Toni Jackson, CEO and Founder of New Perspective Fitness, is a Charlottesville native with a deep commitment to giving back to those who serve. Her grandfather, Hollis Coles, enlisted in the military at just 18 years old, and her brother-in-law and several cousins have also served in both the U.S. Army and Marine Corps.
Before opening New Perspective Fitness and entering the world of health and wellness, Toni graduated from the University of Virginia in 1996 with a B.A. in Sociology and a minor in Religion. She later earned her Master’s degree in Professional Counseling.
Toni’s journey has not been an easy one. In the 10th grade, she ran away from home and endured serious abuse during that time. Those difficult experiences became a turning point—she realized her life needed to change and that she wanted to help others do the same. She set her sights on becoming both a personal trainer and a counselor.
After returning home, Toni began training and competed in her first bodybuilding competition in 2007. Over time, she won several shows and developed a strong passion for bodybuilding. As a wife and mother, she wanted to show her children what strength, resilience, and dedication truly look like.
In her 20s, Toni began helping others on their fitness journeys, becoming a personal trainer and discovering a love for powerlifting. She became certified in the Westside Conjugate Method, and as her experience grew, she trained both men and women—recognizing that everyone faces similar barriers to confidence and self-belief. She is grateful to be able to draw on her background in counseling to help clients overcome not just physical challenges but emotional ones as well.
In 2021, Toni opened New Perspective Fitness (NPF)—a gym dedicated to helping people of all ages, sizes, and fitness levels.
“At NPF, we want you to be the best version of you,” says Toni.
Giving back to the community has always been at the heart of NPF. The gym has donated food baskets during Thanksgiving and Christmas, provided toys for low-income families, and supported back-to-school events.
“We love our community, and we want to give back—whether that’s through monetary support, food donations, or simply offering a listening ear. NPF is more than just a gym where you train with weights. We can’t stress enough how much we love our community and everyone in it. We’re always looking for ways to reach out and give back.”
Looking ahead, New Perspective Fitness plans to expand its support for veterans, offering a safe and welcoming space to work out at a reduced rate. The gym already partners with local law enforcement, providing a positive environment to relieve stress and build camaraderie.
“At NPF, we’re always looking for ways to help others,” Toni says.
