It’s your move, says 24 Hour Fitness.

The health and fitness chain has launched a new brand initiative emphasizing the prioritization of health and wellness while showcasing the gym brand’s capabilities in making fitness fun and versatile.

24 Hour Fitness tapped InGoodTaste for the encouraging (and timely) campaign, launched just ahead of New Year’s resolutions. A :30 spot promoting “Your Move” and the power of 24 Hour Fitness can be viewed here.

“The spirit of renewal we feel at the turn of the new year is an incredible source of personal power,” InGoodTaste CEO Ryan Lindholm said. “Our goal was to capture that energy and turn that into positive, lasting change. Everyone deserves a healthier life; we want to make sure people have the inspiration and support to make it a reality.”

The new campaign highlights several 24 Hour Fitness features, such as state-of-the-art equipment and amenities, complimentary 50-minute custom coaching sessions for members, group fitness offerings like yoga, cycling, HIIT, and dance, flexible personal training packages and perks like guest passes and family add-on options.

“At 24 Hour Fitness, we believe in the power of movement to transform lives,” 24 Hour Fitness vice president of marketing Miia Suortti said. “Our mission is to build a healthier, happier community by providing the tools, services, and environment everyone needs to succeed. With ‘Your Move’, we’re saying we have everything you need, and we can’t wait for you to take that first step.”

24 Hour Fitness is offering exclusive offers to new members throughout January, such as membership promotions and free 1:1 fitness consultations. Prospective new joins can search for a 24 Hour Fitness based on their location or by their choice of amenities, as select locations feature pools, spas, basketball, racquetball and squash courts, volleyball, Pilates reformer studios and more.

The fitness operator —which has over 270 locations—has kicked off a series of upgrades at its facilities with updated equipment, lighting and other interior enhancements. The chain also launched FitPerks this year, a new member loyalty program incentivizing workouts with gym merchandise deals, local restaurants and hotel stays.

The post Resolutions to Results: 24 Hour Fitness Unveils New Campaign appeared first on Athletech News.

For Calley Means, fitness is medicine. 

The co-founder of telehealth platform Truemed, Means spoke at the recent Eudemonia summit, where he slammed America’s healthcare system as broken and corrupt while calling for systemic change that would prioritize healthy eating and physical fitness over pharmaceutical interventions like Ozempic to combat a nationwide chronic-disease crisis. 

A proponent of Robert F. Kennedy Jr.’s “Make America Healthy Again” movement with unofficial ties to the campaign of president-elect Donald Trump, Means can be something of a controversial figure. Means is also highly opinionated, and he’s got a distinct view on how the fitness industry should position itself to gain more respect among lawmakers in Washington.

Athletech News caught up with Means after Eudemonia to get his thoughts on fitness and the future of healthcare. 

Fitness as a Medical Necessity 

With more Americans obese and/or chronically ill than ever before, Means is calling on fitness brands to play a bigger role in improving people’s health. 

“We are in a metabolic health crisis that will destroy the United States of America – physical fitness is a linchpin of getting ourselves out of that,” Means told ATN. “There’s a generational opportunity for the gym industry to, in one voice, explain how they’re at the center of health.”

While direct government subsidies for gym memberships might seem like a pipe dream at this time, there are ways to lower the costs of fitness. Means points out that Americans can use tax-free money from health savings accounts (HSA) and flexible spending accounts (FSA) to buy things like gym memberships, workout equipment and supplements.

To use HSA/FSA funds for fitness and wellness, Americans must obtain a letter of medical necessity, or LMN, from a doctor, which confirms that the services in question are being used to prevent or treat a chronic condition.  

“The Health & Fitness Association and every single gym … should be educating every single American to demand a letter of medical necessity for exercise from their doctor if they’re working to prevent or reverse a condition,” Means said. 

The Rise of Truemed

According to Means, around 80% of Americans have the ability to use HSA/FSA funds but only around 40% do so. 

To encourage wider use of HSA/FSA funds, in 2022 Means co-founded Truemed, a telehealth platform that makes it easier for people to use tax-free funds to pay for fitness, wellness and health products. 

“We started the company looking at this proliferation of Adderall and Viagra being prescribed online,” Means recalled. “And we were like, ‘Can we use that same system to prescribe broccoli, Omega-3s and Pelotons?”

Essentially, Truemed speeds up the process of obtaining an LMN, removing time and friction from the shopping experience. When people check out to buy products ranging from exercise bikes to yoga memberships online, they can click an option to “pay with HSA/FSA funds” to get redirected to the Truemed website.

“Our innovation is we add that telehealth qualification process into the payment flow,” Means explained. “Just like a (financial) firm asks a couple of credit questions, we ask a couple of health questions.”

In the two years since its founding, Truemed has established itself as one of the dominant players in the growing fitness-as-healthcare movement, partnering with brands including Peloton, 24 Hour Fitness, Hyperice and AG1.

“We’re working with 18 of the top 20 Shopify health and wellness merchants,” Means said. “Almost every single direct-to-consumer company on our wish list when we started the company … is integrated with us.”

Fighting for Funds

Truemed’s fight isn’t a new one for the fitness industry – the Health & Fitness Association, formerly IHRSA, has long been fighting to pass the PHIT Act, a bill that would make gym memberships and youth sports count as qualified medical expenses under the HSA/FSA system, effectively bypassing the need for services like Truemed. 

Means, a former lobbyist for the food and drug industries who changed course after his mother died from pancreatic cancer, is skeptical that the PHIT Act will ever get passed, citing pharmaceutical companies’ influence in Washington and their interest in making sure such a bill never sees the light of day. 

Instead, Means argues that platforms like Truemed are more practical. As they become more widely used, eventually, a wider pool of HSA/FSA money may become available for Americans to use on fitness, health and wellness. 

“Right now, there’s $150 billion of flexible funds available,” Means said, citing the current nationwide pool of HSA/FSA funds. “In five years, it should be trillions.”

There’s no doubt that the road to improving Americans’ health is a long and arduous one. It almost certainly won’t be solved in one presidential cycle, no matter how bullish Means and his allies are on Trump’s promises of substantive healthcare reform. 

But the Truemed co-founder is optimistic that every bit of progress will help, and that making it cheaper for Americans to access fitness and wellness is a good first step.  

“Everyone throws up their hands and says, ‘People don’t want to exercise, they don’t want to take supplements, they don’t want to eat healthy,’” Means said, hitting back at the argument that Americans’ health problems stem from laziness rather than economics. “I guarantee you, if we steer more money and more medical recommendations to these root-cause items, there’d be a transformation of American health.”

The post Truemed’s Calley Means: Fitness Industry Has ‘Generational’ Health Opportunity appeared first on Athletech News.

Many people at the top are hated. Or at the very least they divide opinion. That isn’t the case for Mark Mastrov, one of the fitness industry’s most highly respected and well-liked figures. 

You’d be hard-pressed to find someone in the industry with a bad word to say about Mastrov, who founded 24 Hour Fitness in the 1980s and turned it into one of the world’s largest and most successful gym chains upon his exit from the brand in 2008. 

Mastrov will be honored with the first-ever Augie Nieto Fitness Legacy Award at this year’s Augie’s Quest BASH fundraiser, to be held October 22nd at Caesars Palace in Las Vegas as part of the 12th annual Fitness Technology Summit.

The award is more than deserved, both for Mastrov’s achievements in the fitness industry and for the integral role he played in the creation of Augie’s Quest to Cure ALS, a nonprofit organization that’s raised over $100 million for ALS research in the name of the late Augie Nieto, the founder of Life Fitness who passed away in 2023 after an 18-year battle with ALS. 

BASH Is Born

Shortly after Nieto was diagnosed in 2005, Mastrov convinced his longtime friend and industry colleague to team up with him to create the first-ever BASH event, which raised $2.4 million for ALS research and set the stage for many millions more to come.  

Mastrov tells Athletech News he got the idea for an ALS fundraiser after being put off by the somber tone of an event honoring Nieto right after the Life Fitness founder was diagnosed. 

“I sat at the table with him, and as everybody came up and talked about Augie that night, they all talked as if he wasn’t going to be here very long,” Mastrov tells ATN. “It was kind of like a send-off night, and it just struck me as not appropriate and not the right way to look at it.”

A couple of days after that event, Mastrov called Nieto to arrange a meeting at Nieto’s house that would forever change the course of ALS fundraising. There, Mastrov told Nieto of his plan for a charity event to be held at the fitness industry’s annual IHRSA trade show, one that would be more optimistic in outlook. 

“Augie is a hard-charging, super-high-intellect winner,” Mastrov says of his mindset at the time. “I just felt like if he got behind it with his name, his energy and his connectivity, he would help raise awareness and capital.”

