Today we’d like to introduce you to Joby Shreckhise.
Hi Joby, we’d love for you to start by introducing yourself.
I grew up in Augusta County and graduated from Fort Defiance High School in 2004. My early athletic background was in martial arts, followed by football in middle school. I didn’t begin wrestling until my freshman year of high school, but the sport quickly became a major part of my life. I went on to become a Virginia high school state finalist and earned a scholarship to wrestle at Limestone University, where I became an NCAA Division II All-American. I graduated magna cum laude in 2009 with a 3.94 GPA and degrees in biology and chemistry.
Although my education was rooted in science, I always felt drawn toward coaching and helping people improve. I became a certified fitness professional in 2008 and worked as a personal trainer before transitioning into collegiate coaching. From 2010 to 2014, I served as an assistant wrestling coach at Limestone, where I also gained experience designing training programs and managing large-group strength and conditioning sessions.
In 2014, I returned home to the Shenandoah Valley to be closer to family and pursue a larger mission in health and fitness. I opened 3xF—Form, Function and Fitness—in December of that year. We began in a small space, expanded into a larger facility two years later, and opened a second location in Staunton in 2018. For five years, we operated both locations, including navigating the challenges of the COVID shutdowns.
In 2023, we consolidated the two gyms into our current 5,000-square-foot facility in Fishersville. Along the way, 3xF has evolved from a traditional group-fitness gym into a much more personalized coaching business. Today, we combine personal training, group training, nutrition coaching, accountability, and individualized support to help busy adults build lasting health and fitness habits.
What I’m most proud of is that we’ve created more than a place to exercise. We’ve built a community where people who may have felt intimidated, unsuccessful, or overlooked in other fitness environments can receive the coaching and support they need to succeed. After more than a decade, that mission continues to guide how we grow and serve the Valley.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t been a smooth road. Like most small-business owners, I’ve had to learn how to adapt—often while the business was already moving at full speed.
Some of our biggest challenges have involved keeping pace with changing customer-acquisition strategies, moving locations multiple times, negotiating leases, and continually refining what we offer. One of our most significant transitions was evolving from primarily a group-training facility into a coaching business centered on personal training, semi-private training, nutrition, and accountability. That required us to rethink our services, pricing, systems, staffing, and even how we communicate the value of what we do.
The COVID shutdowns were another major test. In-person coaching had always been our specialty, so suddenly losing that option forced us to find completely different ways to serve our members. We rented out our gym equipment to them at no cost and began coaching classes over Zoom. People trained wherever they could—in their garages, living rooms, driveways, and outdoor spaces—so they could continue exercising and stay connected during an incredibly challenging time.
We also developed a much stronger accountability-based coaching system to support people outside the gym. What began as an immediate response to a crisis ultimately helped shape the more comprehensive coaching model we use today.
Staffing has also been an ongoing challenge. Building the right team requires finding people who share our values, training and developing them, and sometimes making difficult decisions when someone isn’t the right fit. I’ve had to learn how to hire, lead, delegate, and, when necessary, fire—all while continuing to serve our members and keep the business moving forward.
None of those experiences were easy, but each one forced me to become a better leader and helped 3xF become more adaptable. The business we have today was shaped as much by the difficult seasons as it was by the successes.
Appreciate you sharing that. What should we know about 3xF Fishersville?
3xF—Form, Fitness and Function—is a coaching-focused fitness facility in Fishersville. We specialize in helping busy adults who know they need to improve their health but may feel intimidated by traditional gyms, unsure where to begin, or frustrated because other approaches haven’t worked for them.
What sets us apart is the level of personalization and accountability we provide. We don’t simply give someone access to equipment or drop them into a class and hope they figure it out. We take time to understand their goals, experience, schedule, injury history, and individual needs. New members are matched with a coach and can begin with personal training, nutrition guidance, an InBody body-composition assessment, and a structured onboarding process before transitioning into the combination of services that fits them best.
Our offerings include one-on-one and semi-private personal training, coached group classes, nutrition coaching, body-composition testing, specialty programs, and hybrid options that combine in-person coaching with support outside the gym. Our group training blends strength training, cross-training, and conditioning, while our Level Method assessment system helps members measure progress across multiple areas of fitness. We want people to see progress through meaningful milestones and personal bests—not just a number on the scale.
Accountability is a major part of our identity. Our coaches communicate with members, monitor their progress, celebrate their wins, and help them adjust when life gets in the way. We believe the best fitness program isn’t merely the one that looks good on paper; it’s the one a person can consistently follow with the right guidance and support.
Brand-wise, I’m most proud of the community and reputation we’ve built. We’ve earned more than 200 five-star reviews, but what means the most is what those reviews represent: people who felt welcomed, supported, and capable of accomplishing things they may not have believed were possible. Our core values—Freedom, Respect, Effectiveness, Growth, and Discipline—guide how we coach, lead, and make decisions.
Ultimately, 3xF is more than a place to work out. We provide the personalization of individual coaching, the encouragement of a strong community, and the accountability people need to create lasting change. We want readers to know that they don’t have to already be “in shape” to walk through our doors. Helping them get there is our job.
Are there any important lessons you’ve learned that you can share with us?
Business is an infinite game. The point is to keep playing. There will never be a time when things won’t need to be adjusted and improved.
Pricing:
- pricing can be found on our the pricing page of our website
Contact Info:
- Website: https://3xf.fitness
- Instagram: https://www.instagram.com/3xf_fishersville
- Facebook: https://www.facebook.com/3xFFishersville/
