Anytime Fitness is headed to Dubai, opening its first club in the Middle East hotspot later this year. It will be the first of many Anytime Fitness clubs opening in the United Arab Emirates (UAE) over the next eight years following a master franchise agreement signed in the region.

It’s more good news for the gym franchise, which earned bragging rights after securing a deal with Apple, making Anytime the tech giant’s first gym partner.

Behind the gym’s upcoming growth in the region is an investment group led by Dr. Mark Mobius, a new master franchisee announced by Self Esteem Brands, Anytime’s parent company, which recently announced plans to merge with Orangetheory Fitness.

“Being a long-time member of Anytime Fitness and having used the clubs around the world makes this investment a natural for me,” Mobius said. 

He will be joined by fellow investor John Ninia to grow Anytime Fitness, along with Ben Matute and Richmond Sy, two Anytime Fitness Philippines franchise operators. Matute and Sy will relocate to Dubai to launch Anytime Fitness UAE and open clubs across the country over the next eight years.

Anytime’s Global Push

Sander van den Born, Self Esteem Brands’ executive vice president of international, remarked that the UAE is at the “top of the list” when the health and wellness-focused company looks at regions that can capture strong growth.

The Self Esteem Brands executive also noted the “wider recognition of health and wellness initiatives” across the Middle East region, making the fitness operator’s entry into the market ideal.

With the addition of the UAE, Anytime Fitness will operate in more than 40 countries and territories. The gym franchise recently announced plans to enter France, among other international moves.

In the U.S., Anytime Fitness will scale its footprint with the help of Omega Fitness, which was acquired by Seattle-based private equity firm Rainier Partners last year.

Dubai Emerges as ‘Fitness Capital‘

If it seems there’s been an advanced push for fitness and wellness in the UAE recently, there has. Dubai, in particular, has been called the “fitness capital” of the region by fitness industry veteran Jack Thomas, co-founder of The Fit Guide, an international rating system that anonymously evaluates fitness and health clubs.

Dubai’s cosmopolitan vibe has anchored the UAE city’s fitness services market with a $700 million value, and it is on track to cross the billion-dollar mark, according to Ken Research’s findings last month.

Ahead of the curve, Barry’s opened a studio in the business district of Dubai in 2017, while F45 Training and Mayweather Boxing, among other fitness concepts, have also settled into the city. 

For its part, the UAE issued a ‘National Strategy for Well-Being 2031’ as it plans to make the region a “world leader in quality of life” by promoting healthy and active lifestyles and positive mental health. 

Dubai’s wellness retreats are second to none; the city is gearing up for a tourism boom this year, with rejuvenation seekers flocking to the lavish region and its high-end “healing hotels” offering an abundance of therapies and services, such as IV drips, salt caves, saunas and more.

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Burn Boot Camp is fueling its nationwide expansion and providing its franchisees with financial options, partnering with ApplePie Capital, a firm specializing in franchise business lending.

The fitness brand made Entrepreneur’s Franchise 500 list earlier this year and recently launched its first national brand campaign as it eyes growth.

Pat Harding, vice president of finance at Burn Boot Camp, said the franchise selected ApplePie Capital for its ability to offer a dedicated lending program that specifically addresses the financial needs of Burn Boot Camp’s franchise partners.

“ApplePie Capital is our preferred financing vendor because their focus is on the long-term success of our franchise partners and helps make access to the capital they need predictable and easy,” Harding said.

The financial firm noted the financial health of the group strength and conditioning franchise, particularly its rapid growth.

Founded in 2012, Burn Boot Camp began franchising in 2015, having grown to over 335 operating locations and 550 territories sold. 

“Every year, we look at thousands of Franchise Disclosure Documents (FDDs) to find the brands that are showing the strongest growth and the best track records of unit-level economics,” said Jamie Davis, vice president of business development at ApplePie Capital. “We are very selective and are focused only on franchise brands that have a desire to grow with a strong capital markets partner behind them. Burn Boot Camp definitely fits that mold with a passion for the brand that cuts across the entire organization.”

Burn Bootcamp is projecting 10,000 global units by 2033 as it ramps up its expansion efforts.

The total estimated initial investment for prospective Burn Boot Camp franchisees is $239,225 – $562,979, with an initial franchise fee of $60,000. 

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One of the top wellness trends of 2024, Pilates is rapidly taking over the nation. JetSet Pilates, a Miami-based boutique fitness franchise, is capitalizing, expanding well beyond its home state with studios planned across the U.S. and internationally.

Known as a “modern Reformer Pilates experience,” JetSet offers 50-minute workouts guided by curated playlists. Eight studios are open, with twelve in development across Tampa, West Palm Beach, Orlando, Doral, Coral Gables, North Miami, Coconut Grove, Pinecrest and Aventura.

