Our Story

American Fit is more than just a supplement store - it is the one and only supplement company that gives you the freedom to choose whichever path you want to embark on for your health and fitness journey. Whatever you need, we’ve got it here at American Fit - from the highest quality supplements to cryotherapy, red light therapy, sports massage, and personal training.

American fit is a one-stop-shop where you can walk in with a goal and walk out with all the tools you need to not only reach that goal but change your entire life and overall well-being. We want you to live your healthiest and happiest life.

We understand what it feels like to be at each level of your fitness journey - from being a beginner and feeling overwhelmed not knowing where to start to being an expert and needing to break through a plateau to reach even more gains. We understand where you're at from our own experience in our fitness journey and that is why we are here for you every step of the way. We got your back!

With so much information out there and so many places to choose from, we wanted to simplify everything and make it as easy as possible for you to get everything you need under one roof. That is why we decided to create a one-stop-shop to cover every single aspect of health and fitness--from supplementation and nutrition with fresh prepped meals and supplements, repair and recovery with cryotherapy and red light therapy, to overall aesthetics with spray tanning and personal training.

We pride ourselves on testing out each and every product we put on our shelves so that we can guarantee that we are providing you with the highest quality supplements that are proven to work. If we don’t like something, we send it back. Here at American Fit, we truly practice what we preach.

Cameron Etchings

Founder, Owner, and CEO

I have lived every side of fitness. I have been the strongest version of myself—the disciplined collegiate athlete, pushing my body to its peak. And I have also been the heaviest, at 315 pounds, weighed down not just by my body, but by the weight of life itself.

Because life changes in an instant. One day, you’re unstoppable, and the next, everything crumbles—divorce, depression, despair. You try to fight your way back, but you fail. Again. And again. Until failure feels inevitable, until the idea of getting back up seems more exhausting than just staying down. You stop trying. You stop caring. You don’t just give up on your body—you give up on yourself.

But I’ve spent the last 22 years refusing to let people give up.

Because I know what it’s like to feel lost in your own skin. I know what it’s like to look in the mirror and not recognize the person staring back. But I also know that the fight is never over—unless you let it be.

That’s why I train people. Not just to lift weights, not just to lose pounds, but to rebuild the version of themselves that they thought was gone forever. I train the version of you that gets back up. The version that kicks the shit out of the old you—the one that doubted, the one that quit, the one that believed they weren’t strong enough. Because you are.

Today, I am beyond humbled and grateful to step into my role as CEO of American Fit. This isn’t just a company—it’s a movement, a family, a team that believes in transformation. I want to thank every single person who has put their trust in me to lead, to push forward, and to make fitness dreams a reality.

This team of owners? They aren’t just in the business of fitness. They are in the business of changing lives. They inspire not only the people they train but everyone around them—including me.

To those who feel like they’ve fallen too far, you haven’t. To those who feel like they can’t come back, you can. And I promise you—we’ll be right here, ready to build the strongest version of you. 💪🏻😎🤘🏻

Alicia Rossi-Etchings

Co Founder, Co Owner, and COO

At age 19, I thought my life was over. The pain was relentless—an unbearable, all-consuming agony that stole every ounce of hope I had. I remember sitting in the doctor’s office, my hands shaking, my breath shallow, as they told me my future: I would lose my vision, lose my ability to walk, and struggle to speak. They told me my nervous system would betray me with seizures and unrelenting pain, for the rest of my life.

I walked out of that office a ghost of myself. Fear swallowed me whole. The world around me kept moving, people laughing, walking, living—while I was trapped in a body that was shutting down. I remember lying in bed, crying so hard my chest ached, wishing for just a moment of relief. I would have given anything to just roll over without searing pain tearing through me like fire. One night, I fought for what felt like an eternity just to turn my body over. I couldn’t do it. I collapsed, face down in my pillow, defeated. I sobbed until exhaustion silenced me.

But even in the darkness, a tiny ember of defiance burned inside me. I wasn’t ready to surrender--I was too young for this to be my fate. I researched everything I could about Lyme Disease, desperate to find an answer when doctors only gave me dead ends. I committed to a Lyme Disease specific diet. I forced myself to workout—even when every step felt like I was walking through broken glass and every movement made me want to collapse. The pain was excruciating, but I refused to let it win.

One year--one long, grueling, agonizing year--of discipline, of pushing through tears, of fighting when my body begged me to stop. And then—against all odds—I walked back into that doctor’s office, not in defeat, but in defiance.

The tests came back. The doctors, so sure of my fate, were stunned. Lyme Disease free.

I sat there, staring at the results, feeling the weight of every moment I had suffered, every tear I had shed, every time I had begged God for mercy. I had done it. I had reclaimed my body.

Today, I never take movement for granted. I never take life for granted. Because I know what it’s like to have it stripped away. I know what it’s like to be trapped in pain, to feel hopeless, to believe there is no way out.

But there is.

So if you’re in the darkness right now—if you’re hurting, if you feel like you’ll never get past this—keep going. Even if your steps are small, even if it feels like you’re barely crawling forward, you are moving. And one day, you’ll look back and see just how strong you were.

You are a warrior. You always have been.

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