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.

Hyrox, the rapidly growing fitness racing organization, is adding new tracks and participants. The brand just announced the launch of the Hyrox Performance Center, which permits geographic exclusivity for users to work directly in partnership with Hyrox to design and maximize floor space for optimal group training. Simultaneously, it announced the establishment of its 5,000th global training club.

The Performance Center resembles the latest tier in the Hyrox 365 ecosystem, which also includes the Hyrox Training Club, the standard model of affiliation that grants facilities the ability to offer and market Hyrox training, and the Hyrox Performance Coach, which represents the qualified individuals who’ve completed the Hyrox Academy program. 

“As we continue the global build-out of the sport of Hyrox, developing exceptional training and coaching offerings is key to the long-term success of the sport,” said Hyrox CEO Christian Toetzke. “Community and culture building happen at the local level in the gym every day, which makes our Performance and Training. Club partners with the foundation of the sport; I’m excited to see the rapid adoption of the 365 offerings.”

That widespread embrace is already well underway. Hyrox 365, which launched in 2024, experienced a 260% growth rate for global affiliations per annum and established 2,300 new clubs this year. The brand has over half a million active racers, and like them, it has no plan to slow down. 

“We want to expand the sport beyond our 600,000 active racers, by introducing members to the sport of Fitness Racing, and providing a low barrier to entry group class where athletes get a taste of Hyrox’s training and the overall community aspect of group exercise,” said Douglas Gremmen, managing director of Hyrox 365. 

The brand’s growth has already included events in Toronto, New York City, and plans to host the 2024-25 World Championships in Chicago. At its conclusion, Hyrox will have hosted 65 races across 20 different countries during the 2023-24 season. 

It’s also widening its reach via new partners. Hyrox recently inked a deal with wearable brand Amazfit, making it the official wearable partner and timekeeper for Hyrox. It also maintains deals with Centr, the fitness and wellness platform founded by Chris Hemsworth, and Puma, running through 2027.

The overall fitness market mirrors Hyrox’s intention to expand as well. The global gym industry continues to surge with an estimated value of  $106BN in 2024 via its 200 million members, according to Hyrox.

The post Hyrox Notches 5,000 Training Clubs, Adds Performance Centers appeared first on Athletech News.

Orangetheory Fitness is changing with the times. The iconic group fitness brand is rolling out a new campaign, “Every Reason is the Right Reason,” which will serve as the springboard for a broader rebranding strategy that includes a refreshed color palette, new digital designs and in-studio changes. 

“Every Reason is the Right Reason” is highlighted by an upbeat, 60-second ad spot that celebrates the different reasons people have for wanting to work out at Orangetheory – from shedding a few pounds before a wedding to regaining strength after pregnancy. 

“This campaign is about celebrating the diversity of our communities and the personal journeys of every member,” David Chriswick, senior vice president of brand and communications for Orangetheory, said in a statement. “Fitness is deeply personal, and we’re here to meet people where they are – whether they’re looking for a life-changing transformation or just want to fit into those old jeans again.”

“This campaign reflects our inclusive ethos and will energize more people to want to experience Orangetheory,” Chriswick added.

Orangetheory’s New Look & Feel

The campaign kicks off what OTF is calling a “renewed brand strategy” that will include not just TV and digital ads but a refreshed design inside studios, in retail spaces and across digital channels.  

Orangetheory will keep its classic splat logo design, but the brand will update its color palette, typography and iconography, and will incorporate what it says is a warmer, more energized photographic style. 

OTF plans to roll the updates out gradually across the entire brand experience, starting with marketing and digital experiences, including on its website. In time, the brand will make additional design changes as part of a phased approach, including updates to in-studio environments. 

Speaking to Athletech News, Chriswick said the new brand strategy comes in response to shifting consumer preferences for group fitness following the pandemic. 

“Staying fresh and relevant in fitness is critical,” Chriswick told ATN. “In-person group fitness has rebounded well since COVID, but the landscape has evolved: the category isn’t the same, there are new alternatives and consumer expectations have shifted.”

The Evolution of a Fitness Giant

Co-founded by CEO Dave Long in 2010, Orangetheory has become one of the biggest brands in fitness thanks to its heart-rate-based group workouts. While heart-rate training remains part of OTF’s signature Orange 60 class, the brand has sought to strike a more inclusive, total-body-workout chord as of late, adding Strength 50, a strength-training class, and Tread 50, a treadmill-based class. 

The new branding comes on the heels of Orangetheory’s merger with gym giant Anytime Fitness, which saw the creation of Purpose Brands, a holding company that will run OTF, Anytime and several other fitness brands. 

Orangetheory currently counts more than 1,500 franchised studios in 25 countries, but Purpose Brands executives believe the brand has much more room for expansion, especially internationally. 

“What we love about the ‘Every Reason is the Right Reason’ campaign is that it’s not a one-and-done initiative,” Chriswick said. “It’s a long-term platform with breadth and longevity. It works across the funnel – from top-of-mind awareness to lead generation – and accommodates a wide range of strategic needs.”

“These include human storytelling as well as educating audiences about Orangetheory’s key differentiators: its total-body workout, the variety of equipment and the coach guidance, and our proprietary technology, the OTconnect platform, that set us apart,” he added. 

Orangetheory developed the campaign through its new in-house brand design and content agency, Spark Studio, with help from director duo Mister and production company Greenpoint Pictures. The fitness brand worked with DesignStudio NY on the overall brand strategy plan. 

The post Orangetheory Launches New Brand Strategy, Eyes Inclusive Fitness appeared first on Athletech News.

Scaling any business is a complex and complicated endeavor. This is especially true in the fitness and wellness industry, where the human touch is so important but so difficult to replicate across multiple locations. 

Anne Mahlum, who founded Pilates-inspired boutique fitness brand Solidcore in 2013 and grew it into a 100-location behemoth before selling it for close to $100 million in 2023, is an expert in the scaling game. 

“I would never have opened my first Solidcore studio if I didn’t plan to make an empire out of it,” Mahlum said during ATN’s DISRUPT 2024 video series. 

During DISRUPT, Mahlum sat down with her business partner Jay Siano, a commercial real estate expert who’s helped scale brands including Starbucks, Chipotle and Orangetheory Fitness, to offer advice for founders looking to build the next big fitness and wellness brand.  

ATN breaks down the conversation to highlight some key takeaways.

ROI Above All Else

Mahlum’s advice for fitness and wellness entrepreneurs: focus on ROI (return on investment) from the very beginning, especially when it comes to real estate. Solidcore’s initial studios were deliberately small in size (around 1,500 to 2,000 square feet), making them easier to manage and monetize. 

“If your footprint is 2,000 square feet, try to make sure 1,900 of it, you can generate revenue in,” Mahlum said. “That’s a little bit (of) embellishing, but as much money as you can from every square foot will create a cushion for the profit margins that you need.”

While it can be tempting to build out a studio with a large, welcoming lobby and extra touches like fully stocked showers, those amenities can be difficult to monetize. For brands looking to scale quickly, it’s better to keep things simple and focus on fitness. 