Outside of the Sunshine State, JetSet has signed several development deals throughout Texas (McKinney) North Carolina, New York City (SoHo) and Georgia while the brand eyes 600 franchised studios across the U.S. as it expands. JetSet also has an agreement signed in Australia.

“JetSet is dedicated to cultivating a robust franchise community, grounded in trust and enriched by comprehensive support and training, to ensure our partners excel in delivering Pilates experiences,” said Bert Albertse, CEO of JetSet Pilates. “Each and every JetSet instructor is trained to create personal connections with clients so everyone can reach their personal goals.”

Pilates Power

Pilates has come a long way since it was developed in the early 20th century by Joseph Pilates, a German physical trainer who created the movement system while suffering the experience of being a prisoner of war, finding that movement and stretching were key to the human body.

Fast-forward to 2024, and the whole-body exercise modality is renowned for increasing flexibility, building strength and rehabbing injuries. The Pilates boom has also hit TikTok, with #PinkPilatesPrincess and #PilatesPrincess trending, further spreading the practice among young social media users who embrace fitness, wellness and ‘ballet core.’

Tamara Galinsky, JetSet Pilates founder, has long known the benefits of the practice, taking a leap of faith to launch the fitness brand in 2010. She recently spoke with Athletech News in an exclusive interview about JetSet’s remarkable growth, crediting the brand’s immersive class experience and certified instructors.

“Each session at JetSet is not just a pilates class; it’s a meticulously curated journey,” Galinsky told ATN in February. “What began as a single studio has burgeoned into five corporate locations, with 29 franchised locations in development and poised to expand to over 600 franchised studios domestically. This journey has been nothing short of extraordinary.”

Although she had desired to move to a franchise model early on, Galinsky said she was mindful of doing it at the right time and only after assembling the best in the industry.

“Today, I can confidently affirm that our franchising team possesses a level of expertise that few, if any, emerging brands can boast at this stage,” she said.

JetSet Lands in Australia

As for its international endeavors, Kathryn Woodfine, JetSet franchise owner, is bringing the boutique Pilates experience to the Australian market. Enthusiastic about the brand and the workout, she shared that the experience is unmatched.

“As a fitness enthusiast who has tried just about every group fitness class out there, I’ve found JetSet to be unrivaled and am confident it will thrive in Australia and around the world,” Woodfine said.

While Melbourne will be JetSet’s first international location, the Pilates franchise plans to focus on establishing flagship studios in other influential cities.

“Our team is dedicated to empowering franchise partners with operating systems, financial planning tools, technology, training, support and products that are second to none,” said Sarah Buie, head of franchise development. “We are passionate about these partnerships and bringing JetSet to communities worldwide.” 

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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.  

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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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9Round Kickboxing Fitness now owns all 56 iLoveKickboxing locations across the U.S. and Canada following a deal to acquire the kickboxing group fitness franchise.

According to the sides, members can continue to expect the heart-driven branding of iLoveKickboxing and its scheduled group class format, while 9Round will continue to serve its members with flexible, 24/7 access and individual workouts within its nearly 500 global locations.

Financial terms of the deal weren’t disclosed.

“We believe in the power of kickboxing to transform lives, and this acquisition allows us to share that passion with even more people,” said 9Round CEO Shannon Hudson, a professional kickboxer who founded the concept in 2008 with wife, Heather. 

“Our future goal is to surpass the 100-location milestone, expanding the reach of ILKB,” Hudson added. “Right now, we are committed to supporting our existing franchise owners and, in due course, will offer new opportunities for entrepreneurs to join our thriving community.”

iLoveKickboxing, founded in 2012, offers a signature 45-minute group fitness class, while some locations host extended 60-minute and 30-minute express classes. Heart rate monitors are available to wear to optimize the kickboxing workouts, with a recap sent via email with valuable insight such as class points, Zone summary and calories burned.

The kickboxing franchise announced it had been acquired on LinkedIn, noting that the move will bring new growth opportunities. Former iLoveKickboxing CEO Dan Castellini remarked that the fitness franchisor is confident it will continue to grow and flourish under the new ownership agreement.

“ILKB’s community-focused class approach empowers individuals on their fitness journey and complements 9Round’s convenience offering,” he said. “Together, the two brands will work to promote wellness and expand the love of kickboxing across the U.S.”

9Round Drives Revenue With 24/7 Model

The South Carolina-based 9Round introduced ‘9Round 365,’ a forward-thinking and low-labor model late last year for its franchisees. The “always open” 9Round model also allows kickboxing members to drop in for a self-guided session at any time or enjoy a workout during trainer-led hours.

