A decade ago, Chris Lange recalled his 25 years in the fitness industry. Routine workouts weren’t cutting it for his clients.
He took matters into his own hands. He spent “five years looking into a microscope, actually studying cells” and how they respond to nutrients, stress and lifestyle choices.
“One of the things that really struck me was this 120‑day cycle,” he said about the average lifespan of many blood cells.
“There was something unique about that ‘120.’ It’s this natural rhythm your body has when it’s trying to rebuild and strengthen and heal.”
Lange, who does not have formal schooling in cellular biology, parlayed his knowledge into ROVIA 120, a new hybrid wellness center in Glendale. The concept blends performance training, advanced recovery, medical services, and a structured 120‑day transformation program.
ROVIA 120’s members have access to lab work, biomarker analyses, customized nutrition and supplement plans, and recovery tools like IV infusions and peptides — all paired with strength and conditioning programming.
“What people struggle with isn’t information,” Lange said. “The challenge is knowing what to do with that information. You get labs done, but what do those numbers actually mean? Our program is designed around customizing that data to the individual — how you should be eating, what you should be taking, how you should be exercising.”
Fitness goals have evolved over the last decade, he said. “Ten years ago, people still just wanted abs and a skinny waist. Now people want longevity. They want to live stronger, with a better quality of life.”
ROVIA 120 is called the largest HYROX training center in Metro Phoenix. HYROX is a global indoor fitness race that tests strength, endurance, speed and mental toughness. HYROX alternates between running and functional workout stations. Participants complete a run, then perform one functional station, repeating that pattern through eight runs and eight functional stations, creating a challenging yet approachable test of endurance, strength, and overall fitness.
Lange grew up in Prescott, surrounded by a “holistic culture.” With the West Valley’s population boom and the demand for medically informed wellness, Lange knew Glendale was the right fit.
“We’re finding there’s a huge demand for this,” he said. “People are not only searching for programs like this, but needing programs like this.”
Lange said there’s room for ROVIA 120 to expand, as he is already scouting sites in Texas, Utah, Colorado and Nevada, with plans for physical locations and online programming.
“We see this as a movement,” he said. “We feel a responsibility to help our communities live healthier, stronger, longer lives. And we have to start somewhere.”
