As 2025 approaches, it’s a time for reflection. Here are some of the key mergers and acquisitions that have shaped the fitness, wellness, nutrition, and technology sectors this year:

Gyms & Studios

The fitness and wellness industry witnessed one of its biggest merger deals in history earlier in 2024, with fitness franchise Orangetheory Fitness and Self Esteem Brands (the parent company of Anytime Fitness) leading the way. The two entities are now under newly formed holding company, Purpose Brands, which is led by former Topgolf CEO Tom Leverton.

Genesis Health Clubs, a privately-owned health club operator, strengthened its presence this year after acquiring The Atlantic Club, giving Genesis a presence in the East Coast fitness market.

LA Fitness, meanwhile, acquired XSport Fitness in 2024, bolstering its footprint in New York, Chicago and Virginia with 35 gyms that will be rebranded under one of Fitness International’s (the parent company of LA Fitness) four brands.

Similarly, Virginia-based Acac Fitness & Wellness centers scooped up La Maison Health & Fitness, a family-owned fitness club that served Pennsylvania residents.

In October, World Fitness Services (WFS), the parent company of World Gym Taiwan, moved to acquire Los Angeles-based World Gym International, handing WFS total control of the entire World Gym network and positioning the brand for more global expansion.

Urban Gym Group (UGG) also joined the action, acquiring Sparring Partners Holdings, owners of the London-based boutique gym brand Gymbox, while 26North made a successful play for Onelife Fitness.

Rounding out 2024 is PureGym, a leading U.K. gym operator that beat out Planet Fitness to acquire 67 Blink Fitness gyms in New York, New Jersey and Pennsylvania. The gyms will be rebranded under the PureGym label in 2025, and a franchising model could be on the horizon.

Fitness Equipment

There’s also been considerable activity outside of the brick-and-mortar M&A space. FitLab, the multi-brand performance lifestyle company behind Nike Studios, acquired both equipment manufacturer Assault Fitness and performance equipment and apparel brand RPM Training this year after securing $65 million in strategic financing from Atlas Credit Partners.

Fitness equipment leader Echelon is advancing its efforts in recovery following its acquisition this year of ThriveX, known for its advanced recovery solutions such as cold immersion therapy systems, smart hybrid saunas and compression boots.

Fitnessmith also made a bold move to secure Gym Source USA’s commercial equipment, maintenance, and service divisions.

Apps

In the app space, Outside Inc. acquired MapMyFitness from Under Armour as it looks to scale its digital platform in the outdoor and active lifestyle realm, while TrainingPeaks bought virtual cycling platform IndieVelo.

Corporate Wellness/B2B

Corporate wellness is set to boom following deals by fit tech leader EGYM, which purchased FitReserve, a U.S.-based studio and gym network. HealthFitness, a Trustmark company, also just acquired Corporate Fitness Works (CFW), an on-site and virtual fitness management solutions provider that manages 70 corporate fitness centers.

Smart ring maker Oura recently acquired software company Sparta Science to advance its B2B offerings.

Nutrition & Supplements

PepsiCo scooped up Siete while Gen Z-favorite Ghost, a sports nutrition brand, was acquired by food and beverage giant Keurig Dr Pepper.

The deal-making continues, as Pure Protein owner 1440 Foods acquired protein bar brand FitCrunch last month as “better-for-you” food and beverage options gain steam among health-conscious consumers. 

While it remains to be seen what 2025 has in store, the bigger question may be who will be the next to announce a deal.

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The Amenity Collective, a provider of facilities management services across the aquatics, fitness and recreation industries, has acquired Advantage Sport & Fitness (ASF), a top distributor of fitness equipment for brands including Precor, Peloton, Escape Fitness and Power Lift, the sides announced.

With the deal, Advantage Sport & Fitness will become part of LIVunLtd, an Amenity Collective entity that provides facility management, fitness equipment, programming and consulting services. LIVunLtd now becomes North America’s largest distributor and servicer of fitness equipment, according to the Amenity Collective. 

“We’re thrilled to partner with such a talented, high-performance team of great people and business professionals,” Amenity Collective CEO Brian Sheehan said of the acquisition. “Now, as North America’s largest fitness distributor, we’re eager to combine our resources and decades of experience to create added value for stakeholders, additional opportunities for our team members, and continue delivering the exceptional service our clients rely on.”

Financial terms of the deal weren’t disclosed.