It wasn’t a hard sell. Nieto agreed, and the pair got IHRSA’s leadership on board to stage the fundraising event at that year’s trade show in 2006.

“We created the BASH and we invited the whole industry to come and raise awareness around ALS. We sold tables, had auctions, all kinds of cool stuff,” Mastrov recalls. “We raised north of a couple of million bucks on the opening night – I was able to convince Lance Armstrong, who at the time was one of the highest-profile athletes in the world and is a cancer survivor, to come.”

The inaugural BASH event also featured the late Robin Williams, who delivered a very funny recorded speech to introduce Armstrong to the crowd, as well as Bob Saget, who stayed in touch with Nieto until Saget’s death in 2022. 

BASH then became an annual event, raising over $18 million for ALS research between 2006 and 2019 (the pandemic caused the 2020 edition to be canceled, although the event is now back in full force).

The birth of BASH helped encourage various industry fundraising efforts – Orangetheory Fitness leads the way with over $10 million raised for ALS. Zumba and Newtown Athletic Club have each raised over $1 million, while Life Time, LA Fitness, The Atlantic Club (now part of Genesis), Bay Club, Crunch Fitness, CR Fitness and Life Fitness have all raised over $500,000.

This year, the fitness industry is projected to raise over $1 million for ALS research as it continues the fight started by Nieto and Mastrov in 2005 and carried on today by Lynne Nieto, Augie’s wife, Shannon Shryne, who together lead Augie’s Quest, which stages BASH and other philanthropic initiatives. Gretchen Simoneaux, Kelly Campbell, Angel Moser and Kelsey Storter also play key leadership roles. 

As of today, Augie’s Quest has raised over $100 million for ALS research. Together with its research partner, the ALS Therapy Development Institute, that number grows to over $200 million, funding critical science that may one day help bring an end to the disease. 

“They’ve done phenomenal work,” Mastrov says of Lynne Nieto and Shryne’s stewardship of the organization. “I honestly believe that, with all the breakthroughs in medicine and things that are going on in the world, we’re going to find a way to cure this terrible disease.”

The Ultimate ‘Point Guard’: A Look Back at Mastrov’s Career

Mastrov’s role in creating the BASH fundraiser would be reason enough to honor him with a Fitness Legacy award. But his impact goes further still: Mastrov is one of the pioneers of the modern gym movement and one of the fitness industry’s most influential people.

Mastrov got into the gym business in 1983 at 22 years old, borrowing $15,000 from his grandmother to become co-owner of a California gym he’d been working at part-time. Over the next two decades, Mastrov grew that single location into an empire, expanding 24 Hour Fitness across the country, then across the globe. In 2005, Mastrov sold 24 Hour Fitness in a deal worth over $1.6 billion, a watershed moment for the fitness industry, showing that gym chains could become billion-dollar businesses. 

After staying on for a few years in an advisory role, Mastrov left 24 Hour Fitness for good in 2008. He then began investing in and advising brands including Crunch Fitness and UFC Gym, two of the fastest-growing brands in fitness today. 

Perhaps even more importantly, Mastrov has influenced the careers of many of the industry’s current-day leaders: barre3 founder and CEO Sadie Lincoln, Crunch CEO Jim Rowley and UFC Gym CEO Adam Sedlack, among others, are all former 24 Hour Fitness employees.

These executives are quick to sing Mastrov’s praises, both for the impact he’s had on the industry as a whole and on them personally (see below for some industry leaders’ thoughts on Mastrov’s impact).

But for all his fame within industry circles, there isn’t much written online about Mastrov, who was once a co-owner of the NBA’s Sacramento Kings. It’s fairly surprising for such a successful business person to be able to keep such a low profile. That’s an intentional move on Mastrov’s part. 

“I’m not a publicity-seeking, high-profile person. I don’t really care about that stuff,” he says. “I’m very much team-oriented. I believe in the pyramids being upside down. I work for you, you don’t work for me.”

In terms of his leadership philosophy as an executive, Mastrov owes a lot to his basketball days.

“I look at the world through the eyes of a point guard,” he says. ”I’ve always looked at myself as the person that sets the table for everybody else, who gets them involved and lets them flourish on their own.”

Fighting for More

While Mastrov is still involved in the fitness industry as an investor and advisor, he’s no longer on the front lines. That doesn’t mean he doesn’t have strong opinions on how the industry is doing. 

At IHRSA 2024 last March, Mastrov gave a keynote where he called on industry leaders to work together to continue to fight for better recognition from lawmakers in Washington DC. Mastrov pointed to the infamous pandemic period where gyms were among the first businesses to be closed under government shutdown orders and among the last to be able to re-open, this despite exercise’s ability to help people ward off disease. 

Speaking to ATN, Mastrov said he’d like to see the U.S. government implement tax incentives to encourage people to work out. 

“I think we do a lot of good for society, and I think our industry has to continue to come together to push the message forward so that at some point, we can get government to step in and recognize that in a future pandemic, gyms need to stay open because they are the cure, not the cause,” he says. 

Looking ahead, Mastrov is fairly bullish on the industry’s present and future. However, he notes large gym brands are facing challenges trying to keep membership prices down to a level consumers have come to expect while confronting rising labor, real estate and tax costs. 

“To a certain extent, we’re at a crossroads,” he says. “We’ve got to figure out how we’re going to deal with the rising costs to operate and at the same time bring great service and product to our community.”

The challenges confronting the industry are real. But on October 22nd at least, the mood will be joyful, if bittersweet, as fitness leaders come together to honor Mastrov while continuing to remember his dear friend, Augie Nieto. 

“I miss Augie, and love him,” Mastrov says. “He did phenomenal work – I don’t think anybody realizes what he went through and what he did for ALS. It’s an amazing story and he was a wonderful human being. There isn’t a day that goes by that I don’t think about that guy.” 

Industry Leaders Reflect on Mastrov’s Impact

Below, Athletech News offers a collection of excerpts featuring some fitness industry leaders’ thoughts about Mastrov’s impact. This is just a small sample of the many executives, founders and leaders who have positive things to say about Mastrov.

“I am often asked what it’s like to work with or for Mark Mastrov, My answer is and has always been the same: it’s a privilege. From the beginning of my interaction with Mark some 25 years ago until now, he has always been humble and servant-minded whilst driving the business. His example for me to stay centered and focused while also maintaining life balance and driving teams towards success, but also doing so through building a strong community and causes around you, has always resonated. Mark deserves this honor as much as anyone and his impact on not only me but many others over the years is nothing short of Hall of Fame status. Thank you, Mark, for all that you do.”

• Chris Smith, CEO of Fitness World and Chair of the Health & Fitness Association (formerly IHRSA)

“Mark has created countless opportunities for so many people. He has always provided a fair chance for individuals to excel, learn, grow, or even venture out on their own. Many who left went on to achieve remarkable careers and often cite their time with a Mastrov-backed company as the catalyst. Personally, it goes without saying: after years as an employee, Mark saw something in me and gave me the opportunity to become his partner. Professionally, it was the best thing that ever happened to me, and I could never fully express my gratitude for the chance he took on me.”

• Jim Rowley, CEO, Crunch Fitness

“Mark Mastrov is a fitness industry icon. I have had the privilege to work with Mark for three decades. In each decade there were chapters of my personal and business journey, and in both cases, Mark showed a great example of being an icon at work and home. Depending on who you ask, there are so many unique examples of how he has impacted so many. My personal example is around his unparalleled ability to mentor and develop leaders. This focus on leadership development has profoundly influenced my own journey, encouraging me to take ownership of my personal growth while driving business aspirations. In a world where it is tricky to surround yourself with those who can positively impact your life, I am very fortunate to have Mark in my life.”

• Adam Sedlack, CEO, UFC Gym

“When Augie Nieto got diagnosed with ALS, it was Mark who saw the vision for the entire industry to come together to support Augie and specifically, create funding for a cure. It was Mark who got even competitive fitness equipment companies to coalesce around Augie to fund the organization to pursue an independent research cure for ALS. It was Mark who continues to quietly support this direction after all of these years. And it is Mark to whom we all need to say “thank you” for your steadfast commitment to changing – and hopefully, saving – people’s lives”

• Rick Caro, President of Management Vision, Inc., and founder, past president and director of IHRSA.

“If Augie were with us, I believe he’d describe Mark as the entrepreneur’s entrepreneur. Mark did for Augie’s Quest what he did for so many brands – really shared his vision and expertise to allow us to succeed and be relevant. We’re proud to be on the long list of people and organizations Mark inspired and supported.”

