ABOUT US

FOUNDER’S STORY

Korey McCoyKorey grew up in Washington State in a small town called Cle Elum-Roslyn.  If any of you remember the TV show Northern Exposure, you’ll recognize the moose walking down the middle of the street in Roslyn.  A future spot to visit you can put on your bucket list is to take a trip to Lake Cle Elum. Korey was raised on Lake Cle Elum, where the surrounding natural beauty of lakes, mountains, and running rivers will stun you.  Korey had many positive experiences with movement, exercise, the outdoors, and athletics. Being raised by parents in law enforcement, Korey had a strong sense of right and wrong throughout his early years.  In the Fall of 1989 Korey attended Washington State University and failed to make the Division I football team as a walk on. This failure resulted in a focus to help others experience the positive aspects of living a healthy lifestyle.  During his time in Pullman, Washington, Korey began taking Exercise Science coursework, work in the Human Performance Lab, and personal train clients.

After an internship in the cardiac rehabilitation program at St. Peter’s Hospital in Olympia, Washington and working as a personal trainer at The Tumwater Athletic Club, Korey attended Indiana University in Bloomington, Indiana.  Paying out of state tuition to obtain his Master’s Degree in Kinesiology, Korey increased his academic coursework and graduated in 10 months.  Two months prior to graduating, Korey was asked to attend a meeting where the University was collecting feedback on a newly constructed student recreational sports center for the campus community, called the Student Recreational Sports Center (SRSC).  Following this meeting, The Division of Recreational Sports hired Korey for the position of Assistant Director, Fitness Training.  His immediate objectives included purchasing over $700,000 worth of fitness equipment, supervising 60 fitness consultants, and creating one of the first recreational sports personal training programs in the country.  In 1998, Korey presented two seminars at the National Conference for Recreational Sports (NIRSA) in Salt Lake City, Utah.  One of these seminars, “A Comprehensive Recreational Sports Program Includes Personal Training” became the springboard for university-based personal training programs across the country.

Korey was recruited to Albany, New York in 1999 to become the Fitness Director at an exclusive club called The Steuben Athletic Club.  The Steuben Athletic Club presented an opportunity to lead a private sector fitness company. However, shortly after arriving, it became apparent there were deeply rooted shortcomings within the organization.  With a stay at home wife, a 2-year old son, and $10,000 in the bank, Korey made the leap of faith in late 1999 and decided to operate his own consulting and personal training business.  Not unlike any new business, the first six months presented many challenges.  The main challenge was running out of money.  Thankfully, he borrowed $5,000 from a family member just to survive and give him more time to make things work.  After the first year, Korey was able to generate enough momentum to pay that back and open up a corporate fitness center at 80 State Street in Albany, New York. Opening up the corporate fitness center at 80 State Street enabled the business to grow and transition into a location at Stuyvesant Plaza in 2003 with three team members.  Stuyvesant Plaza is the most exclusive outdoor shopping experience in the Capital Region and this location began to grow. Over the years, the team grew to seven and developed a reputation as the community leader in personal training services.

By 2014 expansion took the shape of a second location in Latham, NY.  Although the Latham location closed in 2018, there were tremendous strides made in transitioning the business to the online world with multiple versions of a virtual personal wellness platform (21BOOM), an online school to certify coaches, and the publication of Korey’s 1st book, Your Performance Journey.  Your Performance Journey introduced the 21 milestones that personalize and transform the body.

On March 20th, 2020, New York State, due to the global pandemic, forced Plaza Fitness Performance to close. The team and organization immediately transitioned to a 100% online business strategy.  The decision was made to make a brand pivot and bring Plaza Fitness Performance under the 21BOOM name.  21 represents the 21 milestones and BOOM is an acronym from Behavioral Optimization Online Motivator.

What does the future hold?  There are many reasons to believe this is just the beginning for the health, fitness, and wellness industry.  Korey’s 2nd book, Move Forward is set to be released in late 2020, the 21BOOM online school is conducting their 1st live seminar on January 23rd & 24th, 2021, and on November 1, 2020 we completed version IV of the online personal wellness platform.  Leveraging technology with a human touch in the fitness/wellness industry delivers extraordinary living.

The future of wellness is simply the difference between winning and losing for any organization.  Stay tuned!

Basement Business

In 1999, Korey incorporated Plan 4 Fitness, LLC from his basement and began working one
on one with clients.

1999

Brick & Mortar Expansion

In 2003 the operation added a few team members and opened a brick & mortar location in
Stuyvesant Plaza called Plaza Fitness.

2003

Functional Movement

In 2010 Plaza Fitness officially became Plaza Fitness Performance to reflect an emphasis on
functional movement.

2010

Standardized System

In pursuit of a system to standardize the personal training service with multiple team members
and deliver identified progress for each client, Korey published a book in 2018, Your Performance Journey. Your Performance Journey consists of 21 milestones that personalize the body transformation experience. As hard as it is to believe, to this day, the fitness industry has no regulatory or standardized system in place that promotes personalization and safety while delivering progress based upon research.