Founded in 1987, the Ithaca, New York-based Advantage Sport & Fitness serves as the exclusive distributor of Precor equipment on the East Coast of the United States, and also represents brands including Peloton, Escape Fitness and Power Lift. ASF also provides facility design and equipment selection services.

Last month, ASF expanded into the New England region, giving it a presence in states stretching from Maine to Florida. The brand serves clients in sectors including multi-family housing, high school and college athletic facilities, hospitality fitness centers, country clubs, and personal training/boutique fitness studios. 

“Our vision has always been to build an enduring, great company, and this partnership with The Amenity Collective and LIVunLtd ensures that vision continues to be our reality,” ASF president, founder and co-owner John Murray said of the deal. “After nearly 40 years of hard work and dedication, this milestone represents not just our growth, but the remarkable contributions of those who have been part of our journey.” 

“Alongside my partners, John Pfuntner and John Marcotte, we are proud to remain actively engaged, guiding our clients and team members through this exciting new chapter while upholding the service excellence that has always defined Advantage Sport & Fitness,” Murray added. 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Full Steam Ahead for barre3

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

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

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

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

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

More To Come?

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

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

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

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CR Fitness, a leading Crunch Fitness franchise group, is expanding its empire, acquiring two New York Sports Club – Around the Clock locations in Fort Myers, Florida. 

CR Fitness will rebrand the two NYSC clubs into Crunch Fitness locations – Crunch Six Mile and Crunch Boy Scout. The rebrand will include significant investment, outfitting the facilities with state-of-the-art equipment, group fitness offerings and Crunch’s famous HIIT Zone area. 

“We are thrilled at the opportunity to invest millions of dollars into these gyms and transform them into the Crunch Fitness brand and model,” said CR Fitness CEO Tony Scrimale. “Members will have access to high-quality equipment, a variety of unique fitness classes, and exceptional trainers. We are ecstatic to continue our vision of growth and success for CR Fitness”

Led by Scrimale and a team of fitness industry vets, CR Fitness has become Crunch’s biggest franchisee by unit count, operating 65 locations across Florida, Georgia, North Carolina and Texas, with new locations planned for Tennessee and Arizona. 

Backed by private equity firm North Castle Partners, CR Fitness is eyeing 100 Crunch gyms nationwide by 2026.

Crunch Fitness itself has become one of the world’s fastest-growing high-value, low-price (HVLP) gym chains, driven by a spate of well-capitalized franchise groups like CR Fitness. Recently, other Crunch franchise groups have received PE investment to expand their gym portfolios in regions including the Southeast, Midwest and Southwest.

As of early 2024, Crunch had around 2.5 million members across 460-plus gyms in the U.S. as well as Australia, Canada, Costa Rica, Portugal, Puerto Rico and Spain. Under CEO Jim Rowley, the brand is plotting further expansion both domestically and internationally.

The acquisition marks a downsizing for New York Sports Club, which last year announced plans to rebrand its gyms across the country under the singular “New York Sports Club” name, jettisoning regional monikers like Philadelphia Sports Clubs, Washington Sports Clubs and Around the Clock in Florida. 

Current New York Sports Club – Around The Clock gym memberships will be automatically rolled over to Crunch Fitness when the Six Mile and Boy Scout locations open, CR Fitness said. 

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Fitness International, operator of LA Fitness and several other gym brands, has acquired XSport Fitness in a move that will expand Fitness International’s presence in New York, Chicagoland and Virginia as it assumes 35 XSport gym locations. 

Speculation had swirled for weeks surrounding the deal, which will see Fitness International investing in the newly acquired XSport Fitness gyms and rebranding them under one of its four brands. 

The XSport Fitness website is no longer running, instead directing users to LA Fitness’ site.

Along with LA Fitness, Fitness International operates Esporta Fitness, City Sports Club and Club Studio. 

“We are proud to add XSport Fitness’ facilities to our nationwide network of health clubs,” said Fitness International club operations president Jill Greuling. “This expansion solidifies our position as one of the largest privately-held health club operators in the United States and provides the opportunity to bring our best-in-class fitness experience, with the widest range of amenities and the friendliest service at an affordable price, to more people across the country.”

In an email to XSport Fitness club members, the gym brand announced that it had decided to exit the health and fitness club business and would transition its clubs to LA Fitness effective July 16, 2024. Fitness International is honoring all active membership agreements and their specific club-access privileges. 

