PureGym has hit a new milestone in the U.K., opening its 400th gym this week in Plymouth Derriford, offering members 24/7 access and group fitness classes.

The leading gym operator — known for its budget-friendly, zero-contract membership — has opened 44 gyms in the U.K. this year and plans to open at least another 200 across the country in the near term. Earlier this year, PureGym acquired 15 sites from Carpetright, which are set to be converted and opened under its banner before the end of 2025.

“Since opening our first gym in Leeds in 2009 demand for high-quality, low-cost fitness has grown exponentially, with a gym membership moving from a ‘nice to have’ to a ‘must have’ for millions of people,” PureGym group chief operating officer Rebecca Passmore said. “We’ve embarked on ambitious expansion to meet this demand, investing in cities, towns and retail parks across the UK to provide greater access to affordable and flexible fitness facilities.”

PureGym is also set to expand in the U.S., having acquired 67 Blink Fitness sites in New York, New Jersey and Pennsylvania in a $121 million deal that will see the gyms rebranded under PureGym.

“It is worth noting that in paying $121 million, we believe this is a very good value for a portfolio of this nature, and we expect the deal to be very value-accretive for PureGym,” new PureGym CEO Clive Chesser said earlier this month. “And last, but by no means least, the strong foothold in New York, New Jersey and the scaled-up presence in the US as a whole clearly provides us with a platform for growth in the largest fitness market in the world.”

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The United States Bankruptcy Court for the District of Delaware has given Blink Fitness the green light to offload its corporate operations and New York and New Jersey locations to PureGym, one of the U.K.’s leading fitness operators, in a $121 million cash deal.

The court also approved the sale of Blink’s Chicago, Houston, and California gyms to an affiliate of JTRE Holdings LLC, although the agreement doesn’t include Blink’s franchised locations. Both deals are expected to close later this year.

“We are pleased to have reached another milestone in our sale process, and look forward to emerging an even stronger business, under new ownership that believes in the value of our mission,” Blink Fitness president and CEO Guy Harkless said. “We are excited to continue our work to position the business and various gyms for long-term success as we remain focused on providing members with an inclusive, community-focused gym experience. I’d like to reiterate my thanks to each member of Blink Nation, who go the extra mile every day, providing members with an elevated gym experience.” 

The Blink Fitness deal gives PureGym an edge at a time when demand for affordable gyms has intensified, especially among young fitness consumers looking for flexible hours and classes. Of particular note, high-value, low-price gym giant Planet Fitness reportedly submitted a last-minute bid for Blink Fitness after its initial offer was rejected due to antitrust concerns.

Since its 2009 launch, PureGym has grown to 600+ gyms, roughly 2 million members and already has a presence in the U.S. with three locations under the Pure Fitness brand. PureGym also operates corporate-owned locations in the U.K., Denmark, and Switzerland, as well as 20 sites under a franchise partner in Saudi Arabia and the UAE.

PureGym CEO Humphrey Cobbold noted that the fitness operator is looking forward to working with Blink Fitness to deliver a “fantastic fitness experience” for members.

“It is also the right moment to pay tribute to the PureGym team who have been involved in our acquisition of Blink Fitness,” he added. “In getting to this point our team has worked tirelessly over the last few months, with great professionalism and dedication, and I pay tribute to the role they have played in what is a transformational moment for PureGym in the USA.”

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Planet Fitness has made a last-minute bid to compete for Blink Fitness in a second attempt to seize the budget gym chain after its initial offer was rejected over antitrust concerns, according to CNBC.

Last week, U.K. gym operator PureGym won a bankruptcy auction for the Equinox-owned gym brand with a $121 million bid — a move that gives the U.K. gym operator a sizable portion of Blink’s locations in New York and New Jersey.

Planet Fitness, set to report its Q3 2024 earnings on Thursday, has proposed two offers to Blink Fitness, according to CNBC: a $142 million offer for Blink’s assets, provided Planet Fitness isn’t required to address antitrust concerns, and a $155 million offer that includes select regulatory filings.

A Delaware bankruptcy court is scheduled to consider Planet’s proposals on Wednesday.

Blink Fitness confirmed that it is continuing to evaluate bids submitted for its locations outside the Northeast, including its gyms in California, Illinois, Massachusetts, and Texas. The gym brand had filed for bankruptcy in August, although it noted that revenue had increased by nearly 40% over the last two years. Earlier this year, Blink Fitness had unveiled a multimillion-dollar investment to refresh 30 of its most frequented gyms.

Considered a top player in the U.K. gym scene, PureGym’s move to acquire Blink would give the company a meaningful presence and strong foothold in the New York and New Jersey markets, PureGym CEO Humphrey Cobbold said. The fitness operator already has a presence in the U.S. under the Pure Fitness brand, with three locations in the Washington, D.C., area.

“U.S. expansion has been an important part of our growth plan, which is why we actively participated in the Chapter 11 process and entered into an APA with Blink Fitness,” Cobbold explained. We have, over several months, spent a considerable amount of management time and resources getting to know the business, and the management team and have developed an excellent understanding of both its prospects and the opportunity it represents.”

