Today we’d like to introduce you to Chico Morales.
Hi Chico, so excited to have you with us today. What can you tell us about your story?
First, I want to express my gratitude and give all praise to my Lord and Savior, Jesus Christ. My journey started during my time in graduate school, where I was pursuing a Master’s Degree in Exercise and Sports Science. With an athletic background, I knew I wanted to work in a field that allowed me to stay connected to sports, movement, and human performance. That naturally led me to discover a passion for performance training and athlete development. After earning my degree, I moved back to the Dallas area and was quickly introduced to the ownership team at Built 4 It. At that time, the facility had just opened its doors and was in its early stages of growth. I was offered a position as an assistant trainer and physical therapy technician, which gave me a hands-on opportunity to learn the culture, the systems, and the vision of the company from the ground up. Over the last six years, I’ve worn many different hats within the organization. Each role allowed me to understand a different layer of the business—from performance training and client care to operations, staffing, and the integration of multiple disciplines. Built 4 It has grown into a multidisciplinary facility offering performance training, physical therapy, chiropractic care, and massage therapy, and I’ve been fortunate to grow alongside it. Today, I serve as the Vice President of Operations. In this role, I oversee day-to-day operations and help bridge the gap between our performance and sports medicine departments to ensure our team delivers a seamless, high-level experience. My journey has been shaped by faith, hard work, and the continual opportunity to serve athletes, staff, and our community.
We all face challenges, but looking back would you describe it as a relatively smooth road?
No, it hasn’t been a smooth road. With the rapid growth in my career, I found myself battling imposter syndrome—wrestling with doubt and often asking, “How did I end up here?” I questioned my leadership abilities and whether I was equipped to develop and pour into the leaders around me. Those internal battles were some of the toughest challenges I’ve faced along the way. Through all of that, my faith in God has been the foundation that carried me. It’s the one constant that has grounded me through every valley and every trial. I’m genuinely grateful for the difficult moments because they have shaped my character, sharpened my perspective, and taught me to approach pressure and adversity with grace. I’ve learned not to label my journey as a smooth or rough road. Instead, I’ve come to understand that there is joy, purpose, and belief even in suffering. Those uncomfortable moments are necessary steps in moving toward the bigger vision. Every struggle has played a role in preparing me for where I am today and for where I’m going next.
Can you tell our readers more about what you do and what you think sets you apart from others?
Built 4 It is a high-performance training center built on an “all-in-one” model that blends elite athlete development, sports medicine, and holistic wellness under one roof. We specialize in high-level performance training for youth, collegiate, and professional athletes, while also offering an inspiring adult fitness experience we call “Train Like an Athlete,” known for its unmatched community and culture. Our sports medicine department provides a full range of services—including physical therapy, chiropractic care, and massage therapy—and we elevate our recovery and wellness offerings through partnerships with Pause Southlake, Ryse Supplements, and The Drip Mobile IV. What sets us apart is the seamless integration of performance and medical services, combined with a community-centered culture where every individual feels supported, challenged, and valued. Built 4 It is recognized as a safe and empowering space for professional athletes, adult fitness members, and youth athletes alike, and I am most proud of the impact we’ve been able to make in our community. I truly believe our growth has been guided by God’s favor, and our brand continues to reflect purpose, excellence, and genuine care for the people we serve.
Any advice for finding a mentor or networking in general?
In the performance and sports medicine industry, I’ve found that grassroots marketing and genuine word-of-mouth relationships within the community are the most effective forms of networking. For us at Built 4 It, it starts with our staff—creating an environment of respected professionals and even better people has set the tone for how we show up in the community. Networking with local businesses and small business owners has been foundational to our growth, and each year we are intentional about aligning with partners who share our values. This includes collaborating on health and wellness events with brands like Lululemon, volunteering our chiropractic services at charity golf tournaments, and partnering with organizations such as “Make It Count” during the holiday season to support families in need. Leading with gratitude and a servant’s heart has been the most impactful approach; when you show up with authenticity, service, and consistency, mentorship and meaningful networking become natural byproducts.
Contact Info:
- Website: https://www.built4it.com/
- Instagram: https://www.instagram.com/chico_performance12/?hl=en
