About Us

Based in Roxburgh, Feinerman's is all about living well

We are a one stop shop offering both a boutique gym and a whole food store

We think fitness and whole foods are a perfect match so we created this unique store where you can indulge in both. There is nothing better than replenishing yourself with food that makes you feel good without the nasty stuff.

Feinerman’s Store

Way back in 1877 this building began its life as a general store and now it is a unique space operating as a whole food store, a fitness centre and offering health coaching. We started this business so that we could supply healthy products to our local community and offer a fitness facility catering to all ages and fitness levels.

Our goal: The goal was (and still is) to provide a service where the local community and visitors are given access to a non-intimidating exercise facility and food that nourishes the soul including organic goods, craft chocolate and a great range of healthy snacks.

Meet the Team

My husband Carl and I spent a year renovating this building so that it has a place of pride on the main street of Roxburgh. We are building a business and service from something that we love while focusing on being as environmentally responsible as we can. We hope that you enjoy stepping into our business and enjoy a slice of Central Otago history and some delightfully healthy treats.

About Sally

My background includes a successful career as manager of the acclaimed Queenstown Winter Festival and this position offered me a particular understanding of how stress plays a major role in our health. After finishing the Winter Festival in 2009 I decided that I wanted to not only reduce stress in my life but assist others to do the same in their life too.

You might be surprised to learn that it is my own health struggles that has lead me to where I am today – In 2011 I never expected that I would be struck down with a heart condition that required me to have a pacemaker fitted.

It would have been easy to let this setback slow me down, instead I turned this challenge into motivation to live life to the full, and encourage others to do the same. I have run 4 marathons since getting my pacemaker and haven’t looked back.

In 2017 I was diagnosed with SIBO (Small intestinal bowel overgrowth). This lead me to complete a Gut Health Course at the Institute of Integrated Nutrition which has given me expertise in the understanding of the fundamentals of digestive and gut health, the factors that can influence conditions of gut imbalance, and the dietary and lifestyle choices that may promote optimal health.

My Passion

Today my passion is running, hiking, biking and exploring Central Otago with my husband Carl. We were attracted to “Central” for the vast rocky outcrops, the big open spaces, the magic blue colour of the mighty Clutha river and the outstanding bike trails right on our door step.  If you get some free time and want to explore “Central”, the place we call home, then drop in and see us at Feinerman’s store on the main street of Roxburgh and we will point you in the right direction. We may even send you off with some healthy goodies from the store to take on your adventure!

On the 5th November 2017 I fulfilled my dream of running the New York Marathon.


Double diploma in Fitness & Business – Max International College of Fitness

Certificate of Integrative Nutrition Health Coach – Institute of Integrated Nutrition, New York.

Certificate of Integrative Nutrition – Gut Health Course – Institute of Integrated Nutrition, New York