Rising Strength is a 2,000 square foot training facility just five blocks Southeast of Lake Merritt in Oakland. We also have a private outdoor training area. Using dynamic, functional fitness, and a goal oriented approach, we will help you get stronger, leaner, happier and more comfortable in your skin.

We support everyone’s individual path. As a judgement free, body positive, and supportive community, we are LGBTQ friendly, and welcome all backgrounds and body types. We want to express that you do not need to be fit to start exercising. Whether you have been working out for years or have never set foot inside of a gym, you will feel at home here.

With years of sports nutrition behind us, we advocate a plant-based lifestyle for a variety of reasons, but respect all choices. With every person that walks in our door, our community will grow, transform, and redefine any limitations that were previously perceived. We invite you to join us, share in this community, set a new Personal Record, and be part of this change.

Rising Strength
606 E 11th St, Oakland, CA 94606

Monday 8:00am - 9:00pm
Tuesday 8:00am - 9:00pm
Wednesday 8:00am - 9:00pm
Thursday 8:00am - 9:00pm
Friday 8:00am - 9:00pm
Saturday 9:00am - 1:00pm
Sunday Closed

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Here you'll learn the basics of lifting. From powerlifting to olympic lifting to bodyweight plyometrics, you'll gain the confidence to move safely, and efficiently within any class!

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Bench Press, Squat, and Deadlift will be the basis of this class series, as well as all the accessories you'll need to build big lifts. Great for competitive and non-competitive athletes alike.

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Olympic Lifting

Clean & Jerk, as well as Snatch, will be the lifts in this class series, as well as any and all accessory work to build strong backs and big lifts. Great for competitive and non-competitive athletes alike.

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Strength & Conditioning

Our base class series which includes elements of all our strength training, with functional fitness movements, and high-intensity workouts.

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AKA Personal Training, here we will work one on one, just you and a coach, working on your specific goals. Great for folks anxious about class, with very specific needs or just wanting some personal attention.

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Similar to Private but a bit more fun. This is up to 3 people who will work on their specific goals in a concentrated fashion and personal environment.

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I remember waiting outside, standing by my car, wanting to go in but scared of what people would think about me, terrified of being vulnerable, to face the things that kept me from moving my body for so long, thinking all I wanted was to break free from my huge, gross body; so I waited outside by my car until the very last minute, until there wasn’t enough time left before the first class started to have to talk to people. Thinking I was trying to gain entry into a club I had no business in.

What I found though once I finally walked through the gate was not what I’d hoped. What I found was even BETTER. There was no pretension - no weird stares, no one shocked to see a fat body. They were just stoked I was there. I was the only one concerned with my larger than everyone else’s body. This was it, the place I could let my walls down - uncover some dark places I hadn’t been to before within. I could let them out, let them breathe.

Within the next 12 months, I had hit so many fitness goals I would have never ever thought possible in such a short amount of time. I went from having a hard time walking short distances, to jump roping, doing BOX JUMPS, lifting heavy weights, and sprinting. Sprinting, people!!!

The space that Holly and her team of coaches create is really straight up, MAGIC. Inclusive, kind, loving. There’s a space for you.

I went from hating my huge body to loving every inch. I went from ignoring my body, to paying close attention to her needs. I feel strong. And not just physically.

There’s no more standing outside.

-Brie Parker

Rising Strength Gym is unexpected. Everyone is supportive of each other, regardless of everything and being welcomed by dogs and all, is a huge motivation to work-out. Nothing like a dog lick when you are straining to do a sit-up!

I started with Foundations classes. A small group of more experienced members are guided through a class while a dedicated trainer focuses on one or two novices. I worked most often with Stevie, who is knowledgeable, warm and deeply sensitive. I realized I needed a personal trainer and Holly effortlessly fit me into her schedule at a mutually convenient time. She is dynamic, compassionate and attentive, while constantly amazing me by pushing me past my perceived limits. She supports me while I am at the gym and keeps the motivation going with texts and emails. I treasure her expertise and fierce support.

Rising Strength gym is convenient and quirky. Ask Holly about her garden!

I've been coming to NewEthic since my wife bought me a pass to the Foundations course in June. I've been interested in physical fitness for a long time, but I've avoided going to gyms because I don't like the culture I've experienced in a lot of fitness centers.

I noticed immediately how friendly and welcoming Ed and Holly are. I had a consultation with Ed and I got a good idea how to move forward with my goals and I feel great about my growth. What Ed and Holly have created is a healthy, inclusive and safe place where people of different body types can work toward their fitness goals with positive coaches who are truly concerned with the health and well being of the client. It also helps that the whole team is plant-based.

