Editor’s note: When this article originally ran in ATN’s Fitness & Wellness Franchise Outlook Report, Sarah Luna served as Xponential Fitness president. She has since left the company

Xponential Fitness didn’t grow to become the largest global franchisor of boutique fitness and wellness brands, encapsulating over 3,000 locations, on a whim. Instead, the brand implements a detailed approach to franchising, simultaneously providing partners with the necessary guidance for success and adequate freedom to operate effectively in their specific markets.

“For us, it’s really about doing what we do well in each of the brands and the locations, owning that modality, and being the best within that particular market,” said Sarah Luna, the former president of Xponential Fitness. “There’s a ton of work, a ton of thought, that goes into it.”

While it may not be shocking to hear that one of the health and wellness industry’s largest brands invests significant time and energy into its franchising strategy, the broad nature of those efforts is rather singular. 

From using cutting-edge software to developing close connections with franchisees, Xponential covers all corners of the franchising game with its Club Pilates, CycleBar, StretchLab, BFT, Pure Barre, Rumble Boxing, YogaSix, and Lindora locations.

Foundations for Franchising 

Xponential does its homework before adding a new location to its network, or rather, it deploys tools that do it. With Buxton, a consumer technology software system, Xponential can determine whether a potential new location will succeed or not before putting pen to paper. 

“We run all of the data through Buxton and we do that in advance of purchasing a company and adding it to our portfolio,” Luna explained. “We want to know everything about the customers and the members that make that location successful. Next, we extrapolate that across the entire U.S. to understand how many other pockets of lookalike customers there are available and then what type of AUVs that produces for a franchisee.”

Xponential takes that data and determines what type of margin it will provide for franchisees and whether or not it’s scalable in certain locations. This all helps Xponential make informed investments and monitor them for years to come as well. 

“It’s that groundwork, even prior to jumping into a brand,” said Luna. “Then, once we have a brand underneath our roof, we’re constantly running that data through the Buxton system to see how customer cohorts have shifted, even to the level of having our marketing initiatives shift the type of customer that we’ve brought in.”

Relationships & Communication

From the application process all the way through to year 10, 20, or 40 of being a franchisee, Xponential also prioritizes communication with its partners. Doing so helps everyone involved understand where their responsibilities lie and relay growth. 

“Our take is that it’s a relationship business at the end of the day and that relationship starts prior to a franchisee becoming a franchisee,” Luna said. “We establish strong lines of communication and engagement so they know what decisions they ultimately get to make at the local level and which decisions we make as a franchisor. Franchisees can run their business, but it still makes sense and still is complimentary for the larger brand.”

Xponential partners are often delegated tasks that use their tighter pulse on their market to everyone’s advantage, such as acquiring marketing assets or securing promotions. Communication from the HQ level involves the usage of Xponential’s cutting-edge tools, including a one point sales system that identifies trends and communicates findings to partners for them to adapt to. 

“We’re able to see the red lights and the green lights and when things are starting to either accelerate or decelerate,” said Luna. “Then we give those KPIs to our franchisees so that they know they have a blood test, a litmus test, at the local level, and know what’s happening within their own business. They can raise their hand and tag in the corporate team, or vice versa and we can help them navigate the business.”

A Detailed Approach to Scaling 

While these advanced solutions and omnipresent communication have their place in spurring franchise success, simple concepts like a consistent feel and atmosphere remain important when scaling as well for Xponential. 

“It starts with the ambiance of the location,” said Luna, when asked how Xponential makes sure all its sites have the same energy beyond its flagship ones. “What does the floor look like, to the millwork and to the painting? That’s going to set a very particular tone. Same thing with the lighting and the smell. It’s tapping into all the different senses of a customer.”

This replication effort extends out to the staff as well. Xponential makes sure that its brands facilitate the same experience no matter where their buildings are and who’s working inside of them. 

Xponential coaches its franchise partners on what to look for when hiring trainers or instructors. While a keen understanding of what health or wellness modality is being facilitated helps, it’s whether or not someone possesses a strong drive that makes or breaks their candidacy. 

“We’re training the front desk employees to the instructors and making sure there’s continuing education,” said Luna. “You’re bottling up that excitement and the coaching so that the end customer, no matter if they’re in Waco, Texas or in Anchorage, Alaska, they’re getting that same experience.”

“They’re not necessarily looking for the most technical coach or instructor, but they’re looking for someone who has a type of enthusiasm, passion and excitement for the brand who can be taught the technique, various classes and class formats,” Luna explained. “It’s really about getting the ambience right, the location right, tapping into the customer senses, and then from there, making sure that you’re continuing to hire and deliver an incredible product each and every day.”

This article originally appeared in ATN’s Fitness & Wellness Franchise Outlook Report, which explores the essential questions that can help determine if a franchise aligns with your personal and professional aspirations. Download the free report.

The post Inside the Franchising Approach for Boutique Health & Wellness Leader Xponential Fitness appeared first on Athletech News.

Halotherapy Solutions has spent years advancing the role of halotherapy in recovery, earning recognition from gyms, wellness centers and now, even Prince Harry. As the only BBB-accredited salt therapy equipment company with an A+ rating, the company is known for its commitment to quality and customer support.

“Our company strongly believes that giving back is core to being a business,” says Steve Spiro, CEO of Halotherapy Solutions.

At the 2025 Vancouver Invictus Games, Halotherapy Solutions shared HaloRed, a patented recovery technology that combines Halotherapy with advanced red light therapy, to paralympic military athletes from 23 countries. Designed to enhance respiratory function, accelerate muscle recovery and reduce inflammation, HaloRed quickly gained attention for its science-backed benefits. 

The response was overwhelming, with athletes and wellness practitioners praising its impact — leading to an invitation to the 2027 Invictus Games in the UK and the U.S. Armed Forces Warrior Games in Colorado.

Halotherapy Solutions is helping fitness and wellness businesses integrate recovery solutions that support both health and performance. The following Q&A with Spiro dives into the brand’s experience at the Invictus Games, meeting with Prince Harry, and why halotherapy is becoming a key part of athletic recovery.

Athletech News (ATN): Halotherapy Solutions was part of the 2025 Vancouver Invictus Games, where you met Prince Harry. Can you tell us about that experience?

Steve Spiro (SS): Meeting Prince Harry was an incredible moment. His passion for wellness, recovery and holistic health was evident, and he was genuinely interested in the benefits of Halotherapy for athletes. The Healing Hut, where we were featured, included 25 world-renowned wellness practitioners, from massage therapists and acupuncturists to aromatherapists and physical therapists — and even Mattis, the loving service dog!

Halotherapy Solutions was one of just two wellness equipment providers handpicked for this global event, and it was incredible to be part of a space that focused on helping military athletes recover and perform at their best.

ATN: How did athletes and attendees respond to your Halotherapy sessions?

SS: The response was overwhelming! We provided over 1,000 free salt therapy sessions to more than 1,400 paralympic military athletes and their families from 23 countries — plus some generals, CEOs and wellness leaders. Many athletes said our HaloRed system helped alleviate colds, reduced stress and improved lung function for training and recovery.

ATN: What makes Halotherapy such a powerful tool for athletes?

SS: Breath is the foundation of performance. Whether an athlete is competing at the highest level or just training for personal goals, respiratory function directly impacts endurance, recovery and overall health. Halotherapy works by clearing airways to improve oxygen intake and stamina, reducing inflammation for faster muscle recovery, lowering stress levels to aid focus and performance and more.

Athletes recognize the power of recovery, and halotherapy is an accessible, non-invasive solution that enhances both physical and mental resilience.

ATN: Why should gyms, recovery centers and wellness businesses consider adding Halotherapy?

SS: Wellness is no longer a niche offering — it’s a core expectation in the fitness and wellness industry. Gyms are seeing that integrating recovery solutions like Halotherapy drives new membership, boosts retention and increases revenue per member.

The HaloRed system has become our top-selling product in the fitness industry because it fits seamlessly into recovery programs and performance optimization strategies. We’ve already partnered with Equinox, World Gym, and Augment, along with several pro sports teams and independent fitness centers that recognize the value of better respiratory stamina, faster recovery and holistic wellness.

ATN: What makes HaloRed different from other halotherapy solutions?

SS: HaloRed is the only patented system that combines salt therapy with red light therapy, and it’s backed by science. We worked with NASA to study how salt crystals refract red light, creating microbursts of energy that enhance its effects. This makes our red light therapy more immersive and effective than standard medical-grade red light therapy, which typically only offers two wavelengths — we use four.

Additionally, our HaloCBD technology allows facilities to offer Aerobic CannaBinoiD Therapy, where CBD is combined with salt and dispersed through our halogenerators, providing benefits like reduced inflammation, improved sleep and better breathing — without requiring users to consume it through smoke or a vape.

ATN: How does Prince Harry’s involvement in wellness impact the future of recovery solutions like Halotherapy?

SS: Prince Harry has been a strong advocate for mental and physical well-being, particularly for military personnel and athletes (editor’s note: Prince Harry founded the Invictus Games in 2014). His continued support of events like the Invictus Games and commitment to holistic wellness practices helps drive awareness and credibility for recovery solutions that work.

