SALM TEAM 
Whether you enjoy a group setting or a more personal one-on-one approach, Willow Way Fitness combines the best elements of strength training and cardio, fused with the individual attention you deserve to give you the best workout possible.
No short-cuts, no quick fixes, no gimmicks – they simply execute what works.
Their signature workouts are designed for all fitness levels, which is why the Willow Way Fitness has become a sought after attraction in the health and wellness space.
This is where Estian Ferreira comes in, a master of his trade, he’s taking the Willow Way Fitness brand to new heights with his fresh approach to physical fitness; encouraging all to “train because you want to.”
We sat down with Estian, who shares more about this developing brand as well as their unique take on becoming the best version of yourself, one fitness class at a time.
– When was Willow Way Fitness established and what is your role in the business?
Willow Way was established in September 2017 and my role has changed over the years from mainly coaching to where we are now where my main objective is creating opportunities for employees to grow (all of our locations are owned by people who started as employees or members), secondly ensuring that all our gyms are provided with the necessary tools and support to succeed and by that I mean that we try take care of a lot of the backend stuff so they can focus on providing members with the best experience possible and lastly making sure our unique member experience is the same at all Willow Way’s.
– As a fitness enthusiast, where do you draw inspiration from?
It’s changed a lot over the years and I think that’s the case for most people because different things are important at different times in our lives. A few years ago my only goal was to compete at functional fitness competitions. Now I want to be able to live life to its fullest with my wife and daughter. We enjoy the outdoors, we like training or going for a run together and I want to be the dad who has the energy to play with their kids with no limitations
If you’ve ever felt left out elsewhere, you’ll be a part of the group in here. We judge people on their desire to improve their life and nothing else.
– Estian Ferreira.
– Willow Way is known as ‘the home for those who demand more from life’ – what does this mean for you and your fitness users?
Our members are go-getters who enjoy hard work and achievement. And that has nothing to do with a specific fitness level or body type. It’s the mindset of someone seeking their true potential. In short: Willow Way is a sanctuary for loudly claiming your unvoiced dreams. And everyone’s invited.
– What makes Willow Way unique in its approach to fitness and wellness?
We take a unique approach to a lot of what we do but if I had to say one thing it would be that we combine a fun experience and actually making training enjoyable but at the same time our members take their training seriously and only stay because they get results. Our team is made up of sport scientists, biokineticists, dietitians, nutrition coaches and professional fitness coaches who solely driven to help our members reach their goals.
– You are known to combine the best elements of strength training and cardio, fused with individual attention – what makes this the perfect combination?
Training by yourself is really challenging, whereas a group class will always bring more energy and fun. But, it also doesn’t help if you join a group class where you get lost in the crowd. We use equipment like dumbbells, kettlebells and barbells for strength training and rowing, running and biking for cardio but why the balance works has little to do with the equipment. It’s the accountability of a group class because you’re training alongside like-minded people and the individual attention you’ll receive from our coaches.
– You not only offer group classes but also one-on-one sessions. Why is a one-on-one session important for the unique customer?
All of our members start their fitness journey with us by doing three one-on-one sessions with one of our coaches. We do this with everyone regardless of their training experience because we know how important it is to understand their goals and the type of person they are. From there we’ll see if group training or one-on-one coaching is better for what they want to achieve.
– What is your approach to ensuring that your classes are fun and enjoyable?
Firstly, the coach needs to bring the energy. If you’ve ever been to a class at a Willow Way gym you’ll see the passion our coaches have for working with people. From there we need to get the music right and lastly you’re hanging out with your friends and getting fitter at the same time – I would say that’s as fun as it gets.
– As a business, what makes you Proudly South African?
South Africa may come with its challenges, but no matter what obstacles are thrown our way we remain strong and resilient. At Willow Way Fitness, it’s that same strength of spirit which guides us as a business – not taking anything for granted! We recognize that everyone has something unique to bring in this beautiful country; regardless of background or profession all South Africans stand united within the walls of Willow Way Fitness.
– You are growing your fitness brand by welcoming a new store in JHB in May, what can we expect from the new store?
We always said we don’t want to open one store fifty times but fifty stores once. We’ll bring a few new elements like a Puma concept store and a some other surprises. You’ll have to come see for yourself when we open in May.
– As a brand, how do you stay on top of trends in a competitive fitness market?
It’s important to know what the latest trends are around the world but trends come and go. Building real relationships and truly caring for our members will never go out of fashion.
– Lastly, why should people visit Willow Way Fitness?
If you’ve ever felt left out elsewhere, you’ll be a part of the group in here. We judge people on their desire to improve their life and nothing else. You should visit Willow Way if you feel like it’s time to start demanding more from life.
With fitness centres in Pretoria and Somerset West, Willow Way is your one-stop shop to becoming a better you!
For more information, visit: https://willowwayfitness.co.za
Diana Kinyanjui 