• Shannon Shryne, Co-Founder & President, Augie’s Quest to Cure ALS

“Mark and I have been friends for over 25 years. Your friendship is truly defined when adversity happens. Mark was one of the first people to reach out. He has held my hand and helped me have the courage to dream of a day that ALS will be a treatable disease, not a death sentence.”

• Augie Nieto, 2008. 

The post Mark Mastrov, a Fitness Industry Legend, Honored for Storied Career appeared first on Athletech News.

In August, 24 Hour Fitness launched its newest loyalty program, FitPerks, which motivates members towards greater physical activity through points and rewards. Now, the fitness brand has announced a larger step toward better member experiences, this time with brand-new equipment and facility upgrades.

24 Hour Fitness, which boasts 40 years of experience in the industry and nearly 300 clubs across the U.S., says it plans to “refresh” and “enhance” prominent club locations across the country, specifically in its largest markets of Northern California, Southern California and Texas. These locations will receive updated equipment, flooring, lighting and paint.

Additional locations will also receive new strength and cardio equipment. In total, over 15% of 24 Hour Fitness locations will be updated in some capacity.

This isn’t the first time 24 Hour Fitness has announced location improvements this year. In May, the chain launched another multi-million dollar investment into clubs in the San Francisco Bay Area.

Karl Sanft, the CEO of 24 Hour Fitness, says the brand is dedicated to serving its members by investing in what they need: an elevated experience.

“We work hard to listen to what our members need from their gym locations, and we know there is a desire for an upgraded gym experience,” Sanft said. “We have already made significant investments into some of our clubs this year and will continue to do so as part of our commitment to our members. If we can make our clubs the best they can be, we know we’re building a place where our members want to do the hard work that comes with reaching their fitness goals.”

The clubs with full renovations are set to reopen now through the end of September, with additional locations slated for improvements likely into 2025.

The post 24 Hour Fitness Invests Millions in Gym Upgrades appeared first on Athletech News.

Many people remember a rite of passage in grade school: the Presidential Physical Fitness Test. Initially introduced in the 1960s, the original test evaluated students’ strength, speed, and flexibility. Over time, it became a standard part of physical education in U.S. schools, before being phased out in 2012 by President Barack Obama.

24 Hour Fitness is reimagining the Presidential Physical Fitness Test with a version that seeks to update the test using modern fitness principles, providing 24 Hour Fitness members with an opportunity to assess their fitness levels as part of a new challenge beginning this month.

Challenge Details

The “Are You Fitter Than a 5th Grader” challenge, which starts on September 16, retains some of the familiar exercises from the original test, such as push-ups, pull-ups, and a one-mile run/walk. However, the new challenge also incorporates exercises more aligned with current fitness standards, including planks and lateral plyometric jumps. These adjustments reflect an emphasis on whole-body functional movements, which are increasingly recognized as key components of effective fitness training.

Debbie Fiorella, chief technology and digital officer at 24 Hour Fitness, said the challenge is designed to highlight the importance of physical activity for all age groups. “This challenge serves as a reminder of where participants are in their fitness journey, helping them identify areas for improvement in a straightforward way,” she said.

For personal trainers, the reintroduction of these types of assessments could provide an extra inroad for client engagement. By participating, clients learn about their physical capabilities, which can inform training plans aimed at improving specific areas of weakness.

Participation and Potential Benefits

Participants can sign up through the 24 Hour Fitness loyalty program, FitPerks, and track their progress as they complete tasks such as gym check-ins and workouts on the 24GO® app. Additionally, the challenge includes a custom coaching session, designed to help members integrate the test results into their ongoing fitness plans.

To further encourage participation, members who complete the challenge will be eligible to win a $1,000 prize pack. The inclusion of a coaching session provides an opportunity to offer additional guidance, adapting these exercises to fit the needs and capabilities of individual clients. The fitness test challenge could also serve as a motivational tool, encouraging regular participation and creating measurable milestones for progress.

The post 24 Hour Fitness Puts Modern Twist on Presidential Physical Fitness Test appeared first on Athletech News.

For Karl Sanft, leading 24 Hour Fitness is the job of a lifetime. 

Sanft first became a 24 Hour Fitness member in 1993, long before he’d one day take over as the gym brand’s chief executive. 

After a 20-year stint at Best Buy where he rose up the ranks to become senior vice president of U.S. retail operations, Sanft joined 24 Hour Fitness in 2019 as its chief operating officer. In December 2021, he took over as interim CEO. In June 2022, Sanft was formally introduced as the company’s newest president and CEO.

Sanft has been tasked with steering the big-box gym chain back to solid ground following a bankruptcy filing in 2020 that saw it close around 100 locations. Today, 24 Hour Fitness counts nearly 300 gyms in 11 states, and still stands as one of the fitness industry’s most iconic brands. 

Under Sanft’s leadership, 24 Hour Fitness has sought stability, opting to invest in modernizing its existing locations rather than race to open up new ones. 

Sanft sat down with Athletech News to discuss his first couple years on the job, outline his vision for the future of 24 Hour Fitness and share his perspective on how the fitness industry compares to other sectors.

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

Athletech News: You took over at a pivotal and trying time for 24 Hour Fitness. What have your early priorities been as president and CEO, and how have things gone relative to your expectations? 

Karl Sanft: You hear a lot about the CEO job before you go into it, but some of it you have to experience. It’s different than you’d expect it to be. 

The real challenge was stabilizing the organization. We were just coming out of bankruptcy and restructuring the brand. I love the brand, but you’ve got to be objective as well. The brand was overpriced, so we had to reconcile our pricing. And the brand needed to be refreshed. 

We’ve been working diligently and spending money, as our financial health has allowed, to refresh and revitalize the member experience. That’s been our focus for the last couple of years, and will continue to be over the next couple of years. 

ATN: How far along is 24 Hour Fitness on the pricing and brand refresh plan that you’ve implemented? 

KS: Pricing is easy to adjust. For the amenities we offer, I think our pricing is right on par. If you look at some of the lower-priced competitors, they don’t have our amenity set when it comes to access to fitness professionals and wet areas like pools, spas, steam rooms and saunas, etc. So I’m happy with where we are from a pricing standpoint.

We’re at the beginning of our refresh. We’re touching a lot of clubs, buying equipment, and refreshing graphics, paint, lighting and floors. But we’re still at the beginning of that process.

ATN: Would you characterize 24 Hour Fitness a high-value, low-price (HVLP) gym brand, or does it play in a slightly higher pricing tier? 

KS: I try not to go with a label. Here’s what I would say: our pricing is probably just a bit higher than HVLP (gyms), but our amenity set justifies that price, and our gym floor is as good as anybody’s. That’s where we’ve invested, and that’s where members show their appreciation for us.

ATN: How has the gym floor evolved over your five years at 24 Hour Fitness, particularly post-pandemic?

KS: COVID had a real impact. I think people (now) enjoy hybrid fitness more than ever. For some aspects of their fitness, they enjoy being outside. What I see in the clubs is more of a focus on strength. An example of that is Olympic lifting and half racks. It’s not that people don’t do cardio, but they find other ways of getting their cardio done. Women and men alike are focusing on strength like I’ve never seen before, and it’s exciting.

ATN: What’s the biggest challenge in running a big-box gym brand with around 300 locations?

KS: It’s really all about consistency of experience. We like touting how many clubs we have but the members don’t really care. It’s just, “Is my gym excellent? Is my gym inspiring? Are the people in my gym good to me? Is the gym clean? Do the machines work?”

There’s also this interesting mix: How do you take advantage of scale, but then how do you embrace local? Do you know the community you serve? Do you know what’s different about it? Are you set up in a way that matters? If you put the same equipment in all gyms and don’t have the right equipment for (a specific) gym, that’s something you have to watch out for. It’s about really understanding what it is that your members want locally.

ATN: What are your goals for 24 Hour Fitness over the next few years? Do you have any expansion plans? 

KS: I’ve been focused on getting the company healthy from the inside out. What that means is that you can’t just build 10, 20 clubs a year and not invest in the clubs you have. The headline of new clubs is always exciting, but when you invest in refreshes and remodels, it’s amazing what it does. 

We’ve got a club in Texas right now that’s all torn up, the restrooms are being redone, the floors are being redone, the tiles are being redone, but the member surveys are going up. Why are people excited about the experience when it’s a hot mess? The answer is that they just love seeing you invest in their gym. 

As a secondary focus, we’ll reposition and we’ll fill in appropriately. We built a couple of clubs last year, and we’ll build a few clubs in the next couple of years. We won’t be opening new markets in the next couple of years, but we’ll be bolstering our position in our existing markets. 

ATN: We’ve talked about the rise of strength training. Do you have any predictions about what may be coming next?

KS: Mobility is something to really think about. I don’t do Pilates, but I’m excited by it and I can see the benefits. 

