Plus Fitness, an Australia-based 24/7 gym franchise, is going abroad once again. The brand has agreed to a master franchise agreement that will bring its gyms to the United Kingdom, including at least one in 2025. 

This move comes just weeks after Plus Fitness and its parent company Viva Leisure announced a similar deal to establish locations in Singapore and the Philippines. The initiatives stretch the brand’s reach to six geographical areas, having already established a presence in Australia, New Zealand and India.

“We’re excited to enter the U.K. market, which presents significant growth opportunities,” said Harry Konstantinou, CEO of Viva Leisure. “Our low-cost, high-reward franchise model will allow Plus Fitness to scale quickly and meet the growing demand for affordable fitness solutions.”

Viva Leisure oversees and operates several brands along with Plus Fitness including Club Lime, Club Pink, GroundUp, HIIT Republic and Psycle Life. It also recently helped fund Boutique Fitness Studios’ expansion in Australia and New Zealand. 

The franchise agreement for Plus Fitness in the U.K. spans 10 years and includes an option to tack on two additional 10-year terms. The fitness brand views the U.K. as a hotbed for success, stating that only 15% of the area’s population owns a gym membership. Its low-cost, high-reward franchise model also makes it an attractive opportunity for entrepreneurs. 

Plus Fitness was founded roughly 25 years ago, opening four branch locations before taking the franchising leap. It pivoted from featuring big-box gyms to smaller, lower-priced and 24/7 locations around 2009 and has been off and running ever since, now with over 200 sites.  

But Plus Fitness isn’t the only gym brand eyeing the U.K. The Gym Group, a high-value, low-price (HVLP) gym operator, plans to open 50 new sites over the next three years. The U.K.-based Gym Group already accelerated its growth from 32 locations in 2012 to 233 gyms as of March.

Fitness software provider Xplor Mariana Tek and equipment supplier REP Fitness also both made advances into Europe this past year as well.

The post Plus Fitness Eyes Gym Growth in UK, Asia appeared first on Athletech News.

MADabolic, the strength training fitness franchise, is all about playing the long game. 

When most people approach a new fitness routine, they do so with aspirations of seeing immediate “gains” in the mirror. However, a workout regime with that mentality alone can inhibit meaningful outcomes. 

MADabolic strays from that norm, providing a uniquely scalable training experience that equips members with the tools to build their desired physique while also fostering durability, functionality and preparing them for a balanced lifestyle. 

“MADabolic’s training program is intentionally designed to build strength and long-term resilience,” said Kristi Wass, VP of Marketing at MADabolic. “While scalable enough to challenge former athletes and everyday fitness enthusiasts alike, we focus on building sustainable habits and training in a way that enhances everyday life. The purposeful programming keeps workouts engaging and effective over the long haul, and that consistency drives results.”

More Isn’t Better

In MADabolic’s eyes, many in the fitness industry need to redirect their attention. 

“Too often, cardio is overhyped and more is treated as better,” said Wass. “But effective training can be efficient. Each MADabolic workout is 50 minutes and includes five movements. The workout is designed to stimulate progression and results, enabling members to see continued growth over time.” 

The MADabolic protocol includes structured, strength-based programming. Rather than constantly introducing new exercises, the brand emphasizes variations on fundamental movement patterns and coaching clients to move well before building load. This, paired with the focus on time-based work intervals rather than number of reps, relays significant and sustainable fitness outcomes.

“Our view is rooted in basic fundamentals, but is in a sense countercultural,” said Wass. “Training to lift heavy things will make you stronger. You’ll find heavier kettlebells, dumbbells, and d-balls on our floor than you see in other group fitness concepts. Another distinct factor is how much our trainers focus on one-on-one coaching and quality of movement.”

Building Upward, Not Sideways

MADabolic encourages clients to strength train four days per week with the idea that results are born of ongoing adherence to a program that’s methodically structured toward a long-term goal.

“Anyone can work through an arbitrary number of reps and random, flashy movements to break a sweat,” Wass explained. “We prefer to take the road that’s built to teach skills and provide long-lasting benefits.” 

What happens on our training floor enables clients to feel continuously challenged through varied intensities and functional movements, even after years of training with us,” Wass added. “People joke about how the more you progress, the harder the workout feels, and there’s actually some truth to it; there’s continued growth happening here.”

The Shift is Happening

MADabolic’s alternative approach is beginning to catch on. The proven benefits and popularity of strength training from a general standpoint are supporting it as well. 

“Strength training and fundamental movement patterns are becoming more widely recognized for their value,” said Wass. “Strength is in our DNA; it’s not something we’re layering in over the top of our core programming, so MADabolic is positioned to continue to build momentum as a broader audience continues to take interest in an exercise program that will help them get more out of life.”

Longevity, the fitness industry’s other hot commodity, also aligns with MADabolic’s approach to quality over quantity. The brand’s commitment to structured strength training reduces injury risk and sets users up to continue enjoying their workout regimen for years to come. 

“As more people seek sustainable fitness solutions that prioritize strength and promote long-term health, MADabolic is perfectly positioned to meet that demand,” said Wass. “The same core beliefs we were born from over a decade ago ring just as true now as they did then. As many other fitness and wellness concepts are grasping to add more to their offerings, we’re pleased to double down on the thing we’re great at: helping everyday people gain strength and age athletically.” 

MADabolic currently has 35 units open and operating today. Another 8-10 are expected to open before the end of the year and another 60+ units are in development. 

“Over the next 18 months, you can expect to see many more MADabolic locations open across the country, both in new markets and expanding in our current markets,” said Wass. “The future is bright for strength and for our brand.”

This article originally appeared in ATN’s Gym of the Future Report, which explores the technology, equipment and sustainable practices driving a new era of personalized fitness and wellness experiences. Download the free report.

The post How MADabolic’s Strength-Based Interval Training Prepares Members for Long-Term Fitness appeared first on Athletech News.

Franchising remains the lifeblood of the fitness and wellness industry.

As part of DISRUPT, Athletech News’ can’t-miss video series, we invited top brands, executives and experts to discuss all things franchising, including how to create a winning fitness and wellness franchise concept, how to scale your brand domestically and internationally, and what to watch for as the space evolves and adapts to new trends and consumer preferences.

Topics of discussion included how to attract high-quality franchisees, navigating the current fraught real estate market, and whether to expand internationally.

In case you missed any DISRUPT 2024 business of franchising videos, ATN is sharing them here for your viewing pleasure. Sit back, relax and enjoy the content!

Rebuilding a Giant: F45 CEO Tom Dowd Talks Turnaround

• Tom Dowd, CEO, F45 Training Group (F45 Training, FS8 Pilates, VAURA Pilates)
• Edward Hertzman, Athletech News

The Golden Touch: HQ’s Role in Scaling Culture & Community

• Amber Burkk, COO, Burn Boot Camp
• Sarah Luna, President, Xponential Fitness
• Mike Tan, COO, SWTHZ
• Brandon Cullen, Co-Founder and Chief Concept Officer, MADabolic
• Moderated by Edward Hertzman, Athletech News

How To Take Your Franchise Brand Global: Licensing, Tech & More

• Jonathan (JJ) Gantt, Co-CEO, Barry’s
• Massi Sardi, VP of Partnerships, Wellhub
• Christophe Collinet, Chief Commercial Officer, LifeFit Group
• Ieuan Owen, Chief Revenue Officer, Xplor Technologies
• Moderated by Edward Hertzman, Athletech News

From Broken to Bulletproof: How Corporate Best Practices Transform Franchise Real Estate

• Jay Siano, Co-Founder and CEO, SABRE
• Douglas Jerum, Principal, SABRE
• Cody Patrick, Co-Founder and CEO, SWEAT440
• Moderated by Edward Hertzman, Athletech News

A Behind The Scenes Understanding of The Business of Franchising

• Jon Canarick, Managing Partner, North Castle Partners
• Marc Magliacano, Managing Partner, L Catterton Flagship Fund
• Robbie Shapiro, Managing Director, York Capital Management
• Moderated by Rick Caro, President, Management Vision

Selling in a Crowded Market

• Chris Appiah, Founder and CEO, The Sales Arms
• Miya El-Masri, Co-Owner, The DRIPBaR San Angelo
• Lisa Pantaleo, Studio Owner, barre3 Long Island City
• Joshua El-Masri, Co-Owner, The DRIPBaR San Angelo
• Alex Eliades, Director of Sales & Site Performance, The DRIPBaR
• Moderated by Tricia Madden, Fit Pro Programming / IDEA World

The post Watch Now: DISRUPT Business of Franchising Content appeared first on Athletech News.

Fitness franchising brings to mind images of independent owner-operators and small-business success. In the post-COVID world, though, the space might be better summed in a few words: “go big or go home.”

During ATN’s DISRUPT video series, three leading investors in the fitness and wellness space – Jon Canarick of North Castle Partners, Marc Magliacano of L Catterton, and Robbie Shapiro of York Capital Management – gave their thoughts on the dynamics shaping the fitness franchising industry, including the rise of consolidation.

ATN breaks down key moments from their conversation, including why the trend of franchise consolidation might be here to stay, current market dynamics, and which fitness modalities are poised for growth in the years ahead. 

Large Franchise Groups Take Control

The fitness franchising space has been marked by consolidation since the COVID-19 pandemic, with large, cash-rich franchisee groups buying up smaller operators to create massive portfolios of gyms and studios. Crunch Fitness, Anytime Fitness and Planet Fitness have all seen private equity-backed franchise groups enter their systems in recent years, acquiring dozens of gyms in one pop. 

Investors expect to see this trend continue in the years ahead, especially since large franchise groups tend to see quick success in terms of expansion. 

“Consolidation is among us,” said L Catterton’s Magliacano, noting that generally, “large, sophisticated, franchisee groups perform very well.” 

“The data is just telling franchisors to help facilitate ongoing consolidation of their franchise groups,” he added.

