The kinesiology tape and recovery brand had expanded its product line earlier this spring to support CGM users

Just in time for football season, kinesiology tape and recovery brand KT has released a new product, KT Turf Tape, designed to protect football players from turf burns while providing much-needed pain relief and muscle support.

Over the years, kinesiology tape has become a staple for athletes, personal trainers and rehab specialists for its ability to reduce pain and improve blood flow.

KT Tape CEO Jessica Klodnicki says the company is eager to expand into a new segment within the football market with KT Turf Tape.

“This product not only extends our product range but also underscores our commitment to innovation and delivering the highest-quality solutions to empower athletes’ performance at all levels,” she said.

The latex-free KT Turf Tape, $19.99, is easy to apply, sweat and water-resistant, and available in black and white.

credit: KT Tape

In addition to several kinesiology tape options, the Utah-based brand offers health products such as magnesium creams for muscles, ice sleeves, pain relief gels and roll-ons, ice/heat massage balls, an electromagnetic pain relief device and more.

Earlier this year, KT expanded its health line to include continuous glucose monitoring (CGM) and insulin pump patches that offer medical-grade adhesion and durability, as CGMs have become the next wearable.

“Expanding our KT Health Line of recovery products underscores our commitment to providing comprehensive solutions for individuals seeking to stay active so they can feel their best,” Klodnicki said in May. “These products underscore our commitment to empowering individuals managing diabetes with solutions that enhance comfort, reliability and peace of mind in their daily lives.”

Founded in 2008, the company rebranded last April with a shortened name, a new campaign — “Crush Every Moment” — and a revamped look with recyclable, eco-friendly packaging, updated graphics, educational tools and a free app that helps consumers learn how to apply its products like the pros.

The new KT Turf Tape and other products can be purchased on the KT Tape website, Amazon and Academy Sports. 

The post KT Tackles Turf Burns with New Turf Tape for Athletes appeared first on Athletech News.

The MADabolic co-founder knows his brand’s approach to fitness is different and knows there’s a demand for it.

Brandon Cullen knew he and co-founder Kirk Dewaele wanted to diverge from the norm when launching MADabolic, the strength-driven interval training franchise, back in 2012. Now, after over a decade of operation, the brand is thriving in that exact nature, being its unapologetic self and helping anyone who’s willing to climb aboard reach their fitness goals.

MADabolic offers a challenging-yet-accessible environment unique to each client. Classes involve  a strength-led approach, and workouts are crafted entirely around work-to-rest ratios designed to foster safe progression and continuous improvement. Qualified trainers are there to lead the way, ensuring personalized attention and safety. 

It’s a rather specific formula, but one that has caught on nonetheless, with MADabolic now boasting 35 locations, 8-10 to open before the end of 2024, and with 60+ in development. The brand has grown its offerings in unison with its geographic outreach as well. MADabolic inked a deal with Macrostax to add personalized nutrition plans earlier this summer and before that partnered with Aqua Training Bag — now owned by Promountings. 

Cullen spoke with Athletech News on this growth, his brand’s unique approach to fitness and its latest marketing initiatives. 

The following conversation has been lightly edited for clarity and length

Athletech News: Can you tell us a bit about your background and how you got into this position with MADabolic?

Brandon Cullen: My co-founder, Kirk Dewaele, and I have always been inspired by outliers, both personally and professionally. Our fitness journey began as athletes, which naturally grew into a passion for redefining strength and conditioning within a group model. When we set out to create what is now MADabolic, it was clear that embracing the ethos of outliers was a path worth pursuing. 

Athletech News: What makes MADabolic different from other boutique fitness operations, specifically with its approach to fitness and adding/satisfying members?

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

credit: MADabolic

Athletech News: What challenges have you faced while scaling, and how have you addressed them? How do current fitness market trends influence your growth strategy? Are there specific trends or consumer behaviors that you are leveraging to drive expansion?

Brandon Cullen: Scaling a brand like MADabolic comes with unique challenges, particularly when your model isn’t exactly designed for broad appeal. We’ve had to be very strategic about both the pace and location of our expansion, ensuring that every franchisee can uphold the level of structure and accountability that defines us. This process isn’t an exact science; sometimes, it requires taking strategic risks and betting on people rather than just markets. Overall, our growth strategy is focused on maintaining the integrity of our brand while tapping into areas with a clear appetite for what we offer.

Athletech News: MADabolic’s approach to fitness isn’t very commonplace in the industry. Why has it been important to get the word out about that with efforts such as your recent “Welcome” video?