“The new technology empowers us to meet our members where they are in their fitness journey,” Hudson said. “During our pilot phase, we saw same-studio memberships increase by 15%, proving people are looking for more customized, tailored workouts. Whether you prefer self-guided training, a group fitness experience or personal coaching, 9Round has you covered.”

One 9Round franchisee in California experienced an 8% increase in revenue following the pilot program’s launch.

“For the first time since before the pandemic, I feel really confident that my studio and my members are on the right path to thrive,”  said Steve Rousey, owner of 9Round Huntington Beach, California.

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The fitness franchise industry has seen remarkable transformations over the years, with 2024 marking a pivotal point in its evolution.

Amidst a landscape of innovation, sustainability and personalized wellness, fitness franchises are redefining what it means to be fit, both physically and mentally. With high CAGR growth, the Fitness Franchise industry is flushed with interest amongst new franchise investors and new founders. At the heart of this transformation is a cadre of visionary leaders who exemplify the drive and innovation steering the industry forward.

To get a pulse on the fitness franchise category growth and forecast in 2024, we dove into the details with helpful insight from a well-known leader in the space. 

Franchise Growth by The Numbers

Franchises like F45 Training and Orangetheory Fitness have rapidly expanded their global footprint, with F45 Training boasting over 1,700 locations and Orangetheory Fitness over 1,500 locations worldwide. These numbers underscore the scalability and consumer appeal of these fitness models, particularly in offering high-intensity interval training (HIIT) and heart-rate-based workouts that promise effective and efficient fitness results​​. 

Another growth player in the industry yielding significant growth in locations is Fit Body Boot Camp, with nearly 300 locations system wide as of 2024. The organization has twice been listed among Entrepreneur Magazine’s 500 fastest-growing franchises and four times listed on Inc. Fit Body is a great example of high growth within the category, showing potential future growth as a strong indicator for the industry as a whole.

Strategic Considerations for Franchisees

For outsiders looking to enter the fitness franchise industry, understanding trends and consumer behaviors is crucial. The growth in online fitness, the importance of catering to older demographics and the success of specialized fitness franchises offer valuable insights into where the market is headed. 

Additionally, the resilience shown by the industry in the face of economic challenges suggests a strong underlying demand for health and fitness services, making this an opportune time to invest in or expand within the fitness franchise sector. As the fitness industry continues to evolve, staying informed about these trends and leveraging them in business planning and strategy will be key to success in the competitive landscape of 2024 and beyond. 

“At Fit Body Boot Camp, we believe that the key to success lies not just in adapting to trends, but in anticipating them, ensuring that we provide an unmatched fitness experience that meets the diverse needs of our evolving clients,” says Bryce Henson CEO of Fit Body Boot Camp. “There will always be a need for preventive health and wellness services and fitness franchising has become a leading business solution for this ever-growing societal demand.”

“It’s an opportune time for entrepreneurs to invest in a sector where impact and profitability go hand in hand and a growing industry shows indicators of continued bright horizons,” Henson adds.

Technology Integration

The integration of technology into fitness routines has significantly transformed the industry, making workouts more accessible and personalized. Wearable devices now track everything from steps to sleep, offering insights that help users optimize their health routines.

Fitness apps have grown smarter, employing AI to create tailored workout and nutrition plans, adjusting to feedback and progress in real-time. Virtual and augmented reality technologies have introduced immersive exercise experiences, turning routine workouts into engaging adventures. These advancements allow users to explore virtual landscapes or participate in gamified fitness challenges, making exercise more enjoyable and varied.

AI extends beyond personalization, utilizing predictive analytics to prevent injuries by recommending adjustments in workout intensity or form. It also facilitates seamless integration between various devices and platforms, ensuring that users have a holistic view of their health data.

Moreover, the shift towards online and hybrid fitness offerings has democratized access to fitness, enabling users to join classes from anywhere, at any time. This flexibility caters to today’s diverse lifestyles, ensuring that fitness is within reach for everyone, regardless of their schedule or location.

“The integration of AI has been able to bridge the gap between providing personalized recommendations and scalability,” Henson says. “Now being able to both help more people and deliver better client results.”

Community & Corporate Social Responsibility

The fitness franchise industry in 2024 has witnessed a significant evolution, driven not just by the goal of improving physical health but also by a profound commitment to enriching community life and embracing corporate social responsibility (CSR). This transformative approach underscores a broader, more integrated vision of wellness that extends beyond individual fitness goals to encompass societal well-being and environmental sustainability.