The rise of so-called “HVLP 2.0” gyms could accelerate the consolidation trend in the years ahead. 

HVLP 2.0 gyms represent the next evolution of high-value, low-price gyms, offering premium amenity sets like group fitness classes, recovery services and top-shelf strength training equipment at monthly price points that are at or near traditional “HVLP 1.0” gym concepts like Planet Fitness. 

Crunch Fitness, Chuze Fitness, EōS Fitness and Vasa Fitness generally fall into the HVLP 2.0 category, although the definition is somewhat loose. Generally, HVLP 2.0  gyms are more expensive to build and maintain than HVLP 1.0 concepts, which can make it cost-prohibitive for individual franchisees to get in on the action. 

To control costs and logistics, many HVLP 2.0 brands opt to stay corporate-owned rather than sell franchises. North Castle Partners’ Canarick noted an interesting phenomenon  – virtually every major HVLP 2.0 brand is corporate-owned, with the exception of Crunch Fitness.

For Crunch, consolidating its gyms into the hands of a few large franchise groups offers a way to compete with the likes of Chuze, EōS and Vasa on the operational side while still tapping into the economic and expansionary benefits of a franchise model. 

“Where Crunch is evolving is to sort of lean into the fact that you do really need sophisticated management teams (and) more concentration of ownership. … So they sort of mimic, almost, the corporate-owned model,” Canarick said. 

A Tougher Market in General 

High-performing fitness brands are still able to obtain growth capital when the conditions are right, but overall, investors say the market is less receptive to franchising than it was before the pandemic. 

“The post-COVID world is very different for a whole host of reasons,” said York Capital Management’s Shapiro. “(The) pattern of daily life has changed, but also inflation and higher interest rates. So it’s a much more difficult operating environment today than it was five years ago.”

Besides macroeconomic factors, Magliacano noted that entrepreneurs are generally less interested in becoming fitness and wellness franchisees than they were before the pandemic, with COVID’s deleterious effects on the fitness industry still fresh in people’s minds.

“Today, trying to find franchisees that are ready, willing and able to lean in with their wallets is a very different proposition than it was pre-COVID,” he said. 

Canarick also pointed to the rise of at-home fitness during the pandemic as a factor that makes it more difficult for brick-and-mortar franchise brands to compete for investment dollars. While connected fitness brands like Peloton might be struggling financially, there’s no denying that at-home fitness is a bigger part of consumers’ exercise routines than it was pre-pandemic. 

“For all of the negatives around Peloton and all their struggles, they still have an enormous market share of daily workouts, much higher than it was before COVID,” Canarick said. 

Pilates, Strength Training Soar

It’s not all doom and gloom, though. The fitness and wellness industry is still generally growing, even if current macroeconomic conditions and lingering memories from the pandemic have created challenges for operators and investors. 

Asked which fitness modalities and concepts are poised for growth in the years ahead, investors pointed to some familiar trends. 

“I think, without question, the highest growth segment in boutique fitness is Pilates in its various forms, mostly machine-based Pilates,” Canarick said, adding that high-intensity interval training (HIIT) also “continues to be very successful.” 

Indoor cycling, on the other hand, is “a massive laggard” post-pandemic, he noted. 

Magliacano pointed to the rise of strength training in gyms, clubs and studios around the world. 

“When people say, ‘Follow the science,’ the science is saying strength is where you need to be,” he said. You want longevity, you want mobility in your older years? It is all about strength.”

On the flip side, “cardio-based concepts are going to struggle,” he said. 

Magliacano also expects to see tech and AI become a bigger part of the gym experience moving forward. This could be bad news for human personal trainers, he believes. 

“I think in the next 5, 10, years in the U.S., you’re going to see transformative changes within gyms, where technology and AI – and personalization of training programs – is going to take place,” he said. “Unfortunately, I believe that personal training from a human perspective will be under review, frankly, just to say it nicely.”

Shapiro pointed to the rise of wellness and recovery franchises, which offer services ranging from stretching and IV therapy to beauty services like Botox. 

“Anything that makes people feel better, feel younger, recover faster,” he said. ”There are huge demographic tailwinds with the aging population in the United States, so we’re very bullish on recovery services.”

The post Consolidation Is Here To Stay in Fitness Franchising, Experts Say appeared first on Athletech News.

Planet Fitness’ strategy under new CEO Colleen Keating is starting to take shape, and at least some analysts are confident the low-price gym giant will be able to reassert its dominance in 2025, buoyed by a revamped marketing plan and a shift to more strength training equipment. 

In an equity research report published Friday, analysts from TD Cowen expressed optimism in Planet Fitness’ future under Keating, who took over in June at a pivotal time for the high-value, low-price (HVLP) gym brand.

The analysts said they met with Planet Fitness’ executive team including Keating, chief financial officer Jay Stasz, retiring CFO Tom Fitzgerald, and vice president of investor relations Stacey Caravella, and that the meeting “re-affirmed our confidence” in the gym brand’s stock as a “buy” for 2025. 

“We expect changes around marketing, messaging, box lay outs, and franchise economics to reaccelerate openings, members, and comps growth,” the analysts wrote. “Progress will take time, but we expect a better 1Q, and are encouraged by the price transition.”

Just before Keating took over, Planet Fitness in May raised the price of its Classic Card membership from $10 per month to $15, its first price hike in nearly 30 years. 

Planet Fitness is still the largest gym chain in the United States with over 2,000 locations and around 20 million members, including a sizable Gen Z contingent. However, the brand is facing increased competition from low-price gyms including Crunch Fitness, EōS Fitness, Chuze Fitness and Vasa Fitness, which have won over a certain portion of the fitness population by offering amenities like group fitness classes, recovery services and premium strength training equipment at price points at or near Planet’s $15/month offering. 

Marketing to Gym-Goers

To fend off competition from those brands, Keating has made revamping Planet Fitness’ marketing strategy a top priority. This includes focusing on fitness over fluff, and positioning Planet as a brand for serious gym buffs. 

“We’re beginning the shift to communicating the high value of a Planet Fitness membership versus primarily focusing on our low price and using our marketing to demonstrate the breadth of high-quality top-tier equipment in our club,” Keating explained during a Q3 earnings call last month.

TD Cowen analysts noted that Planet Fitness execs are aligned on delivering a marketing message that’s focused on “getting people off the couch” and into the gym. In line with Keating’s comments, the brand will also focus on “dispelling the perception members can’t advance their fitness journey at its gyms,” the analysts wrote. 

New marketing tactics include touting the quality of Planet Fitness’ workout equipment, especially its strength training offerings. In a recent social media campaign, the brand compared its dumbbells to those of an “overpriced competitor gym,” noting that both pieces of equipment weigh the same and will get you the same results, but a Planet Fitness membership is cheaper. 

Similar marketing initiatives will be implemented this month and over the first quarter of 2025 across social media and on TV, the analysts said. They caution, however, that Planet Fitness is still searching for a new chief marketing officer, who will want to “put their stamp on the business,” so the brand’s marketing strategy could evolve.

Strength Training Shift

To match its new marketing ethos, Planet Fitness is also changing the look and feel inside of its gyms, notably by embracing strength training and cutting down on cardio. TD Cowen analysts noted that the brand is tweaking the layouts of its gym floors to include “a better mix of on-trend equipment.”

According to the report, Planet Fitness gyms around the country are gradually adding more strength training equipment, including free weights, and removing some cardio machines, eyeing a 50/50 split between the two modalities. That move follows industry trends as gym-goers, especially young people and women, flock to strength training.

“This should improve the member experience by increasing equipment relevance and reducing wait times,” the analysts wrote. 

In the long term, Planet Fitness execs are also looking to improve franchise economics to drive more gym openings in the years ahead. That includes lowering build-out costs for new gyms by around 10%, making it cheaper for franchisees to buy and maintain equipment, and increasing revenue through the Classic Card price increase, per the TD Cowen report.

Overall, the report is positive on Planet Fitness’ outlook ahead of a pivotal January –  the brand’s first with its new $15/month pricing structure. TD Cowen predicts that Planet will add around 1.1 million net members in the first quarter of 2025.

“We expect a strong 1Q, but net member growth could look different from prior years as it will be the first 1Q with a higher price point,” the analysts wrote. 

The post Planet Fitness Poised for Strong 2025, Analysts Say appeared first on Athletech News.

CR Fitness Holdings has emerged as the largest and fastest-growing franchise group in the thriving Crunch Fitness system, recently topping 70 gyms as it eyes 100 clubs by 2026. 

Crunch’s top franchisee is also a leader when it comes to personal training, outpacing gym industry standards when it comes to personal training revenue at its clubs. 

The leader of CR Fitness’ personal training business, vice president of personal training Darrick Druce, joined the company back in 2016 after spending time as a staffer for the Chicago Bulls, YMCA and LA Fitness. Over the last eight years, Druce has built CR Fitness’ personal training arm into one of the industry’s best.

Druce sat down with Athletech News to share how CR Fitness drives personal training revenue by taking a member-first approach, recruiting top talent and adapting to industry trends. 

Put ‘People Over Profit’

When Druce got to CR Fitness, his first focus wasn’t on driving personal training revenue (that would come later). Instead, he sought to create a culture that could thrive from gym to gym. 

“Industry experience taught me that people run our business,” he tells ATN. “So when we got here, the goal was, let’s prioritize people over profit.”

Druce says gyms must resist the temptation to turn personal training into a sales-first process, calling this an “old-school” way of thinking. Instead of aggressively pushing a personal training package at point-of-sale as soon as a member signs on the dotted line for a membership, gym staff should seek to build a relationship with the member, understanding their fitness goals and aspirations. 

“The reality is all members have goals,” Druce says. “(But) very few members have a plan that aligns with the goal.” 

If gym staff can build a rapport with the member, shelling out extra money on a personal training package becomes much more palatable – and more effective over the long run.  

“We’re trying to get them interested in the idea of taking a coach with them on their journey, and having guidance and mentorship along the way,” Druce adds.