Brandon Cullen: Our tone is undeniably different, and we take pride in that. The “Welcome” video was created to clearly communicate who we are and what we stand for—no frills, no fluff, just real, results-driven fitness. It’s important for us to get the word out because we’re not here to blend in; we’re here to stand out. We know our method works, but it’s essential that the right people hear about it. The video was about making a statement and setting clear expectations for new members when they walk through our doors.

Athletech News: Why do you think an emphasis on inclusivity has been such a selling point for so many other gyms? What led to your brand’s decision to steer things in a different direction?

Brandon Cullen: Inclusivity is a powerful narrative, and it resonates with many people—there’s no denying that. However, we don’t position ourselves as strictly inclusive or exclusive and we don’t cater to a specific body type or athletic background. Our environment can work for anyone, but it’s not for everyone. While some might see this as exclusivity, we prefer to view it as fostering a community of like-minded individuals who expect a little more from life. In short, we’re here to train you, not entertain you.

credit: MADabolic

Athletech News: Your approach aims to deliver empowerment and transformation. How does this goal shape your marketing messages and brand positioning?

Brandon Cullen: Empowerment, both physical and mental, is at the core of everything we do. Our marketing is centered around promoting excellence and commitment. We position ourselves as the place where everyday go-getters can challenge themselves and sweat alongside people who are equally committed to their growth and goals.

Athletech News: What strategies are in place to support MADabolic’s growth? Are you focusing on expanding into new geographic regions, increasing the number of locations, or both?

Brandon Cullen: Franchise sales in fitness have slowed considerably over the last 6-12 months. This isn’t specific to MADabolic—it has impacted the entire fitness industry. Several factors contribute to this slowdown: major players in the fitness space have experienced public setbacks, borrowing costs are high, and the election year has made investors more cautious. Additionally, we’ve seen a shift of investment dollars from fitness to health span and recovery sectors. While I believe these startups may have a short shelf-life, they’re currently gaining attention.

All that said, boutique fitness isn’t going anywhere, and we’re confident in our trajectory. I anticipate a consolidation of concepts and portfolios in the next 12-24 months, where the strong will likely get stronger. But make no mistake, we’re focused on growth and are strategic about it. It’s not just about opening more locations; it’s about finding the right franchise partners who will enable our brand to thrive.

Despite the slowdown in new franchise sales, our openings remain strong. We’re in the process of launching 8-10 new units in the next four months, with additional commitments lined up for 2025. The good news is that new units and markets often drive new franchise sales. With the concept of strength training trending and our robust unit-level economics, we are very optimistic about the next 12-18 months.

The post CEO Corner: MADabolic Co-Founder Brandon Cullen on Steering Away from Inclusivity appeared first on Athletech News.

The bone conduction sports headphones have better audio quality than ever before to power workouts

Shokz, the popular bone conduction headphones brand, has launched the OpenRun Pro 2. Unlike most headphones on the market, which are in-ear, Shokz has redefined workouts with its open-ear design, which lets users stay aware of their surroundings while enjoying music. After testing the product pre-launch, ATN has found that the OpenRun Pro 2 is the best bone-conduction headphones on the market.

The OpenRun Pro 2’s crystal clear audio is what really sets it apart. Users can experience powerful bass and clearer highs with the brand’s DualPitch Technology. The product has a dedicated, 18mm by 11mm air conduction speaker specifically for bass. While the product looks and functions the same as previous iterations, the dual reed and coil design provides this purer sound for better-than-ever runs.

credit: Shokz

The headphones are made with a lightweight but high-strength material with a soft silicone finish for a “barely there” feel. The OpenRun Pro 2 also optimizes volume range, making the audio clear even through background noise. The headphones are IP55 water-resistant, ready for even the most unexpected rainfall during workouts or races.

The headphones have also reduced vibrations to minimize tactile feedback and include wind-resistant microphones to improve phone calls. It has up to a 12-hour battery life and charges fully in just one hour. A quick charge of 5 minutes can provide 2.5 hours of usage for those last-minute workouts.

Although the Shokz’s OpenRun fit has always been comfortable, the latest iteration has minimized pressure on one’s temples. One other major update is that the Pro 2 now uses a USB-C charger instead of a proprietary charger, making it easier than ever to use the headphones on the go.

The OpenRun Pro 2 headphones retail at $179.95 and are available in two colors, black and orange, available in both Standard and Mini sizes.

The post Shokz Launches OpenRun Pro 2 appeared first on Athletech News.

