For immediate release: Phoenix Fitness® is pleased to announce the creation of Barbell Athletic Ranking System (B.A.R.S.®), LLC a new revolution in development and belt ranking system for weight lifters.

DOVER, NH- Phoenix Fitness®, LLC is pleased to announce Barbell Athletic Ranking System (B.A.R.S.®), LLC. B.A.R.S.® is an injury prevention athlete development system that takes the emphasis off of the amount of weight lifted, and places emphasis on developing the athlete as a skilled weight lifter. Developing the athlete becomes the main goal, rather than producing strength or body composition results. Never before has there been a way to monitor a weight lifters competency and maturity, and provide motivation for athletes’ who may not be interested in competition, until now!

B.A.R.S®, LLC will work much like the martial arts colored belt system. A grading, ranking and written testing system is in place in order for the lifter to advance. The degree of the lifters knowledge and practice will be tested at every level. A lifter will advance ranks, with specific coaching, practice and commitment. Beginners would start with the white belt and as they continue they practice, they would progress to yellow, orange, blue, purple, red, brown before receiving the highest rank, the black belt. Each lifter will showcase their ranking belt on their weigh belt.

“B.A.R.S®, LLC is an opportunity to promote an elite standardized testing system across weightlifting. Our goal is to promote injury free lifting, educate, showcase and reward an athlete’s skills, commitment and dedication, showcase our coaches and more importantly, offer this elite program to other fitness facilities” says Royce L. Claflin, Owner and CEO of Phoenix Fitness®, LLC.


FOR IMMEDIATE RELEASE: 66 YEAR OLD POWERLIFTER DENISE THOMAS WINS GOLD MEDAL AT NATIONAL POWERLIFTING MEET, DOVER, NH- Phoenix Fitness, LLC is pleased to announce, sixty-six years young, Denise Thomas of Newmarket, NH, a Phoenix Task Force member, won gold at the USA Powerlifting Raw Nationals in Atlanta, Georgia.

On October 14, at the USA Powerlifting Raw Nationals in Atlanta, GA, Thomas squatted 181.9 pounds, bench pressed 99.2 pounds and deadlifted 253.5 pounds, exceeding many of her own personal records and placing first in Masters 3 division.

Thomas has been training and powerlifting with Coach Royce L. Claflin, owner of Phoenix Fitness.  Her journey began with weight loss, continued with strength training and currently, competitive powerlifting with Claflin.

Thomas is no newcomer when it comes to competition, she qualified and competed in October of 2015 at Raw Nationals in Scranton, PA and went onto to compete at the IPF Classic World Championships in Killeen, TX in June.

“Denise had a successful performance on the platform in Atlanta. She went 8/9 and made personal records on her squat and deadlifts. She only missed final squat because of depth. Denise battled back from quite literally not being able to bench at all, three months prior to Nationals. We came up with a backup plan that included scapular strengthening and other push accessory dissimilar from flat bench. The result, a platform PR match! She also broke her toe and got sick three weeks out from Nationals which made peaking more difficult for her. Denise is a wonderful client, she always perseveres, and that is why she is a champion! I had to make several tough coaching calls, but in the end it paid off, she won by 12 Kg (26.46 lbs).” says Coach Royce L. Claflin, Owner and CEO of Phoenix Fitness, LLC.

2016 USA Powerlifting Raw National Champion Denise Thomas

2016 USA Powerlifting Raw National Champion Denise Thomas

Thomas is already thinking about and looking forward to her next meet November 5th at the USAPL NH State Championships in Peterborough.

Powerlifting consists of the three disciplines, in contest order, that make up the sport are the Squat, Bench press and Deadlift. Raw lifting is defined by the USAPL as competitions with competitors using only minimal equipment while performing.  In order to compete at the 2016 USA Powerlifting Raw Nationals, an athlete must meet the minimum qualifying total. To qualify, one needs to have achieved the qualifying total in the weight class one wishes to compete, in a USA Powerlifting Sanctioned Competition between January 1, 2015 and September 13, 2016. USA Powerlifting is the leading powerlifting organization in the United States. USA Powerlifting is a member of the International Powerlifting Federation (IPF), the governing body of powerlifting internationally. The IPF is comprised of member federations from eighty-three countries on six continents.