For CR Fitness, the strategy seems to be paying off. Druce reports that around 60% of the franchisee’s new members decide to purchase an introductory personal training session, called “CruchONE Kickoff.”  Of those who attend the kickoff session, around 42% opt to buy a longer-term personal training package. 

Be ‘Relentless’ in the Pursuit of Top Talent  

Personal training might be on the rise post-pandemic, but many big-box gyms are finding it more difficult to hire and retain quality staff due to competition from social media and lingering effects from COVID-era gym shutdowns. 

“We have to be relentless in our pursuit of the right talent,” Druce says.

CR Fitness is certainly relentless in its pursuit of quality personal trainers, scouring LinkedIn and sometimes doing tens of interviews just to hire the right candidate. Druce highlights the importance of hiring staff who embody CR Fitness’ member-first culture.

“We want talented people, but we want people who prioritize the member over themself,” he says. “It’s a selfless sacrifice. If we’re hiring managers who only care about how much they sell and their own personal paycheck, we probably hired the wrong person.”

While CR Fitness is relentless in its recruitment of outside talent, it also hires from within. Druce notes that around 70% of personal trainers at CR Fitness-owned Crunch gyms started out as members.

This is an important recruiting tool for big-box gyms to leverage, he believes. 

“All of our members chose us over our competitors, which means they chose to spend their money here. They believe in who we are at CR fitness,” Druce says. “So if I’m meeting someone in the club who chose us, who looks the part, who seems confident on the floor, I strike up a conversation with them.”

After the right talent is identified, the CR Fitness team is confident its onboarding program is second to none in the industry. As part of the onboarding program, new trainer hires get coached by district managers at CR Fitness’ corporate office, learning the ins and outs of the business of personal training before they ever start training clients.

CR Fitness’ recruitment strategy seems to be paying off, with trainer retention metrics far above industry averages. 

“We only have a 4% (monthly) turnover rate right now, which is unheard of in the industry,” Druce notes. “I’ve been part of organizations before where they have over 100% turnover across 12-month timeframes.”

Adapt or Die: Embrace New Trends

CR Fitness’ personal training success speaks for itself, but the company isn’t resting on its laurels. Druce and his team are constantly evolving the program to account for new trends in fitness and technology. 

For example, the company has made its personal training program fully digital, allowing members to track their workouts and communicate with trainers from their phones when they’re outside of the club. 

“The reality is there are two main reasons that a client quits: lack of communication between them and their trainer, and lack of usage of their sessions,” Druce says. “If we can ensure that their session usage stays on track with what they purchase and that their trainer communicates well, we know that client’s going to stay long term, so we’ve doubled down on those two things.” 

Evolving includes embracing new ways of working out, including the global rise of strength training. CR Fitness has added more strength equipment to its Crunch gyms while scaling down on its cardio machine offerings. Personal trainers actively encourage members to include strength training in their routines.

“Whether it’s Phil Heath the bodybuilder walking through the door or Mrs. Jones, who’s working out for the first time in her 60s, we want to introduce them to free weights and strength training early,” Druce says. 

CR Fitness is also embracing AI, using artificial intelligence to analyze data and help personal trainers decide when it’s the right time to reach out to clients to keep them engaged in their training journey. Personal trainers can also use AI to help design workout programs, if they choose. This can be especially beneficial for trainers with large client rosters, Druce notes. 

Overall, Druce believes CR Fitness’ early embrace of AI reflects the company’s entrepreneurial approach since day one.

“We’re willing to take risks,” he says. “I think in business, or anytime you’re an entrepreneur, you have to be willing to take risks. We’re not afraid to adapt because adaptability is what allows you to survive in any business.” 

The post How Crunch’s CR Fitness Created a Winning Personal Training Biz appeared first on Athletech News.

The new company formed by the merger of Orangetheory Fitness and Anytime Fitness parent Self Esteem Brands officially has a name, Purpose Brands, along with a new CEO in former Topgolf chief executive Tom Leverton. 

Purpose Brands will be headquartered in Boca Raton, Florida and Woodbury, Minnesota, according to an announcement made Thursday. The holding company includes boutique fitness giant Orangetheory and 24/7 gym franchise Anytime Fitness, along with The Bar Method, Basecamp/Sumhiit Fitness and Waxing the City, among other entities. 

Leverton, who most recently served as a partner at investment firm Pritzker Private Capital, will lead the new company as its first-ever CEO. A former engineer, Leverton had stints as the CEO of brands including Topgolf, Chuck. E Cheese parent CEC Entertainment and Omniflight, a provider of medical helicopters. Leverton will also serve on the Purpose Brands board of directors.

Leverton told Athletech News he decided to join Purpose Brands due to the strength of its flagship brands Orangetheory and Anytime Fitness, as well as his desire to create positive change through fitness and wellness. 

“Two of my formative experiences were in medical services. I was a biomedical engineer making neurovascular catheters and I was CEO of a medical helicopter business,” Leverton told ATN. “In both of those roles, we literally saved lives. Purpose Brands literally saves lives, and the lives we don’t save we’re making better through improved health, wellness and self esteem.” 

A Fitness Industry Giant

The creation of Purpose Brands comes after Orangetheory and Self Esteem Brands announced a merger of equals in February. The deal marked one of the biggest fitness industry consolidations in recent memory, with global powerhouses in Orangetheory and Anytime joining forces to essentially create a fitness and wellness supercompany.  

Purpose Brands now operates more than 7,000 locations, including over 1,500 Orangetheory studios and 5,000 Anytime Fitness gyms, serving over 6 million total members worldwide and doing around $3.7 billion in revenue. Nearly half of those locations are outside of the United States, with 50 countries and territories represented on seven continents. 

Private equity firm Roark Capital, which previously invested in Orangetheory and Self Esteem Brands, will continue to support the combined company, the sides said. 

Orangetheory co-founder Dave Long and Self Esteem Brands co-founder Chuck Runyon told ATN they’d been discussing their brands joining forces for several years, and finally felt the timing was right earlier this year. They chose Purpose Brands as the company’s name in a nod to the important mission that fitness and wellness brands play in improving people’s health.

“Going back to the earliest conversations Dave Long and I had, we’ve always (had) very purpose-driven organizations,” Runyon said. “We believe in the power of better health for people around the world, and, of course, supporting small business owners with franchising. That shared purpose is what brought us together initially, and I think ultimately, what inspires our teams to come to work every day.”

Runyon and Long will serve on the Purpose Brands board of directors and will stay active in fitness industry circles, but Leverton will run the day-to-day as CEO. 

“We chose Tom given his track record of being purpose-driven, growth-orientated, and what I’d call long-term stakeholder focused,” Runyon said. “Every single company he worked for was better after he left. We’re excited to see where he takes the company.”

What’s Next for Purpose Brands?

Despite their already massive footprints, Leverton believes there’s plenty of room for Orangetheory and Anytime to continue expanding in the U.S. and abroad in the years ahead. Brands like The Bar Method, Basecamp/Sumhiit Fitness and Waxing the City could also be in line for expansion.

“There’s a tremendous amount of white space both domestically and internationally,” Leverton said, pointing to data that pegged the global wellness market’s value at $6.3 trillion in 2023 with a projected increase to $9 trillion by 2028. 

Besides driving more expansion, Leverton says Orangetheory and Anytime Fitness franchise owners can expect enhanced support and new resources across data analytics, operations, marketing and even science. 

“We’re going to be the largest health and wellness platform in the world with 7,000 locations, 50 countries, seven continents and more than 6 million members,” he said. “With that scale, we’re going to be able to deliver every possible tool to our franchisees so they can give their members the best health and wellness experience possible.”

Those benefits could include increased collaboration between Orangetheory and Anytime Fitness from a tech perspective, although nothing’s been confirmed yet on that front. Anytime made headlines last year when it became the first gym brand to partner with Apple Fitness+, while Orangetheory is known for using heart-rate tracking tech during workouts. 

Long, who co-founded Orangetheory in 2010 and grew it into one of the fitness industry’s biggest franchise brands as CEO, is excited for the next chapter under new leadership. 

“There’s just so much entrepreneurial energy at Purpose Brands,” Long said. “The focus is on how we make our franchisees successful (because) ultimately, they make our members and customers more successful. That’s the through line of this whole thing, that’s our North Star and that’s where our focus will be.”

The post Orangetheory, Anytime Fitness Unveil Parent Company, Name New CEO appeared first on Athletech News.

The fitness industry is doing strength training all wrong. 

At least, that’s the belief of Luke Carlson, a former NFL strength and conditioning coach who founded Discover Strength, a fast-growing fitness franchise that’s eyeing 100 locations by the end of next year.

“The research says people are supposed to strength train twice per week, not four, five or six times per week,” Carlson tells Athletech News. “How long is a workout supposed to last? According to all the scientific evidence, 20 to 40 minutes.”

Carlson has built his entire brand around that research. Discover Strength members complete two 30-minute workouts per week, performing 10-12 exercises per session while covering every major muscle group. Only one set is performed per exercise, and members receive one-on-one guidance or work out in small groups under coach supervision.

Discover Strength workouts may be short, but they’re not necessarily sweet, with reps performed to the point of failure, or past it, while under strict control. 

“Every rep is performed slowly,” Carlson explains. “That’s the key: you’ve got to eliminate momentum. Lift (the weight) slowly, lower it slowly, and then you’ve got to go to momentary muscle failure, or beyond momentary muscle failure.” 

Bringing Fitness Out of the ‘Stone Age’

Working out for only one hour per week seems to fly in the face of traditional wisdom on strength training, where time spent inside the gym is seen as a necessary sacrifice in order to achieve progress. 

Carlson calls that the “traditional mythology” around strength training. He believes it’s incumbent on the fitness industry to do a better job at prizing research over “bro science.”  

“That’s why our field is not respected in the same way a medical field would be respected, because we just make stuff up versus making clinical decisions based on scientific research,” he says. “I love our field, I’m not ripping our field, but we’re in the stone age.” 