Franchises are increasingly active in local communities, leveraging their platforms to foster a sense of unity and engagement. From organizing health awareness events to participating in local clean-ups, the industry’s efforts are aimed at building stronger, healthier communities.

This engagement also extends to supporting charitable causes, with many franchises aligning with organizations that tackle a wide range of issues from mental health to environmental conservation. Such partnerships not only amplify the impact of non-profits but also resonate with consumers who prioritize businesses that contribute positively to society.

Inclusivity has become a cornerstone of the industry’s CSR initiatives. Recognizing the diverse needs of their clientele, fitness franchises are striving to create welcoming environments for all individuals, regardless of their background, ability, or financial status. This includes offering tailored programs for underserved populations and ensuring facilities are accessible to everyone. Such efforts reflect a commitment to breaking down barriers to fitness and wellness, fostering a culture of inclusivity and support.

“The industry’s embrace of corporate social responsibility and community engagement reflects a deeper recognition of our role beyond the gym walls,” Henson says. “By actively participating in local initiatives, we’re not just advocating for individual health but for the collective well-being of our communities. This approach is about forging connections, breaking down barriers to access and ensuring that our contributions leave a lasting positive impact on society.”

Final Thoughts

In 2024, the fitness franchise industry is poised to redefine wellness through a blend of innovative technology, enhanced community engagement and a robust commitment to inclusivity and environmental sustainability. This year is set to witness fitness franchises leveraging advanced digital tools to offer personalized workout experiences, making fitness more accessible to a wider audience.

The emphasis on corporate social responsibility is expected to strengthen ties with local communities, highlighting the industry’s role in promoting societal well-being. As fitness franchises continue to evolve, leaders are not only catering to the changing needs of today’s health-conscious consumers but are also laying the groundwork for a future where fitness is an integral part of a holistic approach to health.

This forward-thinking approach promises to shape the landscape of the fitness industry, ensuring that it remains at the forefront of promoting wellness, inclusivity and sustainability.

The post Shaping the Future: The Evolution of Fitness Franchises in 2024 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.

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.

Anytime Fitness owner Self Esteem Brands (SEB), a portfolio of fitness and personal care franchises, has closed out a solid 2023 with system-wide revenues up 12.3% compared to 2022. Combined franchise sales also grew by more than 500 units, which included 284 new non-U.S. locations.

The Minnesota-based company’s portfolio includes Basecamp Fitness, Sumhiit Fitness, The Bar Method and Waxing the City. 

“Franchising is a proven model that empowers franchisees to be in business for themselves – but not by themselves – and receive the ongoing support from the franchisor,” said Dave Mortensen, president at Self Esteem Brands. “We are encouraged by the 2023 growth across our portfolio of brands and system and see strong gains to be made both in the U.S. and in new countries and regions worldwide.”

Apple’s Favorite Fitness Brand

Anytime Fitness, the rockstar brand of the SEB portfolio, inked a deal last fall with Apple Fitness+ so its U.S. and Canada-based members can access an Apple Fitness+ subscription as part of their membership.

Not only does the partnership with the tech giant support Anytime Fitness members, it also gives the fitness brand bragging rights for landing the first-ever collaboration Apple has had with a gym or health club. The fitness franchise has grown to over 5,000 locations and in 2023, saw a 6.7% year-over-year increase in coaching and personal training services. 

International Expansion & More

Basecamp Fitness, a high-intensity interval training (HIIT) studio concept, is in “growth mode,” and plans to expand globally this year with its signature brand in the U.S. and the Sumhiit Fitness brand overseas. Self Esteem Brands recently introduced the intense 35-minute interval training concept Sumhiit Fitness to Sydney, Australia, and will soon open two locations in Singapore.

Continuing on the international front, Anytime Fitness made headway in France and Austria, signing master franchise agreements in those countries.

The Bar Method, SEB’s barre brand, grew to 1.6 million class attendees last year, 14% higher than in 2022, and will announce its international franchise expansion in Q1 of this year. 

As the company makes further advances in 2024, Stacy Anderson, Anytime Fitness global brand president, indicated that more is in the pipeline as SEB continues to stay ahead of the fitness and wellness trends. 

“We’re working on training programming that’s expanded to different populations. We’re working on recovery programming. We’re even getting into the mental health side of things, knowing that so much of your health has to do with your headspace and where you’re at there,” Anderson said. “I think as we go forward, you’re going to see a lot more partnerships.”

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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.

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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.

The post Fitness Industry Vet Finds the Perfect Fit as MADabolic Franchisee appeared first on Athletech News.

From professional sports teams to blockbuster film casts, the term “dream team” can be used to describe prestigious groups in a multitude of settings. But when it’s mentioned in the fitness and wellness industry, specifically in the southeast corner of the United States, CR Fitness comes to mind. 

