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.

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Virtuix Studios, which raised more than $5 million in 2023 for its gamified platform, has officially launched Treks—an immersive fitness tourism experience that takes players on virtual adventures using the company’s Omni One full-body VR system. The system allows users to not only walk and run, but also crouch, kneel, jump, strafe, and even backpedal within virtual worlds.

The first release of Treks, $29.99, features guided tours through the Grand Canyon, Niagara Falls, New York City and Saudi Arabia, taking players on an immersive journey. According to Virtuix, an hour of walking in Treks can burn roughly 500 calories.

“With Treks, you’re not just watching these destinations—you’re moving through them,” Virtuix CEO Jan Goetgeluk said. “It’s a great way to stay active while exploring some of the world’s most iconic places. Fitness and adventure go hand in hand, and Treks brings that to life in a whole new way.”

Virtuix’s system includes a treadmill-like platform that lets players wearing a VR headset walk or run safely in any direction, secured in an adjustable support vest attached to a metal arm, allowing for 360-degree movement within a virtual world.

Last month, Virtuix added several new VR games and fitness experiences to the Omni One store, such as Arizona Sunshine Remake, Arizona Sunshine 2, Into The Radius and new games such as Thief Simulator VR, Everslaught Invasion, Totally Basketball and Motion Soccer. 

“The excitement around Omni One has been tremendous, and with these new additions, we’re giving our players an even larger variety of experiences to stay active and fit while playing video games,” Goetgeluk said.

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The fitness franchise industry is experiencing robust growth, driven by consumer preferences and innovative business models. As health consciousness rises and workout habits shift, the sector shows promising opportunities. Recent data reveals several key trends shaping the future of fitness franchising.

1. The number of franchise establishments in the U.S. grew by 2.2% in 2023, reaching 806,270 units, with a projected increase to 821,589 units in 2024. Americans spend an average of $286 per month on health and fitness-related activities and services (Franchise Clues).

2. According to IBISWorld, fitness franchises saw a 4.9% annualized revenue growth over the past five years, reaching $2.9 billion. Projections indicate that revenue could increase at a 5.4% annualized rate to $3.7 billion as we approach 2025, with demand driven by a growing base of gym-goers, especially among baby boomers and younger generations (Guidant Financial).

3. 73% of fitness franchises perform best in areas with median household incomes above $75,000 and population densities of at least 50,000 within a 5-mile radius (Franchise Times Market Analysis).

4. The global fitness industry is projected to reach $115.6 billion by 2026, growing at a compound annual growth rate (CAGR) of 7.3% (Sharpsheets).

5. About 89% of successful fitness franchises offer hybrid membership models combining in-person and digital services, up from 35% in 2019 (Fitness Industry Technology Council).

6. In 2023, the total revenue generated by the U.S. franchising industry was estimated at $858.5 billion, with a forecast of $893.9 billion for 2024, indicating a steady growth trajectory (Franchise Clues).

7. Recent fitness industry data shows a striking pattern in gym membership growth. While mid-range facilities charging $24-74 monthly saw modest success, the extremes of the market experienced the most dramatic expansion. According to the Health & Fitness Association, premium gyms ($75-99 monthly) enjoyed a robust 21% increase in memberships. Even more remarkable was the budget segment (under $25 monthly), which surged by 69%. Meanwhile, traditional mid-market health clubs posted a modest 2% growth.

8. Average profit margins for fitness franchises range between 16.5% to 22.8%, with premium boutique concepts achieving higher margins up to 30% (FranData Industry Analysis).

9. The average initial investment for a fitness franchise typically ranges between $250,000 and $500,000 depending on the brand, location, and size of the facility, with factors like franchise fees, leasehold improvements, equipment costs, and initial marketing expenses all contributing to the total amount needed to open a gym franchise (Franchise Business Review).

10. The average time to achieve positive ROI for fitness franchises is 2.3 years, with low-overhead models reaching profitability in as little as 18 months. (Entrepreneur Magazine’s Franchise 500).

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.

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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.

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Conquer Padel is the first U.S. operator to introduce a franchise model for padel, a fast-growing racquet sport. With its flagship location set to open in Tempe, Arizona, in the summer of 2025, Conquer Padel is hoping to expand the sport nationwide.

The Tempe flagship will feature five courts alongside amenities, including cold plunges, stretch areas, saunas, locker rooms, showers, and private office pods. The clubs will also feature networking spaces such as bars, lounge areas and grab-and-go food options.

As of 2024, the U.S. has seen a rapid rise in padel facilities, with more than 70 clubs and 400 courts, twice as many as the previous year. That number is expected to grow significantly, with projections estimating up to 15,000 courts by 2029.

Beyond Tempe, Conquer Padel has already outlined its expansion plans, with clubs set to launch in Phoenix, Atlanta, Salt Lake City and Los Angeles. The company’s corporate club development strategy is designed to establish a strong operational foundation, supporting franchise sales while creating opportunities for franchisees to purchase established locations within the Conquer Padel network.

“We are proud to bring Conquer Padel to life at a pivotal moment for the sport,” said Co-Founder Tom Konkowski. “Padel is at an inflection point in the U.S., experiencing explosive growth as demand surges nationwide. Racquet sports have never been more popular and we see an opportunity to redefine how people experience and connect through padel.”

With more than 1,500 pickleball franchise units awarded as of January 2025, according to the brand, the demand for social, racquet-based facilities is growing. Conquer Padel aims to award 50 franchise units in 2025, with a long-term goal of adding 25–100 new locations per year.

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As a fitness professional, you’re navigating a quickly changing industry where technology, sustainability and wellness integration are transforming the way gyms operate and attract members. The “Gym of the Future” isn’t just about shiny new equipment — it’s about rethinking spaces, services and experiences to meet client and member needs.