In a bid to professionalize the industry, Discover Strength only employs coaches who are American College of Sports Medicine (ACSM)-certified exercise physiologists. This gives members peace of mind that they’re getting quality, science-backed advice, similar to a doctor’s office. 

“We don’t want a client to come to us because we have charming personalities, we have great physiques or we’re selling sex appeal in any way,” Carlson says. “We want them to be interested in us because of our expertise.” 

The Origins of Discover Strength

A one-time assistant strength and conditioning coach with the Minnesota Vikings, Carlson felt a calling to work in the fitness industry after completing a master’s degree in kinesiology. 

“People were just exercising in a way that was completely unreflective of all of this scientific research,” he recalls. “I said, ‘I’m going to spend the rest of my career bridging the gap between all this exercise science research and how people actually work out.” 

In 2006, he founded Discover Strength in Minnesota, pioneering the twice weekly, 30-minute workout concept that the brand has become known for. After opening several additional company-owned locations over the next decade-plus, Discover Strength began franchising in 2019. 

Today, the brand has 47 locations open or in development, including a strong presence in states including Minnesota, Arizona and Texas. Recent expansions include Chicago, while a Washington, D.C., location is coming soon. 

“By the end of next year we want to be at 100 units,” Carlson says, noting that franchise sales are strong. 

Riding the Strength Training Wave

Discover Strength’s growth can be attributed in large part to the incredible rise of strength training over the last few years. The modality has exploded in popularity since the pandemic, especially among women and older populations, who are increasingly ditching cardio machines for squat racks. 

The average Discover Strength member is between 45 and 62 years old, although the brand sees clients of all ages. Around 55% of members are female, a clear sign of strength training’s increased acceptance among the American population. 

Classes run around $60 for a one-on-one session and $40 for small-group training, although it can vary based on location and membership type. Carlson says the typical Discover Strength client spends between $300 and $400 per month, giving the brand healthy recurring revenue numbers that drive strong unit economics. 

Due to its relatively high pricing, Discover Strength usually sets up shop in more affluent neighborhoods. Still, Carlson sees plenty of runway for the brand in the years ahead, which could grow to as many as 1,000 locations in America if all goes well. 

“Size is not my primary driver, nor is it the driver for anyone on our leadership team – it’s the quality of the customer experience, the integrity of the workouts and the unit economics of the franchisee,” he says. “All that being said, 500 to 1,000 locations in the U.S. is very feasible.”

The post Discover Strength Eyes Growth With 30-Minute Workout Concept appeared first on Athletech News.

In the world of entrepreneurship, investing in a fitness franchise offers an enticing pathway to financial prosperity and personal fulfillment. However, the initial capital required can be a significant barrier for many prospective investors.

Fear not, franchises exist that provide strong investment opportunities without breaking the bank. With an initial investment under $250,000, these franchises offer a chance to enter the thriving fitness industry and carve out a path to success.

Athletech News uncovers what makes these fitness franchises ideal investments for aspiring entrepreneurs. Each franchise offers a unique blend of opportunity and potential, from affordable entry costs to comprehensive support systems. 

GymGuyz 

Investment: With an investment ranging from approximately $92,000 to $174,000, GymGuyz presents an enticing opportunity for aspiring entrepreneurs seeking entry into the fitness market. Boasting an impressive network of 178 locations across the United States, Canada, and the U.K., GymGuyz has experienced a staggering growth rate of 780 percent since its inception.

About: In the dynamic world of fitness franchises, GymGuyz emerges as a trailblazer, offering a unique and accessible approach to personal wellness. Founded in 2014 by Josh York, Gymguyz is on a mission to disrupt traditional fitness models and bring workouts directly to clients.

What sets GymGuyz apart is its commitment to convenience and innovation. Unlike traditional gyms, GymGuyz eliminates the need for brick-and-mortar establishments, delivering personalized workouts directly to clients’ homes or workplaces. This model reduces expenses and maximizes profit margins, catering to the ever-growing demand for convenience in today’s fast-paced world.

“Convenience will continue to rule the world,” York emphasizes.

With a focus on disrupting the fitness industry, GymGuyz is poised for exponential growth. Last year alone, GymGuyz expanded into over 265 cities, with plans to triple that number in the coming year.

When selecting franchisees, GymGuyz seeks individuals with drive, persistence and a growth mindset. York emphasizes the importance of leadership skills and the willingness to embrace discomfort as a catalyst for personal development.

With a focus on accessibility, innovation, and empowerment, GymGuyz is poised to shape the future of personal wellness on a global scale.

Learn more here.

Pvolve

Investment: With an investment requirement of between $150,000 and $250,000, Pvolve offers a compelling opportunity for aspiring franchisees looking to enter the wellness industry. Despite its relatively recent inception, Pvolve boasts an impressive network of 40+ locations, predominantly in San Diego, Phoenix, Houston, Austin and Nashville, with ambitious growth plans on the horizon.

About: Pvolve stands out as a beacon of innovation and inclusivity in the thriving fitness franchise space. Established in 2019, Pvolve has swiftly garnered attention for its proprietary fitness method and unique approach to holistic wellness. 

“Pvolve is a proprietary fitness method unlike anything else on the market,” says Jill Brand, head of brand at Pvolve. “This dedication is evident in Pvolve’s emphasis on science and validation through clinical research trials overseen by a Clinical Advisory Board comprised of medical professionals.

Pvolve’s success lies in its distinctive fitness method, which combines functional fitness with patented resistance equipment. Overseen by a Clinical Advisory Board comprising medical professionals, Pvolve prioritizes science-backed workouts aimed at enhancing mobility, strength and lean muscle mass.

What distinguishes Pvolve is its omnichannel offering, allowing members to experience workouts online and in-studio. This flexibility caters to the modern consumer’s lifestyle, resulting in higher member engagement and retention—good news for franchise owners.

Moreover, Pvolve prioritizes low-impact, functional workouts, challenging the conventional fitness mantra of “no pain, no gain.” By emphasizing longevity and body support, Pvolve attracts individuals seeking sustainable wellness solutions.

When considering prospective franchisees, Pvolve looks for individuals passionate about health and wellness who are driven to positively impact their communities. Business acumen and operational expertise are also valued traits, ensuring a robust foundation of franchisee success.

Innovation remains at the forefront of Pvolve’s strategy, with ongoing enhancements to lead generation and marketing support for franchise owners. Looking ahead, Pvolve is excited to deepen its partnership with Jennifer Aniston and expand its support infrastructure for franchisees, both digitally and in-studio.

Learn more here.

Barre3

Investment: With investment opportunities starting at approximately $250,000, over 185 franchise studios, and a global online community, barre3 provides potential franchisees with a compelling reason to join a brand that is committed to empowering individuals to embrace their whole-body health.

About: In the ever-evolving landscape of fitness franchises, one name stands out for its unique approach to wellness: barre3. Founded in 2008 by Sadie and Chris Lincoln in Portland, Oregon, barre3 emerged with a vision to redefine success in fitness. Its holistic approach to exercise sets barre3 apart from traditional fitness models. Combining strength, cardio and mindfulness, barre3 workouts offer a refreshing alternative to the typical gym routine.

We exercise to feel present and alive in our bodies just as they are,” Sadie Lincoln, the CEO and founder of barre3, explains,.

The franchise’s recent acquisition of The Barre Code further solidifies its position as an industry leader. With 22 new franchise studio owners onboard, barre3 is poised for even greater expansion. This growth is fueled by a commitment to providing unparalleled support to franchisees, ensuring their success in local communities.

Prospective franchisees are sought not only for their entrepreneurial spirit but also for their alignment with barre3’s vision and mission.

“We seek owners who are entrepreneurial business-minded leaders in their local communities,” Lincoln notes,

Innovation is at the heart of barre3’s evolution. In the past year alone, the franchise has introduced three new class types, each designed to enhance the barre3 experience. From strength-building to cardio-boosting workouts, barre3 continues to push boundaries in functional fitness.

Looking ahead, barre3 shows no signs of slowing down. With plans to open 50+ new studios and expand internationally, the movement towards redefining success in fitness is only just beginning. As Sadie Lincoln aptly sums up, “With this momentum, we are leaning heavily into franchise sales and studio conversions, continuing our mission to bring balance and empowerment to communities worldwide.”

Learn more here.

Anytime Fitness 

Investment: With existing franchise resale opportunities requiring less than $250,000, Anytime Fitness presents an opportunity for aspiring entrepreneurs wanting to join the fitness industry at one of the top big gym fitness franchises. With an impressive network of 5,200 locations worldwide, including all seven continents, Anytime Fitness continues to set the standard for accessibility and innovation in the fitness industry.

About: In the world of fitness franchises, Anytime Fitness is an unparalleled leader in revolutionizing how individuals approach personal wellness. Established in 2001 and franchised since 2002, Anytime Fitness has rapidly expanded to become the largest and fastest-growing fitness brand worldwide.

Distinguishing itself from traditional gyms, Anytime Fitness prioritizes tailored fitness experiences catered to individual needs. The brand’s commitment to customization and convenience is evident through its 24/7, 365-day access and advanced technological offerings, which facilitate personalized coaching and support.

Prospective franchisees are sought based on their alignment with Anytime Fitness’s core values and their dedication to promoting wellness within their communities. Attributes such as a genuine passion for fitness, entrepreneurial drive and a desire to make a positive impact are highly valued.

Continual innovation drives Anytime Fitness forward, exemplified by recent partnerships with Apple Fitness+ to enhance member experiences. With plans to double domestic clubs and expand into new markets such as the United Arab Emirates and Europe, Anytime Fitness remains at the forefront of fitness evolution.

Learn more here.

Pure Barre

Investment: With an entry-level investment of just over $250,000, Pure Barre has expanded to over 640 locations across 48 states and Canada, with recent developments in Japan. This impressive growth underscores its strong market presence, especially in the major cities within California, Illinois, Florida, Massachusetts, Georgia and Colorado.