With over 150 years of combined experience, competition and friendship, Crunch Fitness’ most successful franchise group stands alone in its makeup and level of success. 

“We’re highly driven individuals,” said Tony Scrimale, CEO at CR Fitness Holdings. “Every one of us raises the bar for each other. A lot of times you see people in the industry who are absentee owners or they get into the industry (only) because they have a passion for working out. We just want to win. We’re record-breaking people who are all-in on everything that we do.”

What CR Fitness has done is build out the most successful franchise group in all of Crunch Fitness, opening 17 locations across Florida, Georgia, North Carolina and Texas this past year alone to amass 62 clubs in total. Backed by private equity firm North Castle Partners, the franchise group recently announced plans to launch a Mega-Crunch club in Altamonte Springs, Florida, with 16 more locations set to open in 2024. By 2026, CR Fitness plans to own and operate 100 clubs.

Alongside Scrimale stands executive chairmen Vince Julien and Geoff Dyer. Jeff Dotson, chief financial officer, completes the “dream team.” How they all came together is equally impressive as what they’ve accomplished. 

Early Connections

Julien started in the fitness industry right after high school at around 18 years old. He was one of the first to recognize the growing market for women’s-only fitness and take advantage. He quickly established a go-to fitness center for women looking to exercise in a facility devoted to their unique needs. 

In 2011, Julien invested in his first Crunch with Dotson and Scrimale before teaming up with Dyer three years later, though the group had long been acquainted with each other by that point.

“I started in the business right out of high school, 17 or 18 years old,” said Julien. “When I was 24 or 25, I owned my first company called Shapes Total Fitness. I also started another company called Southside Athletic Clubs. I sold those clubs to Geoff Dyer, as they were trying to increase their footprint in Florida.”

Before Dyer joined CR Fitness as an executive chairman, he founded Lifestyle Family Fitness in 1982 with its first location in Lakeland, Florida. Under his leadership, Lifestyle grew to 55 fitness centers in Florida, North Carolina, Indiana and Ohio with about $135 million in annual revenue.

“We were competitors,” Dyer recalled of his early relationship with Julien. “But we weren’t directly competing. In fact, at one point, we actually did a promotion, gave away $1,000 in cash and split the leads up based on our territory, which was amazing. We continued that relationship, meeting every couple of weeks to guardedly share best practices. I learned a few things from him, and I think he learned a few things from me. That’s where the friendship began.”

After hearing of Crunch Fitness’ plans to get into franchising in early 2010 with an intent to create a nationwide high-value, low-price (HVLP) brand, which allied with what both Dyer and Julien hoped to achieve, the path forward became clear. They purchased rights to a few Florida locations and were off and running from there. 

Humble Beginnings

Julien, Dyer and Scrimale all started at the bottom of the food chain before rising to become sharks in the industry. Scrimale began his career at just 19 years old, selling club memberships and cleaning gyms. In 1997, he began working with Julien at Southside Athletic Clubs until it was sold to Dyer’s Lifestyle Family Fitness. By working with Julien and then Dyer, he received mentorship from each of his future executive chairmen and had a front-row view of this budding relationship that would one day serve as the foundation for CR Fitness’ success. 

“I was just an employee watching these guys and hearing the sidebar conversations,” Scrimale recalled. 

Not to be forgotten is Jeff Dotson, who rounds out the group as partner and chief financial officer of CR Fitness. He rose beside Julien, working as his financial arm for decades, first joining him at Shapes Total Fitness before coming on board with Scrimale in 2011.

“I worked for the accounting firm that represented Vince and his previous two partners,” Dotson recalled. “The greatest part of this group is that we’re very respectful of each other, and we’re very respectful of where our strong suits are, even though we all feel like we can step in and give each other input.”

Everyone Brings Something to the Table

While Dotson focuses on the financial side of things, he also takes on tasks that go beyond what a normal CFO role entails. Both he and Dyer keep a close eye on new sites, even going out into the field to do research. 

Julien oversees a variety of elements of the business, but keys in on the construction side of things and employee development. Scrimale heads the ship as CEO.

“We all have additional strengths that we take on as an ownership group,” Scrimale said. “If you have five point guards that are all talented in the same way, you’re not going to be able to tackle the game. We all offset each other. It’s a perfect synergy.”

That chemistry is rare not just in the fitness industry, but in all areas of business.

”We’re swift,” Scrimale said. “Anybody who has come into our company from another organization says that nobody can compete with our pace. We move fast on everything and we look at every opportunity.”

