Deka program “changing the face of fitness”

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Amber Tait of Pure Impact Athletics competes in a Deka fitness competition held in Brantford on Saturday.  Vincent Ball
Amber Tait of Pure Impact Athletics competes in a Deka fitness competition held in Brantford on Saturday. Vincent Ball jpg, BR

Several Brantford women have carved a niche in the highly competitive fitness industry.

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Natalie Zombeck and Amber Tait operate Pure Impact Athletics, a Deka-affiliated gym at 125 Sherwood Dr., Unit 33.

“She’s the brains and I’m the brawn,” Tate said of her partner. “That’s what we tell everyone.

“We both know our roles and stay in our own lane. That’s how we work.”

Tate, a longtime gymnast in Brantford, started the business and brought on Zombeck, with whom she shared an online business, as a partner. Pure Impact is their first brick and mortar venture.

“The reason for the name – Pure Impact – is that throughout my life, my most impactful moments have been fitness-related,” Tate said. “It’s something I believe in and Deka is a fitness program for all ages and levels.

“It’s something new that’s changing the face of fitness.”

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The Deka program (from the Greek word meaning 10) includes 10 zones that require participants to complete a certain number of repetitions as quickly as possible. Zones include medicine ball toss, rowing, and a 100-meter tank push and pull across the floor. It’s a grueling set of exercises that puts a strain on the participants.

The Deka program has a growing international audience. Pure Impact is one of five Deka-affiliated gyms in Ontario. There are about 300 in the world.

“I find Decca really inspiring,” Tate said. “There are those who compete at an elite level and those who are just starting out.

“It’s great to see those just starting out progress and discover how much they can do and what they’re capable of.”

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Pure Impact opened its doors in November 2020.

“Yeah, like who starts a business during a pandemic?” Zombeck said. “Well, we succeeded and we were able to grow the business.

“We have 350 members from Brantford, Brant and the surrounding area.”

She said there have been challenges.

Women have found ways to adapt to the public health measures of the COVID-19 pandemic by reducing class sizes and holding classes outdoors.

“I think people are finding that it’s a really supportive environment,” Tate said. “There is a lot of encouragement. People are cheering each other on, so it’s comfortable for everyone, especially those who are just starting out.”

With the public health restrictions of COVID-19 in the rearview mirror, Pure Impact opened its doors for its first international competition on Saturday.

“We’re really excited because it’s our first one and we have people from all over the world coming to our gym,” Zombeck said. “We have people from Colorado, New York, Connecticut, Ontario and we even had someone from British Columbia.”

To learn more about Pure Impact Athletics, visit the gym’s Facebook page.

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