Rebranding, the evolution of health, and Broome.

Rebranding, the evolution of health, and Broome.

Published 12/12/2018

First blog post! What a year. As Christmas and a well-earned break is almost upon us, I finally find a moment to sit and share some thoughts. Welcome to ‘Against the Grain’ – a blog for living well and enjoying life! Cos that’s what it’s all about really isn’t it? No one’s getting out of here alive. Do it well people.

So from time to time I’ll be shooting the breeze on here with anyone who cares to listen. Topics will be many and varied – often linked to one of our philosophies of Move, Nourish, Recharge but sometimes just…stuff. I hope you find it interesting, informative, insightful. It’ll certainly always be authentic.

Rebranding! Well what an adventure that has been. As our designer told me recently while discussing the enormity of the task undertaken (read: I was having a slight meltdown) “You have the keys to the kingdom and all the knowledge – you are shaping this space”. It resonated.

Folk rock up here like always. Train, recover, refuel, banter, and often report it as the best hour of their day. Maybe nothing’s changed? On the surface, a familiar member experience exists but behind the scenes it’s been a labyrinth of development that few people could possibly understand. The journey and relentless hard work of building a small business of this calibre in this town is not easy! You live it, breathe it and sleep it. You LOVE IT but make no mistake, if you’re not ready to sell your soul to it, don’t go there.

In 2012 we burst onto the scene here in Broome with Natural Edge CrossFit and what a smack in the face that was for most of the community! It was unconventional, it was raw, it was a bold move and a risk in a world of fitness same old. Against the grain.

The first of it’s kind, labelled a fad by many, and years ahead of what now seems to be a “functional fitness” revolution – across the world, not just the town. Everyone’s doing it right?  But getting people to look at – and think differently about – fitness more than 6 years ago was a big job. Clearly we were up to the challenge of raising the bar and slowly, calculatedly, we’ve morphed our independent small business into a very different beast than how it started.

When Natural Edge was but a twinkle in the eye of Matt and I, we discovered CrossFit and fell in love. Particularly for me, after years in the fitness industry working in mainstream globo gyms it was like being woken up from a really boring dream. Nothing had captured me, inspired me or made more sense to me, ever. We had to do this! An interesting chain of events put our dream of opening a CrossFit affiliate on speed dial and Natural Edge CrossFit was born. [Full disclosure – best not to elaborate on the blood sweat and tears that actually took.]

Every year, usually around the Christmas party, we reminisce with foundation members about the early days at Farrell St and laugh – a lot! God we had some fun. We also did some stupid shit, had a lot to learn about running a business, and a lot of evolving to do as far as delivering a strength and conditioning program for the masses that was going to facilitate just the right mix of fitness, wellness, health and longevity.  The wisdom and know-how that comes with experience and time cannot be bought.

Cue a huge amount of growth, a move to a bigger facility, many more certifications, an incredible team of coaches and staff, expansion into training that’s not just ‘functional’ but practical, an incredibly successful Kids & Teens program, high-end Personal Training services, a strong Ancestral Health based nutrition model, a new Nourishment To Go meal delivery service about to launch in the new year, Remedial Massage and Dry Needling on premise, and Retreats in the pipeline…it was high time we branded ourselves a little more accurately, and with a much wider umbrella.

Natural Edge Performance. Performance. What does that mean? It means everything you do. Your performance in life, not just on the gym floor. Your mental health, physical health and more. That is real fitness.

Some of you out there may be hearing about us for the first time as you read this. Hello! Some of you will have been quietly watching from afar – intrigued, wanting more for yourself…but not ready to take that next step. One thing I will say is this: What we do is not for everyone. Not by a long shot. But it is for ANY one. There are no limits on starting strength, fitness, mobility or age – it all depends on your attitude. If your biggest regret ends up being that you didn’t come here sooner…that’ll be a good problem to have.

Often imitated, never replicated.

I hope you love it as much as we do. I hope we change your life as much as it’s changed ours.


The magic is in the movement, the art is in the programming, the science is in the explanation, and the fun is in the community.