Gym Consolidation Takes Hold

The XSport Fitness acquisition mirrors other moves made in recent months.

Virginia-based acac Fitness & Wellness Centers struck a deal this spring for La Maison Health & Fitness, a family-owned fitness club in Philadelphia, growing acac’s portfolio to 14 clubs.

Genesis Health Clubs, having long eyed the New York market, finally made good on its quest to make its mark on the Empire State, acquiring two Saw Mill Clubs locations in Mt. Kisco, New York, along with a pair of Atlantic Club locations in New Jersey. The Kansas-based Genesis operates over 70 clubs across 11 states.

Chuze Fitness, a high-value, low-price (HVLP) California-based gym chain, expanded to the Florida market following its acquisition of Bailey’s Health & Fitness in 2023, giving Chuze 16 new locations in the Jacksonville area.

Group fitness has also seen similar deals, with 9Round Kickboxing Fitness securing all 56 iLoveKickboxing locations across the U.S. and Canada earlier this year.

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Eighteen Orangetheory Fitness studios in Orlando and South Florida have been acquired by Bluegrass Fitness, an affiliate of Manna Capital Partners, part of a deal that also includes a multi-year development agreement for Central and South Florida and marks Manna Partners’ first investment in the fitness sector.

Prior to Orangetheory Fitness, Kentucky-based Manna Partners has overseen the success of other franchise-based businesses, including several nationally franchised restaurant brands. 

“This exciting new partnership with Bluegrass Fitness and Manna Partners will continue to drive same-studio and new-unit growth for Orangetheory Fitness in the Orlando and South Florida markets, helping fulfill our mission of bringing ‘More Life’ to members throughout the region,” Orangetheory co-founder and CEO Dave Long remarked. “Our new partner’s culture, operations focus and long-term outlook aligns perfectly with our model for success.”

Kevin Attkisson, co-founder of Manna Partners and Bluegrass Fitness, noted that the fast-growing fitness sector is a prime area for expansion based on its substantial value proposition.

“With Orangetheory Fitness’ proven track record, national presence and focus on innovation, the brand stood out as an ideal fit for our company’s strategic vision,” Attkisson said of Manna Partners’ strategy. “We look forward to aggressively expanding our Orangetheory business through new unit development as well as strategic acquisitions.”

Earlier this year, the boutique fitness brand known for its heart rate-based interval training workouts merged with Self Esteem Brands, the parent company of Anytime Fitness, in an all-stock transaction that saw two of the world’s biggest fitness brands join forces.

Long, who has guided Orangetheory to over 1,500 franchised studios in 24 countries, recently spoke with Athletech News about OTF’s vision for the future, which includes leveraging technology to drive a more personalized experience for members while maintaining a human element. 

Long also identifies “prescriptive fitness” as a defining trend in the industry, where leading boutique fitness brands will need to offer data-driven workouts to support each member’s individual needs.

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Nutrition app Lifesum has acquired Lykon, a biomarker-based personalized nutrition company hailing from Germany, a move that Lifesum CEO Markus Falk calls a “game-changer.”

Lifesum users (65 million worldwide) will soon be able to validate their health with Lykon’s at-home biomarker testing, ensuring they are staying on track and maintaining healthy habits. 

“By combining Lykon’s biomarker testing capabilities with world-class software design, our users will gain unparalleled insights into their nutritional needs, metabolic type and overall well-being,” Falk said.

Lifesum, founded in 2013 by tech entrepreneurs in a bid to democratize healthy eating, counts high-profile employers such as Amazon, GE and PayPal among its corporate wellness partners.

As Lykon founder Tobias Teuber explains, biomarkers offer real answers beyond just weight, providing a deeper perspective on the state of wellness and progression. The company has raised €16 million ($17.2 million) in venture funding since its launch in 2018.

“Combining biomarkers with innovative technology enables personalized supplements and coaching to truly empower people to take care of their health,” Teuber said. “Joining forces with Lifesum allows us to provide consumers with unparalleled insights (into) their health. Our shared vision to improve health and well-being through a personalized approach makes it possible to leverage our offerings at scale.”

Last month, Lifesum highlighted a growing concern following a survey of 5,000 individuals: one in six U.S. employees consider themselves addicted to ultra-processed foods. Aside from the impacts of ultra-processed foods (such as packaged baked foods, sugar-based cereals and ready meals) on mood, energy and cognitive function, such foods in this group are associated with a higher risk of cardiometabolic issues, according to one study. 

