Page 52 - BusinessWest April 27, 2026

Brooke Jones
Owner, Lovelo Cycle & Strength: Age 25
Only a few months after Brooke Jones started taking
spin classes, her instructor saw something in her,
and started training her to lead classes herself.
The first time she led a class, “I was so stressed,
writing down every song and what I was going to
do with it. I spent hours trying to figure it out,” she
recalled. “I got up there and … I’d really overprepared.
It was not as stressful as I thought it was going to be
— and it was the best thing ever.”
It turns out her instructor (2022 40 Under Forty
alum Jazlinda Navarro) really did recognize in Jones a
skill and passion for fitness training.
“It was so great to be in the room with people
who had similar energy and who were there
to move their bodies and feel good about
themselves,” Jones recalled. “I felt so confident
in myself. I wanted it to be not only a workout,
but a safe space for people to be themselves,
to free themselves and move their body. That
was what drove me, just creating that safe
space for people.”
After working for Navarro for a while at
the latter’s juice bar, Cellf Juices, Jones
made the entrepreneurial leap to open
her own spin studio last August, called
Lovelo Cycle & Strength — and has been
helping clients make a difference in their
lives, health, and self-confidence ever since.
It was Navarro who encouraged her to make
the leap to business owner. “She said, ‘I think
you need to do this,’” Jones said. “But I was so
young. I said, ‘it’s not for me.’ Then I thought how
empowered I felt with the first spin class — and
that’s what motivated me. So I said, ‘I can do this.’”
But that’s not Jones’s only foray into athletic
training. She also coaches cheerleading at Central
High School in Springfield, and will begin her
fourth season this fall.
“That has also been an amazing journey,”
she said. “They had a program, but they
weren’t competing. And we went from
having a team that had never really
competed to bringing them to states and
placing top 10 in the state the past three
years.”
Jones credits many friends with helping
her build a satisfying career, but especially
gives thanks to her mother.
“I wouldn’t be the person I am if it
weren’t for my mom, who paved the
way, showing me what hard work and
dedication is. She is the reason why I’m
the person I am today.”
—Joseph Bednar
Congratulations
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SO DO THE PEOPLE INSIDE.
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West Springfield Sixteen Acres
333 Elm Street
1930 Wilbraham Road
West Springfield, MA 01089
Springfield, MA 01129
413-707-6007
413-707-3077
Springfield
One Monarch Place,
Suite 100 Unit 1
Springfield, MA 01144
413-739-2265
A30 2026
Business W est