Vegan strength is very important to me and NewEthic is also super dog friendly. Oh, and my 15 year old son has started going to the classes on Saturdays.

- Jeremy Stone

I could not be happier to have found this place!!!! So exciting to have a vegan gym in the Bay Area! I have been training with Ed for 2 months now and I have never felt stronger in my life! I am brand new to lifting weights and NewEthic has a great environment for beginners (I am sure for the very experienced too). Ed is an excellent personal trainer who has the perfect balance of motivation, patience, and education. I am having so much fun lifting weights and have learned so much about vegan sports nutrition. I look forward to continuing to train here!! Oh, and you can also buy FitQuick pancake/waffle mix along with other vegan fitness foods/protein at the FitQuick shop. I am officially a waffle addict now!!! Thank you NewEthic!

- Jackie Gordan

This is the first time in my life I look forward to working out. It's also the first time where I feel a slow and steady progression happening and can see muscles popping up and have more energy. Each work out is different, I'm constantly challenged but not feeling defeated and burned out like other classes I've tried, I feel like I learn something new every time. This gym is great for beginners and advanced athletes. Group classes are not one size fits all, we all have different strengths and goals and that seems to be embraced here. Everyone is certainly made to feel welcome here but I love their compassionate approach to fitness and nutrition, It's a no brainer for me. Ed and Holly are not new to this, they are very respected in the vegan fitness community and just take a look... the proof is in the pudding. You don't have that kind of resume if you don't know what your talking about.
Flexible class schedule
Private coaching
Nutrition planning
Plant based supplements

- Heather Tuthill

Found this amazingly awesome spot due to a referral from a friend. Not sure how I didn't find it myself or sooner considering I'm a vegan AND a dog lover (and of course looking to get strong as hell)! On top of being a killer gym, the community and people who are a part of it is what makes it so special. If that's not enough motivation, then I don't know what is!

Holly and Ed are as knowledgeable as it gets when it comes to weight training, lifting and nutrition. I came from a gym (I'll be nice and not mention the name) that had a crazy high turnover rate with their trainers and always seemed to push "extra" contests for more money. Lame. Give me NewEthic or give me nothing!

- Nikki Defeo

I started going to NewEthic back in February after recovering from ankle surgery. My workouts had to be modified because I couldn’t run or jump. Ed did great at watching out for me. As time passed, I started getting stronger and stronger. Ed pushed me to be better and knew I had it in me to get it done.

I won September’s Challenge for most fat loss and muscle gain by eating clean whole plant foods, lifting, and training for a marathon. Not only was I getting the training I needed, I got lots of advice on what foods to eat for different kinds of training. I have gained a level of strength that I don’t remember having in more than a decade. As of right now, I can deadlift 255 pounds and squat 205 pounds The best part is that getting stronger brought a lot of benefits: less stress, more confidence and happiness.

Because of NewEthic, I will pursue further training in Olympic Lifting and continue running marathons. Whoever gets to work with Ed Bauer is one lucky person!

- Caris Rodriguez

Training with Holly is one of the most rewarding experiences of my life. As a physical laborer and avid cyclist, I always had a functional strength. What i got from my time with Holly is an abundant health. Through training that is as adaptable as life is chaotic, and with the wealth of nutrition information she brings to the table, I witnessed all my fitness goals reached and then crushed in a matter of months.

But above all this, training with Holly gave me something I’ve seldom found, a partner in health who is as unwaveringly positive about hard work and its hard earned rewards as I am, even when I couldn’t be. Rely on her knowlege, trust in her experience, lean on her strength. Holly’s got you while you’re getting it done.

- Jacob Bayard

When I started group fitness classes with Ed at NewEthic I was looking, in part, to get in shape for my wedding. What I found was a warm community of friendly, encouraging, non-judgemental folks. They made it easy to stay motivated and on track for my goals while having a ton of fun doing it.

Ed is a knowledgeable professional that made me confident to try new movements and lifts I had never before attempted. He takes time to explain and demonstrate optimal form and continue to monitor progress as you get stronger. This ensures that proper form is maintained and injuries are avoided.

By my wedding I had dropped my BMI by over 2% and had definition in muscles I didn’t even know I had. At the same time I maintained a feminine physique that I wanted as a bride. All this while getting great advice on achieving results on a plant-based diet…makes NewEthic my perfect gym.

- Jen Rosenthal

When I first met Holly I had been struggling with trying to find an exercise routine that worked for me. I had been plagued with back problems for years and wanted to work out but couldn’t find anything that satisfied my needs in terms of exercise.

Holly reached out to me and told me to come try NewEthic and see if what she offered would work for me. What came next is almost 2 years of self improvement, mental positivity, massive strength gains and a new love for the world of exercise, fitness and weight lifting...The environment that Holly & Ed created at NewEthic is one of positive mental attitude, all welcoming and always pushing hard work.

