Ne Plus Ultra Fitness LLC

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Hi, my name is Robert L. Dixon Jr. I am the chief executive officer (CEO) and Fitness professional of Ne Plus Ultra Fitness LLC.

Before I share with you a little about myself and why I chose the fitness industry as my career choice, let me share with you the meaning of the name Ne Plus Ultra Fitness. 

Ne Plus Ultra is a Latin word for the “best or most excellent example of something”. In this case it refers to the very best in customer service and fitness training program design.

I was born and raised in Oakland California during the 1960’s, 70’s and 80’s. I was first introduced to fitness, calisthenics (push-ups, jumping jacks, sit ups, and body weight squats) by fitness icon and television personality Jack LaLanne. I will never forget being fascinated by Jack performing jumping jacks while his white Germain Sheppard watched. I was ten years old. 

By the time I was 13, I started getting in trouble at home and in school. I became a juvenile delinquent and was incarcerated most of my youth and young adulthood life.

By the age of 19, I was still living my life without a sense of purpose and making bad decisions. In 1983 I participated in a felony “robbery” with my childhood friend when he shot and killed a man. I did not take this person’s life nor was it my intention, but I was involved in the felony so in 1985 I was sentenced to serve 15 years to life in the California Department of Corrections and Rehabilitation.

While serving my life sentence I immersed myself in prison fitness. Over the next three and a half decades I participated in a plethora of physical fitness activities provided to inmates by CDC&R. Having a perfect body type (mesomorph) for football, boxing, and bodybuilding, bodybuilding became my sport of choice. 

For the next twelve years (1986 – 1997) I learned how to build my body to the “Apex” of human performance through experimenting with all facets of fitness, (boxing, weightlifting, power lifting, high intensity training, basketball, handball, soccer, track & field, and Yoga). 

I increased my knowledge of how to shape my physique by reading as many fitness magazines as possible and books I could get my hands on. One of my all-time favorite fitness books is Arnold Schwarzenegger’s Encyclopedia to Modern Body building. I learned to train with the discipline of a Navy seals instructor, the fearlessness of a Zula warrior, and power and grace of a silver back gorilla.

I won most of the fitness competitions I entered during my incarceration and by age forty I had developed a natural competitive bodybuilding physique. 

While incarcerated I was recognized by three (3) Fitness publications:

• Muscle & Fitness 1997
• Muscular Development 2008
• Flex Magazine 2008 

I have grown to believe that the fitness and nutrition lifestyle is a panacea. Fitness helped me redefine myself and break free from my early negative thoughts, actions, and peer associations. As my body matured and transformed into a work of art, I came to the realization that if I was going to succeed in life I needed to also transform mentally and emotionally.

My interpersonal growth and maturity came from higher education, mentorship, and attending self-help programs. I participated in a variety of classes: 

substance abuse, criminal thinking, victims’ impact, anger management, conflict resolution, family relations, denial management and employment readiness all of which provided me with insight into my past negative thoughts, feelings, and actions.

I learned about (EQ) Emotional Intelligence while working as a library clerk and started facilitating health classes to my peers. I experienced a complete transformation of mind, body, and spirit during this process.  

I completed Coastline Community College business program. Knowledge is power!

Listed below are my academic achievements:

Professional Career Development Institute (PCDI) The Professional Fitness & Nutrition Program (1999)

International Fitness Professional Association (IFPA), Personal Fitness Trainer (2008 - 2022)

IFPA Certification Number: 203828

Customer Service Specialist (CSS) (2016) 

CSS Number: CSS184219

Coastline Community College Business Program (2013)

Fitness Continuing Education courses (CEU’s)

• Sports Nutrition
• Strength Training Past 50
• PNF Stretching
• Program Design
• Methods of Group Exercise Instruction
• Optimal Muscle Training
• Intermediate & Advanced Strength training for Kids
• Standard Operational Procedures
• Advanced Plyometric Training
• Business of Fitness: Sales
• Sports Nutrition
• Core Training
• Full body Flexibility
• Sports First Aid
• Yoga Instructor

During my incarceration I continued to master my physique and training skills. I worked under several recreation coaches assisting them in setting up intermural sporting events, facilitating health classes to my fellow inmates, designing fitness obstacle course competitions, and training inmates who were qualified to fight fires with the California Department of Forestry (CDF).

In 2019, the opportunity to re-enter society and put into action my fitness goals and dreams came to me in the form of a new law abolishing the felony murder rule (Senate Bill 1437). After serving thirty-six years in prison, I was re-sentenced to the lesser charge “robbery” and subsequently released. Because I had devoted myself to the fitness and nutrition lifestyle and countless hours, days, nights, and years developing a business plan I was ready.

In August 2019 I was employed as a practitioner by a community-based company called Urban Alchemy. Approximately four years later I am a UA director managing the SF Recreation and Parks and Exploratorium contracts.

My transformation from an anti-social person into a pro-social person has not been easy but like Sisyphus of Greek mythology, I was too damn afraid of the consequences of stopping. I continued despite failing over and over, that one day I would make it to the top.

Urban Alchemy’s mission and vision to transform communities matched my own to give back to the community.

Six months after being released from prison I met the love of my life and now wife and business partner Connie Marie Dixon. 

Connie and I discovered relatively quickly that we had a lot in common, God, outdoor fitness, community, and the Raiders!!! 32 days after meeting we got married and began a shared desire to create a unique brand of mobile fitness business! 

Connie, kind, athletic, and a very smart woman, grew up in Concord, California. She has always enjoyed participating in physical fitness activities. In 2007 a prophetic man shared a vision with Connie that she was going to own her own fitness organization one day. A natural leader Connie brings experience to NPUF from working in several gyms: 

• 24-hour Fitness—Sales, 
• In Shape health clubs—Sales, 
• Planet Fitness—Fitness Instructor, 
• management for the Oakland Raiders organization in 2019. Wow! 

Robert & Connie Dixon

Once you meet Connie you will immediately see why she is the Chief Operations Officer of NPUF. 

It did not take us long to see that we wanted to achieve the same things in life and business. We discussed the pros and cons of operating gyms in the US during the covid epidemic. Covid literally shut gyms down and left customers without a safe place to get fit and stay healthy. 

Connie and I decided that safety, professionalism, knowledgeable, and convenience would be an important business model for us to create and in 2020, we launched Ne Plus Ultra Fitness LLC. – a mobile fitness business that brings fitness training programs to our clients in Recreation Parks or their homes across Northern California.

Our mission is to provide excellent customer service, and fitness services built on honesty, integrity, trust, creativity, and safety”.

So, declare your Fitness today with NPUF…We are Fit to Serve!

Robert and Connie Dixon