“At Solidcore, we were looking and saying, ‘If I can’t fit an extra machine, I’m not paying for an extra 100 square feet,’” Mahlum recalled of lease negotiations. “There’s no way for me to make money with somebody sitting on a bench in the lobby.”

Siano, who runs real estate advisory firm Sabre and has worked with brands like Chipotle on their expansion strategies, agreed, saying one of the things that drew him to Solidcore was the brand’s resemblance to the fast-casual Mexican chain when it came to operational efficiency.

“When I first met Anne and walked into a Solidcore, It was the same effect … as walking into the first Chipotle,” Siano said. “It was very streamlined, the bathrooms only had toilets; there were no showers. You walked in, there was no person at the front desk. It was the antithesis of everything I had experienced in group fitness prior.”

(Anne) was so focused on the ROI of every inch of the place,” Siano added. 

To Scale Culture, Invest in People

When it comes to creating a brand that can thrive in cities across the United States, Mahlum says founders must set a top-down standard for company culture.

“How we show up in the office, how we’re showing up with our people, talking to them, getting them excited about the future, the vision, their role … it’s leading with authenticity,” Mahlum said. 

“Solidcore’s tagline was, ‘Create the strongest version of yourself. … Everybody I hired and spent time with also embodied (that) same ethos,” she added.

Part of creating a good culture means having tough conversations when employees aren’t living up to that standard. 

“As soon as you see people who aren’t doing that, they’ve got to go,” Mahlum said, noting that she’s “fired a lot of people in my life.”

“I don’t have a lot of tolerance for that,” she added. “I had to protect that culture like my life depended on it because, trust me, I knew that would be the demise of that company if we didn’t get that right.”

On the flip side, founders shouldn’t shy away from investing in quality talent. Mahlum recalled the moment she hired Bryan Myers from Sweetgreen. Myers now serves as president and CEO of Solidcore, and has been recognized as one the top executives in the industry. 

“I can still remember when I hired Bryan Myers and the salary that he wanted. I was like, ‘What, I don’t even make close to that,’” she said. “And that was my light bulb moment of like, ‘If I really want to do this, I need someone like Brian. It’s not an expense for me, this is an investment, and I have to know that this guy is going to help elevate the business and generate a ton more revenue for us.'”

Don’t Raise Money … Unless

Mahlum grew Solidcore into one of the biggest brands in boutique fitness thanks in part to raising large amounts of venture capital and private equity money.

Still, she admits the fundraising route isn’t for everyone. In fact, it’s only suitable for those who are committed to growth and are willing to sell their company down the road. 

“If you’re taking on any kind of investment, you better know that your investor wants to see a return and that your plan needs to be to sell your company at some point because that’s what private equity is,” Mahlum said. “There’s a lot of people who have bad experiences with private equity because they’re on different pages.”

Founders who raise outside funding must also resist the temptation to spend lavishly or irresponsibly once they’re flush with cash, Mahlum warns. 

“One thing we didn’t do at Solidcore that I’m really proud of after getting all that money, we didn’t go out and get some fancy-ass office space,” she said. “Our headquarters was my apartment in DC for a very long time.”

“We kept the money (invested) into places where we knew we were going to make a really healthy return,” she added. “And that’s something you can’t ever stop doing, no matter how big the company gets.”

The post Anne Mahlum on Scaling Solidcore: Why Amenities Are Overrated appeared first on Athletech News.

In the latest episode of Athletech News’ Unscripted podcast, Brandon Cullen, chief concept officer and co-founder of MADabolic, joins co-hosts Edward Hertzman and Eric Malzone to discuss the strength training franchise’s distinct and unapologetic take on the art of brand building.

Cullen, Hertzman and Malzone also dissect the fitness and wellness industry, analyzing the future of boutique fitness, high-value, low-price (HVLP) gyms and luxury health clubs. Their takes are bold and thought-provoking, and they might give you some exciting new business ideas. Watch this episode of “Unscripted” for unfiltered takes on the following:

• The importance of carving a niche for your brand
• Why boutique fitness and strength training are here to stay
• The business dangers of chasing fitness and wellness trends

Key Talking Points:

• (0:00 – 4:46) Introductions and defining a brand identity in fitness
• (4:46 – 14:09) The success of Gymshark and market positioning
• (14:09 – 24:44) The future of boutique fitness, gyms and hybrid models
• (24:44 – 33:52) Ideas for fitness and wellness business models 
• (33:52 – 39:58) Building brands for the long haul
• (39:58 – 43:15) Human accountability in a tech-driven world
• (43:15 – 45:36) The evolution of lifestyle businesses
• (45:36 – 53:57) Embracing change in the modern world

The post Unscripted: MADabolic’s Brandon Cullen on Brand Building, Fitness Trends appeared first on Athletech News.

For most people, fitness isn’t fun. This cold, hard truth has long hindered the fitness industry’s collective efforts to get more people involved in working out. 

Gamification, the practice of incorporating gaming elements like leaderboards and points systems into activities including workout classes, has emerged as a core strategy for fitness brands looking to get Americans off the couch and into the gym or studio. 

Fitness brands like Orangetheory and Zwift have sought to gamify fitness in recent years, and for good reason – studies have shown that gamification can be an effective tool for driving workout motivation.

Other brands are getting in on the action, too.

Amid this backdrop, Athletech News spoke with three leading boutique fitness brands – Pvolve, Hotworx and CycleBar – to get a sense of how they’re incorporating gamification elements to drive member engagement.

Pvolve Eschews Competition for Community 

Pvolve, a functional fitness brand that’s expanding across the country at breakneck speed, has made gamification a key part of its growth strategy. 

Jill Brand, Pvolve’s head of brand, tells Athletech News that Pvolve uses gamification to do two main things: drive accountability and foster community. 

“For us, gamification is less about all the gadgets and the bells and whistles of tech,” Brand says. “We think about it much more as, ‘What do people need to work out?’ ‘What’s really going to drive and motivate them?'”

To drive accountability, Pvolve runs participation-based challenges throughout the year, rewarding members for completing workouts either online or in person. 

Jennifer Aniston, a Pvolve member and brand ambassador, designed a recent challenge that culminated in one member winning a free trip to Los Angeles to train with Dani Coleman, Pvolve’s head trainer who also serves as Aniston’s personal trainer. Other challenges see members win prizes like custom-designed Pvolve apparel. 

To foster community, Pvolve has created WhatsApp groups that are exclusive to challenge members. In the groups, members can connect with each other, share motivational stories and receive tips from Pvolve trainers. The group created for Aniston’s challenge featured over 1,000 people, some of whom opted to arrange in-person meet-ups. 

“We’re seeing that people are so engaged that they’re even meeting up in various communities, on their own, completely self-generated,” Brand notes. 

Pvolve chooses to stay away from the more competitive aspects of gamification, like in-studio leaderboards that track physical performance metrics. The functional fitness brand has found that its members respond better to participation challenges. 