Hitting the trails this fall? Check out these five must-have products for your outdoor adventures.

Looking to explore the great outdoors this fall? The right gear can make or break a camping or hiking trip, so ATN rounded up five must-have products for your outdoor adventures, putting them all to the test during a week on the trail. From a waterproof duffel to an all-in-one multitool, this list will ensure you can focus on the awe-inspiring views.

Leatherman Signal, $139.95

The tiny but mighty Leatherman Signal includes 19 different tools in a 4.75-inch-sized tool. The tools include needlenose pliers, a ferro rod, a hammer, a combo knife, an emergency whistle, a carabiner and a diamond-coated sharpener. The knife includes a straight edge for slicing and a serrated edge for tough materials. The product has almost 1,200 top reviews and comes with a 25-year warranty. The fire starter works flawlessly, and the knife sharpener keeps the tool working even after extensive use. The Signal’s pocket clip makes it easy to access quickly on the go.

HydroFlask 32 oz Lightweight Wide Mouth Trail Series, $49.95

The HydroFlask 32 oz Lightweight Wide Mouth Trail Series packs a punch without the extra weight. It is 25% lighter than HydroFlask’s other 32 oz bottles but keeps cold drinks cold for up to 24 hours and hot drinks hot for up to 12. The bottle is leakproof and comes with a convenient handle for easy attachment to hiking backpacks. Its slim design also allows for extra pocket room for other trail necessities.

Osprey Transporter Waterproof Duffel 70, $360.00

This transporter waterproof duffel received an IPX-7 Waterproof rating, which means it protects its contents throughout water immersion for 30 minutes at a depth of up to 1 meter. For bigger expeditions, ensure your tents, sleeping bags, and equipment are protected against the elements with this transporter. It also has padded shoulder straps, reinforced grab handles, and lash points that make it easy to secure the bag through difficult stretches of hiking. If you’re setting out on an ambitious venture, ensure your gear is protected with this duffel.  

Sunday Afternoon Ultra Adventure Hat, $50

The Sunday Afternoon Ultra Adventure Hat is ready to become a staple during any hiking trip, long or short. The hat has a UPF 50+ sun rating and has a wicking sweatband to keep you cool. It is water and stain-resistant and folds up for easy storage. The 3-inch clamshell brim and the 6-inch neck cape will keep your skin protected and the sun out of your eyes, no matter the conditions. Even after a week in the woods, my hat (and skin) looked as good as new despite daily wear on the trail during long summer days.

Osprey‘s Hikelite 32, $160.00

For day hikes, Osprey’s Hikelite 32 is lightweight but holds everything you need from sunrise to sunset. It is Osprey’s quintessential “stuff-and-go” outside pocket, and external organization to manage overloads. The bag comes in two sizes, small/medium and medium/large, for customizability and comfort. It also includes a rain cover, so you’re ready for all types of weather. Other features include an adjustable sternum strap with a rescue whistle and a comfortable, padded hip belt with a zippered pocket.

The post The Five Best Products for Fall Outdoor Adventures appeared first on Athletech News.

With Gen Z all in on fitness and wellness, sustainability and functionality are key

What’s next for athleisure? If you answered denim, you’re on the right track.

The global athleisure market size — projected to grow by $176.3 billion from 2024 to 2028 — is being driven by online shopping, per Technavio. That may not come as a surprise, but other key insights from Technavio’s latest global athleisure market research report underscore how mainstream athleisure has become, what’s fueling demand and the leading players competing in the crowded athleisure wear space. 

Here are some top takeaways from Technavio’s recent global athleisure report and a hint at what’s in store for the future.

Denim Dreams

Just as the pandemic led to an at-home fitness boom, it also drove demand for comfy athleisure wear, which has persisted ever since. However, the market is changing, and fabrics like denim have found a place in athleisure.

Technavio notes that denim makers are increasingly adding athletic elements into their designs, citing Levi Strauss and its research lab dedicated to exploring flexible denim methods. 

credit: Barbell

It’s a route other brands are taking, like Barbell and its athletic performance denim, leading Technavio to predict that denim athleisure is a growing category with legs. Barbell depicts its denim models actively engaged in yoga, weight lifting and even indoor rock climbing in its engineered-for-comfort jeans.

Sustainability

Consumers are interested in smart fabrics that can keep them comfortable and cool, but the “sustainability generation” (Gen Z) is especially drawn to planet-friendly apparel that is ethically produced. It’s a value that is shared by many brands, like Girlfriend Collective, which creates its activewear from recycled materials, like old plastic water bottles.

