It Takes 30 Years.
OPEX to CoachRx. A Legacy of Fitness Coaching Innovation.
The Story of OPEX
For coaches navigating today's rapidly changing fitness landscape, understanding the journey of industry pioneers isn't just about learning history – it's about gaining insights that remain powerfully relevant. The evolution from OPT to CoachRx, as told by James "OPT" Fitzgerald, offers a masterclass in adaptation, innovation, and staying true to core principles while embracing change.
In an era where AI promises to transform program design and social media reshapes client acquisition, James's three-decade journey from paper-and-pen programming to digital platforms provides crucial lessons for modern coaches. His story demonstrates how to maintain the human element of coaching while leveraging new technologies, how to build sustainable businesses in changing markets, and most importantly, how to keep client success at the center of everything.
"You as coaches need to know this," James emphasizes, "because we all have those moments where you question yourself and you're not really sure if you can do it, but you do know that the commitment to doing something that's bigger than you will eventually lead to your evolution."
This isn't just the tale of how a personal injury in 1992 led to the creation of one of the most influential fitness education systems. It's a roadmap for coaches who want to build something lasting in an industry where the only constant is change. Through James's story, you'll discover:
How to evaluate and integrate new methodologies while maintaining your principles
When to resist trends and when to embrace evolution
How to build deep, meaningful client relationships in an increasingly digital world
The timeless principles that survive every industry transformation
As you read this legacy story, consider how these lessons apply to your own coaching journey. What aspects of James's experience mirror your current challenges? How can his insights help you navigate the next evolution in fitness?
"I really, for better or for worse, became very introspective, cerebral, and largely in the end, nihilistic with regards to humans and human behavior. At the same time, this idea of physicality and physical training in my rehab... understanding that I was stronger post-rehab as a human than I was as an athlete up till 1992."
The story begins with James "OPT" Fitzgerald's soccer injury in 1992, which became a catalyst for profound personal transformation. This period marked what Fitzgerald calls the "academic timeline," where his experience rehabilitating from injury led to deep introspection about human identity, physicality, and the relationship between the two. During these formative years at Memorial University of Newfoundland, Fitzgerald developed the foundational knowledge that
The Genesis: Academic Years (1992-1998)
"Work was everywhere and you really, really had to mess up, like really bad to not get lots of work as a fitness coach then... Successful meaning like non-stop work availability, selection of clients everywhere, lineups, wait lists, you name it.
The Vocational Phase (1998-2003)
During this formative period, James was not just developing his own methods – he was actively learning from and being mentored by some of the most influential figures in strength and conditioning. "I was being coached and experimenting with Charles Staley, Charles Poliquin, Dave Tate, Paul Chek," James recalls. His time with Charles Poliquin was particularly impactful, as he became one of the select coaches Poliquin would trust with referrals: "There was really like maybe hundreds of coaches that were kind of in his thing, but there was like maybe 10 that were embedded in the system, coaches that he would send hockey players to or send different athletes to say, 'I got a guy up in Calgary.'"
These relationships provided more than just technical knowledge. From Bernie Novakowski, one of his key mentors, James gained deeper insights into "higher order thinking and what that means, and fundamental systematics." The influence of these mentors can be seen in how James approached program design, business development, and especially the concept of the "garage gym" or basement training facility – an approach he learned from the Poliquin group well before it became mainstream in the CrossFit era.
James recalls how these early mentors shaped his analytical approach: "I would draw, I would put actually ranges, set scenarios, you can imagine everything, and pictures. I was known in the YMCA and in my private consultations throughout that time for the pictures that I would draw right next to the exercise selection." This hands-on, detailed approach to program design became a hallmark of his coaching style and later influenced OPEX's educational methodology.
The late 1990s marked the emergence of fitness professionalization. During this "vocational timeline," the industry witnessed an explosion of new methodologies and approaches. Fitzgerald, working in Calgary, immersed himself in every aspect of fitness coaching, from traditional resistance training to emerging functional movement practices. This period was characterized by unprecedented growth in the fitness industry, with coaches finding abundant opportunities for client work.
