Desert Ridge Marketplace will welcome Eat the Frog Fitness (ETF Fitness) in January 2020. The studio will be located on the southwest side of the shopping center near Chipotle.

Keeping in mind society’s propensity for putting off fitness, Eat the Frog’s unique name comes from an age-old Mark Twain quote, “Eat a live frog first thing every morning and nothing worse will happen to you the rest of the day.” Cofounder and Olympic Decathlon gold and silver Medalist Bryan Clay used this mindset to become an Olympic champion and create ETF Fitness.

ETF Fitness blends proprietary training methods with an evidence-based business model to create a fitness approach to be inclusive of everybody and every body. Small class sizes and coach-led sessions help ETF eliminate gym-intimidation, encourage social interaction and integrate adaptive technology.

The regimen starts with a 30-minute fitness assessment of each new client. Fitness needs are customized for an 8-week training guide based on each person’s heart rate training zone. Classes are specifically designed with a mix of cardio, strength, flexibility, core and recovery to benefit everyone from the first timer to the professional athlete.

“With 24-hour class schedules and the ability to experience live or virtual led classes, ETF Fitness is the perfect addition to the Desert Ridge community,” said Jenny Cushing, vice president of leasing at Vestar.
They are the latest tenant to join Desert Ridge Marketplace’s lineup of wellness options, which include Lagree Fitness studio The Body Lab, recently opened BackFit Health & Spine, and coming soon, top-rated med spa, Derma Health Skin & Laser.

“ETF Fitness will provide the Desert Ridge Community a unique fitness program that combines Olympic inspired training, cutting edge technology and the science of your body to create the most advanced workout,” said Bryan Clay, cofounder.

To celebrate the upcoming opening, the new ETF location is offering founders rates for new members, locking in the lowest rate for life. You can find them onsite now to lock in that low rate and ask any questions you might have about this new facility.

To learn more about how Desert Ridge Marketplace continues to evolve, visit or visit the center at 21001 N. Tatum Blvd., Phoenix. To learn more about Eat the Frog, visit