This FAQ, based on ATN’s Gym of the Future report, dives into the key trends shaping tomorrow’s fitness matrix, from AI-driven personalization and hybrid training models to mental health support and sustainable practices. Arm yourself with the insights you need to future-proof your fitness business and continue delivering exceptional value to your clients.

1. What is the “Gym of the Future”?

The “Gym of the Future” represents a shift toward a more holistic, connected, and personalized approach to fitness. It embraces technological advancements like AI and wearable technology to personalize workout routines and track progress while incorporating wellness services like mental health support and recovery options. Sustainability is also a crucial aspect, with eco-friendly equipment and practices becoming increasingly important.

2. How are gyms using technology to personalize fitness experiences?

Gyms are integrating wearable technology, AI-driven platforms, and connected fitness equipment to tailor workouts to individual needs and preferences. Wearable devices track real-time data like heart rate and calorie burn, while AI platforms create custom routines that adjust based on performance, progress and even health conditions. Examples include Peloton’s adaptive classes and Ergatta’s rowing machine, which recalibrates workouts after each session.

3. How is the fitness industry addressing mental health?

Recognizing the connection between physical and mental well-being, the fitness industry is incorporating mental health support into its offerings. This includes dedicated spaces for meditation and mindfulness practices, classes like yoga and tai chi, and the integration of digital platforms with guided meditation sessions and AI-driven therapy tools.

4. What does ‘hybrid fitness’ mean?

Hybrid fitness blends in-person and digital fitness experiences, allowing individuals to work out at home, at the gym, or on the go. iFIT, for example, offers a robust platform with live and on-demand classes, virtual training sessions, and content focusing on mental health and fitness education, accessible through their connected fitness equipment or app.

5. How are gyms incorporating sustainability into their operations?

Sustainability is becoming integral to gym operations. Companies like SportsArt are developing energy-generating equipment, while others prioritize durable, long-lasting products to minimize waste. Gyms are also implementing eco-friendly practices like using recyclable materials, reducing energy consumption and adopting sustainable procurement policies.

6. How are financing solutions adapting to the evolving fitness landscape?

Companies like Broad Fit Financial are evolving their financing solutions to support the changing fitness industry. They are recognizing the increasing demand for wellness amenities, recovery options, and youth fitness programs, providing funding for both traditional and emerging modalities beyond standard gym equipment.

7. What can gym members of the future expect?

Gym members in the future can expect highly personalized, connected, and sustainable fitness experiences. They will have access to tailored workout plans based on real-time data, AI-driven coaching and on-demand and virtual fitness options. Sustainability will be paramount, with gyms adopting eco-friendly practices and offering equipment with reduced environmental impact.

8. How is the gym layout changing to accommodate new fitness trends?

The gym floor is moving away from rows of traditional machines towards more open spaces that allow for functional and movement-based training. This shift is driven by the rise of activities like HIIT, functional fitness and sports-specific training that require more dynamic and versatile workout areas.

Interested in learning more about the tactics others are using to stay a step ahead? Download the free report now. 

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Life Time is kicking off a free, expert-led 30-day program dubbed Ultimate Protein Reset in tandem with National Protein Day on February 27 and ahead of National Nutrition Month in March.

The program, which launches March 3, will be available on Life Time’s app, where challenge participants can access the luxury athletic country club operator’s dietitian team for nutrition advice, weekly live education sessions, meal ideas, shopping lists and motivation.

Life Time’s complimentary offering builds on LTH, its new line of supplements and wellness products that it launched on the heels of a survey that revealed that 71% of adults feel overwhelmed by supplement options or confused by labeling. 

Part of the LTH line includes D.TOX, a 14-day nutritional program focused on whole foods that encourages building healthier habits, as well as daily multivitamins and greens capsules, LTH Build Whey+All-In-One and LTH Fuel Vegan+All-In-One with 30 grams of protein, LTH Whey Protein, LTH Vital Vegan Protein and LTH Flex Whey Protein Isolate (each with 20 grams of protein), LTH Prime Collagen Powder and LTH Rewind Collagen Elixir. 

“The Ultimate Protein Reset is designed to take the guesswork out of protein intake and help people fuel their bodies effectively,” senior director of LTH Supplements at Life Time and registered dietitian Anika Christ said. “Protein is an essential macronutrient for muscle recovery, aiding metabolism and promoting satiety. Many people struggle to consume enough of it daily, and there are now safe, effective and great tasting options to achieve this.”

At a time when freebies are hard to come by, Life Time has noticeably ramped up its complimentary offerings to expand its reach. The high-end lifestyle operator is wrapping up a four-week Everyday Well Challenge on its app that was open to all.

As for Life Time members, the high-end operator is adding cold plunges to more than 70 of its clubs by summer.

“Cold-water therapy is one of the most effective ways to recharge your body and mind,” said Life Time director of recovery and performance Danny King. “By spending just 30 seconds in a cold plunge, you can boost your energy, improve your sleep and build mental resilience. It’s a simple yet powerful tool for recovery. By integrating this into the comprehensive offerings at Life Time, we further solidify our position as the premier holistic destination for health and wellness, providing unparalleled opportunities for our members to live healthy, happy lives.”

Life Time is set to report its Q4 and full-year 2024 earnings on February 27.

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Virtual nutrition coaching platform Dietitian Live is deepening its partnership with 24 Hour Fitness following a pilot program in 2024, where over 250 members across 30 locations benefited from dietitian guidance, reporting sustainable goal setting and improved eating habits,

Now, the program will grow to more than 250 locations this year, so 24 Hour Fitness members can access virtual sessions with registered dietitians to receive personalized nutrition strategies that support their wellness goals.

The sessions will come at little to no cost for members who use their health insurance, according to the brands.

“At 24 Hour Fitness, we are committed to providing our members with the tools and support they need to achieve happy, healthy lives,” said Jen Hofeling, senior director of retail. “Partnering with Dietitian Live allows us to offer a truly comprehensive approach to health, ensuring that nutrition and fitness work hand-in-hand for optimal well-being.”

