Our Story

We’re Heather and Wil – partners in life and business. 

Before “boutique fitness” was even a term, we had a vision: 

A space where clients felt empowered in their fitness journey, no matter their experience level. A space where guidance, education, and community were prioritized.  

So, in 2004, we built Grassroots Fitness Project—a fitness studio that offered everything commercial gyms were missing. 

What started in our duplex apartment has since grown into two fully functional training facilities on the Upper West Side (one on 78th/Amsterdam, and one on 106/Broadway) where our dedicated team delivers personal training, small group classes, and youth programming, all designed to meet you where you’re at in your fitness journey.

At Grassroots, we believe fitness is about more than aesthetics—it’s about true well-being, strength, and resilience. We are here to help people create lasting change, not just in their bodies, but in their lives.

— Heather Gunn & Wil Rivera

Why Grassroots?

Our approach is foundation-first—we prioritize building strong movement patterns that set the stage for long-term success. From there, our expert trainers customize and progress workouts to fit your personal health goals, ensuring you get the most out of every session.

Whether you're here to build strength, improve endurance, recover from injury, or simply move better, Grassroots provides a supportive community and expert coaching to help you succeed.