“Our member is much more just looking to move her body and hold herself accountable,” Brand says. “So we haven’t gone the competitive route.” 

For Hotworx, Gamification Has Been There Since Day One

Hotworx is best known for its distinct approach to boutique fitness, offering classes like yoga and cycling inside an infrared sauna room that’s heated to 125 degrees Fahrenheit. It’s also known for gamification.

Through the Hotworx app, members can track how many calories they burn in each class, competing against fellow members nationwide in leaderboard-style games. 

Challenges last for 90-day periods, during which members can progress from level one to seven (Warrior level) based on how many calories they burn. Members can earn rewards, including up to $100 in perks that are redeemable for Hotworx merchandise or supplements. 

Hotworx opened its first studio in 2017, growing rapidly through franchising. 

“We’ve always had a leaderboard from the time we had one location; now we’re at 700-plus,” Hotworx founder and CEO Stephen P. Smith tells ATN. “It’s still a big part of members’ experience when they’re able to compete against members of the studio where they joined, or members of studios nationwide.”

Hotworx tracks calories burned over metrics like heart rate because Smith says calories are the best barometer of how hard people are pushing themselves during class. 

“The easiest indicator of a great workout is how many calories you burned, (which shows) how intense you performed during that time,” he says, noting that Hotworx also tracks “afterburn,” or the number of calories members burn in a one-hour period immediately following their workout session. 

Hotworx views gamification as a motivational tool, encouraging members to come to class in the first place and then work out as hard as they can once they’re inside the sauna room. 

“If you’re working out by yourself, it takes a really off–the-chart, self-motivated person to have the same level of intensity … as opposed to external motivation,” Smith says. “So gamification in that way, having the competitive energy, is always going to give you a better workout.”

Hotworx’s approach to gamification is paying off: Smith reports that the brand has a 98% usage rate on its app, driven in part by members competing in calorie-burning challenges. 

CycleBar Strikes a Balance 

CycleBar, an indoor cycling brand under the Xponential Fitness umbrella, aims to strike a balance between healthy competition and fun with its approach to gamification. 

The indoor cycling brand offers ClassPoints, which sees members earn points from attending classes. This encourages attendance while avoiding competition that could turn off some members, especially newbies. Members can earn bronze, silver and gold badges based on the number of ClassPoints they accumulate. 

For its more competitive riders, CycleBar offers CycleStats, a program that tracks and measures six key performance metrics. Nate Chang, CycleBar’s chief marketing officer, tells ATN that some CycleBar members compete in outdoor bike races, so they appreciate a more in-depth look into their performance. 

“We’ve found that gamification makes the workout more interactive and, of course, enjoyable, encouraging ongoing participation and class attendance,” Chang says. “Obviously, there’s a motivation component to that as well”.

CycleBar also participated in Walk to Win Porsche, an Xponential-wide contest during which members could earn points for taking Xponential classes or walking 5,000 steps per day. The winner of the competition, Guang Zhu, was a CycleBar member who completed 140 classes during the challenge period. Besides winning a custom Porsche Taycan, Zhu enjoyed the process so much that he’s now studying to become a certified CycleBar instructor. 

“That’s definitely a great example of how CycleBar, as well as Xponential Fitness, uses gamification to motivate participants to adopt a long-term healthy lifestyle,” Chang said. 

Similar to its boutique-fitness peers, CycleBar views gamification as a tool to drive member engagement and retention in the long run. While it does offer a competitive element through CycleStats, the indoor cycling brand doesn’t go too far down the competition path. 

“Anything that we’re putting out there from a gamification standpoint, we want to ensure that it’s enhancing the fun aspect of fitness as well as the motivation without creating a cutthroat environment where it’s like, ‘If you’re not in the top 10, you’re a loser,'” Chang explains. “We want to focus on the benefits of achieving goals and bringing that community support rather than intense competition.”

The post How Top Boutique Fitness Brands Are Embracing Gamification appeared first on Athletech News.

MADabolic held its third annual franchise conference in October, drawing together 90 attendees, including franchise owners and general managers. The strength training fitness franchise has 36 locations across the U.S. and is on track to reach the 50-location mark by mid-next year.

The theme of the conference — ‘Traction’ — drew inspiration from the Entrepreneurial Operating System (EOS), where keynote speaker and professional EOS implementer Mike Jones underscored the power of synergy among MADabolic team members.

“Bringing general managers into the conversation allowed us to create alignment across every level of the organization,” MADabolic co-founder Brandon Cullen said. “Our goal was to set a strong foundation and provide tools that empower each location to move forward with clarity and confidence as we head into 2025.”  

Owners and general managers enjoyed a vendor hall to discover resources and partnerships to advance day-to-day operations, an engaging pickleball competition, an evening at Merchant & Trade’s rooftop bar, group workouts and networking opportunities. 

“Our goal was simple: to reestablish the fundamentals that make MADabolic great,” marketing VP Kristi Wass said. “The energy generated at this year’s event is already driving action among our franchise partners, from team dynamics to setting clearer expectations.” 

The strength-driven franchisor’s fourth annual conference in 2025 will welcome an even larger network of franchise partners and local management teams, according to MADabolic.

MADabolic has flipped the script in the modern fitness industry, unapologetically embracing high-achievers who are serious about their fitness goals. Cullen and co-founder Kirk Dewaele both began their journey as athletes before launching the brand in 2012, providing them the keen insight that dedication and hard work culminate in results.

“MADabolic isn’t about conforming to traditional molds,” Cullen told Athletech News in an exclusive interview. “We’ve deliberately moved away from the overused group-fitness playbook, prioritizing structure and consistency over variety. Our focus is on sustainable strength training and personalized attention to detail. This approach tends to attract members who are serious about their fitness journey and expect more than just a generic workout. Our culture is designed to create an environment where every member trains with purpose.” 

The post MADabolic Rallies Partners and GMs Ahead of Expansion appeared first on Athletech News.

Commando, a fast-growing boutique fitness brand based in Mexico, has received investment from an American private equity firm, setting the stage for further expansion across Mexico and internationally. 

ACON Investments announced on Monday that it had closed an investment into Fitness Ventures, S.A.P.I. de C.V., better known as Commando. Financial terms of the deal weren’t disclosed.

Founded in 2017, Commando currently operates 11 locations in Mexico, with nine in Mexico City and two in Guadalajara. The boutique fitness brand offers three types of high-intensity group fitness classes: “Bootcamp” functional training, “Bici” indoor cycling and “Taller” strength and conditioning.

Commando currently runs more than 5,800 classes a month and has a “total attendance” of more than 106,000 clients across all locations, the brand says. Its studios also feature a post-workout cafe offering protein shakes, smoothies, coffee and healthy snacks. 

“We are thrilled to welcome ACON as a partner in our ambitious growth journey,” said Commando chairman and CEO Joaquin Hirschfeld. “Through this partnership, we aim to elevate Commando’s best-in-class customer experience even further while supporting its growth trajectory across Mexico and international markets.”

