About Us & Our Coaches | Flower City CrossFit Rochester

Since 2010

No Nonsense. No Gimmicks.

Flower City CrossFit is a private gym founded in 2010. We take fitness seriously, and we have a lot of fun doing it. We run, jump, climb, balance, and move in ways that are dynamic and powerful, with programming built to develop world-class fitness.

Your side of the deal is simple: show up and give the day's workout 100% of whatever you've got that day. Do that consistently, and you'll get in the best shape of your life. Period.

The best way to learn who we are is to come see us. Schedule a free, no-obligation trial workout and meet the community.

How to Get Started

Ownership

The People Behind the Gym

Flower City is owner-operated. Sam and Adam are on the floor coaching, not behind a desk, and that is the whole point.

Owner

Sam Colliss

Owner · Coach

Nobody gets left at the back of the room. That is the whole job.

Sam runs Flower City day to day and coaches across both CrossFit and HYROX. He built out the HYROX side of the gym, from race-specific programming to the Rochester simulation at Dick's House of Sport.

If you email the gym, you are emailing Sam. Memberships, race prep, or just working out whether any of this is for you, he would rather have that conversation in person than sell you anything.

CrossFit HYROX Race prep Personal training

Talk to Sam

Owner

Adam Tannous

Owner · CrossFit & HYROX Coach

Adam came to coaching through his own love of training and challenging himself, and it shows in the energy he brings to the floor. What he enjoys most is watching a class work through something genuinely hard as a group, then come out the other side of it together.

CrossFit Level 1 HYROX Certified Coach

The team

Meet the Coaching Team

Certified, experienced, and on the floor every session. These are the people who will know your name, your goals, and the movement you have been quietly avoiding.

Sam Cottrell

Coach · Personal Trainer

CrossFitHYROXPersonal Training

CrossFit L1 · HYROX L1 · CF Gymnastics L1

A summer in Colorado made Sam realize his own habits were limiting what he could actually experience. That turned into a passion for fitness, then into coaching.

He lives for the moment someone is locked in and about to do something they never believed was possible. Expect motivational, servant-style coaching that pushes you through the hard part.

Off the floorThinks “sonder” is the most underrated emotion there is.

Bill Balch

Coach

CrossFit

CrossFit L2 Trainer · 7+ years coaching

Bill stumbled into Flower City, finished his first WOD, and fell for the sport and the community on the spot. Seven years later he is still here.

Everyone walks in with different strengths. He meets you exactly where you are and builds from there, with a style that is fun, understanding, and individualized.

Off the floorEveryone in his family has lived in Cuba at some point.

Sara Dehm

Coach

CrossFitHYROX

CrossFit L1 · HYROX L1

Sara started coaching because she loved the FCCF community and wanted to help build the same experience for everyone else walking in.

The relationships are the job for her: knowing what motivates you, and being there for the moment you pull off something you are proud of. High energy, encouraging, genuinely invested.

Off the floorElementary school teacher by day.

Jim Sennett

Coach

CrossFit

CrossFit L1 · Training since 2011

Jim found CrossFit in 2011 through a Groupon for three months of boot camp, suggested by his wife Amy, one of Flower City's original members. He started coaching in June 2022.

He watches for the moment someone cleans up a movement, hits a milestone, or simply realizes they belong in the room. Positive encouragement, clear instruction, safe movement.

Off the floorMarried to Amy, who found the Groupon that started all of this.

The space

Where the Work Happens

The training floor at Flower City CrossFit

Members cheering on a handstand walk during a competition

In their words

What Our Members Say About Us

What stands out here is the constant desire to improve: members hitting new milestones, coaches teaching to what works for each person. My fitness has only gone up; I can do muscle-ups now and movements I never had before. To anyone thinking about joining: go for it. The community is what makes this gym.

Luke D.

Member · 3.5 years

I came to Flower City after a knee replacement, not knowing if I could work out again. Since day one everyone has been great. Any time I feel stuck, a coach or member checks in. I've finished workouts I never thought I could. Even at my weakest, I leave feeling better than when I walked in.

Alex C.

Member · 3 years

I followed my coach here when my old gym closed, and it's the best decision I ever made. It's the people. I've met some of my best friends at this gym. It's not a gym for me, it's a family. I'm in the best shape of my life, and it's helped me through life's challenges as much as physically.

Matt O.

Member

Read Their Stories

More Than a Gym

No Nonsense. No Gimmicks.