"I just came home one day after the five-year slog and was like, I'm doing it. I'm going on my own. I'm doing this myself... You question yourself and you're not really sure if you can do it, but you do know that the commitment to doing something that's bigger than you."
The Specialization Era (2003-2005)
In a pivotal move, Fitzgerald established his basement gym in 2003, marking the beginning of the "specialized" phase. This period represented a crucial transition from being a coach working within various facilities to creating his own space and system. The basement gym, equipped with high-end equipment and a revolutionary card payment system (remarkable for its time), became the laboratory where Fitzgerald refined his coaching methodology.
The Birth of OPEX
(2005-2011)
"I contemplated on all that timeline, all that work and said, how could I, if I was to stand up in a room of all these people that were now consulting or asking questions like, what would you do? How do I do this? Why are you so happy with the job you're doing? Like, what's the secret sauce?"
What set James apart was his unwavering commitment to documentation. "I took an entire summer of writing, pen and paper. I still have the notes in the book of what went into the design of the entirety of CCP," he shares. This work was done at his Pigeon Lake cabin, where he would "get up, go to this cafe... and write until noon, so five, six hours, until they would serve lunch. And I would have lunch and coffee, and then I'd write for another couple hours."
This dedication to capturing thoughts and systems wasn't a one-time effort. Years later, he would repeat the process for Mixmodal: "I have four fairly thick binders of written notes of a wrote mix model of entirety. Same idea, right? We're just so much practice, so much, you go through so many things and you think you have this system... and you just write it all down."
For coaches today, this commitment to documentation serves as a powerful lesson. Writing isn't just about preserving ideas – it's a tool for clarifying thoughts, developing systems, and creating educational frameworks that can impact others. As James demonstrates, the act of documenting your journey, methodologies, and insights can transform personal experience into lasting educational value.
Speaking directly to coaches, James shares a crucial insight from this period: "Remember the 30 years and impacting only a hundred people that you really know their names. You remember that... that was a pretty good run." This perspective challenges the modern obsession with scale and numbers, emphasizing the profound impact that deep, meaningful coaching relationships can have.
After careful consideration of his vast experience, James developed what would become the CCP (Certified Coaching Program), consisting of five cornerstone courses: "I would do a lifestyle consulting course, I would do a nutrition course, I would do an assessment course, I would do a business course, and I would do a program design course." This comprehensive approach was designed to address every aspect of successful coaching, from technical skills to the deeper human elements of client relationships.
The educational system was built from countless hours of real-world experience and documentation. "I took an entire summer of writing, pen and paper. I still have the notes in the book of what went into the design of the entirety of CCP," James shares. This meticulous attention to detail and commitment to capturing knowledge would become a hallmark of OPEX's educational approach.
For those first coaches who experienced CCP in Calgary, the impact was immediate and profound. "For any of you coaches that are listening in to this, that were there, thank you from the bottom of my heart. I appreciate your interest in what I had to share," James reflects. "Just think about it, it's like 16 years later... where I made people believe in that room that these were the answers. Now, those people who are there and me today would say well, they weren't the answers, but we really did believe they were."
The Big Dawgs blog's success in fostering a community and sharing knowledge helped shape what would become the CCP. "All these coaches saying like, 'How is that successful? Why are you doing that?' I was like, 'I'm going to put this together in some kind of format.'" This led to the systematic development of OPEX's educational framework, combining practical experience with accessible online content.
What began as OPT evolved into OPEX during this transformative period. The organization moved to Aspen Drive in Calgary, expanding its scope and influence. This era saw the development of the CCP (Certified Coaching Program), which codified years of practical experience into a structured education system. The program included courses in lifestyle consulting, nutrition, assessment, business, and program design – establishing OPEX as a comprehensive coaching education platform.
The American Expansion (2011-2015)
"It was just me and Max El-Hag... doing the blogs. He did a lot of program design for me, for online clients. We kind of started that like group of individuals in person that wanted to compete in CrossFit together, continued to grow the education and started the process of now doing some online coaching."
The decision to locate within a holistic naturopathic medical center in Scottsdale proved transformative for OPEX's educational approach. "We were inside of a holistic, naturopathic holistic center," James recalls. "For those who weren't there didn't experience it... you weren't going to find a more professional place to have an education course." This environment wasn't just about appearances – it fundamentally shaped how OPEX approached assessment and client care.
