Chase your purpose, not the money
For Natalia Davis, entrepreneurship isn’t just a career choice — it’s a family legacy and a personal calling. As the owner of Hotworx Union Park, a 24-hour infrared fitness studio located in St. Paul’s Midway neighborhood, Davis is merging her passion for community health, family values, and generational entrepreneurship into a project that’s already impacting lives.
“I grew up watching my mom, Carolyn Lane, run her own boutique in Houston, Texas,” Davis said. “Entrepreneurship is in our blood.”
Her mother’s boutique, “Cartier Boutique,” catered to churchgoing women, outfitting them with fine hats and suits — an experience Davis credits with teaching her business fundamentals early on. But it wasn’t just her upbringing that shaped her.
Davis’ husband Malik, a St. Paul firefighter and entrepreneur, brought his own rich legacy of Black entrepreneurship to their family. In addition to their Hotworx venture, the couple own multiple homes throughout the city. Davis is also the founder of a youth wellness initiative called “Take A Breath,” teaching emotional regulation and stress reduction techniques to young people.
Davis’ path to opening Hotworx was deeply personal. Diagnosed with multiple sclerosis (MS) 13 years ago, she became committed to staying mobile and active through diet and exercise.
When she discovered Hotworx’s infrared workouts — which combine saunas, isometric exercise, and virtual instruction — it changed her life. The reduction in inflammation, improved mobility, and overall sense of wellness convinced her that this model could transform the health of others in her community as well.
After three years as a member at another Hotworx location, Davis and her husband decided to open their own franchise, bringing the concept to St. Paul’s Midway neighborhood — an area rich with history but still recovering from years of economic disinvestment.
Opening Hotworx Midway wasn’t easy, and there were times Davis, a woman of strong faith, questioned if her dream was in God’s will. While construction went smoothly thanks to a reliable contractor, Davis and her team hit an unexpected roadblock: a St. Paul ordinance that prohibited 24-hour, unstaffed gyms — a major component of the Hotworx model.
Instead of giving up, Davis partnered with the Department of Safety and Inspections and the St. Paul City Council to rewrite the ordinance, a process that took nearly a year and culminated in a successful amendment in early 2025.
“There were moments it got scary,” Davis recalled. “But our kids watched us fight through it. They saw us working late nights, sitting at city council meetings, and never giving up. That alone felt like success to me.”
Throughout the process, Davis and her small team — including students from nearby universities like St. Thomas — staffed the gym manually, maintaining operations and ensuring a safe, welcoming environment for members.
Since officially opening in December 2024, Hotworx Midway has grown to nearly 290 members, many of whom are residents from the surrounding neighborhood.
“We’re helping people with lupus, MS, high blood pressure — people who just want to feel better,” Davis said. “Especially in communities of color, where chronic illness is so prevalent, this space is about more than fitness. It’s about longevity and health equity.”
Davis emphasizes affordable membership options to make wellness accessible. Early members locked in lifetime rates as low as $39 a month. Family members can join for 50% off.
“This isn’t about making fitness elitist,” Davis said. “It’s about making health possible for everyone.”
The Davis family’s commitment to revitalizing the area aligns with a deep history of Black excellence and resilience in St. Paul. Davis’ in-laws owned Malcolm Shabazz Apartments, providing quality affordable housing for 40 years.
“We’re honored to be part of bringing business and vitality back to this area,” Davis said. “This intersection was once the busiest, most vibrant in the Twin Cities. I want to be part of that renaissance.”
Future developments across the street, including a hotel, restaurants, and public spaces, promise to amplify that impact. For Davis, success isn’t measured solely by profits or numbers. It’s about family, faith and service.
“Success for me is my kids seeing us fight through challenges,” she said. “It’s being able to go to Central High School tomorrow to teach students about how to regulate their stress response. It’s knowing that our elders, students and neighbors are walking into Hotworx and walking out healthier.”
Above all, Davis stresses doing what you love and trusting in something greater. “If you can, don’t chase the money. Chase your purpose,” she advised aspiring entrepreneurs. “Pray about it. Ask God to guide you. The money will follow when you’re walking in your purpose.”
For more information, visit www.hotworx.net.
Kiara welcomes reader responses at kwilliams@spokesman-recorder.com.