While Patagonia is perhaps the most well-known for its sustainability practices, other smaller, up-and-coming brands are also making a name for themselves to appeal to eco-conscious consumers.

Tenere, a conscious luxury activewear brand that launched in 2021, provides its customers with a QR code, revealing a product’s material sourcing and its journey through the supply chain.

Functionality 

Consumers want to be on-trend, but being able to integrate functionality into fabrics is the future. 

With the rising interest in strength training, rucking and other outdoor fitness activities, brands like Omorpho have emerged with gravity sportswear. The Oregon-based startup makes micro-weighted training gear such as vests, shorts, leggings and shirts and closed a $3 million funding round last fall. 

Another functional activewear brand, Tighties, has broken ground with apparel designed to enhance performance and address pain relief, muscle strengthening and active recovery. Launched in 2022, the San Diego-based brand uses the BOA Fit System (known best for its snowboard boots technology) for an adjustable, precise fit. 

credit: Tighties

“It doesn’t matter if you are an elite performer or an everyday athlete, Tighties works to help you reach your goals,” Tighties founder and CEO  Krystal Gillis told Athletech News. “Based on what you are looking for, we can help add resistance to make your activity more fruitful, or we can help support and subtract from your body ailments. The goal is simple: less pain and more gain.”

Three of Tighties’ initial products are resistance leggings, compression leggings and stabilizer leggings with built-in support, but other activewear offerings are in the pipeline.

“Tighties is a seed that is just starting to bud,” Gillis said. “Part of what I love about this process and our company is all the opportunity that stands before us. I can’t name any specific partnerships at this point, but I can speak to the continuation of our products. Tighties is a whole-body company, and while we are starting in lower body compression, followers should get excited for what’s in store and right around the corner in upper body.”

Fitness & Fashion Meet

Wellness and luxury fashion are also merging, according to Technavio, with brands like Lululemon, Sweaty Betty and Perfect Moment leading the charge.

And what better time than now, with Gen Z and Millennials invested in health and wellness?

Lululemon, the athleisure OG, partnered with Peloton last year on a content licensing arrangement that gives Lululemon Studio members Peloton content on the Mirror. Peloton co-interim CEO Karen Boone recently referenced the deal on the connected fitness company’s Q4 earnings call, stating that it has resulted in low churn and incremental subscription revenue with accretive gross margins for Peloton.

There is also a crossover with high-end lifestyle brands and athleisure. Life Time recently signed Lululemon as its official apparel partner for pickleball and tennis, with Lulu providing athletic apparel to the Life Time community. The brand is also collaborating on special events across Life Time clubs. 

credit: Pvolve

Meanwhile, Pvolve, the low-impact fitness franchise loved by Jennifer Aniston, has deepened its partnership with SoCal-inspired activewear brand Vuori for a nationwide tour and Pvolve-branded Vuori products.

And as celeb-loved Alo Yoga continues to drop new merch, it’s leaned into exclusivity, having launched two invite-only wellness clubs in New York City and Los Angeles for A-listers and influencers, adding to its panache.

Mass Appeal

As popular brands like GymShark begin to penetrate the U.S. market, major apparel companies like Athleta and Old Navy have already heavily invested in athleisure, both of which sell work-appropriate pieces that are suitable for the office as well as the gym at a cost-conscious price point. 

Gone are the days when athleisure and activewear were limited to a couple of racks inside of a store — in recent years, retailers like Kohl’s have increased space for athleisure to meet demand or launched their own line. In 2022, Walmart debuted Love & Sports, while Target launched All in One in 2020, which generated an eye-watering $1 billion in its first year.

Check out ATN’s top activewear brands for Summer 2024 here.

The post The 5 Trends to Watch in Athleisure, Per Report appeared first on Athletech News.

Laura Munkholm and Walla Software provide insights on how to overcome sales management challenges and thrive in a competitive industry

Boutique fitness studios must operate as sales organizations – first and foremost. Without the acquisition of members, you have no business.

But managing the sales funnel is – put simply – quite complicated, especially for new or emerging studios and franchises.

Sales is one of a hundred things owners and operators must keep their eyes on daily, and as one of many, it can easily fall to the bottom.

Athletech News interviewed Laura Munkholm, an experienced studio manager, consultant, and current president and co-founder of Walla, to discuss the most crucial aspects of sales, how to steer clear of common pitfalls, and where to find solutions that help studio owners and operators overcome paralysis.