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Equinox-owned Blink Fitness has reached an agreement with PureGym subsidiary Pinnacle US Holdings to acquire the affordable gym brand’s corporate operations and a substantial portion of its locations, primarily in New York and New Jersey, for a base purchase price of $105 million in cash.

The deal is subject to higher offers and court approval, although PureGym has been granted ‘stalking horse’ status ahead of an Oct. 28 auction. 

Just last month, Blink Fitness announced it voluntarily filed for bankruptcy and was exploring a sale. The low-cost gym operator had also secured a $21 million commitment from existing lenders to support its business during the process. One noteworthy point in light of the bankruptcy filing was the gym operator’s revelation that revenue had increased by nearly 40% over the past two years. 

Blink Fitness president and CEO Guy Harkless noted that the agreement marks an important step in the gym brand’s sale process.

“For many years, Blink has provided our members with an inclusive, community-focused gym destination,” Harkless said. “As we have worked this year to reinvigorate our most popular locations and elevate our member experience, we are encouraged by PureGym’s interest in the Blink business model and strategy and their belief in Blink’s mission to democratize fitness for all.”

Harkless, who joined Blink Fitness at the end of 2023, added that Blink is confident in its foundation as an affordable fitness brand and will provide a “strong base” for new owners to build upon – a sentiment shared by PureGym CEO Humphrey Cobbold.

What’s Next for Blink Fitness

Plans are also in the works for PureGym to invest in New York and New Jersey-area Blink gyms with facility upgrades.

“We have long admired Blink for the premium and affordable fitness experience that the team has delivered and their commitment to helping members improve their life through fitness,” Cobbold said. “This agreement to be the stalking horse bidder in the court-supervised sale process lays the foundation for PureGym to successfully expand its footprint in the U.S., supporting our purpose-driven mission to inspire a healthier world at an accessible price.”

Blink Fitness has over 100 locations throughout the U.S. The low-cost operator’s gyms in Texas, Illinois, and California are not included in PureGym’s agreement, although Blink noted that it is actively exploring the sale of these locations. 

As for Blink gym members in New York and New Jersey, PureGym assures  there will be a “continuity of service.”

PureGym’s Broader Strategy

For its part, PureGym has been eyeing a push into the U.S. and Canada under the Pure Fitness name, which offers flexible operating hours and zero-contract memberships. The fitness brand had teamed with RCS Real Estate Advisors to grow its North American presence earlier this year. Following its 2008 launch, PureGym has grown to over 1.9 million members with nearly 600 clubs in the U.K., Denmark, Switzerland, U.S., Saudi Arabia and UAE.

Just as wallet-friendly gym operators such as Planet Fitness and Crunch Fitness continue to score among young fitness enthusiasts – particularly Gen Z and millennials — similar gym models across the pond are also thriving, with the U.K. fitness industry valued at $7.6 billion, according to one recent market report.

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Equinox-owned Blink Fitness has voluntarily filed for bankruptcy as it explores a sale, the low-cost gym operator announced Monday.

The fitness chain has received a $21 million commitment in new debtor-in-possession financing from its existing lenders, which Blink Fitness says will support its gym business during the process along with the cash generated from its ongoing operations. 

Blink Fitness has over 100 locations throughout New York, New Jersey, Pennsylvania, California, Illinois, Massachusetts and Texas.

“Over the last several months, we have been focused on strengthening Blink’s financial foundation and positioning the business for long-term success,” Blink Fitness president and CEO Guy Harkless said in a statement. Harkless had joined Blink Fitness at the end of 2023, appointed to implement a strategy to support the fitness gym’s growth trajectory and business performance. 

“After evaluating our options, the board and management team determined that using the court-supervised process to optimize the company’s footprint and effectuate a sale of the business is the best path forward for Blink and will help ensure Blink remains the destination for all people seeking an inclusive, community-focused gym,” he continued.

Despite Blink’s bankruptcy news, the budget-friendly gym operator said its revenue has increased by nearly 40% over the last two years. The fitness chain also disclosed it had filed certain motions with the court for approval to continue paying employee wages and benefits and intends to pay vendors and suppliers in full.

Earlier this year, Blink Fitness announced a multimillion-dollar investment in 30 of its most frequented gyms, equipping them with over 1,700 new pieces of cardio and strength training equipment recovery technology from Hyperice and WellnessSpace Brands and refreshing their interiors — a strategic initiative Blink Fitness says will continue. The low-cost fitness chain had also said it would launch a certified personal training program for its staff members in partnership with Focus Personal Training Institute. 

In an interview with Athletech News in April, Harkless noted he was encouraged by the engagement of Blink Fitness members.

“We’re essentially at the same level that we were during the pre-COVID period in terms of check-ins per location, and we continue to see growth year-over-year,” he said.

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A new CEO and a membership price increase could rattle even the most confident of companies, but Planet Fitness, inching closer to 20 million members, is fortified in its position as the big box gym leader in the high-value, low-price (HVLP) space, analysts say, predicting that the price-hike move should turn out well for Planet and the gym industry as a whole.

