CrossFit TMA, which opened officially on Saturday in Church Street, Wodonga, is named after words from former US president Theodore Roosevelt in 1910, now known as The Man In The Arena.

"It is not the critic who counts," Roosevelt said.

"The credit belongs to the man who is actually in the arena ... who does actually strive to do the deeds; who knows great enthusiasms, the great devotions."

In the same way, Zak Rogers and Scott Foley want CrossFit TMA participants, male and female, to embrace their daily challenges and goals.

"Making sure that you're the person that's focused on what you need to do to be happy in your life, rather than worrying about the critical people on the sidelines that are judging what you're doing," Mr Rogers said.

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Up to 80 people took part in Saturday's event, which also raised $1500 for volunteer firefighters through the workout of the day, raffles and bacon and egg rolls.

Mr Rogers, formerly in the army, and accountant Mr Foley met through CrossFit, a strength and conditioning program that uses functional movements to help people become healthier for their regular activities.

"We're preparing you for every day when you walk out the roller door of the gym to conduct your day safely and be able to move well, you know, pick up the kids, run around with your children or go for runs with your dog," Mr Rogers said.

Mr Foley said he'd always wanted to own a business and felt he and Mr Rogers complemented each other.

"We saw our strengths and weaknesses together and just thought between us we can cover all bases really well," he said.

After a couple of months looking for a location, they stumbled across an old mechanics shop on Church Street that, coincidentally, also used to be a gym in the early 2000s.

"We found this one night, the next day we came to look at it and that was it, we were sold," Mr Foley said.

One attraction was the site's proximity to the Junction Place hospitality precinct and the owners appreciate the support already received from nearby businesses.

Ten weeks of hard work were needed to get ready for a January opening, with the gym offering classes each day and no-contract memberships.

Mr Rogers felt "mums and dads are our big market".

"Parents that are looking for an hour class," he said.

"They can come in, move through the workout with a coaching atmosphere where we lead them through, make sure they're safe, make sure they're moving well, make sure they're getting the appropriate stimulus from the workout and then they can finish up, head straight home, without having to plan or think about what they need to do in the gym."