EOS Fitness EōS Fitness is making moves.
The news: The HVLP gym operator is reportedly seeking up to $100M in outside funding to support growth across the US, per Bloomberg.
With 150 sites open or in development across six states, EōS plans to hit 250 locations by 2030.
Big Lift
With a $9.99 base membership, EōS is a rival to Planet Fitness. As PF hikes pricing amid turmoil, the Dallas-based operator is holding course, citing profitability on a per-location basis.
Seeking fresh capital to compete for territory, it’s also elevating its game.
Upsell. In the HVLP segment, converting standard dues to premium accounts is the holy grail.
Attracting dedicated fitness enthusiasts, EōS spent $7.5M on premium-tier club upgrades through H1 — reimagining the HVLP experience.
- EōS partnered with EGYM to equip its clubs with co-branded smart strength machines.
- This year, it added 1:1 assisted stretching to its in-house recovery lounge The Tank.
- In Q1, it debuted The Set, a high-design strength room for creators to film themselves.
Money moves. While Planet Fitness refinanced $800M to shore up its business, other brick-and-mortars are attracting investors with lofty growth goals. Snap Fitness’s parent is prepping for sale, Equinox scored $1.8B, and Barry’s and [solidcore] are on the block.
Looking ahead: Keeping members engaged, >25% of EōS members visit at least 8x per month. Passing the 100-gym mark this month, its investment in experience may pay out.
