River North Gym established 11 years ago in the Merchandise Mart, was founded by Bernie Lacox as a community-driven, mom-and-pop-style gym with a strong focus on weightlifting. Nestled on the Mart's ninth floor, it earned a reputation as a "hidden gem" among the River North community. The gym’s marketing was traditionally handled by various facility members, often on an as-needed basis, with limited formal training, resulting in a grassroots approach that emphasized community spirit over polished branding.