How Johnson Alabi built a fitness brand from a lockdown WhatsApp community

When the COVID-19 lockdown forced millions of Nigerians indoors in 2020, many businesses struggled to survive. For Johnson Omeiza Alabi, popularly known as Jodrey , the period became the unlikely starting point of what would later grow into one of Nigeria’s emerging fitness and wellness brands.

Today, the founder of Starke Fitness is gradually building a business that sits at the intersection of fitness, recreation, lifestyle, and wellness culture. The company’s origins were far simpler than the modern experience centers and nationwide expansion plans now associated with the brand.

According to reports, the idea for Starke Fitness began during the lockdown when Jodrey created a free WhatsApp fitness community aimed at helping people stay active while confined to their homes. The virtual group quickly became more than just workout sessions. It evolved into a support system for people seeking healthier lifestyles during a period marked by uncertainty, inactivity, and rising health concerns.

What started as a digital initiative would later transform into a registered wellness company focused on making fitness more accessible to everyday Nigerians.

Unlike many traditional gym brands that focus mainly on memberships, Starke Fitness adopted a different approach. The company introduced what it describes as an “experiential fitness model,” allowing customers to test fitness and recreational equipment before purchasing. The concept blends recreation, consultation, wellness education, and equipment retail into a single environment.

The company says the idea was inspired by a common challenge in Nigeria’s fitness industry: many people are interested in healthy living but often feel intimidated by gyms, expensive equipment, or unrealistic social media fitness standards. By creating open recreation spaces where people can interact with equipment without pressure, Starke Fitness aims to lower that barrier.

Headquartered in Surulere, Lagos, the company has gradually expanded beyond its initial community-driven model. Reports indicate that the brand now operates in Lagos and Ile-Ife, with plans to expand into Abuja as demand for wellness and recreational services continues to grow.

Jodrey’s journey into entrepreneurship is also notable because it did not begin in the fitness industry alone. Before founding Starke Fitness, he gained public recognition after emerging winner of the 2020 Mr Ideal Nigeria competition, representing Abuja. Rather than limiting himself to modeling and entertainment, he appears to have leveraged that visibility to build a broader business identity around wellness, lifestyle, and community engagement.

Industry observers say the timing of Starke Fitness’ rise reflects a broader shift in Nigeria’s urban culture, where conversations around wellness, mental health, physical fitness, and preventive healthcare are becoming increasingly mainstream. More young Nigerians are now prioritizing active lifestyles, while businesses and residential estates are investing more in fitness and recreational facilities.

Part of the company’s appeal also lies in its educational approach. Beyond equipment sales, the business reportedly provides free consultations, after-sales support, and wellness guidance aimed at helping customers adopt long-term healthy habits rather than short-term fitness trends.

In recent years, Jodrey’s public profile has expanded beyond entrepreneurship into leadership and community service.
As Nigeria’s wellness economy continues to evolve, brands like Starke Fitness are positioning themselves not just as gym-related businesses, but as lifestyle companies built around recreation, accessibility, and preventive health culture.

For Johnson Omeiza Alabi (Jodrey), what began as a lockdown WhatsApp group now appears to be developing into something much larger: a growing attempt to redefine how everyday Nigerians interact with fitness and healthy living.