I’ve been a (24 Hour Fitness) member for 31 years. I started in my 20s, now I’m in my 50s. My workout has entirely changed over that period of time. People get injured as they get older because they just don’t have the stability, mobility and flexibility. I think that’s where the industry is going to go – “fit for life” versus “fit for the gym.” 

ATN: As someone with a lot of high-level experience in another industry, how do you view the fitness industry? 

KS: It’s a small industry, and people stick together. I know many of the CEOs in the industry. We help one another, we talk about ways the industry can be more prepared, God forbid, if something were to ever happen again like what we experienced with COVID. I’ve been humbled by the way far-more-tenured industry leaders have been willing to let me be a part of the dialog and the conversation. 

There’s some legacy stuff – I don’t know how long it takes for it to go away – where people say, “These are the bad things about health clubs, you can’t quit them, you can’t do this, etc.” I don’t see any of that, but I do think the industry still has a hangover, experientially, about some of the things it used to do and the way it used to sell.

ATN: Is there anything you’d like to see the fitness industry change or improve upon? 

KS: I think we just need to do a better job of sharing our voice and helping our members gain leverage. The industry wasn’t considered essential (during COVID), which is pretty amazing, and we take that as a challenge for ourselves.

I’m a part of a community (Health & Fitness Association, formerly IHRSA) that focuses on the PHIT Act. So I think the industry is focusing on coming together, coalescing around a few things and using our collective power for good.

The post CEO Corner: Karl Sanft’s Plan To Rebuild 24 Hour Fitness appeared first on Athletech News.

Sometimes the heaviest weight to lift at the gym is the front door, according to Debbie Fiorella, the chief technology and digital officer at 24 Hour Fitness. 

To boost member participation and motivation, fitness chain 24 Hour Fitness has launched its new loyalty program, offering members the chance to earn points based on their involvement in various gym activities, from classes and coaching to check-ins on the gym’s app. 

The loyalty program, titled FitPerks, encourages 24 Hour Fitness members to commit to a healthy lifestyle by offering the incentive of redeemable points for discounts. Members can receive deals on gym merchandise, local restaurants, stays at hotels and resorts, and earn extra points by referring a friend to the chain.

“We want to build as much motivation into using the gym as we possibly can and having an incentive structure is a great way to give that nudge we all need,” Fiorella said. “Our members are at the heart of everything we do, and this program is designed to reward them for their hard work and commitment towards their fitness goals.”

24 Hour Fitness, which boasts nearly 300 clubs in 11 states, will be offering these deals to new as well as current members.

The company’s newest program comes two months after high-value-low-price gym competitor Planet Fitness announced the return of PerksFest. In this summertime program, members could score deals from popular brands like AARP, Crocs and GNC. 

High-value low-price gym chains such as Planet Fitness, Crunch Fitness, and now 24 Hour Fitness, are focused on advertising complimentary perks for members, such as Planet Fitness’ Judgement Free Zone program and Crunch’s Crunch Perks. The only barrier to these perks is a membership, which can cost as low as $10 to $15. Benefits typically include discounts on items such as athletic wear, food delivery services, and gas.

Last year, 24 Hour Fitness added two California locations in Roseville and Irvine that boast boutique wellness offerings including infrared saunas, a cold plunge pool and yoga. The fitness company celebrated its 40th anniversary last summer.

According to the perspective of an HVLP gym, the biggest obstacle to a healthy lifestyle should simply be signing up for a membership. The introduction of FitPerks reflects the growing trend among HVLP gyms to remove barriers to maintaining a healthy lifestyle by making the benefits of membership as accessible and rewarding as possible.

The post 24 Hour Fitness Follows HVLP Gyms in Membership Points Offerings appeared first on Athletech News.

Boardroom, Kevin Durant and Rich Kleiman’s sports and entertainment media brand and 24 Hour Fitness have teamed up to cultivate engagement and create content for community organizations and 24 Hour Fitness members. 

Earlier this month, the two celebrated the new partnership at 24 Hour Fitness in Falls Church, Virginia, where gym members and children gathered for a youth basketball skills academy led by Durant’s father, Wayne Pratt, head coach of AAU organization Team Durant.

The gym chain has close to 300 locations across 11 states in the U.S. 

“Team Durant was established when Kevin [Durant] wanted to give back to the community that helped create his game, and we have always tried to pay that forward to the kids in the DMV area,” Pratt said. “We have a staff that’s been really innovative and proactive, and that’s allowed us to grow and to impact kids far beyond those in our program.”

Upcoming events are in the works that include pro athletes and various sports-centered community organizations, including a clinic with the Brooklyn Aces, a major league pickleball team.  

24 Hour Fitness president and CEO Karl Sanft noted that being able to play on a professional sports team puts fitness into action.  

“Working with a brand like Boardroom, we’re showing that an active lifestyle, coupled with a strong community, is not only great for your health but something members have in common with these amazing athletes: a commitment to being the best they can be,” Sanft said.

Boardroom CEO Kleiman echoed Sanft’s sentiment.

“Sports is at the heart of everything Boardroom does, and the skills you learn as a teammate on the court translate to every aspect of life,” he said. “We’re excited to have begun our partnership with 24 Hour Fitness through this activation with Wayne Pratt and Team Durant, and to continue to work with them to build community in different ways throughout the year.” 

Investing in Members 

The partnership with Boardroom is the latest win for 24 Hour Fitness, as the gym chain undergoes a multi-million dollar modernization project beginning with some of its clubs in the San Francisco Bay area. In the coming years, additional clubs in the Western U.S. region are expected to see similar improvements.

While 24 Hour Fitness gives a refresh to San Fran Bay-area clubs, the gym chain is also rolling out new small group setting fitness formats with SH1FT Fitness —Modus Move and Modus Mobility — which focus on recovery training and longevity.

It’s another way that 24 Hour Fitness is looking to serve its members with best-in-class offerings that deliver real change, said Mike Heim, head of programming and education for 24 Hour Fitness. 

“Longevity training or ‘fitness for life,’ is an area that is far too underserved in group exercise – but it’s incredibly important to us at 24 Hour Fitness,” he added. “Having both of these programs helps our members get the sort of fitness benefits they can enjoy today and for the rest of their lives.”

The post 24 Hour Fitness & Kevin Durant’s Boardroom Team Up appeared first on Athletech News.

If it seems like your gym is more crowded, it’s not your imagination.

Gym visits in the U.S. remained elevated year-over-year in Q2, with high-value, low-price (HVLP) brands EoS Fitness and Crunch Fitness leading the way, with foot traffic increasing 23.4% and 21.4% compared to the second quarter of 2023, respectively.  

The findings come from Placer.ai, a location intelligence company that uses machine learning and data science to generate foot traffic analytics. As Placer.ai notes, fitness has shown to be inflation-proof, theorizing that rising costs across the board may have boosted gym attendance, with consumers choosing to make use of their gym memberships rather than spend money on outings.

EoS Fitness, the ‘Better Gym. Better Price’ HVLP fitness chain, opened five new gyms in four states in the first quarter of 2024 and aims to open over 250 by 2030. EoS is reportedly seeking $100 million to support its growth strategy.

Crunch Fitness is also flourishing in the HVLP space, with around 2.5 million members systemwide as of early 2024 and expansion planned both domestically and abroad. Helping to grow Crunch Fitness is Dallas Cowboys quarterback Dak Prescott, who partnered with CR Fitness Holdings, the largest operator of Crunch Fitness franchise locations, to expand the brand in Texas.

Following EoS and Crunch is 24 Hour Fitness, which saw a 9% increase in visits compared to Q2 2023. Earlier this spring, the gym chain announced a multimillion-dollar investment at four of its locations in the San Francisco Bay area, which includes adding new cardio and strength training equipment and turf areas for group exercise zones..

Luxury fitness and lifestyle operator Life Time, with an average membership due of nearly $190 per month, also experienced an 8.9% increase in visit growth. Life Time founder and CEO Bahram Akradi has pointed to the brand’s sky-high retention numbers amid investment in areas such as pickleball and small group training. 

Planet Fitness, which has a new CEO and rolled out its first membership price hike in 26 years this summer, saw a 6.2% increase, while group fitness giant Orangetheory Fitness saw a 2.4% gain.

LA Fitness, operating under parent company Fitness International, saw a 1.3% increase. Fitness International acquired XSport Fitness this month in a deal that will Xsport’s 35 gym locations in New York, Chicagoland and Virginia be rebranded under one of Fitness International’s four brands, including LA Fitness.

Placer.ai’s Q2 2024 white paper can be viewed here. 

The post Gym Visits Up in Q2 as EoS, Crunch Lead the Way appeared first on Athletech News.