ACON says it will work with Commando’s shareholders and management team to pursue domestic and international expansion. The D.C.-based private equity firm has managed more than $7 billion in assets and holds stakes in brands including New Era, Igloo and Spencer’s.  

“Commando has demonstrated impressive growth in Mexico, driven by rising health and wellness awareness primarily among younger populations,” said Mauricio Cortes, a partner in ACON’s Mexico City office. “We look forward to working with Joaquin and his talented team to bring their unparalleled customer experience and strong community to new markets, both in Mexico and internationally, while continuing to improve the lives of their customers.”

The deal comes as Mexico’s boutique fitness market appears to be heating up.

Club Pilates recently announced plans to open at least 65 studios in Mexico over the next decade, while Pure Barre intends to open its first Mexico location in Q1 of 2025. Club Pilates and Pure Barre joining other Xponential Fitness-owned boutique brands including StretchLab and Rumble Boxing, both of which already have a presence in Mexico. 

Bob Kaufman, Xponential’s president of international, has called Mexico “a major emerging market for boutique fitness.” 

Orangetheory Fitness and F45 Training are among other prominent boutique fitness brands with Mexico locations.

The post US Firm Invests in Mexican Fitness Brand Commando, Eyes Growth appeared first on Athletech News.

Boutique fitness is all about community. It’s especially powerful when those community-building efforts go beyond working out and can touch people on a personal level.  

The Bar Method, one of the world’s largest barre fitness franchises with nearly 100 locations, launched a brand-wide campaign to raise awareness and money for victims of domestic violence. So far, the barre brand is making a serious impact. 

“We wanted to create a social, charitable impact strategy, and we chose domestic violence awareness for a few different reasons,” Stephanie Schon, president of The Bar Method, says of the initiative. “Most importantly, it aligns so well with our brand purpose to guide and embolden those who are always in pursuit of their personal best.”

Domestic violence isn’t a topic to be taken lightly. But The Bar Method felt like it had a part to play in supporting victims, especially since the majority of its members and franchise owners are female. 

“It’s a heavy topic, but we felt strongly that if victims of domestic violence were brave enough to come forth asking for help, the brand – our staff, our owners – could be brave enough to be a beacon of support,” Schon tells Athletech News. 

Inside The Bar Method’s Initiatives

To raise awareness and funding for domestic violence, The Bar Method has hosted donation events including pop-up classes, posted content on social media, and created a line of retail items featuring a purple ribbon, the symbol for domestic violence awareness. The barre brand has also created a donation website and has raised funding at its corporate headquarters in Woodbury, Minnesota. 

To encourage participation at the local studio level, The Bar method offers a toolkit for its franchise owners that includes social media assets, in-studio signage and resources around events including Wear Purple Day, a national day of action for domestic violence awareness held on October 17th. 

Some Bar Method franchise owners have decided to get involved on an even deeper level. 

“We have examples of studios participating in 5K walks for domestic violence awareness or requesting specific donation items, such as purses to go toward shelters or supporting other local services, including moving organizations that help support victims in the throes of domestic violence,” Schon reports. 

Around 75% of The Bar Method’s franchisees agreed to support the brand’s domestic violence awareness initiatives, and actual participation rates have been close to that level.

The goal is to get that participation rate closer to 100%, although Schon notes that everyone moves at their own pace when it comes to a sensitive topic like domestic violence. 

“We’re not there yet, and that’s okay,” she says. “It is a heavy topic, and it’s sometimes hard to thread with our day-to-day. Additionally, many of our owners and staff have personal experiences with domestic violence, so we have to be thoughtful and have an empathetic approach to avoid any emotional triggers.”

The Bar Method is most active with its social-charitable initiative in October, which is Domestic Violence Awareness Month, but the work goes on all year long. The brand has also been particularly active in April, which is Sexual Assault Awareness Month, and in June during Pride Month, since domestic violence disproportionately affects members of the LGBTQ+ community. 

A Powerful Brand-Building Tool

Social-charitable campaigns are obviously important for reasons that extend beyond profit and loss. But in 2024, they can also serve as valuable marketing tools for boutique fitness brands.  

“More and more consumers judge a brand’s value and impact beyond the marketplace, and it directly influences their purchase decisions,” Schon notes  “There is that social responsibility that I think a brand has, and consumers are looking for it.” 

As evidence of this, The Bar Method sees consistently high engagement on social media when it posts about domestic violence awareness, especially in October. 

“We get the largest engagement of anything we post all month (in October), all quarter long, in fact, with anything that’s related to domestic violence,” Schon says. 

Real-Life Impact

October may be coming to an end, but The Bar Method’s efforts will continue on.

Looking ahead, Schon says the brand will work to get more of its franchisees involved in domestic violence awareness initiatives. The brand will also work to deepen its partnerships with national organizations that support victims of domestic violence. 

While The Bar Method can’t share numbers regarding the funding it’s raised for domestic violence awareness, Schon feels the impact her brand is having. 

“I get more and more people reaching out to me to say thank you and sharing their own stories, or their daughter’s stories, or their sister’s stories, or their girlfriend’s stories of domestic abuse,” Schon says. “These brave victims want to know they matter.”

The post The Bar Method Raises Awareness, Funding for Domestic Violence Victims  appeared first on Athletech News.

Orangetheory Fitness opened five new studios under franchisees with ambitious growth plans, according to the heart-rate-based interval fitness franchise, which just wrapped its annual Hell Week.

The new studios are in Jackson, Tennessee; South Oklahoma City, Oklahoma; Spanish Springs, Nevada; Beauport, Quebec and Wading River, New York.

Orangetheory’s new Tennessee studio is the first to showcase a refreshed 8-station layout and open-concept design and is headed by two first-time franchisees. The South Oklahoma City studio is the second location for franchisee Jay Bhakta. Orangetheory’s Spanish Springs location has opened under Dustin and Marisa Somers, two members-turned-franchisees.

Orangetheory’s Beauport, Quebec, location is the boutique fitness brand’s 15th studio in the city and is led by first-time franchisees Marie-Pier Rousseau and Yvan Beaudry. The two have seen an impressive response, with the studio achieving the best presales performance of any Canadian studio in 2024. Lastly, Orangetheory’s Wading River location in New York was established by experienced franchisees and brothers Nick and Manny Galanis. The new Long Island location is their 17th studio.

“These new studio openings in both the United States and Canada exemplify our continued dedication to making Orangetheory’s transformative workouts accessible to more communities,” Orangetheory’s co-founder and CEO, Dave Long, said. “We feel an immense sense of pride as we expand our global footprint, empowering more people to live healthier and longer lives with the help of our science-backed, coach-inspired classes.”

Earlier this year, Orangetheory and Self Esteem Brands, the parent company of Anytime Fitness, struck a “merger-of-equals” deal. For its part, Orangetheory is one of the premium fitness brands that are flourishing in a competitive space, according to data from Placer.ai.

The post Orangetheory Opens 5 New Studios in October appeared first on Athletech News.

Altea has a bold plan to take over Canada’s luxury fitness market: it involves boutique studios, economies of scale and a massive new club in Ottawa. 

