Thriving in a Changing Market: How Franchises are Adapting to Consumer Demand

The fitness and wellness franchising industry has shown remarkable resilience in the face of economic challenges. Despite negative headlines, the sector continues to thrive, with big-box gyms, Pilates studios, and wellness centers expanding rapidly across the United States.

Pilates Takes Center Stage

Pilates has become a mainstream phenomenon, with brands like Club Pilates and JetSet Pilates leading the charge. These franchises offer a range of Pilates formats, from traditional to modern and upbeat, catering to diverse tastes and preferences. Club Pilates, for example, has over 1,000 studios across four continents, while JetSet Pilates has already sold over 50 locations nationwide and plans to expand to 600 domestically and internationally. Studio Pilates, a Australia-based brand, is also making its mark in the US market, with 10 franchise locations open in various states and plans for further expansion.

The Pilates market is expected to reach $277 billion by 2028, with a growth rate of over 80% from 2022. This trend is driven by the increasing demand for holistic wellness and the growing recognition of Pilates as a effective workout method.

Wellness Franchises Gain Popularity

Wellness franchises, such as Restore Hyper Wellness and Serotonin Centers, are emerging as the next big thing in the fitness industry. These concepts offer a range of services, from GLP-1 weight-loss drugs to infrared sauna sessions and IV therapy, catering to the growing demand for holistic wellness. Restore Hyper Wellness, for example, has over 200 locations and plans to expand to 500 nationwide, while Serotonin Centers is planning large-scale franchise expansion, with a focus on the longevity movement.

The wellness market is expected to experience significant growth, driven by the increasing demand for holistic health and wellness services. This trend is driven by the growing recognition of the importance of mental and physical well-being, as well as the increasing availability of affordable and accessible wellness services.

HVLP Gyms Dominate the Market

High-value, low-price (HVLP) gyms, such as Planet Fitness and Crunch Fitness, are dominating the market, winning over young fitness consumers with affordable memberships and premium offerings. Planet Fitness, for example, has over 2,600 locations, while Crunch Fitness has over 450 open gyms and 2.5 million members. Retro Fitness, another HVLP gym franchise, is eyeing massive growth, with plans to open at least 1,000 clubs in the United States.

The HVLP gym market is expected to continue growing, driven by the increasing demand for affordable and accessible fitness options. This trend is driven by the growing recognition of the importance of physical fitness and the increasing availability of affordable and convenient fitness options.

Boutique Brands Embrace Strength Training

Boutique fitness brands, such as Orangetheory Fitness and Pure Barre, are embracing strength training as a key component of their offerings. This trend is driven by member demand and the growing popularity of strength training as a preferred fitness format. Orangetheory Fitness, for example, has added strength training formats, including Strength 50, in response to member demand. Pure Barre has also incorporated free weights and TRX straps into traditional barre classes, while YogaSix offers strength training formats, including TRX suspension trainers and bodyweight movements.

The strength training market is expected to continue growing, driven by the increasing demand for functional and effective workouts. This trend is driven by the growing recognition of the importance of strength training for overall health and fitness.