The fact that world-class athletes, high-ranking officials and leaders in wellness experienced Halotherapy Solutions firsthand at the Invictus Games reinforces that this is more than just a trend — it’s the future of athletic recovery.

ATN: Where can fitness and wellness businesses learn more about integrating Halotherapy into their facilities?

SS: We’d love to connect! Visit us at Booth #869 at HFA for a live demo or reach out to explore how Halotherapy Solutions can help your business grow with next-generation recovery technology.

The post Inside the Invictus Games: How Halotherapy Solutions Is Advancing Recovery for Athletes appeared first on Athletech News.

Sweat440 is no stranger to the story of the tortoise and the hare. While the high-intensity boutique fitness brand might have its members bouncing around like spring rabbits during workouts, it prefers a more strategic — steady approach when it comes to franchising, championed by the aforementioned reptilia. 

Coming out of the COVID-19 pandemic, Sweat440 made waves after stopping dead in its tracks with franchise sales. It was a move that required both patience and foresight.

“We took a good hard look at where we were and realized that to truly help our franchisees succeed, we needed to strengthen our corporate operations first,” recalled Matt Miller, Sweat440 Chief Brand Officer. “So, we made the tough decision to pause franchise sales for a bit. It wasn’t an easy choice, because we had no shortage of interest, but we knew it was the right one.”

With the time freed up by the pause, Sweat440 upgraded its in-studio training and support systems, acquired a marketing company to oversee new openings and brought in a new VP of Operations. These efforts collectively helped the brand better position itself for future success. 

The time is now, however, for Sweat440 to put its foot back on the gas. As the brand restarts its franchise sales, it’s beginning to reap additional rewards of its patience and strategic labor. 

Inside the Restart

In the time since Sweat440’s restart, the brand has partnered with a national commercial real estate company that makes site selections a smooth and swift process. Miller called it a “huge help” when trying to get new studios up and running. 

Sweat440 also teamed up with a project management company to lower costs and speed up opening processes. The brand brought in a national architect to ensure all new builds meet brand standards as well.

“Since we started selling franchises again, we’ve made some significant updates to help our operators thrive,” said Miller. “These partnerships, along with our robust training and marketing support, are making a real difference for both our existing and new franchisees.”

That comprehensive training takes place in-person for all franchisees and their studio managers. They’re supported as well with a fully designed support library and communications channel made available to them. Sweat440 also offers advanced analytics and performance tracking tools that give franchisees valuable insights into their business metrics.

“This data-driven approach helps them make informed decisions as they grow as well as to manage their teams,” said Miller. “We consistently analyze performance and quickly identify opportunities and then we know where to aim our efforts to achieve maximum success.”

Results Thus Far

There’s no shortage of evidence illustrating these efforts as profitable ones for Sweat440. Existing franchisees have been eager to open new locations following the restart, which the brand sees as a significant indicator of franchising success. 

Sweat440 reports that one current franchise group has added an additional 12 units in the wake of the restart. Another has committed to an additional 27 units. Membership sales and retention rates have been on the rise as well. 

“It’s really inspiring to see them so confident in the brand that they’re hungry to expand further,” said Miller. “After we enhanced our support systems, reporting and analytics and marketing strategies, several franchisees saw significant boosts in membership and retention rates. Their enthusiasm to sign on for additional studios is the greatest testament to how effective our refinements have been.”

Down the Pipeline

Exciting as it is for Sweat440 to see this much advancement out of the restart, the brand remains committed to the steadfast franchising approach that put it in this position to succeed in the first place. 

“We’re really excited about the future, but we’re also committed to growing responsibly,” said Miller. “Our plan is to continue providing top-notch education and support to our franchisees, ensuring that each new studio is set up for success.” 

“By focusing on quality over quantity, we believe we can maintain the momentum we’ve built while staying true to our core values and mission,” said Miller. “It’s all about finding that sweet spot between expanding our reach and making sure each franchisee feels supported and empowered.”

This article originally appeared in ATN’s Fitness & Wellness Franchise Outlook Report, which explores the essential questions that can help determine if a franchise aligns with your personal and professional aspirations. Download the free report.

The post From Support to Scale: The Next Chapter in the Sweat440 Franchise Growth Story appeared first on Athletech News.

New York City’s boutique fitness studios are improving when it comes to the in-class experience they provide for their members, although some modalities are lagging behind, according to a new report. 

The Fit Guide, a company that rates boutique fitness studios in categories including class experience, reception services and technology, shared data from its 2025 New York report, the first of multiple reports slated to release this year in major cities.

On average, boutique fitness studios in NYC scored higher in this year’s report than they did in 2024, a positive development for Big Apple brands. 

Across all brands surveyed, the average class experience score jumped to 84 (out of 100), an increase of 3.3% compared to last year. 

Barre saw the largest improvement of any fitness modality tracked, with a 5.7% increase in class experience scores. Cycling was the only modality to see a decline in class experience scores, dropping by 4.7%.

Reception services continue to be a slight pain point for NYC boutique fitness studios. This year’s average reception score was 74.9, just a 0.5% increase from last year’s rating. 

Yoga was the lowest-scoring modality overall for the second year in a row. 

“We’re delighted to see the standard of New York’s boutique clubs improve this year, but there is still a lot of room for improvement, especially in yoga and cycling,” The Fit Guide co-founder Jack Thomas told Athletech News. “Pilates and barre have seen considerable gains in terms of experience and service, which is perhaps no surprise given the recent success of many brands in these spaces.”

Launched in 2023 by Thomas and Matt Lavender, The Fit Guide provides independent, anonymous evaluations of boutique fitness studios across the world. The company assesses studios across 250 standards in five key categories: reception service, facilities, group class experience, technology and online presence. The Fit Guide evaluates studios in five fitness modalities: barre, cycling, HIIT/strength, Pilates and yoga. 

Designed to serve as the “Michelin Guide for fitness,” The Fit Guide has released reports on studios in markets including New York, London, Singapore, Dubai and Sydney. In March, the service will launch in Los Angeles, with a Miami report planned for later this year.

Athletech News breaks down more key data from The Fit Guide’s 2025 New York report:

Studios scoring over 90, averaged out across all categories, earned The Fit Guide’s coveted 5-Star Award. Eight boutique fitness studios in NYC received this honor for 2025. 

2025 New York 5-Star Award Winners

• F45 Training, Flatiron
• F45 Training, Lower East Side
• Orangetheory, Manhattan-Plaza District
• Orangetheory, UWS 92nd St
• Physique 57, 60th & 5th
• Physique 57, SoHo
• Pure Barre, Union Square
• The Bar Method, Cobble Hill

5-Star Class Experience Award Winners

• Barre3, West Village
• F45 Training, Flatiron
• F45 Training, Lower East Side
• Lifticonic, West Village
• Orangetheory, Chelsea
• Orangetheory, Manhattan-Plaza District
• Orangetheory, SoHo
• Orangetheory, UWS 92nd St
• Physique 57, 60th & 5th
• Physique 57, SoHo
• Pure Barre, Flatiron
• Pure Barre, Union Square
• SLT Tread, NoMad
• Solidcore, NoMad
• The Bar Method, Cobble Hill

Eager to see more insider data on the fitness and wellness industry? Register here for the ATN Innovation Summit 2025, a can’t-miss two-day event to be held on June 17th and 18th in New York City featuring the biggest names, brands and ideas across fitness, health and wellness.

The post NYC’s Boutique Fitness Studios Are Getting Better, Data Shows appeared first on Athletech News.

Strength training has long been a dominant force in fitness, consistently ranking among the top 20 industry trends. In 2025, however, it’s gaining even more momentum. According to the ACSM Health & Fitness Journal’s worldwide survey, traditional strength training has climbed to #5 – up from #11 in 2024.

For gym and club operators, this resurgence presents both an opportunity and a challenge. The natural instinct? Pack the gym floor with more strength equipment – squat racks, cable machines, plate-loaded presses etc. But as facilities expand their offerings, they also face downsides such as overcrowded spaces, inefficient layouts and skyrocketing equipment costs.

This is where REP Fitness is rewriting the playbook.

Rather than defaulting to multiple – and bulky – standalone machines, REP is redefining gym design with multi-functional, space-saving strength equipment that maximizes versatility, efficiency, and performance. Their philosophy is clear: more machines don’t make a better gym – better-designed machines do.

“Our design ethos states it blatantly: bigger is not always better,” says Sam Pizer, REP’s VP of Product Development. “Focusing on multifunctionality helps our customers get the best return on investment while enhancing member experience. Gyms can offer more with less space, making it a practical solution for both users and operators.”

The Future of Gym Equipment: Smarter, More Efficient, and User-Centric

REP’s PR-5000 is the ultimate example of the brand’s mission. This modular power rack is designed for gyms looking to maximize versatility, customization, and long-term adaptability. Built with heavy-duty 11-gauge steel and featuring a fully adjustable design, this rack serves as the foundation for a dynamic and customizable strength training playground.

“The PR-5000 is engineered for strength. It’s robust enough to handle the demands of a commercial environment while remaining modular, allowing for future growth and expansion,” Pizer explains.

Gym owners can start with a simple base setup and expand over time, creating an ever-evolving training environment that optimizes both space and performance.

