Daniel Hinojosa is the visionary founder and CEO of Lift ATX, a community-driven gym in East Austin that has become a vibrant hub for fitness, inclusivity, and local camaraderie. A proud East Austinite for over two decades, Daniel opened Lift ATX in September 2020, driven by a deep desire to give back to the neighborhood that welcomed him when he arrived in the city.Originally hailing from Corpus Christi, Texas, Daniel was raised in a close-knit Hispanic household and grew up immersed in sports and community life. He moved to Austin to attend the University of Texas and quickly found his calling in education. Over the next 15–16 years, Daniel dedicated himself to supporting students most in need, serving as a tutor, mentor, counselor, coach, and eventually athletic director at East Austin schools.Recognizing the burnout many educators face, Daniel pursued his MBA to gain the business acumen required to launch a new venture—one that would continue uplifting the community differently. That vision materialized with the launch of Lift ATX on September 1, 2020.Lift ATX is far more than a fitness facility; it's a cultural landmark for East Austin. The gym offers an affordable, welcoming, and inclusive environment, anchored by a mission to promote health and advocate for community resilience amid rapid gentrification.From hosting fundraisers and networking gatherings to showcasing local artists and featuring vendors—especially women- and minority-owned businesses—Lift ATX is deeply embedded in the fabric of East Austin.An especially popular feature? The gym is dog-friendly, reinforcing its open, friendly, and accessible vibe.Daniel's leadership has been tested early on by major challenges: the impact of COVID‑19, the 2021 Texas winter storm, and the complex social dynamics of social media discourse. Yet, he remained resolute in preserving Lift ATX as a sanctuary—modifying the space to include open-air turf, extra fans, and safer layouts while leaning into social media as a platform for advocacy around health, inclusivity, and social justice.Despite these obstacles, Lift ATX has thrived—and Daniel continues to expand the physical space to match the growing community demand, all the while maintaining the familial spirit that defines the gym.
