Today we’d like to introduce you to Sonny Thai.
Sonny, we appreciate you taking the time to share your story with us today. Where does your story begin?
Firm AF started from a simple belief: fitness should be about building confidence, strength, and community, not intimidation. What began as a passion for helping people become the strongest version of themselves grew into a space where individuals of all fitness levels feel supported and empowered.
This year, we’ve evolved from personal training and small group coaching into a thriving fitness community that focuses on both physical and mental transformation. We’ve had the privilege of helping a large handful’s members achieve goals they once thought were impossible, from weight loss and strength gains to preparing for weddings, races, and other major life milestones.
Today, Firm AF is more than just a fitness studio. It’s a community built on inclusivity, accountability, and showing up for yourself and each other every day. Our journey has been fueled by our members, and we’re excited to continue growing while helping even more people discover what they’re capable of.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Absolutely not. Like most small businesses, the journey has come with its share of challenges. Building a business from the ground up requires long hours, financial risk, and a lot of perseverance. There were times when we had to navigate unexpected setbacks, adapt to changes in the fitness industry, and overcome the uncertainty that comes with entrepreneurship.
One of the biggest challenges was growing while staying true to our values. As we expanded, it was important to maintain the sense of community, personal connection, and supportive culture that made Firm AF special in the first place.
The fitness industry is highly competitive, and earning trust takes time. We focused on delivering results, creating an inclusive environment, and showing up consistently for our members. Looking back, those challenges helped shape who we are today and made the business stronger, more resilient, and more purpose-driven.
Alright, so let’s switch gears a bit and talk business. What should we know?
At Firm AF, we do fitness differently. We specialize in low-impact, high-intensity workouts that are designed to challenge you without the pounding, jumping, or excessive wear and tear on your body. Our philosophy is simple: you don’t have to beat up your body to get incredible results.
One of the things that sets us apart is our intimate class sizes. We keep our classes small, typically between 8 and 10 people depending on the format, so every member receives personalized attention and coaching. We know your name, your goals, and your story. You’re never just a membership number here.
We’re also committed to making fitness efficient and accessible. Our 45-minute workouts are carefully designed to maximize results while fitting into busy schedules. We want our members to get in, work hard, and get on with their day feeling stronger and more energized.
We’ve invested in unique equipment, including the One Kind Glutes Slide machine, to provide training opportunities that aren’t commonly found in traditional gyms.
What we’re most proud of, however, is the community we’ve built. We intentionally created a space that feels like family. From the moment you walk through the doors, our goal is for you to feel welcomed, supported, and seen.
And unlike many fitness facilities, we handle the cleaning after class. We believe your job is to focus on your workout and your goals. Our job is to take care of the rest and create the best possible experience for every member.
At the end of the day, Firm AF is about more than fitness. It’s about helping people build strength, confidence, and connection in a supportive environment where everyone belongs.
Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
Risk has been a huge part of my journey with Firm AF. While I wouldn’t necessarily describe myself as someone who takes reckless risks, I do believe that meaningful growth often requires stepping into uncertainty.
Starting and building Firm AF was the biggest risk I’ve ever taken. I invested everything I had into this business, both financially and personally. There were times when I put vacations on hold, worked through countless sleepless nights, and worried about whether I’d be able to pay the next bill. I completely reinvented my schedule and lifestyle after years of building routines that felt comfortable because I believed in the vision of what Firm AF could become.
For me, risk isn’t about chasing something without a plan. It’s about believing in something enough to make sacrifices and commit fully, even when there are no guarantees. Every major decision I’ve made with the business has involved weighing the potential downside against the opportunity to create something meaningful for our members and community.
What I’ve learned is that some of the most rewarding experiences come from taking calculated risks. They force you to grow, adapt, and trust yourself. Looking back, the uncertainty was difficult, but I wouldn’t trade it because it led to the business, community, and impact we have today.
My perspective on risk is simple: if something aligns with your values and vision, and you’re willing to put in the work, it’s often worth taking the chance—even when the outcome isn’t guaranteed.
Pricing:
- All in AF – $100 1 month unlimited first timer
- Hot AF – 3 class for $30 ( 14 days expiry ) first timer
Contact Info:
- Website: https://www.firmaf.studio
- Instagram: http://instagram.com/firmaf.studio
- Facebook: http://facebook.com/firmaf.studio
- LinkedIn: http://linkedin.com/company/firm-af-studio
- Youtube: instagram.com/firmaf.studio
- Other: https://TikTok.com/@firmaf.studio
