Jodie Aguilar, Director of Client Services

Director of Client Services

Jodie Aguilar

Jodie was born and raised in San Mateo, CA. She attended the University of Oregon where she earned her Bachelor’s Degree in Psychology. She believes attitude single-handedly has the power to completely transform your life, and she is grateful to the AXIS community for creating such a positive and uplifting atmosphere every single day. 

Valerie Kohl, Office Manager

Office Manager

Valerie Kohl

Valerie retired from Intel Corporation in Santa Clara in 2002 after a 24 year career, 20 years in different aspects of Information Technology, spending the last 4 years in International Relocation, managing Relocation programs for inbound/outbound of the U.S.

After some time off, she found herself as a client of AXIS Personal Trainers in 2003. Looking to supplement training costs, she applied for a front desk evening position as a customer service representative. From there she began working with the Accounts Receivable manager where she processed and mailed out client statements.  Working in several different capacities through the years, in 2009 when the company downsized and consolidated locations she was given the opportunity to go to the Menlo Park facility. There she took on the role of office manager managing all the back office positions including Human Resources, Accounts Payable, Accounts Receivable, Supplier Management, Payroll, Benefits Management etc.

In January this year she celebrated 17 years with AXIS. She still loves coming to work, meeting new clients and new trainers, and being part of a dynamic and successful team.  She loves seeing our clients excited about working out and watching as they make continual progress towards their health goals.

Phone:(650) 463-1920 x107

Allison Allen, Managing Director

Managing Director

Allison Allen

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 focus on education, palpable positive environment, and the chance to make a difference in people’s lives. She was also intrigued by the possibility of being a part of a growing business. Throughout her career at AXIS she has worked as a personal trainer, a team leader, and a facility manager. As the Managing Director, she works directly with Scott Norton, Founder & Owner, to ensure that AXIS continues to evolve and improve every day. “We believe each client should have a life changing experience through their training at AXIS. We want every client who walks in the door to feel welcomed and encouraged that they can do what they set out to do and more! We are committed to always having a fun and positive community, where our trainers can continue to learn and be challenged, where they feel valued and supported, and where they can grow as individuals.”

Professional Details

  • BS, Athletic Training, Northeastern University
  • MA, Athletic Training, Western Michigan University
  • Certified Athletic Trainer, National Athletic Trainers Association (NATA BOC)
  • Performance Enhancement Specialist, NASM (National Academy of Sports Medicine)
  • ACE Pre/Post Natal Certificate
  • Certified Mat Pilates Instructor, PhysicalMind Institute
  • Pilates Reformer Certificate (Balanced Body University)
  • Power Plate Level 1 & Level 2 Certificates
  • TRX Instructor

Client Testimonials

“Allison Allen is the best trainer EVER! First of all, I am 73 years old and I HATE to exercise. Alli makes my time at AXIS fun. She is caring, sharp, funny, and great with the whip. She knows all my avoidance tricks and she doesn’t let me get away with anything. She makes me toe the line. When it is time to leave I am still happy to be finished, yet I always return.”

~Judy M.

“During my 30 years as a software engineer at Hewlett-Packard, I stayed in shape by running three to five miles a day and using the company’s fitness center. I first learned about AXIS when I retired and began looking for a new place to work out. I had some arthritis pain and the beginnings of osteoporosis. One of my friends suggested that I work with a trainer and specifically recommended Allison. Getting back into regular exercise helped me to lose twelve pounds and a dress size. I’m standing up straighter, and my balance has improved tremendously. At 84 years old I am proud to be able to do a chest press with 20 pound dumbbells, which has helped keep my arms in shape for sleeveless shirts! I’ve been absolutely delighted with Alli. She’s a very nice person, and we’ve become friends over the last 14 years that we’ve been working together.”

~Barbara P.

Phone:(650) 463-1920 Ext. 120

Scott Norton, Founder & CEO


Scott Norton

Please visit the AXIS History page for the original inspiration for AXIS. As we marked our 20th year anniversary in 2016, Scott shared the Untold Story of the first 20 years of AXIS:

“Thursday, October 6th, 2016 marked the 20th year anniversary of the start of AXIS. It was 1996 and I opened the doors, all alone, scared to death but as excited as I could be since this was my dream coming to fruition. I had envisioned opening a beautiful facility where trainers could learn, share, and create a career for themselves, a career which did not exist at the time. I saw a gathering spot for clients to be engaged, motivated, and taken care of as if they were at a 5 star resort.