“You can start with a base rack and add Athena cable towers to introduce functional trainer capabilities within the same footprint,” explains Pizer. “As your space expands, you can add storage or other accessories to improve organization and functionality. It’s a long-term investment that grows with your gym.”

A great example of this in action is the global functional training franchise F45.

“F45 recognized that their existing equipment and programming weren’t keeping up with the rising demand for strength training,” says Caitlin Jones, REP’s Director of Sales. “By investing in a PR-5000 with a Dual-Sided Athena, they tapped into the strength training trend, re-engaged their members, and expanded their programming library with over 600 new movements.”

Another one of REP’s standout innovations is the Ares 2.0, a fully integrated cable system that enhances the traditional power rack by adding functional trainer capabilities – all within a single, space-efficient footprint. This design enables multiple users to train simultaneously without interference.

“Traditionally, a commercial gym requires standalone machines for every exercise, limiting the number of users per station,” explains Jones. “The Ares 2.0 solves this. The individual weight stacks allow two users to train at the same time for independent exercises, without interfering with someone squatting or bench pressing on the rack.”

For gym owners, this translates to a higher return on investment. More users per station means less time spent waiting for equipment, improved session flow, and fewer trainers to oversee workouts in a smaller space.

The Adonis is another example of REP’s commitment to creating space-conscious, high-performance equipment. Combining a lat pulldown and low row function within a single machine, Adonis delivers the same biomechanics and power as standalone versions without the massive footprint.

“It’s designed to offer a seamless, user-friendly experience that feels as natural and effective as using a standalone piece of equipment,” Pizer says. “You won’t feel a difference when using the Adonis for lat pulldowns or low row functions, or the Ares 2.0 for true isometric exercises.”

Another Game-Changer on the Horizon

As if REP’s current lineup wasn’t impressive enough, the company is preparing to introduce a revolutionary Smith Machine that will integrate seamlessly into its modular systems, proving once again that equipment doesn’t need to take up more space – it just needs to be smarter.

“This is absolutely a game-changer,” Pizer reveals. “It will elevate the modularity of our rack systems, allowing even more functionality within a compact footprint. You can expect this Smith Machine to be buttery smooth and outperform other standalone options, offering users maximum efficiency and comfort.”

Efficiency That Pays Off

Aside from space-saving benefits, REP Fitness solutions also help gyms reduce costs while improving functionality and user experience.

“REP’s design philosophy emphasizes durability and multi-functionality, which helps gyms save money on equipment purchases,” says Jones. “By investing in robust, multifunctional machines, gyms can reduce the need for multiple separate pieces of equipment.

The result?

• Lower equipment costs
• Fewer maintenance expenses
• A more organized, efficient training space
• A better member experience, translating to enhanced retention
• Fewer trainers are needed because everything is in one place

As strength training continues to flex its muscle in the fitness industry, gym owners and operators have a decision to make: fill their facilities with more equipment, or invest in smarter, more efficient solutions.

REP Fitness is proving that you don’t need more machines – you just need better ones.

Visit REP Fitness at HFA Booth 2431

The post Maximizing Strength Training Without Maxing Out Space: How REP Fitness Redefines Gym Design appeared first on Athletech News.

Action Black, a brash boutique fitness brand that’s already a hit in Colombia and other countries, is plotting major expansion in New York City and across the United States. 

Marketing itself under the bold slogan, “We’re not a (f*ng) gym. We’re the most revolutionary training model in the world,” the boutique fitness brand features a dimly lit, nightclub-style aesthetic, hence the name “Action Black.” 

Beyond its dark-room vibes, Action Black’s other calling card lies in its approach to group fitness. The brand’s locations feature multiple fitness modalities all under one roof, with separate rooms for classes like boxing, strength training, cycling and HIIT. 

Founded in 2015 by former Colombian reality TV star turned gym executive Wilder Zapata Torres, Action Black currently has over 20 locations and counting in its home of Colombia, with additional studios in Spain and Mexico, along with planned openings coming in Portugal and Brazil. 

Now, Action Black is planning to take over the United States. The brand opened its first U.S. location in New York City’s Tribeca neighborhood last year, followed by a second location in NoMad. 

“Everywhere we go, people love it,” Oscar Toro, an Action Black investor who is helping lead the brand’s U.S. expansion, tells Athletech News. “We opened about four months ago in Spain, and it’s doing amazing. It’s the same thing in Mexico.”

Action Black will soon be opening in Williamsburg, Brooklyn, which will become the brand’s largest facility in the U.S., around four times the size of its Tribeca studio. The Williamsburg location will feature additional perks like a lounge, co-working spaces and potentially, community events like “wine Fridays,” Toro tells ATN. 

Additional New York locations are planned for the Financial District in Manhattan and Dumbo in Brooklyn. 

Action Black isn’t staying confined to the Northeast, either. The brand signed a lease to bring a facility to Miami’s Brickell neighborhood, with construction set to begin there soon.

Standing Out From the Crowd

Action Black is seeking to cultivate a distinct experience in the crowded, often repetitive world of boutique fitness. The workout rooms inside an Action Black are dimly lit with bright neon lights, reminiscent of a nightclub. Each class is led by an instructor, but there are also TVs in class so members can also follow along on screen. 

Similar to other Action Black studios, the brand’s Tribeca location features several separate workout rooms, each of which is stocked with equipment for a different group fitness class. Classes include Jab, a boxing fitness class; Savage, a bootcamp-style HIIT workout that combines strength training and cardio; and Solido, which focuses solely on glutes and abs, among other offerings. Locations also feature the “garage,” a free gym area stocked with strength training equipment like power racks, machines and free weights. 

The idea, according to Toro, is that Action Black members can get all of their favorite group fitness workouts in one place, for one price. 

“At most studio gyms, it’s only one modality. Or they have one only space where they’ll do boxing, treadmill, etc.,” Toro says. “We combine all of these modalities into one (location), each of which has its own individual studio. You don’t have to go anywhere else.”

Currently, an Action Black membership can be had for $299 per month for U.S. gym-goers, with annual plans also available. To drum up interest in America, the brand is offering a buy-one-get-one-free membership deal for friends and family members, along with free-trial promotions and class packs.

The brand primarily targets members in their 20s, 30s and 40s, and at a typical Action Black, around 70% of members are female. 

Big Plans for US, International Growth

While America’s boutique fitness market is highly competitive (especially in NYC), Action Black believes it offers something unique with its everything-under-one-roof approach and its nightclub-inspired look and feel.

If all goes well in New York and Florida, the brand plans to target additional states in the U.S. for expansion, identifying North Carolina and Texas as particular markets of interest. 

The American expansion is part of Action Black’s broader worldwide growth plan, which includes the target of opening at around 135 gyms across the globe. 

Internationally, the brand will open more locations in Colombia, Spain and Mexico, along with planned openings in Portugal and Brazil. Additional openings are planned for Shenzhen, China, Dubai, UAE, and Santiago, Chile, per Action Black’s website. The brand has identified London and Germany as additional markets of interest, it told ATN.

The post Action Black, Colombia’s Top Boutique Fitness Brand, Eyes US Expansion appeared first on Athletech News.

Mike Gray is a fitness lifer. The current president and chief operating officer of Club Pilates franchisee Riser Fitness, Gray began his career in the summer between high school and college as a personal trainer at what would become 24 Hour Fitness. 

That term – “fitness lifer” – has taken on new meaning for Gray, who nearly died from unexpected complications from COVID-19 a few years ago.

In April 2021, Gray caught COVID, which initially caused flu-like symptoms, common for a generally healthy middle-aged man. A fitness enthusiast who didn’t smoke and rarely drank, Gray figured he’d shake off the virus in a few days or at most, weeks.

That wasn’t in the cards for Gray, who at the time was serving as president of Club Pilates, one of the world’s largest fitness brands with over 1,000 studios across the globe.

“One evening, my (blood oxygen) level dropped down to 83 and my temperature was at 106. I woke my fiance at the time (now wife) and said, ‘I need to get to the ER, I’m not doing well at all.’ So she drove me to the ER, and that’s all I remember until I woke up,” Gray tells Athletech News, recalling a night that would forever change his outlook on life and leadership. 

An Unthinkable Run-In With Death

After being rushed to the hospital, Gray was placed into a medically induced coma and strapped into an ECMO (Extracorporeal Membrane Oxygenation) machine, a life-support system used on patients suffering from severe heart and lung conditions. Placing patients on ECMO is rare – only around 500 hospitals worldwide carry the machines, according to the Mayo Clinic, and many COVID patients who received ECMO at the height of the pandemic didn’t live long beyond the treatment.

Gray was one of the lucky ones. 

Doctors still don’t fully understand exactly what happened to Gray to cause such serious damage to his lungs and heart, but they do know one thing: he’s lucky to be alive. 

“When I was in the hospital, my lungs had completely collapsed. I had zero lung capacity and was actually on a lung transplant list,” he says. “If one of the doctors didn’t administer the ECMO unit as an experiment to see if it would help me, I probably wouldn’t be here today. I had a very small percentage (chance) of living.”