Scheduled to open later this year, Altea Ottawa will feature 129,000 square feet of top-shelf equipment and amenities, including boutique fitness studios, pickleball courts, an aquatic center, recovery lounge, women’s only fitness suite, child care services and a sports performance training center.

“This is going to change the way people look at premium fitness and wellness,” Altea CEO Jeff York tells Athletech News. “It’s going to be the best facility in Canada, by a lot.”

Founded by fitness industry vets David Wu and Michael Nolan, Altea currently operates three locations, in Winnipeg, Toronto and Vancouver, which range in size from 43,0000 to 89,000 square feet. 

The upcoming Ottawa facility will be Altea’s largest club by far. It may also serve as a model for the brand’s future expansion plans. 

Boutique Fitness Like You’ve Never Seen It Before

While Altea Ottawa will offer all the familiar trappings of a large luxury gym, its calling card will be boutique-style group fitness. The Ottawa facility will house nine state-of-the-art boutique fitness studios, including everything from reformer Pilates to hot yoga to LF3, Altea’s take on small-group functional strength training. 

The idea, according to York, is to create “multiple boutique experiences in a big-box” gym setting, which should save consumers money over the long run. 

York, who previously grew Canadian grocery brand Farm Boy into a household name by offering lower prices than upscale supermarket chains like Whole Foods, sees a similar opportunity to fix what he views as an inefficiency in North America’s boutique fitness market: it’s too expensive.

The average boutique fitness class costs between $35 and $50 USD ($49 to $69 in Canadian dollars), according to data from StudioGrowth. Memberships at Altea Ottawa will start at $150 CAD per month. That means members only need to take one class a week at Altea before they’re saving money compared to attending multiple classes per month at different studios. 

“The boutique experience should exist, but it should exist within a big box, so you can have multiple boutiques within the big box and give your customer actual value,” says York, who took over as Altea’s CEO earlier this year after originally investing in the brand. 

What’s more, Altea members can also enjoy all the benefits of a traditional luxury gym once they’re done with their yoga, cycling, Pilates or HIIT class. 

“People will get value by using a studio four times a month, and then you get everything on top of it,” York notes. “Do a yoga class, do a Pilates class, do some fitness, then go into the steam room or sauna. It’s going to be classes-plus: you get all of your classes, and you get everything else.”

But can a big-box gym compete with highly specialized boutique fitness studios when it comes to quality? York believes so. 

“Our cycle studio is going to be the best cycle studio that anyone’s ever seen in Canada,” he says, expressing a similar sentiment about Altea’s hot yoga studio and its other offerings. 

“We’re putting money into the facility so that we can wow the customer,” he adds. 

Expanding Across Canada

If York’s boutique-fitness-at-scale hypothesis proves out, Altea could change the face of Canada’s luxury fitness landscape. 

“In Canada, we could easily do 50 locations,” York says, adding that Altea won’t rule out U.S. expansion down the road. 

For now, though, Altea is focused on Canada, a market York believes has been underserved by luxury fitness brands. 

Life Time has three locations in Toronto but nowhere else in the Great White North, while Equinox has a pair of clubs in Toronto and one in Vancouver. Neither brand has entered Ottawa, Canada’s unsung capital city which York sees as the gateway to the wider Canadian market. 

“Ottawa is the best test market in Canada for any product,” he says. “If it works in Ottawa, it works everywhere because you’ve got a stable, middle-income customer that wants a premium experience but doesn’t want to pay a premium price.”

Provided the Ottawa test works out, Altea sees a massive opportunity to expand its luxury big-box gym concept in cities across Canada by taking advantage of empty swaths of real estate abandoned by shuttered retail and home-improvement stores. 

In a nod to this blueprint, Altea has a fifth location, Avant by Altea, a luxury spin-off concept, set to open early next year in an old Nordstrom Rack store in Toronto’s Yorkville neighborhood. 

“Let’s win Canada first, and show everybody how to do it,” York says of his expansion philosophy. “Then, fitness will travel. The brand will travel. “

The post Inside Altea’s Plan To Take Over Canada’s Luxury Fitness Market 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.

Vasa Fitness, a fast-growing high-value, low-price (HVLP) gym brand, will add a boutique-style strength training class to its premium membership offering, bringing a new group fitness option to big-box gyms.

The new class, Studio LFT, will be available as part of Vasa’s premium membership tier, which costs $44.99 per month. 

Studio LFT (pronounced “lift”) is designed to help Vasa Fitness members increase their strength and muscle mass to drive long-term metabolic and body composition improvements. Classes will be coach-led and include a variety of resistance-training equipment set up in stations. Workouts will allow for the development of strength across the entire force-velocity curve, with the implementation of advanced techniques to keep members engaged and lifting safely.

More details on LFT are forthcoming, but renderings of a planned group fitness studio show power racks, benches and plyometric boxes, giving a hint of the types of exercises that may be in store.

Studio LFT joins Vasa’s existing boutique-style class offerings in Studio Red HIIT and Studio Flow (infrared yoga).

“Adding strength training to HIIT and active recovery through infrared yoga will help members adopt a more holistic approach to achieving their fitness goals, and VASA members don’t have to join other boutique studios to get these benefits,” a company spokesperson says.

Studio LFT will debut as a pilot program at four of Vasa’s Colorado clubs in January 2025. After the pilot, Vasa intends to add the strength training class to its network of clubs across eight states. 

Strength Training Surge

Studio LFT comes as many gym-goers prioritize strength training, especially women and Gen Z members. In response, HVLP gyms across the country are adapting, increasingly ditching cardio equipment in favor of free weights and functional-training spaces.  

“For HVLPs to be successful, it’s critical to find ways to listen to members and deliver on-trend fitness programs,” said Vasa CEO Rich Nelsen. “Our research shows that the number one motivation for new members joining VASA is strength training.”

Vasa Bursts Onto the HVLP Scene

Founded in 2014, Vasa Fitness has quickly emerged as one of the United States’ top low-price gym brands, now with 61 locations in states including Arizona, Colorado, Illinois, Indiana, Nebraska, Oklahoma, Utah and Wisconsin. Vasa has said it plans to add six to eight clubs in 2025, and is actively exploring opportunities to expand in new states in the Midwest.

The gym brand offers three membership tiers –  a $14.99/month Basic membership; a $24.99/month Fitness membership; and a $44.99/month Studio membership, its premier tier which includes access to classes like LFT.

Among its points of differentiation from other low-price gyms, Vasa prides itself on offering top-tier group fitness classes, which the brand says are on par with pricier options from boutique studios. 

“Our Studio membership has grown 68 percent year-over-year and our programming competes with small, expensive boutiques,” Nelsen says. “Studio LFT will serve our members by giving them even more opportunity to reach their fitness goals through a comprehensive suite of Studio classes and other amenities, all without having to spend hundreds of dollars each month across multiple gyms and memberships.”

Unlike many of its competitors in the HVLP gym space, Vasa doesn’t sell franchises, preferring to control expansion at the corporate level. 