About: Established in 2002, Pure Barre has played a pioneering role in the barre industry that has set it apart from other fitness brands.

“Pure Barre is the pioneer in the barre industry, not only as it is the biggest barre brand in the world, but through the dedication to evolve the consumer experience and invest in class innovations constantly, it has a very loyal member base that allows the brand to continue to grow even now as a ‘legacy’ brand with a 22-year history,” explains Kate Doyle-Kwon, vice president of franchise marketing at parent brand Xponential Fitness.

Ideal franchise candidates exhibit effective leadership skills, strong business acumen, and a passion for health and wellness. Pure Barre values individuals who appreciate the franchise model and are committed to upholding the brand’s core values of inclusivity and community.

Pure Barre continuously innovates to enhance the member experience. In 2023, the brand introduced two new class types: Align, which focused on recovery and flexibility, and Define, which emphasized strength training with heavier weights. These innovations have been well-received, with the Define class achieving a utilization rate of 77 percent and driving a 15 percent increase in same-store sales across North America. Such innovations retain members by offering variety and attracting a more diverse membership base, catering to those seeking restorative and strength-focused workouts.

Looking ahead, Pure Barre aims to be a category leader.

“Our big vision is to continue to forge the path and be a driving force in developing the low-impact, high-intensity category in the fitness industry,” says Doyle-Kwon.

Learn more here.

The post The Best Fitness Franchises Under $250K To Open appeared first on Athletech News.

F45 Training is adding cold plunge tubs, infrared saunas and percussive therapy equipment to participating studios worldwide, embracing the new wave in wellness and potentially introducing a lucrative business model for boutique fitness studios. 

Dubbed “Recovery by F45,” the new program gives F45 franchise owners the option to add infrared saunas, cold plunge tubs, and Hyperice compression/percussive therapy equipment to their studios as an add-on purchase for existing members or an a-la-carte option for drop-ins. 

“As we continue to evolve F45 into a total wellness solution, we’re thrilled to introduce recovery services in our studios,” F45 Training chief operating officer Ryan Mayes told Athletech News. “Through new offerings like infrared sauna, cold plunge and percussive therapy, we’re empowering our franchisees with new options to serve members and drive the overall value of F45 membership.”

F45 members can purchase recovery services at participating studios through class packs or as an upgrade to existing unlimited memberships. Cold plunge and sauna sessions are also available for individual purchase by drop-ins. 

US, European Studios Embrace Recovery

F45 couldn’t share many specific details on the rollout at this stage, but some studios in the United States and international markets have already added infrared saunas, cold plunges and percussive therapy equipment. More studios are expected to add the services in the coming months, F45 confirms.

F45 Kingsgate in Kirkland, Washington, has already added recovery services, and is seeing positive early returns. 

“Adding Recovery by F45 has changed the way we operate our studios,” said Courtney Gibson, the owner of F45 Kingsgate. “Our members love the all-in-one solution, especially coupling their intense workout days with time in the infrared sauna or cold plunge after. It truly enhances the F45 brand and continues to show we are fully vested in our members and their wellness journey together.”

Some F45 studios in the United Kingdom and European markets have also begun adding recovery services, including infrared saunas, cold plunges and Hyperice equipment. 

“We have had lots of our existing network enquire about adding in the recovery,” Tristan Smith, F45 and FS8 master franchise director for Europe and the U.K., told ATN. “We know that recovery is at the forefront of a lot of our members’ routines, so it’s amazing that we have a solution for them under the same roof that they workout in.”

F45’s Bold New Plan

F45’s embrace of recovery marks the brand’s latest expansion move under CEO Tom Dowd, who took over as leader of the functional fitness franchise in March 2023. 

Under Dowd, F45 has opened up sister fitness brands in Vaura Pilates and FS8, both of which aim to capitalize on the surging demand for Pilates workouts. F45 has also added recovery classes and nutrition content to its app.

The moves fall in line with Dowd’s goal of building F45 into more than just a workout brand but a one-stop shop for all things health and wellness. 

“The vision that I came in with was to be a solution headquarters for everything health and wellness,” Dowd has told ATN.

Whatever the future holds, F45’s move to add recovery services should be intriguing for the fitness industry. Big-box gyms and health clubs have begun to add saunas and cold plunges en masse amid high demand, but until now, boutique fitness brands have been less willing to add the modalities to their studios given space constraints.

The post F45 Adds Cold Plunge, Infrared Sauna in Recovery Play appeared first on Athletech News.

Los Angeles-based World Gym International has been acquired by World Fitness Services, Ltd, the parent company of World Gym Taiwan, the largest franchisee in the World Gym network, the sides announced. 

With the deal, the Taiwan-based World Fitness Services (WFS) takes control of the entire World Gym network, which currently includes over 230 franchised gym locations on six continents, including many gyms in the United States. 

The deal is worth $9 million, according to the Taiwan News. Representatives from World Gym International were unable to immediately confirm that figure with Athletech News.

Through its World Gym Taiwan subsidiary, WFS owned and operated 130 World Gym locations in Taiwan before the acquisition.

John Caraccio, the chairman of WFS, will serve as interim CEO of World Gym International, and Michael Sanciprian, the former CEO of WFS, will serve as executive director.

According to WFS, Caraccio and Sanciprian grew World Gym Taiwan from a single gym location in 2001 to 130 locations in 2024. WFS says it intends to accelerate global expansion of the World Gym brand and enhance the member experience.

“As long-time partners and passionate advocates for the World Gym brand, we are thrilled to lead this next phase of growth,” Caraccio said. “We are committed to upholding the values that have made World Gym an iconic name in fitness while driving innovation and expansion in international markets.”

Under Caraccio and Sanciprian, World Gym plans to add between 30 and 100 new franchise locations annually over the next several years, eventually reaching 500 gyms worldwide, the Taiwan News reported.

The deal marks a changing of hands for the World Gym brand, founded in 1976 in Southern California by Joe Gold, who also founded Gold’s Gym. World Gym International had been based in Los Angeles before the acquisition and was led by CEO Lewis Stanton. 

In the 1970s and 80s, World Gym built a reputation as one of the most iconic gym brands in bodybuilding, welcoming legends including Arnold Schwarzenegger and Lou Ferrigno at its early locations. In recent years, the brand has sought to reposition itself as a more inclusive fitness concept, attempting to bring more women into strength training and leveraging technology to personalize workouts. 

World Gym currently counts more than 230 franchised gym locations in a handful of countries across the globe, according to its LinkedIn page. The brand has a significant presence in Australia, Brazil, Canada, Taiwan and the U.S., with additional locations in countries including Egypt, Germany and Mexico, among others. 

The post World Gym International Acquired By Taiwan-Based Group appeared first on Athletech News.

When Will Bartholomew looks back at his storied college football career, his fondest memories aren’t of winning a national championship or sharing a backfield with NFL legend Peyton Manning. 

A member of the Tennessee Volunteers football team that won the 1998 national championship, Bartholomew admits his best moments as a college athlete were in the weight room and on the practice field, where he fell in love with the art of self-improvement through strength and conditioning.

“I loved playing, don’t get me wrong,” Bartholomew tells Athletech News. “I loved being on the field in front of 100,000 people, but where I felt a transformation happen was in that weight room and on that turf.”

Following a knee injury that prematurely ended his NFL career, Bartholomew founded D1 Training, a chain of fitness facilities that gives young athletes and adults alike a taste of what it’s like to train inside a Division 1 weight room. 

“The whole business is built on replicating that D1 environment for communities, and helping athletes reach their goals,” says Bartholomew, who serves as D1’s CEO.

D1 Training has steadily expanded since Bartholomew founded the brand in 2001 in his hometown of Nashville, Tennessee. After growing to over 30 corporate-owned locations, the brand began franchising in 2018, setting the stage for explosive recent growth. 

Today, D1 Training counts 117 gym locations in states across the country, with 252 more units in development as franchise sales boom. If you haven’t spotted one already, there’s a good chance you’ll see a D1 gym soon at a strip mall near you.

Bringing Athletic Training to the Masses

Young athletes (between 7 and 18 years old) make up the bulk of D1’s business, accounting for around 61% of the brand’s revenue. The other 39% comes from adults, who, for various reasons, want to train like they’re still in their playing days.

Parents often ditch their local gym and join D1 after seeing the impact Bartholomew’s brand has on their children’s fitness levels and sports performance. 

“It’s interesting because when we initially open in these marketplaces, we get a lot of athletes who sign up,” Bartholomew notes. “All of a sudden the parents are like, ‘I ought to be training, too.’ So we really become that place for the whole family.” 

While specific programs vary based on age, experience level and training goals, D1 workouts are built around the same strength and conditioning movements college athletes get put through at top schools like the University of Tennessee. 

Plyometric exercises, sled pushes and pulls, and agility drills are all on the menu, along with plenty of weight lifting.

“We’re big believers in moving free weights and bars just like in a college atmosphere, ” Bartholomew explains. “We think that’s the best way to train, even for an adult.”

A testament to this approach, D1 has been endorsed by the NFL Players Association as an approved training facility and is a preferred partner of the National Academy of Sports Medicine (NASM). The brand has trained many college football stars for the NFL Combine, including a handful of first-round draft picks. 

D1’s growth comes as strength training and functional fitness surge in popularity nationwide, not just among athletes but everyday fitness enthusiasts. As Americans increasingly ditch cardio machines in favor of more intense ways of working out, brands like D1 are well-positioned to continue expanding. 

“There are so many people out there who want to train like an athlete, live like an athlete, eat like an athlete and wear what an athlete wears,” Bartholomew says. “It’s not just about being a celeb, it’s about, ‘This is who I am, this is my identity.’” 

Pro Athletes as Brand Ambassadors 

Professional athletes are getting on board, too. 