The last 12 months have been somewhat turbulent for Planet Fitness, including the startling ousting of former CEO Chris Rondeau last September, macroeconomic pressures including inflation and rising interest rates influencing new construction timelines, and, perhaps most notably, a viral social media moment-turned-boycott that led to concerns of membership cancellations, 

Planet Fitness has described 2024 as a “transition year” for the brand. The big-box gym leader made good on that promise in May, announcing that for the first time in nearly 30 years, it would increase the price of its Classic Membership, to $15 per month from $10.  

The news of the Classic card price jump didn’t come as a surprise — the HVLP gym chain disclosed earlier this year that it was experimenting with different price points  — but confirmation of the move saw PLNT shares rise 5%.

Planet Fitness, now with Colleen Keating as its new CEO and in a quiet period ahead of Q2 earnings, appears off to a solid start. 

Athletech News spoke with several leading financial analysts to gain insight into the gym giant’s new pricing model and what it may mean for Planet Fitness, its franchisees and the fitness industry as a whole. 

Use It or Lose It: The Hidden Benefit of Planet’s Price Hike 

Considering that price is a significant factor in gym cancellations (one recent survey found that 41% of fitness consumers who ditched their memberships did so because of the cost), a price hike has to be carefully considered and artfully implemented, especially in the HVLP space, which prides itself on low-priced memberships. 

Considering the economic environment to which consumers have become accustomed — analysts agree that a $5 increase for new Planet Fitness members won’t send fitness consumers running for the hills, but it could boost member retention.

“The consumer has experienced significant inflation in every aspect of their life, and we don’t believe a $5 increase in their monthly membership will be a surprise to them or materially weigh on their decision to join a gym or not,” Piper Sandler managing director Brian Smith said.

As BMO Capital Markets managing director Simeon Siegel points out, current Planet Fitness members may be inclined to stick with the “Judgement Free Zone” gym chain due to the price increase. Pre-existing Classic card holders are grandfathered into the $10 per month price for the duration of their membership — a “price for life” model that Planet Fitness says it will highlight.

“If executed well, a price increase could boost retention by creating a disincentive to churn and thereby lose your lower price,” Siegel said.

It’s a consideration that Piper Sandler managing director Abe Thomas shares while adding that the new $15 price point still represents a “significant value” for the consumer.

“We do not expect it to meaningfully increase member churn or significantly lower the total number of members at any given location,” Thomas said. “In fact, the price increase may improve churn at existing locations, as current members will be grandfathered into the legacy $10 pricing, and they will not want to give that up.”

Baird analyst Jon Komp assesses that Planet’s recent price increase will have a moderate impact on new member retention, but a positive overall effect on total membership dues, same-store sales and four-wall profitability.

“There are variables such as how often Planet may still use a $10 promotional price point during certain windows that may influence how much of the price increase is captured on a net basis,” Komp said.

A Premium Membership Boost?

With consumers increasingly keen on recovery modalities and amenities, Planet’s $24.99 per month premium Black Card membership – with perks such as access to massage chairs and HydroMassage beds — could become even more enticing to prospective members when compared to the Classic membership.

Notably, over 60% of Planet Fitness members join as Black Card members — a number that could increase thanks to the new basic membership pricing. 

“Maximizing penetration of the full-amenity, higher-price-point Black Card membership is a top priority for every Planet Fitness franchisee, and we expect increased Black Card levels to be an added benefit of the Classic price increase,” Smith said. “By narrowing the price gap between the Classic membership and Black Card membership, it will encourage consumers to opt for the higher priced Black Card option.” 

TD Cowen analyst Max Rakhlenko believes that overall, the price increase will be a big positive for Planet Fitness, also seeing the potential of the Black Card.

“The value proposition of the Black Card becomes meaningfully greater once the Classic card price goes up,” Rakhlenko said.

Franchisee Perspective 

The move to raise the Black Card price should please Planet Fitness franchisees amid elevated build-out costs and increased operating expenses that have weighed on unit-level margins and return profiles for new-unit development.

Komp says the move to raise pricing ties to the decision to restore franchisee unit economics, which had been impacted most significantly by building cost inflation.

“There are some nerves about raising pricing while many consumers are feeling the pinch of persistent inflation, but we’re hopeful that risk is mitigated by Planet’s strong value proposition,” he added. 

Will The Competition Follow Suit?

There’s no doubt that the HVLP gym space is heating up, with competitors like Crunch Fitness, Blink Fitness and more making membership-enhancing moves.

While most brands across the HVLP category have maintained $10 entry point pricing in order to compete with Planet Fitness, Planet’s price increase could allow them to follow suit and enhance their own unit-level margins.

Siegel succinctly sums it up: “A price increase by the industry’s dominant operator could trigger others to follow the leader.”

Rakhlenko believes there will be a mix of adjustments in the wake of Planet’s price hike.

“I think there are certainly some that are going to follow Planet,” he shared. “That said, I think the better operators don’t actually need to — they’ve actually done a really nice job of gravitating members higher up the membership spectrum, and only a minority of their members are paying that $10 price point today. So there’s not a need for them to increase the starting price, especially if they can lean in and market that – ‘Hey, we have a $10 price point, which is now below Planet’s $15.'”