Several years earlier I had gotten my start at a personal trainer up on Sand Hill Road, working/hustling 60 hours/week training some of the “movers and shakers” of the Silicon Valley. My first client was Joe Horowitz, who continues to train with me at AXIS today. Since he was my very first, I have a soft spot in my heart for Joe (which is why he gets to do whatever he wants at AXIS!). Joe introduced me to Louis Borders who became a client, a mentor, and a friend. We trained together for many years, even increased his vertical jump by 7 inches (which admittedly was not too difficult as he started from zero). I trained Louis’ entire staff as well and it was during this time that he saw the value in what I offered. The trust and strong relationship that we built brought us to opening AXIS on October 6th, 1996. Louis funded the start of AXIS for which I will be forever grateful.

Within a few months we had hired more trainers and we were a profitable business, focused on a scientific training methodology, teamwork, and exceptional service for our clients. Three years later, during the dot com boom, we were able to secure funding from Sequoia Capital which was to get us started on our path to opening AXIS facilities nationwide. I thought I knew it all at that time and there was nothing I couldn’t do!

The company grew quickly from there, starting with a New York City CEO from Louis Vuitton, the first of a few CEO’s that would come and go…This was the start of a crazy rollercoaster ride and to this day, I don’t know how AXIS survived it all. As Alli reminds me often, AXIS didn’t die, although it should’ve many times over, because I wouldn’t let it, because I always knew if we stayed true to our beliefs and cared about our trainers and clients, it would all workout (no pun intended) in the end! Maybe I was too young and stupid to know better.

Over the course of the next 8 years, we opened facilities in Los Gatos and Mountain View, and had our sights set on Southern California next. With the excitement of a growing company, came with it more people, more bureaucracy, more challenges, and more chaos. There was never a dull moment! We had an IT staff and a server room that probably could’ve handled the entire Silicon Valley. We promoted from within and created more layers of management. I’d venture to say, we had too many cooks in the kitchen, but it was great to see trainers have such opportunities.

Several times a new CEO was brought in, and several times I was asked to step down from the board, only to be asked back again. At one point I owned only 1% of AXIS. Losing control of the company I started was one of the hardest things to endure, yet I continued training my clients, giving them an amazing experience, and kept the trainers excited about their careers. That’s all I could do.

There were times during those years where we struggled to keep the doors open, barely making payroll at the lowest points, even not paying bills on time because we had no cash left. I can remember meeting with Alli, who was a newer trainer at the time, and she expressed her frustration with how we were not growing fast enough. She believed in what we did at AXIS, she believed in giving our clients the gift of health and longevity, and she wanted people all over to be able to benefit from it. I did everything I could at the time, to keep that passion burning in the trainers, and to shelter them from the scary truth of a business that might not make it.

The economic downturn in 2007 was a blessing in disguise. Our Los Gatos facility had closed a few years earlier, as it never really took off to begin with, and we made an extremely difficult decision to close the Mountain View location in 2008, in order to save the company. Our investors were no longer willing to take the risk on a small personal training business and I was able to buy back 100% of the company that I had started over 10 years earlier with love, passion, knowledge, and not to mention, blind optimism.

The last 8 years have been progressively our most successful years as a business to date. We are 100% committed to giving our team and our clients the best possible experience day to day and for many years to come. We know we would not be here today if it weren’t for the many trainers, leaders, investors, clients, and everyone who has touched AXIS in some way over the years. I am grateful to all of you! The successes and failures have made us stronger and we appreciate every step along the road. As scary as it was, I would not change a thing.

20 years ago I started AXIS but we, as a community, have built it to what it is today. We knew with grit, love, and constant growth and improvement, we would not only survive, but thrive. Thank you for sharing 20 years of ups, downs, happy and sad times, successes and failures. We have loved every moment of this journey which has given us the path to continue our dream.”

Phone:(650) 463-1920 Ext. 120

Whether you have a question about our services, schedules, pricing, billing, or anything else, Jodie, our Director of Client Services, is ready to answer all your questions.

Complete the form or send an email directly to her at

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