May 8, 2017

Meet Gabriel DeVine of DeVine Physiques in Sherman Oaks

Local Stories

Today we’d like to introduce you to Gabriel DeVine.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I grew up in San Jose– I was obese and never concerned with my health. Shortly before getting in shape, I was smoking a pack of cigarettes a day, squandering my income on bar tabs, and eating massive quantities of unhealthy food while never working out.

I moved to Los Angeles in 2009 to pursue a career in acting, and came to a realization: I either had to get in shape, or learn to be funny so I could be the “chubby comic relief.” I decided to get in shape, and it overtook my life. My career as an actor was tumultuous, including a stint in 2010 where I was homeless and unemployed. In early 2013, I came to a stunning realization about myself: I was more passionate about learning about health and fitness than I was learning about acting; I was more excited about telling others how to lose weight than going to auditions; I was more determined to get stronger and more fit than to get more roles.

I got my NASM (National Academy of Sports Medicine) Personal Training Certification in August of 2013 with the goal of helping others achieve their health and fitness goals. I interviewed at a commercial gym, and was put off by their expectations for trainers– It was primarily an emphasis on selling training packages. There was simply not enough emphasis on the client’s results and goals. I decided to forego the job at the commercial gym, and instead invested in equipment and hit the road as an independent trainer.

I began with a small business loan, moved into a two-bedroom apartment in Sherman Oaks and converted one of the bedrooms into 180 sq. ft. training studio. It was cozy, but efficient, and it worked. I struggled at first to get clients (as I didn’t even know where to start in getting clients), but eventually I was able to slowly grow my business. During this time, I was supplementing my income by driving for Uber & Lyft, and was still working as a web designer.

I saw continued growth which lead to concerns that my property manager would put an end to my operations . . . So, as a gift to myself, on my 28th birthday (in 2015) I signed the lease on a commercial space on Ventura Boulevard, where I’m currently located.

The focus of DeVine Physiques, from the start, has been to cater to the personal needs and goals of each individual client, which is why I remain committed to a 1 on 1, fully private training experience.

Has it been a smooth road?
It has not been smooth, and I think most small business owners would tell you that. The struggles began from day 1: My business plan was rejected, and I didn’t get the funding I requested. . . Nor the interest rate I wanted to pay. This turned out to be a blessing in disguise, though, as it forced me to reevaluate what equipment I needed, and how I was going to conduct business. My much smaller loan was approved, and worked out pretty damn well.

Also, an issue from day 1: Getting clients without a storefront, and without previous clients to point to. I began training a few people for free as a way to generate progress photos and reviews, and that helped me overcome that initial hump to gain an online presence. Today, I find myself operating at capacity (there are only so many hours in the day), and have been for some time.

Another major struggle has been learning the ropes of small business ownership. My stepfather owned and operated a video store for more than two decades, so I’ve been lucky enough to have someone to bounce questions off of, but there has definitely been a lot of trial and error.

We’d love to hear more about your business.
My training is all about doing the work, and changing your lifestyle. Here are some things that set me apart:

I have a “No BS attitude,” which means no “Bro-Science.” I am committed to an evidence based approach. Everything that is a part of my training technique is backed by legitimate scientific evidence, and there is a reason for everything that’s done. You will never hear “hey bro, lift this and you’ll get swole” in my studio. In a similar vein, I don’t sell my clients any products, as that should not be the foundation of a healthy lifestyle, nor are any products the magic bullet people want them to be.

An important thing that sets me apart from other trainers is that clients can reach out to me when they need help. I fully acknowledge the mental training that must coincide with the physical training that happens in my studio. I am also well aware that the mental training is often far more challenging than the physical is alone. I make sure that my clients know that I am not here to criticize or judge, but to create a safe environment for them to challenge themselves to meet their goals and discover new ones, as well as discover strengths, inner and outer, that they may not have known they possess. I have trained several clients with eating disorders, and I make sure they know they can call me when they need support– As an example, one particular client utilized this support structure and I was able to help her through what could have been a really rough day. When I saw her the next day, she remarked on how I never came down on her for what could be perceived as a “moment of weakness.” I told her that it’s not my job to come down on anyone, but rather, to support in any way I can.

I specialize in helping people change their lives. My approach is very hands on; I don’t do short term goals. . . I emphasize a change in lifestyle, healthy living, and doing the work. A great example of my emphasis on lifestyle: One of my first clients asked why we didn’t do regular weigh-ins as part of tracking her progress. I replied, “We’ve been focusing on changing your lifestyle and nutrition plan, and you have; which means that the weight will drop off with time.” She smiled and informed me she was down almost 15 pounds, and wanted to share the great news.

I emphasize empowerment– While every client comes to me with their own set of goals, I also make it a goal to ensure everyone can perform a push up, a chin up, and at least 1 deadlift at their bodyweight. The running joke behind this is to make everyone “harder to kill,” as that was what one of my first clients said her goal was. One of my favorite things is when a client comes to me and tells me something they “can’t do,” or “won’t do,” or some other defeatist phrase. . . And then we achieve that goal.

Finally, I’m much more than a personal trainer– I’m also a Corrective Exercise Specialist, Fitness Nutrition Specialist, and will be continuing my education soon with a specialization in Behavior Changing Strategies from the National Academy of Sports Medicine.

Is our city a good place to do what you do?
Image is everything in the entertainment capital of the world, which means the demand for trainers will remain high; this fact, coupled with the surge in demand for personal training in the last 10 years means Los Angeles is a fantastic area for a personal trainer to setup shop.

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