The daily interaction with medical professionals and exposure to their methodologies led to a deeper integration of health assessment into OPEX's framework. "Our connection with the doctors... ramped up our ability to think about things like assessment diagnostics and health and holistic care and the sports medicine paradigm, the connection of everything. We were right there inside of that." This medical influence helped evolve OPEX's assessment protocols from purely fitness-based metrics to a more comprehensive evaluation of health and human function.
During this period, Max El-Hag, who moved from CrossFit Delray in Florida to join James in Scottsdale, proved instrumental in integrating these medical insights into practical coaching applications. Together, they refined OPEX's approach to combine rigorous assessment methodology with individualized program design.
The professional medical setting elevated every aspect of the educational experience. Even the education studio itself reflected this higher standard – equipped with state-of-the-art facilities and surrounded by healthcare practitioners. This environment helped coaches understand the broader context of health and performance, moving beyond just sets and reps to consider the whole person.
The proximity to medical professionals also influenced how OPEX approached client intake and ongoing assessment. Coaches learned to consider blood work, stress management, sleep quality, and other health markers as integral parts of program design. This holistic perspective became a cornerstone of OPEX's education, teaching coaches to view fitness as one component of overall health rather than an isolated pursuit.
This evolution in assessment and holistic care became particularly evident in the CCP curriculum. Course materials expanded to include more sophisticated assessment protocols, deeper understanding of medical screening, and greater emphasis on lifestyle factors affecting health and performance. The result was a more comprehensive approach to coaching that considered the full spectrum of human health and performance. "I would look at all these ideas. For example, look at a yoga class and my brain would be able to say things like, that's the time under tension for the shoulders... these are the muscle endurance muscles that they're training. I was able to look at all these approaches and say, what are the principles inside of each of those things?" This analytical approach to various methodologies helped shape OPEX's comprehensive education system.
The relocation to Scottsdale, Arizona, marked OPEX's entry into the U.S. market. Operating from a professional space within a holistic medical center, OPEX refined its educational offerings and began expanding its reach. This period saw the organization developing its online presence and establishing itself as a leader in fitness education.
The Global Era (2016-2022)
"CCP went world-ly... I was in freaking Singapore, England, I was all over the place... We had hundreds, I think, gosh, the number got into 500, 600, 700 clients online for our quote unquote online coaching program."
"So much happened that I'll say it now not sure if it'll ever occur, but I could actually take that era 2016-2022 and write books on it for the experiences in there... Grid, CrossFit drama, OPEX CCP refining, building of a business, gargantuan facility, online and in-person education. My gosh, it was like non-stop. And a great ride. But like all great rides, just like my 16 year old just experienced as her sweet 16 at Disney this weekend, all rides come to an end."
During this period, OPEX's 15,000 square foot facility in North Scottsdale became a hub for both education and high-level athletic development. The facility housed what James refers to as "full-time athletes who lived in the area that trained there." These dedicated athletes weren't just training – they were living laboratories for OPEX's methodologies, providing real-time validation of the systems being taught in CCP.
The Evolution to OPEX Gyms
As CCP's success grew, a natural evolution emerged: the OPEX Gym model. "We kind of landed on, as we say, we stuck our stake in the ground as to what was best for people, individualized fitness," James explains. This led to an ambitious vision: translating the OPEX education and methodology into physical locations worldwide.
The concept was straightforward but revolutionary: "If you're gonna put your stake in the ground and you got a system and a coaching system and education system and an online presence, and now you got practice in this online marketing, then that's the next thing, right? Try the real estate game, try the quote unquote gyms game." OPEX began licensing gyms across different locations, from OPEX Atlanta to OPEX San Francisco, each implementing the individualized design approach that was core to their philosophy.
This expansion wasn't without its challenges. As James reflects, "We were saying, no, this is what we're going to do. Every person deserves their own program that's individualized for them." This stance faced significant pressure in an industry increasingly focused on group fitness and entertainment. The OPEX Gym model required coaches to complete CCP to offer services in their facilities. While this maintained quality standards, it also presented challenges: "We were never really truly successful as like, you know, forcing people into that to get to the gyms. But hey, man, we did the best we could."
