Discover MASA

Dennis Mathias:

A seasoned industry leader with decades of experience at the intersection of fitness, healthcare, and business strategy. As the President and Founder of Remote Training Systems, LLC, and the creator of the Healthy Lifestyle Exercise System, Dennis has consistently driven innovation in how fitness is delivered—shifting it from generic workouts to structured, results-driven metabolic health programs.

His background uniquely qualifies him to lead the MASA (Make America Strong Again) movement. From managing over 500 personal trainers to integrating cardio and resistance protocols with EMR data across more than 100 primary care practices, Dennis has firsthand knowledge of how to bridge the gap between fitness centers and medical providers. He has also led successful industry advocacy efforts, defending fitness centers from harmful legislation and helping position gyms as essential components of community health.

Dennis is a vocal advocate for using structured exercise programs to complement medical treatments like GLP-1s and other metabolic therapies. He promotes resistance training as a critical tool in preserving lean mass, improving health outcomes, and driving referrals from healthcare providers—exactly the kind of evidence-based approach MASA represents.

Passionate, strategic, and collaborative, Dennis Mathias brings vision and credibility to MASA’s mission. His commitment to transforming gyms into places where "people go to get better" aligns perfectly with the movement’s goal of uniting communities, fitness professionals, and healthcare leaders to create a stronger, healthier America.

TJ Hubbard: 

As a lifelong fitness enthusiast and competitor, TJ Hubbard is adamant about the power of fitness and how it can transform lives. His core belief is that fitness is more than reps and routines—fitness is a unifying force that empowers health, confidence, and community. With a background in operations, logistics, and engineering across multiple industries, he brings a deep understanding of systems and outcomes—insights now channeled into promoting structured fitness strategies that work. As a creative consultant in the gym industry, he's produced engaging content, social media campaigns, and inspiring visuals designed to get people moving, lifting, and reclaiming their health. TJ holds his BS in Mechanical Engineering from UNH and an MBA from Arkansas State University.

  Urban A. Kiernan, Ph.D.: 

With over 25 years of industry business and research experience, Dr. Kiernan is a world renowned scientist with 12 issued patents, 50 peer reviewed publications, 4 book chapters and almost $5M (USD) is NIH grant awards. Now as the founder and CEO of iMetabolic Biopharma (iMBP) he is embarked on developing innovation in solving many of the chronic diseases associated with the proliferation of obesity in Western Society. Even though he has embarked on this biopharma journey, he is a firm believer that many of our western health issues could be ameliorated through improved diet and lifestyle, specifically in the development and maintenance of lean muscle mass. His insights in the clinical drug process is crucial in combating the narrative presented by other solutions being propagated by the drug and medical industries. Dr. Kiernan holds a Ph.D. in Bio-Analytical Chemistry from Arizona State University. He is a devoted husband and father of 3. He also holds a black belt in Brazilian Jiu Jitsu and 2nd degree black belt in Judo.

Eric Reid:

With over two decades of experience in sales, management, consulting, and business ownership, Eric Reid is a powerhouse in the fitness and wellness industry. As the Owner/Operator and Vice President of five successful fitness clubs in Southern New Hampshire, Eric has helped thousands of individuals rediscover their strength and transform their lives.

He also serves as the Chief Operating Officer at RAMP by GymDoctor, a results-driven performance system reshaping how fitness professionals deliver outcomes, and is the Founder of InnoVision Consulting, where he guides business owners in aligning strategy with purpose to accelerate growth.

Eric is a sharp strategist, a trusted consultant, and above all, a firm believer that good intention beats any business tactic or sales method. His work is grounded in integrity, impact, and a relentless drive to help others reach their full potential—whether in business or personal health.

Rocco Boulay:

 Rocco brings decades of leadership to the fitness-health space, grounded in both academic honors and real-world expertise. A summa cum laude graduate in Exercise Science and a former world-record powerlifter, Rocco’s background blends elite athleticism with deep physiological insight. He currently serves as Chief Health & Fitness Officer at RAMP Fitness Systems—championing metabolic training and revenue-via-results coaching. 

He’s a strong voice for transforming gyms into evidence-based health hubs. In the MASA project’s mission post, Rocco outlines how fitness centers nationwide can adopt simple, systemized protocols and real-world tracking to support metabolic health outcomes. His recent article, “How to Make America Strong: A Systematic Solution for Gyms,” emphasizes personalized onboarding, community support, and physician-aligned health metrics—offering a clear playbook for MASA’s core goals. 