Lifesum Eyes ‘Advanced Wellness’

The healthy eating platform has launched several initiatives in the last year, including hormonal meal plans and safe fasting plans, but Falk says the Lykon deal defines the next chapter.

“This is more than an acquisition; it marks the next important stage in Lifesum’s transformation into an advanced wellness platform,” he said. “Through this transaction, we can integrate Lykon’s pioneering technology to revolutionize our service and value delivered to our users.”

Biomarker Testing on the Rise

Biomarker testing is on its way to becoming as commonplace as dumbbells in gyms. In recent months, Equinox and Fitness SF have both announced intentions to offer members biomarker testing, using the results to inform and hyper-personalize training.

Companies like Biostarks, which offer self-collection biomarker test kits, are already laying the groundwork, targeting gym owners to provide members with recommended dietary regimes, fitness routines and lifestyle improvements based on biomarker results. 

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Echelon has acquired ThriveX, signifying that the emerging fitness equipment brand is bullish on the recovery space.

ThriveX is known for its advanced recovery solutions such as cold immersion therapy systems, smart hybrid saunas and compression boots and is a leading contender for Beyond Activ’s Startup of the Year award.

A spokesperson tells Athletech News that Echelon will take over all of ThriveX’s recovery products and bring them under the brand’s umbrella so Echelon can begin offering a more end-to-end fitness and recovery experience. An announcement on Echelon’s website states that the recovery technology products will soon be available.

“In 2017, Echelon Fitness was founded to address an unmet, rising market need – smart fitness, available across all price points, to consumers looking for a technology-driven omnichannel solution, community, accessibility and convenience,” Echelon CEO Lou Lentine remarked. “Our investment proved correct as we have soared to become a leading player in the global fitness industry. 

ThriveX, which launched last June in Singapore and reported over $600,000 in sales within months, has since expanded its reach to the U.S., UAE, India, Thailand and Russia. The recovery tech brand has served as the official recovery sponsor for Hyrox, Spartan Race and Virgin Active.

Echelon’s acquisition of ThriveX comes as the business of recovery is booming and becoming commonplace with everyday fitness enthusiasts — and not just pro athletes.

“Once again, we are ahead of the trend, understanding that an end-to-end fitness experience requires prevention and recovery,” Lentine said.

“This is an acquisition driven by a rising marketplace opportunity and smart growth values,” he added.

Fitness brands of all sizes, from big box gyms to boutique studios, are investing in recovery. F45, the Mark Wahlberg-backed functional fitness brand, is eyeing the space, as is Blink Fitness, which has earmarked recovery as part of a multi-million investment into its most high-trafficked gyms, adding recovery technology from Hyperice and WellnessSpace Brands for its members to enjoy.

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Volt Athletics, an AI-powered performance training platform, has made a significant step into the world of holistic wellness, adding a mental health component following its acquisition of Zama Health. 

The deal sees Zama Health founder and CEO Brendan Sullivan join the Seattle-based fitness tech company as general manager of athlete wellbeing.

Merging fitness and tech has led to the best of both worlds, with Volt Athletics‘ training app providing expert guidance to all — whether it’s everyday fitness enthusiasts, NCAA Division 1 or pro team athletes, or those serving in the military and law enforcement looking for a tactical edge.

Compatible with iOS and Android, the personalized workouts are created by Volt’s NSCA-certified strength and conditioning specialists, ensuring sustainable progress. The app provides training videos and step-by-step directions and allows users to give feedback that informs training.

With the addition of Zama Health, Volt will now go beyond the physical. Zama’s tech platform will initially operate as a “distinct service” within Volt. An integration of both technologies is planned, although a timeline has yet to be defined, Volt tells Athletech News.

Zama’s app offers users self-guided modules on mental health, nutrition, sports psychology, clinical support for affiliate members, local wellness resources, self-care exercises and reminders and an opportunity to connect anonymously with like-minded peers.

“Zama Health will add a much-needed layer of mental health support for our Volt Family of coaches and athletes,” said Dan Giuliani, co-founder and CEO of Volt Athletics. “We aim to support the development of the entire athlete and to empower coaches to better assist their athletes through practical resources and education.”