“We are focused on building a brand where we can tightly control the way our strategy and products are executed as we continue to scale our business and maintain our performance-driven, values-based culture,” Vasa chief brand and marketing officer Mindi Bridges has told Athletech News. 

The post Vasa Fitness Adds Boutique Strength Class to HVLP Gym Offerings appeared first on Athletech News.

In this week’s round-up, we’re highlighting the stories people are talking about and the news you might have missed. From quick updates to noteworthy developments, here’s a snapshot of what’s been happening this week in the fitness and wellness industry.

EcoVadis, a leading sustainability rating agency, awarded Technogym a gold medal, placing it in the top 5% of global companies. The rating, based on environment, labor rights, ethics, and sustainable procurement, recognizes Technogym’s improved performance across all parameters. Chairman Nerio Alessandri emphasized the company’s commitment to wellness and sustainable development.

GYMGUYZ launched its ambitious 2025 vision at its eighth annual Recharge Convention in Cancun, emphasizing franchisee support and innovative initiatives. Key highlights included the introduction of the GG DRIVE Platform and a new operational app for fitness assessments. The company plans to expand to 400 new cities, continuing its rapid growth.

Beyond Yoga® launched Club Beyond, a weeklong pop-up in New York City from October 11-16, 2024. The event features fitness classes, workshops, and retail experiences, embodying the brand’s pillars of mind, body, and connection. It aims to engage with existing fans and expand the customer base in one of their largest markets.

Data scientist Mark Trudeau and podiatrist Dr. Sadegh Arab co-authored There’s a Food for That, a guide linking specific foods to 100 top diseases. Based on analysis of 60,000 medical studies, the book offers targeted dietary recommendations for preventing and managing common health issues. It provides data-driven, specific food advice rather than general nutrition tips.

Rêve Health and Vos Fitness have formed a strategic partnership to offer personalized wellness solutions. By combining Rêve Health’s integrative medicine approach with Vos Fitness’s expertise, they aim to provide tailored health plans based on individual physiology. This collaboration promises a more comprehensive, data-driven path to wellness, empowering clients to live with vitality and purpose.

The post The Week in Review: ATN Rewind appeared first on Athletech News.

Nike is pushing deeper into fitness, and it’s hoping corporate wellness can help get the word out.

The Swoosh has partnered with Wellhub to give millions of employees special access to Nike Studios, Nike’s chain of in-person group fitness studios, as part of their employer-sponsored benefits plan. 

With the partnership, Wellhub subscribers can now book classes at Nike Training Studios locations in West Hollywood and Newport Beach, California, through the corporate wellness platform. 

Nike Training Studios offer 50-minute, instructor-led group fitness classes featuring HIIT and strength training workouts. Classes include free weights, kettlebells, medicine balls, sleds and more. 

Nike also has studios in Santa Monica and Austin, Texas, although those locations won’t be available on Wellhub to start. 

“Nike Studios’ legacy of athletic innovation is undeniable, and we’re thrilled to offer their fitness experiences in our best-in-class employee wellbeing plans,” said Pietro Carmignani, executive vice president of partnerships at Wellhub. “Wellbeing is no longer a perk; it’s a necessity for companies who want to build a healthier, happier, and ultimately more productive workforce. This partnership represents another step towards a future where wellbeing is seamlessly integrated into the workplace, and we’re excited to be leading the charge.”

Formerly known as Gympass, Wellhub offers employees discounts and special access to gym memberships, fitness classes and wellness content through their employer-sponsored benefits plan. The corporate wellness platform hit a $2.4 billion valuation in 2023 as Gen Z and Millennial employees increasingly seek workplace wellness perks. 

Wellhub currently counts over 3 million employee subscribers, with over 15,000 companies in 11 countries using the platform. 

Many of the biggest brands in fitness are available on Wellhub, including Life Time, Barry’s, Orangetheory Fitness, SoulCycle, Les Mills, Club Pilates, and Apple Fitness+. On the wellness side, Wellhub has partnerships with brands including Headspace, Lifesum and MyFitnessPal. The corporate wellness platform recently added SleepScpore, whose app leverages science, data and digital tools to help people improve their sleep. 

Nike, meanwhile, continues to invest in fitness and wellness. In 2023, the sportswear giant partnered with FitLab to launch Nike Studios, opening three brick-and-mortar group fitness gyms in Southern California and one in Austin, Texas. More locations are slated to open soon in each area. 

Nike also recently launched a line of strength-training equipment featuring Nike-branded barbells, bumper plates, dumbbells, kettlebells, power racks and squat cages. 

As Nike looks to grow awareness around its fitness offerings, it’s hoping corporate wellness can help drive more customers into Nike Studios. There’s some reason to believe it can: Wellhub topped 500 million employee check-ins on its platform earlier this year, meaning workers seem eager to take advantage of fitness and wellness benefits as a way to recharge from the stresses of office life. 

The post Nike Studios Partners With Wellhub in Latest Fitness Play appeared first on Athletech News.

Fitness On Demand, known for its omnifitness solutions, has announced a partnership with gBeat, a platform designed for smartwatches, aimed at enhancing the gym experience through wearable technology. The collaboration will allow Fitness On Demand’s Flex App and Group Studio to integrate with gBeat’s geolocation and heart rate features, offering gym members a more seamless and personalized workout experience.

The integration enables users to leverage their Apple Watch and Android/Wear OS devices to track workout data, including heart rate, calorie burn and workout duration. Using geofencing technology, the smartwatch app will automatically launch when members arrive at their gym or fitness studio, simplifying the start of their workout. Once the session is complete, the app will end the workout upon detecting that the user has left the premises, providing a frictionless experience.

This partnership further enhances the data-sharing capabilities of Fitness On Demand’s platform. Workout metrics are stored through Google’s Health Connect and Apple’s HealthKit, allowing users to review session summaries that include heart rate, duration, and calories burned.

Fitness On Demand CEO Andy Peat described the partnership as a significant development, citing the growing role of wearables in the fitness industry. “Recent research shows nearly 400 million gym-goers are using wearable fitness trackers, a figure projected to reach 525 million by 2029,” Peat noted, emphasizing the importance of integrating this technology into gym ecosystems.

Chris Hart, CEO of gBeat, echoed the sentiment, calling Fitness On Demand an ideal partner due to their focus on innovative digital fitness solutions.

Fitness On Demand also recently announced a partnership with Motosumo, a company that uses smartphone technology to turn any stationary bike into a platform for live, interactive cycling classes, as well as with BodyBase, which specializes in reformer fitness machines for homes, hotels and studios.

The post Fitness On Demand Partners with gBeat to Integrate Smartwatch Technology for Enhanced Gym Experience appeared first on Athletech News.

The post-pandemic era has been marked by a resurgence of in-person fitness, with boutique brands and big-box gyms alike seeing membership numbers surge as people seek social connection as much as a great workout experience. 

Training Mate, a group fitness brand based in Los Angeles, believes it’s got a competitive advantage in the new social fitness era.

