F45 Training Announces Milestone Year with New Studios and Increased Membership
Krissy Vann | Host, All Things Fitness and Wellness
The boutique fitness industry continues to see significant growth, and F45 Training is solidifying its position as a major player in the market. With a portfolio that includes F45 Training, FS8, and VAURA Pilates, the company has reported a record-breaking 2024, marked by global expansion, increased franchise sales, and the introduction of new offerings to meet member needs. As consumer interest in group fitness and wellness solutions rises, F45 is steadily expanding its presence while refining its approach to business and fitness programming.
CEO Tom Dowd described the past year as "a best-ever and pivotal year for the company" as F45 achieved its highest-ever Average Unit Volumes across its 12-year history. "This success reflects our dedication to refining every aspect of our business model, delivering exceptional support to our franchisees, and aligning our offerings with what members truly value," Dowd said. He highlighted plans to sustain this momentum in 2025 through continued expansion, strategic partnerships, and a focus on emerging fitness concepts like VAURA Pilates and FS8.
F45 added 75 new studios in 2024 across its brands, including expansions into South Africa, South Korea, and Europe through master franchise partnerships. Additionally, 87 franchises were sold during the year, signaling sustained demand for its fitness concepts. Membership lead volume grew by 19%, and franchise inquiries increased by 23%, reinforcing the company’s strong market position. Flagship studios, including VAURA Pilates in New York City and FS8 in Austin, Texas, have further showcased the company’s ability to create innovative, location-specific experiences that cater to consumer preferences.
Strategic partnerships also played a significant role in F45’s 2024 success. Collaborations with organizations like HYROX, Spartan, and Samsung have helped expand the company’s reach while providing unique value to members. The introduction of initiatives such as the Passport Program, which allows members to access over 1,400 global locations, has further enhanced member engagement and underscored the brand’s emphasis on community-building.
As F45 looks to 2025, the company plans to continue expanding its footprint, introduce new recovery and wellness programs, and enhance its strength training offerings. With its focus on franchise growth and adapting to market trends, F45 aims to maintain its presence in the boutique fitness market.
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