Road to Recovery

Gray spent the next few months in intensive care and acute rehab, essentially re-learning how to walk, eat and live inside a body that had been severely weakened by an unknown ailment. (Gray even had to get heart surgery during his time in the ICU due to related complications).

Eventually, Gray recovered enough to return home, but he had to live with in-home nurses, oxygen tanks and physical therapy. Around that time, he returned part-time to Club Pilates, eager to get back to his normal life as president of one of the biggest brands in fitness. 

“I jumped back into work as soon as I physically could,” Gray says, noting this was important for him physically but even more so mentally. 

Gray’s colleagues at Club Pilates and throughout the brand’s parent company, Xponential Fitness, were excited to see him. 

“The reception from everyone at Xponential was overwhelming,” he recalls. “There were a lot of emotions; a lot of people thought they were going to lose me. People would say, ‘Thank God you’re alive, we can’t believe it.’ And they supported me in every way you could think of, down to helping me carry my water bottle. I was like, ‘Guys, I got this.’”

Gray kept going on his recovery, drawing inspiration, motivation and desire from his young son. More than three years since that fateful night in April 2021, Gray feels much better, but he’s still working to regain full health. 

“My lungs will never be 100%, but my heart’s still ticking and I’m off all my medications,” he reports. “I’m able to work out, go for a walk and ride a bike, the things most people can do. Am I doing what I did before? Not at all. But I’m very thankful for where I am today, and I’m not done yet. I’m still fighting.”

A New Chapter in Pilates

Professionally, Gray hasn’t missed a beat. After several years turning Club Pilates into a global powerhouse, he took a new position as president of the Xponential-owned Rumble Boxing, eager to help grow the young boxing fitness brand in the same way he’d grown Xponential’s Pilates concept.

But Gray quickly felt the itch to return to Pilates. In September, he was announced as the new president and chief operating officer of Riser Fitness, one of the world’s largest operators of Club Pilates studios. Riser has big plans to expand internationally, including in Mexico, and will count on Gray’s expertise along with $72 million in growth capital from Fortress Investment Group.

Gray is excited to be back in Pilates. He’s even more excited to be back inside a startup-like environment with Riser Fitness. 

“I saw what they were building, and it excited me because I enjoy working with people. I felt the bigger we got at Club Pilates, the less opportunity I had – as a franchisor – to help impact people,” Gray says of his motivation for joining Riser. “What excites me now is I’ve got a great group of employees who are hungry and have done really good work. I get to help elevate their career personally and professionally.”

The people part is important. For Gray, appreciating the people he works with more than the work itself is perhaps the most important and lasting mental change he’s experienced from his near-death experience. 

“At the end of the day, this is a job, and it’s gonna keep going with or without me,” he says. “This experience has made me realize how much impact people have on other people. The job is the job, and it was what I showed up to. But the people are what I really work for.”

He’s also learned to stop sweating the small stuff.

“My outlook has changed: the things that typically would have gotten me worked up rarely do nowadays,” Gray says. “And when I do get worked up – because I’m human – I’ve learned how to walk myself through it mentally and compose myself in a way that gets me back into a state of awareness.” 

The post For Longtime Club Pilates Exec Mike Gray, Fitness Is More Than a Job appeared first on Athletech News.

In 2005, fitness industry visionary Augie Nieto was diagnosed with ALS. A pioneer in exercise innovation, Nieto built Life Fitness into the world’s largest commercial fitness equipment company — only to face a disease that would rob him of movement.

But instead of surrendering, Nieto and his wife, Lynne, launched Augie’s Quest, declaring that incurable is unacceptable. For 20 years, the fitness industry — an ecosystem he helped shape — has been an unwavering force in this fight, raising over $36 million to fuel groundbreaking ALS research.

Now, as Augie’s Quest marks two decades of impact, the industry is stepping up once again, proving that its strength goes far beyond the gym floor.

20 Years of Progress

Since its inception, Augie’s Quest to Cure ALS has raised over $100 million. Under Augie Nieto’s leadership, Augie’s Quest and ALS Therapy Development Institute (TDI) have collectively raised over $200 million to help bridge the gap between scientific discoveries and real-world treatments.

The fitness industry, a community Augie helped shape, has played an instrumental role in this mission, raising more than $36 million and fueling some of the most pivotal research initiatives in ALS treatment. Through nationwide events, fundraisers and dedicated partnerships, fitness brands and industry leaders have rallied, making an undeniable difference.

One case in point: the BASH for Augie’s Quest, one of the most defining fundraising events in the fitness industry’s history. Traditionally held alongside the International Health, Racquet & Sportsclub Association (IHRSA) conference (now the Health & Fitness Association), the event united fitness professionals in a shared mission. Since its inaugural event in 2006, the BASH raised millions for ALS research while demonstrating the industry’s unwavering commitment to driving meaningful change. This year, Augie’s Quest is instead a proud sponsor of the Athletech cocktail party event on March 13.

What made this event particularly powerful is its ability to unite fierce competitors; many of whom, including Augie’s own business rivals, would rarely share the same space.Yet, at the BASH, all competition was set aside in the name of a greater cause. Over the years, it became a unifying force, proving that the fitness industry isn’t just about strength and endurance in the gym — it’s about standing together to improve and save lives.

 A longtime supporter of the BASH event and Augie’s Quest, The Bay Club, headquartered in San Francisco, has gone beyond underwriting VIP parties, continuously championing the cause through auctions, supporting New York marathon runners, and direct contributions.

Matthew Stevens, President and CEO, emphasizes the importance of honoring industry pioneers, saying, “Respecting the past — especially the founders of our industry — is imperative to the core foundation of Bay Club and should be for our entire industry. The fact that Augie Nieto, one of our industry’s visionaries, was stricken with this awful disease means we can never forget his contributions.”

Another fitness industry leader that has been deeply committed to Augie’s Quest since day one is Life Time. In September 2024, the brand launched GO90 for Augie’s Quest, a nationwide 90-minute workout. The event united its athletic clubs across the country in a powerful display of support, raising substantial funds to propel ALS research forward. 

When asked why Life Time supported the cause, Bahram Akradi, Founder, Chairman and CEO of the company simply said, “Because I loved Augie.”

Over the years, Crunch Fitness has also played a significant role in supporting Augie’s Quest through national fundraising campaigns, including Love Your Muscles, involvement in Clubs for the Quest, and more. Their in-club activations and community-driven events have generated substantial funds, demonstrating how local gym communities can rally together for a greater cause.

“We’ve been honored to support Augie’s Quest over the years to help amplify awareness and support for ALS research and to continue Augie Nieto’s mission,” said Jim Rowley, Crunch CEO.  

Another major contributor is Orangetheory Fitness, which has donated over $10 million through fundraising campaigns and direct contributions. A defining moment came in 2018 when the brand raised $4 million in just three weeks through its #IBurn4ALS campaign. Zumba and Newtown Athletic Club have also been extremely supportive – raising over $1 million and just under $1 million, respectively.

“Anything that robs people’s ability to move is worth fighting against,” said Zumba’s Creator and Co-founder, Alberto Perez. “At Zumba, movement is our language, our joy, and our way of bringing people together. We support Augie’s Quest because their groundbreaking work will help to restore hope and mobility to those affected by ALS. Together, we can dance toward a future without this disease.” 

The fitness industry’s collective contributions have directly supported life-changing ALS treatments, including Tegoprubart – a promising therapy designed to slow disease progression by reducing neuroinflammation and protecting motor neurons from damage.

What’s Next? A Simple Yet Powerful Way to Join the ALS Research Fight

As Augie’s Quest marks its 20th anniversary, the question isn’t just how far the movement has come —  it’s how much further it can go. The fitness industry has already played a pivotal role in funding groundbreaking ALS research, but there is still work to be done.

The good news? The next step is already in motion, and it’s one the entire industry can take part in with minimal lift and maximum impact.

In May – ALS Awareness Month – based on the success of the Life Time GO90 event, and also on the sobering fact that every 90 minutes, someone is diagnosed with ALS, Augie’s Quest is launching a nationwide fundraiser and inviting all clubs and studios to join.

It’s simple. Participating clubs will host special 90-minute classes, featuring their most engaging instructors and dynamic programming.

The initiative is designed to be turnkey for gym owners – clubs can set their own entry fees ($25-$50), organize friendly competitions, offer incentives, and engage their communities in a fun yet impactful way. Augie’s Quest provides a customizable toolkit, making it easy for clubs of all sizes to get involved.

With many gyms already signing on, this is a tangible, industry-wide opportunity to continue Augie’s mission and accelerate the search for a cure. For those who haven’t yet participated in Augie’s Quest, this is the perfect way to start.

Says Rowley: “We’re excited to unite the Crunch community this May with this special programming to not only honor the incredible 20-year impact of Augie’s Quest but also inspire an effort among our members and the fitness industry to drive meaningful change.” 

Augie’s Quest has always been about resilience, innovation, and the collective power of a community … the very things that define the fitness industry. 

Rowley echoes this, saying, “Partnering with Augie’s Quest reinforces the importance of community and making a difference, and we’re proud to continually support this cause.”

For two decades, this industry has done just that, proving that its impact extends far beyond the gym floor. The millions raised have not just funded research; they have accelerated treatments, changed lives, and brought hope to thousands.

