The Athletic Clubs Rebrands as Club Athletic, Unifying Its Squad-Based Training and Community-Led Vision

The Athletic Clubs, the New York City-born social fitness concept known for its squad-based training and community-first approach, today announced its official rebrand to Club Athletic, marking a major evolution in both identity and ambition. Alongside a new name, the brand is unveiling a reimagined visual design and signaling its next phase of growth with plans for national expansion, beginning with two new locations in Chicago set to open in July 2026.

The rebrand reflects a deeper shift in how the company defines itself; not simply as a collection of fitness clubs, but as a community rooted in the power of consistency, routine and accountability.

“We wanted a name that was more unified and embodied not just our physical locations, but our lifestyle,” said Dane McCarthy, Founder of Club Athletic. “In the truest sense of the word, we are a club: we believe that collective pursuit is exponentially more powerful than solo effort, and our new name reflects how we move forward together.”

Since its founding in 2020, the brand has grown to seven locations across New York City, building a loyal following through its emphasis on squad-based training: training twice a week at a fixed time, fixed days, with a fixed group, and a dedicated coach. The rebrand to Club Athletic formalizes that ethos, introducing a cohesive identity designed to better reflect the personality and energy of its community.

“Our original look laid the foundation, but this rebrand sharpens our positioning to reflect what we actually are—a social fitness club built on the power of collective pursuit,” said Michelle Mehallow, Director of Marketing at Club Athletic. “We wanted a visual identity that captures the soul of the club far beyond the workout itself. By celebrating the squad model and drawing inspiration from art, fashion, and hospitality, the new look shifts our focus from the mere mechanics of fitness to the lifestyle and community we’ve built together.”

As part of the rebrand, Club Athletic has introduced a new brand design and Pegasus logo: a symbol of upward progress through rhythm. The company partnered with Sydney-based agency Fortem Media to develop the new identity, a deliberate decision that nods to the brand’s Australian roots.

Importantly, while the parent brand evolves, Club Athletic is maintaining the neighborhood-based naming conventions that have defined its growth to date, including locations like West Village Athletic and Williamsburg Athletic.

Looking ahead, Club Athletic is entering a new era of expansion. In addition to its two upcoming Chicago clubs, Lake Street Athletic and Old Town Athletic, the company’s development pipeline includes at least three new locations across New York City and an upcoming entry into the Washington, D.C. market, with additional cities planned for 2027.

“We are unapologetic about our growth because we believe everyone deserves a squad,” said Dane McCarthy. “This next chapter is about bringing that sense of belonging to more communities across the country.”

With its rebrand, Club Athletic is positioning itself at the intersection of fitness, culture and community, building not just studios, but spaces where collective energy drives individual progress.