Owner/CEO, Scott Norton, a Bay Area native, founded AXIS in 1996. The driver for which was a career-ending knee injury he suffered while playing football at the University of Utah. The next three years were spent learning from some of the best strength coaches and medical professionals, and reading every business and self-improvement book he could find. It was with this experience and a strong entrepreneurial spirit, that he started AXIS. With over 30 years of experience, Scott has a unique expertise in how to build, survive and thrive in any service business. He continues to see personal training clients and focuses much of his time on helping to develop the team members as well as researching and experiencing the latest in health, wellness and longevity.

Alli, originally from Connecticut, moved to the Bay Area in May of 2000, after being offered a position as a personal trainer with AXIS. She was excited about the strong team and client-centric community, the focus on education and having the opportunity to be a part of a growing business. Throughout her early career at AXIS, Alli worked as a personal trainer, a team leader and a facility manager. As an owner and COO, she and Scott work together to ensure that AXIS continues to evolve and improve every day. Alli still sees personal training clients and dedicates most of her time to developing the team as well as researching and sharing the latest in health, wellness and longevity.