But the fight is far from over. ALS remains an incurable disease – but, as Nieto believed, incurable is unacceptable. Now, as Augie’s Quest embarks on its next chapter, the fitness industry has more opportunities than ever to make a difference.

As Stevens so perfectly puts it, “Our work here is – and continues to be – a tribute to the sacrifices Augie made for all of us in this amazing industry we get to call a career.”

For more information on how to participate in the 90-Minute Class Fundraising Campaign or contribute to the cause, visit Augie’s Quest.

The post Stronger Together: How the Fitness Industry Is Powering the Future of ALS Research appeared first on Athletech News.

Social media virality can completely transform fitness businesses overnight, but gym owners and fitness professionals are discovering that “instant” or rapid success comes with its own set of challenges. While a viral workout trend or “transformation post” can lead to spikes in memberships and class bookings, it can also strain operations, resources and mental health.

Success stories, such as super viral fitness challenges on TikTok or a gym’s unique approach to training catching fire, have fueled a 27% year-over-year increase in searches for “how to go viral.” But as some gym and studio owners have learned, viral fame can be fleeting, and without the right preparation, the benefits may be short-lived.

The Temporary Boost of Virality

A viral moment can lead to a surge in interest, but it’s not always pure magic. International insurance company Hiscox  spoke to small business owners who experienced virality to share the experience, how they handled it and what they learned.

“Our TikTok video about a BBC career initiative went viral, leading to nearly 40,000 app downloads in a month,” said Samantha Hornsby, co-founder of ERIC. However, she quickly realized that many of these downloads were short-lived and the influx of new members was not sustainable. 

“A lot of people signed up just to try the class they saw online, but retention was tough,” Hornsby said.

Similarly, dance studio owner Nana Crawford saw a 118% spike in website traffic and a 30% increase in class sign-ups after a video of her business, Jiggle Fiit, went viral. But once the online attention faded, so did the new sign-ups.

While the attention and financial gain of a viral moment can be enticing, the pressure to sustain momentum can take a toll on fitness professionals’ mental well-being.

Crawford shared how the pressure to continuously post content was impacting her mental health.

“The pressure to maintain the attention took a toll. Ironically, once I started putting less pressure on myself, my videos continued to perform well,” she said.

Professional Advice

Psychotherapist Eloise Skinner advises business owners, including fitness professionals and gym operators, to stay grounded during periods of intense growth.

“Viral moments do subside, and calmer periods are likely to return. Get as much support as you can, both professionally and personally,” she suggested.

A sudden spike in demand can quickly overwhelm a solo fitness entrepreneur, leading to logistical nightmares – and potential customer dissatisfaction. To maintain quality service, some fitness businesses have adapted by hiring temporary front-desk staff, expanding class offerings and automating scheduling systems.

To help wannabe fit influencers who find themselves in the viral spotlight, Skinner offers key strategies:

Prioritize mental health: Skinner advises people to pace themselves, keep track of key feedback, and return to important comments later. “In the midst of a viral experience, things can easily get lost or overlooked,” she said.

Hire temporary staff to relieve the burden: Business expert David Horne suggests hiring temporary staff or freelancers to manage the influx of new customers. “Expanding the team provides immediate support, allowing the core team to stay focused without risking burnout,” he explained.

Focus on retention strategies: Horne stresses the importance of keeping customers engaged after the viral moment fades. 

“Offer special deals to maintain interest and analyze your metrics to understand new customer segments,” he said. Sending personalized emails to new customers can also help sustain engagement.

While preparing for viral success, fitness businesses must also consider protection.

“Having the right insurance in place, like liability coverage and equipment protection, can help safeguard your gym,” said Nick Thornhill, Direct and Partnerships Director at Hiscox. “These policies support you if workplace accidents or third-party claims arise, allowing you to focus on running your business with confidence.”

Going viral can be a sea change moment for fitness businesses, but without a measured strategy, it can also be a nightmare. By staying prepared, maintaining mental well-being and implementing specific strategies, gym owners can turn viral moments into long-term business growth rather than fleeting fame.

The post The Hidden Challenges of Viral Fitness Fame appeared first on Athletech News.

It’s getting more and more difficult to find corners of the country where functional fitness doesn’t have a market, in large part due to Pvolve. With 18 open locations and over 50 studios sold, all coming a little over a year since the brand launched its first franchise location in San Diego, Pvolve’s rapid growth is undeniable and unparalleled. 

But just because this task of initial growth was accomplished in such a short period doesn’t mean it was simple or easy. Pvolve not only needed to pass a number of pre-launch tests during its initial franchise rollout stage, but several others mid-flight as the brand progressed to reach the heights it’s at today. 

Achieving Liftoff

It doesn’t take long for those partaking in functional fitness to understand its benefits. The modality helps individuals improve their physique, as well as their mobility, strength, and balance to enhance everyday life. However, a new-to-market fitness concept with unique equipment you’ve never seen before isn’t easily grasped. 

“In our earlier days, as an emerging brand, one of the biggest initial challenges in new markets during presale was low brand awareness,” said Jill Brand, Head of Brand at Pvolve. “Very few people had heard of Pvolve, and although the unique fitness modality was driving leads, these individuals weren’t ready to commit to buying a membership for a workout they’d never heard of or tried.”

The message was clear — people needed to experience the workout firsthand. To that end,  the brand designed a robust presale marketing approach that educates the market and drives consumers to free trial classes as a way to lay the foundation first before trying to acquire new members. What’s more, the team moved away from a digital-first approach to an aggressive guerrilla strategy.  

“Rather than relying solely on digital marketing, franchisees are encouraged to actively connect with the community by participating in local events, collaborating with neighboring wellness businesses, and using those as opportunities to drive interest in trialing a class” said Brand. “These in-person strategies are essential to integrating Pvolve into the community and raising awareness for the workout and new studio opening.” 

In the time since its first round of franchisees launched, Pvolve has rounded these practices into a standard operating procedure for pop-ups that helps reel in memberships before satellite doors open. Pvolve HQ works with franchisees from the jump to help them better understand their markets and then launch customized presale campaigns, showcase the brand’s distinct fitness method and encourage more local engagement.

“We love the challenge of going into a new market that may not have otherwise heard of our method yet,” said Brand. “Our main goal is to educate our customers on our incredible method, how it’s different from everything else out there, and get prospective members to try a class and see for themselves.”

“Pvolve was an incredible partner throughout our presale journey,” added Caitlin Pettitt, Owner of Pvolve’s North Scottsdale location. “From providing comprehensive execution guides and best practice recommendations to offering hands-on support every day, their team was truly by our side. Weekly touch base meetings ensured we were always aligned and on track, helping us navigate each step with confidence. Thanks to their expertise, we feel fully prepared for a seamless and successful studio launch!”

Increasing Altitude

Pvolve doesn’t just send its franchisees off into the horizon after that initial stage either. It’s a good thing too, as the obstacles franchisees need to surpass once they get off the ground can be just as tricky to navigate. 

“The online/offline approach to marketing — combining digital marketing with active community engagement — establishes a strong foundation for long-term growth,” said Brand. “This early success creates momentum, but once your doors are open, you need to make sure you’re also focusing on member retention as well.”

Pvolve has resources available to franchise owners to support retention efforts, including  exclusive member events, workout challenges, and brand partnerships that include special experiences and gifting. These all provide ongoing value, help reinforce members’ commitment, and encourage referrals. 

Updates from the Stratosphere 

Today, Pvolve is proud to report that its franchise locations are experiencing growth as the network itself continues to expand as well. The brand credits this to its strategic support and tailored sales and marketing approaches, backed by its best-in-class studio operations. 

“This comprehensive approach to marketing, sales and in-studio experience establishes a foundational lead and member base for ongoing member acquisition and retention,” said Brand. “We continue to see a steady increase in memberships, with monthly retention rates exceeding industry averages.”

These positive takeaways are further supported by member feedback, which often includes the specific mentioning of Pvolve’s core principles when it comes to franchising. 

“Member feedback highlights their appreciation for the welcoming atmosphere and the transformative benefits of the Pvolve method, often noting that the community-first focus sets Pvolve apart from other fitness options,” Brand concluded. 
Boston-area fitness entrepreneurs and any functional fitness consumers in the area will be the next ones to benefit from Pvolve’s franchising methodology. It was confirmed to Athletech News that in the coming year, the state will welcome its first Pvolve location in either Wellesley, Needham, Newton, or Brookline. This is just behind a Santa Monica location, which opened in September, and a North Scottsdale one in November.

This article originally appeared in ATN’s Fitness & Wellness Franchise Outlook Report, which explores the essential questions that can help determine if a franchise aligns with your personal and professional aspirations. Download the free report.

The post Inside Pvolve Franchising: A Step-By-Step Explanation of the Brand’s Growth appeared first on Athletech News.

The fitness industry continues to thrive, offering endless opportunities for those ready to join this fast-paced world. If you’re considering opening a gym or studio, franchising can be an attractive way to get started.

However, owning a franchise isn’t for everyone. It’s essential to assess your personality, skills, and goals to determine if this business model is a good fit. Below, we share key questions to guide your decision.

