The RhinoCo Group is an organization built on the belief that, through fitness, the world can be changed one person at a time. We stand by the idea that our gyms, members, staff, coaches, supplements, athletes, and partners are a driving force for the global fitness community.
RhinoCo has partnered with major companies in the fitness industry such as Reebok, leading us to create projects like the world's first ever Reebok CrossFit affiliate. After establishing Reebok CrossFit Miami Beach, we have grown our partnership to launch a vision of a Fit Hub Concept Store attached to a CrossFit gym. in 2012 we launched Reebok CrossFit 5th Ave, a 10,000 square foot facility in the heart of Manhattan. As Reebok and RhinoCo’s partnership grows, we look forward to opening more flagship locations in NYC and around the world.
RhinoCo has recently partnered with NutriForce Nutrition, one of the world's largest manufactures of vitamins, dietary supplements, nutraceuticals, and nutritional supplements, to launch the first complete supplement line for CrossFit and functional fitness athletes. NutriForce Sports is the only brand made for the fittest athletes in the world. Our line is distributed by Europa Sports Products, The Vitamin Shoppe, Bodybuilding.com, and Nutrasource.com.
Welcome to the world of the RhinoCo Group, defining the full circle of wellness.
Our mission at RhinoCo is to create one world encompassing the full circle of wellness: fitness, nutrition, and recovery. Through our passion and dedication we believe everyone can charge to success.
Our vision is driven by those factors that lead to the improvement of mankind. The full circle of wellness is when Fitness, Nutrition, and Recovery are delivered at the highest degree.
Our values are based on our passion to bring innovation through the full circle of wellness to our community, while having fun and creating the ultimate fitness environment.
Head Rhino – RhinoCo Group
Michael Alfaro graduated cum lade with a bachelor’s degree in business management from Florida International University. Born and raised in Miami, Mike has excelled as an entrepreneur and hard worker from an early age. At age 15 he started working for Neurology Mobile Systems, a medical company that provides diagnostic testing and intra-operative monitoring in hospitals. Due to his skills, knowledge, and passion, he quickly worked his way up to operating officer of the company in just five years. At age 20 he left to follow his passion and open a unique fitness concept. In 2007 he opened IMT CrossFit, the first CrossFit gym in South Florida. Michael holds multiple certifications including CrossFit level 1 coach, USA Olympic lifting coach, underground strength coach, and multiple other credits that make him one of the world's most experienced and sought-after CrossFit coaches.
In 2010, Michael partnered with Nathan Forster to open CrossFit Miami Beach. After a few months they had attracted the attention of Reebok and started negotiations on becoming the first Reebok partnered CrossFit affiliate in the world. Michael and his team then wrote the business plan on how to open and operate successful CrossFit gyms around the world and helped Reebok pilot this program for affiliates. In July 2012, they opened Reebok CrossFit 5th Ave in the heart of New York City, the epicenter for CrossFit gyms for years to come.
Michael took IMT CrossFit from a 1,200 square foot warehouse to a multi-million dollar business structure operating in multiple states. His plans to grow RhinoCo Group into the full circle of wellness and redefine the way people view being fit. With plans to open more CrossFit gyms, start a non-profit, and open wellness recovery centers within his gyms, Michael and his team will have a major impact on the health and fitness industry for years to come.
Michael says, “We deliver our passion in every project, and we will change the way people view fitness. It’s not only about looking good; we portray fitness, nutrition, and recovery as the full circle of wellness”.
Warrior Rhino – RhinoCo Group
Nathan Forster was born and raised in Baltimore, Maryland. He then pursued a professional career in tennis. At the age of 15 he began playing professional tennis. After two years competing on the ATP tour, he decided to give up tennis and move to Miami Beach, where he opened DEK 23 and started his nightlife career at a young age. He then went on to own and operate B.E.D. nightclub for many years.
In 2008, Nathan met Michael Alfaro, and they quickly partnered over their shared passion for fitness and business success. They opened CrossFit Miami Beach in 2010, and soon after they began a Reebok partnership that helped establish RhinoCo one of the premiere functional fitness companies in the world. Nathan co-wrote RhinoCo's business manual on how to operate and run CrossFit boxes successfully, and he serves as a consultant on all major Reebok CrossFit projects.
Nathan likes to say, “Our goal at Rhinoco is to change the world of wellness by teaching fitness, nutrition and recovery to everyone.” His title as “Warrior Rhino” came from his never quit, hard working attitude.
Edgard E. Paredes
Money Rhino – RhinoCo Group
Edgard Paredes is responsible for managing the financial strategy of the group and is committed to maximizing long-term shareholder value, ensuring a balanced portfolio of growth initiatives, and maintaining the high level of integrity and transparency that RhinoCo is proud of. Edgard joined the RhinoCo Group at the end of 2012 after nearly a decade of working in the banking and finance industry. His initial impact on the company focused on bringing a culture of profitable and sustainable growth, disciplined decision-making, and to help create and define the corporate direction of the company.
Along with his partners and close friends, Michael Alfaro and Nathan Forster, Edgard contributed to the development of a business model from which organization, staffing, compensation plans, territory definition, and sales goals could be derived. Furthermore, he actively oversees and supports financial planning on future investments and ventures, and is actively expanding RhinoCo’s efforts to give back, developing RhinoCo's non-profit concept, “Fit to Give.”
The native of Venezuela began his career in finance at age 21 at Washington Mutual Bank, separating himself as an excellent leader while gaining extensive experience in the Personal and Business finance areas. After being a part of some of the largest banking and finance corporations around the globe, he became vice president of one of the largest worldwide banking corporations in the world by age 26. A former collegiate-level baseball player, he studied Finance and attended Northwood University in West Palm Beach and Florida International University in Miami, prior to joining the banking and finance world. Edgar also holds 6 Financial Securities licenses.
In his spare time, Edgar is devoted to spending time with his fiancé, family, and friends. He reads self-improvement and motivational books, plays in abaseball league, enjoys spear fishing and boating, golf, and sports in general. He has been benefiting from Crossfit’s competitiveness and intensity since 2007, as a part of IMT CrossFit since its inception. Always recognizing the importance of giving back, he has proudly volunteered in a number of organizations including Miami Children’s Hospital’s Radio Lollipop.
Creative Rhino – RhinoCo Group
David Tao is the Creative Rhino at RhinoCo Fitness, as well as a Contributor to Forbes.com, CrossFit.com, and a media and branding consultant based in New York City. Originally from Bardstown, Kentucky, David graduated with honors from Harvard University, where he played first-team rugby and was a four-year board member of the Institute of Politics. After graduating, David wrote for Fortune Magazine before becoming the first employee of Greatist.com. As Greatist's Editorial Director and Chief Research Officer, David built the company's first editorial team and helped take Greatist from an unknown blog to one of the world's largest and fastest-growing health and fitness sites with nearly 4 million monthly visitors.
Several months after discovering CrossFit in 2012, "Tao" became a proud member of Reebok CrossFit 5th Ave. The following year, he began working with the Reebok CrossFit Games media team before joining RhinoCo full time in December 2013. In addition to his work online, David is the Producer for Shuffle Foot Theatre, one of New York's premiere experimental film and stage companies. He has also contributed to Slate, TIME, Newsweek, and numerous other publications in the fitness space and beyond.