F45 Training is in good company.
What’s happening: The global fitness operator reorganized its portfolio, unifying F45, FS8, and VAURA Pilates franchises under a parent company called FIT House of Brands.
Calling card. Standing for “Functional Inspired Training,” the group aims to become a leader in holistic training, wellness, and recovery with studio presence in 55+ countries.
Scaling three brands simultaneously, FIT cites strong 2024 performance for the timing of its evolution, with leaps in AUV for functional strength brand F45 (+12.4%), Pilates/yoga hybrid FS8 (+23.9%), and athletic-style Pilates concept VAURA (+51.1%).
Creating a vehicle for expansion, CEO Tom Dowd sees the FIT umbrella widening via “new modalities, whether through acquisition or development.”
Reloading. Following its 2021 IPO, F45 faced significant challenges including layoffs and studio closures due to mismanagement.
Since delisting from the NYSE in 2023, its turnaround has focused on strong studio economics built around the member experience.
- After developing the concepts in Australia, it launched US flagships for FS8 and VAURA Pilates in ’24.
- Investing in strength and recovery, F45 outfitted studios with barbell racks and contrast therapy suites.
- Adding member perks, it partnered with telehealth provider Dr. B on integrated GLP-1 therapies and telenutrition platform Dietitian Live for 1:1 consults.
Takeaway: Operating a network of 1.5K studios, FIT is unifying its brands to compete on the global stage with multi-concept fitness supergroups.