Blueprint for Franchising Success

Keeping one eye on their own line of gyms and another on the competition, all while keeping debt at a reasonable level and putting a strong focus on marketing, has combined to help the CR Fitness team find success.

With every five new gyms that CR Fitness adds, they make sure to go in and rebuild two existing ones. Equipment is always paid in full at the point of the sale when those new gyms are launched. The team spends well above industry averages in capital expenditures (CapEx) and is always adding new equipment to clubs, new amenities as they become available and frequently making repairs.

“When we started the first Crunch we made a commitment that we were constantly going to be in our clubs,” Scrimale said. “Geoff Dyer and I just went on site tours. If we passed a competitor I’d say, ‘Stop the car,’ and either Geoff or myself went in and got a quick tour of the club. It’s the same thing with our clubs. If we’re on a site tour and we see one of our clubs, we stop the car and we go in.”

This level of involvement gives CR Fitness a competitive advantage over other franchise groups, Scrimale believes.

“You have people that haven’t even visited some of their clubs,” he said. “There are competitors out there that are slowly lowering the bar and they don’t really know what’s going on within the organization. Personally, I cannot comprehend investing millions of dollars into a business, walking away and trusting somebody else to run it without inspecting it.”

The CR Fitness team also spends above industry standards when it comes to marketing.  They feel as if there’s no good in building out a great gym or remodeling existing clubs if it remains a best-kept secret, so spending is aggressive and consistent.

In terms of growth, the CR Fitness team adds 12 to 17 clubs a year without taking on any additional debt. With their goal of launching 100 clubs by 2026 well in sight, they’ve set 200 clubs as the next target. 

However, there are no plans to stop there. In accordance with the grit and willingness to go the extra mile which got them to where they are, the team preaches a continued desire to grow, not getting too caught up in the victories that might come along the way. 

“I’m the kind of guy that loves to have his back up against the wall a little bit,” Scrimale said. “I love having a challenge in front of me. I love doing something and every one of my partners is the same exact way. I think the growth is in front of us. I think that we have twice as far to grow. We’re just scratching the surface.”

The post How CR Fitness Became the Top Crunch Franchise Group appeared first on Athletech News.

Sometimes it makes sense to live by the old adage that if you want something done right, it’s best to do it yourself. 

Tamara Galinsky founded JetSet Pilates back in 2010 after she moved to Miami and struggled to find a reformer Pilates concept with the right mix of community, music and aesthetics. 

While opening a Pilates studio was a leap of faith at the time – the modality wasn’t nearly as popular fourteen years ago as it is today – Galinsky’s decision proved fruitful. JetSet’s 50-minute reformer Pilates classes have become a staple in the South Florida boutique fitness scene, and the brand recently set its sights on nationwide and international expansion.

Since launching its franchise arm in 2022, JetSet has signed development agreements to open multiple locations in states including New York, North Carolina and Texas as well as overseas in Melbourne, Australia. JetSet is eyeing 600 franchised studios as it continues to grow.

Galinsky spoke with Athletech News about her journey in creating JetSet Pilates, why she believes the reformer Pilates market is just getting started, and how aspiring founders can write their own boutique fitness success story.

The following conversation has been lightly edited for clarity and length.

Athletech News: Can you tell us about your background and why you decided to create JetSet Pilates? 

Tamara Galinsky: Immigrating from the former Soviet Union when I was 15 years old, my family and I arrived in the U.S. with humble beginnings. I graduated with a degree in Economics from the University of Pennsylvania and embarked on my career journey in New York City, initially working in technology marketing and sales for Reuters. However, I always wanted more freedom and independence from corporate work life. I left that path to start a successful career in commercial real estate, first in New York and after getting married, in London, both with Cushman & Wakefield.   

My Pilates journey coincided with my time in London, where I discovered reformer Pilates after struggling with fitness after giving birth to my first daughter in 2007. Through Pilates, I not only shed postpartum weight but also progressed to the absolute best shape of my life. 

Upon relocating to Miami from London in 2009, I sought Pilates studios offering more than just classes—a vibrant community, curated music and beautiful studios at affordable prices. I failed to find what I wanted, and I took a leap of faith to start JetSet Pilates. At the time I lived in a luxury high rise on South Beach, and I recall how my friends were trying to talk me out of opening my first studio because our building had a big gym and they said it was not needed. I decided to do it anyway, and just six months after moving from London to Miami, I signed my first lease and launched JetSet in 2010. That studio is still here today and thriving. 

ATN: What has JetSet’s growth been like since 2010, and what are your plans for the future? 

TG: Our growth has been remarkable. What began as a single studio has burgeoned into five corporate locations, with 29 franchised locations in development and poised to expand to over 600 franchised studios domestically. This journey has been nothing short of extraordinary.