Supporting Coaches Through Crisis
The COVID-19 pandemic presented unprecedented challenges for the fitness industry, but OPEX's established digital infrastructure positioned them to provide crucial support. "We were company that were there, saying like, okay, we don't have answers, but we'll at least say something publicly," James recalls. "Not in anything about the whole pandemic itself, but more around just how are we gonna handle things here? And thankfully, I'm grateful for it, we had tools that we could offer people."
OPEX stepped up as a leader during this uncertain time, offering:
Immediate access to digital tools for remote coaching
Virtual coaching support calls to help coaches adapt their businesses
Guidance on transitioning in-person clients to online training
Resources for maintaining client relationships remotely
Support for OPEX licensed gyms in navigating closure protocols
Strategies for delivering value while maintaining business sustainability
"Here's an online tool. Here's some online education, here's some principles to think about as we're going through this time," James explains their approach. "Like, I think we offered some good ideas." The organization's experience with both digital coaching and education became invaluable as they helped coaches navigate the sudden shift to remote training.
Digital Transformation and Education
The evolution of OPEX's digital presence was marked by a crucial partnership with TrueCoach (formerly FitBot). As James explains, "We started using TrueCoach in our practice, it was called FitBot at the time, which turned into TrueCoach, as our digital product that we were kind of connecting coaches with clients." This platform became the testing ground for OPEX's vision of digital coaching delivery.
The experience with TrueCoach proved invaluable in shaping OPEX's understanding of digital coaching needs. "We had lots of involvement. Remember all of our online clients were using it, True Coach. And we got lots and lots of practice," James recalls. This hands-on experience with hundreds of coaches and clients provided crucial insights that would later inform the development of CoachRx.
The impact of OPEX's education during this period went far beyond technical coaching skills. The Life Coaching course, in particular, became a transformative experience for many. As James reflects, "People doing the life coaching course, just really just changing people's lives. I don't know any other way to say it. It sounds cliche, but not just these coaches' lives, but coaches would leave with like, 'My gosh, like this is the answer.'"
OPEX's influence expanded worldwide during this phase, with several significant developments:
The integration of TrueCoach (formerly FitBot) into their practice
The development of CoachRx as a specialized coaching platform
A growing online client base of 500-700 individuals
Consistent monthly enrollment of 30-50 coaches in CCP
A thriving full-time athlete program that demonstrated OPEX principles in action
A network of OPEX-licensed gyms implementing individualized fitness worldwide
The educational experience remained holistic, enhanced by their connection with medical professionals and real-world application in their facilities. This period represented the peak of OPEX's simultaneous influence across physical locations, digital platforms, and educational systems.
This era also witnessed the challenges of the COVID-19 pandemic, which accelerated the industry's digital transformation and led to significant changes in how fitness education and coaching were delivered.
The Digital Era (2022-Present)
"Fitness is digitized. Fitness is a commodity that is digitized now. Knowledge is digital now... I like to say CoachRx and OPEX is now in the cloud. It's not me, it's not personal anymore."
The current phase represents a full embrace of digitization, with OPEX evolving into CoachRx. As James articulates his vision: "It is my hope that it becomes one thing. Now I know it may be difficult for some coaches to hear today, so you can listen to this in five years and reflect back. It may not become, but I want it to become one thing. Just one thing, CoachRx. And it's all inside of that. Everything is inside of it."
This transformation is being led by a team that James speaks of with deep appreciation: "Now, 202- 2025, CoachRx is running, running well, running efficiently, has sustainable pieces inside of it, and has a great team leading it. Carl, Kandace, and Casey are just like magical people, brains, humans that have really just taken it to a level that'll make it all so beneficial for you as coaches. And we wanna keep doing it. We wanna keep growing it."
Under their leadership, the focus is clear: "Refining CoachRx to make sure your job in the future state of fitness is efficient and sustainable." This includes embracing artificial intelligence while maintaining the human element of coaching: "Be a part of this artificial intelligence movement where we see how is it going to be helpful to make our job efficient. So at the end of the day, we could still be very personal with clients in the behavior concept, but maybe lend the program design and nutrition design stuff to the computer a little bit more."
