BEYOND THE BARRIERS

UNLEARNING ABLEISM
'Inclusion Given Motion Becomes Change'
Exclusive Interview with Jake Weiner
Featured in 'Innerviews'
Hosted by Allié McGuire

​What happens when one man refuses to accept the limits society places on others? For Jake Weiner, that question became the catalyst for ZOOZ Fitness—a space where people of all abilities are not only welcomed but celebrated. In this conversation, Jake opens up about the personal journey, the challenges, and the humanity behind creating an inclusive fitness revolution that’s transforming lives and reshaping an industry.

ALLIÉ: Every moment can begin a movement. What was your moment, Jake—the one that made you realize that the fitness industry wasn’t just overlooking people with disabilities, it was leaving them behind—and that you had to do something about it? What was that moment?

JAKE: I want to rewind slightly because I think it helps pave the roadmap to that moment in particular. I grew up doing martial arts and sports, so movement has always been a part of my life. Movement is medicine, and I was taught at a very young age that we should move—and move often. I have two brothers, so we were always sporty and active. A love of movement and exercise and building community around that was instilled in me early on.

Fast forward to that moment. For me, it wasn’t actually in the fitness space. I was working in nonprofit and for-profit schools, with a few different jobs—all working with folks with disabilities. Over weeks and months, there was a thread running through all of it: I kept noticing that the people I worked with weren’t active. They weren’t moving their bodies. So it wasn’t just that the fitness industry wasn’t inclusive—it was that these individuals weren’t being given opportunities to move at all. That was the lightbulb moment. All of my experiences came together, and I realized there was a need. They weren’t accessing the gyms I was, or the sports that gave me so much life. And that was the aha moment when I thought, something needs to happen. Who’s going to do it? Me.

​ALLIÉ: Founding something as unique as ZOOZ couldn’t have been easy. Let’s to back to the start. What doubts or barriers did you face, and how did you find the strength to keep going when it felt like the world wasn’t quite ready?

JAKE: I think with any entrepreneur, there are tons of doubts and anxieties—imposter syndrome, the whole thing. I can remember vividly when I had that aha moment. I was sitting with my wife and my family, saying, “I think I want to start something like this.” I didn’t know what it would be called or look like yet, but I knew I wanted to work with this population.

My family and friends kept saying things like, “There aren’t enough clients for you,” or, “The population’s not big enough,” or, “I don’t know if these folks can work out.” There was just a lot of doubt—not about the people themselves, but because fitness and disability didn’t seem to merge in people’s minds. So as a hopeful business owner, I wondered: Can this work? Can I make a living? Will there even be clients? It definitely wasn’t easy, but I’ve always liked to reframe things. I love perspective—seeing things through someone else’s eyes. For me, I had a deep passion for fitness and for helping people who were being left out of that world.

Even when things got tough, I kept coming back to that. COVID was one of those moments. In 2019, we opened our first brick-and-mortar gym. Then in 2020, COVID hit—and I also had my first son. It felt like the universe was testing me. But I stayed focused. For me, it’s all about mindset. I was determined to make this happen and ensure that our mission came to life. Someone had to lead the ship.

ALLIÉ: Yeah—if someone was going to step up and actually do it. From what I’ve read and seen, ZOOZ isn’t just about building muscle; it’s about building confidence, connection, and community. Can you share a moment or story from the gym that captures what inclusion really feels like?

JAKE: There are countless stories. The biggest one for me happened recently during our second Spartan Race. We took 11 athletes and 16 coaches. One of the athletes had only been training with us for a few weeks. On the course—a 5K in the desert, full of obstacles and heat—he had a moment of panic. He was overwhelmed, saying, “What am I doing out here?” My coaches and I talked him through it. At the end, he came up to me and said, “Thank you so much for this experience, but also thank you for having ZOOZ Fitness. Thank you for making a place where I can feel included—where I don’t have to be worried about my anxieties or stressors.”

He also struggles with anxiety in public places, like malls. ZOOZ became a space where he feels safe, confident, and connected. These events—like Spartan races—aren’t built for folks with disabilities. Yet there he was, completing one. That’s inclusion to me: creating spaces that weren’t made for our athletes and making them accessible, not because they can’t do it, but because they can when given the right support.