D1 Training has partnered with sports stars including Manning, Tim Tebow and Chris Paul on business initiatives. Tebow, a former Heisman Trophy winner and NFL quarterback, will speak at the brand’s annual franchise summit next month. Paul, a 12-time NBA All-Star, starred in a recent D1 marketing campaign. 

Manning, Tebow and Paul all experienced D1 Training for themselves before deciding to partner with the brand.

“All of them have trained at D1, and all of them have seen what it’s done for these communities,” Bartholomew says. “Peyton and I were working out together when he approached me like, ‘I’d love to get involved in the business.’” 

Some current and former athletes have even become D1 Training franchisees: NFL players (and brothers) Sammy and Jaylen Watkins own their own D1 location, as does longtime former New Orleans Saints tight end Josh Hill. 

Besides being a good business opportunity, athletes are drawn to D1 Training because the brand’s mission speaks to them on a personal level, Bartholomew believes. 

“Every athlete out there would say, ‘If it wasn’t for this coach, I probably wouldn’t have gotten to where I did,’” Bartholomew adds. “We want to be that coach who inspires an athlete to go beyond what he thought he could do, and motivates him to reach goals that he never thought possible.” 

“I think that’s what these celebrity athletes see,” the D1 Training CEO adds.

Expansion on the Horizon

Looking ahead, D1 is keeping its foot on the expansion gas pedal. With 252 units in development and additional franchise agreements getting signed at a rapid clip, many more D1 locations will soon be popping up across the country.

“Right now we’ve got around 30,000 athletes being trained by our coaches in the system,” Bartholomew reports. “How we’re going to be able to shape athletics over the course of the next 10, 20, 30 years, is really exciting.”

Beyond numbers, Bartholomew says everything D1 Training does comes down to “serving the athlete.”

As part of that mission, he wants D1 to become the go-to information brand for young athletes (and weekend warriors) around the country, helping them reach their goals with content, advice and, of course, top-flight coaching.  

“I see us being the place where you go to get everything you want to be a great athlete,” Bartholomew says. “I’m defining an athlete as someone who’s dedicated to reaching their goals – it doesn’t have to be someone who’s playing a sport. I feel like I’m still an athlete even with all my injuries.”

The post How D1 Training Became One of the Biggest Brands in Fitness appeared first on Athletech News.

In fitness franchising, big-box gym franchises represent significant opportunities, offering investors a chance to capitalize on the enduring appeal of the health and wellness industry. With their extensive facilities, diverse offerings,and established brand recognition, these franchises provide a solid foundation for entrepreneurs seeking to enter the thriving fitness industry.

For those looking for strong unit economics and the ability to make a meaningful community impact, large gym franchises could be your ticket to success and fulfillment.

Here, Athletech News dives into what sets some of the top players in the large gym franchise category apart in a competitive market. From robust training programs to strategic marketing initiatives, each franchise offers investors a unique blend of opportunity and potential. 

Anytime Fitness

Investment: The initial investment to open a new Anytime Fitness franchise is just below $400,000. This comprehensive investment covers everything from equipment to the franchise fee, ensuring franchisees are well-equipped to start their business on a solid foundation.

About: Anytime Fitness stands out as a premier choice for prospective franchise owners. Established in 2001, Anytime Fitness has rapidly evolved into the largest and fastest-growing fitness brand worldwide. With over 5,200 clubs in over 40 countries, Anytime Fitness boasts an extensive global presence, including unique locations like Antarctica. The brand’s robust expansion is evident, with over 2,300 locations in the U.S. alone, mainly concentrated in Texas, Florida, Minnesota and California.

Anytime Fitness distinguishes itself from other fitness brands through its commitment to accessibility and personalization. Unlike conventional gyms, Anytime Fitness provides 24/7, 365-day access to state-of-the-art facilities, allowing members to work out at their convenience. The brand is dedicated to individualized fitness plans. Upon joining, every member receives a customized plan supported by professional coaches and innovative technology like AF SmartCoaching and the A.F. App. This approach ensures members receive tailored guidance, enhancing their fitness journey inside and outside the gym.

Anytime Fitness seeks franchisees who share the brand’s core values and passion for fitness. Ideal candidates are enthusiastic about promoting a healthy lifestyle and are entrepreneurial in spirit. Prospective owners should be committed to positively impacting their communities, building a successful business and fostering a supportive gym environment. This alignment ensures a strong foundation for success within the franchise network.

Relentless innovation has been a cornerstone of Anytime Fitness’s success. A notable recent development is the partnership with Apple Fitness+, launched in 2023.

Looking ahead, Anytime Fitness is poised for continued domestic and international expansion. In 2024, the brand aims to double the number of its domestic clubs, tapping into markets across all 50 states. Additionally, Anytime Fitness is expanding its global footprint, with significant growth planned in the United Arab Emirates and Europe. The first club in Dubai is set to open by the end of 2024, marking a new chapter in the brand’s exciting international journey.

Learn more here.

Snap Fitness

Investment: With a total investment ranging from £550,000 ($703,000) to £750,000 ($958,000) Snap Fitness presents a compelling opportunity for potential franchisees.

About: Founded in 2003 and franchising since 2015, Snap Fitness has grown to over 1,000 gyms across more than 20 countries, with the highest franchise concentrations being in the Americas, particularly the United States and Canada, followed by Australia and New Zealand, the U.K. and Ireland.

Over the past year, Snap Fitness has experienced a 16 percent rise in global memberships, remodeled 96 gyms, opened 32 new gyms and sold 78 new territories. The momentum behind the brand right now cannot be ignored. The goal for 2024 is to open a new site every two weeks, a target that the company is well on track to achieve. A strong value proposition and a commitment to holistic wellness drive this impressive expansion.

One of Snap Fitness’s key differentiators is its holistic approach to fitness. The brand focuses on the overall well-being of its members, emphasizing the intrinsic benefits of exercise, such as increased energy, reduced stress and improved mood.

“Snap Fitness has been a pioneer in shifting the fitness industry’s focus from aesthetics to overall wellness,” says the brand’s senior leadership team. This strategy resonates with modern gym-goers seeking more than just physical transformation.

Snap Fitness seeks franchisees who are passionate about health and wellness, committed to the member experience, eager to learn and grow, and keen to support their local communities. Their most successful franchisees understand the value of member satisfaction and strive to create welcoming, supportive and inclusive environments for them in every community they serve.

Innovation remains at the forefront of Snap Fitness’s offerings. In April 2024, the company launched Snap App 2.0, ensuring a seamless fitness experience for members. The app features improved navigation, personalized training programs and access to over 1,200 on-demand workouts. This advanced tool allows members to track their progress, receive personalized meal plans and participate in mental health programs, adding significant value to its members.

Looking ahead, Snap Fitness is focused on enhancing its member experience through ongoing, member-centric staff training and continuous app improvements. By prioritizing the member journey, Snap Fitness aims to expand its footprint and solidify its position as a leader in the global fitness industry. For investors seeking a dynamic and growing franchise opportunity, Snap Fitness offers a proven model with extensive franchisee support.

Learn more here.

D1 Training

Investment: With a total investment of between $161,000 and $711,000, D1 Training presents a compelling opportunity for potential investors.

About: Founded in 2001 and franchising since 2015, D1 Training already has an impressive footprint with over 116 locations, with the highest concentration being in the Central, South and Southeast regions of the U.S., including 25 new locations that have opened this year. The company is showing remarkable growth, as reflected in the March 2024 sales numbers, marking the largest sales month in company history. Add to that an impressive same-store sales growth averaging 6.5 percent year-over-year systemwide, and you can be assured that unit economics are top of mind for the team at D1. 

The brand differentiates itself in several key ways, but the most compelling is its ability to offer training to youth and adults.

“Our rookie classes train kids as young as seven years old, but we also train adults, including college and pro athletes,” boasts the senior leadership team.

This broad demographic appeal is complemented by a 5-Star Training program, which delivers a division-one training experience for all levels. Additionally, D1 Training benefits from four growth markets: Fitness, Health & Wellness, Youth Sports, and Family Entertainment, making it a versatile and robust franchise opportunity.

When looking for prospective franchisees, D1 Training seeks financially qualified individuals with experience in small-business ownership and strong leadership experience who are driven and passionate about fitness. “We want community leaders who are enthusiastic about the D1 Training brand and share our mission and vision,” the leadership team explains.

D1 Training’s strategic business model provides state-of-the-art operations and marketing tools to empower franchise owners to operate a best-in-class training facility while being encouraged to grow with the brand.

Learn more here.

The post The Best Gym Franchises To Open appeared first on Athletech News.

In the latest episode of Athletech News’ Unscripted podcast, Devan Kline, co-founder of Burn Boot Camp, joins co-hosts Edward Hertzman and Eric Malzone to discuss the brand’s unique and highly enthusiastic approach to group fitness.

Kline, Hertzman and Malzone explore how Burn Boot Camp builds community through the lens of group fitness, and how this family-oriented philosophy permeates its approach to the business of franchising. Watch this episode of “Unscripted” for unfiltered takes on the following:

• Competing in business and in life
• Why being considered a “cult” isn’t always a bad thing 
• How to create a fitness brand that keeps people coming back

Key Talking Points:

• (0:00 – 5:06) Intro to Burn Boot Camp and its mission
• (5:06 – 10:51) The journey from parking lot to franchise success
• (10:51-16:41) Building a transformative fitness company
• (16:41 – 21:53) Navigating industry challenges
• (21:53 – 40:54) The importance of culture and community in scaling
• (40:54 – 44:29) The Burn Boot Camp book and closing remarks

Watch more ATN podcasts and videos here

The post Unscripted: Devan Kline on the Origins, Growth of Burn Boot Camp appeared first on Athletech News.

Increasingly, people looking to improve their performance both in the gym and on the sports field are turning to strength and conditioning workouts to help them both get stronger and grow endurance. Combine those benefits with encouragement and guidance as well as technology and tracking, and you have the perfect formula for a successful boutique strength and conditioning studio. These popular fitness franchises have taken off in recent years, and savvy entrepreneurs are poised to continue to grow this category within the fitness industry.

