Building not just muscles, but meaning: The story of SocialFlex gym

If “SocialFlex” sounds more like a movement than a gym, it’s probably because it is. Dustin and Brandi Burnside turned a quiet life into an energising mission, one that flexes both faith and fitness.

From battlefield to bench press (A new mission for Dustin)

After a tour in Afghanistan, Dustin Burnside wasn’t exactly thinking about building a gym. He and his wife Brandi were settling into a comfortable family life, and Dustin had already launched a home inspection business. The idea of running a gym was a long way off.

A leap of faith (and fitness)

Joining both a gym and a local church, Dustin began to notice how his mental health flourished through both pursuits. Being a collegiate helpful sort of person with some good handyman skills he offered help to the gym that often needed something repaired or sorted out.

It wasn’t long before he had the obvious thought:  “If I’m offering to do all this work for my local gym, why don’t I open my own?” Apart from the handyman side both Dustin and his wife were armed with good business school degrees, and this was a perfect opportunity to put the theory into practice. 

With those thoughts in mind, SocialFlex was born.

From savings to sauna (Building SocialFlex)

They dipped into their savings, pulled out $200,000, and set up shop in Hillsborough, North Carolina. Brandi led the interior design, and soon, they had a logo, painted walls, and a mission to bring people together. Today, SocialFlex isn’t just a gym; it’s a haven for those seeking a meaningful workout, mentally and physically.

A gym that practically runs itself

For Dustin and Brandi, SocialFlex is something of a passion project. Dustin’s main focus is still on home inspections, so they designed the gym to operate with minimal supervision, allowing for passive income without constant presence. “We want to run it like an adventure,” Dustin explains. “But it had to run without us being there physically the whole time, and that was very important.”

With automated access control from Wellyx, members come and go on their own schedules there are no attendants, and everything seems to work well.

Fitness, faith, and an “Ecology of Practices”

If you ask Dustin, SocialFlex isn’t just about getting physically fit; it’s about spiritual growth too. Inspired by lectures on YouTube by Professor John Vervaeke, Dustin sees SocialFlex as part of an “ecology of practices,” a way to combine physical exercise with spiritual reflection. About 20% of the members are local churchgoers, bringing a sense of community that’s unique to SocialFlex.

The SocialFlex code (Lifting weights and spirits)

Here, it’s not about who can lift the heaviest weights; it’s about who can lift each other up. The gym has one unique rule:

“Introduce yourself to new members, encourage a positive environment, and be respectful of others’ opinions.”

It’s simple, effective, and keeps the gym feeling more like a close-knit community than a regular gym.

A sauna for the soul

As the ultimate relaxation space, the sauna (hand-built by Dustin himself) has become a big USP. The house rules are that something ‘more than underwear’ is required if you’re going to use the facility.

Dustin says that SocialFlex his gym is about connection as much as fitness. Right now his membership is edging past 173 members, he’s in profit and looking forward to the January push. The case for connection has never felt stronger.