OUR STORY
- Shaped by Sport
Starling Performance was born from the vision of Cristiano Starling, a Brazilian athlete whose life has been shaped—and saved—by sport. Cristiano found his way through hardship thanks to his mentors and coaches, who instilled in him the values of discipline, resilience, and strength. Competing at a national level in martial arts, he learned first-hand how sport can be a powerful tool for survival and growth. Now, he’s determined to give back to the community, sharing the same passion and support that helped him through his own journey.
- CrossFit and New Purpose
Cristiano discovered CrossFit in 2010, pretty soon after CrossFit itself started, and was immediately hooked by the results he achieved, its intensity and community. As he became more deeply involved in the sport, he noticed a huge gap: while CrossFit boxes emphasized intense training and quick gains, they usually neglected the most important element of recovery. Athletes were left to figure out how to manage their recovery on their own, outside the box. Cristiano knew there had to be a better way. He wanted to build something more—a place where athletes were supported holistically, from training to recovery, every step of the way.
- Holistic Fitness Vision
Cristiano’s vision is to redefine the fitness industry. To create his own CrossFit gym, one that prioritizes not only training but also recovery and long-term health. He’s seen countless injuries and cases of overtraining over the years, so he wants to turn the industry on its head, making recovery a central part of the fitness journey.
- Partnering for Success
After moving to Berlin, Cristiano met his business partner, Salim Kraatz, who shared his vision and brought a wealth of experience to the table. With a proven track record of building startups from the ground up, Salim took on the task of navigating the complexities of bureaucracy and laying the administrative and financial foundations for the business. Together, they set out to create a holistic CrossFit gym that cares for the whole athlete.
- Building the Dream Team
Once the groundwork was in place, Cristiano began reaching out to people in his network who shared his passion for sports. From community management to marketing experts and talented coaches, Cristiano assembled a team that would help bring his vision to life. Each team member brings their own unique skills and dedication to the project, united by a shared belief in the power of fitness.
Where We Are Today
Right now, we’re in the construction phase, with our doors set to open in February 2025. We’re building more than just a gym—we’re creating a community where athletes of all levels are supported through every stage of their fitness journey.
