Life & Work with Anthony Freeman of Inglewood

Today we’d like to introduce you to Anthony Freeman

Hi Anthony, thanks for joining us today. We’d love for you to start by introducing yourself.
Imagine a kid from Inglewood, California, weaving through the streets on his bike, dreaming big dreams under the California sun. That was me, Anthony Freeman, a guy whose love for BMX turned into something way beyond racing.

Growing up in Inglewood in the 1980s wasn’t easy. Gangs were big, crack was everywhere, but sports and education were our tickets out. My parents, both Parks and Recreation coaches, instilled in me the values of coaching, community, and sports. Because of my family’s influence, I spent a lot of time at Roger’s Park with legends like Lisa Leslie, Tyra Banks, Paul Pierce, and Suga Knight, where we all shared one thing in common: big dreams amidst the chaos of our city.

But my bike wasn’t just a ride—it was my tool, my science experiment, my muse. It taught me more than just tricks; it taught me resilience and the power of self-teaching. My bike allowed me to be both sides of myself, the athlete and the nerd.

In the late 80s, I was tearing it up on the KHS National BMX team, cruising from coast to coast and racking up wins. In the early 90’s, I earned my spot in the National BMX Hall of Fame after winning a #1 title and a World Cup title. Taking what my parents instilled in me regarding giving back to the community, I began coaching sports and fitness part-time.

Cycling wasn’t just about winning medals; it opened doors to new countries, cultures, and opportunities in the entertainment industry, including acting and modeling. I learned how to negotiate with sponsors and the value of marketing their products and services. It also allowed me to explore deeply in science, technology, engineering, arts, and math.

But life wasn’t just about pedals and podiums for me. Becoming a dad in ’99, ’04, and ’11 shifted my focus. I quit racing at the peak of my career when I found out my son was about to be born. I wanted more for my children—more opportunities, more possibilities, and more resources.

So, I did what I knew best. With a knack for being in front of the camera since elementary school, I became a full-time actor to support my growing family. I landed notable gigs, including commercials for McDonald’s, Kellogg’s, Tommy Hilfiger, Honda, and Gatorade. I graced a national Nike billboard, a Disney print ad, and a Kaiser outdoor print ad. By 2006, I had filmed my forty-fifth commercial, this time for AOL, playing the role of a Tour de France rider.

Life wasn’t all bike ramps and billboards, though. In 1999, I founded a talent management company called Talented Enterprises Inc. This opened doors for others who lacked access to the industry. I scouted talent from my community in Watts, Compton, and other underserved cities. We also represented extreme sports stars like Brian Lopes, Tara Llanes, and Olympic competitors Jamie Staff, Mike Day, and Bubba Harris. One of my greatest joys was helping my own son build his modeling portfolio as a favorite client on the Talented Enterprises Inc. roster.

My modeling career and talent management business sustained my family for a decade, which, besides becoming a dad, is one of my greatest accomplishments. Running a fully functional entrepreneurial venture as a black-owned business gave me life.

It was exhilarating, but something bigger was brewing for me—my entrepreneurial journey, my family, and my legacy.

In 2009, I embarked on my journey to write a fitness curriculum. Combining decades of experience in multiple sports with countless hours of research in libraries and bookstores across the US, I became a self-taught student of fitness and wellness. No fancy college degree—just me, books, workshops, and a hunger to learn through real-world experience. I didn’t want to just study theories; I sought practical knowledge to help my community thrive in health, wellness, and athletics.

I dived into kinesiology, physiology, psychology, and biomechanics—crafting a unique training philosophy that blends S.T.E.A.M. (Science, Technology, Engineering, Arts, Mathematics) concepts to optimize mental and physical strength in athletes. Enhancing both mental and physical strength, ensuring peak performance whether on the field, court, or anywhere else.
But from 2009 to 2021, I was teaching in small gyms, parks, and beaches—not yet in my own facility. After decades of coaching and seeing firsthand the gap in resources between neighborhoods, I knew I had to do more.

My vision of creating a holistic health and wellness hub had always been brewing inside me. Despite launching several small businesses over the past 30 years, it wasn’t until 2022 that I decided to take a leap of faith and bet on myself. I invested in a small brick-and-mortar storefront in my hometown of Inglewood, CA. This time, it would be different—I’d bring my full vision to life on my terms, not in someone else’s gym or in the park.

I realized I needed the right infrastructure to thrive—a physical space, a website, a social media presence, a Google searchable business profile, a MindBody business account, Quickbooks, membership contracts, and content creation equipment. I even wear a uniform every day that reflects my dedication to coaching. I’m running my small business with the mindset of the enterprise I know it will become.

In the past, I’ve had business partners. And for the past few years, I’ve tried to do everything myself. Now, I have a cofounder and access to a team of talented independent contractors who support me as needed to sustain and grow the business.

Over the past two years, I’ve expanded my company to include two distinct brands: Rooted and Coach Freeman.

