Building a thriving boutique fitness studio is a tough task. Nowhere is that truer than in New York City, where intense competition, high turnover and cost pressures drive many studios out of business in just a few years. 

Noam Tamir, founder of TS Fitness in Manhattan’s Upper East Side, has cracked the code on how to find long-lasting success as a boutique fitness owner in the Big Apple. 

A former Crunch Fitness personal trainer, Tamir established TS Fitness (an acronym for “together stronger”) back in 2011, growing it into a mainstay of Manhattan’s boutique fitness scene with around 160 members.

TS Fitness offers one-on-one personal training and group fitness classes, but the core of its business is “semi-private personal training,” small group sessions that combine the individualized attention of personal training with the community-building camaraderie of a typical large group fitness class.

Athletech News spoke with Tamir about his approach to building a fitness business that lasts, the advantages of semi-private training, and why TS Fitness has been able to resonate with clients for over a decade.

This conversation has been lightly edited for clarity and length. 

Athletech News: Can you tell us about yourself and why you decided to create TS Fitness?

Noam Tamir: I was born into a family that valued community. We were very close and traveled a lot, staying in hotels and eating at different restaurants, so I grew to admire good service. I also grew up with a very athletic father who was an incredible soccer player. He got me into sports at an early age and didn’t let me quit. I eventually excelled at soccer and was a track runner, which is how I fell in love with weight training. I started weight training when I was about 14 years old in my friend’s basement. Not only did it help me with sports, but it helped me build confidence. 

I thought I was going to go into the hotel business, but once I realized the hospitality business meant working weekends and holidays, I decided to explore fitness. While I was getting my master’s degree at NYU, I became a personal trainer to earn some money between classes. I started part-time at my local Crunch Fitness, working my way up to Personal Training Manager. I did that for about five years, but wanted to go out on my own

I started my own private training business, basically running around all four corners of Manhattan. One day, I thought, ‘There needs to be a smarter way to do this.’ So I decided to open up my own gym down the block from where I originally started my career at Crunch. I had no idea what I was doing (at first) and made tons of mistakes, but I learned from them. That was the start of TS Fitness in 2011. We outgrew our 1,000-square-foot space and in 2015, we expanded into a space that’s roughly about 2,000 square feet. We’ve been here ever since.

ATN: What has allowed TS Fitness to stay competitive in New York City, a notoriously crowded market for boutique fitness?

NT: Community, which is one of our core values. We currently have 160 members, so they’re seeing the same people. Any person who’s willing to share time in that type of intimate setting, which for us is six people or less (in a typical semi-private class) is going to start creating relationships. 

A big part of that community is our team. Our coaches are experts in creating camaraderie. We do an icebreaker at the beginning of each class during warmups. We’re keen on bringing what I like to call “certified good people.” People can come in having all these certifications, but if I sense that you have an ego, or my fitness manager senses that you have an ego or that you’re not a team player, we don’t continue the interview process. We make sure our people are very humble and that they’re team-oriented, that they remember people’s names, shake hands and ask people how they’re doing.

ATN: How does TS Fitness drive community – and also business success – with its semi-private training model?

NT: I came from a one-on-one training background. I always loved community, and I thought to myself, ‘How can I impact more people?’ The answer was group fitness classes. But it’s so fast-paced that you become more like a cheerleader and not a coach. 

Back in 2013, I discovered semi-private training. I trained a few people together, progressing them through a structured workout. It’s an incredible business model because when you train somebody one-on-one, your whole hour is taken up by that one person. If they need to move their session, if they get sick or they stop training with you, you’re losing a huge amount of revenue and the flexibility of your time. 

With this model, as long as you stay above two or three people in a session, you’re going to do great. So I was able to charge less, have people train with me more and control my time while still giving members a custom experience. I feel like it’s a win-win-win. We went from offering five of these semi-private sessions to now offering over 70. 

ATN: What does a typical TS Fitness workout look like?

NT: We have a very structured program that progresses. Progression of exercises is important in creating results. You can’t do the same thing or the body adapts, but if you’re constantly changing the exercises, the member doesn’t learn how to do the fundamental movements properly and they can’t progressively go up in weight. Progressive overload is how the body builds more muscle tone.  

We start with foam rolling to release tension and allow the members to build rapport with other members. Then we go into mobility movements and a dynamic warm-up to get their nervous system, joints and muscles prepped for the workout ahead. We then get into strength training, which is divided into 3 blocks with two exercises each. Typically we do a lower body movement followed by an upper body movement. We then finish with a metabolic circuit that includes the core, cardio and sometimes some arms.  Every month the program changes and the exercises get a little more challenging. This keeps the progress going and helps the members learn new skills.  

ATN: What is the demographic profile of a typical TS Fitness member?

NT:  About 70% of our members are female that range between 30-50 years old. They have a variety of fitness levels; the program is customizable and we start people at different levels if they’re more advanced. We love working with beginners because we can make such a great impact on them and teach them proper ways to lift.

ATN: Looking back on your journey over the last 13 years, what are the biggest challenges in running a successful boutique fitness studio?

NT: One of the biggest challenges is keeping a constant flow of leads coming in and retaining members. It’s challenging because New York City is such a transient place, people will leave after four or five years. Especially when they want a family and need more space, they’ll move to the suburbs. 

You’re also in New York City, which is the most competitive city in the world because of the high concentration of gyms, although you have a huge concentration of people. You’re dealing with very high overhead, you need to pay your staff competitively and advertising is very expensive. You have to be doing Google ads, Facebook ads, referral programs and establishing joint ventures with local businesses. You also have to be running different challenges and offers, every month, if you want to be able to not just survive but thrive. There are a lot of companies out there that are just surviving. I’m completely bootstrapped and I’ve built this up into a seven-figure company. That’s taken time, but we’re doing some good numbers so we’re able to take care of our staff and create a good vision for the future.

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Barry’s has promoted Jonathan (JJ) Gantt to co-CEO to serve alongside Joey Gonzalez as the popular boutique fitness brand eyes domestic and international growth.

Gonzalez and Gantt will work collaboratively on strategic initiatives to drive growth. Gantt has been at Barry’s since 2018, first as chief financial officer and later as president. Barry’s characterizes the pair as a true “left brain/right brain” partnership, each leaning into their functions and departments of expertise  

“Over the past 6 years, JJ has been my partner through tremendous growth and through the survival of a global pandemic,” Gonzalez said. “Together, we invested in the systems and infrastructure to prepare us to emerge stronger than ever. I’m beyond excited to formalize this partnership with his new Co-CEO role and to continue professionalizing the business, while maintaining its entrepreneurial spirit and brand equity.”

Before joining the Barry’s corporate team in 2018, Gantt was first introduced to the HIIT brand as a client.

“Nearly a decade ago, I walked into the Barry’s Chelsea studio looking for the Best Workout in the World. Not only did I find what I was searching for, I also found a global fitness community that inspires me every day,” Gantt said. “I am incredibly excited to continue to partner with Joey and the entire Barry’s team in the pursuit of our vision to transform lives worldwide. See you in the Red Room!”

Barry’s also had a recent executive departure: Jenna Hauca, Barry’s vice president of digital, left the brand to take the chief marketing officer role at CrossFit. Hauca spent more than five years at Barry’s, where she led global marketing, and formerly worked at Generator Media + Analytics in New York. 

Domestic & International Expansion

Barry’s has been focusing on expansion. At the beginning of this year, the company operated 84 studios across 14 countries and recently announced additional studio locations in Israel, Bahrain, Barcelona, and Egypt. It’s also developing new territories in the Middle East, including the UAE, which has three operating studios, Qatar, Kuwait and Lebanon. 