For coaches grappling with the rapid pace of change, this technological evolution isn't about replacing the coach – it's about enhancing their ability to impact clients' lives. CoachRx emerged from years of practical experience, refined through feedback from hundreds of coaches and thousands of clients. The platform was specifically designed to handle the time-consuming aspects of coaching – program design, tracking, and analytics – freeing coaches to focus on what matters most: meaningful client relationships and guidance toward autonomy.
The platform's efficiency in handling routine tasks creates space for coaches to dive deeper into client education, behavior change, and the development of self-sufficiency. This aligns perfectly with OPEX's enduring mission: "We want humans that come in contact with us as coaches to learn how to take care of themselves, to learn how to nurse themselves, to learn how to think for themselves."
The evolution to CoachRx represents more than just digitization – it embodies OPEX's commitment to both coach and client success. Its systems and tools are built to make coaching more sustainable while enhancing the personal touches that truly transform clients' lives. By handling the technical aspects of program delivery with precision, CoachRx enables coaches to focus on building the relationships and understanding that guide clients toward true autonomy.
The current phase represents a full embrace of digitization, with OPEX evolving into CoachRx. This transformation reflects the broader changes in the fitness industry, where digital solutions and artificial intelligence are becoming increasingly prominent. The organization now exists primarily "in the cloud," focusing on providing efficient, sustainable solutions for coaches in the modern fitness landscape.
The evolution from OPT to CoachRx represents more than just organizational growth – it mirrors the fitness industry's transformation over three decades. From pen-and-paper program design to artificial intelligence-assisted coaching, the journey demonstrates the importance of adapting while maintaining core principles.
The OPEX legacy emphasizes several key principles that remain relevant today:
The importance of individualized programming
The value of systematic education for coaches
The balance between traditional coaching methods and technological innovation
The goal of developing client autonomy and self-sufficiency
As the fitness industry continues to evolve, the OPEX story serves as a reminder that successful adaptation requires maintaining a connection to foundational principles while embracing new possibilities. The transition to CoachRx represents not an ending but a continuation of this philosophy in the digital age.
In reflecting on this journey, James shares this powerful message:
"I hope that at the end of the day, a hundred years from now, people look back and say, 'Man, it was a fascinating time of fitness.' If all those coaches inside of CCP, all those clients online, all those blog followers – if all that comes to the fruition of humans learning to take care of themselves, to think for themselves, and to move without dependency on anyone or anything... I think it's a pretty good story."
Looking ahead, the organization continues to focus on making coaching more efficient and sustainable while preserving the personal connection between coach and client. The goal remains consistent: helping humans learn to take care of themselves, think independently, and move without dependency – now enhanced by digital tools and artificial intelligence.
This legacy, spanning from a personal injury in 1992 to a global digital platform in 2025, demonstrates how dedication to principles, willingness to adapt, and commitment to education can shape not just an organization but an entire industry's approach to fitness and wellness.
The Legacy and Future
"Growing for me also at the end of the day is freedom, freedom for people, freedom for humans... we want humans, most humans that come in contact with us as coaches to learn how to take care of themselves, to learn how to nurse themselves, to learn how to think for themselves, and to learn how to move without dependency on anyone or anything."
The OPEX Method is a sophisticated, personalized approach to fitness coaching developed over 30+ years by James FitzGerald and the OPEX team.
OPEX has been pioneering the individual design movement in fitness since 1999, creating a methodology that empowers coaches to deliver truly personalized fitness programs that drive long-term client success and create sustainable coaching careers.
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Dive Into the Mind of the Master Coach
Ever wondered how James FitzGerald would approach a challenging client situation? Or what he thinks about the latest fitness trend? Our extensive AMA archive gives you unprecedented access to OPEX's founder tackling real-world coaching questions.
These candid, insightful videos capture James responding to questions from our global coaching community, offering a rare glimpse into how he applies OPEX principles to solve everyday coaching challenges. Each response reveals the depth of experience and critical thinking that forms the foundation of the OPEX Method.