The knowledge I gained from being at NewEthic has pushed me to become a trainer myself all because of Holly’s constant positive energy pushing me to become something better.

- Rich Gaccione



Meet a few of our fuzzy members who, often, come to play and train with their humans as well as our two resident fur-coaches: Ani and Apollo!


Holly Noll

Holly began as a lifelong chef, working in high end restaurants up and down the West Coast. After becoming vegan in 2006, she became certified in Plant Based Nutrition from Cornell and has been internationally published as a food writer, as a health educator, and as a teaching chef. Most recently she has transitioned from the kitchen to the gym, coaching locally at Rising Strength, providing remote nutrition and fitness training to clients all over the world, and advocating the style of flexible dieting to get results aesthetically, and athletically, while maintaining a deliciously healthy relationship with food.

She has been featured with her business partner Ed Bauer on the cover of Vegan Health and Fitness Magazine as well as in the following swimsuit issue. Currently she owns FitQuick Performance Protein Waffles, was the co-host of the Rise and Resist Podcast which focused on discussions around food, lifting, positive body image, and what it means to live a fit and healthy lifestyle. Additionally, she often contributes as a guest in several blogs and publications regarding nutrition, training, fitness friendly recipes and more.

Building on the passion for lifting in 2015, Holly joined the international team of vegan athletes, PlantBuilt, as a powerlifter earning 3rd place for her weight class at the Naturally Fit Games in Austin, TX. Her passion has always been uniting food, nutrition, health and fitness, to inspire evolution in the world and smash outdated perceptions of what can or can’t be done.

Emmet Logan

Emmet is certified as a Personal Trainer and Corrective Exercise Specialist by the National Academy of Sports Medicine (NASM) and started training people as YESbodies to promote health and wellness for all bodies and identities. Aside from teaching powerlifting and general strength and conditioning, they place a strong emphasis on building a solid core, identifying and addressing muscle imbalances, and minimizing risk for injuries by focusing on posture during exercise. Emmet is passionate about working with LGBTQ+ folx and generally anyone who feels alienated by mainstream and non-inclusive gym spaces, and is especially available to transgender/non-binary/gender non-conforming individuals looking to better align their physical body with how they want to express their identity.

Blake Parker

Blake Parker grew up riding his bike up and down the hills of San Francisco. Along with honing his cycling skills on the streets of the City, Blake participated in team sports in grade school, high school and college (soccer, baseball, basketball, football, lacrosse, and ice hockey). Despite a long-running interest in strength sports, sparked by his discovery of the Worlds Strongest Man competitions on cable TV in college, he never felt welcome, supported, or cared for in commercial gyms.

In the spring of 2018 Blake and his wife decided to get serious about getting fit and began looking for a gym that was welcoming to all, supportive, body positive, and inspiring. On his first visit to NewEthic Strength & Conditioning, he knew he had found the gym he was meant to be in. Gym owners & coaches Holly Noll and Ed Bauer quickly became friends and mentors, helping Blake earn his CrossFit Level-1 Trainer designation in March of 2019.

Blake coaches Strength & Conditioning and Powerlifting classes several times a week, and is a member of the NewEthic Powerlifting Competition Team. After experiencing tremendous improvements in both his physical and mental health after getting serious about weightlifting, Blake has come to believe that weightlifting truly is for every body. He wants to share his love for “lifting the heavy thing” with every athlete that steps into NewEthic.

Blake lives in Oakland with his wife Brie and their English Bulldogs Gemma and Bo.

Stevie Rock

Originally from the UK, Stevie moved to Oakland in 2017 after spending several years living in China. She certified as a personal trainer through NASM shortly after and has been part of the Rising Strength community since early 2018. She has been vegan since January 2016.

Stevie first became interested in fitness during college when she helped found her school’s Quidditch team, a sports club specifically formed for nerds who wanted to be more active. She began organising group workouts and later developed a passion for running. Training for a half marathon led her to cross training with weights in the gym. She quickly fell in love with the barbell. Stevie is now an avid powerlifter and Olympic weightlifter, and an active member of the Rising Strength competition team.

In addition to her NASM certification, Stevie is also a USAW level 1 certified Olympic weightlifting coach. She coaches classes on weightlifting, powerlifting, and strength & conditioning at Rising Strength several times a week.

Outside the gym, Stevie is a keen trail runner and obstacle course racer with several Spartan races under her belt. She enjoys combining strength with functionality and endurance, as well as rolling around in the dirt. Stevie is passionate about helping others find empowerment and belonging through strength sports.


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