Dallas, September 4, 2025
News Summary
James Easterling, a former collegiate and Arena Football League player, has founded Elite Training in Dallas, focusing on personal and group fitness coaching. The company aims to enhance clients’ health and quality of life through a results-driven approach. With plans to expand services and training facilities, Elite Training emphasizes customer service and a commitment to improving overall fitness, nutrition, and longevity.
Dallas — James Easterling, a former collegiate and Arena Football League player, launched a Dallas-based fitness company named Elite Training in 2023 and is directing his professional focus toward personal and group fitness coaching aimed at improving clients’ long-term health and quality of life.
Key facts and immediate context
Easterling draws on years of experience in athletics, ministry, and entrepreneurship to lead Elite Training. The business is positioned as a results-focused training operation that emphasizes customer service, group workouts with competitive elements, and a commitment to improving clients’ health, confidence, and longevity. The program model includes personal training, group sessions, and plans to expand into specialized services and mobile training.
Background and athletic career
Raised in Fort Worth, Easterling became the first student at Crowley High School to earn a Division I football scholarship. He received a four-year scholarship from Texas Tech University and played alongside notable collegiate teammates during his tenure there. Although opportunities in the National Football League and the Canadian Football League did not materialize, he later found professional success in the Arena Football League as a starting tailback for teams based in Nebraska and St. Louis.
Transition from football to fitness
Following his playing career, Easterling spent several years working in retail and in coaching roles before being introduced to personal training. He launched his first fitness company, East Fitness, in 2010. The lessons learned through competitive athletics—particularly perseverance and leadership developed through experience—helped shape his shift into fitness entrepreneurship and influenced the mission of his current company.
Company focus and training philosophy
Elite Training positions itself as outcome-driven rather than image-driven, prioritizing measurable health results over social media presentation. The training approach stresses the importance of consistent nutrition, organized strength training, and tailored programming that supports clients in achieving sustained improvements in health and physical capability. Group workouts and structured competition are used as tools to raise adherence and performance among participants.
Customer service and values
Customer service is highlighted as a core value for the company. New trainers are selected based on technical skill and alignment with the company’s stated values, which include a family-centered orientation and a commitment to honoring clients. The company name and branding are tied to a brief motto displayed on company vehicles: Believe, Train, and Excel, intended to reflect the business philosophy that self-belief and disciplined work are necessary to meet fitness goals.
Operational plans and future services
Planned business developments include expanding the training team with specialized coaches, launching mobile training vehicles to reach clients in different locations, and adding sport-specific and youth athletic development programs. Easterling is also considering the creation of an Elite Performance Center aimed at serving professional athletes and collaborating with school districts. These expansions are described as part of a broader effort to scale services while maintaining a family-focused culture and faith-informed purpose.
Practical health guidance and trends
As part of client education, the company addresses current health and fitness trends. Guidance includes maintaining adequate protein intake and continuing weightlifting practices when clients use pharmacological aids for weight management. The training model incorporates individualized recommendations to preserve muscle mass and functional strength while clients pursue medical or pharmaceutical paths to weight loss.
Recognition and definition of success
Easterling has received recognition as a Top Professional by a biographical registry. The company’s definition of success in personal training centers on the ability to transform lives so clients can enjoy longer, healthier lives with their families. Family motivation is described as a significant driver for the founder, who has multiple children and aims to model hard work and integrity.
Frequently Asked Questions
What is Elite Training and who founded it?
Elite Training is a Dallas-based personal and group fitness company founded in 2023 by James Easterling, a former collegiate and Arena Football League athlete.
What services does Elite Training offer?
Services include one-on-one personal training, group workouts with competitive elements, and planned future offerings such as mobile training, sport-specific training, and youth athletic development.
What is the company’s training philosophy?
The company emphasizes a results-centered approach focused on health, longevity, and measurable improvements rather than image or social media presence. Group competition and consistent nutrition and strength training are core elements.
How does Elite Training select new trainers?
Trainer selection is based on technical skill and alignment with the company’s values, including a family-centered culture and a commitment to client service.
Are there plans to expand services?
Yes. Planned expansions include adding specialized trainers, mobile training vehicles, sport-specific programming, youth development, and consideration of an Elite Performance Center for athletes and school districts.
| Feature | Description | Status |
|---|---|---|
| Founder | James Easterling, former collegiate and AFL player | Active |
| Location | Dallas, Texas | Established |
| Core Services | Personal training, group workouts, competitive programming | Available |
| Business Model | Results-centered, customer-service focus | Active |
| Expansion Plans | Specialized trainers, mobile units, youth and sport programs, performance center | Planned |
| Recognition | Named a Top Professional by a biographical registry | Received |
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Additional Resources
- Grit Daily
- Sports Illustrated
- Athletech News
- LMT Online
- Pointe Magazine
- Wikipedia: Fitness
- Google Search: fitness trends
- Encyclopedia Britannica: Health
- Google News: fitness industry
- Google Scholar: personal training
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