Rocco’s leadership in outcome-first program design directly aligns with MASA’s vision. He advocates replacing generic gym tours with diagnostic on-ramps, app-driven resistance prescriptions, and low-threshold circuits that engage even de-conditioned adults. His insights on retention and member engagement underscore the power of turning fitness centers into accessible wellness communities.

His ability to speak both technical and practical makes him an ideal leader to helms MASA’s effort to empower gyms as frontline metabolic health partners.

Jillian E. Dollard: 

Jillian holds a Bachelor of Science in Hospitality Management and began her career in the hotel industry before transitioning to the wellness space. She played a key role in launching and managing a chain of women’s-only boutique wellness centers in New Hampshire, bringing with her a strong foundation in customer experience.

Currently serving as the Director of Operations for a New Hampshire-based co-ed fitness brand, Jillian is also an AFAA-certified Personal Trainer, Onboarding Specialist for RAMP, and Metabolic Training Specialist with MASA.

With over 20 years of experience in the fitness industry—including boutique studios, mid-sized gyms, and SaaS platforms—Jillian has a deep passion for elevating customer care and experience. Her expertise spans operations management, having developed standard operating procedures, FDD-compliant manuals, and educational content focused on club management and metabolic coaching.

Known for her attention to detail and consistent delivery of high-quality service, Jillian supports the onboarding and training of new facilities joining the MASA movement, ensuring they uphold the same high standards in metabolic training.

Robert "Bob" Thomas – Founder & CEO | Strategic Advisor, MASA

Bob is a health and wellness entrepreneur with over four decades of leadership in the fitness and alternative medicine industries. As a pioneering force in the modern health club movement, Bob founded Sports and Fitness—a premier chain of clubs that redefined the West Coast fitness scene throughout the 1980s and 1990s.

Following the successful sale of his company, Bob joined the executive leadership team at Life Time Fitness, where he played a critical role in the brand’s expansion from just six locations to more than 120 nationwide. His strategic influence helped establish Life Time as one of the most respected and operationally sophisticated fitness organizations in the country.

Today, Bob brings his unparalleled experience to the Make America Strong Again (MASA) movement as a strategic advisor. In this role, he will counsel health clubs nationwide on operational best practices, while helping them build sustainable models to serve the growing overweight and obese population. His mission aligns with MASA’s core objective: bridging the gap between fitness and healthcare by creating inclusive, results-driven programming that meets people where they are—and helps them build stronger futures.

Pete McCall is the author of Smarter Recovery: A Practical Guide to Maximizing Training Results, Ageless Intensity: High Intensity Workouts to Slow the Aging Process and Smarter Workouts: The Science of Exercise Made Simple. 

He is a Certified Strength and Conditioning Specialist (CSCS), education consultant and public speaker. Pete is a personal trainer in North County San Diego and works as a seasonal fitness instructor at the Rancho La Puerta Spa in Mexico; he helps his clients use strength training to achieve longevity. As a consultant, Pete creates and delivers education and content solutions for a variety of fitness organizations including RAMP, the American Council on Exercise (ACE), the National Academy of Sports Medicine (NASM), Reebok, 24-Hour Fitness and Core Health & Fitness (Nautilus & StairMaster). 

Frequently quoted in publications such as The New York Times, Washington Post, San Diego Union-Tribune, and Livestrong, Pete is a sought-after media resource for accurate, in-depth insights on how to get results from exercise. 

Based in Vista, CA, Pete holds a master’s degree in exercise science and health promotion, is a Certified Strength and Conditioning Specialist (CSCS) through the National Strength and Conditioning Association and has spent a large portion of his career educating personal trainers around the world as a workshop instructor and speaker. In addition to three books, Pete has authored numerous articles for fitness trade publications, exercise-science blogs and textbook chapters.

Dr. Sohaib Siddiqui, a compassionate and experienced family medicine physician, is bringing his expertise in metabolic weight management to MASA. He is dedicated to delivering holistic, family-focused healthcare in a warm and welcoming environment.

Recognizing that many chronic health conditions stem from underlying metabolic dysfunction, Dr. Siddiqui emphasizes the power of lifestyle interventions—such as improved nutrition and structured physical activity—as key tools in reversing disease and restoring vitality. His integrative approach blends traditional medicine with personalized wellness strategies to support long-term health.

Driven by his passion for comprehensive, patient-centered care, Dr. Siddiqui and his team are redefining what it means to visit the doctor—creating a supportive, results-driven environment for individuals and families throughout the country.