The athlete-centered mental health and wellness platform received early investments from Techstars and One Mind and has developed an expert advisory board that includes Jen Huberty, former head of science at Calm and Gene DeFilippo, who served as athletic director for Boston College and Villanova. 

Giuliani, a certified strength coach who has taught sport performance at the University of Washington, co-founded Volt in 2013 alongside Trevor Watkins, an IT professional who was captain of the Pepperdine men’s lacrosse team.

DeAndre Yedlin, investor and pro soccer player for FC Cincinnati and the US Men’s National Team, shared excitement about Volt and Zama joining forces.

“Combining physical training and mental wellness is critical for athlete performance, health and well-being,” Yedlin said. “As an investor in both companies, I’ve seen firsthand the impact they have on athletes worldwide and can’t wait to see what they are able to do together.”

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La Maison Health & Fitness, a family-owned fitness club serving the Main Line neighborhood of Philadelphia, has been acquired by Virginia-based acac Fitness & Wellness Centers. The facility will soon be rebranded under the acac name.

The move gives acac 14 clubs in Virginia, Pennsylvania and South Carolina.

“We’re thrilled to be part of the vibrant and active Main Line community,” said acac CEO Chris Craytor. “Our plan is to improve the member experience in the form of new equipment, system upgrades and cosmetic enhancements.”

Current La Maison members will be able to upgrade their memberships and access acac’s other nearby health and fitness facilities in West Chester and Eagleview, Pa.

“We are excited that the 40-year legacy of La Maison Health & Fitness will continue under the ownership of acac, another family-owned fitness organization,” said Stephanie Sposato, president of La Maison.

Sposato took to social media to follow up on the news of the deal, assuring members that La Maison staff have been welcomed into acac’s operations.

“We feel that acac will keep the family feel that we have while taking the gym to the next level,” she said in a video. “You’re going to be in such great hands.”

Similar to acac’s offerings, La Maison provides members with a full scope of health and wellness services such as cycling, yoga, barre and aquatic classes, personal training, fitness programs for kids, health and nutrition coaching, recovery and physical therapy services and a shake bar. Acac locations also offer medical wellness programming.

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Thorne HealthTech, Inc., a personalized health and wellness solution provider, has entered into a definitive agreement to be acquired by L Catterton, a consumer-focused investment firm with stakes in many fitness and wellness companies. The transaction is valued at approximately $680 million.

L Catterton will commence a tender offer to acquire all outstanding shares of Thorne’s common stock for $10.20 per share in cash. Thorne’s special committee and board of directors have approved the agreement.

Thorne’s science-first approach to wellness uses AI models to offer personalized data, products and services such as at-home health tests and wellness supplements, so consumers can maintain their health.

The deal is expected to be completed in the fourth quarter of 2023. After the transaction closes, Thorne will become a privately held company and its common stock shares will no longer be listed.

Paul Jacobson, co-founder, chairman and CEO of Thorne, commented that the transaction marks the beginning of an exciting new chapter for the company. 

“For over a decade, we have worked tirelessly to deliver on our mission to bring science-based solutions to the prevention space and empower consumers to live healthier lives longer,” Jacobson said. “L Catterton has an impressive track record of fostering the growth and success of leading global consumer brands. Together with their deep expertise in the health and wellness industry, global reach, and extensive operational capabilities, I am confident L Catterton is the right partner to fuel Thorne’s long-term growth.”

L Catterton’s portfolio spans over 250 investments, with a concentration in the wellness and fitness sector. The firm has invested in boutique fitness brands such as CorePower Yoga and Pure Barre as well as major industry players including Peloton, Hydrow, Tonal, ICON Fitness and ClassPass.

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Chuze Fitness, a family-owned and operated health club chain launched in Carlsbad, California, is going bi-coastal with the acquisition of Florida-based Bailey’s Health & Fitness. 

Chuze Fitness has 44 locations across the western U.S. and felt a sense of camaraderie towards Bailey’s, which has 16 locations in the Jacksonville area and has been a fixture in its community for over 40 years. 

The deal signals the next growth phase for Chuze, which was founded in 2008 and now has locations spanning Colorado, California, New Mexico, Arizona, Texas, Florida and Georgia. 

Chuze offers memberships starting as low as $9.99 a month depending on location, and markets itself as offering high-quality equipment and amenities despite its low price tag.

Both fitness Chuze and Bailey’s are family-owned and operated, and when Cory Brightwell, co-founder and CEO of Chuze Fitness, met David and Darryl Bailey eight years ago, they realized they had the same goals in delivering a welcoming and member-first fitness experience. 

