Welcome to The Pour Over—our casual coffee chat series where we sit down with the people behind Wodify to share real stories, business insights, and a little caffeine-fueled wisdom.

Finding Fitness Early

For Jordan Costa, fitness wasn’t a phase — it was part of growing up. His mom was a gymnastics coach in Montana, so Jordan’s childhood was spent running around the gym, climbing on climbing on parallel bars and watching people discover their strength.Those early experiences turned into a lifelong passion. After studying Exercise Science at Colorado State, he started training clients at Snap Fitness. It wasn’t glamorous — and by his own admission, he was “a garbage trainer at first.” But it was the spark that lit the fire for a career built around movement, discipline and connection.

The CrossFit Spark

The real turning point came when Jordan realized he was bored with his current training plan.

“One night, I was doing bicep curls and thought, ‘Am I really going to do this for the next 60 years?’”

At the time, he’d also been following the daily workouts on CrossFit.com, and was intrigued by their variety and intensity. So the next day, he walked into a CrossFit gym to give it a try. After just one class, he was instantly hooked.

“That first workout humbled me in the best way. It was chaos, but it was purposeful chaos. I got wrecked — and loved it.”

For Jordan, CrossFit became more than a workout. It was a lifestyle built on challenge, growth and community — lessons that would shape his approach to everything else in life.

From the Gym Floor to Wodify

In the years that followed, Jordan managed several gyms and traveled the country working with brands like FitAid and Fuel for Fire. Then one day, he saw a LinkedIn post from Wodify CEO Brendan Rice, announcing an open Account Executive role.

He clicked, and so did the role.

Now, as part of Wodify’s sales team, Jordan brings an athlete mindset to helping gym owners thrive. He knows the pain points firsthand — juggling admin, managing staff, and trying to stay connected to the “why” behind it all.“I remember when my team used sticky notes to track leads. You’d find one under your desk a week later that said ‘Call Bob.’ And Bob was ready to sign up last Tuesday. Those are the headaches Wodify eliminates.”

What the Best Gym Owners Do Differently

After working with hundreds of gym owners through his role at Wodify, Jordan has noticed a similarity among the ones who really stand out:

“The best operators know what they don’t know,” he says. “They’re not afraid to delegate or ask for help.”

Jordan Costa runs outside his gym, CrossFit Humanity in San Diego, CA.

Here are his top three lessons for gym owners:

  1. Delegate early. Doing everything yourself leads straight to burnout.
  2. Automate smartly. Build systems from day one that save time and prevent chaos.
  3. Lean on your community. Other owners — and your Wodify team — are your greatest resource.

“The best gym owners don’t go it alone. They know it’s about who, not how.”

The Creative Side of a CrossFitter

Outside of his work at Wodify, Jordan channels his creativity into something unexpected: writing and art.

His first book, 101 Hotel Workouts, is the result of his FitAid travel days. At the time, he needed quick, bodyweight-friendly workouts, so he designed the book for people constantly on the road.

His second book, The Corgi Coloring Book, is inspired by his dog, Zoe. What started as a stress-relief project during the pandemic turned into a published Amazon title full of adorable corgi illustrations.

“If you can dream it, you can make it,” he says. “And apparently, people really love coloring corgis.”

Defining Growth

For Jordan, growth isn’t about titles or trophies — it’s about how you show up every day.

“If I wake up excited about what I do, that’s growth. If I’m still pushing myself — whether it’s in a triathlon or on a demo call — I know I’m on the right path.”

Whether he’s helping a gym owner streamline a fitness business or tackling a new personal challenge, his CrossFit mindset remains: stay humble, work hard and keep learning.

Closing Thoughts

Jordan Costa’s story is a reminder that fitness — and business — are both about consistency, curiosity and community.

These days, you can find him at CrossFit Humanity in San Diego or helping gym owners across the world find smarter, simpler ways to run their business with Wodify.

☕ Want to chat with Jordan? Book a demo and connect with him today.

Because the best growth — in life or work — starts with showing up, one rep at a time.