In an interview with Athletech News last year, Gonzalez stated that he believed Barry’s could quadruple its current studio footprint in the U.S. before 2030, which would put it at around 200 domestic studios.

That expansion includes areas like Scottsdale, Arizona, which is likely indicative of Barry’s plans to branch out and open more studios outside of major U.S. markets.

Partnering With Top Brands

Barry’s has also been focusing its efforts on new partnerships. Starting this week, Barry’s and Oatly partnered to bring the beverage brand’s Unsweetened Oatmilk to Fuel Bar menus in Barry’s studios nationwide.

The oatmilk will be featured in a post-workout shake on Fuel Bar menus, called “That Shake with Oatly In It.” Barry’s members are invited to join weekly themed Oatly classes at all U.S. studios on Monday, March 25^th, where they will be rewarded with a complimentary post-class smoothie. The partnership began on Monday, March 18, and runs until April 22. 

The brand also recently added Ouai Haircare as its newest wellness partner. Ouai’s hair and body products are available in Barry’s locker rooms nationwide. This past fall, the fitness company partnered with Factor, a prepared meal delivery service, and Therabody to feature its recovery products in all U.S. fitness studios.

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Blueshift Nutrition, which offers a full line of nutritional supplements delivered in drink form, is extending its outreach, agreeing to a deal to place its products across Xponential Fitness’ family of nine boutique fitness brands. This includes Club Pilates, CycleBar, YogaSix, Row House, Pure Barre, Rumble Boxing, BFT, StretchLab and AKT locations.

Blueshift’s Superblend drinks will headline these offerings. Superblends combine superfoods with science-backed nutrients in liquid form via dissolvable pods, which Blueshift says overcomes the limitations of nutritional pills or gummies.

According to Blueshift, Superblend flavors vary and are less sweet than typical sports nutrition and wellness products, giving them a “craft mocktail” taste. The drinks also have no added sugar or artificial sweeteners. They break down into 12 different categories, focusing on elements such as immunity, digestion and gut health, bone and joint health, alcohol detox and liver support, women’s health and beauty from within, just to name a few. 

“We are thrilled to be partnering with Xponential to bring our Superblends to their diverse community of fitness enthusiasts in the United States,” said Paal Gisholt, CEO of Blueshift Nutrition. “This collaboration aligns perfectly with our mission to promote peak performance and healthy aging while making supplements easy and enjoyable to take.”

Delicious Living magazine recently awarded the Blueshift supplement line seven consumer and retailer favorite awards — the most of any supplement or functional beverage brand. Winners included Blueshift Electrolyte as Favorite Sports Nutrition Product, Blueshift Turmeric as Best New Supplement and Blueshift Sleep as Favorite Functional Beverage.

Xponential’s partnership with Blueshift comes as other boutique fitness brands have done similar nutrition-focused collaborations.

Ascent Protein recently agreed to a deal with Orangetheory Fitness to put its protein powders in OTF studio locations. Barry’s also has a partnership with Factor to place the brand’s ready-made meals in its studios nationwide.

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OutFit Training knows the benefits of taking the road less traveled, in a figurative and literal sense. Offering individuals affordable, outdoor workout experiences rather than a packed basement with bad WiFi, fluorescent lighting and that ubiquitous rubber smell, the brand’s world-class gyms on wheels are changing the way we conceptualize fitness. 

With its fleet of customized fitness vans, OutFit pulls up to lots, parks or even your front door with TRX equipment, expert trainers and energy-pumping music to offer a one-of-a-kind outdoor workout experience. Users are connected to trainers and vans, and directed to training ground locations via the company’s mobile app. There, users can also book, pay, and check in to the workout experience of their choosing with just a few clicks.

“To my knowledge, there’s nobody doing what we’re doing in the outdoor environment,” said OutFit Founder and CEO Randy Hetrick, who also founded TRX Training. “You’re out in the elements, you get the sun on your face, the wind in your hair. We train in scenic, public places that are outdoors and inspiring.”

Building Culture & Community

With such a niche product, a tight-knit community has started to surround OutFit. Brought together by shared goals, Hetrick noticed a sense of camaraderie among members. The endorphin boost that comes with being outside only makes the kinship that much stronger. 

“There’s something about being outdoors, in the elements and with your tribe,” Hetrick said. “We have a very strong community at OutFit. You’re meeting up outdoors with a bunch of people that you know and like. You all have a common purpose to take care of yourselves out there, and the elements add something to that experience for sure. It’s a little bit burly. You all get out there and get after it.”

That sense of community persists after workouts as well. Members even take it into their own hands to set up social events, which further strengthens the OutFit community. While an OutFit workout session is what initially brings members together, the activities they conduct together aren’t all built around workouts.  Member gatherings spring up around philanthropic causes and social events, too.

“Since members tend to live in the hyperlocal areas near the parks and parking lots where we deliver our services, you see many of the same friends at your regular workouts,” said Hetrick. “It’s funny, we’ve had a ton of member-organized socials, where they’ll get together and do a beach cleanup or something else fun. We have relationships with restaurants, where we’ll go and we’ll do a class outside, then go inside and have food and drinks.”

Serving Those Who Serve Us

OutFit’s community is also strengthened by the inclusion of active-duty municipal First Responders and their immediate family members, who get free memberships. OutFit also offers discounts for active duty and veteran members of the Armed Forces.

“Police, fire, EMT, we take care of them,” said Hetrick. “It brings together the First Responders with the members of the community they serve. That adds a cool element to what we do. It’s an opportunity to step up and take care of the people that take care of us.”

Those discounts also extend to OutFit’s franchising program, which is a new point of concentration for the company in 2024. Spouses of active duty military members, military veterans, and active or veteran first responders are offered a 25% discount off the company’s initial franchise fee.

Being a former Navy SEAL, Hetrick understands how many individuals in those communities have the right attitude, talent, and drive to be successful entrepreneurs, but may need a helping hand on the business side of things. OutFit provides that to its franchisees.

“You have these great, motivated, talented folks that just don’t enter the business world with a lot of capital or experience,” said Hetrick. “They have great professional experience and leadership, but may lack formal business experience. That argues for a franchise structure where you’re getting a ‘business in a box.'”

“You’re also getting a partner in the franchisor who can help you learn the ropes,” he added. “A lot of the answers are already there. You just need to execute the play in the way that brings your own flavor and personality.”

Why OutFit Is for Everyone

OutFit’s community is poised to grow even further in the coming years given the company’s low cost of entry and flexible business model. OutFit’s mobile training vans enable multiple revenue streams (ie. large group classes, at-home personal training, and corporate wellness services) and also allow great flexibility in choosing locations, rather than being tied to a single physical location.

“Mobility offers you great flexibility and also buys you the room to make some mistakes that aren’t fatal,” said Hetrick. “If one location doesn’t work as well as you expected, you just drive down the road half a mile and go to another location. With brick and mortar, that’s not an option.” 

The vans also allow OutFit to branch out and attract new members by providing several different types of services around the community. Franchisees could host a large group fitness class early in the morning at the park, then drive to a grade school parking lot to train a small private group of moms or dads after drop off, before heading to a client’s house for a 1:1 personal training session.

After lunch, you might head to the nearby high school to train an athletic team and then hand off the van to another coach to head back to the park for the evening large group classes.

On the financial side of the equation, the vans simply eliminate a large percentage of the initial costs that come with starting a new business. And the low overhead model also allows franchisees to see profit far earlier than they likely would in leasing a traditional brick-and-mortar gym location. Those cost-savings trickle down to members in affordable membership rates.

