DANNY RIZZZ: GROZEV LIFE

The Audacity of the Everyday Fitness Entrepreneur

Endless summer isn’t just a season — it’s a state of mind. A pulse. The kind of New York energy that wakes up early, stays out late, and somehow finds time to chase purpose in between. For me, it’s also the heartbeat of Grozev Life, a fitness and lifestyle brand we are building. It’s not just training programs, it is the grit, authenticity, and belief that personal greatness is earned, not given. And by this fall, you will be able to experience that for yourself!

To me, Grozev Life is about emotion, passion, and spirited living. It’s the culmination of years spent connecting seemingly separate dots — from fitness coaching to health journalism, from on-camera interactions to directing at SWEAT440 — all now converging into one clear mission: to inspire the everyday man and woman to become the best version of themselves.

Now, New York is tough. We know that. It doesn’t hand you anything. And if you’re not careful, it can convince you to settle. But I believe the body is the gateway to breaking through that; physically, mentally, emotionally. Even spiritually. That’s why Grozev Life isn’t just about abs and aesthetics. It’s about discipline, consistency, and belief. It’s about becoming that person who doesn’t need January to start over.  

The philosophies behind Grozev Life are pulled from the people who shaped me: Greg Plitt — whose no-excuses mindset made him more philosopher than fitness model. Marcus Luttrell — whose willpower during Operation Red Wings redefined human endurance and will. Jimmy V — who reminded us to laugh, think, cry, and never, ever give up. And my mother and father, whose lives impacted how I live my own — “Earn this” — became a code I live by. 

Each of those voices reminded me that physical training is never just physical. It’s a declaration. It’s saying, “I refuse to coast.”  

And now, as the Director of SWEAT440, I’m helping others find that declaration too — at scale. In my June article, I broke down what makes SWEAT440 different: rotating HIIT classes every 10 minutes, community-first energy, and an environment where everyone from the Wall Street warrior to the Brooklyn artist can push themselves without intimidation. We’re not just another studio in NYC — we’re a category of one. As we prepare to expand across New York City, I see firsthand how urban wellness needs to evolve. There are far too many corporate gyms that are driven not by what the client needs, but by sales goals of one-on-one training sessions and packages. That only helps those gyms appease their investors. That urban evolution has to come from small business entrepreneurs who know how to penetrate the market and drive growth from the client’s perspective. Grozev Life is an extension of that evolution — a way to meet people where they are and push them toward where they’re meant to be. 

While fitness is the foundation, Grozev Life is about something deeper: living with enthusiasm and making your presence felt. In a city like New York, where attention is currency and time is scarce, it’s not enough to just show up — you have to spark something in others. That’s where charisma matters. It’s not about ego — it’s about connection. The kind that cuts through noise and inspires action. Whether I’m interacting with athletes or sharing content that feels like short stories on my TikTok page @dannyrizzz, the goal is the same: to make motivation feel personal. Because when people feel seen, they move. And when they move, they change. Grozev Life is here to ignite that movement — through energy, relatability, and the contagious belief that greatness is within reach.

Grozev Life has been described as “Greg Plitt meets Anthony Bourdain,” and the fire is real — the discipline, the intensity, the structure — there’s also warmth. There’s humanity. I’m not here to scream at people from a pedestal. I leave that to corporate gym and fitness personalities. I’m here to walk the same road are you are — to get sweaty, to stumble, to recommit in real-time. That’s what makes this brand relatable. That’s what sets it apart in a fitness landscape that’s become far too filtered and far too fake. With everything we are working on to launch Grozev Life this fall, you will all find that same reason, that same drive – to be real.

It isn’t just about a brand or a movement. It’s an evolution of thought and the ability to be earnest about who and what you are. From the in-person experience of SWEAT440 to the broader digital movement of Grozev Life, it’s a lifelong dream becoming a reality to help others. Built in New York, for New Yorkers, with a message that transcends boroughs: You already have what it takes — now go earn it.  

And yes, this is a moment of entrepreneurship. Bold, intentional, and unapologetic. I read Kevin O’Leary’s February feature in SoapCentral about the four-day workweek with fascination. He spoke about the necessity of clarity, vision, and execution — and I couldn’t agree more. This isn’t the era of playing it safe. It’s the era of taking your shot with both hands and not letting go. This era’s fitness entrepreneurs aren’t pitching you an idea. They are inviting you into a movement. Grozev Life is purpose in motion. It’s New York’s relentless spirit repackaged in sweat, strategy, and soul.  

While this summer may be endless, for many, it will mark the end of a long path of not understanding their self-worth. And once the fall arrives, it will be a new beginning for us all.  

Follow the movement at www.grozevlife.com on TikTok @dannyrizzz and Instagram at @GrozevLife