The Fitness Brand That Started With a Microcredit Loan and 31 Italian Studios Is Now Hiring Its First U.S. Team

Jasmine Haffadi did not launch StoreFit with investor money, a growth team, or a market analysis. She launched it in 2020 with a state-guaranteed microcredit loan, a concept she believed in, and the kind of stubbornness that tends to look like vision in retrospect. The gyms around her were closing. She was opening. Four years later StoreFit has 31 active studios across Italy, 20 more on the way, and eight million euros in combined network revenue. The brand has never lost a single location since the day it opened.

Now she is bringing it to Boca Raton, FL. And she needs at least three trainers to help her do it right from the start.

“When I opened the first studio, the world was shutting everything down. Gyms were closing, people were afraid, and I was signing a lease with money from a government microcredit loan. I had no investors, no team, just one very strong conviction: that people needed something completely different from what fitness had offered them until that moment.”

— Jasmine Haffadi, Founder, StoreFit

The Concept Is Simple. That Is the Point.

Twenty minutes. One client. One trainer. No gym floor crowded with equipment a first-timer does not know how to use. No group class where the wrong move is visible to fifteen strangers. Just a focused, personalized session using EMS technology that activates deep muscle groups in the time most people spend warming up for a conventional workout.

StoreFit was not built for the person who already loves the gym. It was built for the person who has spent years telling themselves they are not a gym person. That population is enormous, underserved, and extraordinarily loyal when someone finally gets it right for them.

“The thing that struck me most, from the very first day, is the look on someone’s face when they walk in for the first time. There is a kind of guarded hope, as if they are saying: I want to believe in this, but I have already failed so many times. Our work does not begin when we turn on the EMS equipment. It begins the moment that person walks through the door.”

— Jasmine Haffadi, Founder, StoreFit

That sentence is the whole brand. Not the technology, not the twenty-minute format, not the Italian origins. The fact that for a significant number of their clients, walking into a StoreFit studio is the first time in their life they have ever done something like this. The coach in that room is not just delivering a session. They are the person who made fitness feel possible for the first time.

Why Boca Raton and Why a Founding Team

This year, while building the U.S. launch, Jasmine also published her first book. Il nome che ho scelto, which translates as The Name I Chose, came out with Mondadori Electa, one of Italy’s most respected publishers, and was presented in Milan in June. The book is about identity, reinvention, and what it takes to build something original when the world around you was not designed with you in mind.

The culture of a business reflects the values of the person who built it, and Jasmine’s track record over four years and thirty-one studios, without a single closure, suggests she builds things that last.

The Boca Raton location sits at 5999 N. Federal Highway, Suite 3. Three positions are available, full-time and part-time. Full EMS training and certification support are provided, so prior experience with the technology is not required. NASM, ACE, ISSA, or an equivalent personal trainer credential is. Everything else — the EMS protocols, the StoreFit method, the specific way of working with clients who are new to fitness — gets taught.

“What I am looking for in the three people who will open Boca Raton with me is not a perfect resume. I am looking for someone who wakes up in the morning wanting to build something, not just execute something. Positions at an established brand will always exist. The chance to be among the first three people to write StoreFit’s American story exists only right now.”

— Jasmine Haffadi, Founder, StoreFit

What a Founding Team Role Actually Is

Most trainer positions ask you to step into something already running. A founding team role asks something different. The three coaches who join StoreFit Boca Raton now will be making decisions that shape how this location operates, what the client experience feels like, and what standard the brand becomes known for in the United States.

The honest version of what that means is that some days the systems will not be fully built yet. The client base starts at zero. The playbook is being written in real time. The trainers who are energized by that environment rather than unsettled by it are the ones who tend to look back on their founding-team roles as the defining chapter of their careers, rather than just a job they had before something else came along.

StoreFit has thirty-one studios in Italy that started the same way. None of them closed. The person who built them is now building one here, and she is looking for three people to do it with her.

Related: The Fitness Job Market in 2026: Where the Openings Are and Where They Are Going

Frequently Asked Questions

What is StoreFit?

StoreFit is an Italian boutique fitness brand founded in 2020 around one specific belief: fitness should be available to people who have never tried it before. Every studio is built around a 20-minute one-on-one format in a judgment-free environment. The brand currently operates 31 active studios across Italy with 20 more opening, combined network revenue of eight million euros, and has never closed a single location since it opened. The first U.S. studio is opening in Boca Raton, Florida.

How does EMS training work?

EMS stands for Electro Muscle Stimulation. During a session, low-frequency electrical impulses activate deep muscle groups that conventional training takes significantly longer to reach, which is how StoreFit produces real results in twenty minutes. The technology is widely used in European fitness and rehabilitation settings and is particularly well-suited for clients who are new to exercise because the session is short, personalized, and does not require the client to arrive knowing anything. All StoreFit trainers receive full EMS training and certification before working with clients regardless of prior experience.

What certifications does StoreFit Boca Raton require?

A personal trainer certification through NASM, ACE, ISSA, or an equivalent recognized organization is required. Prior EMS experience is not, because StoreFit provides full training and certification support to every founding team member. What the brand actually prioritizes beyond the credential is harder to teach: a genuine desire to work with people who have never exercised before, the interpersonal warmth to make that experience feel safe, and the communication skills to build a client relationship that lasts beyond the first session.

What does a founding team role at StoreFit Boca Raton mean for a trainer’s career?

It means building something rather than inheriting it. The three trainers who join StoreFit Boca Raton now will shape how the studio operates, what the client experience feels like, and what standard the brand becomes known for in the United States. As StoreFit expands across the country, founding team members carry a relationship with the brand and a role in its American origin story that no later hire can replicate.

About Jessica H. Maurer
Jessica is a recognized fitness business consultant and strategist focusing on transforming businesses from overwhelmed to organized. Her international presentations, workshops, certifications, and consultations underscore her commitment to helping fitness professionals and businesses realize their full potential. When Jessica takes the stage, she’s sharing fresh ideas and inspiration that spark positive change. Jessica’s international presentations and consultations are about growth, career transformation, overall wellness, and making fitness a joyful journey. Her expertise spans education, program and instructor development, and brand evolution, making her a key player in elevating the industry. Jessica also played a pivotal role in developing the Mental Well-being Association’s certification for Fitness Professionals., always striving to bring a holistic approach to wellness that’s as uplifting as it is effective.

Jessica has presented at prestigious events like IDEA World, Fitnessfest ACSM Health & Fitness Summit, SCW Mania, AsiaFit, and more. She has worked with brands such as FIT4MOM, SFR, BOSU, Lebert Fitness, Savvier Fitness, SCW Fitness, FitSteps, canfitpro, IDEA, and VIBES music. She also has written content for the IDEA Fitness Journal, canfitpro Magazine, Mental Well-being Association, FIT4MOM, Motherly, and more.