We were lucky to catch up with Lee Lovette recently and have shared our conversation below.

Hi Lee, thanks for joining us today. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

Honestly, our growth had a lot less to do with a single “big break” and a lot more to do with communication, alignment, and sacrifice.

As we grew, I realized the real risk was inconsistency: members hearing different messages from different coaches, social media not matching the in-person experience, and new hires not fully aligned with our values. So we doubled down on clear communication—shared standards, regular coach meetings, and simple principles about how we treat members. On social media, we stopped just posting offers and started showing our real culture: member stories, coaching moments, and education.

The biggest lever was building the right team of coaches—hiring for character and alignment first, skills second—and making every decision around one thing: an exceptional member experience. Ironically, when we stopped chasing money and obsessed over that experience, the growth followed.

But it also took unbelievably long hours—sacrificing weekends, holidays, and missing memories and moments with my wife and son. If it weren’t for my wife’s support and her belief in me and this dream, I don’t think it would have played out.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I grew up in Key West, where being active and in the water was just part of everyday life. That early love for physical challenges led me into law enforcement, where I served as a Police Officer, SWAT team member, and Underwater Search and Recovery Diver. Those roles demanded both physical and mental toughness and shaped how I approach challenges today.

In 2009, two major things happened: I found CrossFit and I met my wife. CrossFit clicked immediately with my background and quickly became a core part of my life. By 2016, after a fulfilling career in law enforcement, my wife and I decided to pursue a shared dream. We moved to Winter Garden and opened CrossFit Winter Garden, The Wolfs Den.

This year we changed our name to Winter Garden Athlete Factory but it was only just a name change we are still the same badass gym with badass community and world class coaches. We also became the only Hyrox Affilated Gym in West Orange County.

10 years later, that decision has grown into a strong, supportive community, recognized with 27 “BEST OF” awards. We’ve also built something we’re especially proud of: the first Special Olympics Powerlifting Team in Orange County. It’s now a year‑round program serving over 27 athletes with the help of 20 volunteers, taking us to competitions across the country and even to Iceland. To support this mission, we created The Charity Network, where 100% of donations go directly to our athletes. Our story is about hard work, community, and helping others unlock their potential.

What’s a lesson you had to unlearn and what’s the backstory?

A big lesson I had to unlearn was my inability to say no. For years, I said yes to almost everything—volunteering at every event, donating memberships, offering discounts, and giving away a lot of my personal time. I did it because I care deeply about our community and our gym, but eventually I realized it wasn’t sustainable.

We’ve been recognized as Best Gym, Trainer of the Year, and Program of the Year more than 20 times over the last decade. Those awards forced me to step back and recognize that our hard work, dedication, and the love we pour into this place have real value.

I had to unlearn the idea that saying no meant I wasn’t helping. Now I understand that protecting my time and the business actually allows us to serve our members and community at a higher level.

Have you ever had to pivot?

One of the biggest pivots I’ve had to make wasn’t a business strategy—it was how I approached balance. As a business owner, you learn quickly that when you pour everything into your business, it grows and thrives, but your home life often takes the hit. That happened to me. I was all-in on the gym, and while it was successful, my wife and son were getting what was left of me, not the best of me.

So I pivoted and started pouring back into my family—being more present, protecting time at home. I watched them thrive, but then I felt the business start to slip. That tension between the two has honestly been the bane of my existence for the last 10 years.

The real lesson is that there’s no permanent “solution.” Just when you think you’ve figured out the balance, life changes and you have to evolve again.

Contact Info:

• Website: https://crossfitwintergarden.com
• Instagram: @wintergardenathletefactory
• Facebook: Winter Garden Athlete Factory