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Pulse Fitness has launched the Everyday Warriors campaign in collaboration with two-time Paralympian Ian Marsden to advance inclusivity in gym spaces. The initiative aims to eliminate barriers for disabled athletes and ensure fitness facilities cater to individuals of all abilities.

The campaign underscores Pulse Fitness’ commitment to fostering equitable access to fitness through its Inclusive Range of equipment, designed with accessibility at its core. With features such as swing seats for wheelchair users, multiple adjustment handles, and high-visibility color schemes for visually impaired individuals, the line currently consists of 18 strength and cardio machines.

According to the World Health Organization (WHO), an estimated 1.3 billion people, or 16% of the global population, experience significant disability. Despite this, only a small fraction of fitness facilities worldwide provide fully accessible training equipment, limiting opportunities for disabled individuals to engage in fitness activities. Adaptive fitness solutions like Pulse Fitness’ Inclusive Range are crucial in bridging this gap and promoting equitable participation in health and wellness.

“The launch of our Everyday Warriors campaign is a call to action for the fitness industry to break down the barriers that prevent gyms from being truly inclusive spaces,” said Liam Lister, director of regional sales at Pulse Fitness.

“Everyone deserves equal access to fitness opportunities, and our Inclusive Range is not just about meeting minimum accessibility requirements — it’s about creating an environment where everyone feels seen, supported, and able to achieve their fitness goals.”

As part of the initiative, Marsden has joined Pulse Fitness as the official Inclusive Line design consultant. A champion powerlifter and former Sports Personality of the Year, Marsden brings firsthand experience of the challenges faced by disabled gym-goers and will collaborate with Pulse Fitness to refine and further innovate the equipment line.

“Fitness should unite us, not segregate us,” said Marsden. “I’m thrilled to partner with Pulse Fitness to ensure that their gym equipment caters to a wider range of needs. Features like the swing seat allow those in wheelchairs, like myself, to easily move it out of the way and train. Together, we’re redefining what inclusion looks like in the fitness world.”

Pulse Fitness is urging gyms, fitness facilities and industry leaders to embrace inclusivity by integrating equipment that supports users of all abilities rather than relying on segregated spaces.

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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.

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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.

Fitness enthusiasts are spoiled for choice these days, with enough workout classes, wellness concepts and tech gadgets to fill their calendars many times over. 

For marketers and brand-builders, navigating this landscape requires a deft hand – and some outside-the-box thinking. 

At the Connected: Health & Fitness Summit 2025 held in Los Angeles this week, executives from top brands including Barry’s, Flex, Les Mills and Whoop took the stage to share how they’re building brand loyalty in the digital era. 

ATN breaks down some of the key takeaways from their conversation, including Barry’s balancing act, Les Mills’ targeted approach to influencer marketing and Whoop’s mission to turn wearables into a lifestyle. 

Barry’s Looks To Scale a Unique Culture

Jackie Lamping, a Silicon Valley tech vet, joined Barry’s as its chief marketing officer this past September. She takes over at a pivotal time for the iconic group fitness brand, which just received a strategic investment from Princeton Equity Group to drive expansion in the United States and international markets. 

Barry’s is a cult favorite among fitness enthusiasts on America’s coasts and in big cities across the world, but the brand won’t be without its challenges as it looks to scale beyond an already impressive 89 locations in 15 countries. 

“Barry’s is a workout that I would categorize as probably high friction to join at first. … there’s an intimidation factor with the reputation of the brand,” Lamping said during a panel discussion at the Summit. “We’ve put two things in place to solve for that.”

The strategies include adding a “first-timer experience” that guides new Barry’s members through their first class with touches including a handwritten note. The other strategy is flexible pricing strategies such as the ability to purchase a drop-in class and cancel a membership at any time.  

As Barry’s seeks to become welcoming to all types of fitness consumers, it will need to do so without compromising the culture that’s made it stand out in the boutique fitness scene since its founding in 1998.

“What we want to do is obviously execute against that growth plan but not lose a community-personal feeling of coming in and your GM knows your name, you know the names of your fellow community members and the next person on the (treadmill),” Lamping said. “How do we make sure that we’re scaling while continuing to focus on the hospitality elements of what makes Barry’s so amazing?” 

Les Mills Takes a Measured Approach to Influencer Marketing

When it comes to influencer marketing, sometimes it’s better to think small, noted Tabitha Green, U.S. head of marketing and B2B digital content for Les Mills. 

Green noted that Les Mills prefers to pursue social media partnerships with people who are already familiar with the group fitness brand’s signature workout classes like Bodypump and Bodycombat.

“One of the things that we’re doing differently is instead of using some of our funds to invest in influencers outside of our space, (we’re) really trying to help create more advocates and create more influencers that already have an affinity to our brand,” Green said. 

She explains that Les Mills invests in helping these devotees “grow their communities so that then we can leverage them as internal influencers, as opposed to hiring that person that has a 500,000 (person) following that may or may not have taken the Bodypump class.”

While it might be tempting for fitness brands to chase mega-influencers, there are financial and community-building benefits to aligning with smaller creators who are enthusiastic about your brand, since they can speak passionately about it to their followers. 

“It’s more authentic when you can invest in an advocate that already has a huge brand affinity and might have a smaller … audience, but the quality of their audience is a lot stronger,” Green noted. 

Green also stressed the importance of fitness brands identifying their target audience before spending big on marketing, especially on social media. 

“Not all platforms are built the same; they reach different audiences,” she said. “Meta reaches … primarily people (from ages) 35 to maybe 54, and we know that Tik Tok is the platform where you want to reach … Gen Alpha and Gen Z.”

Whoop Aims To Humanize Wearables 

Whoop has carved out an impressive niche as the wearable of choice for hardcore fitness enthusiasts. While the Boston-based brand tracks data from sleep to strength training strain, it’s also taking strides to humanize the experience people have while wearing a Whoop. 