1. Are You Ready for Entrepreneurship?

Choosing the right franchise is important, but first, ask yourself if you’re truly ready to own a business. Franchise attorney Tom Spadea of Spadea Lignana emphasizes the importance of this initial self-reflection. According to Spadea, “If you want to buy a franchise, you’re making two decisions: Are you emotionally prepared for the journey of ownership? And then, which franchise fits you best?”

Jumping into business ownership means taking on both rewards and challenges, and there’s rarely a clear path to success.

Owning a franchise may feel similar to home ownership versus renting; you’re now responsible for everything. Managing employees, driving memberships, and maintaining operations will fall on your shoulders. A supportive franchisor provides guidance and resources, but ultimately, it’s your business.

2. What’s Your Risk Tolerance?

Franchising appeals to many new entrepreneurs because it offers a structured, proven model. However, each franchise brings its own level of risk. Established franchises come with a well-known name and tested processes, but they often include strict guidelines and higher fees. In contrast, newer franchises allow greater flexibility and input from franchisees but may lack brand recognition and operational maturity.

Red Boswell, president of the International Franchise Professionals Group, suggests finding a franchise that has hit its stride but still offers open territory.

“A mid-sized franchise, around 50 locations, offers the best of both worlds,” he explains. “You’ll benefit from their experience without pioneering on untested ground.”

3. Do You Have the Right Skill Set?

The skills required to run a fitness franchise vary widely, depending on the type of gym or studio. However, fitness is a people-centered business. Before diving in, evaluate your ability to work with clients and address issues, as these interpersonal skills are crucial.

Spadea advises potential franchisees to pay attention to the franchisor’s emphasis on certain skills. “If the franchisor tells you that sales are essential, believe them,” he says. Being honest about your strengths and weaknesses will guide you to the right choice and prevent you from entering a role misaligned with your abilities.

4. Are You Prepared To Commit Fully?

A franchise offers many advantages, but it’s not a hands-off endeavor. Boswell warns against the common misconception of “passive” franchise opportunities. “Many buyers mistakenly think they can be absentee owners, but true absentee options are nearly non-existent,” he notes.

Even semi-absentee arrangements, in which the owner isn’t fully hands-on, are limited and often include strict guidelines. Franchisees are expected to engage with the local community and be a familiar face for clients. Franchisors value this human element, seeing it as a significant contribution to the brand.

Exploring the fitness industry through a franchise can be an exciting journey, but it requires careful consideration. Knowing your entrepreneurial readiness, risk tolerance, skill set, and commitment level will help you make an informed decision.

This article originally appeared in ATN’s Fitness & Wellness Franchise Outlook Report, which explores the essential questions that can help determine if a franchise aligns with your personal and professional aspirations. Download the free report.

The post Is a Fitness Franchise Right for You? Key Questions To Ask Yourself appeared first on Athletech News.

Lumin Fitness, an AI-powered fitness studio delivering immersive workouts, is opening its second smart studio on February 24 in Katy-Cinco, Texas, following a 13-unit franchise agreement signed last year with multi-brand franchise group Verge Fit Holdings.

The investment group operates 200 franchise locations across the U.S. and plans to open 13 Lumin Fitness studios across Texas over the next three years. 

Studios are also in development for Louisiana. 

Lumin Fitness members are guided by wall-to-wall LED screens that track reps, weights and movement while offering real-time feedback and form correction during 40-minute group high-intensity functional training fitness classes focusing on aerobic fitness, muscular fitness, motor fitness and mobility. The group classes change daily, and members can preview the class and make modifications as needed. Participants are encouraged to bring their mobile phones and Bluetooth or wireless earbuds for the in-ear training component, although some are available to rent. 

Personalization is key at Lumin; members can select their own music and training style for each class in the accompanying app.

Lumin uses a proprietary fitness operating system (Lumin OS) to elevate the gamified experience, where points are earned based on workout performance, such as the number of reps completed, range of motion, difficulty of movements and the weight used. Members have the option to participate in leaderboard ranking, and the points can be converted to Lumin Coin, which can be redeemed for perks and rewards. 

Leading up to Lumin’s soft opening next week, the fitness brand is offering the community an exclusive preview of the new studio by hosting multiple free classes daily and special offers for founding members. A Grand Opening celebration is planned for March 1.

“This location is not only a testament to our vision but also to the incredible partnership we’ve built with Verge,” Lumin co-founder and chief product officer Omeed Shams said. “As the flagship location for this partnership, Lumin Fitness Cinco Ranch is poised to set the standard for future Lumin studios across the country. Together, we are redefining the way people approach health and wellness.”

On the franchising side, Lumin Fitness offers a minimal staffing model and classes running every 45 minutes throughout the day.

The post Lumin Fitness Opens First Franchised Location in Texas appeared first on Athletech News.

Financing your first fitness franchise is a pivotal step toward successful ownership. Understanding the available funding options and strategic tips can help you navigate this process effectively. Here’s a basic guide to get you started.

1. Small Business Administration (SBA) Loans

The SBA provides loan programs designed to help small business owners, including franchisees, access financing with favorable terms and reduced down payments. By partially guaranteeing the loan, the SBA lowers lender risk, making it a popular choice among first-time franchisees. The SBA 7(a) loan is one of the most commonly used programs for franchises, according to Guidant Financial, offering loans up to $5 million with terms up to 10 years for working capital and 25 years for real estate. Qualifying for an SBA loan generally requires a solid credit history and a comprehensive business plan detailing revenue projections, expenses, and growth potential.

2. Traditional Bank Loans

Conventional bank loans are another financing option that may be available to franchisees with strong credit, collateral and a detailed business plan. Banks often prefer lending to established franchises with strong brand recognition, as it lowers their risk. Interest rates and terms vary between banks, so franchisees are advised to shop around, comparing terms, interest rates, and repayment schedules. A well-prepared loan application, highlighting the brand’s industry performance and your business acumen, can increase your chances of securing a favorable loan (GoTeamUp).

3. Franchisor Financing Programs

Some fitness franchises offer in-house financing options or have partnerships with specific lenders to help new franchisees get started. These programs can cover initial franchise fees, equipment costs, and even real estate, depending on the franchise model. For instance, Snap Fitness provides its franchisees with customized financing options through partnerships with dedicated lenders, helping franchisees manage their start-up costs with greater ease. Franchise financing programs often come with flexible repayment schedules, enabling new owners to start generating revenue before repaying the loan fully.

4. Rollovers as Business Startups (ROBS)

ROBS allow entrepreneurs to leverage funds from their retirement accounts, such as a 401(k) or IRA, to invest in their business without incurring penalties or taxes. The process involves setting up a C Corporation, establishing a new retirement plan under this corporation, and rolling over existing retirement funds into it. This enables you to buy stock in the new company, essentially self-financing your franchise. 

While ROBS can be a beneficial option for those with significant retirement savings, the process requires strict compliance with IRS guidelines, making professional guidance essential to avoid complications.

5. Alternative Financing Options

For franchisees who may not qualify for traditional loans, alternative financing methods can offer a path forward, according to FM Consulting. Options include equipment financing, where the purchased equipment serves as collateral, and crowdfunding platforms that allow business owners to raise capital from a large pool of smaller investors. Equipment financing, in particular, is popular in the fitness industry due to the high cost of gym machines and technology. Crowdfunding may also work well for fitness franchises, especially those with a unique or community-focused mission that resonates with potential backers.

Tips for Securing Financing:

• Develop a Comprehensive Business Plan: A detailed plan demonstrates your preparedness and the potential profitability of your franchise, instilling confidence in lenders.
• Assess Your Financial Health: Ensure your credit score is strong and your financial records are in order, as these are critical factors for loan approval.
• Consult Financial Advisors: Engage with professionals who specialize in franchise financing to guide you through the process and help identify the most suitable funding options.

By thoroughly researching and understanding these financing avenues, you can make informed decisions that align with your financial situation and business goals, setting a solid foundation for your fitness franchise venture.

This article originally appeared in ATN’s Fitness & Wellness Franchise Outlook Report, which explores the essential questions that can help determine if a franchise aligns with your personal and professional aspirations. Download the free report.

The post 5 Ways to Fund Your Fitness Franchise Dream appeared first on Athletech News.

The MAX Challenge, a group fitness brand with 27 locations in New Jersey and a handful of studios in surrounding states, is rebranding as it eyes continued franchise growth, potentially nationwide. 

The Morganville, New Jersey-based brand has become known for its namesake “challenge,” a 10-week body transformation program that combines group workouts, nutrition coaching and motivational tools. 

The brand will now be known as MAX Fitness & Wellness Center, a move founder and CEO Bryan Klein says is in line with the industry’s shift toward holistic, long-term wellness. 

“The word ‘challenge’ is kind of limiting. Wellness is about your entire life; it’s not about 10 weeks,” Klein tells Athletech News, although he notes that for MAX members, the program “has always been about your entire life, not just about 10 weeks.” 

More Than Just a Fitness Business

Klein founded MAX back in 2011, inspired by his own journey of losing over 100 pounds after he gained weight coping with stressful life events including complications from his first son’s birth. 

“I noticed people walking in and out of gyms every single day looking the same; they didn’t look like they were making any progress,” he recalls. “I thought, “Somebody’s got to combine fitness, nutrition and motivation to help people make amazing changes in their lives.”

