02/11/2026
Pinnacle Strength / ErgFit community—
This is one of the hardest letters I’ve ever had to write — but it’s also one I’m writing with clarity, pride, and excitement for what lies ahead. For 27 years, coaching has been a defining part of my life — from the early days of learning and growing as a coach to building communities that shaped who I’ve become along the way. What we’ve built here over the last 16 years — through Pinnacle Strength, CrossFit New Bedford, and ErgFit — has never been just a gym. It’s been a constant in my life, a place of effort, accountability, and a community that shows up for each other day after day. And now it’s time for the next chapter.
After a lot of reflection, I’ve made the decision to sell the gym and step away from day-to-day coaching. This marks my retirement from full-time coaching after 27 years. It’s not a decision I rushed into — but it is the right one for me and for the long-term future of this community.
I started coaching because I loved helping people push themselves and discover what they were capable of. What I didn’t fully realize at the time was how meaningful the relationships would become. The friendships built inside these walls, the trust earned through hard work, and the shared experience of showing up day after day came to matter just as much as the training itself. Those relationships have been invaluable — and they’re a big reason I stayed in this for as long as I did.
Over the last 27 years, I’ve worked with thousands of people at every stage of life. I’ve coached beginners walking in for the first time, athletes chasing bigger goals, parents carving out time for themselves, and members who simply needed a place that felt steady and positive. The impact was never just physical. What mattered most was the trust built over time, the daily accountability, and the way this community became a constant in so many lives — including my own.
This community deserves full energy, and it’s time to pass that responsibility on. Over the last few years, my life has changed in significant ways. I’ve stepped into new roles as a commercial real estate owner and as the owner of two bar and restaurant locations, and those responsibilities carry real weight. As I approach 50, I’ve become more aware of the importance of protecting my physical and mental health and building a version of this next chapter that is sustainable long-term. In order to continue making the right decisions for myself, my family, and the businesses I’m responsible for, stepping away from day-to-day coaching is the honest and necessary move.
The gym is being handed over to two people I trust deeply — Chris DeAraujo and Sonia DeAraujo. Many of you already know Chris from his time coaching here, and both Chris and Sonia understand this community because they’ve been part of what makes it special. They know the standards, the culture, and the responsibility that comes with leading a place like this. Together, they care about this gym for the same reasons I always have: the people, the work, and doing things the right way.
What stays the same is the foundation of what you show up for every day. ErgFit and Pinnacle Strength programming will continue with the same structure, intent, and standards you’re used to. I’ll remain involved on the programming side, helping ensure the training stays consistent and aligned with what this community expects, while also continuing to grow the ErgFit brand in new ways moving forward.
What will change is my role on the floor. I’ll be stepping away from day-to-day coaching and daily operations. I won’t be present in the same capacity moving forward, but this transition allows the gym to continue with full energy under Chris and Sonia’s leadership while I support things behind the scenes to help ensure a smooth transition.
I’m incredibly grateful for everyone who has been part of this community over the years. Whether you were here for a season or for decades, you helped shape what this place became. You showed up, supported each other, put in the work, and turned this into something far bigger than a workout space. I’ve learned just as much from all of you as I ever taught — and that’s something I’ll carry with me long after this chapter closes.
I step away with pride, confidence, and a real sense of peace, knowing that what we built together will continue to move forward with care and purpose. Thank you for trusting me for 27 years. I’ll always be proud of this community — and everything it stands for.
With gratitude,
Brad Cardoza