​ALLIÉ: Absolutely. And inclusion can mean so many different things to different people. So, let’s talk about another word—athlete. It carries so much cultural weight. How have your athletes at ZOOZ redefined that word for you, and for everyone who steps through your doors?

JAKE: Words are powerful. When I started ZOOZ, the term client didn’t sit right with me. It felt transactional. I wanted something empowering. The word athlete does that. When people hear it, they might picture a professional, someone who’s fit, fast, and strong. But to me, an athlete is anyone who works hard, who shows up, who moves their body with intention. When we call our participants ‘athletes’, something shifts. They start believing it. They carry themselves differently. Their parents hear it and see it too. It’s a mindset—yes, you’re athletic, yes, you’re strong, yes, you’re capable. That’s powerful.

I’ll share a quick story. About eight years ago, I was at a resource fair talking to parents. A father came up to me and asked, “Do you train professional athletes?” I said, “No—but here’s how we define athlete.” I explained that everyone who works hard and moves with purpose is an athlete. He paused, thought about it, and said, “So if I trained with you, I could be an athlete too?” His face lit up. He had a son on the spectrum, and it was a moment of realization—that inclusion through language can be transformative.

ALLIÉ: That’s such a good point. We talk about the boxes society puts us in, but rarely about the ones we can check for ourselves. I did some research and saw that you have a background in psychology, marketing, and judo—a fascinating combination. How do all those disciplines come together in the way you train, motivate, and empower your athletes?

JAKE: ZOOZ has grown so much. I started it over ten years ago with just me and an idea. Now we have an incredible team that’s taken it further than I ever imagined. Early on, it was about two things: movement and community. Those two words are still the foundation of everything we do.

The psychology background helps with understanding behavior and motivation—how people change, what drives them. Marketing taught me how to communicate and connect. And judo taught me discipline, respect, and how to fall and get back up. Those lessons come together in how we coach. Our number one goal is positive movement. Every new athlete and every new coach hears that from day one. We want every experience to be positive. I’ve been lucky to have amazing coaches in my life. My dad was my judo instructor—which came with its challenges—but he taught me about community, consistency, and grit. That’s stayed with me for more than a decade of running ZOOZ.

ALLIÉ: That’s amazing. It’s clear that ZOOZ is more than a gym—it’s a movement. What’s the most surprising or humbling impact you’ve witnessed as your community has grown?

JAKE: Honestly, I’m always amazed that we keep getting referrals. That might sound strange, but it’s humbling. Every time a parent tells another parent, or an athlete brings a friend, it reminds me that we’re making a real impact. The bottom line for us isn’t profit—it’s people. We’re expanding into a larger space right now because of our waitlist.
It’s bittersweet—it’s wonderful that so many people want to join, but it also means I can’t help everyone immediately. Every gym should be inclusive, but that’s not yet reality. Until it is, we’ll keep doing what we do—growing, adapting, and making room for everyone who wants to move.

ALLIÉ: What does it do for you personally to see someone go from “I can’t” to “I can”?

JAKE: It’s the greatest feeling in the world. I always say this isn’t a job—it’s a calling. If someone offered to buy my business for a hundred million dollars, I’d probably say, “Can I still work for you?” because there’s nothing else I’d rather do. I get to live my passion—to move, to teach, to inspire—and also support my family. That’s everything.

​Every day, I see victories. A new box jump. An added five pounds on a sled push. A 90-second dead hang. Those moments of progress—big or small—are everything. I leave every day with gratitude. I remind our coaches that this isn’t just work. It’s purpose. Every session is an opportunity for someone to win.

ALLIÉ: Yeah—and even the smallest wins can mean the most. If the entire fitness industry were listening right now, what would you say to them about inclusion—what it really looks like, and why it matters?

JAKE: Great question. I think a lot of people get inclusion wrong. For us, it’s simple: everyone should have access to everything. The words no and can’t don’t exist at ZOOZ. I tell our coaches that it’s our job to figure out what each person needs in that moment. That might mean adapting equipment, changing the coaching style, or creating a new way entirely.

That’s where many fitness professionals miss the mark. Inclusion isn’t about lowering expectations—it’s about raising creativity. Every athlete is different. Even the same athlete can have different needs day to day. So it’s about being present and making movement accessible for everyone. ∎

Learn more about ZOOZ Fitness:
www.zoozfitness.com
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​@zoozfitness