Grit 24, a Go-To 24-Hour Fitness Hub for Motivation, Movement, and Community
Jess V (short for Jessica Rosa Vieira) is the co-founder and proud co-owner of Grit 24 Fitness, alongside her husband. Their vision for Grit 24 was born from a blend of passion and personal experience. While her husband has always been committed to fitness, Jess found herself struggling to balance work, motherhood, and her own well-being after years of remote work and life post-COVID. Feeling drained and disconnected from her usually upbeat personality, she realized she needed more than at-home equipment or solo workouts, she needed a motivating, supportive space that offered variety, flexibility, and community. Together, they built exactly that. Grit 24 Fitness is a 24-hour, full-service gym in Ludlow, Massachusetts, packed with top-of-the-line equipment, group classes, personal training, and even a nutrition-focused FitBar. It’s a one-stop fitness hub for busy adults who want to move better, feel better, and live a more balanced life.
Keep reading to learn more about Jess’s journey, what makes Grit 24 so unique, and why it just might be the fitness space you’ve been looking for too.
How do you ensure authenticity and trustworthiness to your clients? I believe we all live and work for one another. That being said, Grit 24 Fitness is a REAL organization ran by a few locals that came together around a passion for flexibility and movement. Our values are simple – we care – we want you to feel comfortable and supported – we believe in lifting one another up (lift…. get it?) and we get to know our community. The staff grows to learn about your interests, your experiences, and even your struggles – and we are here to deliver an outlet from the pressures of the world. Leave your stressors at the door, come on in, and be greeted by a smile and a nod. You can count on a friendly experience and a space to push yourself, grunt if you need to, and strengthen both your mind and body.
What motivates you? On a personal level, one of my top values is strength (mental and physical). It is something that takes work to build and feels so very rewarding to accomplish! This deep value pushes me to show up – even after set-backs, even after a busy day, and even though there are so many demands calling for my attention on any given day.
If your business had a theme song, what would it be? The soundtrack from Rocky! Sylvestor Stallone created his character in Rocky and showed some serious GRIT to bring him to life. He was told no, people shot him down continuously, and did not believe in him. He did not care and just kept going. He had a vision, believed in it, and no-one was going to stop him! Plus, he liked to workout
How do you define success? Freedom over how you choose to spend time. The ultimate value money can buy is control over your time.
How does your business give back or get involved locally? Our community is our heartbeat. As soon as we opened, we sponsored a local soccer team that one of our trainers coached and grew, we sponsored the Pioneers, sponsored Ludlow’s 250th and provided a parking lot for functions. We put on fitness challenges for members for free – and offered a great prize to the winner, a 67-year old gentleman that started working out in his 60s and crushed every goal he’s set!
What motto/quote do you always try to live by? “Choose Again” – Inspired by “Think Again” (book). We can absolutely believe something is true – to the best of our knowledge – and then change our minds as we learn. We can come out of the gate strong and then have the opportunity to “choose again”
What’s your favorite book? Mindset by Carol Dweck was a book that changed my outlook on life. It helped me understand so many people I grew up with and some beliefs I was exposed to growing up. It’s all about the growth mindset – how we all continuously improve and can get better at things we were not always great at. This created the foundation for GRIT – don’t give up and take the next step. It’s all about passion and perseverance, baby!
What’s your exercise/self-care routine? I never feel better in my life than when I work out. That being said, it is HARD to continuously make time for myself and my “self-care” routine. We carry a lot of responsibility and it can be a struggle to walk away from life’s demands to get it done! Every single time we find this balance, we feel SO much better after a good sweat session. It’s impossible to describe- you just have to try it! My go-to workout when I need a good dopamine boost is glutes! Hip-thrusts, bridges, booty builder, kick-backs, deadlifts, squats… I instantly feel a pump!
Do you have a favorite quote or mantra to live by? Where your focus goes, energy flows. I spent over a decade working in leadership coaching and helping people develop every single day. This quote is SO TRUE – There are all of these mysterious powers at play – and one thing is true time and time again. Once you set some goals and give them a voice (say them out loud, share with people, and write them down) – things do begin to come together. Subconsciously, you make a million micro decisions that get you closer to these goals every single day. It’s pretty amazing. Not always easy – but always worth it to set your direction and pave your own path.
If you could offer one piece of advice to your younger self, what would it be? Don’t let anyone tell you you can’t. Be careful who you give the microphone to. Nearly everyone offers “advice” – even those that have no idea what they are talking about! If they haven’t lived it, smile and thank them for the advice, and then do what you think is right and DISREGARD. Too many times we get talked out of trying something that we can’t quite stop thinking about.
Sweet or Savory? BOTH! I’m a foodie for sure. I compromise well with food – mostly healthy, always with protein, and including some bites of serious flavor!
Want to learn more? Visit Grit24’s website for a virtual tour and membership info.