As you explore the opportunities inherent in fitness franchises, learning more about the unique benefits of strength and conditioning can help you determine whether this type of studio is an ideal match for your interests and skill set.

See below to learn more about this category, how it stacks up against your needs and what resonates most with members at each type of studio. 

Pvolve

Investment: Investment in a Pvolve franchise ranges between $392,950 and $892,500.

About: Founded in 2019, Pvolve is making a splash in the fitness franchise industry. The company has opened locations throughout North America, and awarded 28 franchise licenses in 2023. Nearly 50 studios are under development as of 2024.

“Pvolve is a proprietary fitness method unlike anything else on the market that combines functional fitness with patented resistance equipment designed specifically for the brand,” says Julie Cartwright, president of Pvolve.

The method is overseen by a Clinical Advisory Board (CAB) made up of medical doctors, a physical therapist and a sports physiologist. Pvolve is committed to incorporating science and validating the fitness method through clinical research trials with leading universities on lower back pain, mobility, strength and lean muscle mass.

Pvolve is available both online and in studio, so clients can do a 55-minute in-person class or a 20-minute workout at home. Cartwright notes that this flexibility leads to higher member engagement and a lift in retention. 

“An ideal franchise candidate is someone with a passion for health and wellness, and who has a desire to better the lives of the members of their community,” Cartwright says. She notes that half of their owners started as digital subscribers, which is a testament to their belief in the business. 

“Business and operational acumen are also key components we look at when evaluating owners. Pvolve franchisees are both owners and operators running the day-to-day of the studio or semi-absentee, hiring a studio manager to run operations, but still actively involved, explains Cartwright.

The Pvolve team is also working on new features to help owners market their studios and drive new leads.

“Recent improvements include enhanced landing pages for paid media funnels and improvements to the studio CRM platform to make sure we are properly nurturing and converting leads. We also use a platform called Marq that houses hundreds of brand-approved templates for studios to use to support their marketing activities, including events, partnerships, custom email campaigns, as well as local grassroots initiatives,” explains Cartwright, adding Marq is updated regularly to keep marketing efforts fresh.

Pvolve will continue its partnership with Jennifer Aniston, which includes content and collaborations. The company is also continuing to invest in building out additional support and infrastructure for its owner network. This includes additional learning and development courses, marketing tools and assets and agency partners.

Learn more here.

Discover Strength

Investment: The initial investment for a Discover Strength franchise is $463,000 to $877,000. This includes buildout estimates and equipment.

About: Since Discover Strength began franchising in 2019, the company has grown to 47 locations either already open or in development across 13 states. Of those, 32 are franchise-owned, and the highest concentrations of locations are in the Twin Cities, in the Scottsdale/Phoenix region and the Dallas-Fort Worth area.

The company, which was founded in 2006, is committed to evidence-based exercise, and the management team looks for franchise owners who operate on the same core value system.

Each of Discover Strength’s experts are educated trainers, including exercise physiologists with 4-year degrees in exercise science or a related field. These are professionals immersed in the field, who are staying on top of research and pursuing additional certifications.

“We follow an evidence-based approach to exercise. We do not hop on the latest fad or market-driven trend. We adhere to what the research says is going to give us the best results in the shortest amount of time while being safe,” explains Scott Breimhorst, vice president of franchise development.

And Discover Strength is geared towards busy clients, aiming to see them twice a week for thirty minutes, and this three-pronged approach with expert trainers, an evidence-based approach, and a focus on efficiency sets them apart.

“These three differentiators have allowed us to retain clients at an extremely high rate. Our company’s Net Promoter Score of 95 is a clear indicator of our clients’ strong loyalty and willingness to refer others to the experience,” says Breimhorst.

By 2025, Discover Strength expects to have 100 locations open, and the franchisor uses the Buxton Consumer Intelligence System to help guide territory decisions and support franchisees. The company looks for franchisees who align on the core values — learning, servant leadership, science-based, and creating our own future — and the core purpose — leading the movement in evidence-based exercise.

Learn more here.

Body Fit Training (BFT)

Investment: With a franchise fee of $60,000, the investment range for a Body Fit Training (BFT) franchise is $328,920 to $519,520. 

“Our ideal candidate has a background in some level of team development/leadership, has business experience whether in the corporate world or as an existing business owner, an appreciation for the franchise model, along with a passion for health and wellness, and our minimum net worth and liquidity requirements,” says Duncan Cork, president of Body Fit Training (BFT).

About: Established in 2017, BFT now has over 300 locations globally. It initially expanded rapidly in Melbourne, where it was founded, then expanded to other cities and regions across Australia and New Zealand.

“Realizing that BFT’s science-backed group strength and conditioning programming was resonating so strongly in Australia and New Zealand, we then saw demand and expanded into Singapore, the U.K., and Spain,” explains Cork. In 2021, Xponential Fitness acquired BFT for North American expansion across the U.S. and Canada. BFT has also expanded into South-East Asia and Europe, creating a global brand. 

BFT attracts members who are drawn to a type of group strength training based on coaching techniques that were previously used primarily for elite athletes, with the average client taking four to five classes per week.

“Knowing that athletes have different needs, with injury histories, years of training and specific needs of their position in the team, founder Cam Falloon saw an opportunity to bring a really considered, progressive and science-backed approach to group fitness informed by metrics collected from heart rate monitors that allowed for customized, future workouts for members,” say Cork.

BFT is also focused on a community-based member experience where members train in eight-week program blocks, working different energy systems and muscle fiber types. Their workouts are monitored through a custom heart-rate technology system, which tracks their fitness growth.  

Learn more here.

The post The Best Strength & Conditioning Fitness Franchises To Open appeared first on Athletech News.

Barre3 continues to expand, announcing an agreement that will see Buffalo, New York-based brand Barre Centric transition its studios into barre3 locations. 

Under the agreement, all Barre Centric studios will sign franchise agreements with barre3, converting their locations. Barre Centric counts three studios, all of which are in Buffalo. 

The Barre Centric locations will transition over the coming months, with all three studios receiving new branding, updated class formats and instructor training to bring them in line with barre3. 

Founded in 2012 by former dancers Giavana De Zitter and Rachael Jarosz, Barre Centric offers full-body, low-impact barre fitness workouts that last for 45 or 55 minutes per session. De Zitter and Jarosz themselves have taught over 10,000 classes, growing Barre Centric into a mainstay in Buffalo’s fitness scene. 

“I am thrilled to welcome Gia and Rachael to our network of owners,” said Sadie Lincoln, the co-founder and CEO of barre3. “What they accomplished together with Barre Centric is admirable, and I look forward to the leadership and insight they will bring to barre3. We’re so excited they are becoming barre3 and are joining us in our vision to redefine what success in fitness means.”

Full Steam Ahead for barre3

The move sees barre3 enter the Buffalo market as it continues to expand across the United States. Last year, barre3 acquired The Barre Code, a Midwest fitness brand, in a major consolidation move in the barre space. 

De Zitter and Jarosz told Athletech News they were encouraged by barre3’s acquisition of The Barre Code, and that the success of the move played a role in their decision to become barre3 franchise owners. 

Founded in 2008 in Portland, Oregon, by Lincoln and her husband, barre3 now counts 197 locations nationwide. Lincoln has said she believes the brand can open as many as 1,000 studios across the globe. 

The fitness brand has grown thanks to a focus on sustainable franchise economics, timely acquisitions and premium workout offerings. Barre3 offers workouts including barre3 Signature, b3 Cardio, b3 Strength, b3 Mindful Flow and curated collections. Classes are available in-person and online through the company’s digital platform.

Barre3 also has a strong retail arm, selling fitness apparel in partnership with Beyond Yoga, along with equipment, accessories and wellness/beauty products. 

More To Come?

While barre3’s absorption of Barre Centric isn’t an acquisition, experts have told ATN they expect to see more consolidation in the boutique fitness sector as some smaller brands struggle amid macroeconomic and industry-specific challenges. 

Lincoln has said barre3 will continue to pursue acquisitions and strategic other deals if the fit is right. 

“If there’s an alignment in our core values, vision and mission, then it’s something I’m proud to say we can do,” she told ATN in July. “It’s not just the bigger brands like The Barre Code – the owner of Spokane Barre just became part of barre3. I’m passionate about the people who have one or two studios but want to join something bigger and get the support they need.”

The post Barre3 Adds Buffalo Brand Barre Centric in Latest Expansion appeared first on Athletech News.

One big box fitness franchisee is making a big impact on those impacted by Hurricane Milton.

CR Fitness Holdings, the largest franchisee of Crunch Fitness in Florida and the U.S., has opened the doors to select Crunch Fitness locations to offer relief to residents experiencing power outages.

Starting today, Crunch Fitness gyms across Florida will be available during standard business hours for both members and non-members, offering access to showers, charging stations for devices such as phones and laptops, or just a place to blow off steam.

Crunch staffers are also serving hamburgers, hot dogs and bottled water while supplies last.

“We understand the immense impact Hurricane Milton has had on our communities, and as part of our ongoing dedication to health and wellness, we want to ensure that everyone has a safe space to refresh and regroup,” CR Fitness CEO Tony Scrimale said. “Our facilities are not just about fitness—they’re about helping people live better lives, especially when they need it most.”

Here is a list of Crunch locations offering services to those in need:

Crunch Land O’ Lakes
Crunch Countryside
Crunch Lakewood Ranch
Crunch Stuart
Crunch Palm Beach Gardens
Crunch West Melbourne
Crunch Wickham
Crunch Altamonte Springs
Crunch Kissimmee
Crunch East Colonial
Crunch Poinciana
Crunch Boy Scout

Additional locations are opening by the hour as circumstances allow, according to the high-value, low-price (HVLP) fitness franchisor.