“We shared a philosophy of investing in our team and culture to create the best member experience,” said Brightwell. “We are thrilled to have entered into a mutually beneficial partnership and look forward to integrating our teams and continuing to bring the best fitness experience to the Jacksonville community.”

The owners of Chuze and Bailey’s have worked together for several years, sharing best practices and building relationships while also forging a friendship.

“After serving Jacksonville and the surrounding communities for over 40 years, the decision to sell was very difficult,” said David Bailey, owner of Bailey’s Health & Fitness.

“We wanted to find a fitness company that shared the same values that our brother Don had when he started his first gym in the Arlington area in 1981,” Bailey said. “Having known the CEO of Chuze Fitness, Cory Brightwell, for the past eight years, my brother Darryl and I knew that Chuze was the right company to continue the legacy that Bailey’s has built.”

Bailey added that Chuze values its employees and engages in the communities it serves, so he is excited to see the investment and growth plans for the area. 

“It will help engage more people in a healthy and active lifestyle,” Bailey said. “We want to thank all our employees and members who have given us such great support and we want to let them know they are in good hands with Chuze Fitness.”

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EōS Fitness has boosted its footprint with the acquisition of Texans Fit, a Houston-based gym chain founded by the Houston Texans and fitness company M6 Football, owned by Mark Mastrov, co-founder and former CEO of 24 Hour Fitness. 

EōS, a national fitness brand headquartered in Dallas, Texas, now has 75 open gyms as a result of the deal in the Lone Star State. 

The purchase price was not disclosed and the Texans Fit website has already been rebranded to EōS Fitness.

Rich Drengberg, EōS Fitness CEO, says the acquisition is part of EōS’ expansion plans in new and existing markets throughout 2023. Drengberg confirmed that EōS Fitness is expected to launch over 15 additional locations this year, with a Houston-area gym slated to open its doors later this month in Spring, Texas. 

“It has been a pleasure to work with fitness industry veteran Mark Mastrov on the acquisition of these five Texans Fit locations,” Drengberg said of the deal. “This move helped solidify our aggressive momentum and accelerated the growth of EōS Fitness in the Greater Houston area and in Texas overall.”

Texans Fit’s gym-level employees were given the opportunity to remain employed through EōS Fitness following the deal. Each club will be rebranded to EōS Fitness, and the fitness company is currently assessing potential upgrades and renovations, according to Silicon Valley Journals. 

Looking ahead, EōS Fitness plans to expand its footprint in new states, with 100+ gyms anticipated to open through 2028. Texas will be a concentrated focus, with the acquisition of Texans Fit supporting EōS’ plan to open over 50 new gyms in the Houston area and the Dallas-Fort Worth Metroplex over the next five years.

While Texans Fit has been acquired, ten other NFL fitness centers remain

Although Texans Fit has been absorbed by EōS Fitness, there are a handful of other NFL teams across ten locations that remain after partnering with Mastrov — Chicago Bears (Bears Fit) Cleveland Browns (Browns Fit), Kansas City Chiefs (Chiefs Fit), Dallas Cowboys (Cowboys Fit) and San Francisco 49ers (49ers Fit).

The fitness centers include standard workout equipment as well as sports turf, recovery lounges and group fitness classes, all with NFL branding and a professional training ethos. Some locations, such as Cowboys Fit in Texas, have a heated rooftop pool.

Brands have been able to generate additional revenue by connecting NFL teams to fitness gyms. NFL-themed fitness centers also have on-site pro shops that sell exclusive team merchandise for club members.

“If you think about NFL revenue streams, we have our broadcast, we have our ticket sales, we have our partnership revenue. Those are the tried and true revenue sources that all sports teams have focused on during the past 20 or 30 years,” Moon Javaid, chief strategy officer of the 49ers, told Front Office Sports in 2020 of the decision to venture into the fitness space. “But what happens when you maximize all of those, so you are Top 3 in every category across the board? Do you spend all of your efforts trying to squeeze out another million? Or do you focus outside of the traditional revenue area to see if the brand extends past that?”

Opening NFL-branded fitness facilities has also given new life to vacant retail spaces and closed gyms. The first Chiefs Fit location, which opened in 2021, took over the space of a former Michaels craft store in an Overland Park, Kansas, shopping center.

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