When Sadie Lincoln and her husband founded barre3 in 2008 in Portland, Oregon, Barre itself was a niche modality, relatively unknown outside the dancing community and certain pockets of the fitness industry. 

Since then, Barre has become one of the most popular forms of group exercise in the United States, especially among women, rivaling traditional modalities like yoga and Pilates. Barre3 has played a key role in that growth, serving fitness enthusiasts at in-person studios across North America and through barre3 Online, the brand’s on-demand workout platform.

Barre3 currently has 190 open studios and is pursuing expansion through traditional franchising and strategic acquisitions. Lincoln, who serves as barre3’s CEO and helped steer the female-owned and operated brand through the COVID-19 pandemic, says the fitness franchise is on pace to reach 1,000 global locations based on current growth numbers. 

Lincoln spoke with Athletech News about her inspiration for creating barre3, how she and her team have built the brand into a thriving franchise business and her thoughts on the state of boutique fitness in the post-pandemic era. 

This conversation has been lightly edited for clarity and length.

Athletech News: Can you tell us a bit about your background and why you decided to create barre3 back in 2008?

Sadie Lincoln: When I was 18, I started teaching group exercise classes in Los Angeles, and I worked at the John Wooden Center at UCLA running the group exercise program. In grad school, I started the fitness and wellness programming at the College of William & Mary, where I got my Master’s. Right after that, I landed a job with 24 Hour Fitness when we were around 24 gyms. I stayed there for a decade and helped grow the company to 430 locations globally, working for founder and then-CEO Mark Mastrov for many of those years. 

Eventually, I pulled my husband into the mix and the two of us were able to concept a new franchise brand under the 24 Hour Fitness umbrella – I did product and branding, he did the business and operations side. We opened around 15 locations, so we tested ourselves as married partners and also business partners.

I was curious about major problems I was seeing in the fitness industry, and I wanted to create something to solve what I was struggling with. One was pain in my body from pushing myself too hard trying to get a physical ideal. The second was shame, this feeling of body image issues, from, again, trying to reach an ideal. I loved yoga and the mindfulness of yoga, but I wanted to infuse that into traditional fitness. That’s what we did with barre3 while creating a small community environment with a beautiful, upscale feel and really focusing on connection, which I thought was missing from the big-box gym concepts. 

ATN: Why did you choose Barre over other fitness modalities?

SL: I’d been doing Barre since the late ’90s – I loved how sophisticated it was while being highly efficient and effective in a short amount of time, which as a busy, high-achieving woman, was exactly what I wanted. 

I also loved the feeling of the community of women, but what was missing for me was the functional fitness side of it. Barre is attached to the Lotte Berk method and honoring that heritage, which is beautiful in its own right, but I didn’t think all of that was necessarily good for the modern-day client. I wanted to have a neutral spine which I thought was healthier – I blew out my back doing traditional Barre. I also wanted something that was more mindful and about being present in your body as it is, versus conforming to what everybody else looks like. I also wanted to add cardio, and strength and conditioning, to create more variety. Those things merged together which is why I decided to go with the name “barre3.” The “three” is about strength, cardio and mindfulness, all in one.

ATN: You’ve grown barre3 to 190 locations, without taking on any outside investors. What have been the keys to scaling barre3 through franchising?

SL: Number one, we’ve grown very sustainably. We’re owner-operated, so every person who has invested in barre3 up to this point has invested to open their own studio, sometimes with their life savings. They’ve got skin in the game, and they’re aligned with our vision, mission and purpose. 

We’ve also focused on diverse revenue streams; we didn’t want all our eggs in one basket. We own our own studios, which operate as the lab where we test and pilot, and also grow our strongest trainers to train our teams. We also have a digital business with clients in over 100 countries. We started barre3 Online in 2011 as one of the early adopters (of digital), which came from listening to our clients. That program became even stronger because of COVID – we grew 100% year-over-year in one month with our digital businesses, which helped sustain the rest of our organization. And then we have our franchise business, which is the foundation of who we are. We want to be the best franchisor for women’s boutique health and fitness in the world. That combination is why we are as strong as we are today.

ATN: How has the boutique fitness industry changed since the pandemic?

SL: There’s been a big shake-up. There are a lot of studio owners who got through COVID, but they’re really struggling right now. Smaller studios need more support. Now more than ever, I realize the value in franchising – I think a big brand presence is needed to be successful in brick-and-mortar. 

Also, I think consumers coming out of the pandemic are more wary, they want to trust who’s behind the brand. And it’s more than just fitness, consumers are loooking for wellness, especially our consumer, women. 

ATN: barre 3 made headlines in 2023 when it acquired The Barre Code. Given the post-pandemic struggles of some smaller boutique fitness brands, could barre3 look to continue growing through acquisitions?

SL: Certainly. If there’s an alignment in our core values, vision and mission, then it’s something I’m proud to say we can do. 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.

ATN: How big could barre3 become, both domestically and internationally?

SL: We’re ready for growth more than we’ve ever been. In five years, I think we’ll have 500 domestic and at least 500 international locations. It could be more, honestly. Based on our mapping software, we could open another 500 locations just with this specific demographic we serve. We know it’s available but we won’t do it too quickly and compromise our brand and our resilience for the future. 

The post CEO Corner: Sadie Lincoln on barre3’s Incredible Franchise Expansion appeared first on Athletech News.

The Health & Fitness Association has named Sean Tan, a Singapore-based attorney and fitness industry advocate, as its senior representative in Asia.

Among his many initiatives, Tan will collaborate with other regional organizations, expand the Health & Fitness Association’s membership base, and represent the organization at public, government and NGO events. He will also help establish and expand regional and national federations and industry partner groups.

“I have witnessed and experienced the benefits of having a national industry association, which helps to pull together the entire industry,” Tan said. “I am excited about the opportunity to represent the Health & Fitness Association serving this industry in a vital region and to help support the work our industry does to improve physical and mental health in Asia and around the world.”

Tan also serves as president and co-founder of the Singapore Fitness Alliance, and founder and CEO of RX Health, a startup that is launching health clubs in Singapore in partnership with healthcare providers.

Health & Fitness Association president and CEO Liz Clark said that Tan will be a prominent team member in a region that is a “hub of activity for fitness facilities of all sizes, industry organizations, equipment and technology development and production, and home to a diverse population and thriving national and regional economies.”

Tan’s appointment comes as the Health & Fitness Association seeks to become an international player, having rebranded from IHRSA in March.

“Every industry evolves, and the next step of evolution for our association is to have a name that exactly reflects the breadth, diversity and consumer-oriented focus of the businesses in our sector,” Clark said during the association’s annual keynote as the rebrand was announced. “The Health & Fitness Association is clear, compelling, and can also be easily translated into any language, which is vital given the international reach of the association and the global operations of our members.”

Board of Directors Moves

Earlier this month, the Health & Fitness Association’s board of directors elected Fitness World Canada president and CEO Chris Smith as its chair, Discover Strength founder and CEO Luke Carlson as vice chair and Fitness Club Management Inc. owner Al Noshirvani as treasurer.

Five new board members have also joined the Health & Fitness Association board of directors:

• Ahmar Azam, founder and CEO of TriFit
• Deborah Fiorella, chief technology and digital officer at 24 Hour Fitness
• Richard Idgar, chief operating officer of EoS Fitness
• Mel Kleist, CEO of East Bank Club
• Matthew Stevens, president and CEO of The Bay Club Company.

The post Health & Fitness Association Adds Asia-Pacific Rep, Appoints Board Members appeared first on Athletech News.

Augie’s Quest, a fundraiser in honor of fitness industry icon Augie Nieto, is partnering with ALTA Technology Group and the Fitness Technology Summit to host Augie’s Quest BASH this fall. The sides made the announcement this month to coincide with ALS Awareness Month in May.

The event will be held in concert with the 12th annual Fitness Technology Summit at Caesars Palace in Las Vegas on October 21 – 24, 2024.

Nieto, who founded and served as CEO of Life Fitness and has been credited for growing that brand and others such as Lifecycle and Octane Fitness, was diagnosed with amyotrophic lateral sclerosis (ALS) in 2005. The progressive neurodegenerative disease attacks cells in the brain and spinal cord, taking away the ability to walk, talk, eat and eventually breathe.

Nieto passed away last year from the disease at 65. During his years of advocacy, he raised $200 million for ALS research.

This fall’s Augie’s Quest BASH event will focus on the advancements in ALS research that were made possible by past support.

The event will also honor 24 Hour Fitness founder Mark Mastrov with the first-ever Augie Nieto Fitness Legacy Award. Mastrov, who also serves as principal of New Evolution Fitness Company and founder of Crunch 2.0 Global, is being recognized for engaging the fitness industry following Nieto’s diagnosis.

