Some gyms are just places to sweat. SPIRE Fitness is where Milwaukee shows up to get stronger together. Tucked in the Third Ward since 2014, this boutique studio helped pioneer the small-group, coach-led training scene long before boutique fitness was the norm.
More than a decade later—and after navigating COVID, a major ownership transition, and a full studio renovation—SPIRE has doubled down on what matters most: community.
Now led by owner Sam Richardson, whose journey started as a client before becoming a coach and ultimately owner, SPIRE has evolved into something bigger than a workout.
We caught up with Sam to talk about the studio’s roots, the power of community fitness, and why Milwaukee is the perfect city for a place like SPIRE.
How did SPIRE get its start? What is your background?
SPIRE Fitness was founded in 2014 and was one of the first boutique fitness studios in Milwaukee’s Third Ward. At the time, it offered cycling, rowing, and TRX classes – bringing small-group, coach-led training to a neighborhood that was just beginning to evolve.
Over the past 11 years, SPIRE has grown alongside Milwaukee. We survived the incredibly challenging COVID years, and in 2024 we celebrated our 10-year anniversary with a full renovation of our space and our brand. It was an opportunity to honor our roots while redefining who we are moving forward.
The previous owner, Hubie Krawczyk, was a true pillar in the Milwaukee fitness community. Before his passing after a long battle with cancer, he entrusted the business to me and my husband, Zack. My journey with SPIRE has been deeply personal: I started as a client, became a coach, then Studio Manager, and now owner.
Outside of SPIRE, I have a background in business and project management and work full-time as a Project Manager at Rite-Hite in Walker’s Point. That operational experience has helped me lead SPIRE with structure and long-term vision. But at its core, SPIRE has always been about people.
How long have you been in business? Have you faced major challenges or triumphs?
SPIRE has been in business for over 11 years. Like many small businesses, we faced enormous challenges during COVID. We also navigated the emotional weight of losing Hubie while trying to support our members and staff through uncertainty. There were moments where the future felt unclear. What carried us through was community.
Over the past few years, we’ve intentionally evolved into a space that prioritizes belonging over aesthetics. We are less focused on shrinking bodies and more focused on building strength (physically, mentally, and socially).
The fitness industry has changed dramatically, and we’ve worked hard to stay client-first and Milwaukee-first. One of our proudest triumphs was retaining our team of over 35 employees through the ownership transition. Our staff is truly the heartbeat of SPIRE.
What is SPIRE, and why is it a good fit in Milwaukee?
SPIRE is a community-driven strength studio rooted in the Third Ward. While I didn’t start it, I strongly believe it’s become a fitness staple in the neighborhood.
Milwaukee is a city that values authenticity. It’s big enough to innovate but small enough to stay personal, which is exactly how we operate. We’re not a franchise or a chain. We’re independently owned, deeply local, and invested in the people who walk through our doors.
We see students, creatives, young professionals, and longtime residents finding connection here. For many people new to Milwaukee, SPIRE becomes part of what makes this city feel like home.
What’s the mission behind SPIRE?
Our mission is to build strength that extends beyond the workout.
We believe strong looks different on everyone. Our goal is to create an inclusive, diverse, and ego-free space where people feel safe to show up as they are and leave stronger than when they arrived.
We focus on:
- Community over comparison
- Capability over appearance
- Accountability over intimidation
We want members to feel strong enough to carry their groceries, lead at work, support their families, navigate hard seasons, and show up confidently in their lives.
What is it like being a small business in Milwaukee? And as a woman-owned business?
Taking over an established business has been both challenging and incredibly empowering. As a woman stepping into ownership, I’ve felt a deep responsibility not just to grow the business, but to lead it with intention. I’m grateful to have my husband as a partner in this journey, and I’m incredibly proud that we retained our team of 35+ employees during the transition. Our staff is diverse, talented, and deeply invested in our community.
Being a small business in Milwaukee means collaboration matters. We work hard to highlight our team, celebrate our clients, and give back by supporting local organizations. It’s important to us that our impact extends beyond our walls. Milwaukee supports its own, and we aim to do the same.
What do you love about Milwaukee?
I was born and raised with a 414 area code, so Milwaukee is home in every sense of the word. It’s the perfect blend of big-city creativity and small-town warmth. We have incredibly talented, diverse, and kind people here. There’s a sense of pride and grit that I love.
Being a standalone gym allows us to stay deeply rooted in the Third Ward community. Watching people move here for school or work and find connection through SPIRE is incredibly special. It feels like we get to help shape their Milwaukee story.
What’s your favorite part of what you do?
The people. I love witnessing journeys, and not just physical transformations, but life moments. We’ve celebrated engagements, supported members through loss, watched friendships form, and seen clients become coaches.
SPIRE isn’t just a place to sweat. It’s a space where people grow. Being part of that is the greatest privilege.
What can people expect when they come to SPIRE?
They can expect a workout that is safe, intentional, and challenging – whether they’re brand new or experienced.
Our coaches prioritize form, education, and encouragement. Our front desk and leadership team create a welcoming environment from the moment someone walks in.
Our cycle classes feel like a club: high energy, immersive, and empowering. Our strength classes focus on functional training that helps you feel stronger in everyday life. And we’ve recently reintroduced yoga to bring mindfulness and balance back into the weekly mix.
Most importantly, people can expect to feel seen, supported, and part of something bigger than just a workout.
Anything else you’d like to add?
After 11 years (and everything that has come with that) we’re more clear than ever about who we are: a community-first strength studio rooted in Milwaukee. We’re not chasing trends. We’re building belonging. I am honored every day that I wake up that I get to lead this team and this business, and we can’t wait for our next 11 years.