First Place Fitness Equipment started in 2008 with the founder Charles Serra after several other successful previous ventures. He wanted to work in an industry that he believed would do some good. Not being medical field he took the advice of is doctor eat right and exercise but Jacksonville was lacking a store that sold quality fitness equipment. After studying the industry he learned that not only did he need to source quality equipment, but also perform service on the treadmills, ellipticals, and home gyms he sold.

As we all know in 2008 the nation was in a recession at a time when many businesses were closing down, Charles heard the sound of a challenge and never one to back down from difficulties accepted the challenge and doubled down. Opening up selling commercial quality fitness equipment. Growth was slow at first however every year seemed to be more successful than the next.