“When Augie was first diagnosed, Mark chaired our first BASH fundraiser, encouraged the global fitness industry to support our quest, and paved the path for our critical work,” said Augie’s Quest co-founder and president Shannon Shryne. “No one is more deserving of this honor.”

Al Noshirvani and Tara Levitt of ALTA Technology Group and the Fitness Technology Summit are co-hosting the event and buying tickets for conference attendees, who will be invited to Augie’s Quest BASH as part of their conference ticket. Ticket and sponsorship donations will also be available.

“We are proud to support Augie Nieto’s legacy and the important work to find a cure for ALS,” said Noshirvani, who serves as co-founder and managing partner of ALTA and the Fitness Technology Summit.

The Fitness Technology Summit will launch two new education tracks for Business Marketing and Technology in addition to partnering with Augie’s Quest.

The post Augie’s Quest Partners With Key Fitness Industry Groups in Fight To End ALS appeared first on Athletech News.

24 Hour Fitness is going back to upgrade a handful of existing locations with new equipment, layouts and classes as part of a multi-million dollar modernization initiative that will start in San Francisco.

The brand just announced a multi-million dollar investment at four of its clubs in the San Francisco Bay area. 24 Hour Fitnesses in Fremont, Livermore, Walnut Creek and Hayward will receive new state-of-the-art cardio and strength training equipment, new flooring and lighting. New turfs for group exercise zones are coming as well.

“Over the last 12 months, we’ve worked diligently to identify clubs whose performance and attendance represented a new opportunity to better serve our members,” said Karl Sanft, CEO at 24 Hour Fitness. “We want to invest in those clubs to not only better serve our members, but to make these gyms stronger resources for an even larger community as they work out, connect, and thrive.”

A few sites will also feature murals depicting the Bay Area’s unique culture and identity by award-winning artist Chris DeLorenzo. 

“While fitness can be a personal pursuit and bring growth and fulfillment to individuals, my aim with this mural is to celebrate the unique energy and diversity of the community that sustains and motivates us,” said DeLorenzo. “Its composition is a reminder that there is a space for everyone in this place and outside it.”

Re-Committing to the Bay Area

24 Hour Fitness locations in San Francisco are no longer open 24 hours, a move that was first reported by SF Gate. A 24 Hour Fitness spokesperson told the publication that the decision came after analyzing “usage patterns” in the area. At least several of the brand’s gyms in other parts of the country also feature closing times.

The gym chain closed a handful of San Francisco Bay Area gyms after the gym chain filed for bankruptcy in 2020 amid the pandemic and closed over 100 locations. 24 Hour Fitness currently has nearly 300 gyms established across 11 states.

Gyms outside the Bay Area in the Western U.S. will also see investment and club improvements in the coming years, 24 Hour Fitness said. 

Riding the Longevity Wave

24 Hour Fitness will also upgrade its catalog of group fitness classes with two new offerings via a partnership with SH1FT Fitness, a brand that creates low-cost, high-quality bespoke programs for gyms. 

Modus Mobility is an active recovery class featuring functional motion training and stretching to help users enhance their performance inside and outside a gym environment. The class features a blend of science-backed techniques in mobility, flexibility and stability to stretch and strengthen muscles. 

Modus Move focuses on the bigger picture, addressing longevity rather than helping users feel more immediate effects. This class concentrates on stability, neuromuscular activation and general athleticism for anyone who wants their body to “feel good” and “move well” in the years to come, according to SH1FT.

“These classes have been meticulously designed around the latest scientific research to deliver real change to our members,” said Mike Heim, senior manager of programming and education at 24 Hour Fitness. “Longevity training or ‘fitness for life’ is an area that is far too underserved in group exercise – but it’s incredibly important to us at 24 Hour Fitness.”

Both classes keep users guessing with an eight-week cycle featuring different workouts. 24 Hour Fitness members who can’t attend classes in person can still do so from afar via the 24GO member App.

The post 24 Hour Fitness Invests in West Coast Clubs, Adds Longevity Classes appeared first on Athletech News.

Major big-box gyms and health clubs including Planet Fitness, Life Time and Crunch Fitness experienced increased year-over-year visitation numbers nearly every week from January 2024 to April 2024, according to a new report.

Behind the encouraging findings for the fitness industry is Placer.ai, a software company that leverages location intelligence and foot traffic insights. Along with Planet Fitness, Life Time and Crunch Fitness, Placer.ai studied Chuze Fitness, EōS, LA Fitness, Anytime Fitness and 24 Hour Fitness.

April was an especially hot month for fitness clubs, with Placer.ai finding that visits nationwide were up 4.4% year-over-year during the week of April 22, 5.7% during the week of April 15 and 6.3% during the week of April 8. All brands featured in the report experienced year-over-year visit growth in April.

Overall, the findings should encourage operators like Planet Fitness for the long term. This week, the fitness franchise reported adding nearly one million new members in the first quarter of 2024 — impressive but less than the ‘Judgement Free’ gym anticipated amid elevated cancellations likely driven in part by a transgender bathroom policy controversy.

It should be noted that the new Placer.ai report follows – and seemingly contradicts – a more pessimistic study the software company issued earlier this year which found that foot traffic to ten major fitness operators in January 2024 didn’t increase from January 2023.

Here is a breakdown of each fitness brand and its visit performance when compared to April 2023, according to Placer.ai:

EōS, Crunch in Growth Mode

Topping the list was EōS Fitness, a high-value, low-price (HVLP) gym that hit the one-million-member milestone last year and announced its intentions to open 250 gyms by 2030.

Following EōS is Crunch Fitness, which has 460-plus locations and has plans to increase its growth rate by 20-25% this year, according to CEO Jim Rowley. CR Fitness Holdings, the largest operator of Crunch Fitness franchise locations with 60 gyms, just announced a partnership with Dallas Cowboys quarterback Dak Prescott to grow the brand even more.

Lingering at Life Time

There was also a strong association between visit frequency and duration, as brands with frequent gym-goers saw higher engagement in the form of more extended visits. 

It’s a category that luxury brand Life Time is leading, with 43.3% of visits lasting more than 90 minutes. The athletic country club operator has invested heavily in delivering a top-notch experience for its members, who may linger at Life Time for pickleball, spas, personal training, small group classes and pools. 

Low & High-Priced Facilities See Success

On the pricing front, Placer.ai inferred an appetite among fitness consumers for various pricing options, finding that visits to premium operators like Life Time and lower-priced clubs such as Planet Fitness climbed or remained stable over the study period.

Planet Fitness, which has maintained a $10/month base membership for nearly 30 years, is finally raising its price to $15/month beginning this summer for new members.

For its part, Life Time’s average monthly dues are now $186, up 12.7% from Q1 2023. Despite the high price tag and an inflationary environment, Life Time has seen memberships increase by 5% year-over-year from 2023 and has waitlists at many of its high-end facilities. 

View the full Placer.ai report cited in this article here.

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Any gym or health club investing in marketing knows that it can often feel like casting a wide net only to yield a few fish. Perhaps the prime fish aren’t swimming in the exact area where you’ve dropped the net, or maybe those near your line aren’t hungry, resulting in wasted time and resources. But how can fitness brands correct this?

With the most robust data set in the industry, AI integration, first-party modeling, and an elite digital marketing team, ROR Partners can identify with incredible accuracy individuals who are about to make a fitness decision and consider joining a nearby club, thereby eliminating those who aren’t “hungry” or gathered near your net.

ROR – which stands for Return on Relationships – was formed in 2020 by the former CMO of 24 Hour Fitness, Tom Lapcevic. and Greg Dowd, President (Local Division) of one of the largest data aggregators in the world, Epsilon.

With data from 262 million Americans in hand, the ROR founders hand-picked a team of elite data engineers, highly practiced marketing executives from top global agencies, and health club owners with years of industry experience who collectively have built the most successful performance marketing company in the fitness and active lifestyle sector. 

“It’s the unmatched comprehensive amount of data we have combined with the team that’s in place to maximize and utilize that data that sets us apart,” said Steve Ayers, Senior Vice President of Business Relationships. “No other digital engine in the fitness space has this.”

Data Makes the Difference: Inside ROR’s Approach

ROR’s “HUB” of data – what they refer to as their identity spine – consists of over 262 million U.S. adults with over 700+ Demographic/Socioeconomic attributes.

When working with a health club, ROR takes that club’s client data, such as member name, club activities, etc., cleanses it and pins it to the spine. Proprietary modeling then uses client data, third-party data, and established algorithms to create precisely defined marketing trade areas within each advertising platform. This means a club’s net won’t be cast in the wrong area and the line won’t be dropped near non-interested fish.

