In April, Jewell opened a permanent space in Preston with weekly classes and personal training for groups of up to four people.
It stands in stark contrast to the nameless, faceless Jim, and has garnered a loyal following.
Regular Tom Prince said music helped him achieve his personal goals.
“Do you think Taylor Swift is the right soundtrack for when you’re trying so hard to beat your personal best?” he said.
Client Shay Murphy performs deadlifts while Jewel monitors her technique. credit:Eddie Jim
Prince says that while some consider death metal music to be “harsh, deafening, loud”, he finds it energetic and gets the right mindset.
“It moves you and touches a part of you that you can’t feel in commercially produced Top 40 music,” he said.
And it’s not just the music that Prince is a fan of, it’s the community Jim cultivated as well.
“The t-shirts may be creepy, and the music may be more, but the ambiance, the inclusivity, the atmosphere,” he said. “Everyone just wants to have a good time.”
Self-proclaimed metalhead Shay Murphy followed Jim on social media for a year before signing up. Now she goes four times a week.
“A certain intensity and brutality [of the music] It’s kind of a relief in a way,” she said.
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She has also successfully improved both her technique and the amount she can lift, starting with 20 kilograms 12 months ago. She currently lifts 70 kilograms.
“Instead of going to the pub, I’m doing something healthy and Elissa is a really great trainer,” Murphy said.
One of Jewel’s reasons for wanting to become a trainer was to help people develop skills and strengths.
“I was on a fad diet that was ridiculous,” Jewel said.
“I was training three hours every day. No carbs.”
At the end of the 12-week program, she was consuming 700 calories a day and exercising vigorously for hours.
In the years that followed, she struggled with eating disorders such as bulimia, orthorexia, and body dysmorphic disorder.
Now she seeks to educate and assist her clients with a holistic approach to diet and exercise.
“Or at least appeal to a little more moderation,” Jewel said.
This is a message that Dan McKay appreciates. After one reveal day, with Jewel’s help, he said he learned a lot and was able to tweak his tech to make it safer.
In addition to music, he said her teaching style brought him back again.
“Lift heavy things and listen to heavy music. It’s very simple,” he said.
For those who might find music scary, Jewel has a simple message.
“Metalheads are the nicest, friendliest and truly supportive people you’ll ever know.”
“Despite our appearance, we are really welcoming.”
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