Meet Alicia Loerzel of CrossFit 818 in The Noho Arts District

Today we’d like to introduce you to Alicia Loerzel.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I’ve always been drawn to athletics. For as long as I can remember, I played competitive sports. After years as a personal trainer, a cycle instructor and coaching marathon runners and triathletes, I embarked on a new journey. In 2010, I discovered CrossFit. It had elements of everything I loved and craved about physical fitness. Constantly changing workouts, a community with like-minded humans. An energy, focus and commitment that I had not encountered in the typical “gym” environment. After training for four years under my CrossFit coaches and participating in a couple of CrossFit competitions, I have become a lifelong CrossFitter.

I remember the moment I decided to open my own “gym” that later turned into a CrossFit box. I was walking down a neighborhood street when a man saw my CrossFit hoodie. “Hey, do you CrossFit?” and a conversation ensued. I found out that this person also loved CrossFit but it had become cost prohibitive of him to continue on his journey. CrossFit is Elite. It’s for Elite Athletes. But, I think we are ALL Elite Athletes whether we perform a workout RX or perform a workout scaled or modified. I arrived at work the following day and started researching locations, city permits, gear, equipment, etc.

Finding a location proved challenging. At the time, I loved Poquito Mas (shout out!) and had been visiting the location on Magnolia for several years on a weekly basis so they knew me well. Across the street sat a vacant storefront that had sat for months unoccupied. I walked over and my initial thought was “too small”, keep looking. Something kept taking me back to that storefront and I finally called the Real Estate Agent. A couple of months later…. we were putting a CAGE in, painting, changing the floor, etc. It was actually happening.

We started out as NoHo FitDEQ. DEQ, meaning; Don’t Ever Quit. We worked with At Risk Children in the area by partnering with New Directions for Youth in North Hollywood, offering free weekly after school classes to these kids.

After two years, we transitioned and affiliated to CrossFit. We are now, CrossFit818, having taken over the name from my former Coach.

We are still growing. Our community is small and strong. We have formed close bonds of friendship and support. We have witnessed engagements, weddings, babies… We have helped people transform and hit their goals. Most importantly, we are moving our bodies. We are helping Humans be fit, active, healthy, happy, and confident. That is our new logo and what we aspire to do; helping Humans.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Our initials struggle was just finding a location. The City of Los Angeles has a lot of city regulations that you have to adhere to and we wanted to build from the ground up and do everything right the first time.

There are never enough hours in the day to keep our website updated, social media active and to spread the word. We are still working on that!

Today, I think my personal struggle is just wanting to keep in touch and on top of every member and visitor that comes in to CrossFit818. We actually do care about the people that come into our space. They become our friends and our family.

CrossFit 818 – what should we know? What do you guys do best? What sets you apart from the competition?
I believe in CrossFit. I also believe in people. We can do what we put our minds too. I love it when people gain confidence, strength or just the ability to take a risk and it is reflected in their daily lives.

We are proud of the community we have built and will continue to add to. We are proud of the fact that we were able to open this facility and keep it going on word of mouth. We just started to advertise.

What sets us apart from others? We really want you to live this lifestyle. We want you to feel strong and feel as though you can conquer anything and everything. We care about what you do outside of the “box”.

Some people immediately think that CrossFit is dangerous. They’re right. They’re right in the fact that if you do not know what you’re doing and do not have an engaged Coach by your side, you very well may get injured if you’re doing something you shouldn’t. The beauty of CrossFit and CrossFit818 as a whole, is that we will always be paying attention. Modifying when needed and even telling you that YOU CAN DO MORE. But, we’ll never push you into potential injury. Never.

We’re not an Olympic Box or a highly competitive box. We’ll send you up the street for that. We’re honest in what services and instruction we can provide. After all, we want you happy and healthy and having fun!

What moment in your career do you look back most fondly on?
The proudest moment of my career as a box owner or box “facilitator” – I don’t like the word “owner”. Everyone who is a part of CrossFit818 is truly responsible for our little community. The proudest moment…. there are many but I will pick one. When I received this email from a member who has made the decision to move and embark on a new adventure with his family. It made me truly realize the impact we have.

Hi Alicia! So the possibility that I previously mentioned came true. Fabi got a job offer for a really good job for her career, so we will be moving to the San Diego area within the next month. We’ll know the exact details soon. Unfortunately that means that my time at the gym will come to an end soon. Although I will hope to work out whenever I’m back in town!

Ha ha, I know I’m bad at sharing my feelings in person and there is often someone else working out so I just wanted to let you know that being a part of the FitDEQ/Parade/818 family has meant so much to me. Working out has forced me out of living in my comfort zone at all times. I have always enjoyed the workouts and the people. It’s a diverse group but everybody has always been good to me, which is good since I’m the awkward quiet one. You’re a hero of mine since you work hard, are successful, travel like crazy and I’ve never sensed that you take any bad days out on anybody else in the gym, even if days aren’t so good. You’re the most genuine person I’ve ever met.

Ha, I’ll stop getting all sappy for now. But knowing me in the past, I would have said no to the possibility of moving even with a family and stayed in my comfort zone. Now I will be jobless and will have to go out and find work, thankfully I’ll have some time there to figure it out but this is totally something new to me. I also know that this will work for Sammy and I have been made a better person since I am willing to change things for her benefit and I used to be more closed about it. Lol plus she runs around like a little lightning bolt and it helps to have some strength and speed to run after her.

I will say thanks in person but I thought I would send this too. I’ll let you know more details when I have a better timetable.

Pricing:

• Our current pricing is $50 a month, unlimited.

Contact Info:

• Address: You can visit us at www.crossfit818.com and search for us on Facebook, Instagram and Twitter.

Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.