Rooted offers tailored fitness and wellness programs along with rental space for local wellness professionals. It addresses the lack of access to wellness options in underserved communities, tackling high health disparities. Located on Centinela Ave in Inglewood, CA, Rooted provides holistic wellness through fitness activities like functional training, circuit training, cardio, resistance training, weight lifting, and yoga. It also offers community learning in gardening, mental health, nutrition, mindfulness, and meditation.

My other brand, Coach Freeman, has been a cornerstone for decades. Now, with Rooted providing a facility where families of all ages have access to personal training and fitness classes, Coach Freeman creates programming for Rooted. We have content that aims to unleash every person’s inner athlete using S.T.E.A.M. learning. My approach integrates S.T.E.A.M. principles to enhance performance and game strategy, helping athletes expand their academic knowledge, develop a winning mindset, and explore career pathways, especially beneficial for young athletes. Whether it’s pre-game prep, game-day strategies, or post-game recovery, Coach Freeman covers all aspects of training and competition.

I’ve reached this point by staying true to myself and my vision for Inglewood, CA. From a talented kid to an adult, I’ve sought resources beyond my community, driven by a desire for more, especially for my children. I aim to create accessible opportunities locally and for adjacent neighborhoods, ensuring that everyone can appreciate and benefit from what I offer.

Cycling remains my passion. Transitioning from BMX racing to competitive road cycling has been fulfilling. As a master’s cyclist, I’ve earned numerous awards, including Master’s Champion, Road Cyclist of the Year in 2023 and 2nd place in the 2024 California State Championship. Cycling continues to inspire me as I pursue new achievements.

Alright, 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?
Being a black-owned business with limited resources has been a real challenge. Despite my entrepreneurial spirit and inspiration from movies like Wolf of Wall Street, The Social Network, and Super Pumped, my journey has been different. Unlike the characters in those films who had access to crowdfunding and supportive networks, I faced hurdles accessing funding. I didn’t have crowdfunding or wealthy family and friends holding boardroom meetings to fund my dreams. Most of my circle are just scraping by, so getting the money to start my business has been a struggle.

I’ve been ahead of my time in knowing what Inglewood needed. It’s a City of Champions, but we never got the local investment we deserved. Growing up in the ’80s, I saw drug dealers starting businesses. That wasn’t my path—I wanted to do things legit, which took longer.

I had to hustle for knowledge, relying on free services, legal aid, and government programs. I never had the cash to pay others, so it was all on me (and some awesome friends who helped out), which slowed things down.

And being a dad, providing for my children took priority over chasing my vision. As an entrepreneur, my first priority was stabilizing my income to take care of my family. My vision and brand building would again wait until my kids were secure.

Plus, I never went to college, so some folks didn’t take my self-taught ideas seriously. I’ve had to fight to prove myself beyond just being seen as an athlete with no substance. “Shut up and dribble” is something we athletes constantly battle against.

We all know working at a company is tough, but running your own? It’s a whole other beast. Building a business from scratch, figuring out how to manage everything, building a system, hierarchy, infrastructure and trying to make a steady income + profit —it’s a wild ride.

I also try to balance giving back to my community with making a living. It’s tough sometimes because fitness is often seen as a ‘luxury’ expense. So, I’m always tweaking my plans to make them financially doable for both my clients and me. People value what they pay for, so that’s always on my mind.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I’m all about blending my passion for art, science, and fitness into something unique. While I used to juggle roles as a businessperson and creator, I’ve found my true calling as a creator. I thrive on exploring the science of athleticism and translating it into relatable stories for everyday people.

What sets my fitness training apart? It’s not just about fitting into a dress or getting beach-ready (though that’s a perk!). —it’s about understanding each client’s mind and body to guide them on their best fitness lifestyle journey, regardless of their age or current fitness level.

My studio isn’t just a gym; it’s a community hub infused with music, connection, and wellness. We offer everything from nutrition advice to mindfulness sessions under one roof, making wellness accessible and enjoyable.

My training sessions are designed to eliminate confusion. As a member, you’ll enjoy 2-3 guided workouts per week in small groups led by me, all at standard gym prices. I specialize in crafting fitness experiences that transcend the ordinary by integrating S.T.E.A.M. (Science, Technology, Engineering, Arts, Mathematics) into our programming. This approach empowers our members to understand the science behind their workouts, fostering a deeper connection with their bodies and overall well-being, both within and beyond our studio walls.

Benefits of our approach include:
A holistic approach to health
Enhanced injury prevention techniques
Educational and enjoyable experiences suitable for all ages
Development of cross-disciplinary skills
Heightened long-term health awareness

We cater specifically to middle-class residents in underserved communities who value affordability, family ties, and social connections. Despite their daily activities often taking them outside their neighborhoods, we aim to bridge these divides through accessible, community-focused wellness initiatives.

But what really ignites my passion? Our space. It’s not your typical fitness studio. We’ve transformed an old notary office into a cozy environment with open ceilings and custom-designed equipment that seamlessly blends into the decor.