As Komp points out, other gyms likely have faced pressures impacting unit economics. 

“In this light, we would expect the industry over time to maintain a similar price gap vs. Planet, meaning Planet likely raised the floor for the industry,” he said.

And, as far as the fitness industry is concerned, Planet’s target demographic — Gen Z — is showing up in full force.

“The data that we’ve seen — including TD Cowen’s monthly proprietary surveys — younger members are healthier, Gen Z is joining gyms at a higher rate, and it’s certainly one of the big factors that are driving really long-term enthusiasm for the industry,” Rakhlenko said. “Younger members are seemingly healthier, and as long as these trends continue, it’s going to be a nice boost longer term.” 

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The OUT Foundation, a nonprofit organization dedicated to advancing inclusivity in fitness for the LGBTQ+ community, is leading efforts to ensure that fitness environments across the nation are inclusive and welcoming.

Central to their mission is breaking down barriers to access and participation in fitness, health and wellness through a suite of interconnected initiatives that establish a web of support for both the LGBTQ+ fitness community and their allies. 

A recent content analysis of studies published between 1998-2018 highlights the disparities in physical activity and sport participation among LGBTQ+ youth. The review found that overall, LGBTQ+ youth ages 13-18 engage in less physical activity than their heterosexual and cisgender peers, with sexual minority males being less likely to participate in team sports. 

The study also revealed that both sexual and gender minority students feel less safe in gender-segregated athletic facilities. These findings underscore the need for targeted interventions to support LGBTQ+ youth involvement in fitness activities.

Recognizing this problem, organizations like the OUT Foundation are taking proactive steps to make the fitness industry more inclusive. One endeavor at the heart of this mission is the OUTAthlete Program. This project provides year-long gym memberships to LGBTQ+ young adults aged 18-30, helping over 107 athletes in 32 cities to date. This year, around 20 gyms across the country will host and sponsor OUTAthletes.

“The LGBTQ+ community has been challenged with finding fitness spaces that support an individual’s authentic self,” Paul Raker, vice president of operations and communications for The OUT Foundation, tells Athletech News. “This training program provides the necessary education and learning in which the fitness industry can engage one of the fastest-growing populations with an inclusive environment.”

“I am so glad to be able to connect with other people in my community and share how we are constantly able to overcome these adversities and stand up for ourselves, showing what true strength is,” added OUTAthlete Brady Nieman. “I am finding what true strength is more and more … fitness is for everybody and it is really great to be a part of the OUTAthlete Program.” 

Beyond gym access, OUTAthletes receive a 30% discount on apparel, join a supportive network of peers, receive gifts from sponsors, nutritional support and monthly educational sessions.

The OUT Foundation began in 2011 with the first “OUTWOD” gay CrossFit meetup in New York City. Over the years, it has grown into a nationally recognized organization dedicated to breaking down the barriers that LGBTQ+ individuals often face in traditional fitness spaces. Across all of its initiatives, the organization has partnerships with around 400 gyms across the country.

Educating for Inclusion

The OUT Foundation’s commitment to inclusivity extends to educating fitness professionals through the Equity, Diversity and Inclusion in Training (E.D.I.T) program. Part of The OUT Foundation’s Athletics Inclusion Movement program, E.D.I.T is a standalone, capstone training designed specifically for anyone seeking to create a welcoming and nurturing fitness environment for the LGBTQ+ community. 

Open to coaches and athletes of all experience levels, E.D.I.T. provides essential training on LGBTQ+ history and terminology, the challenges faced by the LGBTQ+ community in accessing fitness and practical tools for incorporating diversity, equity and inclusion into daily gym operations.

“Creating safe and welcoming spaces is a win-win,” Raker says.

Accredited by the National Academy of Sports Medicine (NASM) and the Athletics and Fitness Association of America (AFAA), the program offers 0.2 and 2.0 Continuing Education Units (CEUs) respectively. By equipping fitness professionals with these skills, the EDIT program fosters environments where LGBTQ+ individuals feel welcomed and supported.

Partnering With National Gym Chains

To further its mission, The OUT Foundation has partnered with Blink Fitness for Pride Month this June. The NYC-based, nationwide fitness franchise, which recently announced a multi-million dollar investment in its most-trafficked locations, is known for its commitment to an all-inclusive environment. 

Blink will support The OUT Foundation by donating $10 for every Green membership sold throughout June. The Green membership provides access to all Blink locations, bring-a-friend-anytime benefits, and unlimited access to the Blink App’s fitness and wellness content.

“Our clear and steadfast purpose centers around being the gym for ‘every body,'” said Guy Harkless, president of Blink Fitness. “Inclusive and accessible fitness for all people has been our mission from day one. This Pride month, we are honored to once again support the important work of The OUT Foundation in their outreach and advocacy for the LGBTQ+ community.”

Additionally, Blink will sell a limited-edition Pride t-shirt, with a portion of each sale benefiting The OUT Foundation. Last year, Blink donated over $20,000 during Pride Month and participated in the OUTAIM training curriculum.

“Blink Fitness is leading in so many ways within the fitness industry, and we are proud to align with our mission of empowering the LGBTQ+ community through health and wellness,” said Tina Weaver, executive director at The OUT Foundation.