“We collect a bazillion data points; that can be a really cold experience (for users),” Whoop’s vice president of brand Tatiana Kuzmowycz said at the Summit. “We can market to you, we can show you the data, (but) everybody can do that. How do we then take that to a level that … creates affinity for the brand and a uniqueness to it?”

In its marketing and advertising campaigns, Whoop seeks to position itself as a lifestyle brand for health and wellness enthusiasts rather than just a fitness tracker. 

“Nobody wants to be a product or tool,” Kuzmowycz said. “Those are instantly replaceable. The next thing is going to come out, (and) someone’s going to beat you on price. You actually have to be building something that is considerably more compelling.”

To tell its brand story, Whoop leans on partnerships with top athletes, including soccer legend Cristiano Ronaldo. Whoop is highly intentional about the way it curates partnerships – run-of-the-mill athlete endorsements won’t do for a brand that’s trying to create meaningful connection with its consumers. 

“When we bring up partners, what we ask for is authenticity and intimacy, meaning they have to share their data with us,” Kuzmowycz said. “When we worked with Ronaldo, we literally shot at his house; he was in a bathtub in his house. It was one of the most chaotic moments in my career. But we have to be able to actually bring (our partners) to life.”

For Flex, Digital Payment Solutions Are Essential

For fitness and wellness brands, getting people to your website is only half the battle when it comes to customer acquisition and retention. 

Sam O’Keefe, the co-founder and CEO of Flex, a payments platform that helps fitness and wellness brands accept Health Savings Account (HSA) and Flexible Spending Account (FSA) funds, pointed to the importance of having a robust and user-friendly online check-out experience.

“Once people have discovered your brand, they’ve landed on your page and they’re considering checking out, what is that experience like?” O’Keefe said. “That whole user journey is a reflection of your brand.”

Flex has partnered with top fitness brands including Echelon and Tempo to streamline the process of accepting HSA/FSA funds during online check-out. Besides accepting HSA/FSA funds, O’Keefe says fitness and wellness brands should ensure they’re leveraging other alternative payment methods like “buy now, pay later” and the ability to accept ACH payments. 

“All of these different payment methods have been demonstrated to not only attract users but really increase conversion,” O’Keefe said. 

Alternative payment methods can also help brands reach consumers who might not have been able to afford their product or service using traditional methods, driving additional revenue. 

“Through offering alternative methods of check-out, you can actually make things more financially accessible,” O’Keefe added. 

Eager to hear more elite marketers discuss their strategies for the future of fitness and wellness? Register now 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 Barry’s, Flex, Les Mills & Whoop Talk Brand-Building in the Digital Era appeared first on Athletech News.

Nike and Gymshark are two of the biggest brands in activewear, and they both see a massive opportunity in fitness. 

At the Connected: Health & Fitness Summit 2025 held this week in Los Angeles, Calum Watson, global partnerships director at Gymshark, and Tal Ziv, vice president of strategic business ventures at Nike, took the stage to share how their respective brands are marketing to gym-goers across the world. 

ATN breaks down the key takeaways from their conversation, including the importance of social media as a consumer research tool, why in-person events are must-haves in 2025 and why the market for fitness apparel is poised for growth in the years ahead. 

For Gymshark, It Goes Down in the DM

Co-founded in 2012 by pizza delivery boy turned billionaire Ben Francis, Gymshark has set the activewear world on fire over the last decade-plus, becoming the clothing brand of choice for gym-goers across the globe, especially Gen Z. 

The U.K.-based brand is known for having a strong presence on social media – Gymshark’s Instagram account has 7.5 million followers and the brand has partnered with fitness influencers including Steve Cook and Nikki Blackketter. 

For Gymshark, social media is more than just a marketing tool; it’s a way for the brand to gain rich intel about its target audience. Watson and other Gymshark executives often head into the comment sections of the brand’s various social media pages to find out what consumers really want.

“Some of the some of the … enlightened moments from my career where we find true human insights, a lot of times, it’s been in the comment section,” Watson said.

Watson believes social media can be a “gold mine” for brands when it comes to understanding their customers.

“I think a lot of brands and businesses tend to overlook the comment section on social media, but when you actually really delve into … the DMs coming through in your Instagram accounts,  your customers are reaching out,” he said. “They’re giving you real-time feedback.”

The Importance of IRL Events

While mining social media comments is helpful, both Ziv and Watson stressed the importance of in-person events, especially following the pandemic. 

According to Ziv, Nike is placing a bigger emphasis on creating events and experiences around fitness and wellness. 

“We haven’t been as consistent as I wish we would have in our ground game, and that’s something we’re trying to get back into,” he said. 

In 2023, the sportswear giant launched Nike Studios, a chain of in-person boutique fitness gyms with locations in Los Angeles and Austin, Texas. 

Beyond that, Nike is placing a particular emphasis on run clubs, which have exploded in popularity with Gen Z-ers and Millennials since the pandemic. The brand just announced the launch of Swoosh TC, a nationwide network of distance running clubs with hubs in Utah, Oregon and Arizona. Swoosh TC came on the heels of Nike announcing its 2025 After Dark Tour, a global women’s race series featuring evening running events in major cities across the world.

“Run clubs are massive opportunities,” Ziv said. “They’re all over the place and a ton of fun.”

Gymshark is embracing in-person events, too. Last weekend, the brand held #LiftMiami, a two-day event that saw around 11,000 people descend on Miami’s Wynwood neighborhood to sample Gymshark gear, work out and meet famous fitness personalities including popular bodybuilder Chris Bumstead. 

Watson highlighted the importance of events like #LiftMiami in helping bring the Gymshark brand alive for consumers.

“That’s a massive event that costs us millions of dollars,” Watson said, but he believes it’s worth the cost in the long term. 

“For the marketeers out here, you need to look beyond just the return on investment and the short-term metrics of success,” he advised. “When people talk about community building, you’ve got to have skin in the game. You’ve got to build it over time.”

