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About Us



Paul Rubio


I was a competitive boxer for 12 years and a certified personal trainer for 17 years. I founded Elite Training Center in 2008 and opened my second location in 2013. Over the years, I have developed the fitness program which is unlike any other fitness program available today. This whole body workout is customized for each member and combats muscle memory to create lean muscle, increase strength, lose weight and inches. I would personally like to invite you to join the HITT Factory family today and let’s work together to achieve your fitness goals.

We offer personal training as well as a certified nutritionist on staff to help achieve your fitness goals.

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Jason Von

Personal Trainer

An Oregon Native, I graduated college with a B.S. degree in Management Information Systems and worked for Agilent Technologies, Inc. for the first 4 years. After 4 years in the high tech industry, I took an opportunity to pursue my passion and make a positive impact on people’s lives.

My passion is to bring out the best in people.

There is a science behind physiology and it is up to us to research the newest methods and theories and perfect those that we know work to maximize the clients highest potential. Whether it’s to get you out of pain or improve your athletic capability, we have the knowledge and the facility to make that happen. Working out is more than running, jumping and sweating… it is about periodizing a custom workout to achieve results.

I have been a trainer for over 11 years and have traveled nationally and internationally to learn from institutions and practitioners that I feel have made the biggest impacts in the industry. It is a dream come true to have a state of the art training studio to be able to execute the workout programs and to have a staff that shares the same passion to continue with their education to create the best practice training facility in the East Bay.


  • Sports Performance
  • Weight Loss
  • Corrective Postural Exercises – Injury Prevention
  • Back and Neck Rehabilitation – Preventative and Post Rehabilitation
  • Knee and Shoulder – Preventative and Post Rehabilitation


  • Poliquin Level II – Sports Performance
  • Poliquin BioSignature II CE – Understanding Hormone Imbalances, Blood and other lab results
  • Russian Kettlebell Level II
  • CHEK Level I – Biomechanics and Rehabilitation
  • NASM – National Certification
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Valerie Farcelais

Certified Nutritionist Consultant

I studied Holistic Nutrition in Berkeley, California. Prior to my certification I worked 1 year at Crudessence. Crudessence is a living food company based in Montreal. They have many restaurants and a school, where they teach how to include living food as part of your everyday life! I was the coordinator for the school therefore attended all of their classes. After my certification, I gave several workshops from Montreal to California on many subjects: Food Industry, Monsanto, Cooking demo, Nutrition 101, Healthy Desserts…

My mission is to create and support health and vitality by helping active and busy people. I want to teach holistic health and nutrition with the eating for health approach in a way that reaches people at their core and motivates instant and permanent change in their diets and lifestyles. I want to empower clients to improve their health and achieve their own life goals!

Services that I provide for HITT Factory:

  • One-on-one Consultation
  • Menu Planning – customized meal planning
  • Grocery shopping – 1:1 or coordinated groups
  • Private Chef Demo – cook at your home
  • Workshop and Seminar – monthly topics

I taught 2 years in a row at lighting in a bottle (2014 and 2015) at the learning kitchen and my partner and I made the L.A. weekly the first year LA Weekly Article

I went to Haiti on a humanitarian trip where I founded a malnutrition program.

Haiti, Les Perches

1. Starting a locally sourced program for malnutritioned children between 8 months and 2 years old.

2. Training (2) local Pershians on what is malnutrition and show them how to create the “fatty pistach” and run the program. The Fatty Pistach is a supplement made from locally source high in good fats, proteins and carbohydrates.

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Free 2 Day Fitness Pass

Limited Time Offer - Sign up today for a FREE 2 DAY FITNESS PASS! Includes unlimited classes for 2 days, measurement and weigh-in to track results and free fitness consultation. This limited time offer is for new clients only and requires purchase of gloves and hand wraps to participate.

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