Laura Munkholm | credit: Walla

ATN: What is the current landscape of the boutique fitness industry when it comes to sales management?

LM: Studio owners live in a space where timing is critical. Reaction time to leads and member needs is paramount, yet they are handcuffed by technology and time.

The fitness landscape is fractionalized and segregated across several platforms. Scheduling and booking software almost without question needs CRM or an API connector to track leads or an external marketing platform. Jumping between these ancillary products slows things down and overall productivity wanes.

Meanwhile, keeping skilled staff in place to manage and foster leads and retain members is a struggle.

Another stubborn issue is the attribution of leads. Determining where each lead comes from can be nearly impossible when using multiple platforms and working with an ever-changing staff.

Given these combined challenges, many owners and operators find themselves paralyzed when it comes to managing the sales process.

Credit: Walla

ATN: What are the most critical things studio owners need to execute from a sales standpoint – especially emerging studios?

LM: The number one thing is timeliness. Leads must be responded to immediately. We live in an attention economy. If you don’t take action and communicate in the moment of intent, you can lose the attention of that potential client. Automation is necessary here to trigger an immediate text, email, or human response to fill the sales funnel.

Next, you need to know what attributes equal a ‘won client’ and exactly where your best leads are coming from within your marketing suite so you don’t waste money on ad spends that aren’t delivering. This tech has been lacking in the fitness industry and Walla recently addressed this with a new fully integrated sales tool within our CRM software. The Walla dashboard lets owners and operators know exactly where conversions are coming from – it’s front and center so there is no digging for information or running endless reports.

ATN: What are the main pain points for boutique studios when it comes to sales?

LM: The answer is different for small studios versus franchises. They have different pain points.

When it comes to independent studios, typically the owner or operator has to be the expert in everything, and that’s not realistic or sustainable. Ultimately the sales and marketing processes then fall to a low priority, when they should be the number one focus.

For larger franchise organizations, their pain points are around centralizing data, analyzing what’s working, and then customizing and executing that approach across multiple locations. An example of this is creating the appropriate text message response. This might differ across studios, but taking an individualized approach is incredibly time-consuming, so that presents a problem to many franchises.

ATN: How exactly can a management software platform assist here?

LM: One way we’ve addressed this at Walla is to create text and email messaging that allows for variables so that franchisees can deploy communication that is proven for success with their own variables layered in. The amount of time that can be saved here is unbelievable.

Also, it’s important to choose software that directly highlights the critical moments in a client’s journey. We’ve talked about converting leads and the need for immediate response. That’s a given. But also, technology can and should be used to track not just leads but members at all times, to identify members who might be ripe for upselling, or members who may be a churn risk, etc.

Walla gives these critical moments the spotlight on the studio dashboard so that operators and owners can respond, or use technology to respond, immediately.

ATN: How important is it – and why – to have one integrated platform?

LM: It goes back to that fractionalized approach. It’s inefficient. Working across multiple platforms leaves room for error, takes much longer to manage, and causes frustration. It’s antiquated.

At Walla, we took a holistic comprehensive, solution-oriented approach and built one native system that manages it all. It’s a streamlined method of marketing and a single source of truth for the sales process.

ATN: What features are the most important in a CRM for emerging franchises?

LM: We’ve spent a lot of time working with consultants to the top brands in the industry like F-45 or Xponential to get a clear picture of what features scaling franchises need.

For franchises, making marketing and business decisions based on a single source of truth – centralized data — is critical. I think this is another piece of tech that’s been missing in the industry.

For franchisees, the ability to step into a “business in a box” with a marketing suite that’s built for them and can be easily customized is incredibly enticing.

ATN: What are some features that are unique to the Walla software?

LM: First, we worked with behavioral psychologists regarding what motivates people to succeed and built personality types that are embedded into the platform. Studios can now curate specific member journeys by personality type.

Second, as I’ve mentioned, the software has been designed to support all aspects of the business so owners, operators, and staff don’t have to toggle between platforms. And is a single source of truth for sales.

Third, I think the dashboard acts like a studio’s information nexus. It’s intuitively designed to highlight the most important information daily.

It also arms instructors with information regarding who will be in class, so they can give a shout-out to a long-term member or put a first-time participant at ease.

ATN: What are the best words of advice you can give to studio owners?

LM: My best advice is to always remember you are a sales organization first and foremost. And you get to sell the best product in the world…wellness!

To succeed in the boutique fitness game you have to employ curated marketing strategy and sales processes.