Bullish on the Future of Fitness Apparel

Both Ziv and Watson see a bright future ahead for activewear brands seeking to reach fitness and wellness enthusiasts. 

Last year, Nike partnered with recovery tech brand Hyperice to unveil the Nike x Hyperice boot, a high-top shoe that combines heat and air compression massage for athletes’ feet and ankles, along with the Nike x Hyperice vest, a chest sleeve that offers heating and cooling for warm-ups and cool-downs. The Nike x Hyperice products are expected to become available to consumers this year. 

“We’ve tried tech before and we’re not great at it ourselves, so let’s partner with the guys that know what they’re doing,” Ziv said of Nike’s philosophy in linking up with Hyperice.

Watson noted that while the Gymshark team was visiting a gym in Houston, Texas, recently, they noticed teenage powerlifters who were wearing what he described as “$1,500 Jordan off-white” sneakers to squat heavy weights. While Jordans aren’t the best squatting shoes in the world, Watson says the story speaks to the desire young people have to marry fitness and fashion. 

“There’s definitely a level of expression that’s being seen in the gym space,” he said.

Watson expects to see mainstream fashion brands attempt to enter the fitness and wellness space, pointing to Hermès, which launched a workout clothing line and pop-up gym experience in Brooklyn’s Williamsburg neighborhood back in 2021.

“I think there’s going to be some really interesting cross-overs in the future as more and more brands from outside the industry start to come into the industry,” he predicts. 

Eager to hear more elite marketers discuss their strategies for the future of fitness and wellness? Register now 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 How Nike, Gymshark Market to Fitness Consumers appeared first on Athletech News.

The National Academy of Sports Medicine (NASM) has launched a new course, “Understanding Weight Loss Medications” for fitness and wellness professionals to better serve clients on weight loss medications.

Being informed about the latest weight loss medications can give coaches and trainers a competitive edge, especially given recent findings from consumer insights firm CivicScience. A recent report from the firm revealed that one in five U.S. adults are either using or considering GLP-1s, with half planning to stay on the medications long-term or indefinitely.

NASM’s new online course covers the latest advancements in weight loss medications, including FDA-approved options and those in clinical trials. The course also covers the latest research on semaglutide and tirzepatide, their drug actions and potential side effects, and how fitness and wellness professionals can guide GLP-1 and GIP users toward long-term success.

“We recognize the growing prevalence of GLP-1/GIP medications in use by exercising populations and believe it’s imperative for fitness and wellness professionals to be well-informed about these drugs,” NASM head of product Mike Fantigrassi said. “Our new course provides the necessary knowledge and tools to ensure that professionals can offer comprehensive support, including exercise guidance tailored to the unique needs of clients on these medications. Understanding the interplay between GLP-1/GIP medications and exercise is crucial for fostering a safe and effective path towards sustainable health and wellness.”

Weight loss medications have quickly become apart of the wellness and longevity conversation. Telehealth platform Hims & Hers recently aired a spot during Super Bowl LIX advertising its affordable, U.S.-formulated weight loss medications and personalized treatment plans. Meanwhile, forward-thinking gyms have begun to integrate a weight loss medication component to its services, such as Recess Rx from Dallas-based Recess Fitness, F45 Training and Fitness Premier.

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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.

For aspiring business owners passionate about fitness and wellness, franchising offers a proven pathway to launch a recognizable brand, complete with a reliable playbook and ongoing support.

In today’s evolving landscape, which emphasizes health, wellness, fitness and longevity, prospective franchisee partners have a wealth of franchisors to choose from—perhaps more than ever before.

Here are some of the leading franchise brands actively seeking dedicated partners and what sets them apart.

Revenue & ROI

F45 Training is a fast-growing functional fitness franchise that has just unveiled Recovery by F45, a new program giving partners the option to add cold plunge tubs, infrared saunas and percussive therapy equipment to studios as either an add-on purchase for members or as an a-la-carte option for drop-ins. The new initiative not only continues the momentum of holistic wellness trends but also has the potential to boost membership and increase revenue.

Prospective fitness franchisees looking for a more streamlined solution rather than a standard brick-and-mortar model should look no further than GymGuyz, a mobile in-home and on-site personal training franchise. The New York-founded fitness franchise has added assisted stretching to its offerings and just unveiled a new data platform, GG Drive, to advance ROI for its franchisees.

All About Wellness

A departure from recovery and fitness franchises, 100% Chiropractic offers clients adjustments, massages, assisted stretching, cold lasers and nutrition services. According to the brand, the 100% chiropractor model is suitable for non-chiropractors and has seen impressive numbers, with offices averaging nearly 250 patient visits per week and an average income in 2023 of $813,365.

Xponential Fitness, the leading boutique fitness and wellness franchisor, is seeing exceptional interest in Lindora, its latest acquisition. Lindora provides franchisees the opportunity to tap into the rapidly growing weight loss drug market, offering a range of services, including weight loss medications, weight management programs, hormone replacement therapy, IV hydration, nutrition services and more.

For prospective franchisees who want a winning combination of a science-backed workout and a household name attached, Pvolve is it. The functional movement fitness franchise, beloved by A-lister, brand ambassador and advisor Jennifer Aniston, delivers low-impact fitness and pain relief with its strength training method, cultivating a fan base of women of all ages.

Pilates took the world by storm in 2024 and has seen massive activity in the franchise space. Aspiring Pilates franchisees have an abundance of playbooks to choose from: FS8 (a brand under F45), Bodybar Pilates, JETSET Pilates, Club Pilates (a brand under Xponential Fitness), Studio Pilates International.

Hot, Cold and Beyond

Looking to bring the heat? Sauna franchises have emerged in the recovery space to treat a myriad of conditions and promote overall health. Perspire Sauna Studio is taking it a step further, offering a spa-like experience with a combination of red light therapy and infrared sauna. The franchisor has also added cold contrast therapy.

