He's promising the perfect "con body."
Coss Marte was dealing drugs at the age of 13, sitting on a milk crate in front of a bodega on the Lower East Side. He sold cocaine and marijuana and hid it in a fire box on the corner.
At age 19, he claims was making more than $2 million a year. He was caught and went to prison. While there he came up with a business plan for a prison workout.
"I wrote out a basic business plan while I was in a prison cell," Marte said.
His gym now offers prison-style workouts on Broome Street on the Lower East Side of Manhattan. Classes are packed and people workout behind bars, surrounded by barbed wire drawings.
Marte says all of the money to open his gym was legitimately earned. He admits it was difficult to get investors because of his past.