“Traditional media platforms will define a targeted marketing area such as a three-to-five-mile radius around your club’s zip code,” said Ayers. “But if your club is located next to a mountain that prohibits easy access, you’re wasting the dollars and efforts focused on that area. ROR’s rich data pinpoints direct pockets of target audiences – people who can easily access your club, and based on our predictive scoring model, who are also displaying the desire to join a club.”

In short, ROR effectively scales down geographically, demographically, and with optimal activation across hundreds of channels to reach prospects at the right time, on the right channels, and with the right messaging.

“ROR’s precise audience targeting has had a huge impact on conserving our paid media budget,” said one ROR client. “Our ROR audiences perform as well as retargeting audiences because they are so finely tuned.”

Putting AI to Work – Differently

When it comes to ROR’s use of AI, Ayers says they work a bit differently than other firms. 

“First, we only lightly use AI to generate ads and perform creative testing. We use AI heavily for the data mining and operational outputs,” noted Ayers. “The platform ingests billions of data points to build these incredibly targeted audiences, so our clients aren’t spending time and money marketing to those who are not interested, or those on the other side of the mountain. This yields phenomenal overall results.”

Ayers goes on to explain that ROR is developing AI solutions daily that will unveil additional critical data for health clubs.

“With our forthcoming enhancements around natural language AI, we will soon be able to run variances among data points that will tell us why one club is not performing at the same rate as another club,” he said.

The Right People in the Right Place

Asked what makes ROR stand out even further, Ayers pointed to the carefully curated team, including several highly experienced fitness industry executives.

“Anyone can pull data, but if the individuals looking at it don’t understand the fitness space, it’s a lost effort,” he said. “You need people with deep experience in the industry who can help apply it.”

“They ask a lot of questions and turn over every rock,” said another ROR client. “The ROR team loves to geek out with clients – exploring new ways to drive better results. I love their industry-specific knowledge that helps clients gain qualitative analysis for the data.”

In the end, Ayers believes that delivering exceptional value to clients is the only path to long-term success.

“That’s the real definition of Return on Relationships,” he said.

The post ROR Drives Real Growth for Fitness Brands appeared first on Athletech News.

IHRSA 2024 is set to invigorate the fitness and wellness industry, with the much-anticipated annual convention and trade show set for March 6 – 8 in Los Angeles.

IHRSA, the industry-leading health and fitness association, plans to reveal a major announcement before its March 6th keynote, which will be delivered by Mariana Atencio, an award-winning journalist and best-selling author of “Perfectly You: Embracing the Power of Being Real.”

After the announcement, the IHRSA Convention & Trade Show has a robust event planned, with over 350 exhibitors and 50+ sponsors, highlighting a wide range of products, services and solutions.

Atencio’s keynote, “The Power of Authenticity: Supercharge Your Career, Your Workplace Culture, and Your Happiness,” will be held on March 6 from 2:15 – 3:45 p.m.

The following day, Mark Mastrov, founder of 24 Hour Fitness and principal at New Evolution Ventures, will present “The Evolution of the Fitness Industry and the Road Ahead” on March 7 from 8:30 – 9:30 a.m.

Friday’s keynote, “Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect,” will be presented by Will Guidara, restaurateur and author of “Unreasonable Hospitality,” on March 8 from 9:00 – 10:00 a.m.  

“We are so excited about this year’s event with our special announcement on the first day prior to the keynote address, our three keynoters—two of whom are from outside the industry—more than 70 education sessions and panels, early morning workouts, and multiple networking events, one of the first of which is the kickoff party that starts at 7 p.m. on March 6,” said IHRSA president and CEO Liz Clark.

Attendees can expect to see some new faces at this year’s show, as people increasingly gravitate towards fitness and wellness.

“I’m excited about the number of new attendees that we see signed up for the event,” Clark said. “The latest numbers I saw, 65% of attendees are new to IHRSA, which shows we are reaching new audiences, and perhaps shows, too, that new people who want and need events like IHRSA are becoming a part of the industry.”

In addition to showcasing the best the industry has to offer, IHRSA is also hosting key advocacy sessions highlighting the efforts being made in healthcare and policy, including how the health and fitness industry can assist the nation’s armed services, a look at the advocacy work taking place in Washington, D.C. and across the nation, and the fusion of healthcare and health clubs as the industry looks to the future. 

“From emerging trends to matters concerning our nation’s military, it’s imperative for our industry to actively engage in shaping public policy responses,” said Mike Goscinski, vice president of government affairs for IHRSA. “Our sessions at IHRSA 24 offer just a glimpse into the extensive work we are undertaking in Washington, D.C., and within statehouses nationwide.”

The advocacy session schedule is as follows:

Working Toward Healthcare Reimbursement: The Right Way

Wednesday, March 6, 9:00 – 10:00 a.m. in room 409A

Military Readiness Panel Discussion | Preparing Our Communities for Active Service

Wednesday, March 6, 10:30 – 11:30 a.m. in room 409A

Sharing Your Voice

Wednesday, March 6, 4:00 to 4:45 p.m. in room 405 

Harmony in Health: The Intersection of Healthcare and Health Clubs

Thursday, March 7, 2:30 – 3:30 p.m. in room 404A

Visitors can learn more about IHRSA’s work to support the health and fitness industry through advocacy, research and education at booth #2416.

IHRSA 2024 Events & Highlights :

Wednesday, March 6:

• REX Leadership Panel, 9:00 am
• The State of the Fitness Consumer, 1:00 pm
• High Potential Leadership and Rising to the C-Suite, 1:oo pm
• Women’s Leadership Summit panel on Conflict to Collaboration—The Conversation Women Need to Have, 5:00 pm
• IHRSA Kick-Off Party, 7:00 pm

Thursday, March 7:

• Actionable Leadership For Everyone, 1:00 pm
• 27th Annual IHRSA Financial Panel, 1:00 pm
• The Convergence of Fitness and Pharma, 2:30 pm
• Networking Event, 4:00 pm

Friday, March 8:

• Elevating Personal and Business Identity: A Holistic Approach, 11:00 am

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Jazzercise has bolstered its leadership team with a longtime fitness executive, naming Bobbi Quick as president. Quick along with Jazzercise CEO Shanna Missett Nelson combine to give the global dance fitness company over 30 years of experience, positioning the brand as an adept, female-led business for years to come.

“Bobbi’s extensive experience and knowledge of both the fitness industry and hospitality make her a huge asset to Jazzercise,” Nelson said. “I could not be more excited to partner and realize our shared goals. Bobbi has already made significant contributions to the company, and I’m thrilled to have her as the newest member of the Jazzercise family.”

Before coming aboard at Jazzercise, Quick held leadership positions with brands such as 24 Hour Fitness, The Bay Club Company, and EoS Fitness. Her titles included corporate director of fitness operations, vice president of member and club services and chief experience officer. She spent her initial 10 months at Jazzercise as the company’s chief revenue officer.

“Jazzercise has a rich history as a long-standing innovator in the fitness industry, and it is an honor and a privilege to be the new president of Jazzercise,” Quick said. “I am excited to collaborate with the talented team at Jazzercise and lead initiatives that drive growth, foster innovation, and strengthen our commitment to excellence that will last another 55 years.”  

With 1,668 global franchise locations and 6,419 franchisees, Jazzercise offers results-driven exercise programs focusing on building strength, stamina and confidence. Programs are accessible to anyone at any life stage, as they emphasize fun while combining calorie-burning dance cardio with strength training. 

With someone new in the driver’s seat, the time is now for Jazzercise to hit the ground running. Yelp predicted a boom in stretching, pilates and low-impact fitness classes for 2024. Searches for “Jazzercise” increased by 16%, along with several others related to similar workout modalities, the crowd-sourced business review platform noted.

The company also recently agreed to a partnership with tech provider ABC Fitness, marking the first time in Jazzercise’s 55-year history that the dance fitness brand will use an outside member management solution provider. Jazzercise will take advantage of ABC Glofox’s full suite of tools to administer various business functions such as sales and marketing, member engagement and retention, as well as payment processing, reporting and digital content.

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January typically brings a surge in fitness and health resolutions, with gyms bustling with new members and those recommitting. However, foot traffic to ten major fitness operators fell flat last month, with analysts attributing the decline to unfavorable weather conditions nationwide and increasing competition.

Placer.ai, a software company leveraging location intelligence such as anonymous cell data, examined traffic to leading fitness operators Planet Fitness, Xponential Fitness, Equinox, Crunch Fitness, F45 Training, Anytime Fitness, 24 Hour Fitness, Gold’s Gym, Fitness International and Ultimate Fitness Group.