Most would agree that there’s nothing quite like the feeling of a good stretch, but receiving assistance from an expert in assisted stretching can be a game-changer. The assisted stretching space isn’t as saturated as other modalities, and franchisors such as Xponential’s StretchLab and Stretch Zone are leading the way. Stretch Lab, in particular, is in growth mode and touts a staff of trained Flexologists and MAPS, a revolutionary 3D body scan that evaluates how a client’s body moves.

Athletes Abound

Make no mistake: in a crowded space of boutique fitness, those who are sports-focused have several options, as well. D1 Training, a fast-growing franchise founded by former NFL player Will Bartholomew, delivers athletic-style programs to everyone from youth athletes to professional athletes to adults with both private and group offerings.

One of the most surprising and promising spaces in franchising at the moment is indoor pickleball. Following a key finding that the U.S. lacked the number of courts needed to support the popular sport’s rabid players, indoor pickleball brands like Pickle Rage and Drew Brees-backed The Picklr have stepped up their game. The Picklr recently signed a multi-year agreement with Wingfield to launch an AI coaching platform for its players, while PickleRage has caught the interest of GreenPeak Venture Partners, a private equity group.

Franchising continues to wind an interesting path, offering diverse opportunities across emerging trends. With the right brand alignment and commitment, owning a fitness franchise is not just a business opportunity but also a chance to make a meaningful impact in promoting health and well-being.

This article originally appeared in ATN’s Fitness & Wellness Franchise Outlook Report, where we take you inside the emerging trends and critical insights shaping the future of fitness and wellness franchising. Download the free report to find out what’s currently shaping health and wellness from the ground up.

The post Fitness Franchises on the Rise: Opportunities for Aspiring Entrepreneurs appeared first on Athletech News.

FightCamp is on a mission to make boxing accessible and fun for the masses. The at-home fitness brand is off to a strong start, raising millions in funding and receiving backing from fighting legends like Mike Tyson. 

Founded in 2014 by a team including CEO Khalil Zahar, FightCamp’s flagship product ($799) features a smart boxing bag that allows users to track their punches and kicks in real-time. The bag connects to TVs and smartphones, offering a library of coach-led, on-demand workouts that teach people the fundamentals of boxing and kickboxing.

In 2021, the at-home fitness brand raised $90 million in a funding round backed by venture capital firms and professional fighting icons like Tyson, Floyd Mayweather, Georges St-Pierre, and Francis Ngannou.

Since then, FightCamp has revamped its tech, expanded internationally and released new products and features, including the ability to track kickboxing moves and a two-player mode that allows users to compete with friends and family members. 

Zahar sat down with Athletech News to discuss his journey from mechanical engineer to entrepreneur, the future of connected fitness and why FightCamp is poised to help bring boxing into the mainstream. 

This conversation has been lightly edited for clarity and length. 

Athletech News: Can you tell us about your background and how you got the idea to create an at-home boxing fitness brand?

Khalil Zahar: I moved to Toronto to complete a master’s in Microelectromechanical Systems (MEMS) at the University of Toronto. I ended up joining a boxing gym and I completely fell in love with everything about it, from the vibe to the coaches to how intense, engaging and effective the workout was. I found myself going to the gym four or five times a week, sparring a lot and getting in the best shape of my life, even though I had already had a strong athletic base as a breakdancer in Canada. I realized though, that boxers weren’t really measuring anything; even the most high-level boxers were just counting their punches with a clicker. 

I thought, “What if you could put a device on your wrist that did all of the tracking for you?” That idea resonated with the Canadian Olympic boxing coach, who agreed to lend me some funding for research and development. That led to the first version of the company, which was called Hykso. We started that in 2014, but the product was just for professional boxers. In 2018, we launched FightCamp for consumers. 

ATN: How did you evolve from Hykso, a product for professional boxers to FightCamp, a product for everyday fitness consumers? 

KZ: We wanted to think bigger. We’d converted a lot of professional athletes, but that was a very small market. We saw that boxing for fitness was trending and gym chains were popping up.  At the same time, at-home fitness also was becoming more and more popular. 

We knew to make a successful product, we had to make it interactive to help people stick with their workouts. So we took the tracking technology that we built for professional athletes and then we put it on top of engaging content and workout classes. That was the first version of FightCamp. 

ATN: FightCamp released a new and improved version of its flagship product a few months ago. What’s new with FightCamp gen-two?

KZ: The gen-two features completely redefined hardware, including a console. We still have trackers but instead of communicating directly to a phone, the console projects the full experience on-screen, which makes for a better user experience. 

We also added a couple of new features that are exclusively available on the console. The first one is partner workouts. We added more trackers so you can now work out together with a friend, partner or family member, and both people can see their profiles on-screen.

The second feature is kick tracking. We went from having two trackers on the wrist to four trackers – two on your wrist and two on your ankles. That allows users to do kickboxing as well as boxing movements. We have a lot of new things in the works as well.

ATN: Can professional boxers still use FightCamp or is the product mainly for amateurs?

KZ: Our typical customer demographic is 100% fitness-focused consumers, not professionals, although pros can still use us to keep up with their conditioning. 

For around 60% of people joining us, it’s their first time boxing or kickboxing. Our typical user is between 30 and 50 and is looking to do something other than traditional cardio or weightlifting options. They want an engaging workout and they’re intrigued by boxing, but they don’t know where to start. We have a lot of young parents among our customers. 

ATN: FightCamp’s $90 million funding round included names like Mike Tyson, Floyd Mayweather, Georges St-Pierre and Francis Ngannou. How important was it to get that type of buy-in from pro fighters? 

KZ: It really legitimized the effectiveness of our workout and our vision of keeping it authentic. One of the biggest criticisms of a lot of products in the boxing world is that they’re not authentic; you’re going to learn the gimmicks but not true boxing or kickboxing. We believe it’s our mission to bring true boxing culture and true boxing foundations to the masses, not just some bubble-gum, diluted version of it. A lot of our customers start with us, learn strong fundamentals and wind up joining a boxing gym. 

