ST. LOUIS - s4story -- The SOCO Chamber will celebrate the launch of RBE Fitness, a new fitness and personal transformation company founded by Nicholas "Coach Nick" Lunceford, with an official ribbon cutting ceremony on Saturday, Oct. 3 at 11 a.m.

RBE Fitness is located inside the NexCore Building at 11820 Tesson Ferry Road, Suite 1507, St. Louis, MO 63128.

Following: Coach Nick will lead a free community workout at 11:45 a.m., giving attendees a chance to experience RBE Fitness and his training philosophy firsthand. The workout is open to all fitness levels and requires no registration. Attendees are encouraged to wear comfortable clothing and bring water.

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RBE stands for Routines Build Everything, a philosophy Lunceford developed through his own experiences with fitness, discipline and personal transformation. Its core idea is simple: "Motivation fails. Routine stays."

Lunceford challenges the idea that people need more motivation to change their lives. Motivation can help someone begin, he says, but lasting change comes from building practical routines that keep working on the days when motivation disappears.