ATN: What’s been the secret to JetSet’s initial success and recent growth?

TG: In the creation of brands, there’s never just one secret ingredient; instead, it’s a combination of various elements that resonate with customers. This is what makes JetSet special. Our classes are tailored to our method, our music is crafted exclusively for our classes, (we use) only the best-of-the-best JetSet certified instructors who are aligned with the brand values and culture, and our studios are designed to provide an immersive experience unlike any other. Each session at JetSet is not just a pilates class; it’s a meticulously curated journey. 

What sets our workout apart is the seamless flow, guiding you effortlessly through a wide variety of exercises that efficiently challenge your muscles and make the time float by. Our dynamic 50-minute workout isn’t just about effectiveness – it’s an elevated experience. Every class will incorporate movements in at least two of the three planes of movement, preventing injury and sculpting a more functional body. We teach in a way that allows you to maintain muscular tension, offering multiple options for each exercise to make the workout more personalized to you and accessible to all ages and fitness levels. 

ATN: Pilates has become a highly crowded space. How do you ensure JetSet continues to stand out from its competitors?

TG: Pilates may seem like a crowded space, however, I see a renaissance and reinvention of reformer Pilates as a modern method that attracts so many and not just an elite few. Reformer Pilates is still in the early stages of its growth phase within the market. Experts forecast the Pilates market to reach $277 billion by 2028, which is huge growth from 2022 when the market size was around $150 billion.

Frequently, I hear a recurring theme from both our potential and current franchisees: they’re drawn to our luxury branding, next-level instructors, and our vibrant sense of community. Our clean and modern studio design blends with JetSet sleek reformers, while all of our staff are connected with clients not just inside the studios, but also in the community. Our instructors are trained to let our classes flow in a unique way you will not find today at other Pilates studios. I firmly believe that we possess all the essential elements to emerge as the premier modern reformer Pilates brand, both nationally and internationally. 

ATN: JetSet has seen a lot of interest since launching its franchise model. Why did you decide to start franchising? 

TG: I recognized that JetSet possessed a really robust business model with strong unit economics, a strong brand and a high demand for our offerings nationwide. While I wanted to franchise early on, I was unwilling to do so on a shoestring budget. My vision was to assemble the most exceptional team in the industry, and that required time. Today, I can confidently affirm that our franchising team possesses a level of expertise that few, if any, emerging brands can boast at this stage. 

While the transient nature of Miami’s population poses challenges for many businesses throughout the year, it became a catalyst for JetSet’s expansion. The pandemic and influx of people from all over the U.S. from 2020 to 2022 provided the final spark. This migration not only allowed us to thrive locally but also propelled us toward establishing a formidable presence in the domestic and international franchising arena as clients wanted to take JetSet home with them. With so many visiting Miami and loving our studios, we knew we were on the right path. 

This conviction was affirmed by the dedication of our first franchisee, who traveled an hour each way from Fort Lauderdale, to attend our studios daily, bypassing other Pilates studios along the route. Despite the distance, she remained committed for a year until we were ready to launch our franchise program, at which point she promptly signed up. Today, that studio is one of the most profitable in our network, with record-breaking revenue in just a few months of operation.

ATN: What advice do you have for founders looking to find success in the boutique fitness space?

TG: First, their offering should align with their strengths and passions. Second, success in the business world is often more about execution than the initial idea. Meticulous planning, strategic implementation, and attention to detail can transform a concept into a thriving reality. Moreover, perseverance is an invaluable skill set for founders navigating the challenges of the fitness industry. The ability to weather setbacks, adapt to evolving market trends, and maintain a steadfast commitment to the vision is what separates the thriving from the struggling. 

Lastly, fostering a strong sense of community is crucial. Beyond providing a workout, I have aimed to cultivate a supportive and inclusive environment for the team, clients, and community as a whole. Building a community around shared goals creates a unique proposition that goes beyond the workout itself. Our franchise partners recognize this even from their initial inquiry with JetSet Pilates.

The post CEO Corner: Tamara Galinsky, JetSet Pilates Set Sights on Global Expansion appeared first on Athletech News.

Jim Rowley, Crunch Fitness worldwide CEO, joins the show in the latest episode of ATN “Unscripted.” A 30-plus year fitness industry vet, Rowley oversees day-to-day operations, development, franchising and marketing for Crunch’s 410-plus locations. He also proudly served as a United States Marine for eight years.

“Unscripted” co-hosts Edward Hertzman, Athletech News’ founder and CEO, and Eric Malzone join Rowley to discuss Crunch’s future amid the rapidly evolving fitness and wellness industry. Topics such as what Crunch looks for in its franchise partners, the place of GLP-1 weight-loss drugs in fitness and the decline – but also possible resurgence – of cardio are all explored. 

