’ve learned how powerful it is to keep showing up. That’s what I teach my members—not perfection, but persistence. And that’s what makes our gym more than just a place to work out. It’s a place to grow, to heal, and to remember that you are stronger than you think.
Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
I’m a huge risk taker—probably to a fault. I’ve never been one to play it safe when it comes to something I believe in. If I care about something, I will fight for it to the bitter end.
Buying our CrossFit gym was one of the biggest risks I’ve ever taken. It meant leaving the comfort of a steady paycheck, investing our savings, and betting on ourselves in an industry where most small businesses don’t survive past a few years. Since then, I’ve taken risks in expanding, moving locations—twice—navigating the pandemic, and making big changes to our operations when it felt like everything was on the line.
For me, risk isn’t about recklessness—it’s about commitment. It’s deciding that the dream, the mission, and the people you serve are worth stepping into the unknown for. Sure, there’s fear. But I’ve learned that fear is just proof you’re doing something that matters. And even when it’s hard, I’d rather take the leap and fight for something I love than live with the regret of wondering what if.
Pricing:
- $129 limited membership
- $149 unlimited membership
Contact Info:
- Website: https://www.crossfitobsession.com
- Instagram: https://www.instagram.com/gateway_fitnesscf/?hl=en
- Facebook: https://www.facebook.com/HollydeeServiceButler/
