It doesn’t look like your average gym or wellness center, and that’s entirely the point.

Located on the corner of State Street and River Lane in Geneva (across from the Herrington Inn), Strongoo is part exercise space, part recovery studio, and part hangout hub — making it unlike anything else in the Tri-Cities area. 

You’ll find infrared saunas and cold plunges next to cozy couches and board games. You might walk in for a movement class and stay for a conversation or a massage. There’s no pressure to “push through” and no one-size-fits-all fitness model.

Instead, Strongoo offers something deeper: a place to reconnect — with your body, with your mind, and with a community of like-minded folks who get it.

But before Strongoo was a space, it was a journey. And it started with founder Joe Donar learning to slow down.

Joe spent years in the strength and conditioning world. He owned two CrossFit gyms, earned degrees in kinesiology and exercise physiology, and poured his energy into physical performance. Before that, he served in the Army infantry — part of a recon unit, with two deployments under his belt.

On paper, he was accomplishing what he set out to do.

“I wanted to be a physical therapist, but then I realized I’d rather get into preventative health,” Joe said. “So I opened up my first CrossFit gym. I was always pursuing movement, always moving aggressively or intensely.”

But after about two decades of that relentless intensity, something started to feel off. Joe realized he needed to be real with himself.

“I put a lot of miles on my body, and I had to live with that pain and suffering” he said. “When I removed myself and looked at what I was doing, I realized that it was time to slow down.” 

It didn’t happen all at once. After exploring ideas for a wellness app and launching a podcast focused on vulnerability and emotional growth, Joe found himself drawn toward something more experiential.

He began building a space that could help people heal the way he had to: slowly, intentionally, and holistically.

“This is a repair shop for people,” he said. “Not just their bodies, but their nervous systems, their hearts, their minds.”

Strongoo officially opened in June 2025 as a nonprofit whole-body health center rooted in one core value: recovery is not optional. It’s essential.

“Recovery has become an afterthought in today’s society, but everyone needs to recover,” Joe said. “Do you sit all day? Work on your feet for eight hours a day? Maybe you were an athlete when you were younger, with aches and pains today? Most of us were never taught how to recover, and people need to build that habit.” 

Once you’ve toured the space, the purpose behind Strongoo’s layout becomes immediately clear. The open, airy class space balances professional structure with an inviting, low-pressure vibe. Each carefully placed mat station includes a basket of tools and items to help with mobility, tension relief, and movement optimization. 

As we walked through the free weights area, Joe pointed out a pair of compression boots to help with muscle recovery and circulation. Nearby is a special room with cold plunges and infrared saunas, plus a row of massage tables around the corner (Strongoo has a licensed massage therapist on staff). 

“Our tagline is ‘whole health functioning.’ Whatever people want to work on, we’re here to guide them,” Joe said. “Is it a physical goal like weight loss or better nutrition, or is it the social or emotional side of things? We have all that covered.”

The homey decor, comfy seating, and intentional gathering areas reflect Strongoo’s broader goal to create a space that invites people to slow down, connect, and feel at ease — a stark contract with most traditional fitness facilities. 

“I wanted people to have a place where they could stay, not just show up and leave after their session,” Joe explained. “Maybe you knock out a few emails after class, maybe you talk to someone new. That social piece is a key part of the healing and the community we’ve created here.”

It’s also part of the reason Strongoo has begun to regularly host after-hours events — from game nights and cocktail workshops to group bike rides on the nearby Fox River trail. Some events are wellness-based, others are just for fun. But all are designed to foster connection.

For anyone unsure where to begin, Strongoo’s enCOURAGE program is an easy (and free) way to start.

This 30-day introductory experience offers full access to Strongoo’s space and services, no strings attached. Participants meet one-on-one with Joe for goal-setting and with his colleague Abby for nutrition guidance. 

From there, they’re free to attend unlimited classes, try out recovery services like the sauna or cold plunge, and get connected with Strongoo’s network of local health professionals, including physical therapists, chiropractors, counselors, and more.

Each participant also receives a guide to help track progress and explore what works best for their goals — whether that’s stress relief, mobility, strength, community, or just feeling better overall.

“We’re not here to tell you what to do,” Joe said. “We’re here to listen, to guide, and to walk with you through the change you’re ready to make.”

And the best part? It’s truly free with no restrictions. 

“We named it enCOURAGE because it takes courage to start something new,” Joe said. “Our job is to make that first step a little easier.”

Joe’s roots in Geneva run deep. After years of building relationships through the gym he owned in town, he knew this was where Strongoo needed to be. 

“I’ve formed so many connections here, and I couldn’t walk away from that,” he said. “This place is for the community, and Geneva is the right place to grow it.” 

The nonprofit’s concept appears well positioned to take off. What makes Strongoo unique isn’t the saunas or classes or coaching or social outings. It’s the underlying philosophy that wellness and healing is a personal, ongoing process — and everyone’s journey looks different.

“Most people don’t realize how much pain or tension they’re carrying until they finally learn to identify it and release it,” Joe said. “We’ve normalized feeling exhausted, anxious, disconnected. But it doesn’t have to be that way.”

Strongoo exists to offer an alternative built on empathy, intention, and the belief that real change happens when we learn to take care of ourselves proactively — not reactively. Perhaps in ways that we didn’t learn about growing up. 

Whether you're looking to get healthier, healing from injury, managing stress, navigating burnout, or just trying to carve out time for yourself, Strongoo offers space to move, breathe, connect, and feel supported — in every sense of the word.

Book a free consultation or sign up for the enCOURAGE program at strongoo.com. View their upcoming events.

Strongoo is a sponsor of Tri-Cities Central. This is sponsored content.

Please feel free to reach out to [email protected] with questions or comments.

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