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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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Blink Fitness is undergoing a renaissance. With a newly announced, multimillion-dollar investment in its most heavily trafficked gym locations and the launch of a certified personal trainer program, the NYC-based fitness franchise, founded by Equinox in 2011, is living up to its new mantra: ‘Blink Boldly.’

The new investment will see Blink upgrade 30 of its most-trafficked locations, equipping them with over 1,700 new pieces of cardio and strength training equipment, including hack squat machines, as well as recovery technology from Hyperice and WellnessSpace Brands, along with refreshed interiors. 

The rollout will begin in some of Blink’s New York and New Jersey locations.

Blink has also teamed with Focus Personal Training Institute (FPTI) to provide a certificated personal training program exclusive to the fitness brand and its staffers. The partnership sees Blink sponsor the training for new employees, creating opportunities for those eager to become certified personal trainers.

With over 600 trainers across its locations, Blink president Guy Harkless told Athletech News that it’s important for the fitness brand to have a partner that keeps up with the latest trends and state-of-the-art techniques.

“They’re highly accredited, and they’ve been a really strong partner,” Harkless said of FPTI, which is based in New York. “They’ve launched the careers of a number of individuals who are interested in getting into fitness in some way, shape or form. They’ve done a tremendous job in terms of bringing really strong trainers into our model, and our members have benefited from that.”

The new CPT program is another way that Blink is supporting its communities, as the fitness operator says more than half of its current employees were members first. 

Women & Under-30 Membership Growth

Harkless, who’s held leadership roles at Champs Sports, Eastbay, Foot Locker, Nike and Puma, was appointed president of Blink less than six months ago. Since then, the affordable fitness franchise has already experienced impressive numbers, including a 26% increase in new members under the age of 30 and a double-digit increase in join rates for women.

Blink’s achievements are likely due in part to Harkless’ proactive, hands-on approach. 

“I made it a mission when I first joined the business to get to each and every one of our locations within the first six months,” Harkless said, sharing that he’s about 98% of the way through his Blink gym tour that will see some stop at all 101 of the gym brand’s locations.

“What I’m really encouraged by is that the engagement of our members is at a very high level,” he said, adding that check-ins for this year continue to be elevated. “We’re essentially at the same level that we were during the pre-COVID period in terms of check-ins per location, and we continue to see growth year-over-year.”

While Blink’s business model is carefully crafted to deliver ‘fitness for all,’ it’s worth noting the double-digit increase in women joining Blink.

“We’ve been very intentional about focusing on things to cater to our female members,” Harkless said, pointing to Blink’s ‘Women in the Weight Room’ series, which launched a little over a year ago.

Blink also added a ‘Girls in the Weight Room’ event to the series, recently attracting over 500 attendees ages 14-17, with Blink donating more than 300 free year memberships to interested participants.

The fitness chain has also been intentional about providing a solid representation of both male and female trainers.

Leaning Into Recovery & Personalization

As for Blink’s partnerships testing FitBench and EGYM products in some locations, Harkless reports he’s been pleased with the early results. FitBench, in particular, has been rolled out to additional locations.

“Individualization is really important, particularly as you get into personal training,” Harkless said. “So that integration we’re doing with FitBench with our certified personal trainers offers a one-stop area that an individual can get into and have something catered specifically to them.”

Blink will also continue testing items in the recovery space this year, an area Harkless says is vital to the gym brand as members embrace post-training recovery. Hyperice massage guns will be tested in some locations as well as products from WellnessSpace Brands, the maker of HydroMassage.

Optimism Around GLP-1s

Although Blink doesn’t offer specialized programming for GLP-1 users like its parent brand Equinox, the fitness franchise does feature a 360-degree training program that includes weight loss, cardio, and strength and vascular training. 

Harkless noted that Blink has discovered some encouraging news in exploring the GLP-1 space and related weight-loss studies. 

“One of the things that we’ve found is that folks that are using some of the GLP-1 medications are actually more active in fitness, so we think that that’s really important for the industry,” he said. “For whatever reason, it’s led to much more engagement for people that do want to come in.”

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Guy Harkless, the new president of Blink Fitness, was recently appointed to invigorate the premium-yet-affordable fitness brand launched by Equinox in 2011.

In his new leadership role, Harkless will spearhead gym operations, elevate the membership experience and develop and implement a strategy to support Blink’s future growth trajectory and enhance overall business performance for the brand’s 103 locations.

“The demand for approachable and accessible fitness experiences is greater than ever,” said Harvey Spevak, executive chairman and managing partner of Equinox Group, to whom Harkless will report. “With Guy at the helm of Blink Fitness, there are endless opportunities to accelerate the brand’s continued success.”

Harkless comes to Blink with an impressive track record of serving consumers from multiple vantage points, overseeing diverse brands in various lifecycle stages. A Howard University graduate, he’s held leadership roles at Champs Sports, Eastbay, Foot Locker, Nike and Puma, and was a founding partner of And1, a footwear brand.

Building Community Through Accessible Fitness

A seasoned industry vet, Harkless has experience in cultivating community connection, providing a glimpse at what’s in store for Blink.

