About Our People

Rich Wills, Owner

At the age of seven or eight, my dad did something amazing for me.  He talked me into running a mile or two several evenings a week Richwith him after work. Those evening runs with my dad eventually turned into a lifelong passion for running and the satisfaction that athletics provides. As I moved into high school and college, that passion led to a pursuit of endurance sports: cross country running, track and field, swimming, and mountain biking. I later found my niche in triathlons, going to the Junior National Championships as a young man, competing in the elite division in regional races, and reaching a peak by qualifying for, and daytime-finishing, the Ironman World Championship in Kona, Hawaii.

As an adult, I coached high school track and field and cross country, founded and coached an adult triathlon team called the Landsharks, and coached budding marathon participants for the Leukemia and Lymphoma Society’s Team In Training and Jeff Galloway’s run/walk program. Today, I coach a group of Special Olympians at the Alliance For Independence while also sitting on their Board of Directors.

FITniche and the guests in our stores like you are now my #1 passion. It is my greatest goal that each of our FITniche stores become a trusted builder of and authority in the communities of runners, walkers, triathletes and other fitness pursuers and that we genuinely help YOU fulfill YOUR fitness goals and pursuits – and that we all have a bunch of fun along the way! May all of your best miles lie ahead of you!

Rich Wills

Store Managers

Brian Brink – General Manager, Wesley Chapel
Nicole Hamory – General Manager, Hyde Park Village

Assistant Managers

Jacob Geisler – Assistant Manager, Wesley Chapel
Wendy Miller – Assistant Manager, Lakeland

Support Managers

Tyrone Bell – Footwear/Apparel Buyer + General Merchandising Manager
Milton Lyons – Accessories Buyer + Events Manager
Brandi Holmes – Financial Manager + Bookkeeper

Lakeland Crew

Brianna Burton
Beth Kazimer
Rebecca Kimble
Marissa Senzamici
Kristin Salimbene
Jessica Gutowski-Slaydon
Tyler Owen
Shala Bryant
Rebecca (Spookie) Eaves
Adam Wright

Wesley Chapel Crew

Lynne Damron
Blake Cornwell
Kamill Correa
Jon Durbin
Jennifer Walton
Felix Soto

Hyde Park Crew






Download our full length eBook, Elements of Fitness: The truth about getting fit and achieving wellness!

Success! Check your email for the goodies.