The post Crunch Fitness Gyms Open Doors to Non-Members Impacted by Hurricane Milton appeared first on Athletech News.

F45 Training and Samsung Electronics have partnered to bring the Mark Wahlberg-approved and science-backed functional fitness franchise’s workouts to Samsung Daily+ users, giving them free access to a vast library of cardio, strength, hybrid and recovery offerings.

The partnership puts F45 Training on all Samsung TVs and future releases, with additional fitness content planned for the coming months.

“Our objective is to create a central hub that offers fun and unique workouts to help each of our users achieve their personal fitness goals,” said Demian Hyun, vice president and head of the experience planning group of the visual display business at Samsung Electronics. “Partnering with F45 Training on Samsung Daily+ underscores our commitment to delivering digital health experiences and improving consumers’ well-being.”

F45 CEO Tom Dowd noted that while starting a fitness journey can feel overwhelming and intimidating, the functional fitness franchisor’s 45-minute workouts can benefit anyone. It’s also an easy opportunity for newcomers to experience the boutique fitness brand.

“Utilizing the power of technology through this new partnership with Samsung Electronics, users can experience the life-changing F45 Training workouts from the comfort of their homes while preparing them, if they choose, to join the incredible F45 fitness community as they build confidence so they can seamlessly transition to in-person training at one of our many worldwide studio locations,” Dowd said.

Samsung Daily+ app users can also access F45 Life, a section that offers motivating content and links to nearby F45 studios.

F45’s chief marketing officer Brian Killingsworth told Athletech News that the launch of the F45 Training app on Samsung TVs is a major milestone, making F45 the first functional training franchise available across a global reach of over 100 million TVs.

“This partnership gives us an unparalleled opportunity to introduce our science-backed workouts to a massive new global audience,” Killingsworth said. “We know that once people experience the F45 difference—from our innovative training methods to the sense of community—they’ll be hooked.”

“That’s why we’re adding new workouts weekly, ensuring there’s always fresh content to keep them engaged and motivated,” he added. “We’re excited to bring F45 into living rooms worldwide.”

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Around 10 to 12 percent of Americans see a chiropractor each year. If Dr. Jason Helfrich has his way, that number will soon be much higher.

That’s not because more Americans will be in back pain, it’s because more people will come to recognize the holistic health, wellness, and longevity benefits of chiropractic care, provided they go to the right office. 

“We do wonderful things for pain, but there’s so much more to function and human potential that we see when we adjust somebody and free up their bodies’ innate ability to function as it was intended to,” Dr. Helfrich, a chiropractor who founded 100% Chiropractic, a franchise brand with locations across the country, tells Athletech News. “It’s super important that we get the message out to people of what chiropractic truly is about, and what it’s not about.”

“We’re focused on getting people’s bodies back to thriving at a level that some people didn’t even know they were intended to live at,” he adds.

Originally a restaurateur, Dr. Helfrich and his wife, Dr. Vanessa Helfrich, decided to change their lives in the early 2000s, moving to a new state and taking out student loans to attend chiropractic school in Iowa. After graduating, they founded 100% Chiropractic in Colorado Springs, Colorado, in 2004. 

Over the last 20 years, the Helfrichs have turned 100% Chiropractic into a thriving nationwide business. After some initial expansion success, 100% Chiropractic began franchising in 2015, setting the stage for even more growth. Today, the brand operates over 120 locations, with offices in states stretching from New Jersey to Texas to California. 

The Case for Chiropractic as a Longevity Tool

There’s reason to believe 100% Chiropractic could become even bigger, especially if Dr. Helfrich and his peers are successful in changing the narrative around chiropractic services. 

100% Chiropractic is doing its part to make that goal a reality. Besides implementing sound business fundamentals he learned during his time running restaurants, Dr. Helfrich believes a focus on long-term health and longevity is what sets 100% Chiropractic apart from other chiropractic offices in the United States. 

During their first visit to a 100% Chiropractic location, patients are taken through a Discovery Session, where a board-certified doctor of chiropractic reviews x-ray results, a posture analysis, health history, and health goals to develop a holistic treatment plan. The next visit is an Empowerment Session, where chiropractors educate patients on any issues they may be experiencing along with providing general education on the anatomy of the spine. 

While back adjustments are obviously on offer, 100% Chiropractic also provides massages, assisted stretching therapy, cold lasers, and nutrition services for its patients. 

“It’s a very thorough approach to people’s health, as opposed to, let’s get you out of neck and back pain,” Dr. Helfrich explains. “This is more like, let’s get you out of neck and back pain, but let’s get your body thriving. There are different ways we’re going to make that happen for you.”

Building a Franchise Business

Another reason for 100% Chiropractic’s impressive growth likely lies in the way the Helfrichs have approached building the business. 

To grow the brand over the last two decades, the Helfrichs have taken the tricks they learned in the restaurant biz and applied them to chiropractic offices. That included systematizing 100% Chiropractic’s operational procedures from the get-go, so new business partners – and eventually, franchisees – could step in and have their own locations running smoothly from day one. 

“We started to build like we had 10 locations even when we had one,” Dr. Helfrich recalls. “I was always a big believer that people run the systems, systems run the business.”

The Helfrichs also sought to get their peers involved on the business side, initially only selling franchise licenses to fellow chiropractors. Today, around half of all 100% Chiropractic franchises are owned by the chiropractors who run them. 

While 100% Chiropractic now also sells franchises to non-chiropractors, it continues to stay true to its roots as it brings entrepreneurs into the fold. 

“We built the company on being a franchise run by chiropractors for chiropractors,” Dr. Helfrich notes. 

That strategy appears to be working. According to the brand, the average income among 100% Chiropractic clinics in 2023 was $813,365. Offices averaged 248 patient visits per week, significantly higher than the industry average of 168. 

Creating a ‘Movement’

Dr. Helfrich is optimistic that soon, more people will come to recognize the benefits of chiropractic services. While only 10 to 12% of Americans regularly see a chiropractor today, it may not take much more adoption before the movement becomes truly mainstream. 

“When you get to 15 to 17%, you start to really create a movement that culture understands,” he says. “(Going to a chiropractor) has long lived on the cusp of becoming the norm, with people understanding the role that chiropractic plays in their family’s healthcare. We want to push it up and over that edge.”

If that happens, expect to see franchised concepts like 100% Chiropractic become even more popular than they are today. Dr. Helfrich says the brand’s next expansion goal is to open 200 locations, although he doesn’t feel pressure to chase growth, especially amid current macroeconomic uncertainty.   

At the end of the day, though, the Helfrichs have a bigger mission: they want to change the way people view chiropractic care–and healthcare in general – in America, prizing preventive care over sick (or injured) care. 

“We live in a world of, you’re hurt, you take a pill and you get better. Or, if you’re not hurt, then you must be healthy. It’s just not true,” Dr. Helfrich says. “The first sign of a heart attack is a heart attack. We don’t often feel cancer inside of us developing, but it is. Pain is a poor judge of health.”

The post 100% Chiropractic, a Fast-Growing Franchise, Taps Into the Longevity Boom appeared first on Athletech News.

Rainier Partners and its subsidiary Omega Fitness have acquired 21 Anytime Fitness gyms in Wisconsin from MDS Fitness, increasing Omega’s foothold in the Midwest as it expands nationwide. 

With the new acquisition Omega Fitness now counts over 120 Anytime Fitness gyms across California, Florida, Illinois, Minnesota, and Wisconsin, making it the second-largest Anytime franchisee in the United States. 

Seattle-based private equity firm Rainier Partners acquired Omega Fitness – a group created by franchise operators Andy Gundlach and Russ Allen – in November 2023, announcing its intentions to expand Omega’s portfolio through acquisitions while optimizing the group’s existing clubs. 

Since that deal, the PE firm says Omega has doubled the number of gyms in its portfolio. 

“The growth we have seen since Rainier’s initial investment in November 2023 is remarkable, and the addition of MDS Fitness’ gyms furthers our goal of strengthening our presence in target geographies,” said Gundlach, who serves as Omega Fitness CEO. “Rainier’s partnership and strategic guidance have undoubtedly accelerated our growth trajectory. We are excited to continue this momentum through the remainder of 2024 and beyond.”   

Anytime Fitness is one of the largest big-box gym chains in the world with over 5,000 locations in 50 countries. The 24/7 gym chain continues to pursue franchise expansion in the U.S. and internationally, recently striking deals to expand in Dubai and across the Middle East, as well as in Indonesia. 

PE Firms Love the Gym Business

Investors continue to pump money into large franchise groups that own multiple gym locations under brands like Anytime, encouraged by the resurgence of in-person fitness following the pandemic and Gen Z’s interest in attending the gym. 

Last month, Los Angeles-based private equity firm Meaningful Partners acquired Fitness Ventures LLC, the second-largest Crunch Fitness franchise group, in an expansion play. Several other Crunch franchisees have received major investments over the past year. 

Flynn Restaurant Group, the largest franchise operator in the world, made waves in 2023 when it acquired a large Planet Fitness franchise group. The deal marked Flynn’s entrance into the fitness space, underscoring the confidence established investment firms have in the financial health of gyms. 

Meanwhile, BlackRock’s Impact Opportunities Fund has signed on to open at least 80 Retro Fitness gyms in Black and Brown communities over the next 5 years as part of an initiative called Project Lift. 

As for Anytime Fitness, it’s unlikely this will be the last time we hear about Omega Fitness expanding its portfolio of gyms. 

With Rainier’s backing, the franchise group is actively pursuing further expansion, saying it’s focused on “establishing geographic density in select markets.” 

“Since day one, we knew we had a big runway ahead of us. We have been laser-focused on deploying our Summit value creation playbook in partnership with Omega Fitness to seamlessly integrate the acquired businesses both operationally and financially into Omega’s strong platform,” said Dave Shephard, Rainier’s director of portfolio operations. “We are thrilled with how the company is performing and will continue to support its leadership team.”  

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