Harkless sees Blink’s competitively priced membership as an ideal fit for the current macroeconomic landscape and emphasizes the distinctiveness of the Blink brand in fostering and building community bonds — an aspect he deems advantageous as Blink charts its course into 2024 and beyond.

“Our overall mantra is that we offer what we call ‘Fitness for All,’” Harkless said. “We operate in all the boroughs in New York City, in Los Angeles, Chicago, Houston, and Dallas, and I would say that we have a huge opportunity to continue to deliver that model into the future and provide a ton of accessibility to, in many cases,  underserved communities.”

As Blink’s model is focused on localization, Harkless said the fitness brand takes special attention in making sure it’s hiring from the community and encouraging members at the local level to stay active.

“Connecting to local organizations,  participating in community days, staying active with the local Chamber of Commerce — it’s really about how we build and foster the right overall ecosystem to empower teams to be successful with the Blink model,” he said.

Strength Training Takes Center Stage

As Blink heads into its busy season of January, with fitness consumers eager to embark on their New Year’s health and fitness resolutions, Harkless is focusing on the member experience, engagement and empowerment for the new year.

In becoming attuned to Blink’s members, Harkless says Blink’s ongoing emphasis on delivering sparkling clean fitness facilities continues to resonate as a priority, as does offering value-added services such as personal training. 

“We have almost 600 fully-certified personal trainers that we deploy across our entire network,” Harkless points out.

Blink has been mindful of striking a balance between strength and cardio options, and Harkless indicates that the fitness brand has been “tweaking the model” as fitness consumers are increasingly invested in strength training.

In Stuyvesant Heights, Brooklyn, Blink is piloting a few different ventures as it works with EGYM, a smart tech-enabled equipment and software provider, and FitBench — a fully-equipped bench that incorporates weights and dumbbells, which Harkless says is helpful for trainers to better connect with members during a training session.

Harkless reports that Blink has already seen increased engagement with some of the strength areas in its Stuy Heights location, which has helped the brand consider zoning additional locations across the Brooklyn area and some other markets. 

Wellness & Recovery Options

Blink is also eyeing the holistic journey around health and wellness and is considering deploying recovery offerings in its locations. In another pilot program, Blink has partnered with the Hyperice Hypervolt team to bring massage guns into its Stuy Heights gym location.

“We’re getting a feel for how members want to be serviced on that level and see the opportunity to augment the member experience across fitness, training and recovery as a key part of the journey,” Harkless said, adding that the intent is to help Blink members experience recovery and prevent injury while preparing them for their next workout or training session. “That’s a large aspect that we think is really going to be unique for us as we evolve our menu of services to best cater to the present and future needs of our community.”

As the fitness brand tests out new offerings for its members, one of the most important aspects of Blink’s mission remains accessibility.

“There are many more active individuals seeking more and better access to fitness services, which is probably the biggest thing in our industry,” Harkless said. “This is where Blink’s model excels in terms of widening the scope of access points for a broad cross-section of fitness consumers who are looking for an in-the-neighborhood solution to be able to leverage their health and wellness journey.”

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Blink Fitness has named By My Grace as a retail partner, with the NYC-based lifestyle brand’s vibrant and colorful crew socks, calf-high socks and towels available for purchase at select Blink locations.

It marks the first-ever retail collaboration for the low-cost gym chain. Blink Fitness says that if its partnership with By My Grace goes well, it hopes to explore others in the future. 

“At Blink Fitness, we think that the best part of working out is how it makes you feel,” Blink’s chief marketing officer Carissa Ganelli told Athletech News. “We loved the idea of a collaboration with a local, women-owned business that shares our value of radiating positivity. It’s the perfect complement to the vibe in our gyms, and we are excited to bring this fun and vibrant By My Grace collection to Blink members!”

The following accessories are available at NYC Blink Fitness locations in NoHo, Boerum Hill, Chelsea, Penn Station, Bryant Park, Williamsburg, 54th, Corona, Astoria, Woodside, Parkchester and Riverdale:

• Crew Socks – $23 – tie-dye pink color 
• Calf-high Socks – $23 – tie-dye gray color 
• Towel – $15 – tie-dye blue + orange

Making Fitness More Accessible

In addition to Blink’s By My Grace collab, the fitness company celebrated Pride month with a series of initiatives supporting The OUT Foundation, which aims to remove barriers that make it difficult for members of the LGBTQ+ community to access and participate in fitness, health and wellness.

During the month, for every Green membership sold, Blink donated $10 to the foundation and $1 for each participant that attended a special Pride workout event earlier this month. 

There is also a colorful limited-edition, Pride t-shirt available for purchase at select Blink gym locations for $27, with $2 from each t-shirt sale being donated to The OUT Foundation. 

“As a brand built on the vision of being the gym for ‘Every Body,’ Blink has inclusion at the very heart of our core values,” said Madeleine Merchant, Blink’s chief people officer. “We are honored to support the important work of The OUT Foundation this Pride month, and we hope our commitment and contribution can extend their outreach and support of the LGBTQ+ community.”

