What has happened to VAHVA Fitness and the existing programs?
It was 3 AM. An alarm bell rang and it was time to go.
It was Finland 2015. Wintertime. The outside temperature hovered around minus 30 Celsius which is -22 Fahrenheit for those living in US.
I had to get up and start warming the car with a cable because in those freezing temperatures my old beat up car wouldn’t start without.
Man, it was freezing. I could feel the cold all the way in my bones. My eyelids started to turn white and only white vapor came out of my mouth.
My feet in particular were shivering because I was only wearing regular sneakers which no one should do during the coldest time of the year.
Almost my all clothes were gone as well as my income because I had just returned from living in China and had dropped out of university together with Eero to pursue VAHVA Fitness.
An hour later I was driving to pick up Eero so we could go to the local gym to film new material at 5 AM when the gym opened up.
It was hard to find a good gym in the small town we lived in. In the gym that we had found, we had to film everything we could before it got too crowded.
Every day we would wake up around 3 AM and drive to the gym despite the weather conditions and lack of sleep.
In the gym, it was time to work. Sometimes we filmed several videos at once. Here Eero was putting the work in and really pushing the envelope trying to display his methods, skill and knowledge.
It wasn’t warm but Eero's red Nike shirt was all wet and sweat was dripping on the floor from Eero's forehead while he was huffing and puffing. “Did you get it?”, Eero shouted with seriousness in his voice.
Eero had just performed some incredible movements and not sure if he was able to repeat it at the same level anytime soon.
“Of course, I’m a professional.”, I responded, “This was really good.”
Later we would return to the house and work on the material. A few days later we uploaded one of our first Lizard Crawl videos on our YouTube channel VAHVA Fitness.
When we first started back in 2015 and started releasing videos, we built our reputation on goodwill and almost charitable content.
Our programs, movement training videos and mobility exercises have been featured in educational institutions across the world and millions have watched our free content.
For the first year of VAHVA Fitness, we were only losing money with the free content that we produced.
Back then, it was a different time. Eero was good but he wasn't the top teacher as he is today and you have to start from somewhere.
After a year of building the channel, we released Movement 20XX and started traveling the world learning from various mentors, teachers and art forms.
For the first 4 years of running VAHVA Fitness, we invested everything we got to further our education, knowledge and skill. So much so that today we have invested over $75,000 on our education and training without including the travel or other expenses.
Over the years, our skill has increased tremendously and in my opinion Eero has surpassed all of our past mentors.
What a lot of people philosophise and talk about, Eero embodies. It's rare to find a person who has the natural intuition but also the self-awareness to teach it.
I remember vividly the times when Eero was training all day and all night trying to figure out specific patterns and how to solve stubborn problems in the body, in his and his students.
We are grateful for everyone who has been part of this journey but as individuals and as a company we must evolve.
Recently, we added 3 new courses to the existing programs Movement 20XX, Athlete 20XX and Warrior 20XX. Now the programs are more than just workout programs but rather premium training systems that consist of many elements and components.
For the first time, we added specific lessons on our methods and principles to the courses. In any system, the principles always hold the most value because they give you the power to produce results on your own.
We are talking about in-depth online courses that consist of Eero Westerberg's and rest of the team's lifework, years of trial and error, expensive and time consuming research and all the sweat, blood and tears behind accumulating the skill and knowledge we have today.
This is new content a lot of people have been asking for and has a tremendous amount of value. These methods can multiply the effectiveness of the programs and your training in general.
We never actually wanted to be "YouTubers". We are more interested in changing people's lives and providing education and transformative tools. If you are not ready to invest in your personal transformation, education and skill, then we are not the right fit for you.
As a company, we want to focus less on marketing and more on maximizing the value for our new and existing members.
Time is limited and the teachers and coaches who are constantly pushing free content on social media are probably not spending much time on improving their programs or coaching their students.
For the past several months we've barely released any posts on social media because we have been busy planning, filming and editing the updates. You can see the entire course curriculums by browsing the program pages here.
The updates turned out good. This is some of the best stuff we have ever released. And this is the beginning.
The new era has begun.