We’re excited to introduce you to the always interesting and insightful Adam Borrero. We hope you’ll enjoy our conversation with Adam below.

Adam, appreciate you joining us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

The idea for SquaredUp Fitness had been in my heart for years. I started coaching and training people in 2013, fresh out of high school, and I knew right away that I wanted to own my own gym someday. I worked for other gym owners, but their focus was always on profits, not people. I wanted to create a space where people’s well-being came first, where they felt supported and part of a community.

In 2017, I started using the name SquaredUp Fitness because I’d always tell my clients to “square up” with the punching bags. I began sketching out ideas—drawing mock-ups of what I wanted the gym to look like, playing with color schemes, and even designing potential merchandise. I had the vision, but I didn’t have the resources to make it a reality yet.

By 2020, I launched my personal training business, traveling to people’s homes to train them. It took off quickly—I was training 30-40 clients a week. It was exhausting, but I loved it. That experience showed me there was demand for what I had to offer and gave me the confidence to take the next step.

In 2023, I finally decided it was time to open my own gym. I found an empty space, and when I walked in, it was just a blank box—no floors, no equipment, no identity. I didn’t know exactly where to start, but I picked up a paintbrush and began. I painted the walls, installed the floors, and cleaned the space from top to bottom. Then, I started bringing in equipment—building everything myself, piece by piece. I added punching bags, squat racks, and decor that brought my vision to life.

During this time, I leaned on my bachelor’s degree in graphic design to create all of the gym’s branding—logos, posters, marketing materials, and merchandise. I wanted every detail of SquaredUp Fitness to reflect the passion and hard work I had poured into it.

When the gym was finally ready, I was nervous to teach my first class. I didn’t have a perfect plan for how I wanted to teach or what the flow would be like, but once I started, it all came together. Word spread quickly, and in just five months, we were nominated for Best Gym on Long Island 2025.

The process wasn’t easy—it took years of planning, saving, and building. I had to figure out everything from securing the space, sourcing equipment, and designing the gym, to marketing and creating a community. It was a lot of trial and error, but I kept pushing forward. Today, SquaredUp Fitness is growing stronger every day, and I’m proud to say it’s more than just a gym—it’s a place where people come to transform not only their bodies but their lives.

Adam, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

or folks who may not have read about you before, can you please tell our readers about yourself and how you got into your industry?

My name is Adam Borrero, and I’m the proud owner of SquaredUp Fitness. I’ve been coaching and training people since 2013, starting when I was just 18 years old. My love for fitness and helping others began early, but my journey to get here wasn’t easy. Growing up poor and pushing through adversity shaped me into someone who refuses to quit. Fighting and Fitness became my outlet, my purpose, and my way of giving back to others who need guidance, encouragement, and support.

What type of services does SquaredUp Fitness provide?

At SquaredUp Fitness, we specialize in 45-minute group classes that combine technical kickboxing training with strength and conditioning. Each class is led by a coach with over 20 years of combat experience and 10 years of coaching—so you’re not just getting a workout; you’re learning proper technique while improving your strength, endurance, and confidence. We offer nutrition coaching accountability, 3D body scans that will show your progressions of fat loss and muscle building!

We also offer personal training tailored to a wide range of clients, including:

Everyday people looking to become healthier and stronger
Former and current D1 athletes
Professional and amateur fighters
Our programs are designed to meet you where you are, whether you’re just starting your fitness journey or you’re an athlete looking to take your training to the next level.

What problems do you solve for your clients?

We help people break through their personal barriers—whether it’s a lack of confidence, feeling stuck in their progress, or not knowing where to start. Our structured classes and one-on-one training provide a clear path for improvement, with coaches who guide you every step of the way. We take the guesswork out of fitness, so you show up, put in the work, and see results.

Many of our clients tell us they feel stronger not just physically, but mentally and emotionally. We help them build discipline, self-belief, and a community they can rely on. We offer unlimited nutrition consultations, weekly check ins and coaching accountability to keep everyone motivated to crushing their goals.

What sets SquaredUp Fitness apart?

What sets us apart is our coaching, community, and commitment. You’re not just walking into a gym to work out on your own—you’re walking into a supportive environment where you have a coach guiding you through every class. Our technical kickboxing training is unique because it’s grounded in real combat experience, not just cardio-based workouts. You’re learning authentic skills while getting an incredible sweat.

Our community is something I’m incredibly proud of. From the moment you walk in, you feel like part of the family. We celebrate wins together, push through challenges together, and create connections that go beyond the gym.

What are you most proud of?