The brainchild of Australian former pro rugby player turned celebrity personal trainer Luke Milton, Training Mate has been a staple of LA’s boutique fitness scene for over a decade now, opening its first studio in West Hollywood back in 2013. 

Now, the brand is eyeing nationwide expansion through franchising, looking to award as many as 50 new territories in 2025 thanks to increased demand for its unique, Aussie-inspired approach to group fitness.

“We want to build community and healthy lifestyles by making people fall in love with a fitness experience, not just a workout,” Milton, who has appeared as a celebrity trainer on the reality TV series “Revenge Body with Khloé Kardashian,” tells Athletech News.

Changing America’s Fitness Culture

Milton, who moved with his wife from Sydney to the United States over a decade ago, created Training Mate to bring Australia’s team-oriented fitness approach to America. 

Like other fitness entrepreneurs born in The Land Down Under, Milton noticed a difference in the way Australians and Americans view working out: Aussies tend to be much more team-driven, seeing fitness as an extension of the youth sports experience into adulthood. Americans, by contrast, are all about results.

“I started Training Mate on the premise that community was really needed, and that team-sports culture was something I wanted to deliver to the mass market,” he explains.

Milton started his fitness concept as an outdoor bootcamp in Sydney before bringing it over to the U.S., opening his first brick-and-mortar studio in West Hollywood. With some help from his wife, he chose the name “Training Mate,” a catchy summarization of the brand’s goal – to help people make friends while working out. 

“To this day, we work on being a mate to people,” Milton says. “When you walk into a Training Mate studio, you can guarantee a couple of things: number one, you’re going to get a really warm welcome from our front-of-house legends. You’re also going to be walked through a very supportive, non-intimidating, very motivating demonstration by our instructors.”

Creating Social Ties

Training Mate classes are designed to help members form tight-knit bonds with their fellow classmates while also improving their fitness.

During each 45-minute high-intensity interval training (HIIT) workout, small groups go through three stations of three exercises each. At each station, members perform one of three exercises, working for 45 seconds and resting for 15 before moving on to the next exercise and eventually, the next station. This takes 36 minutes. After completing all three stations, members finish off their session with 9 minutes of core work. 

Exercises include traditional strength training movements like bench presses and kettlebell swings to plyometric box jumps to cardio work on rowers, SkiErgs and bikes. 

But what really separates Training Mate from other American fitness concepts, Milton says, is the brand’s focus on community, or “social health” as he calls it. 

In addition to staging group workouts in a team-friendly atmosphere, Training Mate locations organize out-of-class events including no-shower happy hours, hikes and beach days so members can get to know each other on a more personal level.

“We just did a mate meetup in Los Angeles where we had about 300 people come to E.P. & L.P., a rooftop bar in Hollywood,” Milton shares.

Training Mate also sprinkles in fun references to Australian culture, with exercises including Kangaroo Jumps and Wallaby Shuffles. While an Aussie ethos pervades the brand, it’s topped off with some healthy American rigor.

“My wife and I joke all the time that we’re American behind the scenes, Australian in front of the scenes,” Milton says. “So we don’t take ourselves that seriously, we’re self-deprecating and we make jokes. But the workout stands on its own merit, and we’d put it up against anyone or anything, because we know that physiologically, we get results.”

An Ambitious Expansion Plan

Training Mate’s approach to social fitness has become especially appealing post-pandemic as people look to group fitness as a way to stay connected in an increasingly isolated digital world. 

“(Many people) don’t go to the office anymore, so a group fitness class becomes your office,” Milton says, adding that many traditional forms of social gathering have also fallen to the wayside in modern society. “I don’t know where else you (can) go to meet a mate, meet your significant other, or just hang out and have fun.”

Many fitness entrepreneurs seem to share Milton’s viewpoint. Training Mate didn’t begin franchising until just recently, but it’s already seeing plenty of interest. 

The brand has eight studios open now (six in Southern California and two in Dallas, Texas). Five of those locations are franchised, and Training Mate has three more leases signed and at least 5 more in the funnel. Milton reports that Training Mate is set to open a studio in Nevada and there is “serious interest” among investors about bringing the brand to Florida and New York. 

Milton has identified Arizona, Nashville, Tennessee, and Charlotte, North Carolina, as three locations the brand will also actively target.

As Training Mate eyes 50 territories in 2025, Milton’s pitch to prospective franchisees is simple: nowhere else in America can they find a brand that’s as committed to social fitness as Training Mate, nor one with such a long track record of being a leader in the space. 

“We’re literally the party you want to host,” he says. “We’ve got a really, really cool brand that has worked over 11 years. Our point of difference is our community, our engagement and our social health. You come to a Training Mate and you just get it.”

The post Training Mate, an LA Fitness Staple, Eyes Nationwide Growth appeared first on Athletech News.

F45 Training Holdings Inc. announces the launch of Welcome Week, a week-long initiative aimed at introducing new participants to its community-based group fitness programs. Beginning today, individuals who have not yet experienced F45 Training can attend classes for free at participating studios worldwide.

The initiative aims to make functional fitness more accessible, encouraging people of all fitness levels to join. During this week, participants can explore seven distinct workouts that combine high-intensity interval training (HIIT) and functional movements within a supportive environment.

Tom Dowd, CEO of F45 Training and a 2024 ATN Power Player, emphasized the importance of community in this initiative, stating, “Welcome Week is our way of opening our doors to you. This is your invitation to step into your local studio, meet our coaches and community, and discover the transformative power of our workouts.”

Throughout the week, new members will have the opportunity to engage with F45’s unique workout offerings, designed to be both challenging and adaptable to individual fitness levels. The initiative seeks to create a welcoming atmosphere, particularly for those new to fitness.

The brand recently launched FS8 and VAURA, which feature innovative approaches and hybridizations of Pilates, tone, and yoga. It’s added new longevity-boosting elements to its current programming as well. 

The launch of Welcome Week offers insight and inspiration for other fitness brands by highlighting client acquisition strategies and community engagement. By promoting free classes, gyms can attract new clients and provide a supportive environment that enhances retention and satisfaction. 

The workouts chosen as spotlights during an “open campus week” can also inspire trainers and instructors to step up their skills and offerings. This initiative serves as a valuable case study for fitness professionals looking to improve their programming and strengthen community ties within their own communities.

The post F45 Training Kicks Off Welcome Week with Free Classes appeared first on Athletech News.

Motosumo’s technology uses smartphone sensors to capture metrics such as RPM, distance, and calories burned, turning any stationary bike into a more interactive experience. This integration with Fitness On Demand’s platform will provide real-time stats and allow users to engage with instructors and other participants, without requiring specialized equipment.

Fitness On Demand CEO Andy Peat highlighted the practical benefits of the partnership, stating, “By combining our digital content library with Motosumo’s tracking capabilities, we offer a live, instructor-led experience that can be accessed anytime, anywhere.”

The integration will allow gym operators to expand class offerings without additional investment in instructors or new equipment.

