Playful conversations among friends about freedom, movement and working out in swimwear laid the foundation for what would become Aqua Fitness JA, founded by Jehnelle Campbell, before evolving into a fitness concept serving clients with a wide range of health needs.

“It stemmed from a conversation that we had at a Sweet Energy Fitness Bootcamp they hosted on the beach. A friend of mine who is into swimwear thought about how liberating it would be for us to work out in our swimwear, and then aqua aerobics came about,” Campbell said in an interview with the
Jamaica Observer.

The idea was to exercise in water rather than in a traditional gym setting, which Campbell said can often feel crowded and intimidating. The concept gained further momentum with the reopening of the Rockfort Mineral Bath, helping to solidify the business model. Research into the mineral properties of the water, combined with the known benefits of low-impact exercise, made the location a natural fit, leading to free pop-up sessions to test the waters of aerobics among the community before hard launching in January at the pool as public interest gradually returned.

“Now we have clients that have health problems, obesity, and poor circulation. So now, that has moved from just one dynamic to a lot more,” Campbell said.

Campbell has been involved in fitness for the past five years, with the COVID-19 pandemic helping to reshape attitudes towards health and wellness and reinforcing demand for alternative, low-impact forms of exercise. Unexpectedly for the young founder, one of the biggest challenges has been managing demand. Campbell said interest in Aqua Fitness JA has surged, with a steady influx of messages across social media platforms and limited capacity to respond to everyone in real time. Much of that interest is being driven by the culture surrounding the aqua aerobics classes, which are led by a certified instructor and go beyond fitness to foster a sense of community. Each Sunday, one participant is introduced, creating space for interaction, shared interests and continued synergy within the group.

“It’s for anybody who wants to have fun, anybody who wants a workout that is fun and low-impact, and a full-body workout,” she told Sunday Finance.

The diversity of clients continues to shape the programme’s direction. Campbell shared a message received from a prospective participant, a 69-year-old woman who recently underwent open-heart surgery and also experiences knee, arm and circulatory issues.

“Everybody’s welcome. We have tailored programmes for anybody,” she said.

Looking ahead, Campbell said plans are in place to expand the business beyond its current base, with discussions underway around sessions at strata properties, corporate spaces and hotels, as well as extending classes into other parishes. Expansion plans, she noted, will not be limited to land-based locations. New offerings such as aqua cycling and aqua boxing are also expected to be introduced in the near term.

Shaquina Francis takes part in an Aqua Fitness JA session at the Rockfort Mineral Bath in St Andrew. 

A member stretches during an aqua aerobics session at Rockfort Mineral Bath, highlighting the programme’s focus on mobility, circulation and low-impact exercise for varying fitness levels.

Members Joyce White (left) and Jermaine Walker cool down further with fresh coconut water following the one-hour Aqua Fitness JA aerobics session. 

Participants follow instructor-led movements during an Aqua Fitness JA class, one of several sessions held weekly.

CAMPBELL…it’s for anybody who wants to have fun, anybody who wants a workout that is fun and low-impact and a full-body workout .