Why Real People Need Real Coaching — Not Quick Fixes

In this episode of to Founders, Future, with host Milan Kohut, we sit down with Francisco Mora, founder of Rustiq Fitness, a unique functional fitness and well-being facility set on a family farm in Winsley. Drawing from his lifelong athletic background and journey from Venezuela to Spain and eventually the UK, Francisco shares how his passion for movement evolved into a mission-driven business focused on tackling physical inactivity. Inspired deeply by his own family's health struggles, he built Rustiq Fitness to help real people — from kids to grandparents — improve their health through coached group sessions, personal training, and outdoor activities that blend strength, resilience, and nature.Francisco also opens up about the philosophy behind his slower, intentional approach to growth, prioritizing genuine impact, community, and long-term health over rapid scaling. He discusses transitioning from bootcamps to stable monthly memberships, leveraging authenticity and social proof in his marketing, and his vision for the future — from expanding member capacity to evolving into lifestyle and well-being coaching. With a commitment to education, community building, and creating a healthier population, Francisco offers an inspiring look into what it means to build a purpose-led fitness business in today’s world.