Watch this episode of “Unscripted” for unfiltered takes on the following:

• How gyms can get the most out of each month of the year
• Why there’s still no shortcuts in fitness, even with science
• Crunch’s future goals and ambitions

Key Talking Points:

(0:00 – 0:47) Introductions

(0:47 – 1:55) Crunch Fitness’ wins in 2023

(1:55 – 5:24) Applying different strategies in different months

(5:24 – 9:55) Staying focused internally amidst the noise from competitors 

(9:55 – 20:31) There’s no quick substitute for hard work in the gym

(20:31 – 22:09) Evolution at Crunch 

(22:09 – 28:05) Following what’s trending while staying ready for shifts

(28:05 – 30:32) Crunch’s goals for 2024

(30:32 – 33:22) Who’s an ideal franchisee for Crunch?

(33:22 – 35:00) Crunch’s real estate involvement from the top

(35:00 – 40:26) Getting involved in the recovery space

(40:26 – 49:36) Final thoughts

The post Watch Now: Crunch Fitness CEO Jim Rowley Joins ATN ‘Unscripted’ Podcast appeared first on Athletech News.

10 Fitness, a growing gym franchise, has announced a franchisee-focused partnership with iProv, a full-service marketing vendor specializing in results-driven marketing strategies.

The franchisee-supporting move sets 10 Fitness apart from other fitness franchises, the Arkansas-based brand says. According to 10 Fitness, the partnership marks “the first time a gym franchise has taken a proactive stance against the unnecessary spending and time loss in finding a marketing partner. “

10 Fitness notes that iProv delivers effective results, as seen with a consistent decrease in cost-per-acquisition and over half of 10 Fitness members now joining online.

“Our partnership with iProv is a testament to our commitment to the success of our franchisees,” said Eric Buckner, founder and CEO of 10 Fitness. “By providing expert marketing services that truly understand and reflect our brand, we’re ensuring that our franchisees don’t just survive, but thrive in today’s competitive landscape.”

As it plots its expansion beyond its thirteen clubs, 10 Fitness is seeking fitness franchise partners across the United States, hoping to attract them with its low royalty fees, a no-kickbacks policy and low-labor model, allowing clubs to have non-staffed operating hours.

HVLP Gyms Compete for Gen Z

Although traffic to major fitness operators may have fallen flat in January, high-value, low-price (HVLP) models such as 10 Fitness are resonating with Gen Z and Millennials looking for a cost-conscious facility with flexible hours. 

10 Fitness members have access to TrueCoach, InBody body mass scans and Myzone heart rate monitors, as well as premium weight rooms for strength training with power racks and free weights. Clubs also offer Cardio Cinema and popular in-person group fitness classes such as Zumba, boot camp, yoga and “Insanity.” On-demand classes and a “Level 10” team training membership are also available for additional accountability and support. 

Prospective 10 Fitness franchisees are expected to have a combined net worth of $2 million and liquid capital of $500,000.

The post 10 Fitness Launches Franchisee Marketing Strategy appeared first on Athletech News.

Jarron Aizen, Founder and CEO of Hapana, a leading software provider for gyms and fitness businesses, joins Athletech News Founder and CEO Edward Hertzman in this exclusive “Fireside Chat” interview. 

Aizen offers analysis on different ways fitness brands can expand globally, even touching on his own experience after successfully bringing Hapana to North America. 

The pair also discuss new industry trends such as integrating recovery or mental health into fitness facilities, why it’s necessary for international brands to understand cultural differences in different communities, and why consistency is key across multiple locations. The sit-down is a must-watch for any organization looking to go international this year. 

Watch the full interview here for expert commentary on the following:

• The do’s and don’ts of international expansion for fitness brands
• How different brands can and should go global in different ways
• Future of the fitness industry from a tech supplier perspective

Key Talking Points:

(0:00 – 1:14 ) Introductions

(1:14 – 4:26) Trends in the industry for 2024

(4:26 – 10:38) Initial challenges and mistakes to avoid with global expansion

(10:38 – 14:17) Establishing consistency with brands scaling in different ways

(14:17 – 18:04) What brands going global immediately need to know

(18:04 – 20:36) Why brands need to communicate to certain regions in specific ways

(20:36 – 24:50) The expertise and flexibility that separate Hapana from the competition

(24:50 – 27:20) Why caution is still required when expanding

(27:20 – 28:55) Wrap up

The post Fireside Chat: Hapana’s Jarron Aizen on Global Expansion for Fitness Brands appeared first on Athletech News.