Jokers Fitness Factory cuts ribbon in new location

JR Hicks, owner of Jokers Fitness Factory, said he is pleased with the increased visibility his new location provides.

The business, which opened in 2024 in the basement of the Warren Cultural Center, celebrated a ribbon-cutting Saturday at its new location — a building on the west side of the Greenfield square that formerly housed The Corner coffee shop at 284 Public Square.

When he first opened, Hicks said he wanted to instill self-confidence, strength, problem-solving skills and a “mamba mentality” by teaching a variety of martial arts, as well as wrestling, in both group and individual settings. Those principles and goals have not changed — in fact, Hicks said his ability to carry them out has only been enhanced in the new space.

“This new location will allow me to put up wall mats, have more consistent hours and be in plain view of the people of Greenfield, because with this location, you have to see it if you drive the square,” Hicks said. “It works out perfectly.”

There have been many learning curves since he opened, but Hicks said he appreciates them as he continues to grow as a small-business owner.

“I understood the martial arts side and the exercise science side, but I didn’t completely understand the business side — pricing, promotions and how to attract consistent, new members. That part has been the biggest challenge,” Hicks said. “In fighting, I use social media differently than I do for the business. For that, I’m building my brand. For this, I’m also building my brand, but I’m also building the kids and the community. As much as I want us to win, I want us to be good humans. A couple of the kids who’ve come here have improved their grades, and their discipline at home has gotten better. There are a lot of benefits on that side.”

Hicks, 33, who graduated from Nodaway Valley in 2011, said his client base continues to grow. He is excited to keep building so participants can pass on their knowledge and maturity to others.

“It’s God’s plan,” Hicks said of the business’s future growth.

“What we do is team-focused, but it’s also very individual. When you step onto a wrestling mat, a jiu-jitsu mat or into a boxing ring, it’s you versus that person,” Hicks said. “At the end of the day, you’re as successful as your training partner helps you become. If you and your partner aren’t training hard, someone else, somewhere else, is. That’s where it comes back to hurt you.”

Jokers Fitness Factory can be found on its Facebook page. City of Greenfield and Greenfield Chamber Main Street and Development officials joined Hicks, along with family and friends, at Saturday’s ribbon-cutting ceremony.

One ribbon cutting was scheduled for Tuesday afternoon at Brick By Brick Coaching and another was set for Wednesday at Salt and Light Nail Salon.