ATN: Many connected fitness brands have post-pandemic as people have returned to gyms. How do you assess the market for connected fitness in 2025 and the years ahead?

KZ: The pandemic made a lot of concepts viable while the pandemic was happening and then maybe not so much right after it ended, because you’re taking away the majority of gym-goers who were stuck without a gym. Some concepts that were already working before the pandemic, however, and I think they’ll continue to work. We started before the pandemic in 2018 and grew very healthy until 2020. And while Wall Street is mixed on Peloton right now, they have a very healthy user base. 

I think connected fitness will continue to do well because there’s a growing segment of people who don’t want to hit the gym anymore. At some point, it just doesn’t fit into people’s schedules to always go through the gym commute. 

ATN: Boxing as a form of fitness has become quite popular over the past few years, especially with women. What’s your vision for the future of FightCamp?

KZ: There’s no reason we can’t become as big as Peloton or even bigger. There are a couple of reasons why.  First, we think boxing is going to continue to be thought of as one of the best workouts you can do. Just look at the conditioning levels of fighters – these guys are literally going to war, and they’re extremely fit. At FightCamp, we’re making it engaging to learn and stick with boxing, which will make us a superior offering in the future. 

The second thing is that martial arts in general is a very worldwide phenomenon, as opposed to something like indoor cycling that’s a bit more Westernized. When you’re thinking about the market as the entire planet, we have a big potential for international expansion.

The post CEO Corner: FightCamp’s Khalil Zahar on the Boxing Fitness Boom appeared first on Athletech News.

When Christian Toetzke founded Hyrox back in 2017, he sought to create the “marathon of fitness,” a series of mass-participation events that would bring gym-goers together in the same way marathons and triathlons attract endurance athletes from across the globe. 

Eight years later, Hyrox is well on its way to making Toetzke’s dream a reality. The brand currently stages competitive fitness races in countries around the world as its popularity surges (online searches for the term “Hyrox” have increased 233% year-on-year, outpacing just about any fitness trend, while attendance numbers have grown 100% per year with over 600,000 athletes set to participate in Hyrox this season).

“We’re realizing that fitness is truly universal,” Douglas Gremmen, Hyrox’s chief operations officer, tells Athletech News “The language of fitness is probably one of the only sports that resonates in every country of the world: the way Americans consume fitness is similar to how the Chinese perceive fitness.”

In a Hyrox race, participants run a one-kilometer lap, followed by a functional exercise station like sled pushes, SkiErgs or kettlebell farmers carries, repeated eight times. Races are run for time, and the format stays the same across the globe, allowing participants to compete in global leaderboards and, if they’re good enough, at the season-ending World Championships event.

This May, Hyrox will stage its second annual outdoor race in New York City, a follow-up to last year’s event that effectively marked the German brand’s arrival onto the American fitness scene and set the stage for global growth. 

Ahead of this year’s New York race, Gremmen sat down with ATN to discuss the event, chronicle Hyrox’s rise to prominence and outline the brand’s goal to make fitness a worldwide sport. 

Betting Big on the Big Apple

Hyrox has been popular in Europe since its founding, staging races in cities from London to Berlin. But the brand had some trouble gaining critical mass in the United States in its early years, challenges that were exacerbated by pandemic lockdowns.

That all changed eight months ago, when Hyrox took over New York City for a weekend in early June, transforming Manhattan’s Pier 76 on the Hudson River into a custom racing track. The two-day event marked Hyrox’s first-ever outdoor race (events are usually staged in indoor exhibition halls). It was also the brand’s most-attended event in the U.S. to date, drawing around 5,500 athletes. 

“To get Americans to take notice, we had to take a massive risk,” Gremmen says, noting that Hyrox viewed NYC as the key to unlocking the wider American fitness market. 

“Christian’s motto was, ‘Go big or go home,’” Gremmen adds. “I had the opposite vision in terms of the execution part, which was to go local, knock on gym doors, and instigate conversations with anybody meaningful in New York around the sport of fitness to start working on our grassroots awareness.”

Those grassroots efforts quickly paid off. Hyrox sold out the New York event ahead of time in March, gaining some timely mainstream media coverage from outlets like the New York Times in the process. 

“That created a buzz and FOMO,” Gremmen recalls. “Celebrities started calling us saying, ‘Hey, I didn’t get a ticket.’ The media was starting to get involved and before we knew it, we not only had 5,000 athletes but the social impact it created during that weekend was massive. People from Lance Armstrong to the stars of Peloton and other notorious fitness influencers participated, completely organically.”

The exposure Hyrox gained from New York 2024 led to accelerated sales for upcoming races across America, including Chicago and Dallas. 

“Before we knew it, we’d sold out every event in 2024 on the back of New York,” Gremmen says. 

US, Global Expansion Plans

This spring, Hyrox will return to the Big Apple for F45 Hyrox New York, a three-day event to be held on the weekend of May 30 – June 1, again at Pier 76. Around 15,000 athletes are expected to attend this year’s race, which would set a new record as Hyrox’s biggest-ever event in America.

“I want 15,000 people to have the best experience ever and convince five or six of their best friends to do it the year after,” Gremmen says of his hopes for the event, noting that based on current growth trends, Hyrox can foresee as many as 25,000 to 35,000 athletes participating in 2026 in New York. 

Beyond New York, Hyrox aims to eventually stage 15 races per year in the 15 largest cities in America, and many more across the globe.  

During the 2024-25 season, the brand will host races in places like Brisbane, Johannesburg and Shanghai. Demand is strong: Hyrox sold 5,000 tickets in one day for Hyrox Bangkok this May, and has done similar numbers in Mexico, Gremmen reports.

