EōS is ready to contend.
What’s happening: PE firm TSG Consumer Partners acquired the HVLP operator, valuing EōS Fitness at $1.5B, including debt.
Self-care. With $10 base plans, EōS counts 1.5M members across 175 corporate-owned gyms.
Forgoing franchising, it’s quick to capitalize on trends, debuting recovery space The Tank in 2022, while doubling down on amenities:
- Introduced contrast therapy suite Refresh, content creation space The Set, and added assisted stretching services.
- Partnered with EGYM on co-branded smart strength equipment.
- Launched heated mindful movement, athletic-style HIIT, and glute aesthetics classes.
Upgrading the experience, EōS reinvested $3.2M into existing gyms in Q1, with another $14M to be deployed by EOY.
At the helm. Primarily located in the US West and South, EōS plans to open 28 new gyms in 2025, en route to 250 sites by 2030.
Taking over, TSG—an investor in CorePower Yoga and Planet Fitness—will expand its footprint while retaining the brand’s unique positioning.
Pocket aces. The gym business is booming, and investors are lining up, with EōS rival Crunch’s recent sale also rumored at $1.5B+.
Looking ahead: As Planet Fitness crests 20M members, Blink acquirer PureGym and Josh Harris-backed Onelife battle for the East Coast, and Anytime Fitness digs into Europe, the HVLP category will be competing on more than just price.
