Meeting people where they are and reaching new heights with Ian Birnam
Owner and Coach at IBX Fitness
An ibex is any of several species of wild goat that can be spotted on the continents of Eurasia and Africa. What makes them incredible is that they can scale nearly vertical surfaces. “They are these unassuming goats that climb massive and steep mountains,” he describes to me. “So, that’s what ‘IBX’ stands for.”
Ian Birnam is the founder and owner of IBX Fitness, a strength-based fitness studio located on the main throughway of San Pablo Avenue in Albany, CA. Distinctly, each workout incorporates a blend of their signature strength workout style called Iron Flow, plus slower strength movements and speed-focused cardio to deliver the most efficient workout.
Unmistakably, Ian has an energetic and motivating way about him. In the short minutes it has taken us to stroll from the IBX studio to a nearby coffee shop, he has not only inspired me to get up for a 5:00 AM workout but has also expanded my vocabulary of the animal kingdom. “Just like how an ibex conquers boulders of great proportion, my mission is to help ordinary people overcome challenges to reach their fitness heights.” He gestures matter-of-factly and with a huge smile.
So, I begin to make sense of it all: the regular sighting of IBX-ers jovially entering a group class at the crack of dawn, and also the bold etchings of antelope-like silhouettes on murals and apparel across the studio’s walls (apparel and murals courtesy of local artists including @grxcelynarts, @ladimeuna, Renner Screen Printing, and IBX staff).
I would soon learn that the studio is much more than a place to sweat.
Coming to life in 2019 at the intersection of Ian’s passion for coaching and a unique vision for the fitness community in the greater East Bay, IBX Fitness made its debut in the multipurpose room of the Booker T. Anderson Community Center – a one-story recreational facility nested at the southwest corner of the neighborhood park by the same name. Equipped with 4 years as a part-time fitness coach and decades of experience as an athlete, Ian was moved to design a fitness practice in his hometown that would meet people exactly where they were.
“I am grateful that the community center was interested in the idea and agreed to let me use the space,” Ian shares. This early partnership allowed Ian to pilot his vision and prototype some ideas. “However, it was always my intention to get a place of my own,” he continued. Why? “For one, there was always some remnants of glitter on the floor leftover from various other uses of the space.” It was not the front-and-center, expertly designed gym of his dreams. It was, however, a playground to engage the community’s perspectives and reap creative lessons as he drew up plans for a glowed-up IBX Fitness 2.0.
Established in November 2021 at 727 San Pablo Ave Suite 102-CD, Albany, CA, the current IBX studio welcomes 150 (and growing) clients every week and is an active person’s fantasy. Not only is it stocked with a carefully selected array of strength-training apparatuses including the multi-purpose Torpedo (by Alchemy 365), but the square footage is maximized for every member’s accessibility and comfort. The premium rubber floors are demarcated with a separate space for each person who joins a group class, with personal lockers lining the wall facing it. Whiteboards, bulletins, and art adorn the walls: polaroid prints of IBX-ers sharing milestones of their fitness journeys, and event announcements ranging from free IBX workouts in the wild to collaborations with local artists and advocates.
As I listen to him describe the studio and its adventures outside its four walls, I can hardly comprehend that we are still talking about a gym – a place where many of us despise, and new year’s resolutions fall flat.
“Just last month, I had my birthday party at IBX. I invited a bunch of my friends for a 50-minute workout, and we had the whole place to ourselves!” The woman on the phone, Jewel Devora, can barely catch her breath.
As I grasp the idea of someone loving their gym so much that they would throw a birthday bash there, she continues: “The space Ian has created is so special…you can feel the authenticity and I absolutely love it. I take the 6:00 AM class every Monday, Wednesday, Friday, and Saturday… .Actually, I would go every day, except Ian says I should incorporate rest.” Jewel has been a member of IBX since 2022. And, as she conveys her genuine excitement about the studio and the community she has found there, an electric feeling runs up my arm.
She only half-jokes: “I walked into a class sometime during the pandemic, not thinking it would become anything. Now, I am an IBX evangelist.” Jewel starts almost every day with a workout at IBX, and she leans fully into a sense of belonging with her regular workout group of educators and teachers like herself. At this point, my brain can barely compute. If Jewel’s experience is not an outlier, then Ian has created something remarkable: an uplifting fitness environment defined by true care, empathy, and an embracing of our everyday lives.
I ask Ian: What motivates you, and what about running this business brings you the most joy?
He does not skip a beat. “I am motivated by getting to see people meet their goals – and sometimes that is just random moments throughout the day.” He then tells me about an older man who first joined the studio experiencing severe back pain and spine mobility challenges. “He couldn’t do a single sit-up back then. Now, he can do multiple weighted sit-ups! That is rewarding to see.” He also tells me about a member who runs long-distance; after adding IBX classes to their routine training, they managed to drop 2 minutes off their half-marathon time – a herculean feat.
