Santa Monica, Ca - - October 20, 2009 - - Iron  www.ironla.com  announced today that its doors are officially open and its weights are ready for lifting!   Iron, the new standard in boutique gyms, is truly fitness at its best…and John Damon, the highly regarded celebrity/athlete personal trainer & fitness expert, has made sure of it!   In building Iron, John and successful entrepreneur, Ken Sheer, wanted to do more than bring something unique and a-step-ahead to the boutique gym arena. They knew that, because gym-goers in Los Angeles are among the most fit and savvy in the country, Iron must also bring a new sophistication in service, style, function and form to the gym experience. With John Damon as its head creative force, everything inside of Iron has been purposefully planned out – from the newest, state-of-the art fitness equipment that only professional sports teams (Woodway Speedboard & Force 1.0 etc.) and doctors offices (InBody 520 Body Composition Analysis) have to the reverse osmosis water filtration system for purest hydration to the custom-mixed Ralph Lauren metallic paint on the walls to the structural integration sessions (super high end body work). In addition, Iron boasts its own exclusive cadre of very skilled (and highly certified) personal trainers; a 7,000+ sq. ft. open NYC loft feel, complete with signature boxing room for individual drills and/or boxing classes; restorative yoga & fun boot camp classes (with a specialized spinning studio coming in the next 6-12 months); impeccable service; and a constant, high energy atmosphere. Iron also offers the exclusivity of a private gym with simple and straightforward memberships and no initiation fees. ($85.00/month for month-to-month membership or $79.00/month for a one year commitment). Personal training rates are by appointment only - - John Damon $175.00/hour; all other trainers are $85.00 to $115.00/hour depending on the PT package. Iron is located at 1919 Broadway in Santa Monica, CA 90404. 310.264.9800 phone. There is abundant free parking on site. Gym hours are Monday thru Thursday, 5:30am – 10:00pm; Friday, 5:30am – 9:00pm; Saturday & Sunday, 7:00am – 2:00pm.

Acting as the onsite Managing Director of Iron, John Damon, the highly regarded celebrity/athlete personal trainer & fitness expert, is a leader in the field of exercise and wellness. After receiving both football and academic scholarships to Boston College, John exploded onto the fitness scene and has been excelling in the field ever since. John has taken two of the top fitness programs in the country - The Mount Auburn Club in Watertown, MA and The Sports Club/LA in Los Angeles, CA - to record heights. He created, taught and promoted the BMW Ultimate Performance Workout for Equinox Fitness Clubs; and, prior to creating Iron, John owned and trained clients at the award winning Active Fitness in Santa Monica.

John Damon’s philosophies for life and for personal training (as they’re both interchangeable) are the cornerstone of Iron’s many amenities. From young Hollywood starlets to well established actors to professional athletes to CEOs and many in between, John Damon has one universal mantra for all of his clients - “You must show up!” John customizes every workout specifically for the overall needs of each client, and he prides himself on always mixing it up by using traditional and out-of-the-box methods. John trains with intensity, heart and dedication and always keeps his programming consistent with the aesthetic and fitness goals of the people he is training. In addition to “always showing up” for workouts, which John believes is the number #1 tenet any one person must do to be successful in his/her personal fitness goals, John’s three other tenets are: “#2) Effort: Anything worth attaining is worth putting forth consistent effort. #3) Form: If you do all the exercises correctly, you will never get injured. This way, you’ll always be able show up, and you’ll get the results you’re looking for. #4) Dedication: Every workout must be amazing. In order to get the results, you must show up and give 100% to each workout you have. Physical fitness must become part of your lifestyle and one of the ways by which you define yourself.” Damon goes on to say, “Those four tenants, along with a little water, will allow you to bloom into anything you want to be!”

It is that same “can do” attitude and work ethic that brought both John Damon and Ken Sheer, a successful entrepreneur, avid fitness fan and real estate developer, together in creating Iron. Sheer states, “Opening Iron is the realization of a goal to provide Los Angeles with a boutique gym like nothing anyone has ever experienced before. It’s small enough to offer very customized service, and we also have has equipment and machines that only sports teams own.” John Damon goes on to say, “Ken and I have created a dream gym - - one in which I’m always excited to train clients, and one that our members will truly look forward to coming to each day.” Adds Sheer, “If we’ve done our jobs right, every time our members step into Iron and work out, it will be the best hour of their day!”

Other amazing Iron highlights include:

• Owner & Managing Director onsite & available to answer any and all fitness and health questions
• All new members receive a complementary InBody 520 Body Composition Analysis
• All new members receive a one-hour personal training session
• Iron signature Boxing Room
• State-of-the-art Resistance Training equipment
• Woodway Speedboard & Force 1.0 - state of the art and the only "green" treadmill available
• Boxing, Treadmill & Boot Camp Classes
• 7,000 square foot NYC loft-like, open atmosphere (26-ft high ceilings)
• Towel Service
• Freakishly clean, always
• Private Showers
• Easy, onsite Parking
• Structural Integration Sessions (super high-end body work) & Massage available
• Beautiful Lounge Area + Reverse Osmosis Water Fountain for the purest hydration
• Incredible sound system featuring commercial-free music & video playlists from Apple TV
• Blu Ray & HD Cable TVs
• Individual Cable TV on Cardiovascular equipment

About Iron: Whether you’re a professional athlete, an avid fitness fan or someone who has never stepped foot into a gym before, working out at Iron is truly fitness at its best. Located in Santa Monica, CA, Iron is the new standard in boutique gyms. Iron boasts its own exclusive cadre of very skilled (and highly certified) personal trainers; a 7,000+ sq. ft. open NYC loft feel, complete with signature boxing room for individual drills and/or boxing classes; restorative yoga & fun boot camp classes; impeccable service and a constant, high energy atmosphere. Iron also offers the exclusivity of a private gym with simple and straightforward memberships and no initiation fees. For more information on John Damon, Ken Sheer or Iron, please visit http://www.ironla.com