Citing findings from the analysis, Bloomberg suggests that the sluggish start could indicate a challenging year ahead for fitness operators, with traffic having flattened from January 2023. In contrast, visits had risen more than 40% in each of the last two years at Equinox, Planet Fitness and Xponential Fitness, according to the publication. 

Planet Fitness, the largest listed fitness chain, typically adds roughly 400,000 members in January, and according to Bloomberg, is on track for its “second-worst quarterly sales growth since 2021.” The fitness operator has an earnings call scheduled for next week and has been transparent about exploring a price increase for its basic-entry White Card, which has remained at $10 per month for the last 30 years.

“$10 is not what it used to be 30 years ago, so we’re now experimenting with different price levels with the entry-level classic (White) card,” confirmed interim Planet Fitness CEO Craig Benson last month at the 2024 ICR Conference.

The fitness operator has been testing three White Card price points ($12.99/$15/$14.99/month) in 100 clubs, each with a matching control group. 

Intentions of a price increase may have led Planet Fitness to take a hit with its signup numbers, suggests Bloomberg, reporting that the fitness chain began advertising its standard $10/month promotion in mid-January. The publication cited a note from Stifel analyst Chris O’Cull: “We believe this was an indication the advertising campaign was not producing the desired results.”

Editor’s note: Planet Fitness told Athletech News it began its planned $10-per-month promotion in late December 2023, not January 2024 as originally reported by Bloomberg

Still, the big box fitness giant recently launched a media network for advertisers and is nearing 20 million members as it’s on a mission to continue attracting Gen Z and Millennials with its inclusive approach and budget-friendly prices. 

Xponential, a leading boutique fitness franchisor now pushing into the weight-loss medication market, touted increased membership numbers, studio visits and sales growth in 2023 during its participation at the ICR 2024 Conference and the Jefferies Winter Consumer Summit last month.

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IHRSA staged its second Fly-In & Advocacy Summit in Washington, D.C., on Monday as the fitness industry continues its fight for better legislation. 

Held in partnership with The Fitness Technology Summit, the IHRSA event saw over 60 fitness industry leaders descend collectively on Capitol Hill to encourage members of Congress to support the Personal Health Investment Today (PHIT) Act, which would allow Americans to use pre-tax money on healthy living activities like gym memberships, youth sports and fitness equipment. 

“More than 60 conference attendees and IHRSA members met on Capitol Hill with representatives, senators, and key staff members to deliver a unified message: The health and fitness industry is at the forefront of helping consumers improve physical and mental health, and by passing the PHIT Act, Congress can take a huge step to deliver this benefit to millions of families,” said Liz Clark, IHRSA president & CEO.

PHIT has received some bipartisan support already – the bill has 57 co-sponsors in the House of Representatives and 17 in the Senate, with a roughly equal number of Democrats and Republicans – but a significant amount of work remains to be done to move it into law.

During Monday’s event, which follows a previous IHRSA Fly-In & Advocacy Summit held this past May, fitness industry leaders broke up into smaller groups to meet with a specifically targeted selection of 60 legislators, those who’ve yet to throw their support behind the bill. 

“We did not meet with anybody who currently supports the bill,” Mike Goscinski, vice president of government affairs for IHRSA, a not-for-profit trade association representing the global health and fitness industry, told Athletech News after the event. “Everyone we met with today was to cultivate a relationship and build a new supporter for the legislation.”

The IHRSA Fly-In group consisted primarily of CEOs and other C-suite executives of some of the top health and fitness companies in the U.S., including 24 Hour Fitness CEO Karl Sanft, ABC Fitness CEO Bill Davis, Muv Brands CEO Joel Tallman, Chuze Fitness CEO Cory Brightwell, and Chelsea Piers senior vice president Greta Wagner. Other big-name brands in attendance included Crunch Fitness and Gold’s Gym.

“It’s the industry speaking with one unified voice,” Goscinski said of why the Fly-In is significant beyond just driving support for the PHIT Act. “That is a powerful, powerful tool.”

If passed, the PHIT Act would amend the IRS code to treat physical activity as preventive healthcare covered by allowable FSA/HSA spending, similar to items such as glasses and wellness-related over-the-counter products. It would allow individuals to use up to $1,000 per year and up to $2,000 for families for physical activity-related expenses.

Proponents of PHIT say the bill is an important and long-overdue step in ensuring that fitness becomes more economically accessible for American families. 

“We rarely hear people who disagree with the fact that physical activity should be accessible by all, and allowing Americans to use their hard-earned dollars towards preventative health measures through physical activity is something that continues to get support,” Goscinski said “It’s just a matter of finding the right way to get it across the finish line.”

While there might be reluctance on the part of some lawmakers to pass a bill that would cut down on certain tax revenues, Goscinski notes FSA and HSA funds have long been used for things like over-the-counter drugs. Pre-tax funds are also becoming increasingly accepted as a means of payment for consumer-oriented fitness and wellness products. Hyperice, for example, now accepts HSA and FSA funds for its massage guns and other high-tech recovery products.

“I don’t think at the end of the day if Americans were able to have tax-free access to fitness and health clubs, that they would stop spending money on band-aids or Tylenol and Advil,” Goscinski said. “What I do think, though, is the amount of people who become pre-diabetic and are putting a strain on the healthcare system and a financial strain on the United States government and the taxpayer will (decrease).” 

Al Noshirvani, who founded The Fitness Technology Summit and also owns Fitness Club Management, which operates health clubs across the Northeast, noted that fitness is an effective form of preventative medicine, so PHIT would likely save money on healthcare costs in the long run. 

“One of the data points that we shared with the legislative folks that we met with was that for every dollar of preventive medicine that is spent on things like physical activity, that results in a $3 savings in long-term sick care,” Noshirvani told ATN. “It’s a big number (in total), so this is a very defensible bill from a spending perspective, which is typically the pushback that you get on this bill.”

While PHIT may seem like a common-sense solution in America’s fight against rising obesity rates and healthcare costs, things are rarely that straightforward in Washington. 

Originally introduced in 2018, PHIT was passed by the House of Representatives but Congress adjourned before the Senate could vote on the bill. In March 2023, Representative Mike Kelly (R-Pa.) and Senator John Thune (R-S.D.) reintroduced PHIT in the House and Senate. Representative Jimmy Panetta (D-Calif.) and Senator Chris Murphy (D-Conn.) have supported the bill, giving it a bipartisan base.

While the PHIT Act is just one component of a larger “package” of legislation and policies IHRSA and its members are hoping to push through to make physical activity more affordable and accessible for Americans, Goscinski says the organization’s main focus right now is on getting the bill past the finish line.

“Right now it’s something we see as a huge opportunity to get passed and that we have a great shot at doing this year,” he said.

If you’re interested in joining the fight to pass the PHIT Act, click here to send a message to your elected official

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24 Hour Fitness has added two new California locations in Roseville and Irvine that boast boutique wellness offerings including infrared saunas, a cold plunge pool and yoga, providing members with a well-rounded health and wellness experience that goes beyond traditional fitness.

The addition of the California clubs brings the total number of 24 Hour Fitness gym locations to 280 across 11 states, with both gyms opening this month. The fitness company recently celebrated its 40th anniversary this summer.

The two new California locations represent the company’s latest vision of holistic fitness. 24 Hour Fitness will combine strength, cardio, basketball and aquatics with restorative offerings like yoga, sauna, cold plunge and mobility training in the two latest locations.

“We’ve worked diligently over the last 40 years to grow and serve our members,” said 24 Hour Fitness CEO Karl Sanft. “As we move together into the future with a new definition of fitness, one that includes mental as well as physical elements, we want our clubs to reflect that growth. These two clubs represent the kinds of services we want all our members to enjoy as they set their fitness goals and build their best lives.”

The Roseville and Irvine clubs will feature infrared saunas, yoga for restoration and recovery, as well as Modus mobility training, self-directed exercise areas and 1:1 personal training and coaching. The Roseville location features the company’s first cold plunge pool, as well as an Olympic training rig and TRX suspension training. 

Cold plunging has become one of the leading recovery and wellness trends this year, with proponents touting its numerous benefits, such as improved mental health and performance, increased metabolism and muscular recovery. Like cold water therapy, heat is another popular way for wellness enthusiasts to relax and recover, with infrared saunas garnering attention from Jennifer Aniston and Gwyneth Paltrow.

“Our most recent club openings represent our new perspective on holistic fitness, an approach that values movement, recovery, mindfulness, and proper fuel, as much as physical training,” a 24 Hour Fitness spokesperson told Athletech News. “Whether in our app, our clubs or our partnerships, we want to deliver this vision to our members all across the U.S.”

The Irvine location opens Aug. 5, and the Roseville club will open Aug. 12.

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