About Us
Discover Our Journey: From Athlete to Fitness Innovator
Welcome to LevelUP 24/7 Smart Gym in Avon, CT—a place where technology, passion, and the relentless pursuit of health converge to create an experience unlike any other. At the heart of LevelUP is Rob Olson, whose story started in Simsbury as an average student-athlete only to become a Navy SEAL then fitness entrepreneur who captures the spirit of what we stand for: resilience, positivity, and innovation.
Meet Rob: A Visionary in Fitness & Technology
Rob’s path was paved by an unshakable curiosity and a drive to push limits. As a student-athlete at Avon Old Farms, he fell in love with the thrill of competition and the camaraderie of team sports—whether it was cross country, hockey, or lacrosse. This early passion for performance fueled Rob’s decision to pursue a Biomedical Engineering degree
at Drexel University, where he immersed himself in cutting-edge technology and innovation.
But a 9-to-5 desk job wasn’t in the cards. A co-op experience at a pharmaceutical company made it clear: Rob was built for movement, challenge, and a bigger mission than a routine office life could offer.
From SEAL to Entrepreneur
Determined to forge his own path, Rob enlisted in the Navy with the dream of becoming a Navy SEAL. Through unyielding discipline, resilience, and a laser focus on teamwork, he earned his Navy SEAL Trident in 2007, specializing in combat medicine. He served in Afghanistan, Africa, and Europe—experiences that deepened his respect for the power of mental grit, physical strength, and unity in shaping success.
In 2013, Rob returned to Simsbury, bringing that same SEAL mindset to the fitness world. He opened CrossFit Simsbury (now Farmington Valley CrossFit in Granby, CT), creating a community where individuals pushed their limits and cheered one another on. This blend of support, challenge, and accountability became the bedrock of Rob’s entrepreneurial vision.
Technology Driven Gym
The Birth of LevelUP
24/7 Smart Gym
As a father of five and an innovator at heart, Rob understood firsthand the constraints of traditional gym hours and the power of technology to transform how we workout. His solution? LevelUP 24/7 Smart Gym —an evolution in fitness that merges round-the-clock accessibility with state-of-the-art equipment.
Here, you’ll find:
24/7 Access: Fitness on your schedule, whether you’re an early riser or a night owl.
Tech-Infused Workouts: A streamlined experience with connected strength and cardio equipment, plus tried-and-true classics like dumbbells, squat racks, and cable machines.
A Supportive Tribe: Rooted in Rob’s SEAL ethos, LevelUP fosters a community where every member—beginner to advanced—feels valued, motivated, and inspired.
Why LevelUP
What Makes LevelUP Different
24/7 Access
Fitness on your schedule. Whether you're an early bird or a night owl, LevelUP is always open. Visit our gym membership FAQs page for more information.
Innovative
Technology
With state-of-the-art strength and cardio equipment plus classic tools like dumbbells, squat racks, and cable machines, LevelUP blends modern tech with tried-and-true methods for a balanced workout.
Community and Expertise
Rooted in Rob's experience as a Navy SEAL and fitness entrepreneur, LevelUP fosters a supportive environment where everyone from beginners to seasoned athletes can thrive.
A Message from Rob
“My life—from the athletic fields of Avon Old Farms to the rigorous demands of Navy SEAL missions—has shown me the true power of perseverance and a positive mindset. I created LevelUP to give everyone the chance to experience the thrill of real, lasting transformation. Whether you’re brand new to the gym or striving for the next athletic milestone, we’re here to help you level up —physically, mentally, and beyond.”
Rob lives in Simsbury with his wife, five children, and a loyal dog—constantly reminding him that family, passion, and self-improvement are the driving forces behind everything he does.
