Oni Means Demon

There is a Japanese expression: Oni-ni-kanabō. It translates to "To be invincible or undefeatable."

ONI's tagline is "Become Invincible."
But it doesn't mean to live forever or to be impervious to adversity. It is a mindset to be able to accept whatever negativity or challenge, and move on. It's an attitude to be bold, brave, and to challenge convention where necessary.

To have an invincible mindset, you must accept your own demons.

A Reason

Positive change and helping people has always been the core of ONI's roots. To make a meaningful impact on the lives of many, there needed to be a ripple effect. Inspiration is infectious and with the right tools, anybody can help anyone else. There needed to be a space for enthusiastic individuals to feel empowered about helping others.

The health industry is saturated with corporations who talk a big game of being "for the people", when it's all about the dollar signs for them at the end of the day. ONI was created because the gaps in movement development for health and performance aren't the only ones. There are so many professionals who are enthusiastic about helping people, but eventually get worn down by these corporations that don't actually want to change anything. 

ONI is a driving force for people to be enthusiastic about helping others, to collaborate, and to achieve more together. It is a space where people can feel inspired. It is a place with values to be proud of and worthy of rallying behind.