Learning open-vocabulary physical skills for simulated agents presents a significant challenge in artificial intelligence. Current reinforcement learning approaches face critical limitations: manually designed rewards lack scalability across diverse tasks, while demonstration-based methods struggle to generalize beyond their training distribution. We introduce GROVE, a generalized reward framework that enables open-vocabulary physical skill learning without manual engineering or task-specific demonstrations. Our key insight is that LLM and VLM provide complementary guidance---LLM generate precise physical constraints capturing task requirements, while VLM evaluate motion semantics and naturalness. Through an iterative design process, VLM-based feedback continuously refines LLM-generated constraints, creating a self-improving reward system. To bridge the domain gap between simulation and natural images, we develop Pose2CLIP, a lightweight mapper that efficiently projects agent poses directly into semantic feature space without computationally expensive rendering. Extensive experiments across diverse embodiments and learning paradigms demonstrate GROVE's effectiveness, achieving 22.2% higher motion naturalness and 25.7% better task completion scores while training 8.4x faster than previous methods. These results establish a new foundation for scalable physical skill acquisition in simulated environments.