“When you don’t have brick and mortar, that reduces an entire layer of fixed expenses,” said Hetrick. “Generally one of the challenging things about the brick environment is that you’re personally guaranteeing a five to seven-year lease. The beauty of the OutFit model is that it’s such a low cost of entry and the operating expenses are so low, the business can reach monthly profitability quite quickly, with a small  number of members.”

Those savings from the top allow OutFit to offer what Hetrick believes is the most affordable boutique fitness membership on the market. Members get outdoor inspiration, expertly led classes, a sense of community, and convenient nearby locations, all for just $99 per month for unlimited classes.  

The post OutFit Training Is Building a Unique Outdoor Fitness Community appeared first on Athletech News.

F45 Training has been on an upswing as Tom Dowd nears his first anniversary as CEO of the functional fitness franchise, which just announced itself as the exclusive fitness provider for Ikon Pass holders for the 2024-2025 winter season. The partnership will include discounts and special fitness programming.

Ikon Pass, owned by Alterra Mountain Company, offers avid skiers and snowboarders the “ultimate pass” to access some of the best mountains, such as Steamboat, Mammoth Mountain and Big Bear.  

Encouraging adventurers to “experience the F45 difference,” the functional fitness brand welcomes Ikon Pass holders with an exclusive 14-day trial for $14 at select studio locations in the U.S. and Canada. The partnership is ideal for snow sports enthusiasts who rely on HIIT and functional training in the offseason to safely shred and carve the slopes, F45 notes.

“In collaboration with Ikon Pass, F45 expands its reach – even now going so far as literally summiting mountain tops – to ensure everyone has access to today’s strongest offering in functional fitness,” Dowd said. “We have no doubt that Ikon  Pass holders joining the F45 family ahead of the upcoming season will only strengthen their athletic aptitude and help them reach their overall wellness goals, both on and off the slopes.”

In the coming months, both F45 and Ikon Pass are teaming up with collaborative athletic programming that will be available both digitally and in-person at F45 nationwide.

“F45’s exercise approach is a clear benefit for winter sports enthusiasts as they condition for all mountain activities,” said Ryan Blanchard, vice president of brand partnerships for Alterra Mountain Company.

Athletech News recently spoke with U.S. Army combat veteran and F45 training athlete Noah Galloway about the functional fitness franchise’s future and its new leadership under Dowd. Galloway notably emphasized F45’s commitment to inclusiveness and unique workouts. 

“What new CEO Tom Dowd and the team are creating is purposeful, they want it to feel more family-oriented,” he said. “They wanted to be very inclusive, warm and inviting. I think that we’re about to make a huge splash in the fitness world.”

F45 also entered the new year with news that Mark Wahlberg, investor and chief brand officer of the functional fitness brand, will expand the franchise in the Boston area, investing in his own F45 studios in partnership with Club Sports Group.

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Club Pilates, the wildly successful Xponential Fitness-owned brand, has hit a new record with the opening of its 1,000th location, in Portland, Oregon, underscoring Pilates’ position as one of the most in-demand fitness modalities.

On Xponential’s recent earnings call with investors, executives noted that Club Pilates experienced the strongest license sales in 2023 (361), followed by StretchLab (159) and BFT (149). 

“From 30 open locations in 2015 to opening the 1,000th nine years later, this milestone is a true testament to the incredible growth the brand has experienced and the impact Club Pilates has in the lives of our members and communities across the globe,” said Mike Gray, president of Club Pilates, which has a presence in 12 countries.

Prior to Gray leading Club Pilates, Shaun Grove helped catapult the brand to worldwide recognition alongside Xponential founder and CEO Anthony Geisler until Grove’s departure in 2021 to become president of Rumble Boxing, another Xponential brand.

In honor of its continued success, Club Pilates nationwide will host Millennia parties with members and staff to mark the milestone while also celebrating individual studio achievements.

“We’re thrilled to celebrate this moment with Club Pilates Grant Park, (Portland) which is particularly serendipitous, as the franchise owners are one of our earliest franchise groups, opening their first studio in 2013, and have partnered with us extensively to become our second largest franchise group in the Club Pilates System,” Gray said.

“This celebration would not be possible without the inspiring dedication of our franchise partners, studio teams and corporate team alongside our proven business model, which has helped continue to propel our growth forward and change lives,” he added.

Keely Watson, franchise owner of Club Pilates, Grant Park, emphasized the pivotal moment for the low-impact Reformer-based fitness brand.

“It’s been an incredible journey over the last ten years since we opened our first studio, which was the 13th location for Club Pilates,” Watson said. “Seeing the brand grow and bringing Pilates to so many people worldwide has been truly inspiring. We’re incredibly grateful for the opportunity to make Pilates accessible for our members and provide our staff with chances to grow in the industry across our 30 locations in two states.”

Watson added that the plan moving forward is to bring Pilates to even more communities, confirming that her group alone has 45 additional studios currently in development.

A hit in both urban and regional areas, the Pilates brand has opened in nearly 50 states in the U.S. and has been growing internationally with a master franchise agreement in France. Additional agreements are in development in Austria, Ireland, the Netherlands, Portugal, Qatar, New Zealand and Switzerland.

In addition to its success on land, the popular fitness modality has also made its way to the high seas as part of a partnership between Xponential Fitness and Princess Cruises, dubbed ‘Club Pilates at Sea.’ One upcoming adventure sets sail this August for a weeklong scenic cruise in Alaska, offering a full range of Club Pilates classes led by top instructors.

Fitness entrepreneur Allison Beardsley, founder of Club Pilates, has since moved on to launching Red Light Method, a boutique fitness experience that combines red light therapy with exercise. 

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Power Plate, the world’s leader in vibration technology, knows a thing or two about “versatility.” The brand’s iconic whole body vibration platforms are widely known for their wide range of benefits, regardless if they’re being used for warm up, workout, recovery or therapy applications. 

Once a user steps on a Power Plate, its patented, tri-planar PrecisionWave technology causes the body to reflexively respond to tiny vibrations which activates muscles, burns calories, improves circulation and helps speed muscle recovery. Members simply perform exercises – that are typically done on the floor, standing, leaning or sitting – on the Power Plate instead to reap the benefits of vibration. 

However, the “who” for Power Plate is just as versatile as the “how.” 

Reaching More Women With Group Fitness

“If you look at industry statistics, group exercise participation is skewed very heavily towards women,” said Garry Lewis, Director of Commercial Sales at Power Plate. “Whether it’s Pilates, yoga, suspension training or another format, females make up somewhere around 80% of all group exercise participants.” 

“The extreme versatility of Power Plate allows operators to offer a variety of classes” Lewis adds. “And once you start to use it, people realize how easy and enjoyable it is to use Power Plate. This makes it easy to teach and ensures your members will leave class feeling great. It’s a perfect complement to virtually any other therapy or fitness modality.”

Power Plate’s flexibility also extends to strength training which is a recent trend experiencing a noticeable surge in popularity among women, especially with those 55 years or older. 

“Once people discover the difference with Power Plate they quickly realize how it complements every aspect of their training”, says Lewis. 

A Complete Solution for Studio Owners 

“Power Plate offers extreme versatility and programming options,” Rachel Blumberg, founder of PLATEFIT, stated. “We offer a 27-minute Power Plate class to our members in a variety of different workout formats – including boot camp, dance, ballet, boxing, kickboxing, sport, yoga stretch, and more.”