The more you can refer back to a single source of truth the more confident you’ll be and the more success you will see in gaining and retaining clients.

Ultimately, we operate in a human-to-human business. By enhancing human interaction with powerful, intelligent technology, you can achieve greater precision, timeliness, and authenticity in your interactions and client relationships, setting yourself up for success.

The post From Pain Points to Profits: Addressing Sales Challenges in Boutique Fitness appeared first on Athletech News.

Through thoughtful location choices and deep community involvement, the gym chain is expanding its footprint and impact across the U.S.

Fitness Premier takes a holistic approach to community building. It engages both within the gym walls and beyond. Their success in this area stems from a strategic focus on real estate and location.

By concentrating on smaller markets where traditional gyms often don’t operate, the brand is able to embed itself fully into the local culture, thus creating a strong presence in communities that are highly receptive to this kind of engagement.

This approach seems to be paying off.

In the first half of 2024, the 20-year-old, 19-location Midwest-based gym chain expanded its system footprint by 30% and signed deals for six new gyms, now extending its reach into the Southeastern U.S.

Thriving in Smaller Markets

Fitness Premier works hard to establish itself as a vital part of the community collaborating with youth sports teams, police and fire departments, the military and more and establishing itself as a vital part of the community fabric.

“We offer a great product while becoming a great neighbor, and that’s where we excel,” said Jason Markowicz, the gym’s founder and CEO.  “Most gyms focus on building their community within their four walls. We go out into the existing community, get involved, support it, and offer our services. We work to be a hub of positivity and change in the areas we serve.”

Markowicz cites a recent partnership with a local high school’s special needs class as an example of this.

“We’ve developed training for this group and we take it to them,” he said. “Offerings like this are harder to create in urban environments with dozens of schools and potential red tape. In smaller markets, we can simply call the school principal, introduce ourselves, and ask how we can be of service.”

credit: Fitness Premier Clubs

Financial Benefits of the Small-Market Model

From a financial perspective, Fitness Premier’s focus offers several advantages.

First, real estate costs per square foot are lower in these markets, allowing the brand to avoid paying premium rents.

“The cost to open a gym is less, the cost of real estate is less, and we can enter a market, establish ourselves, and maintain our position, making it difficult for competitors to come in,” Markowicz explained.

“Another benefit is it’s less costly to market ourselves in a small town,” he says. “If you come in and do a good job, people talk and the word spreads.”

The company also owns about half of the commercial real estate it operates in, an innovative strategy that further enhances financial stability.

Strategic Real Estate Scouting

Fitness Premier’s real estate scouting is handled by Texas-based Fishers Real Estate.

“They conduct a national search for suitable sites, focusing on communities with a population of more than 10,000 within a five-mile radius,” says Markowicz. “These sites are then cross-referenced with factors such as age, education level, and income to ensure they meet the brand’s criteria.”

He says that over the years they’ve created a model that can then be adjusted to fit the needs of each community.

“We have a newer facility in Beecher, Illinois, which is a town of 6,000,” he says. “We simply scaled down the footprint and size of the facility we chose to fit what the market calls for. After years of learning, we understand our product and our consumer and these types of markets.”

Jason Markowicz, founder and CEO

Franchisee Support and Future Growth

Fitness Premier’s approach to market selection not only creates wins for the overall business, it also provides a protective environment for franchisees, helping them sustain their operations.

Markowicz, who has owned franchises in other brands, knows the importance of protecting revenue and margins from competitive pressures. Therefore, Fitness Premier’s model helps franchisees establish multiple revenue streams, integrate members effectively, and receive robust back-office support.

The gym offers three membership tiers—basic, platinum and a premium tier that includes Relax and Restore suites focused on recovery. They also provide small group training, personal training, nutrition coaching, boot camps, and sports performance programs, offering multiple revenue streams.

Looking ahead, Fitness Premier is poised for continued growth.

“We’re very excited about the future,” said Markowicz. “Our corporate team has been around a long time, and we have a deep bench behind the scenes to support our locations. We’re doubling down on franchise development to attract investors in Colorado, South Carolina and Florida.”

As Fitness Premier continues to grow, the brand remains committed to entering new communities in alignment with its franchisees and maintaining a pace of growth that allows it to find and attract strong leadership that serves the communities it enters.

“At the end of day, we are focused on being a good neighbor, and on getting as many people as possible off of their couches and into the gym to get healthy.”

The post Fitness Premier’s Small-Market Strategy: How Community Focus and Strategic Real Estate Drive 30% Growth appeared first on Athletech News.