A conversation with gym owners who are setting up their own gym for the first time is always a powerful experience. Beyond the shiny new machines, mirrors, and newly painted walls, there’s often a philosophy and an approach to life that is both distinctive and inspiring.
And so it is, talking to Thamar Hewsen, who is starting Asylum Fitness in Bethlehem; you get a sense of something much deeper, a place born out of perseverance and a certain amount of pain, and the belief that real character is forged in life’s toughest battles.
Once a promising athlete, Thamar’s dreams were shattered after a serious head injury from a car crash ended her budding skating career. But in the process, she acquired an unshakable belief in the power of accepting where you are and creating a plan to overcome obstacles and institute positive change. Out of that struggle came a vision: a gym that isn’t just about lifting weights, but more about lifting each other.
“Most gyms put profit first. I’ve always believed people come first, the trainers, the members, the community. If you get that right, success follows naturally.” Thamar Hewsen.
From speed skates to strength training
Thamar’s story begins 37 years ago in Pitman, South Jersey. At just 9 years old, she discovered speed skating, a sport perfectly suited to her build, short legs, long torso, and powerful lower body strength, which she credits to her Northern Italian roots.
Her time in the rink taught her the value of year-round, periodized training. Just as important, her coaches and trainers showed her the impact of people who truly care about and encourage others’ growth. That left a mark she would carry for life.
Even in high school, she was already dreaming big, sketching out ideas for a year-round training facility after noticing her brother’s wrestling team often started their season unprepared.
But life had other plans. At 23, a car accident and head injury ended her skating career and prevented her from pursuing a traditional degree in exercise physiology. Still, Thamar never stopped learning. She had worked with wrestlers for four years, teaching them how to train for matches, not just to make weight, and continued to fill notebooks with lessons from gyms and trainers she admired. That injury didn’t end her story; it redefined it.
Becoming the “fixer”
Outside of athletics, Thamar built her career as a problem-solver. Before Whole Foods Market, she worked in finance and accounting, proving she could navigate numbers as well as she could navigate a rink. She worked across many fields, developing a reputation as someone who would “fix” a company’s challenges before moving on.
For 20 years, she worked her way up at Whole Foods Market, from cashier to team leader. She started as a cashier, but that was just the beginning. She quickly rose to supervisor, buyer, data specialist, receiver, and eventually team leader. Along the way, she built a reputation as the “fixer”, the one who could step into messy situations, reorganize, and get things running smoothly.
And while spreadsheets and schedules taught her discipline, it was the people who taught her the most, how to manage, how to lead, and how to lift others up.
The beginning of Asylum Fitness
Thamar’s frustration with unclean facilities, predatory contracts, and undervalued trainers became the foundation for Asylum Fitness. She partnered with Coty Moyer, a trusted colleague and the gym manager she once saw struggling, recognizing his genuine care for clients. She offered him double his salary and a 5% stake in the gym, because she believed his passion deserved the right environment.
That vision? A gym where trainers are valued and paid more than industry standards. A gym where profit takes a backseat to community, loyalty, and results.
It also meant paying attention to the details most gyms ignore, like making sure women’s showers have trash cans and that the gym is kept spotless, because that is low-hanging fruit.
Fitness for real life
For Thamar, fitness isn’t about six-packs or selfies. It’s about readiness. A belief rooted in her father’s philosophy: “If you’re able-bodied, you should be ready to dig ditches if needed.”
That mindset shaped Asylum Fitness’s approach. It’s not just about lifting weights; it’s about preparing people for the real world, where strength and endurance matter.
One powerful moment shaped the direction of Asylum Fitness: A veteran with a cane entered a gym where Thamar was training and was unable to find a place to hang it. This struck Thamar deeply. From that day on, Thamar made accessibility a big part of her mission. She believed fitness should welcome everyone, no matter their ability.
Together, Coty and Thamar built Asylum Fitness on values you don’t often see in the fitness industry:
- Accessibility first
The gym’s 25,000-square-foot layout is designed so wheelchair users and people with mobility aids can move freely. The space feels open, not cluttered or “modified,” because accessibility is built into the design, not added as an afterthought.
- Simple memberships
No enrollment fees. No long-term contracts. Members can join month-to-month or by the day with the freedom to leave anytime.
- Spotless, comfortable spaces
Thamar and her team train at the gym themselves, which means they keep it clean and member-friendly. Even small details, like adding trash cans in women’s showers, show how much they care about comfort and hygiene.
- Empowered trainers
Unlike many gyms, Asylum doesn’t use contractors. Trainers are full employees who get paid fairly, even when not in a session. This frees them to actually connect with members, support their goals, and focus on results, not sales.
- Readiness as a core philosophy
Thamar’s military family background and her own injury recovery inspired a guiding principle: fitness is about being ready for life. The gym especially welcomes first responders, military members, and veterans, but it’s open to anyone who wants to build strength and resilience.
- Proper coaching for real results
Members don’t just get equipment, they get education and accountability. Small group classes focus on proper lifting techniques, while coaching ensures clients stay on track with both training and nutrition.
Overcoming roadblocks
Of course, building a dream never comes easy.
The team faced some delays working with contractors and local government, including a misunderstanding over fees like the Certificate of Occupancy. But Thamar wasn’t blindsided; she had already helped an entrepreneur in Florida open a business, so she knew government red tape was coming and was ready to fight through it.
Her marketing approach was just as practical. Instead of pouring money into expensive gym-marketing firms, she chose a local marketing expert, Stacie Slack, who understands Bethlehem and its people. And when it comes to outreach, Asylum is taking it old-school: sending their personal training director, Cory Hank, to fire halls, police departments, and community hubs to listen, learn, and adapt.
Wisdom at 54
At 54, Thamar brings something special: crystallized intelligence, the wisdom that only comes with experience. She knows that building a gym isn’t about overnight success. It’s about one foot in front of the other, climbing her own version of K2, and proving that resilience beats shortcuts every time.
More than a gym
Asylum Fitness isn’t just a place to work out. It’s a place built on:
- Resilience – turning injuries into opportunities.
- Readiness – training for real life, not just aesthetics.
- Community – valuing trainers, listening to members, and creating accessibility for all.
- Perseverance – pushing through red tape, setbacks, and challenges without losing sight of the mission.
And it’s proof that when vision meets determination, even the toughest climbs are possible.
So, what’s the lesson for gym owners
Thamar Hewsen’s journey is filled with lessons every gym owner can apply:
- Fix the Basics – Clean facilities and fair memberships build trust.
- Value Trainers – Pay fairly and give them the tools to succeed.
- Lead with Philosophy – A strong identity, like Asylum’s “readiness,” sets your gym apart.
- Prepare for Obstacles – Bureaucracy and delays happen; planning helps you push through.
- Serve Real Communities – Listening to first responders, veterans, and everyday clients ensures your gym meets real needs.
To sum up, Thamar Hewsen’s story proves that gyms can be more than places to lift weights. They can be spaces built on passion, resilience, and a genuine desire to help people succeed.
For gym owners, the lesson is clear: if you put people first and back up your vision with the right systems, you’ll build a business that lasts.
If you also want to build your gym like Thamar’s, you need a gym management software like Wellyx, which helps you make your members’ experience more memorable.
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