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“Really, it’s about a sense of community,” Matt Benvie, owner of Evolve Fitness, explains in the gym’s well-lit waiting room. “We add value to people’s life and they add value to ours.” He adds that he’s often emailing recipes and fitness tips, always to many replies. And through all the push-ups, bench presses, leg lifts and cough BURPEES, Benvie says, “We see people a way few others see them—in their sweats, the most ordinary they’re ever going to be, and that’s how we like it—because we’re just a few ordinary, small-town guys.”

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