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Getting motivated to exercise can be difficult, so Blink Fitness has decided to offer a creative solution. Starting September 12th, the fitness brand will be offering free hypnosis sessions to help people get motivated and stick to their workout routines. Gymnosis, a new Blink Fitness campaign, features a unique mind technique used by celebrities and athletes to overcome ‘exercise aversion.’

Blink Fitness reported a strong post-COVID-19 pandemic performance earlier this year, including record sales in March – the company’s best-selling month in its 11-year history, according to the fitness brand.

“A commitment to working out and wellness takes personal motivation,” said Todd Magazine, CEO of Blink Fitness. “Mustering that motivation can be hard. At Blink, we want to give individuals as many tools as possible to achieve their fitness goals, and we’re excited to offer this free Gymnosis hypnotherapy service with the hopes that it helps individuals find the motivation to start exercising.”

From September 12 to 18, the Gymnosis sessions will be held in-person at Blink Fitness in Park Slope, Brooklyn, New York, as well as virtually across the United States. Each day, multiple sessions will be held for anyone who is interested, with each session lasting approximately 45 minutes. The sessions will be held in a group setting, with 10-30 people per session. Best of all, anyone can try the motivating hypnosis sessions, even if they aren’t a current Blink Fitness member. 

“Logic, reasoning, and willpower are not always enough to convince ourselves to exercise,” said certified clinical hypnotherapist and wellness expert Carolyn Barnes, who will be leading the Blink Fitness virtual hypno-sessions. “Hypnosis is a purely natural state that can offer direct access to the subconscious mind, where our learned behavior pattern-making systems reside. By accessing the subconscious mind, we can start to change the default switch from old patterns that don’t serve us, to new ones that do,” Barnes explained, adding that 90% of brain activity is subconscious. 

Blink Fitness points to a recent Department of Psychology-University of Minnesota survey that concluded that the last two years have led to people experiencing ‘brain fog,’ which is a drop in motivation, mental clarity, and focus. Since hypnosis creates a state of relaxation, people can use the power of the subconscious mind to bring on positive change, including creating healthier habits.

Gymnosis sessions require registration, and there are limited slots available. Those who are interested in Gymnosis can register here.

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Blink Fitness has reported a strong post-COVID-19 pandemic performance, including record sales in March. According to Blink Fitness, March was the company’s best-selling month in its 11-year history. 

In light of how many gyms have been affected by the pandemic, this is welcome news for Blink Fitness and may be encouraging for the fitness industry as a whole.

Citing in-gym traffic data, Blink Fitness says its members are returning to its facilities and that the fitness company has also attracted new members. Gym check-ins have soared since 2019, says Blink Fitness. 

“We are thrilled to see the trend that was undoubtedly coming – people getting back to the gym in record numbers,” says Blink Fitness CEO Todd Magazine. 

Blink Fitness, which has over 100 locations across the country, says it will continue to grow. The expanding fitness chain announced late last year that it would open its eighth location in California. 

The gym brand, which embraces an inclusive, “Mood Above Muscle” approach, has teased the opening of a new location later this spring.

The fitness chain also announced a new offer to attract even more new members, claiming it is the lowest non-commitment plan it has ever offered – $10/month with just $1 to join membership with no commitment. Locations in Manhattan are not included in the offer.

While many gyms struggled during the COVID-19 pandemic, Blink Fitness says it weathered the storm by keeping its members committed to fitness. 

“Throughout the pandemic, we were able to keep our current and potential members engaged from home through virtual fitness programs such as Get Up and Blink, our trainer-led workouts hosted live on Facebook, and complimentary access to over 500 on-demand classes in our app,” Magazine tells Athletech News. 

“Now with company record-breaking sales numbers we are excited to continue supporting our members in achieving their health and fitness goals with a premium in-gym experience.”

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Savanna, a real estate investment firm, says three locations under the Equinox brand owe $5.3 million in unpaid rent and has filed lawsuits, says Crain’s New York. 

The lawsuits, which were filed earlier this month, claim that Equinox has failed to pay rent on SoulCycle and Blink Fitness at 5 Bryant Park. Equinox hasn’t paid rent since April 2020, according to Savanna.

In addition to SoulCycle and Blink Fitness, Savanna maintains that rent wasn’t paid on an unopened Equinox at 31 West 27th Street.

The 27th Street Equinox location, which was announced in 2019, never even opened its doors after reportedly signing a 20-year lease.

Equinox has been called a “delinquent tenant”

Equinox is no stranger to landlord disputes. The gym chain was accused of owing $1.3 million in back rent at 421 Hudson Street in New York in 2020.

During the pandemic, Equinox, like many other fitness businesses, faced numerous challenges when gym facilities in New York were forced to close all locations, harming the local Equinox market. With memberships frozen and revenue lost, reports of Equinox owing back rent began to circulate.

Curbed reported last summer that while many commercial tenants were making payments, Equinox chose to remain a “delinquent tenant.” According to the article, the New York gym giant has been sued by multiple landlords for millions of dollars in unpaid rent.

Even when New York officials lifted restrictions for gyms and restaurants, Equinox still didn’t pay rent.