Through its signature 10-week challenge program, MAX combines weekly strength training and high-intensity interval training (HIIT) workouts with personalized nutrition guidance and group-based motivation to help members lose weight, gain strength and build generally healthy habits. The challenge’s nutrition portion emphasizes clean eating and progressive dietary changes over time, while members perform exercises with equipment including dumbbells, kettlebells, machines and battle ropes, along with cardio.

The typical MAX member is between 35 and 55 years old, and most members are new to fitness or haven’t been following a consistent workout program at the time of joining. Classes run five times per week, typically Monday through Friday, with an optional sixth day on Saturday. Classes start as early as 5:00am for morning people. 

“At first people think it’s absolutely insane,” Klein says. “Two weeks in, they’re like, ‘I can’t believe it, I thought I would never be able to get up at four-something in the morning to get here by five Monday through Friday. Now, I can’t imagine not doing this every single day.’”

The brand started slow at first, enrolling just 32 members during its pre-sale process back in 2011. But Klein’s concept quickly caught fire as MAX members shed pounds, got stronger and saw their confidence increase by the week, thanks in no small part to the camaraderie of group exercise. 

“Six months in, we had over 500 people with no advertising,” Klein says. “For one reason: results. People were getting amazing results. Their friends were saying, ‘What are you doing?’ They would tell them, ‘The MAX.’ And people just started showing up like crazy.”

Since then, MAX has gradually expanded through franchising, establishing a large presence in New Jersey and then adding locations in Brooklyn and Staten Island in New York as well as Connecticut, Delaware, Pennsylvania and even Ohio. 

Rebranding for a New Era

As it looks toward its new chapter as MAX Fitness & Wellness Center, the brand will look and feel a bit different for members. Over the next 12 months, all MAX locations will be redesigned with a new visual identity, interior design and brand messaging.

“Our (new clubs are) going to be modern, sleek and inviting, but even more important than that, we’re going to be incorporating new equipment” and services, Klein says. 

New services include My Wellness Coach, a premium membership program that offers a more robust version of MAX’s traditional personalized coaching. For an add-on fee, My Wellness Coach members get access to one-on-one coaching and advice that “addresses everything related to wellness” including sleep, anxiety and tools for members on GLP-1 weight-loss drugs. 

While the rebrand is meant to bring MAX in line with the modern fitness and wellness industry trends, the 10-week challenge will remain a core part of the brand’s identity under its new name. 

“I think it’ll always exist, whether we call it a challenge or something else,” Klein says, noting that people often find it easier to commit to a 10-week program compared to a long-term fitness goal. 

“If I ask somebody to change for the rest of their life, they’re probably not going to do it. But if I ask them to try something for 10 weeks, that seems much more manageable,” he says. “We’re constantly breaking (the program) down into small pieces. By the end, people want to continue; they never want to go back to the way they were.”

Eyeing Expansion, New Franchisees

Armed with a new name and an evolved fitness philosophy, MAX is eyeing serious expansion. Recently, the brand signed new franchise partners in Staci and Jeff Force, a husband-and-wife duo that owns eight Checkers locations, to run MAX’s Old Bridge, New Jersey, location. 

Moving forward, Klein says MAX will target other multi-unit franchisees like the Forces who have experience running successful franchise businesses in other verticals and are now looking to make a difference in people’s lives through fitness. 

This year, MAX intends to add around 6 to 12 new franchise locations before embarking on what Klein calls a “hyper-growth strategy” in 2026 and beyond. If all goes according to plan, the brand could look to expand beyond just the Northeast and into other markets across the United States. 

Asked what separates MAX from competing gyms and studios in a highly competitive American fitness market, Klein circles back to his reason for creating the brand fourteen years ago. 

“It’s simple: you know how so many people set a New Year’s resolution to get in the best shape of their lives and they don’t do anything about it? Our job is to help people finally draw a line in the sand and do something about it by combining exciting fitness classes with nutrition coaching and motivation to help people make amazing changes in their lives,” he says. 

The post MAX, a Northeast Gym Staple, Rebrands, Eyes Nationwide Growth appeared first on Athletech News.

ISI® Elite Training has announced a new partnership with Macrostax Team, a nutrition software platform that provides personalized, science-backed meal plans. The collaboration aims to enhance ISI Elite Training’s strength and conditioning model by integrating a structured nutritional approach, giving members access to tools that support both their training and dietary needs.

ISI Elite Training, known for its 50-minute, high-intensity sessions focused on functional strength and endurance, is expanding its offerings to include customized nutrition planning through Macrostax Team. The Macrostax platform provides macro-based meal plans tailored to individual goals, allowing users to track food intake, set fitness and nutrition targets and receive guidance on optimizing performance and recovery.

For members, this partnership offers access to a dashboard where coaches can monitor individual and group progress, particularly during nutrition challenges. The Macrostax app enables members to track their meals and macros while receiving ongoing support from their fitness community.

The partnership is launching with the IRON28 Challenge, a 28-day program designed to reinforce fitness habits through structured training and guided nutrition. As part of the challenge, participants will have access to Macrostax’s app to follow customized meal plans, track their progress, and engage with challenge groups for accountability and motivation.

While the IRON28 Challenge marks the first major initiative between the two companies, the partnership is intended to extend beyond a single program. ISI Elite Training and Macrostax Team plan to continue integrating training and nutrition to help members improve performance, recovery and overall health.

The collaboration reflects a broader industry trend of fitness brands incorporating digital tools and personalized nutrition to support members beyond the gym floor.

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Barre3 is off to a strong start this year, having just acquired San Diego-based barre brand Studio Barre. The move adds 11 studios across California, Montana, Rhode Island and South Carolina under the Barre3 banner.

Last fall, the omnichannel Barre3 stuck a similar deal to convert three Barre Centric studios, a New York-based barre brand.

“When I first envisioned Studio Barre, my dream was to build a space where people could come together, challenge themselves, and grow,” Studio Barre founder Shannon Higgins said. “Above all else, Studio Barre has always been about community—welcoming, supportive, and inclusive. Today, that community has found its new home with Barre3. As we embark on this exciting new chapter, I am filled with gratitude and excitement for what’s to come.” 

Sadie Lincoln, Barre3 CEO and co-founder noted that she is impressed with the owners of the Studio Barre studios and is honored to welcome them into the Barre3 network.

“These women are driven by purpose and passion and really eager to grow their respective business’ with the support of Barre3,” Lincoln said. She was recognized last year as Entrepreneur of the Year by Ernst & Young Mountain West and named to the Forbes 50 Over 50 list. “This combination of purpose and drive is powerful, and I can’t wait to see the positive changes we collectively make as we enter this new era of growth together.”

The newly acquired Studio Barre studios will be rebranded as Barre3 over the next seven months.

Barre3 recently hit a new milestone: 200 studios open and in development and announced further international expansion is on the horizon, as well as acquisitions and studio conversions.

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Outside Interactive Inc., a provider of outdoor content, mapping, events and experiences, has acquired Inntopia, a software solutions provider for the adventure travel and hospitality industry. The deal combines Outside’s audience and digital utilities with Inntopia’s booking platform, offering an integrated travel planning experience for outdoor businesses and tourism operators.

The acquisition allows Outside to incorporate Inntopia’s booking, marketing and business intelligence solutions into its system, giving ski resorts, national parks, golf and wellness resorts, and tourism bureaus a streamlined approach to reaching adventure travelers. Inntopia’s platform is used by more than 200 destinations across North America, Europe and Australia and will now integrate with Outside’s existing audience and advertising network.

“By combining our content, utilities and community with Inntopia’s booking platform technology and research, we’re creating a one-stop shop for outdoor adventure travel,” said Robin Thurston, CEO of Outside. “We see this as an opportunity to reduce friction for travelers looking to book everything from lodging to activities in one place.”

Thurston emphasized the increasing consumer shift toward experiences over material purchases, noting that “we used to be very much a purchase economy, and now people are prioritizing experiences, particularly in wellness and adventure travel.” 

The integration of Inntopia’s capabilities aligns with this trend, supporting the rise of experiential tourism across various sectors, including fitness and wellness retreats. “Our booking platform is a perfect complement to Outside’s content, utilities and community,” said Trevor Crist, CEO of Inntopia. “We’re excited to work together to create the ultimate travel platform for outdoor adventurers.”

The platform may also enable potential collaboration with fitness studios, personal trainers and wellness coaches, expanding access to outdoor adventure experiences. 

“If I’m traveling somewhere for a retreat or an active vacation, why couldn’t I also book a fitness session with a local instructor or a guided outdoor workout?” Thurston said. “We’re looking at making these experiences more interconnected than people realize today.”

Inntopia’s technology simplifies the complex logistics of booking multi-component travel experiences. “Think about how difficult it is to book a full ski vacation — accommodations, lift tickets, rentals, lessons — it’s a lot. We streamline that,” Thurston explained. “And now, we can extend that concept to wellness retreats, adventure travel, and even personalized fitness experiences.”

The integration also allows for recommended curated travel experiences based on user behavior.

