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 from the medical field, he took the advice of his doctor: eat right and exercise; but he noticed 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 and at a time when many businesses were closing down, Charles heard the sound of a challenge. Never one to back down from difficulties, he accepted the challenge and doubled down, opening up First Place Fitness Equipment selling commercial quality fitness equipment. Growth was slow at first; however, every year seemed to be more successful than the next.