In a country where entrepreneurship often means surviving against the odds, Wilder Zapata stands out as a powerful exception. He is a Colombian entrepreneur who didn’t simply build a business but transformed a local idea into a global wellness brand. His project, Action Black, was born in one of Medellin’s most complex neighborhoods and has since evolved into one of the most disruptive fitness and wellness concepts to emerge from Latin America, with a rapidly growing international footprint and ambitious plans to enter some of the world’s most demanding markets.
This is not just the story of a gym that expanded. It is the story of how vision, discipline, identity, and a disruptive mindset can turn a neighborhood initiative into a global company with worldwide reach.
Wilder Zapata: Forged in Medellin’s working-class neighborhoods
Before becoming an entrepreneur, Wilder Zapata grew up in environments where opportunity was limited and social and economic barriers shaped everyday life. He was raised between Aranjuez and Manrique, two neighborhoods in Medellin historically affected by inequality, violence, and restricted access to formal economic opportunities. From an early age, Zapata learned that effort was not optional; it was essential.
As a child, he took on informal jobs to help support his family, developing a strong sense of responsibility, discipline, and consistency. That early exposure to hardship and resilience, more than any formal academic background, became the foundation of his entrepreneurial character. Zapata did not build his vision from privilege, but from lived experience, determination, and ambition.
Over time, sports and physical training became tools for structure and self-discipline in his life. Eventually, that personal relationship with fitness evolved into a business idea. For Zapata, a gym was never meant to be just a place to exercise; it was conceived as a space for transformation — both individual and collective. That philosophy would later define the DNA of Action Black.
The birth of Action Black: a neighborhood gym with a global vision
Action Black began modestly as a local gym in Manrique, created for people who could not afford the prices or feel comfortable in traditional fitness chains. There were no luxury facilities or aggressive marketing strategies in its early days. Instead, the focus was on accessibility, community, identity, and belonging.
Operating in Manrique forced the business to mature quickly. Security issues influenced operating hours and infrastructure decisions. Limited purchasing power required affordable pricing without compromising quality. Social dynamics demanded trust-building long before commercial success.
These conditions shaped a lean, disciplined, and resilient business model. Zapata learned early to prioritize cash flow, reinvest profits strategically, and scale only when the fundamentals were solid. Growth was never impulsive; it was deliberate.
From the beginning, he also understood something many fitness businesses overlook: Training is as emotional as it is physical. People come to gyms not only to improve their bodies, but to feel motivated, confident, and welcomed. That insight helped shape Action Black as a human-centered experience built around emotion, aspiration, and sensory engagement.
Growth came steadily, not explosively, allowing the company to refine its model and ensure that every new location replicated a consistent experience rather than just a physical layout.
A disruptive concept beyond traditional fitness
One of the key factors behind Action Black’s rise has been its disruptive approach to the fitness industry. Rather than competing with traditional gyms by imitation, Zapata chose to redefine the experience itself. Action Black blends technology, neuroscience, entertainment, music, and design into a single training environment.
As Zapata told El Colombiano, “My dream was always to create an accessible space where people wouldn’t feel intimidated when they train.” He added, “I wanted something more than just a gym: a place that integrates technology, physical and mental well-being, where the user experience is the main focus.”
This philosophy positioned Action Black as a comprehensive wellness experience rather than a conventional gym. Members are not just clients; they are part of a community that shares values around discipline, self-awareness, and personal growth. Training becomes a ritual, not an obligation.
This model resonated strongly with young, urban, and demanding audiences who felt disconnected from traditional fitness spaces. Action Black doesn’t sell workouts alone; it sells identity, lifestyle, and attitude.
As Action Black expanded across Colombia, the company faced a critical challenge: How to grow without losing its original soul. Rather than imposing rigid standardization, Zapata chose to adapt each location to its local context while preserving the brand’s core identity.
This strategy allowed the brand to multiply locations while maintaining authenticity. Action Black began to be recognized not only as a gym chain but as an innovator within the wellness industry. At the same time, the company became a generator of employment and economic opportunity, strengthening its social footprint.
The transition from a neighborhood gym into a structured, strategically managed company marked a turning point in its evolution.
From a fitness brand to a global wellness holding
What began as a fitness and emotional well-being brand has since evolved into a diversified business ecosystem known as Action Black Corp. Today, the company operates as a holding that integrates multiple complementary lines of business.
These include AW, a versatile activewear brand; Resett, a recovery, health, and beauty center; Action Sport Club, a high-level sports club concept; and Fresgo, a healthy food chain. Together, these ventures reflect a holistic understanding of wellness as a lifestyle rather than a single service.
This ecosystem-based approach has allowed Action Black to remain resilient in a fast-changing industry while creating diversified and sustainable revenue streams.
International expansion: a Colombian idea on the world stage
With a solid business model and a strong brand identity, international expansion became the natural next step. Thanks to its disruptive concept, Action Black expanded rapidly into competitive markets such as the United States, Mexico, Spain, Portugal, and Brazil. Upcoming expansions include China, the United Arab Emirates, and the United Kingdom.
The United States and Europe served as key validation markets, proving that a brand born in Medellin could compete globally. Today, Wilder Zapata’s Action Black operates more than 23 locations across Colombia and the United States, and is projected to close 2024 with over 50 locations worldwide.
In September, the company strengthened its international presence with the opening of three new flagship locations: one in New York’s Flatiron district, another in Mexico City’s Santa Fe area, and a third in Madrid on the iconic Jose Ortega and Gasset street. These openings marked a new phase in the company’s global consolidation.
Despite leading a company valued at approximately US$58.2M, being recognized through platforms such as StartCo, and being named among Forbes’ “30 Promises”, Zapata consistently emphasizes that his greatest achievement goes beyond financial growth.
For him, the real impact lies in job creation and opportunity generation. Action Black currently employs more than 250 people in Colombia and over 60 abroad, embedding its wellness philosophy not only in its products but also in its corporate culture.
Looking ahead, Zapata’s next major ambition is symbolic as much as strategic: Ringing the bell at Wall Street, as he said during an interview with the news outlet El Colombiano. For him, it would represent a milestone not only for Action Black but for the Colombian wellness industry as a whole, proof that global ambition can emerge from local roots.