![\"Sonny](\"https:\/\/www.newsbeep.com\/us-ny\/wp-content\/uploads\/2026\/05\/Sonny_Glute_Slide.png\")
Sonny Using Glute Slide<\/p>\nAt the core of Firm AF is community. The gym \u2013 now open in Hoboken \u2013 didn\u2019t just want to be another fitness center. They wanted to create a space where people feel seen, supported, and motivated to keep showing up. Small class sizes ensure clients receive a personalized experience.<\/p>\n
The 700-square-foot space previously housed a hair salon. \u201cWe transformed it into a boutique, strength-focused fitness studio designed to feel intimate and community-driven,\u201d says Sonny Thai, cofounder of Firm AF. He and Cofounder Carl Hall designed the space intentionally for small group training.<\/p>\n
Listen to The Best of New Jersey Podcast!<\/p>\n
A Focused, Curated Workout<\/p>\n
Firm AF only hosts up to eight clients per class, to ensure personalized coaching. For private events or community activations, they can host up to 16 people while still maintaining an intimate, quality experience.<\/p>\n
Each class centers around strength training and low-impact workouts, designed to build muscle, improve form, and deliver results. All without high-impact stress on the body. Popular classes include Tone AF (full-body sculpt using resistance and tempo-based training); Peach Please (glutes and legs focused); Cut the Core (Pilates-inspired core work); and Reset AF (mobility, stretch, and recovery).<\/p>\n
Sonny Using Glute Slide<\/p>\n
Many clients love their glute and core-focused classes because they see and feel results quickly. \u201cOur approach to combining low-impact training with strength-focused programming is something many people haven\u2019t experienced before. And it\u2019s what keeps them coming back,\u201d say the owners.<\/p>\n
Sculpt. Burn. Repeat.<\/p>\n
All classes follow their signature method (and mantra): Sculpt. Burn. Repeat. This core philosophy focuses on controlled, repeated movements that maximize results. \u201cWe\u2019re intentionally different,\u201d Sonny and Carl say.<\/p>\n
Small class sizes allow Firm AF to \u201cknow our clients, coach them properly, and create a real sense of community. It doesn\u2019t feel anonymous here,\u201d they explain.<\/p>\n
![\"Firm](\"https:\/\/www.newsbeep.com\/us-ny\/wp-content\/uploads\/2026\/05\/Firm-AF-Exterior.png\")
<\/p>\n
Firm AF also offers community-based outdoor fitness in Hoboken and Jersey City. This includes a weekly, 3-mile run club that\u2019s designed to feel approachable and social for all fitness levels. They plan to expand their outdoor fitness programming, increase community partnerships with local businesses, and continue growing their presence in Hoboken and Jersey City.<\/p>\n
\u201cOur focus is on creating more ways for people to stay active, connected, and consistent in their fitness journey.\u201d<\/p>\n
Visit Firm AF at 601 Observer Highway in Hoboken. Look for them online to learn more.<\/p>\n