“Using Power Plate has allowed us to find a point of difference compared with traditional boutique fitness businesses,” adds Donna Cyrus, former SVP of Programming for Crunch Fitness and co-founder of Vibez Fit, a Chicago-based Power Plate studio. “Vibration adds a whole new dimension to the strength, barre/Pilates, boxing and HIIT classes we offer. Power Plate has allowed us to become very creative.”

Other Operators agree, including Allison Beardsley, founder of Club Pilates and current Co-Steward of Red Light Method. 

“Power Plate’s versatility and effectiveness have been a game-changer for Red Light Method, and we’re proud to partner with the industry leader,” she said. “Power Plate’s superior quality made it the clear choice for our treatment protocol, ensuring unparalleled results for our members. With Power Plate, they experience even greater benefits than those seen in the clinical trials.”

Sara Dant, Owner of Fit For You Naples, added, “At Fit For You Naples, our mission is to lead with personalized fitness solutions that meet the individual where they are. Power Plate has allowed us to elevate this personalized approach, offering a versatile and effective tool that adapts to various fitness methodologies. It exemplifies our leadership in creating innovative, tailored fitness experiences that drive results.”

Programming & Marketing Support

Power Plate’s support goes beyond just providing hardware. The brand recently established a programming support initiative for new businesses looking to get started with its equipment. This makes Power Plate products very easy to adopt.

“We don’t want our customers to reinvent the wheel if they don’t have to,” said Lewis. “Power Plate provides group training class templates to operators for them to customize to meet the needs of their business and member base. Putting programs together can be challenging, time-consuming and expensive. But by having that program support there, it takes another thing off their list.”

The programming support makes Power Plate a personable tool as well, meeting operator needs high and low. Angelique Gorges, founder and owner of Vibe 28, attests to that. 

“Power Plate perfectly complements Vibe 28’s mission to provide innovative, customizable wellness experiences,” she said. “It’s more than a machine; it’s a catalyst for unlocking members’ full potential and creating a vibrant community.”

“If they need marketing support, too, we’ve got this wonderful portal from which operators can access hundreds of videos, images, and other assets to help with their marketing efforts” Lewis adds.

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The BXNG Club, a San Diego-based chain of luxury combat-based fitness clubs, has initiated a funding round with the hopes of securing $2 million to advance its strategic expansion plans. 

Adding to its four San Diego locations, a high-design facility in the Arts District of Los Angeles is slated to open in the second half of this year, complete with two boxing rings, 50-plus heavy bags and specialty bags, a tailored grappling area, a functional training space with Olympic lifting platforms, a weight room and a cardio deck. 

A wide range of 45-minute fitness classes are available, including boxing, Muay Thai, Jiu-Jitsu, kickboxing, cycling, yoga and cardio and strength workouts. Clients will have access to upscale locker rooms, saunas, towel service, and an exclusive members lounge. The brand also offers one-on-one personal training.

An early bird membership is available for the LA-based club at $139/month or $1,399 for a founding member annual membership.

“BXNG and Los Angeles are made for each other —- we are bringing our innovative fitness concept, an unmatched level of coaching and a focus on member experience while LA brings unparalleled fitness-focused culture,” said CEO Artem Sharoshkin, who was named CEO of The Year by San Diego Business Journal. “Together, we will create a chemistry for success,” 

Sharoshkin has had an interesting journey, from an 18-year-old taking a kickboxing class to joining as an employee, working his way up the ladder at what was once known as The Boxing Club. By 2014, Sharoshkin had become the owner and rebranded The Boxing Club to The BXNG Club, telling The San Diego Tribune in 2022 that he has ambitions to grow the brand nationally. 

The BXNG Club says it’s pursuing aggressive expansion that includes locating spaces with existing infrastructure, negotiating creative leases with landlords impacted by COVID-19 and sourcing under-market-value real estate deals. 

A limited number of equity investments are available to accredited investors, with a minimum investment of $50,000. All-access memberships are included for investors, including discounts on personal training and branded apparel.

The post BXNG Club Seeks $2M for LA Expansion, More appeared first on Athletech News.

Hapana is adding to its gamification arsenal, launching a new “challenge” app feature for boutique and group fitness studios. The all-in-one fitness software provider is partnering with Strong Pilates, helping to launch the Australian brand’s inaugural “Feel Strong” running challenge that goes until March 26th.

With the challenge feature, Hapana now allows operators to stoke the competitive fires of their members, spurring engagement and retention. 

The platform allows boutique fitness studios to set up group challenges either with fixed time frames, like Strong Pilates has done, or via a purchase-based start for individual enrollments. After that, operators can add goals or levels for members. Screens illustrate progress along the way, tracking metrics and displaying them with visually captivating graphics. Users are also permitted to share their achievements across social media.

“Challenges are essential for boutique and group fitness studios, fostering engagement and member retention,” said Jarron Aizen, CEO and founder of Hapana. “Existing software solutions haven’t kept pace with evolving market dynamics, and Hapana is here to bridge that gap. We are proud to offer the best member app in the market, continuously innovating while other providers lag behind.”

As gamification often does, Hapana sees the launch of challenges as an opportunity to give gym-goers more in terms of helping them reach their fitness goals. That leads to benefits for operators as well. 

“The challenge app, with the potential to engage thousands of members simultaneously, empowers them to track their progress, hold themselves accountable, and stay motivated – not just for challenges, but also for trials and overall fitness goals,” Aizen added. “This fosters a sense of community for our customers, ultimately driving member conversion.”

Having gotten the first crack at the feature, Strong Pilates was quick to agree. 

“Hapana’s challenge capability is game-changing for our business, and we are incredibly grateful to the Hapana team for delivering this innovative solution,” said Michael Ramsey, co-founder of Strong Pilates. “The challenge app is not just a feature; it’s a powerful tool to engage our members, welcome newcomers and ultimately convert them into loyal members of the Strong Pilates family.”

This launch represents another win in what’s already been a successful past five years for Hapana. Since moving its base of operations from Sydney to the United States in 2018, the software provider has twice doubled in size, partnering with top brands like F45 Training, Body Fit Training (BFT) and Gold’s Gym alongside Strong Pilates. 

The post Hapana Launches In-App Group Fitness Challenges appeared first on Athletech News.

Solidcore has redefined Pilates by upping the ante. The popular boutique fitness brand is known for its 50-minute, high-intensity resistance training workout that uses reformer machines and for its focus on “breaking down muscles to failure” to develop strength.

Although it uses Pilates-inspired reformer machines, Solidcore (officially branded as [solidcore]) makes clear that the workout is not strictly Pilates. Instead, it’s a core-focused strength workout that targets different body parts based on each class’s programming.

Athletech News tested Solidcore to see if the “world’s hardest workout” can live up to its hype. 

Inside the Workout

Even as someone who works out frequently, I found Solidcore workouts challenging and scalable. The instructors speak throughout the entire class and give instructions to up the ante and lower the intensity for varying skill levels. The brand now offers a “Starter50” class to help beginners with foundational movements.

“This is for anyone who is new to the workout, revisiting after an injury, or anyone who wants something slower paced with more time dedicated to their form,” Taylor Bogenschuetz, director of training and development at Solidcore, told Athletech News,

The workouts begin and end with core exercises, which often take the form of planks. One of the best parts of Solidcore is that the instructors offer a more difficult version of the workout upfront and then offer modifications. This creates a challenging baseline for most class-goers, with the instructor offering ways to scale up and scale down for most workouts.

Strength Training in a Different Way

Solidcore accesses often-unused muscles through the reformer machines, which can help develop overall strength and stability. Because of the usage of these neglected muscles, the instructors give instructions on how many springs to apply (which changes the resistance level) based on the number of Solidcore classes each user has attended.