In one bold move in April 2020, Equinox stated that it wouldn’t pay April’s rent, even to its owner. The gym brand made the announcement in a letter to its landlords, citing the challenges of the pandemic. 

In an ironic twist, Jeff Blau, CEO of Related Companies, a sizable investor in Equinox, had previously criticized commercial tenants who refused to pay rent in the name of the pandemic.

Despite this latest landlord-tenant dispute, Equinox recently reported a rosy outlook for the fitness company. 

Scott DeRue, president of Equinox, told Yahoo Finance last month that business is stronger than it has been at any point since the pandemic began, and that Equinox has set new records in terms of check-in volume each week since March of 2020.

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Blink Fitness today celebrates the launch of a new virtual training program through a platform powered by FlexIt technology. The platform allows Blink to continue to put its community first by providing current and prospective members with a simple way to schedule personalized, one-on-one virtual personal training sessions.

The seamless, feel-good experience will provide members who may not be able to visit a physical Blink location with the opportunity to continue their fitness journeys from anywhere by scheduling live personalized virtual training sessions on their own time, wherever they feel most comfortable. The platform’s superior video conferencing technology has been specifically designed for personal training, with unique features built directly into the website to help members get the best results.

“Blink is committed to prioritizing the member experience throughout this ‘new normal’ by continuing to provide innovative digital solutions,” said Blink Fitness CEO, Todd Magazine. “We are excited to introduce this program to further support our members and encourage them to reach their goals, even if that’s from the comfort of their own home.” 

The affordable, fun, and personalized program features Blink Fitness Certified Personal Trainers. Users can select sessions based on specialty and availability, as well as individual training styles to fit their current needs such as Tough Love, Slow & Steady, Teamwork, No Excuses, and Cheerleader. Trainers will build an experience tailored to member goals, abilities, and available equipment to keep members engaged, encouraged and empowered at every step.

Users can access the program and schedule sessions on Blink’s website, here. 

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NEW YORK, May 04, 2020 (GLOBE NEWSWIRE) — FlexIt, the pay as you go fitness app, last month announced a new offering that lets individuals access 1-on-1 live personal training from their favorite fitness brands, all from the comfort of their own homes. In the few weeks since its launch, FlexIt’s Virtual Personal Training has gained steam with broad user activation and new fitness club partner additions.

Today, FlexIt announces the addition of national partner, Blink Fitness, to the Virtual Personal Training platform. David Collignon, SVP of Operations at Blink Fitness says, “Bringing accessible and valuable fitness content to all is a huge point of passion at Blink, we’re excited to reach more people and expand the range of our capabilities with FlexIt.”

In the last few weeks, FlexIt has also added small group training to the program, enabling individuals to add their friends to training sessions. The result has been highly lauded by users as providing social connection during this phase of social distancing.

Virtual Personal Training with Blink is now available on the FlexIt platform, anywhere, any time. Blink’s world-class, accessible “Training for everybody” approach has been successful in bringing quality personal training to its users at affordable rates.

FlexIt is looking forward to continuing to grow its offering with new additions over the coming weeks. In early May, FlexIt plans to launch a purpose-built mobile app with integrated video chat, making the Virtual Personal Training process as seamless as possible.

CEO and Founder Austin Cohen has said that “we see a huge opportunity in the virtual PT space. We believe our relationships with users and fitness clubs affords us a unique opportunity to offer value to both groups. We have heard from personal trainers who are appreciative that we have enabled them to go back to filling their unused time, bringing in revenue and helping their clients to stay fit.”

FlexIt’s platform enables fitness clubs to reach new users, and to keep its existing members engaged, especially in the face of the challenges of COVID-19.

About FlexIt:FlexIt Inc. is the mobile app that quickly and seamlessly enables users to access a wide network of fitness clubs around the U.S., paying only for the amount of time that they are at the facility. With over 2,000 fitness clubs across the country in its network, FlexIt offers consumers the flexibility that they expect, while generating leads and enhancing profitability for fitness clubs. FlexIt provides club access to users while simultaneously generating qualified leads for clubs. FlexIt is available for download on iOS and Android in their respective app stores. FlexIt’s offering also includes additional product lines, such as FlexIt Extended Reality (augmented and virtual reality services), FlexIt Training (personal training at fitness clubs) and FlexIt Virtual Personal Training (live, in-home virtual personal training). For more information, please visit www.flexit.fit.

About Blink Fitness
Blink is challenging conventional fitness stereotypes through its revolutionary philosophy of Mood Above Muscle® by celebrating how exercise makes you feel versus how it makes you look. Blink is the first gym to showcase body diversity and engage people who have been disenfranchised by the clichéd advertising images that feature unrealistic and unattainable bodies. Blink Fitness—a premium and affordable fitness brand—celebrates the positive feelings exercise elicits, along with the physical benefits. Blink has 140 locations open or in development throughout New York, New Jersey, Pennsylvania, Michigan, California, Illinois, Florida, Virginia, Massachusetts and Texas. Blink has been ranked on the Inc. 5000 list three times, was recognized as one of the top health clubs by Club Industry and selected as the best budget chain by Men’s Health.

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