Founders · Vietnam · Fitness, Wellness & Longevity

Annie &
Kelly Rogers

Building what's next in Fitness, Wellness & Longevity.

Two decades of building people, brands, businesses and systems in Vietnam.

Explore our journey → Meet Annie & Kelly
Twofounders
Two decadesin the industry
Oneecosystem

Our story

The A is not where the story begins.

It is what two decades of experience turned into.

Annie and Kelly spent years inside large fitness organizations in Vietnam. They learned how big systems work. They led teams, wrote programs and trained the people who delivered them. They helped build brands, and they saw up close what large fitness businesses do well and where they fall short.

Then they built their own. The A became the place where the ideas are tested with real people. VFL Academy became the people engine. VFL HealthTech became the technology and intelligence layer. KHOẺ became the digital health layer. A¹ONE became the business management platform.

From fitnessto wellnessto longevity.
From clubsto systems.From systemsto ecosystems.

One builds the system. One holds the professional standard. Together, they build what lasts.

The journey

Six chapters,
one direction.

Every chapter taught something the next one needed. Dates shown are the ones confirmed for publication.

Our philosophy

One of us asks what will work in real life. The other asks what is professionally right. We build when both answers meet.
Annie asksWill this actually work in real life?
Kelly asksIs this professionally sound?
TogetherCan we build something that is both?

Annie

Annie Nguyen Rogers

Founder · CEO · Business builder

Annie understands what makes a business, a team and a customer experience work in real life.

Her career has been spent on the operating side of fitness: building programs, developing trainers and instructors, shaping Group Fitness and Aerobic teams, and bringing fitness to a wider audience through television. She trained in Classical Pilates in the Power Pilates system from New York and has made Pilates education a core part of VFL Academy.

She is the Founder and CEO of VFL Holding. In 2026 she returned to Elite Fitness for six months as Deputy CEO, bringing back what years of entrepreneurship had added: wellness, longevity, technology and business systems alongside fitness.

Her experience

  1. 2009–2011California Fitness & Yogadates
  2. 2012–2017Elite Fitnesstitle
  3. 2012 →Television fitness workchannel
  4. —VFL / Fitness Lifestyle
  5. —The A
  6. Jan–Jun 2026Elite Fitness, Deputy CEO
  7. NowVFL Holding · A¹ONE

What she builds

  • People
  • Brands
  • Experiences
  • Operations
  • Communities
  • Businesses

Kelly

Kelly Rogers

Co-founder · Human Performance · Health Science

Kelly protects the Human Performance foundation and the professional standard behind everything they build.

As Fitness Director he led professional teams, set training standards and developed the programs trainers delivered every day. His focus has always been the same: assess properly, design the program from the assessment, and hold the quality of coaching to a standard members can feel.

At VFL he is the professional check on every product, from the programs at The A to the assessment logic inside VFL HealthTech.

His experience

  1. 2009–2011California Fitness & Yogadates
  2. 2012–2017Elite Fitness, Fitness Directortitle
  3. —SMART Trainingverify
  4. —Co-founder, VFL
  5. —The A · Human Performance
  6. —Credentialsrequires verification

What he protects

  • Health Science
  • Quality
  • Professional standards
  • Human performance
  • Assessment
  • Program design

Annie + Kelly

Husband and wife. Also each other's hardest review.

At home they are married. At work they have been teacher and student, partners, creators and critics. Annie is the business check. Kelly is the professional check. An idea leaves the room only when it passes both.

That habit is why their programs are built to run in a real club with real staff, and why nothing gets sold to a member that Kelly would not put his name to.

What Annie brings

  • Real-world experience
  • Business
  • People
  • Brand
  • Operations
  • Customer experience

What Kelly brings

  • Human performance
  • Health Science
  • Assessment
  • Program design
  • Quality control

What they build together

  • Systems
  • Teams
  • Brands
  • Experiences
  • Long-term health journeys

The A · Wellness & Longevity

The result of experience.

“The A was not created because we wanted another fitness brand. It was created because after years of building fitness systems, we wanted to build a more complete model for human health.”

After years of building fitness systems for other organizations, Annie and Kelly built one of their own. The A is where their methods meet real members every day: science-led, human-centered, experience-driven and technology-enabled.

Fitness→Wellness→Longevity
Step 1Assess

Start from measurement, not assumption.

Step 2Analyze

Read what the numbers say about this person.

Step 3Optimize

Design the program around the findings.

Step 4Regenerate

Recovery is planned, not left to chance.

Step 5Perform

Re-test, adjust, and keep going.

The VFL ecosystem

Not a collection of brands.
An operating ecosystem.

Each part does one job and feeds the others. People are trained, the model runs in a real club, technology measures and personalizes, and the business platform keeps it all operating.

Annie + Kelly
VFL Holding PEOPLE · MOVEMENT · LONGEVITY
PeopleVFL Academy

Education and certification for the trainers, instructors and coaches who deliver the experience.

ApplicationThe A

The living model. Where methods are applied with real members every day.

Technology & dataVFL HealthTech

Assessment, data and AI that make the method measurable and personal.

Digital healthKHOẺ

The app that carries the health journey beyond the club, into daily life.

Business managementA¹ONE

The operating platform for running fitness and wellness businesses well.

Academy trains the people → The A applies the method → HealthTech & KHOẺ measure and personalize → A¹ONE keeps it running

What we have learned

Five things two decades taught us.

  1. Fitness is not just exercise.

    How people sleep, recover, eat and feel decides whether training works at all.

  2. Wellness needs a system.

    Good intentions do not scale. Standards, programs and trained people do.

  3. Science must become practical.

    If a coach cannot deliver it on a Tuesday morning, it is not ready.

  4. People create the experience.

    Facilities and technology help. The person in front of the member decides.

  5. Longevity is a journey, not a product.

    It is built over years of habits, measured and adjusted, not sold in a package.

Media & stories

Stories, talks and interviews.

Press, interviews, podcasts, speaking and articles from Annie and Kelly. Content is added through the CMS.

Work with us

Let's build what's next.

Invite Annie & Kelly for speaking, interviews, strategic partnerships or projects in fitness, wellness and longevity.

Strategic partnershipsBusiness developmentSpeakingMediaWellness projectsFitness & longevity projectsA¹ONE partnerships

We have spent years
building the industry.
Now we are building
what comes next.

Annie & Kelly Rogers

People · Movement · Longevity

Connecting people. Shaping a healthier future.