Veronica Chin, an IBX member since 2023, provides an intimate account. “Besides just the physical component, Ian has taught me a huge life lesson, and that is believing in myself and pushing my own limiting beliefs. He has always believed I am capable of more than I realize.” Veronica shares openly: “[Ian] doesn't know this, but his encouragement and belief in me has moved me to tears after a workout on several occasions now… [I am] really touched by how his small actions can go so far in propping up my own sense of self.” I take a deep breath, and feel the weight of her words.
By putting connectedness and curiosity at the forefront of every interaction he has with the community, Ian wholeheartedly commits to improving people’s quality of life and helping every person climb atop their personal mountains – physical and mental. Thus, as I listen to these narratives, it is evident that Ian’s pursuit of individual and community-level wellbeing has positive and rippling effects in the lives he touches. In fact, the whole existence of IBX Fitness feels deeply personal – and so I am eager to lean into that backstory.
Ian grew up in El Cerrito, CA, one town over from where IBX Fitness is currently located. From as early as he can remember, gymnastics and swimming were a part of his life. He joined the swim team in high school, and recalls the time when he doubled down on his training during senior year to qualify for the North Coast Section (NCS) in the 100 yard butterfly (“100 Fly”). Being active made him feel strong, confident, disciplined, and also trained him to be a team player. When he went off to the University of California, Berkeley, to pursue a degree in computer science, he continued swimming there as well.
“Then something changed,” he says. “Gradually, during my freshman year in college, I started skipping workouts. My motivation to exercise was low, and I fell into a deep rut.” It was perhaps the first time in Ian’s life that his activity level screeched to a halt, and it had a serious impact on his wellbeing. His usual eating habits, which once supported a highly active lifestyle, now weighed him down and exacerbated his poor mood and self-image. When recalling this time in his life, Ian shares that his health took a huge hit, and that he struggled to find his way back to exercise and fitness.
One day, as he scoured the internet for gym passes and discounts, he stumbled upon a Groupon for a local gym and signed up. It was a cross-training class. “I just knew I had to turn things around somehow.” Ian’s voice crescendos as if leading me up and out of this frustrating life chapter.
After that one class, Ian signed up for another, and then another, and yet another. Soon, he was frequenting this gym on a daily basis and – in a matter of a year – had lost nearly all the weight he had gained in the past couple years. He was beginning to feel like himself again.
“I found a sense of community at the gym too, and it made a huge difference in my life. This is also when I started considering becoming a fitness instructor myself.” And, so he did. He got his Certified Personal Trainer certification from the National Academy for Sports Medicine (NASM), and pursued additional training through a local gym in Oakland. For the first ever class that he taught, Ian shares that it took him 3 hours to write up the workout. “I was so over-prepared and nervous for it. I talked way too fast, but it all worked out!” No pun intended.
By 2016, Ian was not only teaching a variety of classes including cross-training, but was also supporting the operations of the program he taught – creating events, sourcing and maintaining equipment, and managing the other coaches. In a series of unpredictable events, Ian’s personal journey with fitness collided with a newfound passion for coaching and helping to run a full-fledged gym.
“Being able to coach people was so rewarding,” he reiterates. “Even having acquired what I thought was my dream role in my full-time career could not compare to this feeling.” A fire was lit beneath him, and – soon – Ian was shooting for the moon.
Today, Ian’s own venture – IBX Fitness – brings people together from across the East Bay. He understands that communities form organically and that his job is to create a culture where people will want to gather around. On any given day, you will find Ian and his team of coaches and staff (shoutout to Yvette/Evee Flores, Megan Grace, Brianna Costello, and Louis Montaño!) running sidewalk events, leading free workouts in parks, co-hosting events with other small businesses (and sometimes larger brands like Vuori and Nike) in the wild, and from dawn to dusk at IBX’s physical location.
Looking into the future, Ian will continue to prioritize his staff and the ability to support meaningful careers for them. Ian is also working hard to grow IBX’s presence and eventually to grow into a larger space – potentially even expanding to offer other goods and services that align with his vision for community wellbeing and connectedness.
As we wrap up our conversation, he leaves me with a few tips to share with aspiring small business owners: 1) start small and allow yourself to develop a proof-of-concept before diving all the way in, 2) find a coach or mentor who you can bounce ideas with, and 3) connect with a variety of people to learn from.
And with that, Ian - I am beyond grateful to have had the opportunity to learn about your personal and small-business journey. The energy that the studio generates runs deep in our community!
If you have not already, I urge you to take a class at IBX Fitness! (As of this piece, you can try 3 classes for just $1!) I can personally attest to the 6:00 AM class that left me feeling hyped for the day. Thanks for reading, and happy community-gathering!