Motosumo CEO Kresten Juel Jensen emphasized the accessibility of the new system, noting that it can work with any standard stationary bike, making it an option for a broader audience. He described the partnership as an opportunity to enhance the fitness experience for users in diverse settings.

The partnership is expected to launch later this year, with Motosumo’s live and on-demand classes becoming available through Fitness On Demand’s Flex App and Group Studio. In addition to individual cycling sessions, users will have access to team races and global competitions. The integration also includes community-focused features, such as Motosumo’s “Cycle for Change” initiative, where participants’ efforts contribute to causes like ocean clean-ups and mental health projects.

The partnership offers a practical way for personal trainers and group fitness instructors to incorporate live and interactive cycling into their services. Trainers can monitor client metrics like RPM and calories burned through the app, allowing for more informed feedback during sessions. This potentially enables fitness professionals to expand their class options and provide interactive cycling experiences both in-person and remotely.

The collaboration is expected to offer a cost-effective solution for fitness operators while improving member engagement through live, interactive classes.

The post Fitness On Demand Partners with Motosumo to Expand Cycling Options appeared first on Athletech News.

When Chris Travis left his job as a product manager at Amazon back in 2019 to open up a gym, strength training had yet to truly take off, and opening a boutique fitness studio of any kind was a risky endeavor, marred by a high rate of failure. That’s to say nothing of the global pandemic that would soon wreak havoc on in-person workouts. 

Fast forward to 2024, and Travis’ gym brand, Seattle Strength & Performance (SSP), counts over 600 members across three locations, boasting 50 to 60% year-on-year growth. 

Travis’ story is inspiring but not common – according to data from the Health & Fitness Association that was published before the pandemic, around 81% of fitness studios failed within one year. There’s little reason to believe that number has measurably improved following COVID, despite the best intentions of fitness entrepreneurs across the country. 

Seattle Strength & Performance’s success can be attributed in large part to Travis’ time at Amazon, where he honed two important but often opposing skill sets: an entrepreneurial boldness and willingness to take chances, tempered by an adherence to sound business fundamentals that make it relatively easy to build a brand and scale it. 

Follow Your Passion, but Don’t Go in Blind

Travis fell in love with strength training during his time at Amazon, first engaging with the modality as a way to take care of his health. Eventually, he became hooked. He toyed with the idea of turning his fitness hobby into a career for a while before taking an initial leap in 2018. 

“I didn’t want to be 80 years old and look back and be like, ‘I wish I would have tried this out,’” Travis tells Athletech News. “I’d rather have tried it for a couple of years, and if it failed, I could always go back to doing what I was doing.”

To start out, Travis honed his skills as a personal trainer while continuing his day job, building up a book of around 20 clients who he trained out of a local gym in the mornings before work and at night after he clocked out. 

During this time, Travis learned some important fundamentals about the business of fitness, including how to acquire clients and sell them into training packages. He also learned how to create an engaging workout environment that would eventually serve as the basis for Seattle Strength & Performance.  

In 2019, Travis left his job at Amazon to dive fully into fitness, coming up with a business plan for his first gym. 

SSP opened its first studio, in Seattle’s Queen Anne neighborhood, in August 2020. The Queen Anne location started with around 20 members, made up of Travis’s personal training clients who followed him to his new gym concept. 

Travis and his team battled through the pandemic, even staging outdoor workouts in late 2020 when Seattle banned indoor gatherings. By the end of 2021, SSP counted around 155 members, a significant amount for an 1,800-square-foot studio. 

Still, it wasn’t until 2022 that Travis fully committed to a career in fitness. Around this time, he was still considering returning to the corporate world and running SSP as a side project. Instead, he went all in, deciding to open a second SSP location in Seattle’s Phinney Ridge neighborhood in May of that year.

“I talked to my network at Amazon – I could have gone back,” Travis recalls. “But I decided that wasn’t very exciting to me, that the most exciting thing was actually this new venture in fitness.”

Inside the Workout

Seattle Strength & Performance offers what the brand calls small-group, semi-private training, with classes made up of around 12 to 16 people. Workouts consist primarily of strength and functional training movements like deadlifts, kettlebell swings and box jumps, among other exercises. SSP also offers personal training sessions. 

Before their first class, members complete a one-on-one assessment and receive a training plan customized to their goals.  

Newcomers often confuse SSP with a CrossFit box, but it’s a bit different. 

“We’re not CrossFit, I would call us more like a functional training gym that’s rooted in athletic performance,” Travis says, naming coaches like Mike Boyle and Eric Cressey as inspirations for the brand’s approach to fitness.

SSP members run the gamut from 10-year-old student-athletes to people in their 80s, although the brand’s core audience tends to be professional adults in the 40-to-60 year-old age range. 

Execution Is Everything: SSP’s Blueprint for Success

SSP’s early growth was fueled almost entirely by word of mouth, as the brand’s strategic location in a walkable neighborhood in Seattle encouraged walk-ins. As the word continued to get out about Seattle’s cool, new strength training gym, SSP’s membership numbers swelled. 

Today, the brand counts around 600 members across its three studios, with over 300 members at its Queen Anne location, 230 members at Phinney Ridge, and another 80-plus at its newest location in West Seattle. 

In its early days, “We did no paid marketing at all,” Travis says. “Everything we did relied on getting people in the door, ensuring they had a really great customer experience and then creating a really strong word of mouth to drive referrals and grow and cultivate a community.”

While SSP still relies primarily on organic growth, it does do some paid marketing now, primarily to drive leads to its West Seattle studio, which opened earlier this year. Still, the brand usually spends $2,000 or less per month on marketing, Travis says. 

Build a Career for Your Instructors

While business nous is important, the long-term success of a group fitness concept like Seattle Strength & Performance is highly dependent on the coaches who run its classes. For most members, coaching makes or breaks their class experience and determines whether or not they keep paying their monthly membership fees. 

To grow its roster of coaches, SSP has focused on becoming a place where fitness instructors can build a career. 

Most of the coaches at SSP are full-time employees, which is still a fairly rare phenomenon in the world of group fitness, although things are starting to change. 

During a typical 40-hour workweek, SSP coaches will spend roughly half their time teaching fitness classes – the other half is spent on the business side.   

“They’ll coach about 20 to 25 hours a week on the floor, but they may also do other functions in the business – that could be programming, it could prospect follow-up and lead gen, or it could be membership-experience related,” Travis explains.

There are several benefits to this approach: coaches gain full-time employment and the financial advantages that come with that, but they also feel a sense of ownership in SSP from a business standpoint. For SSP, this lowers employee turnover. 

“I’ve found people who are excited and want to stick with the business long term, because it’s a very unique role,” Travis says. 

Looking ahead, SSP plans to continue expanding in the Seattle area, where it sees opportunities to open more studios. Expanding to other cities is possible in the future, but for right now, the focus remains on the Emerald City. 

“We have a lot more work to do in Seattle, so that’s where my focus is at,” Travis says. “There’s a lot of different neighborhood pockets that we can get into and keep expanding the brand.”

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