As a newbie to Solidcore, I sometimes found those instructions to be too easy based on strength I had built outside of the studio, but the instructors continued to encourage leveling up or down.

Because it focuses more on stability and toning, Solidcore likely will not replace traditional strength training in most people’s routines, but it will likely improve performance in all types of sports and workouts, as well as tone and lengthen muscles. 

I also appreciated Solidcore’s no-frills nature. There were not too many mantras reiterated in the classes, apart from its mission of embracing failure. The class was one of the more efficient I’ve taken. Even though I didn’t sweat too much in each workout, I found myself sore for days afterward. 

Price Points

One of the biggest downsides of Solidcore is its premium price point. Pricing varies by location, but in larger cities, it costs around $40 for a single class.

In some New York City locations, a monthly unlimited pass is around $430 at several popular locations, which comes out to $26 per class if attending four times per week. Solidcore does offer discounts for students, teachers, healthcare workers and military personnel, which can be around 25% off.

Another downside of the studio is that it does not provide showers to class-goers, unlike many competitors. The bathrooms are stocked with hair and skin cleansing products for freshening up. Although class-goers likely will not sweat as much as they would at a HIIT workout class, for those heading right to work or another event, this could be an inconvenience. 

Lastly, I (and some others I observed in the classes I attended) had issues with the reformers—namely the reformer handles. In one class, I had to switch machines because the handles were not working properly, but the instructor helped me do so promptly. It seemed like the cables for the handles sometimes became caught within the machine and did not pull properly. 

The Verdict

Solidcore is an efficient, effective workout that, while not cheap, could be one of the most challenging boutique fitness classes for those looking to strengthen and stabilize all muscles. 

The post Studio Spotlight: Solidcore Will Challenge Your Mind & Muscles appeared first on Athletech News.

Word-of-mouth and local reputation are the lifeblood of any small business. This is especially true in the competitive world of boutique fitness, where brands are only as strong as their members.

Body Fit Training (BFT), a strength and conditioning concept born in Australia and acquired by Xponential Fitness in 2021, is quickly striking a chord with North Americans not only for its science-based workouts but for its ability to foster connections among members, instructors, and franchisees.

BFT classes feature 50 minutes of strength and conditioning movements performed in groups of up to 36 people. Classes include compound weightlifting exercises like deadlifts, bench presses, and kettlebell swings, along with bodyweight movements and cardio work. Members can expect to use strength equipment including barbells, dumbbells, trap bars, power racks, kettlebells, rowers, SkiErgs and more

As the benefits of strength training continue to gain mainstream acceptance, fitness enthusiasts from all walks of life are becoming drawn to BFT’s blend of group camaraderie and effective, progressive eight-week programming. 

Under Xponential’s guidance, BFT has already sold nearly 300 licenses in North America, with more than 30 studios already opened. 

Athletech News spoke with some of the first BFT franchise owners in North America to get their thoughts on why they entered the fitness business, what their experience has been like with BFT so far, and how they’re building powerful communities of dedicated members. 

California Couple Finds Their Franchise Fit

Arjun and Rakhi Jagadish, a married couple from Yorba Linda, California, decided to go the franchising route in hopes of transitioning out of their corporate jobs. The couple wanted to start a franchise that would not only be financially viable, but would have a positive impact on their community and could turn into a family business they could one day pass on to their children. 

After meeting with a franchise broker, Arjun and Rakhi chose BFT due to their shared passion for fitness, and because their friends had a positive experience as franchisees of another Xponential brand, YogaSix. 

The Jagadishes celebrated the grand opening of their first BFT studio in Brea, California, in October 2023. While the pre-sale process wasn’t without its challenges, the couple says they’ve been blown away by how receptive the Brea community has been to BFT’s strength and conditioning workouts. They’ve quickly attracted members of all ages and fitness levels. 

“We have people in their 60s, we have people with disabilities, and they’re doing the workouts next to bodybuilders and college soccer players,” Rakhi says. “We have a lot of couples, too.”

“You’ll see a 20-year-old guy taking a class next to a sixty-year-old, and they’re both getting their butts kicked,” Arjun adds.

People also use BFT workouts to get through challenging periods in their lives, finding community along the way. One of the members at BFT Brea has used group fitness to help him overcome an alcohol problem, for example.

“He’s told us how BFT and being consistent in working out has completely changed his life,” Arjun says. “He looked so much happier and healthier in just a month.”

Other BFT Brea members use group fitness as a way to get strong for important life events, such as motherhood. 

“One of the members that we’re most proud of is one who joined us when she was eight months pregnant,” Arjun recalls. “She worked out until the day her water broke, which broke when she was walking back to her car after class.” 

Everything went smoothly during the delivery, and Mom was eager to get back into class.

From Healthcare Exec to Fitness Owner

Kevin Boesen, a successful entrepreneur in the healthcare space, felt the itch to get back into business ownership after selling his company to a larger firm. After identifying fitness as a promising sector, Boesen chose BFT due to Xponential’s track record in scaling other brands and because the BFT workout aligns with his own fitness interests as well as industry trends toward strength training. 

Boesen signed a deal to bring three BFT franchises to Tucson, Arizona. He opened his first studio in October 2023, with another in Pre-Sale and a third in the works. 

At his first location, Boesen’s experience has been similar to that of the Jagadishes: people of all ages, genders and fitness levels are attracted to BFT and love the workouts. 

“The biggest surprise is how much the membership loves it,” Boesen says. “I think it fits a niche, and it’s a good opportunity to pick up some (instructor-led) training in a group setting, which helps with accountability and effort. The group setting also offers a more attractive price point than personal training does.” 

BFT’s emphasis on strength training helps the brand stand out in the crowded boutique fitness market, Boesen believes. While strength training has traditionally attracted mostly men, many of BFT Tucson’s members are women; there are plenty of hardcore male athletes as well. 

“There really isn’t another group model where guys can come in and push each other on squats and bench press,” Boesen says. 

It’s not just powerlifters and bodybuilders, though. 

“We’ve got a huge range, from high school athletes to seventy-year-olds who are in it because they know the importance of bone health and cardiovascular health,” Boesen says of his clientele.

The Keys to Franchising Success

The positive experiences of the Jagadishes and Boesen shouldn’t be taken to mean that running a successful BFT is easy. The franchisees have credited much of their early success to hands-on involvement in running their studios, including during the Pre-Sale process. This then allowed them to ramp up effectively and step back into managing their team, who in turn manage the ongoing studio operations.

The Jagadishes, for example, held weekend workouts for two months before they officially opened. This helped members and instructors get to know each other and encouraged word-of-mouth to spread. 

“During the time between our soft opening to our grand opening, we had a lot of members who were referring to their friends and family, saying, ‘Hey, try it out with me,’” Arjun recalls. “It’s grown into what you would really want a boutique fitness gym to be about, the members, the family and the community that we’re building here.”

For Boesen, being aggressive in his marketing approach has helped spread the word in Tucson. This is especially important since BFT is still a relatively new concept in the States.

Boesen leaned into marketing resources provided by Xponential while at the same time hiring a social media manager to run campaigns on Instagram, Facebook and TikTok. He’s also embraced the friendly competition aspect of BFT, launching a contest at the beginning of 2024 to encourage his members to set ambitious fitness goals for the new year.

“Over 100 of our members did it,” Boesen reports. “Some have posted super aggressive goals like reducing body fat percentage, some people want to lose 30 to 40 pounds. Others have pretty aggressive squat goals or bench press goals.” 

Both Boesen and the Jagadishes have an important message for potential franchisees: owning a BFT can be highly rewarding, but you only get out what you put in. 