Distinct from weightlifting, a sport made up of two lifts: the Snatch and the Clean-and-Jerk, where the weight is lifted above the head, powerlifting comprises three lifts: the Squat, Bench Press and Deadlift. Powerlifting competitions may be comprised of one, two or all three of the lifting disciplines. Athletes are categorized by sex, age and bodyweight. Each competitor is allowed three attempts at each lift, the best lift in each discipline being added to their total. The lifter with the highest total is the winner. In cases where two or more lifters achieve the same total, the person with the lightest bodyweight wins.

In the United States, USA Powerlifting has representative chairs in 44 states. Each state chair is responsible for overseeing the development and implementation of USA Powerlifting’s local competitions, state championships and state records. USA Powerlifting operates as a 501(c)(3) non-profit organization.  You can find out more about the organization at

These drug-free, amateur athletes are powerful role models in the world of competitive sports!  Their dedication, hard work, and winning attitudes are a testament to the purity of competition for the love of their sport.  In a world where steroids and other performance enhancing drugs have become the norm, USA Powerlifting stands apart.


Phoenix Fitness Deadlift Festival

On Saturday, September 3rd, the Deadlift Festival celebrated proper functional movement patterns, promoting proper movement pattern.  A successful event with special guests; USAPL record holder of the 700 pound bench press and former Head coach and strength and conditioning Coach, Northeastern University- Michael “Mike Z” Zawilinski and USAPL and International Powerlifting MC and USAPL referee Geno Biancheri.

(Right to left) Michael Zawilinski, Sara Zela, Royce L. Claflin, Geno Biancheri, Photo credit: Chris Keeley Photography

Great Coverage from Seacoast Media!

DOVER — Royce Claflin, owner of Phoenix Fitness, said the deadlift competition held at his studio on Saturday was not about how much weight a person could lift, as one might expect.Instead, it is about their technique and their form in how they lift. The amount is a personal choice.“We look at whether or not they maintain a neutral spine,” said Claflin. “We want to see they begin the lift in the proper starting position. There are other criteria as well. Read More……..


Check out Chris Keeley Photography and Phoenix Fitness’ official Photographers Blog on the event!

Ben Williams Photo credit: Chris Keeley Photography

Ben Williams Photo credit: Chris Keeley Photography

 Phoenix Fitness Combine held on May 14 , successful fitness event

raised funds for Veterans Count. 

Phoenix-Fitness-Combine-1830 wmk (2)DOVER,NH
– Phoenix Fitness, LLC held their first annual Phoenix Fitness Combine on Saturday, May 14. A community event that highlighted the fitness community and held friendly competitions such as rowing for time, tire flips, farmer’s carries, bench press for reps, three- minute fitness test and much more. Overall trophies were awarded for men’s and women’s divisions and individual metals were awarded for each event. Athletes fromPhoenix-Fitness-Combine-1056 wmk 15 to 65 competed in the events.

Phoenix Fitness, LLC also teamed up with Easter Seals -Veteran Count and raised donations from registrations and individual donations.“Our goal was to bring together the community, promote living a healthy lifestyle, showcase strength,endurance with an afternoon of short competitive events and fitness fun.” says Royce L. Claflin,Owner and CEO of Phoenix Fitness, LLC. “It also gave us an opportunity to give back to our community. Veterans Count of Easter Seals, provides resources directly in New Hampshire veterans, service members and their families. We are grateful to all the competitors, our officials and the spectators who attended. We are looking forward to holding this event annually.”


Photo credits: Chris Keeley Photography




Phoenix Fitness joins Dover Chamber

Left to right: Ute Luxem, Profile Bank, Rob Teague, Robillard Teague Group, Brian Main, Bank of New Hampshire, Sara Zela, Phoenix Fitness (holding scissors), Katie MacKinnon, Greater Dover Chamber of Commerce, Scott Behan, Blue Dolphin Screenprint & Embroidery, and Kim Lindquist, Holy Rosary Credit Union.Left to right: Ute Luxem, Profile Bank, Rob Teague, Robillard Teague Group, Brian Main, Bank of New Hampshire, Sara Zela, Phoenix Fitness (holding scissors), Katie MacKinnon, Greater Dover Chamber of Commerce, Scott Behan, Blue Dolphin Screenprint & Embroidery, and Kim Lindquist, Holy Rosary Credit Union. Courtesy photo

DOVER – The Dover Chamber was pleased to welcome Phoenix Fitness, LLC to membership with a traditional ribbon cutting ceremony. Phoenix Fitness, LLC recently opened in May 2015 at 32 Crosby Road, Suite 3, in Dover.

