Muscle-bound meatheads, infuriating Top 40 music and the odour of Deep Heat are the cornerstones of super-sized franchise gyms. JACK LANGRIDGE talks to the owner of personal training outfit 448 DEMYSTIFY, JAMES JOSE, about a new and unique approach to fitness that breaks all the rules.

It’s apt that James Jose’s personal training business is run out of a small inconsequential concrete building on Stanley Street East in Cooparoo. Based at Wade’s Gym, the space is modest to say the least, but the most successful businesses often have the humblest beginnings.

Taking inspiration from the way the Fugazi’s Dischord Records and German industrial rockers KMFDM run their businesses, Jose’s 448 Demystify aims to provide a fitness service that is as fair as it is successful for its clients.

“It’s about being inspired by how these bands handle the business side without being motivated purely by money. Especially Fugazi and KMFDM – they’re not driven by greed and in a way it’s treating their fans with respect. That was inspiring and I didn’t know if it would be adaptable to a fitness business, but it looks as though it’s gelling that way,” says Jose who cuts a figure more akin to someone you’d find at a Killing Joke show than a gym junkie furiously pumping iron.

That said, it was rigorous physical exercise and training that brought Jose back from the brink of complete self-destruction. Still baring the physical scars of severe depression and self-harm, Jose is somewhat of a poster boy for the idea of ‘healthy body, healthy mind.’

“Life got in the way and I got self destructive. I was a self-harmer so it reached a point where I had to find a way to channel it and that’s what led me to exercise. I did that and after medication and therapy for years, none of it really worked until I did that. Exercise got me off it and since then it’s been really helpful.

“As I started to progress, other people start to react to you differently and helps you deal with it (depression). The muscle pain that you get during recovery also acts as a good substitute for any self-destructive tendencies and that lasts 2-3 days after the workout and suddenly it takes your mind off it,” he says.

An avid follower of alternative culture, particularly music, film and art, Jose has been compelled to incorporate elements of these lifestyles into 448 Demystify which takes its name from the play 4.48 Psychosis (2000) by English playwright Sarah Kane.

Jose has conceptualised a fitness business that not only uses alternative music as a major part of getting fit and healthy but also as an outlet for local musicians, bands and visual artists to showcase their work during 448 training sessions.

“I really want to build up on all the local stuff as well. I’ve got a few CDs by local acts but I want to build that up a lot more. It would be good for them (local bands), but also good for clients.”

Not surprisingly, 448 Demystify has already joined forces with Trash Video and 4ZzZ to bring together a truly unique physical training experience where Jose incorporates “elements of boxing, Muay Thai, Krav Maga and Spartan 300 during sessions,” along with the “All Killer, No Filler” soundtrack to fitness, naturally.

448 DEMYSTIFY is based at Wade’s Gym 118-1192 Stanley St East, Cooparoo 4151 and can be contacted at or on 0409 727 674. James is offering a special rate of $1 a minute for a minimum of thirty minutes during December and January. Now that’s pretty punk rock if you ask us.

Comments (6)

4. Written by Miss Fideles, on 29-12-2008 18:41 James has always been an inspiration it is good to see you shining ... You have much beautiful light to share with the world... keep up the GOOD work

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