Sitting in his bedroom in Barcelona, Spain, Guido Trinidad had a revelation that would alter the rest of his life.
“I’m going to run a business that’s going to train athletes to be better athletes, to reach their maximum potential,” he recalled thinking back in April of 2005.
Trinidad played football overseas from 2004 until 2006, and while there, he spent significant time pondering his future. He loved coaching sports, but coaching at the college level wasn’t an option as it was a lifestyle he didn’t want to live. But that didn’t change the fact coaching was his passion.
“I really feel like we all have a very specific purpose in life, and what you devote yourself to on a daily basis is a big part of that,” said Trinidad. “I just want to do something that is in line with who God created me to be and something that I’m really good at and passionate about. So, I wanted to do business and I wanted to coach people and I didn’t know how.”
With only $3,000 in his bank account, Trinidad started a personal training business called Peak 360 Athletic Performance. Fast-forwarding one year, Trinidad found CrossFit at I AM CrossFit in Miami, Florida. “The philosophy that I was trying to create for myself, that I was searching, that I was building, was made complete when I found CrossFit,” he said.
Within three months of finding the sport, Trinidad entered his first Regional competition in 2009. He got a glimpse that he could be good at CrossFit when the last event was a Chipper with overhead squats – a movement he loves. Hooked, Trinidad stuck with the sport, Later that year, he opened Peak 360 CrossFit, a 6,500-square-foot facility in Miami, Florida.
Today, Peak 360 has a reputation as a competitor’s gym with Games athletes like Noah Ohlsen, Travis Page and Trinidad himself at the Box. And this doesn’t include its many CrossFitters who have made multiple appearances at Regionals. While Trinidad said breeding competitors wasn’t done purposefully, his intention in coaching and leading by example has been far from coincidental. He wanted to coach people after all.
Take one of Peak 360’s Coaches, Dylan Malitsky. After befriending Ohlsen while at college, Ohlsen introduced Malitsky to CrossFit. Although Malitsky loved the sport, the price of CrossFit was too expensive. “When I approached Guido about it and let him know how passionate I was, he was very giving and willing to help me out, and he gave me a job within the Box,” explained Malitsky.
Currently, he coaches at Peak 360, which is interesting considering he used to be a nervous public speaker. But Trinidad trusted Malitsky to get up in front of his members and coach them. Then the Affiliate took it a step further.
In 2012, Trinidad and Steve Suarez co-founded the fitness festival Wodapalooza. As a co-founder, Trinidad asked Malitsky to emcee one of the stages for the second year of the event in 2013. “Apparently, I did a good job. I got a lot of compliments. And before you know it, I’m being asked to volunteer and emcee at Regionals. And from there, I’m asked to emcee the CrossFit Games,” said Malitsky. “If it wasn’t for Peak 360, if it wasn’t for Wodapalooza, I would never have known that this fear could end up becoming a passion.”
The intention and opportunities given to Malitsky are just a small part of where Trinidad and Peak 360’s intentions are placed. But the influence doesn’t just happen inside Peak’s walls. Trinidad stepped out of his Box and co-founded Wodapalooza with the intention to celebrate fitness with the community.
As a competitive athlete, Trinidad had been to multiple competitions. As such, he thought he could run one and run it well. After a jaunt out to Bayfront Park in Miami, Trinidad and Suarez began to plan, eventually launching Wodapalooza. And each year the festival has grown, while staying true to its brand. “We want to evolve, but we don’t want to evolve so much that we become a different competition every year,” said Trinidad. “Our aim is just to create lifelong memories for people that they can take with them forever.”
Two and a half years ago, Zionna Hanson, the founder and CEO of Barbells for Boobs – an organization dedicated to the early detection of breast cancer – got wind of Wodapalooza and the positive impact it had on the community. Knowledge of the fitness festival came at just the right time as Hanson said she needed a way to let the community know Barbells for Boobs had funding in Florida. So, she pursued a partnership with Wodapalooza.
“I’m very protective over Barbells for Boobs, just because it means so much to me that I only work with people that I know truly are in it for the right reasons. After that first year, it was proof after meeting Guido, meeting Steve, meeting the entire team, seeing how they run their event, seeing how they treat people, that it was just a no brainer,” said Hanson.
But she took it a step further. After Wodapalooza, Hanson attended the East Coast Championships where she saw Trinidad compete. “I totally forgot that Guido is a badass as well,” she recalled. “So not only is he this amazing father, husband, community leader, he’s also a badass CrossFitter and athlete and has been to the Games.”
That badassery sealed the deal on Hanson’s decision to ask Trinidad to be a Barbells for Boobs pro advocate – a positive influencer in a community who helps raise awareness for the cause. “I know that people have their own heroes in each region, and I know that Guido is a hero in that southeast region,” said Hanson.
On the other side of the Wodapalooza coin, the 2016 event was Francis Suarez’s first time competing at the festival. As a member of Peak 360, and the City of Miami Commissioner for District Four, he said members are emboldened by the Box. “You’re encouraged to not just workout, but to grow within CrossFit,” said Francis.
And that is a reflection of who Trinidad is at Peak 360. “He encourages others to be better in every sense, whether it be not just in CrossFit, but in life, and I think that’s something that makes him special,” said Francis. “It’s a community that’s built around faith. It’s built around friendship. It’s built around all the positive things in our society that promote the common good.”
Trinidad’s intention in building this brand and this community, however, has begun not within the four walls of his Box, but within his own self. When Peak 360 was still in its personal training stage of the company, Trinidad would spend time walking and listening to Anthony Robbins. But as Wodapalooza, his Box and everything else got busier, he admitted to forgetting to work on himself. That has been a pain point he recently endeavored to cure.
“If I’m not a good person, if I’m not a person of integrity, if I’m not a person that communicates well with people, that understands, that’s a good listener, if I’m not a committed person, if I don’t portray all of these values that I want to have, pretend to have, talk about or read about, whatever, all these values that make up a well-rounded human being – if I don’t have those things, then what good are all the systems that I have? All the coaching certifications that I have? They’re worthless,” said Trinidad.
This business is about people, said Trinidad. And that takes intentionality. In fact, he has begun to use prayer, alone time, daily reflection, reading and listening to podcasts to be intentional about his own development.
In the end, Trinidad said his business produces only what he gives. And while systems, staff and data all play a part in running a successful gym, for Trinidad it comes down to a deeper, more personal root. “It’s an attitude. It’s a way of being. It’s a way of life. It’s a perspective,” said Trinidad. “And regardless of what you do, whatever you give is what you get back.”