PHIT Shop Builds Strength: In Clients and Community

PHIT Shop Builds Strength: In Clients and Community

For entrepreneur Kim Reaves, fitness has always been about more than time spent in a gym. It is about helping people become stronger, move better and develop healthy habits that support their everyday lives. A philosophy that ultimately became the foundation for a family-owned business.

A Burlington, North Carolina, native, Reaves began his career as a certified personal trainer in 2006. Over the years, he built extensive experience working in corporate fitness environments, training clients and mentoring other fitness professionals. His work earned him numerous honors, including 12 Personal Trainer of the Year awards from local gyms.

In 2020, Reaves and his family turned that experience into entrepreneurship, opening PHIT Shop at 445 Oriana Road, Suite 6. The studio’s name reflects its approach: Professional Holistic Innovative Training.

PHIT Shop is part of a growing community of locally owned businesses providing specialized services while contributing to the health, vitality and quality of life of the surrounding community.

Rather than following a traditional, one-size-fits-all gym model, the business has carved out its own niche through highly personalized training centered on each client’s goals, abilities and lifestyle.

The studio specializes in functional fitness, helping clients build strength, balance and mobility that translate into everyday activities. Its services include personal and small-group training, high-intensity interval training and recovery-focused programming.

PHIT Shop’s reach also extends well beyond its studio. Reaves and his team partner with health and rehabilitation centers throughout the Peninsula, demonstrating how small businesses can build valuable connections across industries and expand their impact through collaboration. The company also offers youth fitness programs designed to encourage healthy habits while building confidence and self-esteem.

That combination of professional expertise, entrepreneurship and community engagement is representative of the locally rooted businesses that help make a community an attractive place to live, work and invest.

From transforming years of industry experience into a family-owned enterprise to developing partnerships throughout the region, PHIT Shop demonstrates how entrepreneurs in Newport News can identify a distinct market opportunity, build a specialized business around it and become part of the broader economic fabric of their community.

For more information, visit phitshop.com.