Fitness Premier 24/7 Clubs Expands, Renovates and Elevates in 2024
Posted: January 30, 2024 in Chains
Fitness Premier 24/7
MANHATTAN, IL – With plans to award between 10 and 15 units in 2024, Fitness Premier 24/7 Clubs, the 19-unit fitness franchise that works to bring accessible fitness options to underserved markets, spent 2023 leveling up its systems, clubs, offerings and strategies to prepare to grow by over 50% this year.
“We had a lot of very involved projects this year that worked to create more and better resources for the system,” said Jason Markowicz, founder and CEO of Fitness Premier 24/7 Clubs. “We’re excited about the progress we’ve made this year and are in a great frame of mind going into 2024. We’re primed up for growth and ready to roll.”
In recent years, Fitness Premier 24/7 Clubs has been working to grow its system intentionally to maintain the health of the network. This year, it opened a new club in Blue Ridge, Georgia and awarded a franchise for a western suburb of Chicago. These two developments alone are positive indicators for the system, showing continued demand and growth in markets near its headquarters and original locations, as well as the brand’s viability in markets across the country, but that’s not all.
Though Fitness Premier 24/7 Clubs is still an emerging brand, it made some big moves in 2023 to keep it at the forefront of the industry and continue bringing top-notch resources and experiences to its members and franchisees.
Fitness Premier 24/7 Clubs Offers a Full-Circle Wellness Approach and Supports Members in Securing the Support They Need When and How They Like
Local clubs have always offered a range of fitness equipment, training and other amenities to offer the most inclusive experience, but this year, it leveled up its offerings yet again with the addition of Relax and Restore suites and in-club kiosks.
“We’re still a franchise brand, but we’re smaller and more in control. We can make adjustments and implement changes quickly,” explained Rick King, vice president COO at Fitness Premier 24/7 Clubs. “Being ahead of the curve is in our culture. We attend industry events and are always looking forward. We haven’t seen anything like us in the industry.”
The fitness industry has begun placing even more emphasis on the importance of recovery in an athlete’s long-term journey and overall wellness, and amenities like cryotherapy, HydroMassage, sauna and Theragun are becoming more popular. However, many big-box concepts have not been able to implement recovery options as varied and robust as the ones Fitness Premier 24/7 Clubs offers.
This year, Fitness Premier 24/7 Clubs added Relax and Restore suites in four clubs, and the response from members has been incredible.
“About 20% of new members who come in sign up for the membership level that includes access to Relax and Restore,” said Markowicz. “A large percentage of our membership base has shifted their goals from solely aesthetic ones to ‘I want to be healthy’ or ‘I want to feel better,’ and having these amenities in place allows us to be a sort of one-stop-shop to address all aspects of their goals.”
Throughout the year, Fitness Premier 24/7 Clubs also rolled out new kiosks in its clubs, allowing existing members to modify their memberships and new members to activate a membership independently and during non-staffed hours. By embracing technology at the unit level, the brand empowered its owners to make more efficient use of skilled team members, streamlined the registration and update processes for members and provided a new, lower-pressure option for potential members who are interested in learning more about the concept through an independent exploration process.
Both Relax and Restore suites and kiosks were major focuses of the real estate upgrades and renovations that took place at the Beecher and Bourbonnais clubs — two of the brand’s longest-standing locations.
“Incorporating as many resources as possible is a big driver for us,” said Markowicz. “These upgrades brought more space, better access to fitWAVE and Relax and Restore, and a greater spread of both machines and free weights. Our clubs are in the heart of these communities, and we were excited to invest in refreshing the clubs to create longevity.”
System-Spearheaded Initiatives in 2023 Position Franchisees for Success in ‘24
As the team made major changes at the club level, empowering franchisees to bring even more amenities to their locations and address the continuously growing demand for a fitness concept like Fitness Premier 24/7 Clubs, it also invested in the corporate team to prepare for a great year in 2024.
“One of the most exciting projects of the fourth quarter was moving our headquarters,” said Markowicz. “We are now in an 11,000-square-foot building in Frankfort, Illinois — it’s a really nice office. This upgrade punctuates the year perfectly, allowing us to start 2024 in a bright, new
space with all of the space and amenities we’ll need to continue collaborating and engaging the system as we grow.”
This year year, Fitness Premier 24/7 Clubs is looking to grow its system by at least 50%, adding 10–15 clubs to the system through both acquisitions and franchise development. The Fitness Premier 24/7 Clubs model offers new entrepreneurs a strong platform and robust playbook to get started and existing gym owners a new realm of support, brand recognition and amenities to drive membership and revenue growth.
With a focus on the states neighboring its Illinois and Indiana strongholds, as well as Georgia and Southern Tennessee, the brand is looking to enter markets that need a concept like Fitness Premier 24/7 Clubs to address unmet demand for fitness concepts.
“We’re very excited about the recent growth that we’ve seen,” said Markowicz. “Much of our success can be attributed to the investments we have made into our franchise system this year and from day one, and we can’t wait to keep growing in the future. If you’ve always wanted to own a business or are passionate about health and wellness, the time has never been better to join Fitness Premier 24/7 Clubs and bring a business to the community that you can be proud of and that answers a need for quality and diverse workout and wellness options.”
To find out more information on costs to buy this franchise, please visit ownafitnesspremier.com.