“We want to be in every major city in the world,” he adds. “If you look at the world map, that’s probably between 100 and 150 cities. If every event has at least 10,000 – numbers we’re already at now – we’re talking about 1.5 million people participating (in Hyrox). If we can get to 25,000 to 35,000 people per event, we’re talking about a global movement of three to five million participants.”

Blue-Chip Brands Take Notice

Hyrox isn’t just an events company, though. Through Hyrox365, the brand delivers digital fitness content, training and education resources to gyms around the world, enabling them to train their members for Hyrox events. 

More than 5,000 affiliate gyms are signed up as Hyrox Training Clubs, from mom-and-pop fitness studios to large chains like F45 Training. In the U.S. alone, there are around 1,200 Hyrox-affiliated gyms. 

The end goal, according to Gremmen, is to make Hyrox classes a staple in gyms around the world. 

“We believe the sport of Hyrox can be trained inside every fitness facility around the world in the same way you go to yoga or HIIT class,” he says. 

Hyrox isn’t hurting on the sponsorships side, either. Last year, the brand signed Chris Hemsworth’s Centr as its official race-day equipment supplier. It also signed sportswear giant Puma as its official apparel and footwear partner for all races from 2024 to 2027. Puma now sells Hyrox-branded gear along with a special Hyrox-themed edition of its Deviate Nitro 3 running shoe. The fitness race also counts energy drink giant Red Bull as one of its sponsors.

“I think we’re a bridge to the (entire) fitness community, which is why some of the bigger brands like Puma and Red Bull see Hyrox as a credible way to associate themselves with fitness more holistically rather than saying, ‘Pilates is my sport.’ or ‘CrossFit is my sport,’” Gremmen says.

While Hyrox has several irons in the fire, the brand assures it’s focused on keeping the main thing the main thing as it chases global growth. 

“We’ve got to make sure our events business is the biggest driver of what we do,” Gremmen says. “We’ve got to keep impressing, innovating and delivering a best-in-class experience so that people are wowed every time they come.”

The post How Hyrox Took Over New York – and the Rest of the Fitness World appeared first on Athletech News.

iFIT is on a mission to push connected fitness forward.

The Utah-based company is best known for its large library of digital fitness content, which allows users to stream instructor-led workouts from equipment on IFIT-owned brands like NordicTrack and Freemotion Fitness.

It also wants to be known for pushing the envelope when it comes to how digital fitness consumers engage with their favorite trainers and workout content. 

Mark Phillips, iFIT’s chief marketing officer believes it’s time for a new way of approaching connected fitness with the pandemic now in the rearview mirror. 

“There’s a unique opportunity at the moment to try new things, to innovate and to create a different user-engagement model from what we’ve seen before,” Phillips told ATN. 

In-Person Events Bring Members & Trainers Closer Together

iFIT’s strategy includes finding new ways to connect its more than six million members with the trainers they see on-screen, including through in-person events. 

This push began in earnest in 2023, when iFIT sent some of its members to a commercial shoot in Los Angeles where they got to meet their favorite trainers on set. 

“The entire crew and set, trainers and members, everybody was in tears,” Phillips recalls. “It’s an incredibly emotional experience when you connect a member with a trainer, because they’ve had such a formative role in these members’ lives.”

Building on the success of that event, iFIT has introduced a series of experiential events built around in-person connections.

Last year, the company partnered with Alex Gregory, an Olympic Gold Medalist and founder of Mind Body Row, to surprise iFIT members with an immersive, five-day rowing experience in Avis, Portugal. At the event, iFIT members got to meet popular iFIT trainers including John Peel, Hannah Eden, and Paulo Barreto, participate in workouts, and attend fireside talks and hiking experiences. 

iFIT will also be sending members to the 2025 London Marathon and Boston Marathon, giving them chances to connect with iFIT trainers at the events and through social media initiatives. 

iFIT plans to create more in-person events to give as many of its members as possible the chance to meet their favorite trainers. Ideas include more destination trips as well as meet-ups between trainers and members at the iFIT offices in Utah.  

“We’re trying to not just put faces to names; we’re trying to build relationships on a much deeper level with our members,” Phillips says. 

More Meaningful Social Media Interactions

iFIT is also leveraging social media to create deeper connections between its trainers and members. 

Ashley Paulson, an iFIT trainer and professional triathlete with 160,000 followers on Instagram, recently ran in the Great World Race, a global marathon event that takes place on seven continents. iFIT sponsored Paulson’s participation in the event, helping her create social media content that was promoted through iFIT channels. 

Like Paulson, many iFIT trainers have large social media followings. Phillips says iFIT works to help its trainers build up their social media presence, viewing this as a win-win for the brand and its trainers. 

“One of the joys about our trainer model is that we can support them to do things outside of iFIT as well,” he says. “Social is a fantastic tool for that.”

iFIT also shoots live content from its events for social media, including at the recent Portugal trip. 

“That’s going to be a much more important channel as we move forward,” Phillips says of live social content. “In many ways, it’s blurring the lines between the content you consume on our equipment and the content you consume on social media and our other channels.”

Personalization Is Key

At the end of the day, iFIT’s new user-engagement strategy is designed to make fitness more personalized, Phillips says. 

iFIT will look to drive personalization through experiential events like in-person meetings, but it will also do so through tech innovations.  

Last year, the company launched AI Coach, an artificial intelligence tool that acts as a personalized fitness coach. Currently available in beta mode, AI Coach communicates with members through text messages, offers daily workout plans and gives friendly motivational nudges to work out. 

For Phillips, personalization is the key to getting people to actually stick to their fitness routines – and to keeping iFIT members on the platform for the long term. 

“The gift of fitness is an incredible thing, but all too often, it’s been promised, and for many reasons, it hasn’t been delivered,” he says. “We now have a unique opportunity to help people be far more effective in their fitness journeys.”

The post iFIT Wants to Change How We Experience Connected Fitness appeared first on Athletech News.