Empowering Your Future
Discover Your Path to Success
Welcome to Free Form Fitness, a personal training franchise built on strong systems, supportive leadership, and a commitment to consistent execution. Our model is designed to help owners build sustainable businesses backed by proven strategies and a clearly defined brand. We invite you to learn more about our approach and explore how you can become part of a growing, values-driven franchise.
Our Journey: Milestones in Personal Training Excellence
Free Form Fitness was founded in 2006 and has grown into a trusted personal training brand with four locations across Ottawa. Over nearly two decades in business, we have delivered more than one million personal training sessions, refining a model built on consistency, strong systems, and long-term execution.
As we’ve grown, we’ve continually evolved our training approach and operational framework to meet the demands of a changing fitness industry. This focus on structure, quality, and adaptability has allowed us to build a scalable business supported by experienced coaches and clearly defined processes—creating a strong foundation for both day-to-day operations and future franchise growth.
Not a Gym. A Personal Training Studio.
Free Form Fitness is not a traditional gym. We are a personal training–only studio built for people who need structure, accountability, and expert guidance to stay consistent.
Our 30-minute training sessions are intentionally designed for busy lives. They remove common barriers like time constraints and lack of accountability, making fitness efficient, approachable, and sustainable for people who value results over routines they can’t maintain.
Core Values that Define Us
Built to Share
Free Form Fitness was franchised to give passionate individuals the opportunity to own a fitness business without starting from scratch. Our proven model, refined over more than 20 years, provides owners with a clear blueprint, established systems, and the confidence to build sustainably.
People First
We believe great businesses are built on relationships. By prioritizing a supportive workplace and genuine care for clients, trainers, and franchise owners, we create experiences that truly change lives.
Simple, Accessible Fitness
We stand for fitness that is approachable, efficient, and sustainable. Through expert-led personal training and clear structure, we make health and strength accessible to people who need accountability.
Integrity in What We Build
Our model is built on over 20 years of real-world experience. Every system, process, and decision is grounded in what has consistently worked, removing guesswork and setting owners up for long-term success.
First Location Opened (2006)
Free Form Fitness was founded in 2006 as a traditional big-box gym operating on a membership model. While this approach followed industry norms, it quickly became clear that it did not align with our core values. Memberships encouraged sign-ups, not consistency and we wanted people to show up, train with purpose, and see real results.
A Pivotal Shift (2007)
In 2007, we made a bold and unconventional decision to eliminate memberships. Instead, we committed fully to results-based personal training. This shift set Free Form Fitness apart, creating a one-of-a-kind model built around accountability, individualized coaching, and meaningful outcomes.
Early Growth (2010–2011)
By 2010, we opened our second location, followed by a third in 2011. Despite having limited formal policies and procedures at the time, the business performed exceptionally well. This phase was instrumental in our growth, teaching us valuable lessons about scalability, leadership, and the importance of structure. Following this expansion, we intentionally paused to refine our systems and elevate quality.
Refined Expansion (2015–2017)
In 2015, we opened our Glebe location with a more intentional and polished operational framework. This was followed by the opening of our Albert Street location in 2017, which reached profitability within just five months—validating the strength and maturity of our refined model.
Resilience Through Adversity (2020)
In 2020, we expanded further with a Metcalfe Street location and also launched our first international location in Boston, Massachusetts. Unfortunately, both were forced to close due to the COVID-19 pandemic. While challenging, this period reinforced the resilience of our brand and the importance of adaptability—lessons that continue to shape the future of Free Form Fitness.
Free Form Fitness Today
Free Form Fitness has expanded beyond the traditional gym model with the launch of On The Move, our coaching app designed to provide personalized programming, accountability, and expert guidance anywhere. We also partnered with cardiac and therapy clinics to offer clients a more holistic approach to health by combining fitness with mental health, rehabilitation, and preventative care services. These partnerships introduced direct billing opportunities for personal training through extended health benefits, making professional coaching more accessible while reinforcing our commitment to long-term wellness.
Meet Our Team
Ashley Lawrie, Chief Executive Officer
Ashley Lawrie has been with Free Form Fitness since its inception, helping build the brand, culture, and systems that have driven its long-term success. She recognized early on that Free Form Fitness is more than a personal training studio: it’s a scalable, values-driven solution that makes fitness accessible and sustainable.
As CEO, Ashley brings a deep understanding of consistency, accountability, and real-world demands to her leadership. She is committed to empowering trainers and supporting franchise owners with a proven model that delivers exceptional service and meaningful impact in the communities they serve.
Ryan Brown, Franchise Operations & Sales
Ryan has been a trainer with Free Form Fitness since 2012 and has consistently been one of the top-performing coaches. With over a decade of hands-on experience working directly with clients, Ryan has a deep understanding of what drives results, retention, and long-term relationships.
In his role as Director of Franchise Operations & Sales, Ryan leads franchise growth by supporting prospective owners through the discovery process and ensuring operational excellence across the franchise system. His background as a top-performing trainer allows him to translate proven in-studio success into scalable systems that help franchise owners build strong teams, deliver exceptional client experiences, and grow sustainable businesses.
Victoria Jung, Head of Franchise Marketing
Victoria Jung leads franchise marketing for Free Form Fitness and has been responsible for growing the brand across multiple locations for over four years. As both a marketer and an active personal trainer, she brings a deep understanding of the business model and the real needs of Free Form Fitness clients.
Her work ensures franchise marketing is practical, authentic, and aligned with what drives long-term client retention and sustainable growth for franchise owners.
Your Path to Success
Take the Next Step Towards Your Own Franchise
Ready to make a change? Join our proven franchise community dedicated to personal training. With a strong brand and comprehensive support, we’re here to help you grow your own successful business while transforming lives.