Founder, Coral Gables-based 54D Training Program
Since founding 54D in Mexico City in 2012, Rodrigo Garduño has amassed a growing legion of followers, including supermodels (Adriana Lima), professional athletes (Yankees legend Jorge Posada), celebrities (singers Fonseca, Juanes, Carlos Vives) and corporate executives. His program, 54D, is a nine-week training plan that combines high-intensity group training, custom nutrition, and recovery therapy (including cryotherapy). The system guarantees results to anyone who is willing to fully commit for the duration of the $4,000 program, which Garduño describes not as a gym workout, but a human-transformation movement.
When the pandemic shut down 54D, Garduño went online. In July he launched 54D ON, attracting more than 35,000 live daily participants and more than 150,000 users who streamed the daily videos. He reopened the Coral Gables headquarters “studio” on Ponce de Leon Boulevard last month, and now plans to expand in the U.S. and abroad (there are already studios in Bogota and Mexico City). The second U.S. studio is scheduled to open in Miami’s Design District early next year.
What He Says
“When we say, ‘We are not a gym,’ we really mean it,” says Garduño. “Fitness is about discipline, and we demand nothing less than 100 percent devotion from every person who comes through our doors and signs on the dotted line… That way, we can all reach our highest potential.” A fanatic for hard work, Garduño says his background as a professional soccer player has taught him “that discipline is the most important component when looking to accomplish anything in life.”