“I would tell other people to remember your purpose and goal. If you’re just looking for fast money, play the lottery,” Arjun says. “But I think if you put in the work, if you persevere and you’re consistent, the rewards will be there for you.” 

The post BFT Franchisees Build Community Through Group Strength & Conditioning appeared first on Athletech News.

FitLab, the multi-brand performance lifestyle company behind Nike Studios, has some new capital to play with. The fitness platform has secured a $65 million strategic financing facility from Atlas Credit Partners, made up of approximately $35 million funded at closing and $30 million of remaining availability. 

With the capital, FitLab has acquired what the company calls a “cutting-edge fitness equipment manufacturer,” enhancing its ability to weave together all aspects of a customer’s fitness experience and deliver them in a multitude of ways. 

“Our pursuit of excellence extends beyond fitness and wellness innovation, encompassing strategic partnerships that elevate our company,” said Mike Melby, co-founder and co-CEO of FitLab. “We’re thrilled to secure the financing from Atlas to allow us to accelerate our expansion and offer our integrated platform to a broader audience seeking unparalleled fitness experiences.”

FitLab is no stranger to ambitious growth. The company recently agreed to a partnership with GoSaga, an organization that invests in and scales next-gen lifestyle brands across health, wellness, fitness and beauty to launch a minimum of 250 studios across the Northeastern and Mid-Atlantic regions of the United States. 

Right before that, the company inked a deal with Nike to launch Nike Studios, which will include a network of boutique fitness locations, including Nike Training Studios and Nike Running Studios. FitLab also has rights to brands such as Racked, XPT by Laird Hamilton and Gabrielle Reese, and Fast by Conor McGregor. 

Atlas Credit Partners also comes to the table with an impressive track record. The asset management firm has 80-plus years of combined business experience financing cutting-edge, medium-sized institutions such as SoundHoundAI and AST SpaceMobile. They’ve invested a total of over $950 million to date. Atlas agreed to a similar strategic funding deal with wellness brand Hyperice this past summer. 

“FitLab uniquely integrates every channel of the fitness ecosystem into a single, differentiated platform,” said Andrew Sung, head of research at Atlas Credit Partners. “With this acquisition, combined with the company’s ramp of boutique fitness studios and partnership with a best-in-class global brand, we believe that our investment will help accelerate the pace at which the company continues to innovate the fitness experience.”

The post FitLab Accelerates Growth With $65M in Strategic Financing appeared first on Athletech News.

Infinity, beyond fitness, a Miami-based wellness brand encompassing training, nutrition and recovery, has added Dan Monaghan as an investor and advisor as it bolsters its franchising expansion endeavors.

Monaghan, who will accelerate Infinity’s next growth phase, comes to the brand with a high level of franchising expertise, serving as chairman of the International Franchising Association’s IFA Foundation and a board member of the IFA itself.

“It’s a privilege to join the Infinity team during such a transformative phase,” Monaghan remarked. “The wellness sector is ripe for innovation, and Infinity’s comprehensive approach to health is exactly what the market needs. I’m eager to apply my franchise knowledge to amplify Infinity’s reach, bringing its groundbreaking wellness model to communities nationwide.”

Diego Guimaraes, CEO and co-founder of Infinity, says onboarding Monaghan is a milestone moment for the wellness brand.

“His proven track record in scaling businesses and his passion for making a positive impact align perfectly with our vision,” Guimaraes said. “As we embark on our franchising journey, Dan’s strategic insight will be invaluable in bringing our holistic wellness philosophy to a wider audience, transforming lives one community at a time.”

Hitting on holistic health trends, Infinity, beyond fitness, offers a comprehensive approach to wellness, with personalized plans including Variable Intensity Interval Training (VIIT), nutrition guidance, recovery solutions and community support.

The brand’s Cocowalk location in Miami boats an extensive group training schedule and allows members to access the training studio at any time, even when classes aren’t in session. There is also a recovery zone with an infrared Cocoon Pod, HydroMassage Lounge, zero-gravity massage, Hyperice Normatec compression therapy and other Hyperice recovery products. 

Infinity’s Miami flagship studio is just the beginning, as the health and wellness brand looks to scale and attract franchisees looking to support wellness seekers while enjoying a boutique studio revenue model and multiple revenue streams. The initial franchise fee is $50,000, with a total initial investment of $550,570 – $1,284,250. 

The post Infinity, Beyond Fitness, Ramps Up Franchising Plans appeared first on Athletech News.

Xponential Fitness, the boutique fitness and wellness franchisor overseeing ten brands, opened an average of one and a half new studios each day in 2023 — a feat founder and CEO Anthony Geisler said can continue this year on Thursday’s earnings call with investors.

The leading health and wellness franchisor grew its full-year 2023 revenue by 30% to $318.7 million and grew its Q4 2023 revenue by 27% to $90.2 million, reporting strong growth despite a net loss of $9.1 million in Q4, resulting from restructuring costs from company-owned transition studios, lower overall profitability and an increase in impairment of goodwill and other assets.

“In 2023, we experienced substantial growth on both the top and bottom lines as members continued to demonstrate that they prioritize their health and wellness routines,” Geisler said. “We further streamlined our business and are operating from a position of strength as we leverage our operations.”

Xponential also increased its North America system-wide sales by 36% to $1.40 billion, sold 805 franchise licenses and opened 557 new studios in 2023. Total members in North America grew 21% year-over-year in 2023 to 717,000, while visitation rates increased 31% to 51.5 million studio visits last year. 

“We see this momentum carrying into 2024 and are confident that our optimized portfolio of global brands will deliver considerable margin expansion and operational cash flows.”

Looking ahead to full year 2024, Xponential expects 550 new studio openings and an 8% growth in revenue. 

The Lindora Effect

Lindora, Xponential’s most recent acquisition that signals its push into the GLP-1 and wellness space, took center stage on Thursday’s earnings call.

Based on preliminary findings, Geisler noted that the company sees the greatest similarities between Lindora member profiles and those of Club Pilates and StretchLab, alluding to two of Xponential’s most popular and successful brands. He also indicated that apparel may be added to Lindora’s retail mix and sees the metabolic health brand as a lucrative addition. 

“Given that the average member in Lindora spends more than the average member in our fitness brands, there’s … more wallet share there than the fitness product,” Geisler said. “People that have shown up at Lindora have tried typically some version of weight loss, whether that be diet and exercise or both in the past and so when they come to Lindora, they’re willing to spend whatever they need to spend to get the ultimate result.”

Earlier this month, Xponential sold its treadmill-based interval fitness brand Stride Fitness, which represented less than 1% of its total studios open at the close of 2023.

The post Xponential Grows Revenue 30%, Eyes More With Wellness Push appeared first on Athletech News.

Orangetheory Fitness is merging with Self Esteem Brands, the parent company of Anytime Fitness, in an all-stock transaction, the sides announced Thursday. 

The “merger-of-equals” deal represents one of the biggest fitness industry consolidations in recent memory as Orangetheory, a highly popular boutique fitness brand, joins forces with Anytime Fitness, a big-box gym powerhouse with a presence across the globe.

The new, combined company will represent $3.5 billion in systemwide sales and around 7,000 franchise locations across 50 countries and territories spanning seven continents, the sides said. 

“From our simple beginnings in 2002 with the first Anytime Fitness club, we’ve enjoyed rapid growth worldwide thanks to both the power of small-business franchising and our mix of brands that meet ever-increasing demand for more holistic and personalized health and wellness services,” said Chuck Runyon, co-founder of Anytime Fitness and CEO of Self Esteem Brands.