2018

21BOOM

In March of 2020, the global pandemic forced Plaza Fitness Performance to close temporarily. Instead of stopping the business and furloughing the team, the organization committed to the team and they all worked harder than ever to continue helping others lead healthy lifestyles by moving 100% online.  This push became the catalyst for what 21-BOOM evolved into.  Over the next few months, the brick & mortar underwent a brand pivot from Plaza Fitness Performance to 21-BOOM. 

 

2020

OUR STORY

Like many small businesses, 21BOOM started small, grew, and evolved over time.
In 1999, Korey McCoy incorporated Plan 4 Fitness from his basement and began working one
on one with clients.

In 2003 the operation added a few team members and opened a brick & mortar location in
Stuyvesant Plaza called Plaza Fitness.

Plaza Fitness operated as a very typical gym specializing in personal training.

In 2010 Plaza Fitness officially became Plaza Fitness Performance to reflect an emphasis on
functional movement.

As the services evolved, programming using proven systems such as Functional Movement
Systems, Original Strength, StrongFirst, Back-Fit Pro, and Reflexive Performance Resets were
emphasized.

Korey McCoy

In pursuit of a system to standardize the personal training service with multiple team members
and deliver identified progress for each client, Korey published a book in 2018, Your
Performance Journey. Your Performance Journey consists of 21 milestones that personalize
the body transformation experience. As hard as it is to believe, to this day, the fitness industry
has no regulatory or standardized system in place that promotes personalization and safety
while delivering progress based upon research.

Simultaneously to the writing of Your Performance Journey, the team was developing an online platform to deliver this standard to anyone seeking optimal health, graceful aging, and extraordinary living through a personalized and body-friendly approach.  This platform eventually became 21BOOM.  21 refers to the 21 milestones of Your Performance Journey while BOOM stands for Behavioral Optimization Online Motivator.  In March of 2020, the global pandemic forced Plaza Fitness Performance to close temporarily. Instead of stopping the business and furloughing the team, the organization committed to the team and worked harder than ever to continue helping others lead healthy lifestyles by moving 100% online.  This push became the catalyst for what 21BOOM evolved into.  Over the next few months the brick & mortar underwent a brand pivot from Plaza Fitness Performance to 21BOOM.   

Personalization, body-friendly movements, and identified progress every session has always been the strength of our organization. The evolution of our fitness services took us from offering personal and small group training to Personal Wellness Coaching.

Personal Wellness Coaching is built upon Relationships that drive progress with accountability through behavior targets.  It became apparent that exercise and moving the body the way the body is designed (although important) was not the best path to optimal health and graceful aging.  Reaching your potential requires behavioral optimization through five broad aspects including nutrition, stress management, sleep, cardiovascular exercise, and optimal strength & conditioning.  Accountability with a primary coach became the glue that kept everything together and moving forward.  We like to say “everyone deserves a coach, because if you could do it yourself, you would have done it already.”

Today, when a new member joins our community, we begin with a strategy session in order to develop a relationship and have a deeper understanding of their desires. We follow up the strategy session with a first date with their primary coach where we personalize the nutrition, movement, and wellness plan.  With the plan in place, execution of the healthy lifestyle begins.  Monitoring progress and making tweaks to the plan occur during weekly accountability calls with the primary coach.  As Susan Scott suggests in her book Fierce Conversations, the key to personal growth is accountability.

OUR SOCIETY

Deliberate exercise has existed for centuries.  A recommended historical article, “The History of Physical Fitness,” was completed by Erwan Le Corre from MovNat in 2015.  Many literature reviews have provided concrete evidence that exercise is a critical component in our modern lifestyles.  One such article, “Exercise – The Miracle Cure,” from the Academy of Medical Royal Colleges in 2015 provides compelling evidence that everyone must exercise to lead a life of optimal health.

The modern proliferation of the fitness industry has given us bigger groups, lower prices, and poorer outcomes.  In fact, as of 2016, our society is 40% obese with projections reaching 50% by 2030, according to the Centers For Disease Control (CDC).  A whopping 80% of us do not obtain the minimal amount of recommended daily exercise.

Who’s to blame for these poor outcomes?  The gym industry? Professional coaches? Society and the people who choose not to exercise? Our local, state, and federal government and the leaders who set policy?

Regardless of your answer to that question, we arrive at an urgency for potential solutions.  21BOOM represents an incredible option to deliver better outcomes for our society.  There is no better time than now to establish a standard that begins with personalization, promotes body friendly movements and safety, inherently motivates, and all comes together with accountability from your primary coach.

At the moment, the fitness industry is the wild, wild west since there is zero regulation from any local, state, or federal government agency.  This means anyone can present themselves as a personal trainer or coach and begin recommending any type of program, any type of movement and exercise, and any type of load.  Our society has never been presented with the risks of injury associated with the perilous cocktail of large group bootcamps and external load. Science and study has not caught up to verifying the many strains, pains, and permanent injuries that result from inadequate screening, negligent coaching, and programming void of proven logic.

21BOOM promises progress through 21 milestones that personalizes the experience for all fitness levels, age groups, and movement capabilities.  When applied, this approach yields an easy to follow ‘If This Then That’ protocol based upon specific human functional movement assessments. When a personalized approach is taken, progress is experienced.  Progression is a vital human motivator for exercise adherence and perceived value, especially for those who may be sporadic or new to exercise.