For budget gyms, highest value wins.
Upscale. The HVLP (high-value, low-price) gym model was forged on breakage, not utility — offering bottom-dollar memberships and amenities to match.
But, with visitation and frequency surging and baseline expectations rising, the model needs an upgrade.
Saving up. Comfortable spending $60+/mo. on fitness goals, consumers are unfazed by price increases from top HVLP brands. But, exercisers seeking performance, longevity, and recovery have operators rethinking their value proposition.
Renovating. Investing in premium amenities, RSG Group’s McFIT is modernizing, VASA Fitness is adding boutique spaces, and Planet Fitness is upgrading Black Card benefits. Reacquired by founder Mark Mastrov, 24 Hour Fitness is going big on Pilates and sports performance.
Reenvisioning. Scaling the Everything Gym, new buildouts from Crunch Fitness and Snap Fitness UK feature contrast therapy, Reformer classes, and more high-margin modalities.
Meanwhile, EoS is scaling its Lux premium banner in Los Angeles, with saunas, EGYM smart strength circuits, and hospitality in a members club-like setting.
Punchline: With premium gyms setting in-club revenue records and the industry’s middle class disappearing, HVLPs can shift from no-frills to elevated affordability.