“I definitely think AI curation and personalization will play a significant role,” Thurston noted. “Another important factor is the addressable market — there are people who, like me, bring their bike or skis everywhere and are willing to deal with friction to have a great experience. But for many, that friction is a deterrent. As we reduce barriers and enhance personalization, we could open up a much larger market. More people might engage in these activities and even become lifelong participants if we create a seamless experience.”

The deal expands Outside’s event services and tourism partnerships while providing Inntopia’s clients with access to a broader audience. Financial terms of the acquisition were not disclosed. BrightTower, a New York-based investment banking firm, served as the exclusive financial advisor to Inntopia during the transaction.

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Even with more and more consumers finding their way into trendy, boutique studios rather than warehouse-sized buildings glistening with household names, big-box gyms still carry the upper hand when it comes to the fitness industry. From the jump, they wield the real estate, reach and resources most boutiques strive to one day attain. 

Be that as it may, this handicap doesn’t leave boutiques at a total, irreversible disadvantage. As long as brands establish a creative approach to space and training solutions with help from BeaverFit, a leading fitness equipment design, manufacturing and distribution company, they can come out on top, no matter how steep the climb is.

“Our focus is really on listening to the needs and challenges from our customers, and working with them, to provide them with unique or bespoke solutions that bridge those gaps,” said Nick Vay, BeaverFit VP of Commercial Sales. “Whether it be functionality, design/aesthetic, space efficiency, or all the above, our goal isn’t to sell you something off the shelf, but rather help build something that didn’t exist before.”

Use What You Pay For

Real estate might be one of the most common purchases fitness operators will make and not get a full return on their investment with — and it’s often entirely their fault. While some gyms identify free space on a gym floor as its own amenity, those areas are often still underused and fail to foster concrete engagement and retention. 

Working with BeaverFit, MADabolic took things in another direction, creating custom bay units that save studios 500 to 750 square feet for additional activities. Doing so allowed MADabolic to use its gym floor area to the max without congesting the space or compromising the member experience.

Establishing advantages like this is crucial to success in today’s day and age with real estate, labor, expertise, goods and materials all rising in cost, MADabolic argues. 

“Operational capacity has never been more critical,” said Brandon Cullen, Co-Founder and Chief Concept Officer at MADabolic. “This is why partners like BeaverFit are invaluable. Their entire mission is to deliver customized solutions that address the cost-per-square-foot equation.”

Storage and Transitions

While utilizing versatile and efficient machines represents a solid place to start when it comes to optimizing space, that’s only half the battle. What to do with your equipment when it’s not in use matters equally, if not more. 

It’s rare to have a member clock into a gym, use one piece of equipment and then go on their merry way. More often than not, they bounce around, transitioning from one activity to another. Making that process seamless and smooth goes a long way in terms of member satisfaction. 

“It all has an impact on the overall member experience and how well your workout will be perceived,” said Matt Wright, Chief Growth Officer at EYS of the little things during workout transitions. 

EYS set out to accomplish this with BeaverFit by crafting their own custom bay units that allowed swift boxing bag replacements or removals. Working with heavy bags once required a tiresome set-up process where users needed to hang bags up or take them down before partaking in different training segments. So, BeaverFit built a sliding trawler arm into the center of the station, allowing bags to slide in and out of place as easily as a coat on a rack. 

Doing so opened the floodgates for more exercise opportunities, time and variation with minimal effort. 

“In the boutique fitness space, intentionality and flexibility are everything,” said Vay. “So by creating solutions that make it improve these, while simultaneously improving efficiency, members can transition between exercises without leaving their space, and the studios can continue to evolve their programming to meet the needs of their members. This makes it easier for members, the trainers who are leading these classes, and ultimately, the studios, who continue to focus on maximizing the member experience.”

BeaverFit also lent a helping hand to Spenga as it launched a smaller footprint design by 1,000 square feet. Spenga, whose workouts combine spin, strength and yoga, found itself in a tough spot after its former manufacturer stopped producing the version of its “strength pod” used widely across its studios. BeaverFit saved the day by crafting a series of new strength pods which include a variety of new solutions such as side hooks, which pull accessories out of the way when not in use to save space. 

“Spenga came to us with some pretty specific, but unique challenges,” said Vay. “At the time, nothing like that existed in the market, so we were able to sit down with their leadership team and develop exactly what they needed, rather than try to sell something off the shelf.”

“Our collaboration with the BeaverFit team enabled us to customize efficient strength storage solutions that enhanced this transformation,” said Roger McGreal, Co-Founder, Spenga. “The smaller footprint presents significant cost savings while maintaining the incredible workout experience our members have come to love.”

Think Differently 

At the core of all these initiatives lies a willingness to think outside the box. Cookie-cutter solutions will at best keep you afloat, whereas customization and tailor-made products will keep you paddling forward. The latter is necessary to survive for any boutique charting out into the fitness industry’s unpredictable waters.

No matter the business or its goal, BeaverFit prides itself on its ability to work closely with clients to understand their ambitions and consequently bring them within reach. 

“That’s the big difference for us: we build differently,” said CJ Kostranchuk, Director of Key Accounts at BeaverFit. “No other company is able to sit down with a customer, listen to their needs, and potentially start from scratch to create something. And I think that’s really where this industry is heading – toward being able to do things differently.”

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Women-owned and operated boutique fitness and wellness brand Barre3 has reached a new milestone: 200 open and in-development studios.

Headquartered in Portland, Oregon, Barre3 has expanded to 41 states since its launch 16 years ago, serving 5 million fitness enthusiasts through its in-person boutique fitness experience and online workout platform launched in 2011—ahead of the curve.

At the helm of Barre3 is CEO and co-founder Sadie Lincoln, who was recognized last year as Entrepreneur of the Year by Ernst & Young Mountain West and named to the Forbes 50 Over 50 list. She was once invited to the White House by Dr. Jill Biden in recognition of Barre3’s commitment to women’s health awareness.

“I am honored to represent over 200 studios, all owned and operated by purpose-driven women,” Lincoln said. “As a company of women owners, we are dedicated to creating spaces where each individual knows and trusts we will meet them at each inflection point in their lives, like childbirth, a new career, or entering menopause, when being strong matters most. We are all a part of something bigger than a workout. Together, we are redefining success in fitness.” 

The in-person Barre3 experience offers a whole-body signature class that combines strength, cardio and mindfulness, a strength-focused class, a cardio class for aerobic fitness, and a mindful flow class for mobility, stability and active recovery. 

Its online program features over 2,400 workouts and content focused on sleep health and pre-and postnatal fitness. The brand has also expanded its reach by hosting women’s retreats and forming partnerships with human performance wearable brand Whoop and activewear company Beyond Yoga.

Looking ahead, the boutique fitness leader shares that further international expansion is on the horizon, along with growth strategies such as acquisitions and studio conversions.

Last fall, Barre3 announced it would transition three Barre Centric studios, a New York-based barre brand, adding it under its banner. The deal saw all Barre Centric studios signing franchise agreements with Barre3 and converting their locations. 

“While none of our 200 Barre3 owners are exactly alike, they all share one common trait: the Barre3 class has profoundly impacted their lives,” Barre3 franchise manager Rachel Intile said. “This deep connection to the class and our mission, along with their generous spirit and business acumen, drives them to bring Barre3 to their local communities. As we look to the future, I am even more motivated to see Barre3 reach its highest potential.”

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Pilates equipment leader Basi Systems has partnered with Middle East gym giant GymNation to make Pilates more accessible to the Middle Eastern market by adding Pilates equipment in GymNation facilities. 

The news follows GymNation’s announcement late last year that it would invest $1.5 million in Pilates studios at existing and future GymNation locations. As a low-cost gym leader in the region, GymNation reports its model has drawn an influx of female fitness consumers — many of whom may be interested in Pilates, if the U.S. trends are any indication. 

Basi Systems CEO Matthijs Wilhelmus stated that partnering with GymNation is a perfect fit for the equipment maker.

“GymNation’s commitment to excellence in fitness and member experience aligns perfectly with our mission to deliver the Perfect Pilates Experience through precision-engineered equipment,” said Wilhelmus, who was appointed as CEO in 2023. “We are excited to bring our shared vision to life and build the growth of the Pilates community in the region.”

As GymNation CEO and founder Loren Holland points out, far too many fitness consumers in the region are priced out of Reformer Pilates class offerings.

“At GymNation, we’re rewriting the rules once again—offering the very best Pilates equipment, led by highly trained instructors, with full access to all our state-of-the-art facilities included… all for a monthly price that typically covers just 2-3 classes at boutique studios,” Holland said.

Holland’s take was underscored in GymNation’s UAE & KSA Health & Fitness Report 2025, which revealed the data behind the rising interest in fitness in the UAE and Saudi Arabia. The report shows 92% of those surveyed expressed a desire to be healthier in 2025 but high costs and ‘gym intimidation’ are barriers. 

GymNation opened ten gyms in 2024, six of which are in Saudi Arabia, which Holland described as a highly business-friendly environment that has ongoing support from the Ministry of Investment.

The Middle East continues to be a region to watch in 2025. Human performance wearable company Whoop has set its sights on the Middle East, along with Anytime Fitness, boxing franchise UBX and Orangetheory Fitness.

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