“With this merger, we will enrich even more people around the world through franchising, community and the services they need – now and in the future – on their personal health and wellness journeys,” Runyon added.

Self Esteem Brands recently reported strong revenue growth and franchise sales for its 2023 fiscal year, led by Anytime Fitness, which counts over 5,000 global gym locations. SEB’s portfolio also includes boutique brands like Waxing the City, The Bar Method, Basecamp Fitness and Summit Fitness. 

For its part, Orangetheory has continued to expand nationwide and overseas, amassing over 1,500 franchised studios with a presence in all 50 states and 24 countries. The fitness franchise, which offers heart-rated-based group workouts spanning cardio and strength training, has become a cult favorite among boutique fitness enthusiasts. 

Both Orangetheory and Self Esteem Brands touted the deal’s ability to lead to “significant international scale” for their brands. Orangetheory recently announced significant expansion plans in London, while Self Esteem Brands is bringing Anytime Fitness locations to France and Austria.

“As we start a new chapter, Orangetheory will continue to build on our legacy of innovation and transformation,” said Dave Long, co-founder and CEO of Orangetheory. “Today, with this groundbreaking agreement, we are one step closer to setting a new benchmark for what it means to be a global leader in fitness, health and wellness.

No timeline was given for when the merger is expected to close.

The post Orangetheory, Self Esteem Brands Merge in Major Fitness Deal appeared first on Athletech News.

Julianne Hough is dancing her way into March with the grand opening of her dance fitness platform Kinrgy’s first brick-and-mortar studio, in West Hollywood, California.

Founded by the “Dancing with the Stars” starlet in 2018, the fitness brand partnered with Xponential Fitness late last year in a deal that will see up to three AKT dance-cardio locations rebrand and operate as Kinrgy studios. Although Xponential acquired some intellectual property in the deal, Kinrgy’s team is handling the design and class formats for the studios. 

Hough commented that the opening of Kinrgy WeHo marks the next evolution for the dance fitness brand that initially launched as an online platform, especially as additional studios will open in the spring in Austin, Texas and Seattle, Washington. 

Kinrgy leans into healing and mindful movement, blending it with dance-based fitness, sculpting, cardio, breathwork and meditation classes.

“With Xponential’s end-to-end operational expertise in providing best-in-class boutique fitness studio experiences, we are thrilled to provide our community an in-studio offering that lives up to the standards of our online platform,” Hough said. “Kinrgy is more than a workout; it’s a journey back to oneself.”

Kinrgy WeHo will open on March 1 at 7111 Santa Monica Blvd, with a ribbon cutting featuring the famous dancer/actress/entrepreneur on Friday evening, exclusive member mixers with raffles and refreshments on Friday and Saturday and a full schedule of classes throughout the weekend. Founding memberships are also available for a limited time.

The new Kinrgy WeHo studio will be open seven days a week with four to six classes available and plans to add more. 

“I’m eager to see the West Hollywood community and beyond embrace this new chapter of wellness and self-expression with open hearts and energy,” Hough added.

Along with dance classes ranking as the most popular modality based on Google’s average monthly search volume in 2023, vigorous exercise such as dancing may help combat depression.

High-profile celebrities are cashing in on fitness as of late, as seen with Chris Hemsworth’s Centr,  Arnold Schwarzenegger’s new fitness app with a devoted following and Jennifer Aniston becoming the famous face of Pvolve.

The post Julianne Hough’s Kinrgy Chooses WeHo for First Dance Fitness Studio appeared first on Athletech News.

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ClassPass was founded in 2013 by Payal Kadakia and Mary Biggins and has since shaken up the fitness and wellness industry. Acquired by Mindbody in 2021, the subscription service allows users to book classes and experiences at thousands of studios, gyms, salons, and spas using credits. 

Classes are available in more than 2,500 cities worldwide, and the service also comes with over 4,000 on-demand workouts. 

Now that in-person workouts are back and seemingly bigger than ever, Athletech News decided to give ClassPass a try.

Pros 

For those who appreciate variety, ClassPass certainly delivers. It not only offers mainstream, nationwide studio brands like Barry’s, Solidcore, and SoulCycle, but local establishments as well. The service is best for those who want to step outside their usual routine to try out more health and wellness businesses in their area. One of the best parts of using the app was getting to try all the studios in my area that I had long overlooked.  

Each class or service is a listed number of credits, which depends on the time of day, user demand, and the number of times a user has visited.  Membership costs range from as little as 6 credits to as many as 100 credits per month, which ranges from around $20-$200. Users can browse classes by credits, and many studios have a “first-timers” deal, so trying out different workouts and services is encouraged. 

I found the process of hunting for deals enjoyable. If you have flexibility around timing, ClassPass could be a great fit, as credits go a lot further during “off-hour” workouts. There were also limited-time deals that provided great value. For example, some studios or services had a limited-time discount. ClassPass is also great for travelers, as it works in most major cities, so users can maintain their workout routine on the road. 

The service also limits the number of workouts you can do at certain studios, which forces variety. Class reviews were moderately helpful for finding new spots, but most of the reviews were very positive: I was hard-pressed to find an overall studio rating under 4.7/5. There were also no written reviews, which could be a good value-add for the platform. Adding friends on the service also allows users to see where their connections are going for inspiration, which I also found to be a fun way to align workout schedules. 

ClassPass also offers beauty and wellness services, which are easy to book. It requires a user request to book a service for a specific time, which the business then approves. My approvals were quick, generally just several hours, and I liked that I could make a reservation digitally even at small businesses. 

Cons

Many of the downsides of ClassPass are area- and preference-dependent. For example, class credit costs unsurprisingly vary a lot by area. A class in New York will likely be more expensive than one in Washington D.C. or Boston. Convenience also obviously varies by location; for example, in certain parts of New York City, there are very few businesses available on ClassPass, but in others, there is one on every block. 

Most of the “hidden gem” classes are around 3-4 credits in bigger cities, larger studios are 5-10 credits, and popular workouts like Solidcore, SoulCycle, and CorePower Yoga are 10-14+ credits. The popular studios also book up quickly in some areas.

One downside of the service is that the number of credits a user can roll over month to month is dependent on membership tier. For example, if you buy 18 credits per month, you can only roll over 18 credits. For those hoping to save up credits for a larger service like a massage, that might not be possible if you have a lower-credit membership. Adding credits is possible but might not make sense financially depending on the desired service.

Lastly, although this is typical in the world of workout studios, cancellation fees are high. This provides built-in accountability, but also might not be best for those who have variable schedules. 

Final Thoughts 

Overall, ClassPass is a great service that will add variety to your workout and wellness routines. For those with flexible schedules, credits will likely go further, but it can drive value for all users who have enough participating businesses in their area. 

Read more ATN Product Reviews here.

The post Product of the Week: ClassPass Offers Fitness Variety, Flexibility appeared first on Athletech News.

Orangetheory Fitness and Hannah Berner have partnered to make the fitness community more welcoming using comedy.

The “WTF is OTF?!” comedy show is an experiential marketing event that aims to build community by critiquing several aspects of today’s fitness culture. The “roast” represents a significant departure from traditional fitness marketing and community building by critiquing aspects of today’s fitness culture.

“This WTF is OTF?! Comedy Event is going to be epic,” Berner, a popular comedian and entertainer with 2.8 million followers on TikTok, said before the show. “Expect laughs, roasts and maybe a little sweat. I know firsthand what it’s like to be in a bit of a fitness limbo, and all of the fads swirling around at the start of the year don’t help. What Orangetheory helped me to realize is that sweating it out doesn’t have to be too serious, and this partnership proves that while answering all of our biggest fitness WTFs.”