Owner Royce L. Claflin of Dover is a personal trainer and master stretch therapist who brings his extensive experience, philosophy and knowledge to his state of the art, 1,250-square-foot facility.

Phoenix Fitness, LLC offers personal training, nutrition sessions, and group fitness classes for clients of all ages, interests and fitness levels. Phoenix Fitness, LLC evaluates an individual’s fitness, nutrition and lifestyle to create a program with focused objectives that guarantee progress and success. Group classes feature interval training, cardiovascular workouts, muscular strength and endurance training, and isotonic exercise.

For more information about Phoenix Fitness, LLC visit or call 603-343-4637. The facility operates by appointment and group classes only.

The Greater Dover Chamber of Commerce is a not-for-profit association of businesses, professionals, individuals, and organizations working together to advance the economic well-being of its members and the community. For details on Dover Chamber membership and other programs or for a schedule of activities, please call the Greater Dover Chamber of Commerce at 603-742-2218, e-mail, or visit

                                                                                                                                                                                                                                                          FOR IMMEDIATE RELEASE: PHOENIX FITNESS, LLC OPENS NEW STATE OF THE ART FITNESS FACILITY IN DOVER, NH-On May 4, 2015, Phoenix Fitness, LLC opened to the public. Phoenix Fitness, LLC takes personal and group fitness to an entirely new and exciting level. The twelve hundred and fifty square foot facility located at 32 Crosby Road, Dover, NH, Suite 3, provides a high-level quality fitness facility, with the utmost invested care in personal individual and group fitness. Royce L. Claflin of Dover, owner, personal trainer and master stretch therapist brings his extensive experience, philosophy and knowledge to his own state of the art facility. A grand opening is planned for June 6.

Phoenix Fitness, LLC specializes in personal weight training, nutrition sessions, online consulting and group fitness classes. Group classes focus on interval training, isotonic exercise, cardiovascular and respiratory endurance, muscular strength and endurance, flexibility and body composition. A state-of-the-art facility designed to meet the needs of clients of all ages, interests and fitness goals. The facility features the highest quality Nautilus strength equipment, Watson Pro Dumbbells, Jacobs Ladder cardio machine, and a Body Composition Tracking Systems (BOD POD®).

A distinguishing feature Phoenix Fitness, LLC offers is a complete specialized biometric evaluation with the use of the BOD POD®. This biometrics evaluation will provide vital information to evaluate each individual client. This evaluation assists in the creation of an individual fitness, nutrition and lifestyle program with focused objectives, guaranteeing success and progress for individuals. The biometric evaluation includes: Functional movement screening, metabolic testing, body composition analysis, fitness testing. This evaluation promotes whole body wellness, not just weight loss.

Phoenix Fitness, LLC is the creation of Royce L. Claflin of Dover. With over ten years of experience in the fitness industry, Claflin holds certification in the following areas; Certified personal trainer, American Counsel on Exercise (ACE), Level III Master Stretch Therapist (FST), Poliquin Bio-Signature Nutrition, level 1, as well as certificates in Selective Functional Movement Assessment. He has extensive knowledge in TRX Suspension training and Boot camp development. Claflin is an accomplished natural athlete, holding USAPL powerlifting records. He has extensive knowledge with metabolism training, physique development, hypertrophy training, and powerlifting. Claflin provides close focused monitored personal training focused on individual needs, specified evaluations and client goals.

Claflin says “Phoenix Fitness, LLC utilizes a scientific, evidence-based approach to fitness and healthy lifestyle. We not only transform lives, we build a healthier more functional athlete. We generate a community atmosphere, everyone working towards a common goal to become healthier. I am very excited to share this new facility with my clients and the community, and take fitness training to a new level.”

About Phoenix Fitness, LLC

Founded in 2015, Phoenix Fitness, LLC specializes in personal weight training, nutrition sessions, online consulting and group fitness classes. Group classes focus on interval training, isotonic exercise, cardiovascular and respiratory endurance, muscular strength and endurance, flexibility and body composition. Phoenix Fitness, LLC strives be involved with the local community, sponsoring young athletes and other local and New Hampshire events that support growth for local business and community values. To learn more about Phoenix Fitness, LLC, visit Phoenix Fitness is located at 32 Crosby Road, Suite 3, Dover, NH, (603) 343-4637. CONTACT: Sara Zela, Marketing & Communications Director ,, 603.396.7297

Royce L. Claflin, Owner

Royce L. Claflin, Owner

Read More about Phoenix Fitness, LLC : Seacoast Online Press May 2015