Designed with a balanced, inviting, and androgynous feel appealing to all generations and ages, our space is easily adaptable for events, programming, and rental by other wellness professionals. Drawing from my years of training in parks and benches, I understand firsthand the challenges of serving clients without a physical location. When we created the studio, our aim was to ensure it could meet the needs of any professional.

Our space design focuses on meeting the diverse health and fitness needs of our communities. It’s intentionally uncluttered with minimal equipment, with open ceilings and added beams. These ceiling beams serve a dual purpose, allowing us to attach metal piping for pull-ups, resistance bands, and other devices. Along the walls, strategically placed hooks connect various equipment and resistance bands for a comprehensive full-body workout. Our custom-designed TRX system seamlessly blends into the space, ensuring it doesn’t resemble typical gym gear. For added comfort, our hardwood flooring includes extra padding, suitable for a range of activities from workouts to floor exercises.

Our fitness studio is also tech-savvy. The pandemic accelerated any businesses digital offerings, so when we opened we made sure we offered Zoom classes for hybrid sessions—whether in-person or virtual.

Beyond the physical space and technology, I’m most proud of our community. Rooted isn’t just a place to work out; it’s where friendships flourish and people come together. Our members aren’t just clients; they’re part of a supportive cohort that cheers each other on through every workout and workshop.

So whether you’re aiming to sculpt your body, expand your fitness knowledge, or simply find a welcoming fitness family, Coach Freeman at Rooted is here to make your wellness journey enjoyable and empowering.

Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
Well, being over the age of 50 means I’ve had a lot of mentors, supporters, cheerleaders, advocates, clients, and teammates throughout my life.

But if I had to single out one person who’s always had my back as a supporter and cheerleader, it would be my mom. She believed in me long before I believed in myself, encouraging me in acting, modeling, and sports from a young age. She’s been by my side through thick and thin, navigating life’s challenges alongside me. Only she could tell you how tough it was raising two boys alone in the 1980s, hoping we’d stay safe. I’ve always felt her prayers and love, and I’m eternally grateful for her unwavering support.

I also have to mention my brother as my first mentor. His strength and tough demeanor taught me the importance of showing up in life. I’ve always admired his fearlessness and bravery, seeing firsthand the resilience it takes to thrive. You’re the man, bro, and I’ve always looked up to you.

Another mentor in my early life was the owner of a local bike shop in Inglewood. He gave me a job as a teenager and showed me how to turn a passion for biking into a real business. It was my first glimpse into entrepreneurship and community leadership.

Throughout my journey, I’ve had various relationships, friendships, and teammates who served as mentors, cheerleaders, supporters, or advocates. I’m truly grateful to each one, whether the lessons were positive, challenging, or somewhere in between. Each of you, during our time together, provided invaluable help, support, and encouragement that was crucial for that specific season of my life. Some of you generously shared your resources, talents and time without expecting anything in return, simply because you believed in me. I applaud all of them and want them to know their efforts didn’t go unnoticed. Together, they’ve played significant roles in shaping the person I am today.

A significant support network for me has been my Big Orange competitive cycling family. I’ve been part of their team for over a decade, and they’ve pushed me to become the strong cyclist I am now. When I joined, I was the only person of color on the team. As I mentioned in my story, I’ve always sought to learn from diverse communities, and being part of Big Orange has given me access to resources, connections, and equipment that I might not have found otherwise. Fast forward to today, and there are now several people of color and women on the team. It’s an honor to be part of this transformation and hold a leadership role within the team.

My children have also been advocates for me, as they were born into my vision without fully understanding it. Their little eyes watching me have been my cheerleaders. I know they’ve always wanted the best for me, even when we haven’t seen eye to eye. Deep down, I know they’re rooting for my success. They’ve witnessed me grind for years to build something meaningful, and I hope one day they’ll see the fruits of my labor, big or small.

My business co-founder has been another strong advocate and cheerleader. We’ve believed in each other and invested not just in ourselves but in our community as well. Here’s to you, sis—I’m proud of what we’ve achieved together.

And last but definitely not least, are my clients who have always been my cheerleaders, mentors, and advocates. I have an amazing roster of clients. I learn so much from them every single day. Many of them have been with me for years, some even for decades. Their fitness journey is deeply integrated into their lifestyle, which has fostered a friendly and supportive relationship between us. They constantly inspire and motivate me to think bigger and pursue my own space. Most of them have followed me from gym to gym, and seeing them thrive in my own space means the world to me. I can’t thank them enough for their unwavering support, trust, and allowing me to coach and lead them through their fitness journeys.

Contact Info:

• Website: https://www.coachfreeman.org/
• Instagram: @anthonycoachfreeman
• Facebook: https://www.facebook.com/bionicthinking
• Youtube: https://youtu.be/E7xUvqqH614
• Other: https://www.peerspace.com/pages/listings/63ba07e604eeaf00221d9299 and https://www.getrooted.life/

Image Credits
N/A