One of the biggest barriers to gym participation is the intimidation and misconception surrounding fitness culture. By partnering with Berner, a comedian known for her straightforward and relatable humor, Orangetheory hopes to break down such barriers. The WTF is OTF?! event aims to roast the fitness industry’s clichés and fads, making fun of the space’s unrealistic standards and strange trends. 

“Nearly half of Americans set out to improve their fitness this year. Yet, we also know that an estimated 80% of people part ways with their resolutions after mid-February,” noted Ellen Latham, creator and co-founder of Orangetheory. “At a time when many are feeling defeated, we hope a bit of lighthearted fun can remind people that we’re all in this together. And that ultimately, what matters most in a sea of fleeting fads and unrealistic expectations is moving in ways that feel healthy and right for each person.”

WTF is OTF?! took place in Orangetheory’s Manhattan-East 39^th Street studio on Wednesday, February 28^th, with doors opening at 6 pm. After the event, attendees were welcome to join Berner in a one-hour Orangetheory workout.

The event was also live-streamed on Berner’s TikTok, @hannahberner, to encourage real-time engagement and allow a broader audience to join the conversation. 

This article was updated after the event.

The post Orangetheory, Hannah Berner Use Laughs To Break Down Fitness Barriers appeared first on Athletech News.

The boutique fitness space is exceedingly crowded, so how does a brand stand out to consumers, coaches and franchisees? 

It differentiates. 

MADabolic is the industry’s leading group strength and conditioning franchise. This sets it apart from the rest, but the discerning factors go well beyond the workout modality.

Athletech News talked to MADabolic franchisee, Adam McLeod, who launched his Plano, Texas, studio in 2022 and will open two more studios in the Dallas area very soon.

“I’ve aligned myself with a brand, workout and franchise that fills a need, and alongside my member’s remarkable results, I’m seeing great success,” he says. 

McLeod’s career is steeped in fitness. Having worked for 15 years in varied capacities for Gold’s Gym, followed by two years running operations for a Crunch Fitness Franchise group, he caught the entrepreneurial bug and began researching franchise options in the boutique studio space. 

“I looked at everything and started to see a “huge gap,” he said. “There was and is such a lopsided focus on HIIT and high cardio programs centered around calorie-burn only, and the pivotal piece of fitness – strength training – seemed to have been overlooked.”

He then discovered MADabolic.

“This looked different than anything else to me,” he said. “MADabolic has the strength, structure and accountability that are all missing from other brands and programs. This is no-frills, scientifically proven programming that works, and I knew it would resonate with fitness enthusiasts and athletes alike.”

Now, two years in, when asked how his work as a MADabolic franchise owner compares to his past experiences in fitness, he speaks to the relationships and the results.

“I am helping people to move better and feel better,” he says. “We have a close community here that is getting stronger and fitter together, and I have such a sense of pride in being able to do this through MADabolic.” 

Pushing Properly

In terms of the workouts, McLeod uses the words intense and elite level. He says they are designed to build lean muscle and speed up metabolism while focusing on form and injury prevention.

“MADabolic applies one-on-one coaching to a group setting, run by movement specialists that ensure proper form and technique,” he explains. “This is not about doing as many reps as fast as you can because that formula just breeds injury. We control time under tension, and the coaches push … but they push properly.”

There are five movements per class, which is a format that McLeod says allows the coach to govern the flow and offer personal attention and corrective feedback. 

There are three different class formats named Momentum, Anaerobic and Durability that are based on work-to-rest ratios. Momentum classes are endurance- and athletic-based. Anaerobic is about speed and power. Durability focuses on stamina with more time under tension.

“These are solid, performance-driven workouts delivered with education around proper movement,” says McLeod. 

Getting Gritty for Better Results

About the experience MADabolic delivers, Mcleod says it can be gritty.

“We don’t sugar-coat things here,” he explains. “These classes are about getting in and getting to work and getting better results than anywhere else.”

The brand’s motto is Work. Rest. Repeat. 

“We want every individual to achieve sustainable results,” he says. “Recovery is built into the programming and that is so important. We work hard to educate our members on the proper ways to train – and rest. The maximum number of days in the studio we recommend per week is four.”

First-Class Franchise Support

The MADabolic corporate team prides itself on the unabridged support it offers franchisees, and McLeod appreciates this.

“I work very closely with the corporate team and it’s crystal clear that they will do everything to ensure each location succeeds,” he says. “There is also a lot of thought that goes into choosing the right franchisees and the team is growing the brand methodically … not too quickly.”

Making a Difference

McLeod says the impetus behind his career in fitness is his desire to make a difference in people’s lives. It’s clear he feels that he’s found this with MADabolic. 

“I have members thank me every day,” he notes. “People tell me they can’t believe how they used to look compared to how they look now. The program really does that. It helps people move better, drop inches and feel stronger.” 

When asked about his future with MADabolic, McLeod says he sees great growth potential. MADabolic today has 32 units open and operating with another 80+ in development, and that growth is happening fast. 

“I’m glad I got in on the ground floor and can grow as the brand expands and as more and more people realize the amazing results they can obtain with MADabolic,” McLeod says.

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Ouai, the haircare and lifestyle brand founded by Jen Atkin, has forged an exclusive amenities partnership with Barry’s. The two-year tie-up will bring a collection of Ouai product offerings to Barry’s studios across the United States.

Beginning February 22^nd, members of the Barry’s community will have access to Ouai’s bestselling products, like the Detox Shampoo, Body Cleanser, and Medium Condition. The brand will also supply hand wash and hand lotion at Barry’s studios. For the partnership, Ouai also created its first Detox Face Cleanser made with glycolic acid to cleanse and exfoliate. 

“We love looking for new OUAIs (ways) for people to experience the brand, and getting into locker rooms felt perfect because it’s a time when people really luxuriate in feeling clean,” said Hannah Beals, chief brand officer at Oaui. “Barry’s is the ultimate fitness destination, and the perfect partner for us with an equally hyper-engaged community and premium brand experience.”

Some of the featured fragrances in the partnership include Dean Street, a blend of citrus fruits, magnolia, and amber, as well as Melrose Place, with rose, bergamot and lychee.

The Oaui products will be featured in Barry’s studios including upcoming openings across the country like Scottsdale, Arizona, Studio City, California, Newport Beach, California, and the brand’s new flagship studio in West Hollywood, where Barry’s first West Coast Ride x Lift studio space will be located.

“Given our commitment to sustainability as well as our desire to provide clients with the cleanest and most premium products, we’re confident that this partnership with Oaui will deliver on these brand promises,” said Joey Gonzalez, the Global CEO of Barry’s, noting that Atkin, who is also a Barry’s client, first introduced him to the haircare and lifestyle brand’s products.

“I can’t wait for Barry’s clients to experience these high-quality products and enjoy the best shower straight after the best workout in the world,” Gonzalez added.

Barry’s Invests in Premium Wellness

The tie-up with Ouai is far from Barry’s first partnership in the wellness space. This past fall, the fitness company partnered with Factor, a prepared meal delivery service, on a campaign called “Power Your Potential.” Barry’s members could also participate in Factor-themed classes and sign up for personalized nutrition sessions with Factor dieticians.

Barry’s also partnered with Therabody last year to put recovery stations featuring the Theragun Pro and Wave Roller devices in all of its U.S. fitness studios. Nocco also partnered with Barry’s earlier this year. The sugar-free and low-calorie beverages are available for sale in Barry’s studios nationwide. 

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