Coval Fitness & Sports Performance grows staff to 4 in Ann Arbor

Mike Coval doesn't believe personal fitness has a one-size-fits-all solution. That's why his business, Coval Fitness & Sports Performance, treats each customer individually. That means designing programs to help people lose weight, or gain strength to better compete athletically or build up endurance to overcome illness and injury so they can live an everyday life. It also means the Ann Arbor-based business isn't a sea of cardio and weight machines. "We are much more specific to the individual and what their goal," Coval says. "We try to make it the Rolls Royce of personal training." Coval Fitness & Sports Performance has used this philosophy to expand its client base and add staff. The company has hired four people over the last year, that includes a few replacement hires, so the 4-person firm can meet its demand. Source: Mike Coval, owner of Coval Fitness & Sports Performance Writer: Jon Zemke Read more about Metro Detroit's growing entrepreneurial ecosystem at SEMichiganStartup.com.