I’m most proud of the transformations I see every day—clients who walk in unsure of themselves and leave stronger, more confident, and proud of what they’ve accomplished. I’m also proud of how quickly SquaredUp Fitness has grown. In just five months, we were nominated for Best Gym on Long Island 2025, and we’ve had incredible turnouts at events like our Friendsgiving and Ugly Sweater Party, where over 50 members showed up to celebrate.

What do I want people to know about SquaredUp Fitness?

I want people to know that SquaredUp Fitness is for everyone—whether you’re a beginner, a seasoned athlete, or somewhere in between. Our workouts are challenging, effective, and, most importantly, fun. You’ll never feel lost because you have a coach supporting you through every class, helping you build proper technique and confidence.

This gym was built on hard work, passion, and a dream to create a space where people could come together to improve their lives. It’s not just a gym; it’s a community. We’re growing fast, and I can’t wait to see where the future takes us—hopefully to a second location soon! Whether you’re looking to get healthier, learn real kickboxing skills, or push yourself to new levels, SquaredUp Fitness is here to help you square up to life and become the best version of yourself.

We’d love to hear a story of resilience from your journey.

One story that really illustrates my resilience comes from a time when I was living out of my car. It was around 2016/2017, and I was deep in the struggle and depression—working multiple jobs, barely able to make ends meet, and feeling completely alone. My son was living with his mom, and I could only see him during the day because I had no stable place to sleep. There were days when I couldn’t even afford food. I had maxed out starter credit cards just to survive, and the weight of it all was overwhelming.

Despite everything, I kept showing up to train people. I knew that if I could just keep moving forward, something would give. I had this dream of owning a gym, but it felt so far out of reach when I was struggling just to keep my head above water. But I kept working on my craft, kept coaching, and kept pushing through the mental and physical exhaustion.

Then in 2017, something clicked. I started working for gym owners who prioritized making money over helping people. I knew I didn’t want to be a part of that—my purpose was to help others improve their lives, not just make a profit. That realization fueled me to keep going. I started putting together plans for SquaredUp Fitness, sketching designs for the gym and imagining what it could become. It wasn’t easy, but I was determined.

By 2020, I was running my own personal training business, traveling to clients’ homes. It was a grind, training 30-40 clients a week, but it was also the turning point. It proved to me that I could turn my passion into a successful business, even if I didn’t have all the resources I needed at the time.

Looking back, those years of struggle were the foundation of everything I’ve built. They taught me that resilience isn’t just about surviving; it’s about finding a way to keep moving forward even when it seems impossible. Every setback was a lesson, and every challenge was an opportunity to grow. Now, as I stand here with SquaredUp Fitness thriving and a community I’m proud of, I know that all of those difficult moments were worth it. They shaped me into who I am today—a Father, husband, a coach, a business owner, and someone who believes in the power of perseverance.

How’d you build such a strong reputation within your market?

believe what truly helped me build my reputation within the market is my genuine care for people and my focus on helping them achieve their goals rather than just focusing on the dollar. From the beginning, I was determined to create a space where people felt supported and valued—not just as clients, but as individuals with unique needs and aspirations.

When I worked for other gym owners, I saw how many places prioritized profits over people’s well-being, and it made me realize that wasn’t the type of business I wanted to run. I wanted to create a community where everyone felt welcome, regardless of their fitness level or background. I always took the time to understand each person’s goals, whether they were looking to get healthier, build strength, or learn new skills like kickboxing. That level of attention and commitment to their success is what set me apart.

Over time, word spread. People appreciated the personal attention and the genuine care I showed them. They saw that I wasn’t just there to take their money—I was there to invest in their journey and help them become the best version of themselves. This approach built trust, and trust is the foundation of any strong reputation.

Additionally, I made sure that our community at SquaredUp Fitness reflected those same values. We host events like Friendsgiving and Ugly Sweater parties to bring people together and celebrate our wins as a group. These events, and the way we support each other, have helped solidify our reputation as a place where people feel connected and valued.

In the end, I think it’s the authenticity and the genuine desire to see others succeed that has helped me build a strong reputation. People can sense when you care, and that’s what keeps them coming back. I barely advertise my gym, almost all of my clientele is from word of mouth and success stories of my clients!

Contact Info:

• Website: https://www.squaredupfitness.com
• Instagram: GYM: instagram.com/squaredupfitnessli || Personal: instagram.com/adamscooby
• Facebook: https://www.facebook.com/people/SquaredUp-Fitness/61562462249490/

Image Credits

Rights belong to myself and SquaredUp Fitness